letter from ftd ceo minnesota florist turns over a … › newsletter › july2006.pdf · bouquet...
TRANSCRIPT
Vol. 47 No. 7 FTD Newsletter © 2006, FTD
LETTER FROM FTD CEO Dear FTD Members,
I hope you a re a l l
having a great summer.
For many of you, it is a
very busy time with
wedding season in full
swing. I hope you are able to take some time
off to relax and that you find time to plan to
attend FTD’s new format for convention - FTD
on the Road Show. There are five regional
FTD-exclusive events designed specifically
with you in mind. Instead of hosting just one
event in one location, we are bringing the
show to you. We already made stops in Dallas
and Atlanta with great reviews! Our next stop
is Chicago on Friday, July 21, followed by Los
Angeles on Saturday, July 29, and New York
City on Saturday, August 12. With three
education programs, networking opportunities
and shopping, these events are full of energy
and excitement.
DRIVING CONSUMER DEMAND
As many of you know, FTD is now the primary
floral advertiser in Parade magazine, owning
the coveted second and third cover pages to
promote holiday codified products. With over
34 million readers in the U.S. and distribution
by more than 370 Sunday newspapers,
including all of the major markets, the co-op
advertising program is a great way to
drive consumers right into your shops. I
strongly encourage you to take advantage of
this opportunity.
We all know it can be difficult to drive
consumers into your shops during the slower
summer months. I encourage you to take care
of that predicament by offering your
customers a premium bouquet that doesn’t
require additional labor costs and has a 50-
60% margin. The FTD Gold Bouquet will help
you heat up your sales this summer and
provide your customers with a beautiful,
15-stem arrangement. I’ve visited shops that
sell it and the feedback has been excellent
from the shops. Consumers love it because
they leave your shop with a quality, brand
name bouquet for an affordable price. And
you’ll love it even more since it comes
pre-made and wrapped in a shimmering
organza insert, saving you both money
and time.
Enjoy your summer and I hope you have a
great start to the fall season.
All my best,
MINNESOTA FLORIST TURNS OVER
A NEW LEAF
WITH THE HELP OF IT’S CUSTOMERS,
BBaacchhmmaann’’ss in Minneapolis, MN has under-
taken a full shop makeover. From their
delivery trucks and packaging to the addition
of a gift boutique, Bachman’s created a fresh
new look for itself.
Paul Bachman, head of the marketing and
merchandising department at Bachman’s,
said the first step of the renovation was
research. The staff carried out the research
through a variety of avenues. They performed
test orders and visited other florists, but
their most valuable research came from the
customers in the focus groups.
Based on their research, Bachman’s added a
fresh green accent color to accompany their
signature color purple and created a new
look, which included a new logo, delivery
trucks with a bold paint scheme, packaging
incorporating the new color combination and
logo, and a new gift boutique called Wink.
According to Paul, Wink was created in
hopes of attracting and keeping younger
female customers. The boutique includes
reasonably priced novelty products, women’s
accessories, stationary and other gift items.
After the new look was in place, the company
created a buzz throughout the city to make
people aware that something significant was
changing at Bachman’s. Billboards were
placed throughout the city that read “Look
Who’s Turning Over a New Leaf” and “Look
Who’s Rearranging Their Arrangements”.
Bachman’s also passed out 1,000 hand-tied
bouquets in downtown Minneapolis and
St. Paul with cards that read “It’s been
awhile. Missing you. I’ve changed…for the
better. Done a lot of growing lately. Hope to
see you soon.”
“This really got people talking,” said Paul.
I t also generated media coverage and
increased traffic.
“The indicators are good,” said Paul. “The
momentum we’re trying to build really seems
to be there.”
Bachman’s has been an FTD Member for
78 years.
JOIN US FOR THE TRIP OF
A LIFETIME...
Be on the lookout for information on the 2007 FTD Member Tournament of
Roses’ trip this New Year’s! If you would like an FTD representative to contact you
when more information becomes available, please send an email to
The FTD Team is Working For You!
Contact Information:
FIND YOUR FTD BUSINESS CONSULTANT at FTDi.COM
FTD MARKETPLACE SALES • 800-767-4000
FTD MEMBER SERVICES • 800-788-9000
FTD TECHNOLOGY SALES • 800-767-3222
FTD FLORISTS ONLINE • 800-576-6721
FTD FLOWERS ALL HOURS • 800-669-1000
FTD CASH-FLO • 800-788-9000 EXT. 4262
FTD DIRECTORY SERVICES • 800-788-9000
ADVERTISING • [email protected]
NEWSLETTER • [email protected]
PUBLIC RELATIONS • [email protected]
INTERNATIONAL RETRANS • [email protected]
FTD FLOWER EXCHANGE • 888-776-1424
ftdflowerexchange.com
www.FTDi.COM
in this issueLETTER FROM CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 1
MINNESOTA FLORIST TURNS OVER A NEW LEAF . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 1
ALABAMA FLORIST DONATES MOTHER’S DAY BASKETS . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 2
HEAT UP YOUR SUMMER SALES WITH THE NEW FTD GOLD BOUQUET . . . . . . . . . . . . . . . . . .PAGE 2
A SUCCESSFUL MOTHER’S DAY FOR FTD MEMBERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 3
GEORGIA FLORISTS LEARN A PRACTICAL APPROACH TO CREATE AN ULTIMATE WEDDING . . .PAGE 3
CANADIAN FLORIST PROVIDES ‘FLOWER POWER” TO LOCAL CHARITIES . . . . . . . . . . . . . . . .PAGE 4
FTD DELIVERS FLOWERS AND SMILES TO NEW MOMS AT CHICAGO HOSPITAL . . . . . . . . . . .PAGE 4
ONTARIO FLORISTS ENJOY EDUCATION AND NETWORKING AT SPRING DESIGN SHOW . . . . .PAGE 4
CALIFORNIA FLORIST FINDS TIME TO CLOWN AROUND . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 4
USE OF GOOD BUGS KEEPS NEW HAMPSHIRE GREENHOUSE PEST-FREE . . . . . . . . . . . . . . .PAGE 5
FTD MEMBERS LEARN HOW TO PUT PIZZAZZ INTO THEIR EVERY WORK . . . . . . . . . . . . . . . .PAGE 5
MEMBER HIGHLIGHTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 5
PENNSYLVANIA FLORIST PARTNERS WITH COMMUNITY TO ATTRACT NEW CUSTOMERS . . . .PAGE 6
INDIANA MEMBER REFRESHES SHOP’S IMAGE WITH NEW LOCATION . . . . . . . . . . . . . . . . . .PAGE 6
DEALING WITH GAS PRICES AND DELIVERY COSTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 6
EDUCATION: MARKETING 101 FOR FLORISTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 7
FTD ADVERTISING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 8
2
HEAT UP YOUR SUMMER SALES WITH THE
NEW FTD® GOLD BOUQUET
FTD IS VERY EXCITED TO ANNOUNCE THE NEW
FTD® Gold Bouquet, a branded bouquet sourced
from “Best in Class” growers. This premium 15-
stem bouquet is pre-made and wrapped in an FTD
branded sleeve and shimmering organza insert,
which makes it perfect for both walk-in customers
and summer arrangements.
“The FTD Gold Bouquet helps our members offer
a premium choice to their customers that doesn’t
require additional labor costs,” said Michael
Soenen, CEO and President of FTD. “It also allows
the customers to walk out of the shop with a
quality, brand-name bouquet.”
The FTD Gold Bouquet is available to all FTD
Members through the FTD Flower Exchange
(www.ftdflowerexchange.com). Each case of the
bouquet includes a mixture of three color-themed
seasonal bouquets – green, yellow and purple and
is available in quarter boxes of seven bouquets and
half boxes of 14 bouquets.
“The FTD Gold Bouquet is another example of how
FTD continues to offer our FTD Members resources
and products to meet their customers’ needs and
ultimately increase profits,” said Soenen. “FTD is
constantly monitoring consumer trends to stay one
step ahead of the competition so our FTD Members
can effectively compete in the marketplace.”
To order the FTD Gold Bouquet, visit
www.ftdflowerexchange.com or call 1-888-776-1424.
ALABAMA FLORIST DONATES
MOTHER’S DAY BASKETSA CLASSROOM OF FOURTH GRADE STUDENTS
from Haleyville Elementary School in Haleyville,
AL surprised each of their moms with a flower
basket the week before Mother’s Day, thanks
to DDiixxiiee FFlloowweerr aanndd GGiiffttss in Haleyville, AL. Owner
Sherry White supplied the fresh flowers and
baskets to her granddaughter’s class and helped
the children arrange the flower baskets. Each
child also made a Mother's Day card and put the
finishing touch on their basket with a special
Mother's Day picture.
Dixie Flower and Gifts has been an FTD member
since 1988.
Sherry White (far left) and daughter Tonya Dennis (far right) stand with the fourth grade class of Haleyville Elementary School.
3
A SUCCESSFUL MOTHER’S DAY FOR FTD MEMBERS
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(1) Phuong Chong (left) and Alicia Gadek of GGaarrddeenniiaa FFlloorriisstt in Vancouver, BC prepare arrangements for Mother’s Day. Gardenia Florist has been an FTD Member since 2003. (2) FTD Field Business Consultant Tammy Sablic (left)
wishes Shelley Harvey of LLaaddnneerr VViillllaaggee FFlloorraall in Delta, BC a successful Mother’s Day. Ladner Village Floral has been an FTD Member for three years. (3) Owner Kellie Federici (far left) and staff of NNaattuurree’’ss WWoonnddeerrss FFlloorriisstt in Vancouver,
BC take a minute from their busy day for a group picture. Nature’s Wonders Florist has been an FTD Member for three years. (4) Nghia Diep, Jennifer Sullivan and Leslie Dick of SSppeecciiaall MMoommeennttss FFlloowweerrss in North Vancouver, BC show
off a Mother’s Day arrangement. Special Moments Flowers has been an FTD Member since 1998. (5) Kellie Christopher of FFlloowweerrss bbyy CChhrriissttoopphheerr IInncc.. in Elmira, NY prepares flowers for one of the busiest days of the year. Flowers by
Christopher has been an FTD Member since 1990. (6) John Hamel, owner of FFlloowweerrss bbyy DDiicckk BBuurrttoonn in Batavia, NY, sets aside a group of orders that are ready for delivery. Flowers by Dick Burton has been an FTD Member for 25
years. (7) BBooooll’’ss FFlloowweerr SShhoopp in Ithaca, NY offers a wide variety of cash-n-carry flowers and hanging baskets for walk-in customers during Mother’s Day week. Bool’s Flower Shop has been an FTD Member since 1991.
(8) Adele Krigbaum (left) and Karen Foster of LLoogg CCaabbiinn FFlloorriisstt in Bakersfield, CA take a break from designing and smile for the camera. Log Cabin Florist has been an FTD Member since 1969. (9) Diane Cordero of MMtt.. VVeerrnnoonn FFlloorriisstt
in Bakersfield, CA arranges a vase full of red roses. Mt. Vernon Florist has been an FTD Member for two years.
GEORGIA FLORISTS LEARN A PRACTICAL APPROACH TO CREATE AN ULTIMATE WEDDING
FTD WAS A PROUD SUPPORTER OF GEORGIA
State Florists Association’s recent convention.
Florists benefited from FTD Design Instructor Tina
Stoeker’s program “Ultimate Weddings: A Practical
Approach,” which focused on sellable floral
concepts for the entire wedding day.
FTD Member Randy Wooten of DDeelloorriiccee’’ss FFlloorriisstt in
Douglas, GA especially enjoyed the event. He was
recognized at the event as the 2006 GSFA
Designer of the Year and also received the 2006
GSFA Burton Cup and People’s Choice award for
his design competition entry. Delorice’s Florist has
been an FTD Member since 1968.
Tina Stoeker gives the audience practical ideas for creating and
selling wedding arrangements.
FTD Field Business Consultant Doug Crescimanno congratulates
GSFA president Mike Whittle on a successful event.
Randy Wooten of Delorice’s Florist accepts his awards for the 2006
GSFA Designer of the Year, the 2006 GSFA Burton Cup and the 2006
GSFA People’s Choice Award.
4
CANADIAN FLORIST PROVIDES “FLOWER POWER” TO LOCAL CHARITIES
PATTI CUSTALOE AND EDITHE ROSS OF
CCrreeaattiioonnss bbyy MMoomm && MMee of Kelowna, BC have been
active contributors in their community for many
years. They recently took their goodwill initiatives to
the next level by teaming up with the local media
and Flowers Canada to create a program called
“Flower Power for Charities.”
Each month, Creations by Mom & Me designates a
local charity as the featured “Flower Power”
organization. Flowers Canada donates fresh
flowers for the charity’s upcoming event, which
receives media coverage by the local news.
“Our efforts are beginning to pay off by broadening
the outreach of regional charities and also remind-
ing the community of the health-giving power of
fresh flowers,” said Patti.
Featured “Flower Power” organizations have
included the Canadian Diabetes Association,
and the Canadian Blood Services. Association
for the Benefit of Children with Disabilities,
the Arthritis Society of Canada, the Canadian
Cancer Society, Heart and Stroke Foundation,
and the Kelowna Community Food Bank are
also scheduled to participate in “Flower Power for
Charities” later this year.
Creations by Mom & Me has been an FTD Member
since 1999.
ONTARIO FLORISTS ENJOY EDUCATION AND
NETWORKING AT SPRING DESIGN SHOW
The FTD Mercury Man surprises new moms with flowers at a Chicago hospital the week leading up to Mother’s Day.
Angelo Pace welcomes Carole Ferrari of SSeelleecctt FFlloorraall in
Nepean, ON to her first FTD-sponsored event. Select Floral joined
FTD this year.
Angelo Pace thanks Bruce Vandersluys of DDoobbbbiiee''ss FFlloorriisstt in
Niagara Falls, ON for filling the FTD codified arrangements. Dob-
bie’s Florist has been an FTD Member for 86 years.
A Canadian Blood Service representative presents a cake to Edithe Ross of
Creations by Mom & Me.
Mom & Me Creations owners Patti Custaloe and her mom,
Edithe Ross.
FTD MEMBERS WERE INSPIRED AT THE RECENT
Niagara International Association of Florists Spring
Design Show by FTD Design Instructor Keith White
AIFD. Keith displayed arrangements with the latest
trends in colors and designs; encouraging florists
to use them in their spring arrangements.
FTD DELIVERS FLOWERS AND SMILES TO
NEW MOMS AT CHICAGO HOSPITAL
FTD KICKED OFF MOTHER’S DAY WEEKEND WITH
flowers for brand new moms at Rush University
Medical Center in Chicago. The FTD Mercury
Man delivered The FTD® Mother’s Day Bouquet,
the FTD® Spring Garden® Bouquet and the FTD®
Timeless Elegance™ Bouquet to moms who
delivered or were planning to deliver on Mother’s
Day weekend.
Thanks to FTD Member Tom Chakinis of KKeellllyy’’ss
FFlloowweerr SShhoopp in Chicago, many of the new moms
expressed how beautiful the flowers were and
were pleasantly surprised. Kelly’s Flower Shop has
been an FTD Member since 1990.
Chicago ABC and WGN affiliates covered the event
and featured the news segment throughout
Mother’s Day weekend.
CALIFORNIA FLORIST FINDS TIME TO
CLOWN AROUND
DESIGNER DALE LEDDY OF MMAARRIINNAA FFLLOORRIISSTT
in Marina, CA is known to many of his customers
as Grandpa Sparky. After spending 41 years as a
floral designer, Dale joined the Carson and Barnes
Circus. He traveled with the circus for eight months
in over 21 states while maintaining his status as a
floral designer.
“I would visit floral shops that were located near
the circus lots to keep myself involved in the floral
business,” said Dale.
Today, Dale uses his design skills to create
flowers for children and community events while
dressed as a clown. Last year, Dale created
arrangements for an art gallery during National
Clown week.
Marina Florist has been an FTD Member for
four years.
Dale Leddy uses the Circus Rose in many of his arrangements for
community events
Dale Leddy, dressed as Grandpa Sparky, rides an elephant used
in his circus act.
(1) Allen and Susan Payne of NNeeww LLeeaaff FFlloowweerr && PPllaanntt SShhoopp in Poplar Bluff, MO proudly display the FTD logo outside their shop. New Leaf Flower & Plant Shop has been an FTD Member since 1977. (2) Carol Bieber, Joanne Jurich,
Gwen Whaley, Dotty Butler, and Lynne Hardcastle of PPeennnnyy’’ss FFlloowweerrss in Glenside, PA were recently honored for their 20 years of service. Penny’s Flowers has been an FTD Member for 68 years. (3) David Guffey of JJoohhnnssttoonn tthhee FFlloorriisstt
in North Huntingdon, PA shows off his new delivery van. Johnston The Florist has been an FTD Member for six years. (4) Richard LoPresti of LLuubbiinn aanndd SSmmaalllleeyy FFlloorriissttss IInncc.. kicks off each spring by giving away 5,000 daffodils. Lubin
and Smalley Florists Inc. has been an FTD Member since 1969. (5) Marilyn Leap, Debbie Facciponte, George Estevez, Sarah Estevez and Carol Lewis of HHoowweellll’’ss FFlloowweerrss aanndd GGrreeeennhhoouusseess in Mount Pocono, PA are celebrating the
shop’s 70th anniversary. Howell’s Flowers and Greenhouses has been an FTD Member since 2004. (6) KKnnooddtt’’ss FFlloowweerrss in Livermore, CA recently celebrated the grand opening of a new location. Pictured are former shop owners Bob
and Cheryl Rumberger and new owners Duane Hole, Leann VanArkel and Suzanne Hole. Knodt’s Flowers is a new FTD Member.
5
USE OF GOOD BUGS KEEPS NEW
HAMPSHIRE GREENHOUSE PEST-FREE
DD.. MMCCLLEEOODD FFLLOORRIISSTT AANNDD GGRREEEENNHHOOUUSSEE IN
Concord, NH has successfully implemented a
program aimed at reducing the use of pesticides in
their greenhouses. This is the second year that
pests have been kept at bay using a pest control
method called Integrated Pest Management.
Using Integrated Pest Management consists of
releasing predator and parasite bugs into the
greenhouse, which prey upon the unwanted pests.
According to Fred Keach of D. McLeod Florist and
Greenhouse, the release of the “good bugs” results
in improved crop yield and quality. It also greatly
reduces the reliance on traditional pesticides.
“Anytime pesticides can be reduced, it’s a good
thing,” said Fred. “Both customers and employees
are benefited from this effort.”
Beginning in February of this year, a variety of good
bugs were released into the greenhouses including
Rove Beetles, Parasitic Wasps, Lady Beetles,
Predator Midges and Minute Pirate Bugs. Each of
these insects has a specific purpose and targets a
specific pest. Crop damage from insects is a major
challenge for growers and has been traditionally
controlled using pesticides.
Each bug has a slightly different approach.
Parasitic Wasps attack aphids by laying their eggs
on the aphid, which effectively become the food
source for the growing laree. This disables the
aphid from damaging the crop and produces
additional “good bugs” once these larvae hatch.
The Gall Midge is also an aphid predator. They
inject poison into the aphid and suck out the body
contents, leaving a shriveled brown carcass.
“Pesticide use has been greatly reduced this year,”
said Fred. “This trend is expected to continue and
it is our ultimate goal to become pesticide free.”
Fred also adds that there are obvious savings by
using Integrated Pest Management. The cost of
pesticides and the labor involved with applying the
pesticides are areas that save money over time.
D. McLeod Florist and Greenhouse has been an
FTD Member since 1925.
FTD MEMBERS LEARN HOW TO PUT
PIZZAZZ INTO THEIR EVERYDAY WORK
DELAWARE FLORISTS LEARNED HOW TO TURN
their everyday designs into works of art at the
recent Delaware Valley Florist Association Design
Show. The FTD-sponsored program "Put Some
Pizzazz in your Everyday Work," presented by FTD
Design Instructor Deborah De La Flor AIFD, inspired
florists to think outside the box by using the latest
techniques and fun accessories.
Brenda Dyment, Director of Greenhouse Operations, carefully
examines the greenhouse.
David Heller of FFlloowweerrss bbyy DDaavviidd Langhorne, PA auctions off
arrangements from Debora De La Flor’s program. Flowers by
David has been an FTD Member since 1991.
Ruth Bittmann of BBiittttmmaannnn''ss OOrrcchhiiddss in Downingtown, PA watches
Deborah De La present “Put Some Pizzazz in Your Everyday
Work.” Bittmann’s Orchids has been an FTD Member since 1979.
Ellen Lucchine of AAllffrreedd ooff PPhhiillaaddeellpphhiiaa FFlloorriisstt in Glenolden, PA
displays an arrangement she won from an auction. Alfred of
Philadelphia Florist has been an FTD Member for 47 years.
MEMBER HIGHLIGHTS
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Community leaders and Cossairt Florist staff gather for the ribbon cutting ceremony outside of the new shop.
6
PENNSYLVANIA FLORIST PARTNERS WITH
COMMUNITY TO ATTRACT NEW CUSTOMERS
THE FIRST FRIDAY OF EVERY MONTH EENNCCHHAANNTTEEDD
FFlloorriisstt in Doylestown, PA attracts community
members to the shop by hosting a community
event called “First Friday.” Created by the
community of Doylestown to draw more people
to the downtown area, “First Friday” events kick
off the weekend with art showings and
local musicians.
Enchanted Florist has been hosting “First Friday”
events since August 2005 and believes the
events have increased shop traffic and generated
more business.
“These events have led to more and more people
talking about our shop who didn’t know we were
here,” said Cathy Quon, owner of Enchanted
Florist. “It’s all about exposure.”
Enchanted Florist has been an FTD Member
since 2005.
INDIANA MEMBER REFRESHES SHOP’S
IMAGE WITH NEW LOCATION
AFTER BEING IN THE SAME BUILDING FOR 85
years, CCoossssaaiirrtt FFlloorriisstt in Shelbyville, IN recently
relocated their retail shop in order to move closer
to their greenhouse.
“Our greenhouse offers many products that our
shop does not. Our relocation has given us the
opportunity to provide our customers with more
choices,” said Jim Cossairt.
The relocation has also improved the shop’s
accessibi l i ty with a larger parking lot and
refreshed the shop’s look with new exterior and
interior features.
Cossairt Florist has been an FTD Member
since 1919.
DEALING WITH GAS PRICES AND DELIVERY COSTSWritten by: Jeffrey Gaster of CCiittiiFFlloorraall IInncc.. in New York City, NY
THIS PAST SPRING UNDERSCORED FOR ME
the problems we as florists face to cover our
delivery costs and work with other florists in a
mutually beneficial way.
Delivery charges vary from f lorist to f lorist;
therefore, it is our responsibi l i ty to f ind a
common ground. At Cit iFloral, we have used
a map of distance-based charges since we
opened 20 years ago. While some of the
charges may have been comparatively high
then, we have only increased them slightly
so that they are similar to or less than what
other f lorists are charging. We do charge
extra for rush and special deliveries since
there are extra costs and disruptions to
business operations.
However, when it comes to accepting orders from
other florists, we will normally accept any amount
for a delivery charge, unless the delivery is an
extremely far distance. It is unfair to expect
another florist to collect an extraordinarily high
delivery charge. Accepting a fair charge that may
be less than our delivery fee is just one of the
ways we cooperate with other florists.
I be l ieve an $8 to $10 de l i ver y charge is
appropriate, but in order to remain compet-
i t i ve , loca l bus inesses need to recogn ize
the h igher cos ts o f de l i ver y and increase
the i r de l i ver y fees to cover the cos ts .
However, i t i s cha l leng ing when one
company increases delivery fees and others
remain much lower so the i r pr ices appear
competit ive to consumers.
I understand that gasoline prices have gone
up during the past year. But these increases
have not been that outrageous based
on percentages. Gasoline remains only one
component of the cost of deliveries. For
Cit iFloral, expensive things l ike van mainte-
nance, labor costs, garage costs, insurance
and telephones - exacerbated by traff ic
congestion and time-consuming delivery rules
at buildings and the notorious, high-priced
issuance of parking tickets in New York City -
cost much more than gas.
After dealing with the task of delivery costs
on a daily basis, it’s a big relief doing business
with fel low f lorists who know how to take
an order, know their f lowers and products
and gets the order made and de l i vered
professionally and properly. I t's that kind of
f lorist who makes wire services work and
is the best kind to reciprocate with. When you
find a florist like this in a city or town, they're
a real treasure to remember forever.
We send and receive many wire orders
every month, and we only succeed because
we accept and f i l l every order as fair ly and
carefully as we can. We are intent on using
florists who will do the same to fill our orders.
Without the cooperation and hard work of
f i l l ing f lorists, neither the wire services
nor sending f lorists would be able to stay in
business or please their customers. So, hats
off to al l those treasured f lorists who make
this business work!
A local musician entertains community members inside
Enchanted Florist.
Cathy Quon (right center) of Enchanted Florist sits with customers
as they listen to a ‘First Friday” performer.
On warm “First Friday’s” the crowd gathers outside.
Jim and Nancy Cossairt are all smiles at the grand opening of
their new shop.
Enchanted Florist attracts customers to the shop with signs
promoting “First Friday.”
7
education:marketing 101 for florists
By FTD Designer Toomie Farris, AAF, AIFD
FOR YEARS MANY OF US
as retail florists placed an
ad in the Yellow Pages,
sat back, waited for the
telephone to ring and
customers to come into
our shops - and they did.
Times have changed since the “good old days.”
Today’s consumer is bombarded with numerous
options to purchase floral products and even more
opportunity to purchase alternative options to floral
gifts. Your customers are being lured away from
traditional floral shops at alarming rates. Retail
florists can and must fight back by changing the way
you market your business to customers.
The most significant issue facing retail florists
today is to understand the need to actively
market your products rather than fill orders. If you
want to continue to just take orders, you will
likely become a fulfillment business, which means
only filling orders at significant discounts from
“normal” retail prices.
The good news is that you can change your strategy
and regain the ground you may have lost. It is
possible to compete - even against large national
companies with huge advertising budgets. Retail
florists need to fully understand their individual
markets and how to differentiate themselves in
customer’s minds. You need to decide what products
and services are profitable and sustainable for
your business.
SELLING FLOWERS
The first step to any successful business is to look
at your potential market realistically and decide
your potential customer’s needs. Then, you need to
make decisions about what part of those needs
you can realistically and profitably fill. This goes far
beyond selling flowers. If you think you are in the
business of selling flowers, I would strongly suggest
reviewing your business plan and purpose. If you are
in the business of expressing emotions or enhancing
special occasions with flowers and plants, that is
an entirely different business. Traditionally, retail
florists have built overhead and product delivery
costs so high that many cannot afford to be in
the commodity business and that is exactly what
selling flowers is – selling a commodity. If you want
to just sell flowers you have to be extremely
efficient and streamline your business to maximize
efficiency and build extremely high volume at
low margins to be competitive. Each market has
different potential but you must differentiate who
you are and what you do for the commodity of just
“selling flowers.”
PRO-ACTIVE VS. RE-ACTIVE
As I mentioned earlier, most of us have sat and
waited for customers to come to us. With so many
alternatives today you can no longer sit and wait for
customers to come to you – retail florists must
actively seek customers out. You must also educate
consumers as to the difference in our products and
services versus local and national competitors. This
approach must be creative and planned.
Potential initiatives should be driven by looking at
your market area and choosing areas that are
not being served, or not being served well by
current providers. Consider services such as plant
rental, which can be either long-term rental with
maintenance in commercial environments or
short-term rental for special events.
Another avenue is to target specific customer groups
with specialized products or services. An example of
this is offering a move-in/congratulatory program for
real estate agents. This program would simplify
ordering with standardized product selection, cost
and card message; simplify the ordering process by
creating a custom fax form or on-line ordering form.
The best way to launch a new product is to start with
existing customers. You have the information base
already. You can communicate through direct mail
or product launches via open houses. For small
targeted customer groups, a personal phone call to
let them know your new product or service would
also work. It might even be worth considering adding
a staff position to call directly on customers.
The key is to let people know what you are doing. It’s
all about capitalizing on local relationships. Since you
cannot outspend the large national companies, you
have to be more creative.
As a business owner, it is important to tell your own
story and communicate those differentiators to your
customers. Be deliberate and carefully craft the
messages you want your customers to have about
you in your web site, advertising and customer
service training. If your messaging is positive, your
customers’ perceptions are their reality.
CREATING YOUR BRAND
Consistency is probably the single most important
issue in creating an image for your company. The
physical items are the most obvious and are very
important such as:
• physical characteristics of the store - store front,
displays, merchandise mix
• packaging
• delivery vehicle appearance and signage
• staff uniforms
It is important for logos and colors to be updated
occasionally. These elements should evolve and
change slightly over time rather than change
completely and dramatically, unless it is a deliberate
decision to change your brand’s image completely.
If it has been more than 10 to 15 years since you
have changed your logo or packaging, you should
probably evaluate if it is consistent with your shop’s
customer’s expectations. It is often best to choose
type styles and colors that are fashionable, but not
extremely trendy so it has some longevity.
CAPITALIZE ON LOCAL RELATIONSHIPS
AND FLEXIBILITY
One of the strongest differentiators you can have
against a large national company or retail chain is
that you are much closer to your customers and
should be more responsive to their specific needs.
Large retailers depend on hitting the broadest
segment of the market with their product mix and
services offered. As a member of a local community
you can tie into local preferences much easier. Find
customers who prefer to do business with a small,
local business and build relationships with them. Be
part of the community! Get involved in local organiza-
tions such as the chamber of commerce, a church
group, social or fraternal organizations. These groups
are a great way to build business relationships.
You need to “toot your own horn” by offering yourself
as a local expert to your local paper. Utilize your
knowledge to supply local media information about
flower and plant care or holiday decorating or
wedding planning. You should send a press release
when something happens in your business such
as a new employee or promotion of an existing
employee. Other local involvement includes floral
arranging demonstrations for local garden clubs
or organizations, adopt a highway for beautification
or trash pick up. Any of these or numerous other
activities help build relationships with potential
customers and certainly give you opportunities to
explain why doing business with you locally is better
than sending flowers from a distribution center.
ADVERTISING DILEMMAS
You know that you must communicate to existing and
potential customers to maintain and grow your busi-
ness. However, you must use creativity here as well.
Media costs have escalated at tremendous rates.
The key is to focus your efforts on the segment of the
market that can and should be your customers.
Focus, focus, focus is the key. Whether it is buying
broadcast media or print, be careful not to pay
money to reach a lot of people who are not potential
customers. Instead, focus on specialized publications
and targeted media. If your customer base is
predominately females that are 35-60 years old,
choose radio stations based on that demographic.
Explore creative media placement, such as cable
television instead of network; it is easier to target and
far less expensive.
Direct mail can target very specific groups by loca-
tion, income, house value, or many other parameters
that you may choose. Consider trade out agreements
with media groups rather than cash payments, by
paying with your product the actual cost is generally
much lower than cash payments since you are most
likely out only the wholesale cost of the product.
Most of us are overwhelmed with donation requests
for school fundraisers, etc. While these seem
overwhelming, they can be a very effective tool to
reach and build relationships with targeted groups. If
you have a 30% COGS and do a $50 donation the
actual cost is $15, which is pretty reasonable in
terms of advertising costs if there are 100 people in
attendance. It is very helpful to develop written
guidelines for donations and expectations in terms of
publicity and exposure in return for your investment.
THE ELECTRONIC AGE
In addition to advertising, we must also be aware
of the importance of electronic marketing in our
businesses. Many of todays, and most if not all of
tomorrow’s, customers will purchase products on the
internet. You must have a viable presence to survive
into the future. E-mail marketing is extremely cost
effective and should be implemented with existing
customers as quickly as possible. Explore programs
to build capacity within e-mail marketing as much as
possible. If you are not a technology wizard, you can
use FTD’s support in this field at many different
levels which can fill your business needs. Another
option is to hire a computer whiz to help you
navigate the many choices and options for electronic
marketing. Invest as much as you possibly can to
keep your technology and applications such as
e-mail delivery confirmation up to date.
INTO THE FUTURE
While there are many new competitive threats to
our industry, we have a bright future. Your product
has a very positive customer impression and you
need to continue to differentiate yourself from just
“selling flowers”. You must continue to reinforce the
positive results that sending floral gifts receives
and the improvement in the quality of life when
enhanced by flowers and plants. The keys to future
success are differentiating your product and
services, local relationships and responsiveness,
targeted advertising and promotion, careful brand
management, and pro-active marketing.
8
DRIVE CONSUMERS DIRECTLY INTO
YOUR SHOP WITH AN FTD CO-OP
AD IN PARADE MAGAZINE
FTD IS NOW THE PRIMARY ADVERTISER WITHIN
Parade magazine around key floral holidays,
owning the coveted second and third pages of
the magazine. With 34 million consumers reading
Parade magazine each week in the U.S., this is
where consumers will turn to when looking for
flowers and gifts. So take advantage of FTD’s
powerful advertising tool and sign up today!
In addition, Parade.com will feature a link to find a
local FTD Florist at www.FTDFlorists.com. If you
have an ad in the website directory and participate
in the Parade co-op program, your FTDFlorists.com
ad will feature an “as featured in Parade” logo.
Sign up today! Call 800-788-9000 x6409 or visit
www.FTDi.COM/advertising.
START PLANNING YOUR FTD® GOOD
NEIGHBOR DAY® TODAY!
THE 12TH ANNUAL FTD® GOOD NEIGHBOR DAY®
is Wednesday, September 6! Since 1994, FTD and
FTD Florists throughout the U.S. and Canada have
been spreading kindness on FTD Good Neighbor
Day, an annual event that promotes community
goodwill and increases consumer awareness of
flowers as the ideal gift.
The concept is simple - participating FTD Florists
give out a dozen flowers free of charge per
customer and asks them to keep one for their self
and give the rest away to 11 other people. As a
result of the event, FTD Good Neighbor Day
participants are rewarded with repeat business and
customer loyalty.
Join your fellow florists who are spreading
friendship and goodwill this year! FTD has
produced an easy-to-access online FTD Good
Neighbor Day promotional kit to assist florists in
developing a successful event in their shops. The
kit includes all the marketing materials needed to
create awareness of this event, including ad slicks
and press releases.
Visit FTDi.COM to:
• Tell FTD you’re a participating florist
• View, download and personalize a FREE FTD
Good Neighbor Day Promotional Kit
• Ask for a FREE listing on FTD.COM for media and
consumers to find participating florists
Be sure to take advantage of the special FTD Good
Neighbor Day pricing on gerbera daisies, roses and
carnations that FTD Fresh Flower offers. Call
1-866-521-8590 for more information or fax an
order form, which can be found at FTDi.COM, to
630-521-8598.
CHRISTMAS IN JULY
LOOK AT ALL THE DIFFERENT WAYS YOU CAN
market your shop for the holiday. All of these
marketing materials can be printed with your
shop’s imprint or logo. For added effectiveness,
some materials can include your shop’s pricing,
FTD pricing or even a custom offer.
HOLIDAY MINI CATALOG
AND STUFFERS
• Perfectly sized to enclose with monthly
billing statements
• Attach to outgoing deliveries
• Available with your shop’s or FTD pricing
HOLIDAY SELF-MAILER
AND POSTCARD
• Mail to customers for the holidays
• Add a special custom offer such as “Save 10%
off your next order” or “Free delivery for orders
over $35.”
• Add your postal indicia. Just call your post office
for your mailing permit number, city, state and
whether the mailing is first class or standard
mail. We will then print this information on the
piece and they are ready to be labeled and
placed in the mail.
Call FTD® Marketplace at 1-800-767-4000 to
place your order today! 5-7 weeks plus shipping
for imprinted items and 3-5 working days plus
shipping for blank items.
The FTD Newsletter is sent to approximately 20,000 FTD Members across
the United States and Canada. If you have feedback, a letter to the editor, or have
a story and photos you’d like to share, please send it to the editor of The
FTD Newsletter at [email protected] or FTD Newsletter, 3113 Woodcreek Drive,
Downers Grove, IL 60515. We look forward to hearing from you!
Deborha Smith and Susan Fehling of AA BBlloooomm AAbboovvee in
Naperville, IL showcased their 2005 FTD Good Neighbor Day
signage in front of their shop. A Bloom Above has been an FTD
Member for two years.
The staff of RReedd MMoonnkkeeyy FFlloorriisstt in Port Charlotte, FL gave away thousands of roses during last years FTD Good Neighbor Day. Red
Monkey Florist has been an FTD Member for three years.
Dan Bryant, owner of FFlloowweerrss && MMoorree in Bainbridge, GA created FTD
Good Neighbor Day shirts for all his employees last year. Flowers &
More has been an FTD Member for two years.