May 2016

Mercury Messenger

FTD and Hallmark Partner to Delight

and Inspire PG. 2

The PerfecT Pair

FTD Debuts new rewards Program

smith Floral & greenhouses celebrates 100 years with FTD

PG. 4

PG. 5

The FTD® Happy Moments Bouquet by Hallmark (HMJp)DSRP $7499

what's new

since 1910, Hallmark cards and FTD have been making all of life’s milestones more memorable and special occasions even more special. now we’ve joined forces to partner on an exciting new collection of bouquets that are sure to boost demand and sales among customers looking to

build, strengthen and enhance their families’ and friends’ emotional connections and celebrations.

each of the Hallmark codified exclusive arrangements will feature a unique tag with a heartwarming message created by the expert greeting card writers. The collection of everyday designs will launch on FTD.com in June.

Contact your FTD Marketplace Representative at 800.767.4000 to place your order today.

Dear FTD Florists,

As I travel and spend time with members, I consistently hear messages of optimism. sympathy, weddings, corporate events and online orders are all providing opportunities for growth. Members also tell me that they are seeing higher consumer retail prices, which is certainly a positive sign.

That said, the floral marketplace remains challenging and highly competitive. I encourage all of you to market your local business, explore avenues to reduce your flower costs and leverage Mercury technology to become more effective and efficient. I hope that you’re taking advantage of all of the programs and solutions available to you as an FTD Member Florist. We’re excited to announce that the FTD co-op Advertising program is back by popular demand for 2016 (learn more about this opportunity on page 3). If you’re looking to expand your marketing reach but find there aren’t enough hours in the day, give our Market for you program a try.

We are excited to offer terrific new products, including the Hallmark collaboration, and an average order value north of $70. Member florists who are codified for FTD exclusives, minimize order rejects and focus on quality will also position themselves to receive more orders and, hence, more potential customers. remember, most if not all orders have a cost to them (including local orders) and all florists can make a net profit on incoming orders from the FTD network.

Beginning in June, all FTD members will automatically enjoy the benefits of our new and exclusive FTD rewards program (learn more on page 4). Last but not least, if you’re not already utilizing Mercury Point of sale, give our team a call at 888.205.7225 or contact your local FTD Technology sales consultant to learn more.

Despite the challenges and change in our industry, it’s inspiring to see our members adapt and overcome. We’re excited to share a profile on smith Floral & greenhouses in Lansing, Michigan. This family owned and operated store has been in business for 113 years, 100 of them as an FTD member, and is still going strong!

We look forward to helping you take your business further!

Letter from Tom

executive Vice President Florist Division

geT insPired by The Mercury Messenger blog

FTD® + HallMaRk

FTD is excited to announce the new Mercury Messenger blog, which we created to delight and inspire FTD Florists and the floral community.

The blog will feature content from industry floral experts, FTD team members and other business professionals. readers will discover the newest trends, business-building ideas, tips from industry veterans and more.

Bookmark the new Mercury Messenger blog at blog.FTDi.com.

A Perfectly Picked Partnership

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Each unique gift tag is designed by Hallmark greeting card experts.

Top: The FTD® Peace, Comfort and HopeTM Bouquet by Hallmark (HMW) Bottom: The FTD® love Bouquet by Hallmark (HMa)

A. at Always In Bloom in Spring, TX, designer Perla Rodriguez crafts a red rose bouquet. B. at The Flower Company in Palm Desert, Ca,

FTD Field Business Consultant Scott Maynard poses with owners lizbeth and Maggie Meza in front of the store’s festively painted front

window. C. FTD Field Business Consultant John McCormick poses with shop owner Sharon Paulsen at Luv‘n Stuff Flowers in Portland,

OR. D. Designer Rachel McPhee puts the finishing touches on a Valentine’s Day bouquet at The Flower Cart in Scottsdale, aZ. E. Owner

Deb Deieso, lindsay Myers, lauren Miller and Melissa Valencia of Fresh Bloomers Flowers and Gifts, Inc. in Mesa, aZ, gather in front of

their store. F. FTD Field Business Consultant al McCann joins Dustin Issi and owner Rae ann Martin at Blooms of Elegance in Newton, NJ.

Leverage the FTD Brand and receive up to $2,500

Back by popular demand in 2016! FTD’s co-op Advertising program helps member florists build local brand awareness and drive sales. When you feature the iconic Mercury Man logo in your advertising, we will reimburse

you 50% up to $2,500 ($3,000 canada) in a calendar year.

celebraTingA Bright and Beautiful Valentine’s Day

co-oP adverTising reTurns

B

E F

C

Television (cable and broadcast) • Radio • Newspaper/Magazine Direct Mail/Inserts/Catalogs • Billboards • Digital Media

Vehicle Graphics • Awnings/Permanent Signage

What's Eligible?

For more details and to submit a fund request, go to FTDi.com/CoopAdvertising.

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Freshly Bloomed

FTD is always looking for ways to increase the value of your membership. We are thrilled to announce that a new FTD rewards program will debut in June. This loyalty program was designed to reward you for your purchases each month and help you save money on your number one cost of goods, flowers.

All FTD Member Florists are automatically enrolled in this new program. each month, you will earn one point for every dollar spent on purchases made through FTD, including membership, products and services. you will also earn three points for every dollar spent online at FTDFlowerexchange.com. Accrued points can then be redeemed toward the cost of flowers purchased online through the FTD Flower exchange.

For complete rules and guidelines, please visit www.FTDi.com.

blooMing in June: a new fTd rewards PrograM

give your career a boosT:regisTer now for fTd webinars

regisTer now for fTd booT caMP

FTD’s webinar series is a collection of Free educational presentations available online to help you increase your sales and profits while reducing costs.

sharpen your design techniques and learn branding and marketing basics at FTD Boot camp. This fun and informative three-day workshop is led by FTD education consultant Ann Jordan AIFD and was designed to help drive local business to your shop. FTD Boot camp is consistently rated the top FTD education course by attendees!

Building an Integrated Marketing Plan Presented by Tina coker AIFD, FTD education consultant

Tuesday, June 21, 2016 5 pm ET/2 pm PT

Discover the ins and outs of creating a successful marketing plan and learn a simple formula to ensure your efforts are profitable.

When: August 1-3, 2016

Where: FTD Headquarters Downers grove, IL

Register at FTDi.com/FTDUniversity.

J. keith White aIFD

You must view this webinar to enter our popular Makeover Magic contest!

Missed a webinar? a library of webinars is available 24/7 at FTDUniversity.com for FREE. Each session is recorded and postedfor future viewing.

save $100EaRly BIRD RaTE ValID THROUgH

June 1

Learn more and register at FTDi.com/FTDUniversity.Tina Coker aIFD

Maximize Your Merchandising Potential Presented by J. Keith White AIFD, FTD education consultant

Tuesday, August 16, 20165 pm ET/2 pm PT

The way your products are displayed needs to continuously evolve. During this webinar, you’ll gain firsthand knowledge on how to maximize your purchasing and merchandising possibilities.

earn Points onPrODucTs

earn Points onserVIces

earn Points onMeMBersHIP

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Florist spotlight

5

WhAT ADvICE Do YoU hAvE FoR FLoRISTS LookInG To ATTRACT nEW CUSToMERS? Be open to change and the changing needs and desires of

your customers. We are still looking at ways to improve our

services to our online customers. The larger your customer

base, the more versatility and flexibility you need to have

in your products and services.

hoW Do YoU TRY To SET YoURSELF APART FRoM ThE CoMPETITIon?We like to think that our experience and our reputation

help us stand apart. We are by far the oldest and largest

full-service floral shop in our community and we have

second and third generations of some families who are

our customers. In fact, it is not uncommon for us to be

doing the wedding flowers for a bride whose mother

and grandmother had their

wedding flowers designed

by our staff! We consider

that to be the ultimate vote

of approval.

ARE ThERE AnY CURREnT FLoRAL TREnDS ThAT REALLY ExCITE YoU? We are really enjoying

incorporating succulent plants

into some of our arrangements,

including bridal bouquets.

WhAT Do YoU vALUE ABoUT YoUR PARTnERShIP WITh FTD? FTD helps keep us connected to the industry and to

other floral shops who share our values.

ConGRATULATIonS on YoUR 100Th AnnIvERSARY WITh FTD AnD 113 YEARS In BUSInESS! To WhAT Do YoU CREDIT YoUR ShoP’S LonGEvITY?We have been a family owned and operated business since

1903. We take great pride in our work, and excellent customer

service and satisfaction are goals we strive for daily.

Our participation in community events and activities has

helped us maintain a good, strong community reputation.

CAn YoU TELL US A LITTLE BIT ABoUT YoUR ShoP’S LEADERShIP? The business was started by my husband's grandfather and

uncle, and his father ran it until his death. My husband managed

it for the last 35+ years, until his passing last summer.

WhAT MADE YoU WAnT To BECoME A FLoRIST? hAvE YoU ALWAYS WoRkED In FLoRISTRY? I have always admired floral arrangements, and do have

something of a green thumb. I worked in state government

for 33 years prior to my retirement and after that began

working in the family business to help out using some of

the skills I acquired working in communications.

WhAT Do YoU EnJoY MoST ABoUT BEInG A FLoRIST?Meeting people and sharing our history with them. recently

we expanded into growing produce, and I thoroughly enjoy

taking people on tours of our greenhouses and sharing our

family history with them. I also like working with children and

helping them learn about the value of growing food and flowers.

Smith Floral & Greenhouses, located in Lansing, MI, has been in business since 1903 and an FTD Member Florist since 1916. The shop maintains an extensive inventory of fresh flowers, plants and gifts to delight customers. Owner Karen smith spoke with FTD about the secrets to the shop’s success.

Smith Floral's robust offerings include both greenhouse items and colorful bouquets.

It is not uncommon for us to be doing the wedding flowers for a bride whose mother

and grandmother had their wedding flowers designed by our staff! We consider that to be the ultimate vote of approval.

kAREn SMITh, SMITh FLoRAL & GREEnhoUSES

celebrating a century with FTD

Smith Floral & Greenhouses

FTD® CEnTURY AWARD

100 Years

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delivery signaTures

delivery PicTures

Delivery signatures allow drivers to capture recipient signatures right on their smartphones with either a fingertip or stylus.

FTD is proud to sponsor dozens of state and national association conventions and education programs each year. Our mission is always to support our florists and help them succeed by sponsoring continuing education and promoting lifelong learning.

In July, FTD Mercury Mobile will roll out delivery confirmation capabilities designed to enhance customer satisfaction and quickly resolve delivery questions. In addition to on-the-go access to the Mercury Dashboard, Mercury Mobile users will now benefit from a recipient signature and picture capabilities.

Delivery pictures can be taken to document an order’s delivery location as well as its condition upon delivery. These pictures are automatically uploaded to the Mercury system and can be shared with customers if you choose. Latitude and longitude are also included with the image to confirm the exact delivery location.

current Mercury Mobile users will automatically have their systems upgraded to include these features.

mercury moBile adds delivery conFirmation capaBilities

To learn more about Mercury Mobile and other Mercury Technology tools, please visit FTDi.com/mercurytechnology.

eDucATIOn eVenTs&

Florida State Florists’ Association Conventionst. Augustine, FLFlorida state Florists’ Associationwww.floridastatefloristsassociation.comFeatured FTD Design Program: “Design in Designs” presented by FTD education consultant randy Wooten AIFD

July

June

3-7

3-5

AIFD National SymposiumOrange county, cAAmerican Institute of Floral Designerswww.aifd.orgFeatured FTD Design Program: “remembering the Magic” presented by FTD education consultant Jacob Mccall AIFD

July16-17 Texas Floral Forum Boerne, TXTexas state Florists’ Associationwww.tsfa.org

WesTexas New Mexico Florist Association Convention Midland, TXWesTexas new Mexico Florist Association Jane Terrell 800-996-2812 Featured FTD Design Program: “Jubilation” presented by FTD education consultant randy Wooten AIFD

Check out the 2016 education and events calendar at FTDi.com/FTDUniversity.

connecT wiTh uswww.FTDi.com | 800.788.9000

23-24

29-31

12-14

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Oklahoma State Florists’ Association Conference stillwater, OKOklahoma state Florists’ Associationwww.osfa.orgFeatured FTD Design Program: “The Life of the Party” presented by FTD education consultant Ian Prosser AIFD

Kentucky Florists’ Association ConventionLexington, KyKentucky Florists’ Associationwww.kyflorists.com

Tennessee State Florists’ Association ConventionFranklin, TnTennessee state Florists’ Association www.tennesseestatefloristsassociation.comFeatured FTD Design Program: “not so Traditional Holidays” presented by FTD education consultant Jacob Mccall AIFD

North Carolina State Florists Association Conventioncary, ncnorth carolina state Florists Associationwww.ncflorist.org

July

July

August

August

August19-21 Arkansas Florists Association ConventionHot springs, ArArkansas Florists Associationwww.arflorists.orgFeatured FTD Design Program: “Today's Bride” presented by FTD education consultant randy Wooten AIFD

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