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RIOROSES.COM 1 LIVRIO the E-MAGAZINE of RIO ROSES Issue No.28 June 2019 RETIREMENT from WORK, NOT LIFE RIOROSES.COM 1 LIVRIO THE E-MAGAZINE OF RIO ROSES Issue No.28 June 2019 RETIREMENT FROM WORK, NOT LIFE 4TH OF JULY P.R.E.P. SYMPATHY P.R.E.P. FLORAL DELIVERY RATES 5 TIPS TO BUILD YOUR FLORAL BUSINESS THIS SUMMER WEDDING COLLECTION MEET THE DESIGNER BREEDER’S CORNER CARE AND HANDLING COMMUNITY OUTREACH FOR INQUIRIES [email protected] 2 LIVRIO | APRIL 2019 RWO PROMOTION MYSTERY BOX GIVEAWAY! ENTER NOW! YOU COULD BE THE LUCKY WINNER OF A FREE BOX OF RIO GYPSOPHILA! CHECK OUR WEBSITE FOR MORE INFORMATION. RIOROSES.COM 3 RIOROSES.COM 3 PEOPLE of RIO RIO FAMILY TALKS FOURTH OF JULY FLOWERS WHICH FLOWERS SYMBOLIZE THE SPIRIT OF THE 4TH OF JULY TO YOU? ← MAYA SAGASTUME MARKETING An interesting 4th of July arrangement would include red and white roses with blue delphinium and Rio Million Stars Gypsophila. This combination makes me think of a fireworks display! RICARDO SANGIO→ SALES A combination of red roses, white lilies and blue hydrangeas would make a great patriotic flower arrangement. ↓ ANA SEDLER JESUS GOMEZ↓ ACCOUNTING SALES Flowers that shout “Happy 4th of The flower that I can relate July” are Rio red, white, and tinted to on the 4th of July is our blue roses, or Rio tri-color tinted dark blue delphinium. It’s roses in red, white, and blue, in a nice beautiful and strong like arrangement with white Rio Xlence this great country we live Gypsophila. in. ↑ NORMA HARDISSON ACCOUNTING The flowers that symbolize the spirit of the 4th of July are red, white, and blue carnations. 4 LIVRIO | JUNE 2019 BLOOM of the MONTH handpicked, fresh from our farm RIO GYPSOPHILA Gypsophilia, also known as “Baby’s Breath,” bristles with small, dainty flowers on long, delicate stems. It is named for its ability to thrive in calcium-rich soil which often contains gypsum. The tiny white florets represent innocence and purity of emotion. Rio offers different varieties of Gypsophila such as Xlence, Million Stars, Snow Cap, and Vivo. Each variety follows precise grading specifications. RIOROSES.COM 5 Retirement from , not Work Life Often when you think you’re at the end of something, you’re at the beginning of something else. How lucky am I to have worked my whole life doing something that makes it so hard to say goodbye. I am so grateful to all with whom I have worked; my heart has been touched by all of you and I have learned from each and every one of you. Without the mentorship of our wonderful customers and their retail florists, I would never have understood the movement of flowers and how this great floral industry works. Without the experience of working with our incredible grower partners, I would never have known what is possible. Without the efforts of each member of our Equiflor team in every department, we could never have made Rio one of America’s most trusted and desired flower brands. Every associate at Equiflor has taught me something about life, relationships, and the importance of balance in living. The merger between Equiflor and Plantas and Flores in Costa Rica—which made my retirement possible—catapults Equiflor to the leadership position in Miami importers as the go-to brand for most every flower sold in our industry. This leaves our customers in the best hands ever. I am confident that our fine group of growers in four countries, our logistics partners, the Equiflor management and sales team, and our incredible support staff will keep Equiflor moving in just one direction: forward and upward. There has never been a better time to be an Equiflor customer and distribution/marketing partner. With that said, I will remain a partner in our farm operations and freight forwarding business, so I’ll be retired but still connected. I hope to engage again with our great industry, industry members, growers, and the people who made it all happen at Equiflor. So I bid you adieu, but not farewell. The problem with retirement is that you never have a day off! RAUL MARRERO FORMER SENIOR VICE PRESIDENT OF EQUIFLOR (RIO ROSES) 6 LIVRIO | JUNE 2019 RIOROSES.COM 7 4TH OF P.R.E.P. JULYHow to Boost Your Online Sales this 4th of July Fourth of July is traditionally a holiday of three “F”s: Food, Fireworks and Fun. Now we want to help you add another: FLOWERS. While there are many ways to promote 4th of July offerings in your store through patriotic displays and special discounts, it’s only a part of the business. These days, the best way to get a whole lot of new customers is to promote online. Here are a few ways to do this for the 4th of July holiday: 8 LIVRIO | JUNE 2019 1.E-NEWSLETTERS: FLORISTS CUSTOMER Send out an e-newsletter to your customer list a few weeks ahead of NEWSLETTER July 4th. Make it personal, by sharing your own 4th of July traditions, special memories, or anything that will create an emotional connection. Also offer tips on how to throw a great 4th of July party, including a few of your favorite recipes, and of course talking about the way you use SUBSCRIBE flowers in your decor. The point of this newsletter isn’t to sell anything, it’s to create a stronger relationship with your customers. More sales will come as a result. 2.PROVIDE A WEBSITE LINK: In the weeks after the newsletter goes out leading up to July 4th, send a series of emails to your customers with a special offer on red, white, and blue arrangements. Choose a different offer for each email, as customers may respond to one versus another. Provide a link to your website that shows these arrangements and make it easy for customers to click and purchase. 3.THE SOCIAL MEDIA ROUTE: While this is all going on, make sure that you’re regularly updating your social media with patriotic images and thoughts. Share as much as you can on Instagram, Facebook and Pinterest. Show your followers some creative arrangements as well as pictures of your store and your team prepping for 4th of July fun! 4.FOURTH OF JULY SALE! Have a general 4th of July sale on your website, to promote and sell overstock items. For example, you may have some plants on hand that haven’t sold, or perhaps certain containers didn’t sell well. Offer a discount on these items to help move them out of your shop. 5.EXTEND ONLINE SALES: Extend your online sales past the holiday. There’s no reason to stop your 4th of July online sales on the actual 4th of July holiday. What if your customers prefer to shop on the weekends? Make sure you offer your special deals for at least a few days after the holiday, to capture these potential shoppers. 6.RUN A CONTEST WITH PRIZES: Run a contest on social media, offering a prize of a 4th of July arrangement for the most patriotic image. Maybe you want to feature “patriotic pets” or “patriotic kids” – these are most likely to get shared. And make sure you add a hashtag that includes the name of your store. PREPARE NOW, AND GET READY FOR EXPLOSIVE 4TH OF JULY SALES! RIOROSES.COM 9 SYMPATHY P.R.E.P. (plan, review, execute, profit) How to Promote Sympathy Flowers While the Summer months can be traditionally slow periods, it’s important to constantly cultivate year-round business that can tide you through the leaner times. One way to do this is by making sure you’re continually promoting and selling sympathy flowers. While this is never a pleasant subject to discuss, it’s important— not just for the future of your business, but to provide support and comfort for those grieving during this difficult time. Sympathy flowers add a personal, warm touch to a service and honor a person’s life in a beautiful way. In fact, sympathy flowers have been a tradition at funerals and memorials since ancient times where floral and herb essences anointed the bodies of the deceased, which were also surrounded by aromatic flowers and greenery. Here are some steps you can take right now to help promote sympathy flowers in your business. 10 LIVRIO | JUNE 2019 Make Your Website an Information Source When a person is looking for sympathy flowers, they may not know exactly which ones to choose. If you review many florists’ websites, you’ll see that the Sympathy Flowers section shows a lot of arrangements but doesn’t offer much guidance. You’ll be a step ahead if you provide a bit more helpful information on your website. On your Sympathy Flowers webpage, create a section explaining the most common flowers used in sympathy arrangements and their meanings. Examples could be lilies for innocence, peace and rebirth; white roses for purity and spirituality; red roses for grief and love; pink carnations for love and remembrance; and white carnations for purity. You may also want to categorize sympathy flower arrangements into different types, such as flowers for a loved one’s funeral or memorial; flowers or plants for a friend or business colleague; arrangements by funeral type (memorial, cremation, burial); even floral arrangements by religious preference (Jewish, Christian, Mormon, etc.). Become Known in Your Area as a Sympathy Flowers Specialist Being a specialist in the area of sympathy flowers doesn’t mean that’s all you do. It just means that you become the “go-to” florist for sympathy flowers because of your breadth of knowledge and helpful advice. Make it a point to learn everything you can about the importance of flowers in creating a warm, comforting environment.
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