Inside: Embrace Complaints, p. 18 Hot, Hot Blooms, p. 20 Spring Clean Your Financials, p. 36

april-may 2018 | volume 35 | number 2

YOU’RE GONNA L e ME Florists talk customer in an age of sky-high expectations

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FM AprMay18 Cover v4.indd 2 3/26/18 5:11 PM april-may 2017 | volume 35 | number 2

22 YOU’RE GONNA LOVE ME Florists talk customer service in an age of sky-high expectations.

30 DU JOUR An esteemed floral educator shares four trends dominating the design world.

36 SPRING CLEAN YOUR FINANCIALS Dust off your standard operating procedures to make sure you’re hitting financial targets.

22 HLASNYREBEKAH

2 VIEWPOINT 20 FRESH CHOICES 4 WHAT INSPIRES US 38 INDUSTRY NEWS 30 4 MORE ONLINE 40 FIELD TRIP 6 AD INDEX 42 YOUR DIGITAL STRATEGY 8 MEMBER FORUM 44 BUSINESS OF DESIGN 10 SAF IN ACTION 46 NEW PRODUCTS 12 SNAPSHOT 47 CLASSIFIEDS 14 SMART SELLING 48 QUALITY 16 TALENT 18 GROWTH

> COVER PHOTO BY REBEKAH HLASNY

FM AprMay18 TOC v5.indd 1 3/26/18 5:23 PM Viewpoint BY LIZA ROESER ATWOOD

PR TAKES TIME — AND THAT’S OK > Last October, my company, FiftyFlowers. brainstorming com, participated in the Society of ideas for a teacher American Florists’ Petal It Forward event appreciation event — a pay-it-forward initiative that surprises and “had THE FLORAL BUSINESS AUTHORITY APRIL MAY 2018 | VOLUME 35 | NUMBER 2 random recipients with a bouquet for on the brain.” themselves, then encourages them to pass “I remembered MARY WESTBROOK EDITOR IN CHIEF a second flower along to someone else. how wonderful it [email protected] In a span of two hours in the down- felt to get those un- SHEILA S. SANTIAGO DIRECTOR OF [email protected] town Boise, Idaho, area, the FiftyFlowers expected flowers during Petal It Forward,” KATIE HENDRICK SENIOR CONTRIBUTING EDITOR team, along with local law enforce- she wrote, leading to a request for flowers [email protected] ment, handed out approximately 6,000 that students could give to their teach- DESIGN AND PRODUCTION roses that were donated by our part- ers — “a meaningful gesture […] that truly BUSSOLATI ASSOCIATES ner Colombian and Ecuadorian farms. conveys how much they are valued.” PUBLISHING ADVISERS KATE F. PENN, SAF CHIEF EXECUTIVE OFFICER Everyone involved had a great experience Of course, we happily agreed to do- DREW GRUENBURG, SAF CHIEF OPERATING OFFICER spreading happiness as a team. nate flowers to the teacher appreciation EDITORIAL OFFICES SOCIETY OF AMERICAN FLORISTS This day has particular significance to event. Why wouldn’t we? We deeply value 1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406 me as an industry veteran of more than 20 teachers, and this is yet another opportu- (800) 336-4743; (703) 836-8700; FAX (800) 208-0078 WWW.SAFNOW.ORG years. Petal It Forward is a day on which nity to change people’s lives with flowers. ADVERTISING we unite for the common good of the floral It’s also a testament that Petal It Forward KELLI NILSSON industry. Everyone in the industry — from and PR . The effort helped us make [email protected] 214-291-3652 growers to importers/wholesalers, a positive impression in our local com- MATTHEW THOMASSON florists, transportation companies and munity. When Melanie was looking for a [email protected] supply vendors — collaborates to spread way to express gratitude and share joy, she 214-291-3656 the joy of both receiving and giving flow- naturally thought of flowers! That’s a win

FLORAL (ISSN 1067-4772) (USPS-936-400) IS ers, which ultimately does have a positive for the flower industry. PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), impact on our bottom line sales. efforts take time, THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE INDUSTRY. Little did we know that four months money and effort. Sometimes the payoff STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL later that goodwill effort would still be doesn’t appear for months, even years. POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND generating connections! Floral business owners are busy, and we ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE In February, one of our sales reps in like to see results. Sometimes PR returns IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A Boise received an email from a woman can’t fit neatly in a timeline, but that MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: named Melanie who had received doesn’t mean we should abandon them. $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN flowers from us during the 2017 Petal It In my own business, I’ve seen the PERMISSION. Forward event. value of PR a number of times, far beyond POSTMASTER SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, “I was walking down Main Street and a Petal It Forward. For example, we were 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406. PUBLICATIONS AGREEMENT #40589029. CANADIAN RETURN MAIL ADDRESS: police officer handed me a grip of roses. It recently featured in Destination I Do’s Fall/ STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5. E-MAIL: [email protected]. put a huge smile on my face in the midst of Winter 2017 issue, where our flowers were INSTRUCTION TO CONTRIBUTORS an otherwise normal day,” Melanie wrote. included as part of a professionally styled FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES “Where my mind had been racing through photo shoot titled Midnight . PR TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@ SAFNOW.ORG. ANY UNSOLICITED MATERIALS SENT, INCLUDING the to-do list of my life, this moment just like this have allowed us to PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS zapped me into the present and made me spread brand awareness and ultimately OR ANY OTHER MATERIALS SENT. realize I was here, now, and connected to drive sales growth. FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG all these strangers.” Being featured in a magazine is excit- LETTERS TO THE EDITOR Melanie read the bouquet’s tag ing and drives team morale, but it may WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND explaining the SAF Petal It Forward not manifest in sales until months down YOUR OPINIONS AND SUGGESTIONS TO: [email protected]. concept, then passed the flowers on the . Creating engaging content can to someone in the Computer Science be a challenge, so seize PR opportunities Department at Boise State . within your local and state media, maga- She also noticed the FiftyFlowers.com zines, blogs, Instagram and other social ownastore.hallmark.com logo on the bouquet’s tag — a memory media platforms to help. Utilizing the [email protected] that surfaced months down the road power of PR opportunities will ultimately when she passed by our headquarters. create brand awareness, interest and 816-274-5590 “Today I was downtown and saw more flower sales. the FiftyFlowers.com sign,” Melanie continued, saying the sighting was a Liza Roeser Atwood is the CEO of funny coincidence because she had been FiftyFlowers.com. [email protected]

2 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Viewpoint v2.indd 2 3/26/18 5:24 PM ownastore.hallmark.com [email protected] 816-274-5590

© 2018 HMK LIC.

FM AprMay18 Viewpoint v2.indd 3 3/26/18 5:24 PM What Inspires Us

> I first heard about Anthony Baradhi, of our conversation. As Tony and I one of the florists featured in this talked, I realized he is a guy who lives month’s cover story (p. 22), from Nicole and breathes customer service. His Palazzo of City Line Florist in Trumbull, philosophy is “Make people happy,” Connecticut. “You need to meet Tony,” and he posts that three-word mantra Nicole emailed me, in late February. “He all over the store. Staff members are has an AMAZING story.” Turns out, he sometimes surprised to open a supply did: On Feb. 5, Baradhi and his team at drawer and see a Post-it note with the Flower Station received an inquiry for words — an unexpected, lighthearted 9,999 white roses incorporated into reminder of why the Flower Station sympathy for a funeral service is in business, and what Tony aims to and viewing starting at 9 a.m. on Feb. deliver to each and every customer: a 8. “I wasn’t sure if it was a joke,” Tony smile, a shot of joy, an experience they admitted. He took on the request him- can’t find in a or online. self and quickly realized the customer This month, we talked to florists like years, I had the true joy of being one of wasn’t kidding: It was a mega order, less Tony (in shops large and small) who the editors for Gay’s columns in Floral than two weeks before Valentine’s Day have this drive in common: They want Management — funny, info-packed and on an unimaginably tight deadline. to make their customers happy, and and always super-practical takes on He dove in, sourcing flowers from four they’re doing just that every day. how to best care for flowers. She made vendors, arranging expedited deliv- Someone else who made people daunting, technical topics easy to un- ery (and still had to wait “on pins and happy every day: Gay Smith, the long- derstand. In those spaces, Gay always needles” for the final 6,000 roses), hir- time technical manager for Chrysal taught us something, and she always ing a carpenter and calling in extra staff Americas, who passed away in March made me laugh. We’re lucky to have members to flood the design room. The after a long battle with cancer. I met had her voice in the magazine all these Flower Station team worked through Gay when I was a 20-something recent years, and we’ll miss her insight, intel- the night and got the job done, includ - college grad, newly hired as a writer by lect, humor and friendship. You can ing a custom floral arch with more than the Society of American Florists, with read more about Gay’s life and career 3,500 roses, a casket spray with 500, a no background in the floral industry. and donate to the American Floral cross, heart, pomanders, a flower bowl I don’t remember our first conversa- Endowment’s Gay Smith Memorial and 12 vase arrangements. Whew. tion, but I know it was during SAF’s Tribute at safnow.org/moreonline. The crazy part? When I called Outstanding Varieties Competition, Tony to hear more, this impressive and I’m pretty sure there was laugh- Mary Westbrook story wasn’t the most memorable part ter and involved. Over the [email protected]

More Online ADDITIONAL RESOURCES ON WWW.SAFNOW.ORG

next best thing next gen florist spring holiday are you the next Couldn’t make SAF’s SAF recently launched a Facebook resources marketer of the year? Congressional Action Days? page for the brightest up-and- Make sure customers visiting Join the ranks of those who have Check out all of the action that comers to the floral industry. your this month are won $5,000 and throw your hat in took place during the two- Our vision is for this space to be reminded that you are the go-to the ring for Floral Management’s day event in the full online a digital networking playground, source for all of their spring Marketer of the Year Contest. If photo gallery. And, if you did where industry members 40 holiday gift needs. Encourage your marketing efforts (large or attend, look for photos of and under can share business, early ordering by posting a small) during the last few years yourself and share them with design, marketing and strategy beautiful floral banner on your have been successful, you’re a friends. flickr.com/photos/ tips. Want to join? Email website — sometimes that’s all candidate! Entry deadline is June 2. societyofamericanflorists/ [email protected]. it takes to spur an early order. safnow.org/marketeroftheyear albums safnow.org/banner-ad-library

4 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

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FM AprMay18 What Inspires More Online v4.indd 5 3/26/18 5:24 PM Ad Index

FIND WHAT YOU NEED Shop the You can also visit advertisers online at SAF Store! fl oralmanagement.safnow.org. 1-Day Profit Blast 703-836-8700, SAFnow.org/1-day-proft-blast...... 9

Accent Décor 800-385-5114, AccentDecor.com ...... Inside Front Cover a unique thanks to mom Chrysal USA 800-247-9725, ChrysalUSA.com ...... 41

Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com ...... 34,35

Floral Greens of Florida ...... 15

Floral Management Magazine’s Marketer of the Year Award 800-336-4743, SAFnow.org/marketeroftheyear ...... 8

SAF Posters MEMBER PRICE FTD 800-788-9000, FTDi.com/FTDadvantage ...... Back Cover 22” x 28” $ 95 Non-Member each Price: $4.95 2 gotFlowers? 408-840-3514, gotFlowers.com ...... 43

SAF Hallmark Gold Crown, ownastore.hallmark.com ...... 3 Postcards MEMBER PRICE 4” x 6” $ 95 Non-Member pack International Floral Expo, floriexpo.com ...... 39 Price: $15.95 7of 100 SAF Fund for Nationwide Public Relations 800-336-4743 SAFnow.org/pfund . . . . .17,19 SAF Statement MEMBER PRICE $ 95 Stu ers pack Smithers-Oasis 800-321-8286, OasisFloral.com ...... 7 6” x 3-1/4” 5of 100 Non-Member Price: $12.95 Syndicate Sales 765-457-7277, SyndicateSales.com ...... 5

Teleflora 800-421-2815, MyTeleflora.com ...... Inside. Back ORDER NOW safnow.org/shop The Vintage Pearl 918-935-2728, tvpWholesale.com ...... 45

That’s not all! SAF members can download FREE matching materials at safnow.org/kits: ■ Customizable print ads Mother’s Day flowers are a celebration of the relationship ■ Printable and email-able photos between mother and child, and I strive to convey that through the floral arrangement itself — with each piece I design being ■ Social media graphics unique to its client. For people who want their mothers to feel JESSICA MAAG ■ Customizable iers like queens, this design allows them to gift a lush arrangement DEW DROP FLOWER SHOPPE Seville, OH ■ Web banners and more! without spending a fortune. MOST INSPIRATIONAL Let our featured designers inspire you at FLORAL DESIGN: oasisfloralproducts.com/inspire Mother’s Day You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. ©2018 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis Company. registered OASIS® and VERTICAL BAR DESIGN® are All rights reserved. ©2018 Smithers-Oasis Company. 6 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Ad Index v1.indd 6 3/26/18 5:07 PM a unique thanks to mom

Mother’s Day flowers are a celebration of the relationship between mother and child, and I strive to convey that through the floral arrangement itself — with each piece I design being unique to its client. For people who want their mothers to feel JESSICA MAAG like queens, this design allows them to gift a lush arrangement DEW DROP FLOWER SHOPPE Seville, OH without spending a fortune. MOST INSPIRATIONAL Let our featured designers inspire you at FLORAL DESIGN: oasisfloralproducts.com/inspire Mother’s Day You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. ©2018 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis Company. registered OASIS® and VERTICAL BAR DESIGN® are All rights reserved. ©2018 Smithers-Oasis Company.

FM AprMay18 Ad Index v1.indd 7 3/26/18 5:07 PM SAF Member Forum

News You Can Use > Recent stories in Floral Management — including Manny Gonzales’ Growth column — have hit a sweet spot with readers, inside and outside of the industry. Want to share a compli- ment? A critique? We want to hear it. Email fmeditor@ safnow.org.

> “I ended my job with another flower shop in October 2016, moved back to my hometown and Inside: Passion, p. 20, 42 Economic Outlook, p. 30 opened a shop and started Party Planning on Facebook, p. 40 from scratch. It’s been th a great first year! For a 25 Annual september 2017 | volume 34 | number 6 small town, I was terrified, Marketer of the nervous, anxious, excited, you name it when I made Year Contest the decision, but couldn’t be happier with the progress in Join the Ranks of BE OUR GUEST only a year’s time! I love the The American Grown movement new online version of Floral leverages the power of locally grown Those Who’ve Won and wins Floral Management’s 24th Annual Marketer of the Year Award Management magazine, but $5,000! also can’t get enough of a good old paper copy!”

Inside: Pantone’s Autumn Hues, p. 20, 42 Dealing with Online Reviews, p. 40 Sara Meadows, Stock and Mark-ups Made Simple, p. 36 Petal, Lamesa, october 2016 | volume 33 | number 8 2017 Winner: The American Grown movement Santa Barbara, California THE > “I’m a high school teacher APP SCORE in California. I went with my

Nielsen’s puts the key to growth in Floral Management’s the palm of its customers’ hands friend to a buying event at — and wins Floral Management’s Enter 2016 Marketer of the Year 25th Annual Marketer of the the L.A. Convention Center Year contest and you could win $5,000, last weekend [and] was handed was a copy of Floral sponsored by Design Master color tool, inc., FM Oct 16 Cover v4.indd 1 9/6/16 3:04 PM Management. I flipped 2016 Winner: Nielsen’s and be on the cover of the September 2018 Florist and Garden Shop through the magazine and Darien, Connecticut issue of Floral Management. stumbled across “Resetting

Inside: Crazy about Callas, p. 20 a Workplace ” (p. New or used van?, p. 44 What makes a winner? Judges AdWords Inspiration, p. 48 18, February 2018). It was look for unique, innovative and successful october 2015 | volume 32 | number 8 powerful. I’m not in the floral marketing efforts. It can be a single business, but your words campaign, or a series of promotional and and wisdom rang true in my THE advertising efforts over the course of a year education field…I’m trying WINNER! Floral Management’s 2015 Marketer of or more. the Year Butera The Florist triumphs to think of a way to get this with a gutsy turnaround that secures their long-term success. Get your entry form today! article in front of my principal.” Call (800) 336-4743 to request an entry Bridgétte Clyne FM Oct15 Cover v6.indd 1 9/1/15 11:13 AM 2015 Winner: Butera form or get it online at safnow.org/ the Florist marketeroftheyear. York, Pennsylvania Editor’s Note: Gonzales sug- gested that Clyne could give flowers to her principal, along Entry deadline: June 2, 2018 with the column.

8 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Member Forum v2.indd 8 3/26/18 5:19 PM Coming to a city near you...

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“When an educational event is within even 100 miles of you, mark your calendar and attend. It will be worth the travel time and minimal expenses incurred. You’ll learn something, meet new ower friends and share ideas, and leave ready to take back new tools to improve yourself and your shop. Make the time. You owe it to yourself, your sta and your clients.” — Carolyn Minutillo, AIFD, EMC, Lavender Hill, Jeffersonville, Indiana

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FM AprMay18 Member Forum v2.indd 9 3/26/18 5:19 PM SAF in Action BY MARY WESTBROOK SAF in Action

SAF MEMBERS HEAD TO CONGRESS — AND THE WHITE HOUSE

white house moment Seven senior-level administration officials briefed SAF members in the Eisenhower Executive Office in the White House complex during a lively session that lasted more than two hours and featured frequent Q&A sessions. Members heard directly from White House officials on immigration, drug enforcement, health care, tax reform, and labor.

> Rep. Bob Goodlatte (R-Virginia-6) “About an hour into our visit, I real - does not represent Mike Mooney. In fact, ized they had no idea floriculture was Goodlatte, the chairman of the House this big or this impactful [to the U.S. Judiciary Committee, represents a district economy],” said Mooney, noting that, some 2,500 miles from Mooney’s home in in addition to discussing immigration, Southern California. he was able to pitch the staff members But in March, when Mooney, of on other industry needs. “Thanks to Dramm & Echter in Encinitas, was on SAF and the education I received, I was Capitol Hill, he paused outside Goodlatte’s also able to eloquently ask for more office door. From a Society of American research funding.” Florists briefing the day before, Mooney recognized the influential lawmaker’s An Industry Gathers name. He knew that Goodlatte was the au- Mooney and Dobbe weren’t alone. In a reporter reflects During the annual SAFPAC Fundraising Dinner, CBS News’ thor of key pieces of immigration-related March, 92 SAF members representing Chief White House Correspondent Major legislation — a central issue for Mooney all industry segments, three countries, Garrett detailed his experience covering the and the dozens of other growers, whole- 25 states and the District of Columbia, 2016 presidential election, and the lessons salers, retailers and suppliers in town for traveled to Capitol Hill to meet with he learned from that time. “I have learned SAF’s Congressional Action Days. lawmakers and key congressional staff more humility,” said Garrett, who covered his first presidential campaign in 1992. Mooney couldn’t resist the opportunity during CAD. to get in front of someone so central to im- This year’s event featured a direct migration reform. He turned to CalFlowers address from a California congressman President Ben Dobbe of Holland America with personal ties to the floral industry, Flowers in Arroyo Grande, California, and a spirited and bipartisan talk about said, “We’re going in.” high-profile issues, an address from a Nearly two hours later, Mooney and veteran network news anchor — and a Dobbe emerged from the same office, hav- nearly three-hour White House brief- ing forged meaningful connections with ing created especially for SAF, featur- Goodlatte’s senior staff. Far from question- ing remarks from, and Q&A sessions ing why two Californians wanted to meet with, seven top administration officials. a Virginia lawmaker, the staff members Before heading to Capitol Hill, at- eagerly listened to their stories about the tendees were briefed on the year’s sunshine contingency David Armellini floral industry’s need for a steady, reliable issues: key fixes to the country’s im- and the SAF delegation from Florida meet with and legal workforce. migration system and funding for staff members in the office of Sen. Ben Nelson (D).

10 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 SAF In Action v4.indd 10 3/26/18 5:21 PM SAF in Action

of 23 first-timers, alongside her father, Rod Crittenden, head of the Michigan Floral Association. “I’ve always been interested in politics, and especially now that I can vote,” she explained. “I wanted to come to CAD because I want to be in - volved, and I’ve learned a lot here.” Liza Roeser Atwood of FiftyFlowers in Boise, Idaho, was at CAD for her second time; she said she felt more in her comfort illinois in the house Gustavo Gilchrist of Kennicott Brothers in Chicago and Dave zone as she took to Congress. Mitchell of Mitchell’s Flowers & Events in “The data [SAF provides] helped Orland Park, Illinois, talk with a congressional build my confidence,” she said. “We staff member. Gilchrist brought his 12-year-old had really good conversations through- son, Patricio, to CAD. “Patricio was our secret out the day with lawmakers and staff.” weapon,” Mitchell admitted. “He had all of the information memorized.” Longtime CAD attendee Dr. Marvin Miller, AAF, of Ball Horticultural Co. in West Chicago, was part of an ambitious Illinois delegation that tackled nearly 20 appointments in one day. He said this year’s event left him feeling energized. congressional address Just before “For all the many years I’ve been heading to Capitol Hill, SAF members heard from Rep. Jimmy Panetta (D-California-20) coming to CAD, there were still a lot who spoke from his heart — calling out of people on Capitol Hill that had ‘aha’ personal relationships with SAF members in moments on floriculture,” he said. the audience — about the “heart and soul” and “So many young staffers have never “strength and success” of the Central Coast thought about where or how flowers rocky mountain delegation Sen. of California and its community. are grown, where product comes from. Corey Gardner (R) engaged in a lively discussion We made an impression.” with members of SAF’s Colorado delegation. For another first-time attendee, Irving Casiano Flores, of the Flower Shop Network in Paragould, Arkansas, this year’s event was especially timely. Casiano Flores is a DACA recipient — and in talking about important industry issues, including immigration, he was also able to share his own story. “It’s important, I think, for all of us to come to Washington, and make our voices heard,” he said. united utah Sen. James Risch (R) met with For Paul Fowle of DV Flora in Doral, SAF’s Utah delegation, including Liza Roeser d.c. represented Stacie Lee of Lee’s Atwood of FiftyFlowers.com in Boise, Idaho. Risch Florida, the choice to come to CAD was Flower and Card Shop, Inc. in Washington, D.C., is a former governor of the state. discusses industry issues with a member of the clear: “[Coming to CAD] isn’t an inter- staff of Congresswoman Eleanor Holmes Norton. ruption to my business,” he said. “It’s an investment in my business.” the Floriculture & Nursery Research Initiative and Floriculture Report. Mary Westbrook is the editor in chief of Floral Management. mwestbrook@ Commitment to Change safnow.org For many SAF members, the chance to be on the Hill with their industry peers, speaking to lawmakers, is an annual high- light. For others, this year’s event repre- carolina on their minds Art sented a new opportunity to engage. GO DEEPER Van Wingerden of Metrolina in Huntersville, North Carolina, leads the Hannah Crittenden, who gradu- Get extended CAD coverage and check discussion during a meeting in a Capitol ates this spring from Michigan State out more photos and videos from the hallway — a not-uncommon occurrence for University, attended this year as one event at safnow.org/moreonline. busy congressional staffers.

The magazine of the Society of American Florists (SAF) 11

FM AprMay18 SAF In Action v4.indd 11 3/26/18 5:21 PM snapshotEDEN PRAIRIE, MINNESOTA BellaDonna Florist

eye-catching storefront When it comes to designing the doorstep outside BellaDonna, Cannon Treml says that she puts containers in the customers’ way, urging them to stop and shop even before entering. She places weather-resistant, colorful pots with just a few blooming and foregoes the price tag, a decision that requires customers to stop in and ask questions.

12 FLORAL MANAGEMENT | JANUARY 2017 | WWW.SAFNOW.ORG

FM AprMay18 Snapshot v3.indd 12 3/26/18 6:06 PM BY MACKENZIE NICHOLS Snapshot

STYLED WITH INTENTION > When Regina Cannon Treml moved BellaDonna Florist in Eden Prairie, Minnesota, three years ago, she had plans to merchandize the new location with more intention. Previously, the shop was slightly “haphazard” in terms of display design. She wanted to have more control. At the new venue, she sets up sections grouped thematically: a “food table” features local (honey, cookbooks) and a “man table” has gifts geared toward the fellas (tools, grooming products). To keep her shop fresh and efficient, she constantly moves merchandise and around. Flexibility, she said, is key. For Valentine’s Day, she even moved the cash register to discourage customers from venturing into the back production room, a shift that kept visitors up front, happily shopping while her team buzzed in the back.

Mackenzie Nichols is a contributing writer. [email protected]

homegrown heroes Cannon Treml says that she works to “entice her customers to purchase” her local and sustainably produced merchandise, including local honey. Visitors are often interested in the story behind the product, getting drawn to the idea that artisans crafted the gifts in their own community using natural and recycled materials.

wait and see Cannon Treml and her staff let walk-in customers browse for a bit before checking in. Employees at BellaDonna pride themselves on their ability to develop lasting relationships with clients, but only after they see a visitor stopping, smelling and lingering around a product do they decide to interject, sharing a story about the product they picked up.

The magazine of the Society of American Florists (SAF) 13

FM AprMay18 Snapshot v3.indd 13 3/26/18 6:06 PM Smart Selling BY TIM HUCKABEE

This is the fourth in a 10-part series aimed at empowering Floral Management readers to build a foundation No. 4 month by month, sale by sale, for higher sales, more confident employees and happier customers.

SPRING TUNEUP > Four months into this new column, let’s review quick “tactical huddle” a few days before a holi- the foundation we’ve been building and map out day, but that’s not planning. Meet early to talk your plan for the spring. I’ve spent the past 20 about what you’re going to be selling online, in years teaching and preaching about selling big- the store and on the phone. Make sure to have ger every day; however, I know the typical flower a range of choices, with at least a few designs SMART shop owner/manager needs more than a list 25 percent above your typical top-end price. of sales tips. You need to change your thinking, Remember, you have to manage your staff SELLING language and approach to engaging customers. so they can sell at those higher prices. Have Starting in January, we discussed the importance samples of your Mother’s Day collection at your of holding regular meetings with your staff and next sales meeting and challenge your team to then moved into how you can teach your team sell them to you like you’re a customer on the new sales strategies for floor and phone sales. phone. Coach them on how to best describe the You can read those back issues and download container, the palette and the size. This is your the accompanying tools at floralstrategies. optimal chance to start changing the thinking in “Many fl ower com/SAF. Catch up with us, because the spring your store, moving away from the old concept of holidays ahead hold ample opportunity to earn merely offering choices to holiday shoppers to shops have a quick considerably more! enticing them with new, different, higher-priced options. As I always say, “The worst that a cus- ‘tactical huddle’ Look at the Numbers tomer can say is no. Just offer them another op- a few days Are you running reports on a regular basis and tion. You won’t lose the sale!” using that data to manage your staff? I find flo- before a holiday, rists to be generally “number-phobic,” but your Customer Service 101 but that’s not sales statistics are proof-positive of how well I consider customer service and sales to be your efforts to change the sales culture in your continuations of each other. Unfortunately, we planning. Meet shop are working. tend to be melodramatic when problems arise. Shop owners may disagree on how much I regularly see 20-year floral industry veterans early to talk information to divulge to their employees, but juggling the phone like a hot potato while tell- about what you’re whether you share actual sales figures or just ing an upset caller, “Hold on, I have to get my percentages, your staff needs to hear how manager!” Why? If you can make a $100 sale, going to be selling their actions are impacting the health of the why can’t you handle a customer upset about online, in the business. It’s the only way for them to start how a $100 arrangement looks? taking of their job. Here’s my final pearl of wisdom: Your store and on the You should share these numbers at your store no longer has complaints — you only phone.” next staff meeting. Let your employees know have incomplete orders. In other words, how well, or poorly, they’re doing and share your you can immediately change your staff’s goals for the coming months and holidays. perspective if they are empowered to handle these calls themselves and settle the Have a Plan for Mother’s Day situation rather than passing them off. An Don’t just let the holiday happen; plan for it, “incomplete order” simply means that you starting with a meeting with your staff to dis- did not meet the customer’s expectations cuss your strategy. Many flower shops have a the first time and are being given a second chance to correct and complete it.

Tim Huckabee, FSC, is the president of FloralStrategies, which provides customer service, sales and POS system training to retail and wholesale florists. [email protected] Now Head Online! Visit floralstrategies. COMING NEXT ISSUE: com/SAF to find more Summer sales activities, including launching motivation and tools to turn follow-up and reminder calls you into a sales manager!

14 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Smart Selling v3.indd 14 3/26/18 5:32 PM The Floral Greens Farmers of Florida want to thank you all for your support and patience this Valentines Holiday! We are so excited to see the fiddle-heads making their debut in our fields... We are counting down the days until we can say to each of our valued customers - Leatherleaf... No problem! Thank you again and here is to a fantastic, HURRICANE FREE 2018!

Anthony Adams H & H Greens, LLC Raiford G. Hagstrom Ferneries Albin Hagstrom & Son Inc. H.G. O. Enterprises Richard Hagstrom Ferneries Alpha Fern Company Ronald Harris Fern Co Inc Ronald Jones Ferneries C.W. Peterson Ferneries Hopkins Quality Foliage, Inc. Rusty Harper Ferneries Ed Davis Lynn Dale Ferneries Shaw Lake Farms, Inc. Dean Hagstrom Ferneries Malibu Greens Lawrence Turner Ferneries FernTrust, Inc. Mill Pond Greens, Inc. John A Puckett Ferneries Forest Groves Piney Island Ferns, Inc. Wm. F. Puckett Ferneries, Inc. United Foliage, Inc.

FM AprMay18 Smart Selling v3.indd 15 3/26/18 5:22 PM Talent BY MARY WESTBROOK

PRACTICAL HR

No ‘Warm Bodies’ “When was the last time you bought or received flowers?“ Is that something you ask job candidates? If not — why not? In a tough hiring environ- ment like the one we’re in now, employers can get panicky. You have jobs to fill — and maybe, just maybe, any warm body will do. (Trust me: It won’t.) The truth is, from the moment a job candidate walks through your door, you should be evalu- ating how that person will fit in with and add to your workplace culture. Asking creative, strate- gic questions can help you sort EMPLOYEE SPOTLIGHT out the warm bodies from the next great hire. lauren martin Because, let’s be honest: If Customer Service Manager someone has never purchased flowers, or they can’t remember Flower Station their last time doing so — if they Somerset, New Jersey can’t connect with the emotions of that experience — how ef- fectively are they going to sell flowers to your customers? Finally, when you’re formulat- > For three years, Lauren Martin has been The biggest challenge: ing questions, think about your the customer service manager at Flower “Finding part-time workers who really care own pet peeves, as an owner or a Station in Somerset, New Jersey. In that about what we do and who are really ready manager. Does it drive you nuts role, she works closely with her boss, Tony to put in a hard day’s work. We’re not a huge when an employee fails to notice Baradhi, who has a deceptively simple corporation; we can’t afford to have lots of a dusty shelf? Craft a question mantra for the store — and the staff: “Make people as full-time staff, but the work we’re that helps you see how proac- people happy.” At Flower Station, that doing for clients is emotional and sensi- tive a prospective employee is. means finding a way to say “yes” more often tive. It’s detail-oriented. So finding the right Ask: “Imagine you have the job to customers and taking the time to send people can be hard.” and are working here right now. personal notes of apology when things go Look around. What tasks do you wrong. Martin, who worked in retail out- The best advice I’ve ever gotten: see that need to be done?” If side of the floral industry before coming “Don’t sell from your pocket! It’s a big mis- the candidate looks around and to Flower Station, said it’s an environment take, and it’s a lesson I had to learn. When can’t find a single speck of dust made for thriving. you sell from your own pocket, in terms of or smudged window, you should your own budget, you can end up disap - keep looking. The best part of my job: pointing the customer, who wanted to spend “The energy. We work hard on making per- more and was ready to spend more. Don’t Glenna Hecht, SPHR, is a sonal connections with people, and I love be afraid to suggest that $150 arrange- speaker, trainer, consultant and those one-on-one interactions. We have ment. The worst thing that will happen is a author. Follow her HR blog at what feels like an unparalleled connection customer says no, but nine times out of 10, glennahecht.com. Glenna@ with our customers.” they’ll say yes.” glennahecht.com

16 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Talent v3.indd 16 3/26/18 6:32 PM FM AprMay18 Talent v3.indd 17 3/26/18 6:32 PM Growth BY MANNY GONZALES

WANTED: CUSTOMER COMPLAINTS > When a customer calls to tell us the We’re not mind-readers. Complaints customer service. I’m tired of hear- arrangement was “too small,” I feel provide critical information, in real ing myself talk about it. But when I 1,964,270,721 AND COUNTING like giving him a high five. When a cli - time, from the people we’re trying to can share a customer’s experience, in ent walks in with a dead plant, it’s like please. That’s better than a million- their words, referring to a particular she’s giving me a Christmas present. dollar focus group. order, that has a lot of power. My re - More than 1.96 BILLION. That’s how many consumer When someone emails me a photo of action to that complaint also sets the impressions have been generated by SAF’s public relations an arrangement with a disappointed, standard for the entire staff: We’re and social media programs, such as the award-winning “This doesn’t look like the website going to take it seriously, but not Petal It Forward program ( ) and the Two photo,” I get giddy. personally. We’re going to examine safnow.org/pif In short: I love when a customer it, discuss it and make the changes Minute Trends campaign (safnow.org/twominutetrends). complains. “I love when we need to fix it. We’re not going to These forward-thinking companies are the leaders in I didn’t always feel this way. get angry. We’re not going to point industry promotion. SAF’s consumer programs would not When a client critiqued our work, my customers take the fingers. We’re certainly not going to happen without them. blood pressure would rise, and sweat blame the customer. would form on my forehead. I could time and energy Here’s how we handle complaints barely listen to complaints without when they come into Tiger Lily: exploding. We work so hard and care 1. Apologize. IF YOUR SUPPLIER IS ON THIS LIST, THANK THEM! so much! We’re fanatical about our to tell me they’re 2. Thank the customer for informing flowers, designs, care and handling us that something went wrong. : BRONZE: Suppliers Henry C. Alders Garcia Group, Inc./ and deliveries. How dare someone upset. When they 3. Ask for specifics. Was the Wholesale Florist Floral Pak Co. $20,000 or More $5,000 - $9,999 Candle Artisans, Inc. attack the quality of our work! arrangement smaller than Design Master color Inland Wholesale Garcia Group, Inc./Plus Then, a few years back, something complain to us expected? Did it arrive late? Was Growers Wholesalers tool, inc. Flowers, Inc. One Imports changed. I realized that when cus- quality sub-par? We want to know Asocolflores Pennock Co. Floral Resources J.B. Parks Wholesale Lion Ribbon Co., Inc./ Florist CSS Industries, Inc. tomers complain, they’re giving me a the details, so that we can improve. Sacramento Growers Jacobson Floral Reliant Ribbons, Bows treasure trove of information. Not in directly, they’re 4. Repeat the information to the Equiflor/Rio Roses Growers Louisiana Wholesale & Trims a theoretical, hypothetical, figurative customer; show them you’re listening. Holland America Florists, Inc. Growers way, but in an “I-bought-this-from- doing us a big 5. Without sounding defensive, offer : Flowers, LLC Mears Floral Products Suppliers Dramm & Echter you-and-I’m-not-happy” way. That a short explanation. (The flowers $1,000 - $4,999 Ocean View Flowers Metro Floral Wholesale, Smithers-Oasis USA/ Green Point Nurseries, deserves my attention — ASAP. weren’t “old,” but the water may Oregon Flowers, Inc. Inc. favor.” Floralife Wholesalers Inc. have had too much bacteria in it; Pyramid Flowers, Inc. Miller Sales Wholesale Amato Wholesale Distributor The 80/20 Rule the address was wrong; traffic was Sun Valley Floral Group Florist Reeves Floral Products CONTRIBUTOR: Our job as retail florists is not to make backed up.) This helps underscore Washington Bulb Co., Baisch and Skinner Inc. Inc. $50 - $99 and deliver floral arrangements. Our to the customer that our mistake Wholesale Florist, Inc. Schaefer Wholesale job is to satisfy our customers’ floral We can win them back. A com- isn’t “business as usual” to us. Be Bay State Farm Direct Importers/ Florist, Inc. Wholesalers GOLD: Coward & Glisson Flowers Distributors Seagroatt Riccardi, Ltd needs. It doesn’t really matter whether plaining customer gives us an instant careful not to blame the customer. $15,000 - $19,999 Wholesale Florists Cleveland Plant & Fresca Farms we liked the design, hit our cost opportunity to win a lifelong client. All No one wins when that happens. Flower Co. LaSalle Wholesale Suppliers Liberty Blooms Suppliers margins and delivered on time. If the businesses talk about their excellent 6. Say, “How can we fix this?” Don’t Dreisbach Wholesale Florist, Inc. Syndicate Sales, Inc. Berwick Offray LLC/ customer isn’t happy, we failed. Period. customer service. Give me a break. Most guess. Don’t argue. If they want Florist CSS Industries, Inc. Younger & Son Inc. FRIEND: It’s easy, as busy business owners, have terrible customer service, espe- a new arrangement, great. A DWF Wholesale Florist Chrysal Americas SILVER: to get distracted by other things, and cially during a critique. We’ve all tried to refund? Absolutely. Both. Sure! Be Co. $100 - $999 FloraCraft $10,000 - $14,999 © March 2018 SAF to lose sight of that basic truth. Over complain to a big retailer: Talk to a robot, gracious and generous. It’s your Flora Fresh, Inc. Wholesalers the years, I’ve developed an 80/20 press buttons, then wait forever on best shot for winning back their Wholesalers Greenleaf Wholesale Allied Growers, Inc. Florist, Inc. rule: 80 percent of what we worry hold. When someone calls to complain business for their next floral order, Delaware Valley Floral Berkeley Florist Supply Hillcrest Garden, Inc. about is nonsense. We need to find the at Tiger Lily, our staff has one mission: and all the orders after that. Group Co. in Miami We thank these companies who Kennicott/Vans/Nordlie Mayesh Wholesale Dillon Floral Corporation voluntarily contribute to the 20 percent that DOES matter, and we Thrill that customer. Don’t put them Florist, Inc. Ensign Wholesale Floral need to be fanatical about it. What the on hold, don’t ask a manager, just thrill Manny Gonzales Suppliers Mueller Supply Inc. SAF Fund for Nationwide Public Frank Adams Wholesale Accent Decor, Inc. Relations, which promotes flowers to client cares about makes up most of them! Most customers are shocked. owns Tiger Lily Pikes Peak of Texas, Inc. Florist Inc. that 20 percent. They call or visit ready for an argument, Florist in Charleston, Sieck Floral Group GM Floral Co. consumers through groundbreaking Don’t get me wrong; I hate disap- not a red . Once they realize we’re S.C., with his wife, The Roy Houff Gassafy Wholesale research and media outreach, as Company pointing customers. But I love when going to thrill them, their demeanor Clara. Among other Florist, Inc. well as Aboutflowers.com and they take the time and energy to tell me changes. Often, they’ll apologize for honors, Tiger Lily Tommy’s Wholesale Florist, Inc. Aboutflowersblog.com. A special they’re upset. They don’t have to. They complaining. Most times, what they ask has been voted thanks to Asocolflores for contributing could just blow us up on social media for in compensation is much less than “Charleston’s Best Florist” for 18 $75,000 to fund the new Architectural with one- and two-star reviews. When what we expect. consecutive years. Manny and Clara live Want to help sell more flowers Design of Flowers program and Two- they complain to us directly, they’re They help me train my staff. My in Mount Pleasant with their kids, Luke (and see your name on this list)? Minute Trends campaign. doing us a big favor. Here’s why: staff is tired of hearing me talk about and Ruby. [email protected] Support the SAF PR Fund! safnow.org/prfund; [email protected]

18 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Growth v6.indd 18 3/26/18 5:18 PM FM AprMay18 Growth v6.indd 19 3/26/18 6:17 PM Fresh Choices BY KATIE HENDRICK

TROPIC LIKE IT’S HOT > On a not-so-balmy weekend in late March, dozens of florists gathered in Edmonton, Alberta, to learn a hot new design technique inspired by the lush, vibrant landscape of Hawaii. Termed “Tropical Nouveau,” this style mixes flowers from different categories, such as carnations and chrysanthemums with birds of paradise and ginger. “Think of it as the floral take on fusion cuisine,” said Neville MacKay, CAFA, PFCI, who presented the program, “Neotropica Hawaii,” with Hitomi Gilliam, AIFD, EMC, and Heather de Kok, AAF, AIFD, PFCI. (See some of De Kok’s work in Business of Design, p. 44.) “Incorporating exotic flowers gives an arrangement bird of paradise dimension and interest, just like unexpected ingredients Designer do for food,” said MacKay, the owner of My Mother’s Bloomers in Halifax, Nova Scotia. For instance, a bridal bouquet with lilac, garden roses and stock may be pretty, “but add in phaelonopsis orchids and lead in Teaser then it’s delicious,” he explained. Why? Because the bold pelvis-shaped blooms command attention. “It’s human nature to take a closer look when we encounter something unusual and stunning,” he said. “Who among us on holiday hasn’t stopped to take a photo of the flowers in the resort lobby on the way to the all-you-can-eat buffet?” Here are a few stems sure to turn heads.

Katie Hendrick is senior contributing editor of Floral ‘silver’ cymbidium orchid Management. [email protected] Designer Cut Flowers

lipstick pods ‘empress’ protea Green Point Nursery Dramm and Echter

20 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Fresh Choices v3.indd 20 3/26/18 5:17 PM Fresh Choices

TROPIC LIKE IT’S HOT

monstera ‘wagneriana’ heliconia FernTrust Fifty Flowers

‘maxima violetta’ anthurium cigar calathea Fifty Flowers Green Point Nursery

red ginger ‘almond buff’ protea Fifty Flowers Resendiz Brothers

The magazine of the Society of American Florists (SAF) 21

FM AprMay18 Fresh Choices v3.indd 21 3/26/18 5:17 PM happiness delivered Martha Aaron, AIFD, recently instituted a 100 percent satisfaction guarantee at her

business in Sedona, Arizona. HLASNYREBEKAH

22 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Feature 1 v5.indd 22 3/26/18 5:12 PM YOU’RE GONNA ME Florists talk customer service in an age of sky-high expectations L e BY MARY WESTBROOK

The magazine of the Society of American Florists (SAF) 23

FM AprMay18 Feature 1 v5.indd 23 3/26/18 5:12 PM > YOU’RE GONNA LOVE ME REBEKAH HLASNYREBEKAH friendly faces Martha Aaron, AIFD (left), encourages active listening among her staff — something that customers take note of. A number of clients have booked with the Sedona, Arizona, florist even when the shop’s prices aren’t the lowest.

rrrrrrrunch. tality that they can get almost anything CFor a lot of retail florists, that was the the same day or next day. Their expecta- word of the holiday on Valentine’s Day tions have been raised to the point that 2018. Midweek holidays are usually good they think they can order whenever and to florists: Sweethearts want to impress get exactly what they want.” each other at the office. There isn’t the The challenge for florists, on holidays same level of competition from weekend but also year-round? Rising to meet “I have customers getaways or even romantic nights out. those expectations. That can require And this year’s holiday, nestled on a rethinking marketing, staffing, sourcing who come in all the Wednesday, gave consumers plenty of and production practices. Sheffield, who time to plan ahead. pulled in five wedding designers this year time now who say, And yet — many customers waited to augment his design staff on the holi- until the very last minute. day, said the shop received 500 calls just A Society of American Florists post- on Valentine’s Day — with at least a few ‘I don’t know what holiday member survey found that, on dozen customers hanging up before their average, 56 percent of retail florists’ order was taken. you’re doing to your holiday orders came in on Valentine’s “I had every possible person an- Day itself, and 80 percent of orders were swering phones, and it still wasn’t delivered on Feb. 14. In 2017, when the enough,” he said. “I don’t think cus- flowers, but they’re holiday fell on a Tuesday, respondents tomers will start planning ahead more, said nearly 38 percent of orders came so that’s something we’re going to l a s t i n g f or e v er .” in on Valentine’s Day, and 79 percent of have to think about strategically, and holiday orders were delivered on Feb. 14. come up with some solutions.” - AMY WYNN - “I attribute it to the Amazon Prime Martha Aaron, AIFD, of Mountain mentality,” said Justin Sheffield of High Flowers in Sedona, Arizona, faced Ashland Addison Florist Co. in Chicago, a similar challenge. “Last year, when who saw a rush of orders arrive on Feb. Valentine’s Day landed on a Tuesday, I 13 and 14. “People now have the men- saw more early deliveries on Monday

24 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Feature 1 v5.indd 24 3/26/18 5:13 PM FLOWER STATION

ANTHONY BARADHI Somerset, New Jersey FlowerStation.com

Years in business: 23 Employees: 11 full-time; 7 part-time Locations: 1 Annual sales: $2 million REBEKAH HLASNYREBEKAH

experience matters When customers stop by to check out Mountain High Flowers in Sedona, Arizona, they get an immediate sense for the shop’s youthful aesthetic. Owner Martha Aaron, AIFD, creates consistent branding across online platforms and at her brick-and- store.

to clients’ work, to start the week percent are demanding improved response off right,” she said. “This year, most time; and 68 percent expect companies AMY’S FLOWER wanted it on the day of.” to “harmonize” their experiences. What’s STUDIO During SAF’s volunteer meetings more, customers today aren’t just compar- this spring, members of the group’s ing your business to other florists — they’re Retailers Council expressed similar comparing you to national retailers, theme AMY AND SHAWN WYNN experiences with Valentine’s Day 2018, parks, sports stadiums, five-star resorts, and many pegged the change to that Michelin-star and more. North Attleboro, Massachusetts so-called Amazon effect: consumers Feeling overwhelmed? Take a deep NorthBlooms.com expecting more and more and more breath, suggests Dennis Snow, a cus- Years in business: from companies (and expecting to get tomer service consultant and author 73 products or services faster and faster who worked for more than 20 years for Employees: 2 full-time; and faster). the Walt Disney World . 2 part-time In fact, according to a recent IBM Because while Amazon, Uber, Google, Institute for Business Value report, 76 per- Facebook and all of the other retail-tech Locations: 1 cent of consumers now expect a company giants have changed the playing field, to understand their individual needs; 81 certain rules of service remain the same Annual sales: $225,000

The magazine of the Society of American Florists (SAF) 25

FM AprMay18 Feature 1 v5.indd 25 3/26/18 5:13 PM > YOU’RE GONNA LOVE ME

— and they may even be more important than ever to local businesses. “For all that’s changed in the world, when it comes to customer service, some things are really the same,” ar- gued Snow, a past presenter at SAF’s annual convention. “Customers expect you to do the job right. They expect you to be efficient; it should be easy to do business with you. And they expect you to be nice.” This month, we’re taking a look at how individual florists are taking that timeless advice and giving it new life in 2018.

Engage Staff At Flower Station in Somerset, New Jersey, Anthony Baradhi takes staff communication seriously. In addition to daily check-ins, once a month he sched- social science “It’s really important to be where the customers are and to be able to ules an after-hours all-staff gathering connect with them when and how they want to connect,” said Martha Aaron, AIFD, who has been (complete with pizza), where the group devoting more time to social media, not only Facebook and Instagram, but also Pinterest. focuses on one topic — specials coming up, a holiday, or nitty-gritty details such as sales or cost targets. “We talk about processes, special In that way, the monthly get- requests, anything that’s new or differ- togethers are less meeting, more ent,” he said. “But everything, really, discussion. Even when the subject comes back to customer service, pro- matter isn’t innately interactive (say, a viding better service, managing expec- Mother’s Day planning meeting where tations, thinking about how we present small details need to be reviewed and ourselves and talk to customers.” confirmed), Baradhi finds a way to en- Baradhi also encourages his staff to courage staff engagement. put themselves in customers’ shoes . “This year, before Valentine’s Day, I For instance, he recently timed how had my staff take turns reading aloud long it took to pull up to his business, through the binder, as we reviewed find a parking spot, walk into the show- things like delivery routing and wire- room, be greeted and find flowers in in/wire-out guidelines. I also had each the cooler: three-and-a-half minutes. of them pick their favorite arrangement “That’s pretty fast,” one employee from our specials and explain why they said. Baradhi disagreed — and then liked it. Customers appreciate authen- engaged the staff in a discussion about ticity. They know when you really love MOUNTAIN HIGH why even a few extra seconds matter. what you’re selling.” “That’s a long time for our custom- FLOWERS ers — nobody feels like they have any Welcome Complaints free time anymore,” he argued. “Think Last summer, Aaron was at an industry how quickly they can navigate on their conference listening to Nic Faitos, a fellow MARTHA AARON, AIFD phones or on a website in that time, or florist and SAF member, as he talked about Sedona, Arizona how convenient a supermarket or club something no business owner really wants SedonaMountainHighFlowers.com store is by comparison.” to deal with: customer complaints. One thing Baradhi doesn’t do: Aaron was about to take over her Years in business: 19 monopolize the conversation. “I know shop after almost three years as the that after 15 to 20 minutes, people shop’s manager, and she was ready to Employees: 4 full-time; 3 part-time are going to stop listening to me — make some changes. Aaron’s ears perked I’ll stop listening to myself,” he said. up when Faitos mentioned complaints Locations: 1 Instead, staff members are encour - — namely, that his business, Starbright aged to bring their ideas to the floor Floral Design in New York City, has a 100 Annual sales: $500,000 and ask questions. percent satisfaction guarantee on every

26 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Feature 1 v5.indd 26 3/26/18 5:13 PM purchase, and it’s the customer who de- a personal letter to several customers cides what “satisfaction” means: a new for missed or delayed deliveries. In arrangement, a refund or both. each letter, he apologized, took re- Aaron felt incredulous. Wouldn’t sponsibility for the mistake, refunded people take advantage of such a gen- their money and sent a gift card for erous policy? But Faitos continued: a future purchase. “I think the ‘I’m Most customers aren’t looking for a sorry’ part may have been the most deal. They want to feel truly heard. important part of each letter,” he said. They want a real apology. And … if, in “People don’t want to hear excuses. the end, they also want a new design It’s a turn-off.” (Still not convinced? and a refund, the cost of delivering on Check out an impassioned defense both counts is far less than losing that of complaints from Manny Gonzales customer or risking an angry one- or of Tiger Lily Florist in Charleston, two-star review online (for all future South Carolina, on p. 18, and read Tim ASHLAND ADDISON customers to read). Huckabee’s take on seeing complaints FLORIST CO. Aaron was convinced. She changed as “incomplete orders” on p. 14.) her policy and has met the (thankfully) small number of customers who have Live, Breathe and JUSTIN SHEFFIELD complained since with her “let me Talk Quality Chicago make this right, whatever it takes” at- Amy and Shawn Wynn have a guid- AshAddFlorist.com titude — to the customers’ delight. ing principle at Amy’s Flower Studio “It takes people by surprise,” Aaron in North Attleboro, Massachusetts: Years in business: 86 said. “People are prepared to argue. “The longer our customers enjoy their Instead, they hear that apology and our flowers, the longer we’ll enjoy them as Employees: 42 full-time, guarantee. Suddenly, they’re happy.” customers,” Shawn said. 7 part-time Complaints? Bring ’em on, agrees The couple, who purchased the Locations: 5 Sheffield. Like Aaron and Faitos, business about 18 months ago after Sheffield sees complaints as an op- Amy had been a staff member for Annual sales: Not disclosed portunity to take a second chance at more than a decade, believe the qual- a customer before he or she heads to ity of their product goes hand in hand Yelp or to another floral provider. with their high service level — and “If you handle complaints correctly, that those two qualities set them apart you can turn a bad situation around, from local and big box into a good experience,” he said. stores. So they talk directly to custom- her refusal to compete only on price. For Sheffield, that means making sure ers about how the shop sources its Her “secret” weapon? team members understand that they’re flowers (including direct purchases “We listen,” she said with a laugh. empowered to make things right. from select farms) and how customers “I know it sounds too simple, but a lot Otherwise, well-intentioned staff can best care for those buds to get the of the feedback we get from brides can thwart your best efforts. “When a most value for their purchase. is that other florists they talked to complaint comes in, some employees can Amy has also invested serious weren’t listening, or didn’t seem to think they’re actually protecting the com- energy and time improving the shop’s appreciate their ideas. I’ve had sev- pany by disagreeing with the customer or care and handling protocols — formal- eral brides with me after calling not offering a refund or a replacement,” izing processes such as flower food around to other shops, and they’ll tell he explained. “That’s why owners and measurement and bucket cleaning, me, ‘You weren’t the cheapest, but I managers need to explain the big pic- something the previous owner hadn’t really felt like you were the only one ture — that we take care of customer consistently trained staff to do cor- who understood what I want.’” complaints in this way because we want rectly. Customers can see the differ- Aaron and her team make sure those customers to come back.” ence, she said. customers feel heard (truly heard) by That’s the same approach Chaim “I have customers who come in all watching body language, paying atten- Casper of Surf Florist Inc. takes in the time now who say, ‘I don’t know tion to tone of voice and repeating key South Florida. what you’re doing to your flowers, but phrases, so that it’s clear to customers “You have to put yourself in they’re lasting forever,’” she said. that the shop rep is engaged in that customers’ shoes and solve problems conversation. from their perspective,” he said. “If Listen … No, Really Listen Listening to customers can also they’re happy, I have a chance for In Sedona, Aaron has seen her wed- mean hearing what they aren’t telling repeat business.” ding sales increase by about 50 per- you directly. Casper, for instance, has A personal touch never hurts. This cent in the past three years, despite trained his staff to respond to customers year on Valentine’s Day, Baradhi wrote plenty of competition in town — and using the platform the customer used.

The magazine of the Society of American Florists (SAF) 27

FM AprMay18 Feature 1 v5.indd 27 3/26/18 5:13 PM > YOU’RE GONNA LOVE ME

web master When Amy and Shawn Wynn purchased Amy’s Flower Studio about 18 SURF FLORIST INC. months ago, the shop didn’t even have a website. Today, Shawn focuses a great deal of energy on streamlining and improving the shop’s online presence. Sales last year were up by 25 percent.

CHAIM CASPER time and, in an effort to better set and Ashland Addison started receiving South Florida meet customer expectations, he posts messages through that channel. The MiamiBeachFlowers.com; the shop’s own design photos to the site. shop also received about 15 inqui- MiamiBeachFlorist.com; (The Wynns signed on with BloomNation ries via Yelp in the days leading up to BalHarbourFlowers.com; about a year ago.) Last year, they saw Valentine’s Day — a significant uptick AventuraFlowers.com; their overall sales grow by 25 percent. compared to years past. SunnyIslesBeachFlowers.com Indeed, in 2018, having a website “I can’t explain it — something that’s easy to use and mobile-friendly, changed somewhere — but I’m glad that Years in business: 80 and having a presence across popular we were able to respond to those custom- social media platforms is a given, said ers,” Sheffield said. “It can be a challenge Employees: 1 full-time; Aaron. The questions become: Where to keep on all these new channels for com- 7 part-time and how do I best spend my time, money munication, but I think it’s really important. and energy for the biggest ROI? We’re seeing more and more people, Locations: 1 “It’s really important to be where the across generations, who don’t want to Annual sales: $400,000 customers are and to be able to con- nect with them when and how they want to connect,” said Aaron, who has been devoting more time to social media, not “If people call, I call back,” he said. only Facebook and Instagram, but also “If they email, I email back. If they text, I Pinterest. “I think a lot about that old say- text. That’s a preference they’re indicat- ing about your website being your best ing, and you don’t want to ignore it, or employee. For us, that’s really becoming try to make them interact in a way that’s true with social media. We want to be more convenient for you.” consistent across all of these different platforms, in terms of our branding, our Be Consistent Across Channels voice, our images, so that customers get Beyond improving flower longevity, a the same level of service and impression key focus for the Wynns when they of us, no matter how they find us.” took over was creating a website for Going where the customers are is the business (the previous owner didn’t also a mantra at Ashland Addison — have one) and then streamlining their and, increasingly, that means educat- site and making it easier for customers ing yourself on the new pathways that to order online. exist for customers to find you. For “I’ve really been working to simplify instance, just before Valentine’s Day, our website and make it more and more Sheffield turned on a messaging func- be happy At Flower Station in Somerset, New Jersey, Tony Baradhi focuses on coaching his staff to tion for the shop’s Google Business like a virtual cooler,” Shawn said. To connect with customers and play up the emotions that end, he’s whittled the number of Listing; he wasn’t aware of that func- of giving and receiving flowers — messages that are designs to about two dozen at any given tionality before. Almost immediately, shared in person, over the phone and online.

28 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Feature 1 v5.indd 28 3/26/18 5:13 PM “You have to put yourself in customers’ shoes and solve problems from their perspective. If they’re happy, I have a chance for repeat business.”

- CHAIM CASPER -

pick up the phone and talk. They want to customer, we ask if it’s their first time send a message and know that you’ve got in. We thank them for visiting.” it, and that the order’s taken care of.” The team at Flower Station also of- LEARN, GROW, NETWORK Ashland Addison is also one of a fers to carry packages and flowers out to relatively small group of florists in about a customer’s car, and they’re trained to a dozen cities with a presence on the maintain eye contact during critical mo- Amazon Local platform — which allows ments in the transaction process (saying shops to post select designs directly to thank you, giving a customer her receipt). Amazon and receive a “payout [that is] “We give kids free flowers while is substantially better than the traditional their mom is shopping, and make sure SEPTEMBER 12-15 ~ RANCHO MIRAGE, CA wire service split,” Sheffield said. Amazon our packaging looks great, so that 134TH ANNUAL CONVENTION approached the shop about the opportu- a customer can walk out of here and Want to know more about how to defend nity about eight months ago; so far, orders have a gift that’s ready to go,” he said. your online brand, stand out on social have been limited. But getting on the site “These are things that set us apart, but media or create higher-quality photos was an easy decision, Sheffield said, and they aren’t things that happen with - and videos? Of course you do! Those top- the placement has obvious potential. out constant reinforcement; you have ics — and so much more — are central to “Amazon is now the foremost player to remind your staff what you want the educational programming at SAF Palm in — so many consum- your customer’s experience to be.” Springs 2018, the Society of American ers use it as their first choice because In-store, that means creating an ex- Florists’ 134th annual convention, Sept. of convenience,” he said. “If a consumer perience for customers, one that feels 12 to 15, where hundreds of top industry already has all their payment informa- unique to your business, said Sheffield. minds will gather to talk about shifting tion saved, and possibly recipient infor- “If we’re going to charge more for roses customer expectations, altered supply mation saved, it makes it an extremely than the charges, we have chains and solutions to some of the tricki- convenient and quick transaction. If to provide a better experience, period,” est challenges in the age of Amazon. Make Amazon is going to spend their promo- he said. “We have to make personal plans now to be part of that discussion. For tion budget to push our category and connections with customers, and we more information, to reserve your spot and products, it seems like a no-brainer [to have to educate them on all of the ser- to check out a convention programming be on the site].” vices we provide.” preview, visit safnow.org. After all, a customer who stops in for a Go for the FEELS birthday arrangement may not realize that Snow’s advice to “be nice” may sound your shop can also provide the reception simplistic, but in a time of nonstop flowers for her law firm. GO DEEPER negative headlines and constant Finally, when a customer asks you to Feeling intimidated about how to manage critiquing, a big smile and can-do spirit go the extra mile (lightning-fast delivery, all those social media channels? Want can go a long way to winning over a special add-on), find a way to make more tips on best practices in digital customers. it happen, Baradhi said. “We try hard marketing, including insight on online “We do a lot of small things when to never say no,” he said. “We charge advertising and the behind-the-scenes a customer walks in, but I think those appropriately for that extra service, of story on how one Connecticut shop cre- small things add up to an overall positive course — and the customer is grateful, ated an award-winning app? Check out impression,” Baradhi said. “We wear and remembers the extra effort.” recent Floral Management stories on uniforms and greet every single person. florists with a robust digital presence at We welcome them to our store. We Mary Westbrook is editor in chief of safnow.org/moreonline. While you’re offer assistance, but we don’t hover. If Floral Management. mwestbrook@ there, read extended coverage of SAF’s we don’t recognize someone as a repeat safnow.org post-Valentine’s Day survey.

The magazine of the Society of American Florists (SAF) 29

FM AprMay18 Feature 1 v5.indd 29 3/26/18 5:38 PM on trend J Schwanke, AAF, AIFD, PFCI, highlighted four main trends in this year’s uBloom Trend Synthesis: (clockwise from animals) Crafted, , Social, as represented by an Instagram post during the Society of American Florists’ Petal It Forward program last October, and Rainforest.

30 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Feature 2 v5.indd 30 3/26/18 5:15 PM An esteemed fl oral educator shares four DESIGN trends dominating the design world

DU JOURBY KATIE HENDRICK

> Fifth-generation florist J Schwanke, AAF, accessories, , events, holiday and, people to come up with or manufacture AIFD, PFCI, inherited an appreciation for all of course, flowers and foliage — to identify something new. things floral at a very young age. In fact, his emerging and evolving trends. In addi- imminent birth forced his parents to leave tion, we read lots of magazines, watch TV FM: What drives trends? a Nebraska flower convention prematurely, and scour the to determine what JS: Trends evolve because of many and his earliest memories were formed in colors and concepts are getting attention factors — a need or desire, culture, the family flower shop and greenhouses. and playing out in posts and publications, causes, the world — but As the CEO of uBloom and host of the and what’s actually available as products never from money exchanging hands. Internet-based TV show “Fun with Flowers consumers can buy. We all know about companies that and J,” Schwanke has devoted his life to Our approach is to observe, discuss, pay money to have their new product learning everything he can about the prod- compile and watch for results. Many promoted as a “trend,” but until you ucts he loves and sharing his knowledge trends are simply evolutions of a previous see a concept translate into fabric, with others. trend; a certain aspect gains more mo- upholstery, clothing, accessories, etc., One way he educates his follow- mentum. It’s truly an interesting process, you can’t legitimately call it a trend. A ers is through the annual uBloom Trend and you can’t rush it. It’s fun to observe, trend requires consumer acceptance. Synthesis, a free report highlighting the speculate and, when the results begin to The trend process is organic. It hap- year’s prevailing trends and showing how form, report back. pens in spite of what anyone may want. florists can use them to advance their busi- That’s why we don’t allow anyone to nesses. Schwanke spoke briefly with Floral FM: How does trend forecasting pay to be featured in the uBloom Trend Management editors about each trend, for the fl oral industry Synthesis or to pay for our research. the work that went into creating his guide differ from, say, fashion? We pride ourselves on being objective. and the importance of staying abreast of JS: As much as we like to think that flow- what’s happening in the world, particularly ers and foliage lead the world, our indus- FM: Why is it critical to stay in terms of consumers’ tastes. try is actually very reactionary. We don’t on top of current trends? forecast trends so much as we identify JS: Our flower-buying consumers are FM: What kind of research and curate them. This is a very good smart and savvy. They know what the went into this guide? thing! By the time a trend reaches our newest trends are. They shop online and JS: My husband, Kelly Blank, and I do on- industry, it’s really stabilized and we can in person. They watch TV and go to the going research for uBloom.com, Blank Art easily sell it. We’re also fortunate that movies. They travel and experience life. and Design (his business) and a variety of industry leaders like DESIGN MASTER When floral professionals are on top of clients in all kinds of industries. What we color tool Inc. and Reliant Ribbon, as the trends they see and translate them learn about fashion, which is formulated well as many flower and foliage growers, into flowers, the industry is able to cash in for a future season, sets the stage for what stay up on what consumers like and use on consumers’ current needs and desires. may (or may not) happen with flowers, the information when planning for the This is how the flower professional con- events or decorative accessories. future . (We feature their products in our tinues to turn people’s feelings into flow- I’m also a design expert for the Dallas guide.) Consequently, by the time trends ers — and, ultimately, sell more flowers to Market Center. When we’re there, we hit our industry (at a retail level), there more people more often! visit as many showrooms as possible and are trend-ready products available for Here is a short excerpt of the guide’s study all aspects of design — furniture, florists to buy. We don’t have to wait for four trends.

The magazine of the Society of American Florists (SAF) 31

FM AprMay18 Feature 2 v5.indd 31 3/26/18 5:15 PM > DESIGN DU JOUR

“Life is about special personal connections and shared experiences. Why not include flowers? There’s no better in-person icebreaker!” Schwanke SOCIAL said. The Social trend also pertains to the digital world. “It’s important that we like and share flower images on social media,” he said.

Style Hand-tied bouquets, perfect for gift giving.

Colors Graphite 560, Wisteria 557, Chartreuse 534, Coral 777, Lemon 132, Champagne Gold 242, Platinum 232

Flowers Parrot tulips, stock, leucodendron, alstroemeria, ‘Kermit’ spray chrysanthemums, ‘Green Trick’ dianthus

Foliage Variegated pittosporum

Ribbons Popular floral motifs, Day of the Dead, graffiti, peace signs and Pantone’s Color of the Year, Ultra-Violet

Foliage entered the spotlight in 2017 with Pantone’s choice of “Greenery” as Color of the Year. It continues to fascinate consumers, as evidenced by the RAINFOREST popularity of foliage-heavy bouquets at weddings. Rainforest expands on this trend with flora that looks exotic, pulling in the tiki culture and all things tropical. Water is also an undercurrent of this style, tying into people’s inter- est in the planet’s well-being and conserving resources.

Style A tropical look with a focus on foliage and natural accents, like driftwood, reclaimed or repurposed wood and stone. Tiki motifs have an influence here, as do other island elements.

Colors Carnation Red 716, Basil 676, Bright 790, Beach 559, Mist 555, Pacific Blue 690, Mossy 868

Flowers Anthurium, heliconia, orchids, proteas, leucodendron, pepper- , hypericum

Foliage Monstera, monstera, monstera! These leaves, highlighted by heavy hitter publications including Vogue and Elle Décor, can be seen throughout the marketplace in wall coverings, upholstery, women’s fashion, accessories and art. “Monstera is undeniably getting more attention than any other foliage has seen in decades, earning it ‘Foliage of the Year’ honors,” Schwanke said.

Ribbons Aspid ribbon — embroidery foliage patterns, dragonfly cutouts, jute, , vine and green accents

32 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Feature 2 v5.indd 32 3/26/18 5:15 PM is a favorite activity of many and continues to gain popular- ity. “We’re seeing more and more flower farms pop up, as consumers VICTORY GARDEN crave flowers grown locally or regionally,” Schwanke said. “The desire to know where one’s food comes from has spilled over to flowers too.”

Style Garden-style groupings of flowers; flowers mixed alongside vegetables in beds, containers or arrangements

Colors Sunflower 533, Tangerine 776, Radish 551, Violet 715, Blush 781, Sprout 554, October Brown

Flowers Sunflowers, ranunculus, peonies, garden roses, Queen Anne’s , irises, tulips, nigella, pussy willow, forsythia, lilacs

Foliage ‘Bracken’s Brown Beauty’ magnolia

Ribbons Lattice patterns, embroidery garden tools, ladybugs, flower and garden motifs

Personal experiences motivate the next generation of consumers, whether that’s learning to embroider from an aunt or gathering CRAFTED with friends to learn how to brew their own . This trend taps into the mindset of people who appreciate quality homemade goods, enjoy spending time with others and crave DIY advice.

Style Wreaths, garlands and arrangements in vintage, reclaimed or repurposed containers

Colors Light Ochre 533, Almond 794, Sepia 538, Fresh Green 133, überFrost 569, Grey Flannel 798, Cranberry 713

Flowers Rose hips, scabiosa pods, millet, mint, rosemary, wax flower, leucodendron, dusty miller, rudbeckia

Foliage ‘Milky Way’ aspidistra, ornamental grasses

Ribbons Lace, burlap, cork, embossed, embroidered or woven yarn, and chenille-based ribbons

Katie Hendrick is the senior contributing GET THE REPORT editor of Floral Management. khendrick@ For a complete copy of the uBloom Trend Report, along with instructions on featured safnow.org design trends and additional inspiration, head to uBloom.com/Trends2018.

The magazine of the Society of American Florists (SAF) 33

FM AprMay18 Feature 2 v5.indd 33 3/26/18 5:15 PM FM AprMay18 Feature 2 v5.indd 34 3/26/18 5:15 PM FM AprMay18 Feature 2 v5.indd 35 3/26/18 5:16 PM EDITORS’ NOTE Paul Goodman, CPA, PFCI, and Derrick Myers, CPA, CFP, love a good financial management challenge, however big or small. Send your questions to [email protected], and we’ll challenge the experts to tackle them in an upcoming article.

Spring Clean YOUR FINANCIALS

Dust off your > How much should you be earning as an three items, they will be profitable. If owner? How do you figure cost of goods they don’t control these three, they standard operating sold (COGS) by product line? How do won’t be profitable. It’s as simple (and procedures to make you keep labor and facilities expenses in complicated) as that. check? What other cost areas can really sure you’re hitting sap your profits? 1. COGS fi nancial targets These are some questions I frequently COGS is defined as “product costs.” For field from florists, and they’re questions green plants COGS is the cost of the that pop up even among longtime plant and the cost of any container or BY PAUL GOODMAN, CPA, PFCI business owners. That’s why I suggest supplies that are used. For a plush ani- all florists periodically review and refresh mal it is the cost of the plush animal. their operating procedures and targets to For arrangements COGS is the cost of ensure maximum profitability. The closer the flowers, foliage, container and supplies. you get to the industry standard targets Assuming you use a 2x markup or more below, the more likely you will be running on the container and charge something for a profitable operation. supplies, the only critical item to watch and control is the cost of flowers and foliage. Three Critical Areas Your flowers and foliage cost for arrange- There are three critical expense items ments should not exceed 25 percent of when it comes to making a reasonable your arrangement sales. Period. Simple. profit. If a retail florist controls these Really profitable shops do even better.

36 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Goodman-Myers v2.indd 36 3/26/18 5:17 PM Many florists only get their COGS However, when facilities expenses ex- Other Targets as a single number. They don’t get ceed the 10 percent level, profitability Although COGS for Arrangements, COGS broken down by product line. disappears. The shop is providing a Payroll Expense and Facilities Expenses That’s not ideal. Break down your profitable living for the landlord, but comprise the major expenses in a retail COGS by product line. Put only not the shop owners. flower shop, the remainder account for flowers and foliage costs into COGS 17 percent to 21 percent of sales. The for Arrangements so you can What Constitutes ‘Sales’? really profitable shops manage these that critical number. Have a COGS Since the targets (except for COGS) expenses as well. Supplies line for the containers and are figured as a percentage of sales, it The largest two expenses in this cat- other supplies. is important to know exactly how sales egory are advertising and expense. Arrangements is the one COGS are defined. How you treat wire orders Advertising should run between 3 area that needs to be controlled prop- can make a big difference in what you percent and 4 percent of sales. If you erly for a retail florist to be profitable. consider total sales to be. are aggressively growing your business All the others are not important com- Sales for financial purposes are you might increase this by a percent or pared to this one. defined as all sales plus wire-ins at 73 two, but remember this will impact your percent and wire-outs at 20 percent. bottom line by a similar amount. 2. Payroll This accurately reflects the amount of Vehicle expense in most retail flower The second major cost item to control money you are going to receive. shops runs in the same 3 percent to 4 is your labor costs. Like COGS they I recommend that you divide sales percent range. Occasionally it is higher constitute a large portion of your ex- into the major categories for Product when an owner/manager drives a vehicle penses. First, put the owner/manager Sales and Non-Product Sales for that the business owns. on the payroll. When the owner/man - income statement purposes. Nothing wrong with that except ager is on the payroll, total income for Major categories for Product Sales you need to remember that your higher the owner/manager, including payroll include arrangements, plants, vehicle expense is due to a perk for and net profit, is usually larger. and dried, gifts and any other product the owner and that amount should For a single location shop with the items you sell that comprise at least be considered as a part of the owner/ owner/manager on the payroll, your total 5 percent of your sales. You shouldn’t manager compensation package. payroll should not exceed 30 percent of have separate categories for sales sales. Payroll is defined as wages, payroll that don’t represent that minimum The Most Important Target taxes and employee benefits. amount of sales. Non-Product The most important question: How Total payroll with the owner/man- sales include any sale that is not a much money should you make? Net ager on the payroll should not exceed product: Wire-out service charges, profit before taxes should be 10 percent 30 percent, no matter how large the wire-out commissions, rebates, of total sales. Although a few very well- shop. However, once a shop exceeds delivery charges, labor charges, managed shops will produce 16 percent the $500,000 sales mark and has to interest or rebilling charges and other on the bottom line, for most shops a begin adding managers, employee pay- miscellaneous non-product sales. realistic target is 10 percent. roll will climb as a percentage of the Wire-out commissions are the 20 whole. (Multi-location shops or shops percent of the wire out that you get to Paul Goodman , CPA, PFCI, is the with garden centers have a payroll keep. The remaining 80 percent you founder of Floral Finance Business target of 35 percent and a net profit of owe to the wire service. Services based in Tulsa, Oklahoma, editor only 5 percent.) For incoming wires, I recommend of Floral Finance and author of The Profit- When payroll is too high in a flower that you enter them in the same sales Minded Florist. [email protected] shop, the problem is usually in the de- category as a local order at 100 per- sign room. Too many hours of design cent of their value. The only difference wages are paid for the amount of vol - between a local order and a wire order ume the shop is selling. In other words, is how it is paid for and the 27 percent productivity is too low. commission on incoming wires. HOW MUCH CAN To handle the 27 percent commis- A FLORIST EARN? 3. Facilities Expenses sion, I recommend that you set up a This is the first question small business Facilities expenses include rent, Wire-In Commission category under owners ask. “What will my paycheck utilities, maintenance and repairs, and Non-Product Sales. This will end up look like?” Floral Finance Business facilities . being a negative sales number to take Services says you should make 10 per- The average facilities expenses for the 27 percent away from your sales. cent profit as well as paying yourself retail florists in is 8.5 I like to place it right under 10 percent of sales up to $500,000 in percent. The do-not-exceed target is the Wire-Out commission sales total sales. (If your shop is larger than 10 percent of sales. category, which keeps your two wire $500,000 in sales you can add 5 per- Most retail florists do not have commission accounts together on cent of the sales above $500,000 to a problem with facilities expenses. your income statement. your paycheck.) – P.G.

The magazine of the Society of American Florists (SAF) 37

FM AprMay18 Goodman-Myers v2.indd 37 3/26/18 5:18 PM Industry News BY KATIE HENDRICK

MOST FLORISTS INDUSTRY MOURNS BELOVED ICON SEE VALENTINE’S DAY SALES GROWTH > Gay Smith, the longtime technical manager for Chrysal Americas and a popular speaker and > A mid-week holiday, mild writer for most industry groups, died March 1, weather in much of the country, after a long battle with cancer. She was 63. a strong economy — and a “The Society of American Florists is but one of lot of blood, sweat and savvy many who will feel an enormous void marketing and promotion led with Gay’s passing,” said SAF CEO Kate Penn. “Gay to a strong Valentine’s Day this was a prolific contributor of practical, easily relat- year for many florists. able and accurate content about how to care for Sixty-eight percent of flowers, both in publications and in live education. Society of American Florists In more than 20 years of working with Gay, she retailer members respond- never said no to SAF, whether we were asking her ing to the organization’s to write an article for Floral Management maga- post-holiday survey said their zine, present a program or provide quality control MERCHANDISING Valentine’s Day sales in- over SAF’s Outstanding Varieties competition. Our creased this year, compared to industry’s product — and its practitioners — ben- legend and friend Gay Smith, the MARKETING sales in 2017, when the holiday efited greatly from Gay’s expertise.” longtime technical manager for Chrysal fell on a Tuesday. About 41 “We lost a valued colleague and a dear friend,” Americas, died March 1, after a long battle LEADERSHIP percent said sales this year said Jim Kaplan, president of Chrysal Americas. with cancer. In 2016, she received SAF’s President’s Award. were higher than Valentine’s “Gay meant the world to our international E-COMMERCE Day 2007, when the holiday organization and will be missed greatly worldwide.” last fell on a Wednesday. On behalf of Chrysal’s staff, clients “and the entire industry,” Kaplan established TECHNOLOGY “This year we focused on the Gay Smith Memorial Tribute with the American Floral Endowment. Find out more at preparation, setting goals, endowment.org/donate. RETAIL TRENDS working more efficiently, and reducing stress,” wrote one re- EDUCATION spondent in Oklahoma. “It was ARNE M. THIRUP, AAF: 1928-2018 our best ever.” DESIGN Among florists who > Arne M. Thirup, AAF, the former President of experienced an increase, 91 Pajaro Valley Greenhouses Inc. in Watsonville, NETWORKING percent attributed the positive California, died peacefully on Feb. 21. He was result to the day of the week, 90 years old. CARE AND HANDLING a Wednesday. “Arne was a true pioneer in American cut The survey was emailed to flower production,” said former Society of STAFF TRAINING SAF members on Feb. 19 and had American Florists president Red Kennicott, AAF, an 11.7 percent response rate. of Kennicott Brothers Wholesale in Chicago. Not everyone saw those “Arne’s friendly personality and his willingness positive returns: About 17 to share resulted in his becoming a mentor to percent of respondents said many, as he established standards to which sales remained on par with last others aspired.” year’s returns and 14 percent Thirup held many leadership positions within said they decreased. the floral industry throughout his life, and he Throughout the country, played a key role in the creation of the California competition remained steep. Cut Flower Commission. In 2001, he was industry innovator Arne M. Thirup, AAF, the former President of Pajaro “Today, consumers think we inducted into SAF’s Floriculture Hall of Fame, Use promo code are like Amazon,” noted a florist in the industry’s highest honor. In 1987, Thirup also Valley Greenhouses Inc. in Watsonville, California, died peacefully, surrounded California. “’Take it off the shelf and became one of Grower magazine’s SAFNOW by his family, on Feb. 21. In 2001, he was for $50 off entry! send it out on the delivery truck.’ earliest honorees as Grower of the Year for his inducted into SAF’s Floriculture Hall of Co-located with: Register at We are not like that. We have to activism supporting fair trade in cut flowers. Fame, the industry’s highest honor. SmartFood Fresh TEC Fresh MKT ™ process, design, route and deliver.” EXPO EXPO floriexpo.com According to the survey, the average overall transaction this JUNE 25-27, 2018 | CHICAGO year was down slightly, to $73, GO DEEPER Education Partners: compared to $78 last year and Read more about the lives of Arne Thirup and Gay Smith, and get more information Join us for three days of trends, education, design demos, unparalleled networking with industry leaders and more than 150,000 square feet of floral, produce, and cold chain exhibits! $84 in 2016. on the SAF survey at safnow.org/moreonline. Produced by:

38 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

WF_313659_ife18_saf_ad.indd 1 3/13/18 9:02 AM FM AprMay18 Industry News v3.indd 38 3/26/18 5:19 PM MERCHANDISING MARKETING LEADERSHIP E-COMMERCE TECHNOLOGY RETAIL TRENDS EDUCATION DESIGN NETWORKING CARE AND HANDLING STAFF TRAINING

Use promo code SAFNOW for $50 off entry! Co-located with: Register at SmartFood Fresh TEC Fresh MKT ™ EXPO EXPO floriexpo.com

JUNE 25-27, 2018 | CHICAGO

Join us for three days of trends, education, design demos, unparalleled networking with Education Partners: industry leaders and more than 150,000 square feet of floral, produce, and cold chain exhibits!

Produced by:

WF_313659_ife18_saf_ad.indd 1 3/13/18 9:02 AM FM AprMay18 Industry News v3.indd 39 3/26/18 5:19 PM FIELD TRIP BY JULIE MARTENS FORNEY

great expectations Developing an app required Oregon Flowers to engage in some out-of- the-box thinking.

AN ‘UBER-INSPIRED’ MODEL FOR FLOWER SALES > The motto at Oregon Flowers Inc. is they found is in the hand of nearly everyone guesswork out of readiness. Mother “flowers grown with a Dutch touch.” you see: a smartphone. “We wanted to Nature can throw all the curveballs she Founded by Society of American Florists make our product as available to customers wants, but buyers can know when a spe- Chairman Martin Meskers, AAF, and his as Uber or Amazon has,” he said. cific variety is actually ready. wife, Helene, in 1985, Oregon Flowers Making the leap from growing flowers Oregon Flowers rolled out the app to delivers top-quality soil-grown flowers to to developing an app is a big one. “It may a few customers for Valentine’s Day. The American and Canadian markets. Growing seem like the next logical step for us, but it response? Positive. “Not every customer flowers with a Dutch touch refers to the wasn’t easy to get here,” Tyler said. Giving will want to use it, but those who are keen obvious family heritage behind the busi- customers a nontraditional buying experi- on technology love it. It brought us a lot of ness and also speaks to the technology ence required out-of-the-box thinking — last-minute orders,” Tyler said. behind the blooms. and a few passport stamps. Tyler’s floral The goal of everything at Oregon State-of-the-art Dutch greenhouses, industry tours in China helped him see the Flowers? To sell flowers. “My parents, coolers and robotic equipment keep this potential of smartphone use in flower buy- my sister, me and, one day, my children West Coast flower-growing operation ing. “Even people with the simplest sales — growing flowers is in our blood,” Tyler competitive in production and harvest — a bucket of stems — had smartphones said. “It’s what we like and what we live techniques. “It’s no secret that over the they used to purchase, deliver and coordi- for. Our Dutch heritage brings us to live last 30 years, we’ve focused very heavily nate flower sales,” he shared. That Chinese simply, work hard, stay disciplined and on running an efficient business on the connection birthed the inspiration to marry really succeed, all while having fun. That’s growing side,” said Tyler Meskers, vice technology with sales. the real Dutch touch.” president and fourth-generation flower Julie Martens Forney is a contributing grower. “In the last few years, we’ve re- An App Takes Flight writer. [email protected] alized that maybe we haven’t focused Oregon Flowers worked with a local enough on the sales side.” digital company to develop the app. The After all, selling flowers in 2018 is very main function of the app focuses on two different from selling in 1985. In the past, tabs: “Currently Available” (real-time Oregon Flowers sold to wholesalers buy- inventory) and “Featured Flower” (show- GO DEEPER ing for florist shops. “Today our wholesale cases a highlighted variety, such as a Read more about the Meskers family at clients are dealing with a different work new product). The beauty of the app is safnow.org/moreonline. environment in terms of design custom- that it takes the clock out of inventory ers. Our flowers wind up in many outlets, inquiries. Now wholesalers in any time including grocery stores and independent zone can check flower availability any design studios. In all of these places, time of day with a simple swipe. working hours are no longer 8 to 5, which On the Oregon Flowers end, sales calls QUICK TAKE means our wholesalers need to know become more efficient because customers Company: Oregon Flowers Inc., Aurora, flower availability at all hours,” Tyler said. already know what they want. “There’s no Oregon (oregonflowers.com) more working through the entire prod- The tech: An Apple and Android- Inspiration Strikes uct list with each customer,” Tyler said. compatible app that shows real-time As the Meskers pondered how to cater to “Now we wake to orders placed via email, flower inventory (available via the App their wholesale customers’ changing needs, and the sales call confirms and maybe Store and Google Play) they were also searching for a strategy to showcases other product, perhaps a new Benefits: Streamlines sales calls and solidify their own business success — for variety.” The app the gap between gives wholesale customers 24/7 ac- another 30 years. Tyler said the answer greenhouse and customer and takes the cess to inventory

40 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Field Trip v2.indd 40 3/26/18 5:16 PM FM AprMay18 Field Trip v2.indd 41 3/26/18 5:16 PM Digital Strategy BY JEFF HIGGINS

STAY ON TOP OF CHANGES IN SOCIAL > Social media changes fast, and it’s actions handled in-app via a Stripe ac- pact on companies in test areas: Their important for florists to stay aware of count. (No word yet on whether Vero will organic post reach fell to almost noth- updates, tweaks and new platforms. The eventually link up with PayPal, too.) ing. Not surprisingly, those companies way you reached customers a month My advice, with any new platform: began looking for other advertising op- ago may be quite different from how you Try it, in moderation, and don’t pull any tions outside of Facebook. That experi- connect with them today. The only way resources from existing successful ef- ment has been curtailed. to make these platforms work consis- forts. Keep your expectations in check. Another change to the Facebook tently for your business goals is to un- Vero (and other new platforms) could be algorithm: The company is now de- derstand how the platforms themselves the next big thing, but the space is com- moting posts, giving them less reach work. Here are some recent updates in petitive. It may never help you reach the when they use “Engagement Bait” the social space. audience you’re targeting. phrases (e.g., “Share this post” or “Tag a friend”). This change is in line with Vero Revs Up Other Updates on the company’s effort to reduce spam One relatively recent change to consider? Existing Platforms content. (Check out more about en- An entirely new social media platform. Here are some other changes I think gagement bait and best practices for The social media network Vero has every florist should be aware of: avoiding it at safnow.org/moreonline.) been around since 2015, but it’s garnered Twitter. Twitter has been slowly Instagram. Instagram has been a massive increase in publicity lately, out more features to improve trying to beat Snapchat at its own throwing its hat in as a challenger to the user experience. While some digital game. They started by using the idea of Facebook and Instagram. marketing experts say the site is falling “Stories,” a concept first made popular The site’s design has a similar feel behind other platforms that are adding by Snapchat, and have recently started to Instagram (heavy on visuals, with a options such as stories, Twitter remains testing an app called Instagram Direct, sleek design). When it launched, Vero the go-to place for instant access to which is solely for messaging. had some problems, including crashes breaking news and customer service Instagram will also soon let you and log-in challenges. Most of those have connections (including complaints). share an Instagram post from anyone been resolved, and many users, disen- In addition to bumping the char- on your feed to your own stories. This chanted with how changes to Facebook’s acter limit per tweet from 140 to 280, move will let companies utilize user- and Instagram’s algorithms have meant Twitter also added a “save to book- generated content. For example, if your that information no longer appears mark” functionality. This means users shop uses a branded hashtag on your strictly chronologically, are checking can more easily save tweets for later arrangement cards, you could find every out the new site: Vero recently reported reading. The change also makes it eas- photo posted to Instagram using that more than one million users in a 48-hour ier to share tweets as a direct message hashtag and add it to your own story to period. (Instagram has 500 million-plus with another user and on another plat- showcase your arrangements. daily users; Facebook has 1.57 billion.) form, including Facebook, or via text. What’s behind the rush to Vero? The Facebook. Over the past few months, Jeff Higgins is certified on multiple site has promised that its feed will always Facebook had been testing its “Explore industry-leading platforms, a be chronological, and the site doesn’t Feed,” a feature that segmented users’ contributor to Social Media Today, use ads. Instead, Vero charges users a feeds, so that their main feed showed Hacker Noon, Art + Marketing, top small annual fee. (The company offered only posts from friends, and a second writer in Social Media on Medium, the first 1 million users accounts “free feed had a mix of posts from businesses Sprout Social Elite All Star, and the for life,” and because of “extraordinary and news publishers. social media director at Bloomerang demand,” has since expanded that offer.) The goal was to help users connect Solutions. He enjoys fruity beach Companies on Vero can have dedicated more with their friends, but the experi- drinks with an umbrella. jeff@ “buy” or “purchase” buttons, with trans- ment had an immediate, negative im- bloomerang.solutions

42 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Your Digital Brand v2.indd 42 3/26/18 5:25 PM FM AprMay18 Your Digital Brand v2.indd 43 3/26/18 5:25 PM Business of Design BY KATIE HENDRICK

SOPHISTICATED SELECTIONS > In her 15-plus years as a floral designer, Heather de Kok, AAF, AIFD, PFCI, has discovered a few qualities that consistently “wow” customers. Among them: texture and surprise. Lately, the Edmonton, Alberta, florist has been flaunting both with “Tropical Nouveau” designs. This style couples traditional, temperate fl owers (roses, lilies, carnations, and the like) with more exotic blooms, such as anthurium, heliconia, ginger, proteas, orchids and tropical foliage. “It’s something unexpected that gets consumers looking at their professional fl orist in a new light,” she said. “Additionally, it has a ton of visual interest and fl owers that people recognize as unique, which immediately elevate perceived value.” luxe and lush Orchids and anthurium dance with roses, Here are two of her best sellers. carnations, stock and a variety of temperate foliages, creating a jaw-dropping look for the bride who craves modern Katie Hendrick is the senior contributing editor elegance. De Kok’s tip? “Use the words ‘Tropical Nouveau’ of Floral Management. [email protected] when describing this style to clients,” she said. “The name conveys being on the cutting edge.” Design time: 10-12 See safnow.org/moreonline for complete recipes. minutes. Wholesale costs: $60. Suggested retail price: $150.

semi-tropical It only takes a few stems of high-impact anthuriums to transform a typical, everyday arrangement to something unexpected and upscale, De Kok said. Design time: 10-12 minutes. Wholesale costs: $49. Suggested retail price: $120.

44 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 Business of Design v3.indd 44 3/26/18 5:08 PM FM AprMay18 Business of Design v3.indd 45 3/26/18 5:09 PM New Products BY MACKENZIE NICHOLS

SIGNED, SEALED, DELIVERED

affairs to remember The customizable “Flowers in Glass Jar” return address labels, designed by the artists at Felix Doolittle, are a tasteful finishing touch for any gift. Looking for notes to match? Check out the shop’s Blush Bouquet artful thanks occasion card. > FelixDoolittle.com Customers who want to give a friend a “thank you” note that doubles as a piece of art will love Isa Salazar’s watercolor cards. In this “Pansiful” take on the colorful viola, Salazar, a printmaker and photographer, brings an impressionistic view to stationery design. > IsaSalazar.com

busy bee garden delight Paper Pop Card’s “Flower Fence” pop-up card brings a spring garden plot into Enamel pins are all the rage and customers will delight in these unique recipients’ hands. Complete with a charming Audrey Hepburn quote, this gift will gifts, handmade in by the folks at Halifax Paper Hearts. The brighten everyone’s day in a lovely, unexpected way. PaperPopCards.com “Chubby Little Bee Enamel Pin” is perfect for pollinator enthusiasts, who > will wear it and attract sweetness wherever they go. Halifax’s “Happy Bee-Day” cards will complete the theme. > HalifaxPaperHearts.com Mackenzie Nichols is a contributing writer. [email protected]

46 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

FM AprMay18 New Products v2.indd 46 3/26/18 5:20 PM

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The magazine of the Society of American Florists (SAF) 47

FM AprMay18 Classifieds v2.indd 47 3/26/18 5:10 PM Quality BY TERRIL A. NELL, PH.D., AAF

Flower School: This is the second in a five-part series on extending flower life and maintaining flower quality.

KEEP IT CLEAN

> Cleanliness is a key component in only approach that works to prevent ■■ Wash hands frequently. flower care and handling. Flowers — and contamination from spreading to petals, ■■ Sterilize cutting tools as everything that touches them — should leaves and stems. Use an alcohol solu- often as you can. be as clean as possible for best perfor- tion or disinfectant to clean clippers and ■■ Clean and sterilize buckets mance. Dirty conditions in coolers, work/ knives and antibacterial solutions on cut- between each use. design rooms, buckets used for hydrating ting surfaces and design tables. As you’ll ■■ Wash design tables with flowers and even delivery trucks trans- recall from last month’s column, cutting antibacterial solution lates to opportunities for disease and stems underwater leads to contamina- several times daily. shorter vase life. Let’s look at a cleanli- tion quickly. When researchers cut 300 ■■ Remove flower waste ness program that works for growers, rose stems under water, vase life was re- remaining from designs and wholesalers and retailers. duced by 40 percent compared to stems dead and diseased flowers cut dry and placed directly in properly from the processing and Clean Water, Buckets mixed hydration solutions. And keep in design area frequently. and Vases mind that disease spores can reside on ■■ Cover garbage cans containing As we discussed last month, water is es- hands or on clothes too — so wash your flower and plant debris. sential for flower life and flower opening. hands and aprons frequently. ■■ Sweep floors several times daily. Water is pulled up the stem by a pres- ■■ Avoid underwater cutters. sure differential between the leaves and Disease Spores: They’re ■■ Wash walls, floors and tables/ the base of the stem. Microbial growth Everywhere benches in coolers monthly. occurs when there are dirty conditions in Disease spores are not visible to the ■■ Clean the interior of delivery vases or hydration containers, or if vase human eye except at very high infestation trucks at least weekly. solutions are reused. These microbes levels, but they are always present and block the flow of water up the stem. are easily dispersed in the air. Picking up Terril Nell, Ph.D., AAF, is professor Using clean buckets with properly mixed flowers in the cooler may release spores emeritus at the University of Florida, a hydration and flower food solutions will into the air, onto clothing, and onto cooler consultant to the floral industry and the minimize microbial growth and main- benches, the floor and the walls. These research coordinator for the American tain a steady flow of water up the stem. disease spores may remain for at least a Floral Endowment. [email protected]. Many discussions of cleanliness end year, unless you remove them by cleaning. with the discussion of clean buckets. But At the present time, there is no scientific this is just the beginning. evidence that air-scrubbing devices are sufficient to solve the problem of airborne GO DEEPER Clippers, Cutters, contamination of disease spores, so it’s key Knives, Work Surfaces, that you deep-clean your shop regularly. For additional information, read the Hands and Clothing American Floral Endowment’s report Microbes and disease spores collect Cleanliness Checklist “The Three C’s of Success With Fresh on clippers, work surfaces and coolers. Avoid flower loss and increase profits by Cut Flowers – Cleanliness,” at safnow. Aggressive and frequent cleaning is the following these recommended practices: org.moreonline.

48 FLORAL MANAGEMENT | APRIL-MAY 2018 | WWW.SAFNOW.ORG

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