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How to Sell Through More Product Valentine’s Day SUCCESS GUIDE SEARCH: GETTING TO THE FLORIST TIPS for a successful TOP OF GOOGLE VALENTINE’S DAY TELEFLORA’S “HANDMADE with LOVE” HOW TO SELL CAMPAIGN THROUGH MORE PRODUCT 2017 Valentine’s Day Success Guide JANUARY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7 Display merchandising items from Teleflora’s FSG Update Kit. 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 It’s the last Tuesday/Thursday Finalize your lineup – See Send Valentine’s Day Flowerbuyer.com special Teleflora’s projected Best Statement Stuffers and auction. Grab your floral favorites before it’s too late! Sellers on page 10. other mailers. 29 30 31 Valentine’s Day prep – Staff Meeting. FEBRUARY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7 8 9 10 11 Upload custom Valentine’s Order using Flowerbuyer.com’s Last day to order your Last chance to buy your flowers ® SKUs on your eFlorist site. Buy the Bunch to complete Valentine’s Day Flowers on via the Flowerbuyer.com your Valentine’s Day bouquets. Flowerbuyer.com using priority auction for Valentine’s Day! overnight. (Available in the US only). 12 13 14 Happy 15 16 17 18 Post, Tweet and blog behind the scenes Valentine’s Day Valentine’s bouquet creations. Day! 19 20 21 22 23 24 25 26 27 28 2 2017 Valentine’s Day Success Guide HELPFUL VALENTINE’S DAY TIPS FROM LOCAL FLORISTS Since Valentine’s Day will fall on a Tuesday this year, we’ve included tips from florists to help you prepare! TIPS for TIP #1 Review Your POS Sales Data TUESDAY “Pull your 2012 sales from your Dove POS, which was the last time Valentine’s Day was on a Tuesday. That will give you a good snapshot of the what a Tuesday holiday will look like. Factor in your sales growth per year to get your expected sales for 2016.” -Vonda LeFever, AIFD, CFD, PFCI, Niceville, FL TIP #2 Order Your Flowers Early! “Start early! By the 15th of January our store is ready for Valentine’s Day. By the 15th, our flowers have been ordered, our advertisement has been set, and our specials have been decided on, and the extra staff has been contacted. We also make sure we have weekly meetings with all staff to make sure everyone knows what is going on and what is expected. You want to make sure everyone is on the same page and try to avoid all surprises.” - Jim Coombs, Coombs Flowers, Inc., Morgantown, WV TIP #3 Extend Your Hours and Increase Production “Since Valentine’s Day will be on a Tuesday this year, we will take full advantage of the quiet ‘calm before the storm’ weekend that precedes Valentine’s Day. We will have full staff both Saturday and Sunday (at our shop we are always open on Sundays, but we will have extended hours on 2/12 to get everything ready). We will increase our production 30% over what we did last year to be ready for the increase in business that will occur with it falling on a Tuesday.” - Heather Sullivan, AIFD, CFD, Durocher Florist, West Springfield, MA TREND REPORT dramatic hues Vibrant shades of purple and scarlet red, elegant finishes with high-end accents Bring the trend to life in your shop: • Cover your display table with a luxurious red satin table cloth for a classic romantic feel. • Create a dessert bar in your shop. Include mini red velvet cupcakes with heart shaped candies. • Add the tri-fold merchandising piece from your FSG Kit to complete the look. Love’s Passion Bouquet by Teleflora 4 TREND REPORT golden blush Golds and pinks, looping whimsical script, foils and glitter, hand-drawn hearts, and love Bring the trend to life in your shop: • Fill gold and pink metallic bowls with sweet treats to accent the vase. • Accessorize your display with DIY glitter candles in gold or pink. Create using spray adhesive and glitter. • Host a romantic couples bouquet-arranging class, complete with champagne and dessert. Teleflora’s True Lovelies Bouquet 35 TREND REPORT ombre inspiration A gradient from pale pink to bright ruby red creates a new and sophisticated use of color atop the neutral backdrop of this container Bring the trend to life in your shop: • Group natural tone, artisanal-style stoneware together with the container for a classic look. • Add pale pink and bright red flowers to mason jars for a beautiful ombre display. • Decorate with heart accessories that you have on hand, or cut paper ones to hang from shelves and ceilings. Teleflora’s Swirling Heart Bouquet 6 This Valentine’s Day, Teleflora is focusing our marketing campaign, “Handmade with Love”, on our unique partnership with you, our florists. Since 100% of Teleflora’s orders go to local florists, our ads will remind millions of people of the benefits of hand-arranged, hand-delivered flowers. The multi-million dollar, nationwide campaign will use a variety of print and digital channels to get in front of consumers when they are ready to make a purchase, driving more orders to your shop. Check your email inbox for our special florist versions of the 15-second ads, ready for you to post and share! 7 2017 Valentine’s Day Success Guide TIPS TO MAXIMIZE PRODUCT SALES FEATURING DON HOTTON, JORY’S FLOWERS Containers are an important component of any florist’s business. Just ask Don Hotton of Jory’s Flowers in Concord, CA. Don has been refining his product and marketing technique for years and offered these techniques to sell through product. Look at which vases sold best last year, and order similar vases in the same product category this year. If a certain product sold well in your shop, be sure to buy this year’s version! Gather customer and staff opinions. Poll your walk-in customers, asking which bouquet they would be most likely to purchase. Also, ask each member of your staff which containers they think customers would like best. Keep these opinions in mind as you select your order quantities for each container. Don’t forget to take holiday dates into account! Last year, Valentine’s Day fell on a Sunday, yielding lower sales than usual for many florists. In 2017, Valentine’s Day will fall on a Tuesday, which will likely lead to increased order levels. List last year’s products as clearance items at the beginning of the holiday to make room for new holiday containers. For Valentine’s Day, you can re-use containers year-round for Romance or Anniversary occasions. Consider merchandising your Yelp page with current holiday images, in addition to merchandising your website. According to a study conducted by Nielsen, a whopping 85% of customers find local business information online, where reviews, store hours, deals, and maps are just a click away. “I buy Teleflora products because they work. Plain and simple. I don’t need to recreate the wheel. You can tell a lot of thought and research goes into their products, and I know I am getting something that my customers will want.” -Don Hotton 2017 Valentine’s Day Success Guide SOCIAL MEDIA calendar To help you plan for Valentine’s Day, we’ve created a social media editorial calendar full of posts ready for you to share with your customers! JANUARY JANUARY 11TH - Visit the Valentine’s Day Toolbox JANUARY 18TH - Mix up your bouquet posts with at MyTeleflora.com/VDToolbox.aspx to download a picture of cute animals or a baby with flowers to post images, cover images, and suggested copy – engage your customers. all ready to use. JANUARY 23RD - Take pictures of your JANUARY 13TH - Post a photo of a happy customer merchandising display and post on your social holding their bouquet. media site – invite customers in to see it. JANUARY 16TH - Post an image of a unique JANUARY 25TH - Post a Teleflora Valentine’s bouquet you created. Your customers love to see Day product image from the social media kit your creative side. with a link back to your site. FEBRUARY FEBRUARY 1ST - Use one of our cover images FEBRUARY 11TH - Post “Last day to order your from the social media kit to refresh your page to a bouquets” to help drive final orders. Valentine’s Day theme. FEBRUARY 12TH - Post a behind-the-scenes FEBRUARY 4TH - Offer a special Valentine’s Day craziness photo of you and your staff preparing promotion to encourage your customers to place for the holiday. their bouquet orders early. FEBRUARY 14TH - FEBRUARY 6TH - Create a contest or giveaway Happy Valentine’s Day! to remind your customers that the holiday is coming and to place their orders. Give out a free red rose a day to a follower that “likes” and “shares” your post. 97 2017 Valentine’s Day Success Guide TOP 12 PROJECTED BEST SELLERS Teleflora’s Shining Heart Bouquet Love’s Passion Bouquet by Teleflora Teleflora’s True Lovelies Bouquet T17V100A T17V200A T17V300A Teleflora’s Swirling Heart Bouquet Be My Love Bouquet with Red Roses Heart and Soul T17V400A T128-2A T11Z102A Teleflora’s True Romance Bouquet with Red Roses Radiantly Red Tulips Teleflora’s Love Medley Bouquet with Red Roses T400-3A T11Z104A T400-2A Teleflora’s Roses and Pearls Bouquet Cupid’s Creation with Red Roses by Teleflora Teleflora’s Kiss of the Rose T08M130A T6-1A T65-3A Visit themarket at themarket.myteleflora.com or call 800.333.0205 option 2 (Canadian shops call 800.668.5770) today to stock up on containers for the featured bouquets above! 10 2017 Valentine’s Day Success Guide COUNT DOWN TO VALENTINE’S DAY SAVINGS WITH FLOWERBUYER.COM SET AUTO BIDS Now or anytime Only buy the product if the price is right for you.
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