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
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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
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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!
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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.
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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!
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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.
HOLIDAY TUESDAY/THURSDAY AUCTIONS December 27th - January 26th Auctions held every Tuesday and Thursday at 2PM EST with all of your Valentine’s Day favorites.
BUY NOW Anytime Simple and easy purchasing with competitive pricing 24/7.
BUY THE BUNCH® February 7th Order flowers via Buy the Bunch® and only buy the bunches you need. Choose a delivery date as soon as the next day.
PRIORITY OVERNIGHT February 8th Order flowers from Flowerbuyer.com via priority overnight today and get your flowers Friday!
CALL 877.625.3243 AND START SAVING MONEY ON FLOWERS FOR THE HOLIDAY TODAY!
11 2017 Valentine’s Day Success Guide eFLORIST: GET DISCOVERED BY NEW CUSTOMERS WITH SEARCH MARKETING These days, 8 out of 10 shoppers go online to research before they buy…this means search marketing tactics are more important to your business than ever! You deserve to be at the top of the Google Search Results page…let eFlorist show you how!
PAID SEARCH ADS: eFlorist Paid Search Ads Program (OSM)
WHAT: Search engines like Google and Bing put ads first on their search engine results pages (SERP’s). Participate in eFlorist Paid Search Ads Program (OSM) to the top of search results pages!
WHY: Get your shop to the top to grow your business with new customers and get more orders. Florists participating in eFlorist Paid Search Ads Program (OSM) are seeing +22% more orders versus last year. Our floral industry experts optimize every campaign to get your shop in front of 1,000 - 3,000 new poten- tial customers every month. Plus, showing your ad is free because you only pay when someone clicks through to your site.
HOW: Reach new customers who are looking to buy right now! Call eFlorist at 866.983.3932.
Contact the eFlorist Team at 866.983.3932 or [email protected] to get started this Valentine’s Day! 2017 Valentine’s Day Success Guide eFLORIST: GET DISCOVERED BY NEW CUSTOMERS WITH SEARCH MARKETING These days, 8 out of 10 shoppers go online to research before they buy…this means search marketing tactics are more important to your business than ever! You deserve to be at the top of the Google Search Results page…let eFlorist show you how!
LOCAL LISTINGS: eFlorist Search Optimizer Program
WHAT: Your local business listing in Search is an online profile that contains your business name, address, phone number, and other details.
WHY: Shops with complete and consistent information across multiple sites rank highest in search results. eFlorist Search Optimizer improves your search ranking by ensuring your business information is consistent across hundreds of directory sites.
HOW: Improve your business ranking and get the added benefit of having the ability to monitor and respond to customer reviews across multiple sites like Google, Bing, and others. Call eFlorist at 866.983.3932 to get started.
Contact the eFlorist Team at 866.983.3932 or [email protected] to get started this Valentine’s Day! 2017 Valentine’s Day Success Guide
DOVE POS HELPS YOU TO SHARE THE LOVE One great way to increase sales and drive customer loyalty this Valentine’s Day is to use your Dove POS system to your advantage. Every user has access to the Basic Marketing Module, which allows you to send marketing emails for four major holidays, including Valentine’s Day, directly from the Dove POS system.
Sign up for the Advanced Marketing Module, and you can send custom emails — featuring any product you choose — for Valentine’s Day, as well as custom postcards. It’s marketing made easy!
CUSTOMERS APPRECIATE TARGETED MARKETING
With the Advanced Marketing Module, you can: • Target specific customer lists and quickly create and send birthday, anniversary, and holiday reminders. • Send beautiful, holiday-themed emails from your shop. • Easily add your own custom bouquet images and messages to your marketing emails. • Print mailing labels, letters, and postcards directly from your system.
Now is the time to give your shop the competitive advantage by easily staying in-touch with your customers. Get Started Today CALL 800.615.8229 FOR MORE INFORMATION
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QUICK TIPS TO HELP MANAGE YOUR HOLIDAY ORDERS
Got an Order? Respond Within an Hour Unlike other floral service providers, Teleflora doesn’t penalize you Order Delivered? for refusing an order, but please reject it within an hour. Not responding to Send a Confirmation an order results in a “non-delivery” fee. Make customers happy by confirming deliveries as soon as possible, and avoid fees Need to Adjust Your Delivery Area? Use Flexible Codifications by sending a confirmation by Set up a larger delivery area early, leading up to Valentine’s Day, and 9 p.m. (local time) on the then trim it down to just your local city/postal codes when you get busy. requested delivery date. Visit MyTeleflora.com/Edit_Flexible_Codifications.aspx
HAVE DOVE POS AND DELIVERY MANAGER?
Use eDelivery to save time on confirming orders by confirming them as soon as they are delivered. eDelivery allows delivery drivers to mark orders as delivered, clock in and out, and view order info on the road in real time using a Web-enabled mobile phone or tablet.
For more, visit MyTeleflora.com or call Dove POS Support at 866.444.3683
Avoid Non-Delivery Complaints To help avoid non-delivery complaints, please confirm the delivery AFTER the delivery has been made. This will help reduce confusion for the sender and the recipient.
At Capacity? Use Dove Stops When you cannot take another order, use Dove Stop. Visit MyTeleflora.com/Stop_Dove.aspx for details.
Need Order Information? Send Teleflora a Message Use your Dove or POS System to send us a message. Use the proper message type to ensure that you get the response you need.
For more, visit MyTeleflora.com or call Dove POS Support at 866.444.3683 15 2017 Valentine’s Day Success Guide
TOP TAKEAWAYS FOR VALENTINE’S DAY SUCCESS
MAKE SOCIAL MEDIA WORK FOR YOU Download Teleflora’sSocial Media Kit to better connect with your customers and to help drive more sales this holiday (p. 9).
LOOK OUT FOR TELEFLORA’S “HANDMADE WITH LOVE” CAMPAIGN View and share Teleflora’s “Handmade With Love” ads to promote your shop, by January 23rd (p. 7).
eFLORISTS - USE SEARCH SERVICES TO GET NEW CUSTOMERS Use our guide to learn about search services and determine which are best for your shop (p. 12-13).
SEND CUSTOM EMAILS Increase sales and customer loyalty this Valentine’s Day with Dove POS’s Advanced Marketing Module (p. 14).
FOLLOW OUR “QUICK TIPS” Use the “Quick Tips” (p. 15) to help streamline orders. For more information, visit MyTeleflora.com or call Dove POS Support at 866.444.3683.
HELPFUL CONTACT NUMBERS
Customer Service: 800.421.2815 U.S. 800.668.5770 Canada Monday – Friday: 8 a.m. – 7 p.m. (CST) Saturday: 8 a.m. – 2 p.m. (CST) eFlorist: 866.983.3932 DovePlus: 800.720.9410 Products: 800.333.0205 Flowerbuyer.com: 877.625.3243
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