Canadian Florist - May 2018 by Strider Media

May/June 2018

canadianfloristmag.com

Tech Tools To Simplify

Your Life DODGING

SEO SCAMS

What Does Your Email Address Say About

You?

inside

• Scenes from the Maple Leaf Cup • Social Media Strategies • Expansion Advice

PM42919543

CanadianFlorist.indd 1

24/04/2018 22:09

ALEXANDRA Garden Rose Design Contest Congratulations to the first 100 entries on receiving 48 Garden Rose stems FREE! E X to C Ereceive P T I Oall N the A L rules and info! ENTER NOW

Submit your work anytime before June 30th. Visit http://url.frinfo.net/alexandra E S T.

S HOW

US YOUR BEST

2 0 0 5

GARDEN R OSE

DESIGNS !

2 Categories: Everyday / Wedding Bouquet

THREE

WINNERS IN EACH CATEGORY :

First Place:

A trip to Alexandra Farms - All expenses paid to Bogota, Colombia (airfare / hotel / meals) for 2 people; 4 days, 3 nights or monetary equivalent.

Second Place:

1,000 stems of Garden Roses (includes freight) or $1,000.00

Third Place:

500 stems of Garden Roses (includes freight) or $500.00

Readers’ Choice Award: Prize TBD

JUDGING

WILL CONSIST OF THE FOLLOWING :

1 member from Florists’ Review 1 member from Alexandra Farms David Austin Hitomi Gilliam, AIFD

May/June 2018 | CANADIAN Florist 2

CanadianFlorist.indd 2

Winners announced in Florists’ Review’s September issue!

305-528-3657 marketing@alexandrafarms.com • www.alexandrafarms.com 24/04/2018 22:09

Cover Design by Strider

features Enhanced credibility is only one advantage of using a branded email address. Think about how many emails you receive in a given day. In a crowded inbox, an email from an address with a recognized name is more likely to get opened, whereas something like flwrlvr786@ aol.com could easily be dismissed as spam. -Mark Anderson

Stealing Back Time

The Warning Signs of an SEO Scam

In Memoriam

What Does Your Email Address Say About You?

online Network with florists online

Have your say. Join the new Canadian Florist Facebook Group to share thoughts on florist life in Canada. http://cfmag.pub/fbgroup

06 departments 6

Bloominâ&#x20AC;&#x2122; Biz/Coast to Coast

Florist Spotlight

By Design

The Social Florist

Jenniferâ&#x20AC;&#x2122;s Journeys

How to With Heather

Grow with Joe

Ask the SEO

On the Level with Neville

May/June 2018 CANADIAN Florist 3

CanadianFlorist.indd 3

24/04/2018 22:10

by Katie Hendrick

FROM THE

EDITOR

I have a love-hate relationship with technology. Since smartphones have come out, I feel like I am on call seven days a week. People assume they can reach me at any time, so a delayed response makes me look rude or lazy. Oh the anxiety this has caused! At the same time, smartphones give me the freedom to leave my desk throughout the day. In fact, I once proofed a handful of files while waiting in line for Splash Mountain at Disney World.

These days, I’ve found fewer friends wish to catch up with a face-to-face visit or a phone call, preferring to communicate via text or comments on Facebook or Instagram. I find this terribly sad, but at the same time, thanks to social media, I have stayed in the loop with a large number of people I surely would have forgotten about otherwise. The Internet has made my weakness for shopping a much bigger challenge to handle, but it’s also made it infinitely easier to conduct research and find sources. (I have no idea how journalists who came before me did it!) And don’t get me started on online dating… I could go on and on, but what’s the point? The world’s not slowing down. Technology is becoming a more and more pervasive part of day-to-day life, so it’s better to accept it— embracing the tools that enrich my life (Google Docs, Overdrive, Apptiv, Words With Friends) and ignoring the ones that do not (Snapchat, Tinder, Pokémon Go). I’ll go out on a limb and assume that every single one of us would like to have a few more hours in a week (or day). Whatever our role at work or at home, we all have a lot to do. If you’re nodding your head, go ahead and flip to pg. 10, where Michelle Brisebois has rounded up some of the best time management and organizational tools available to streamline your life and regain some peace of mind.

Vol 113 No. 3 Editor Katie Hendrick khendrick@CanadianFloristMag.com 800-314-8895 ext 106 Advertising Manager advertising@CanadianFloristMag.com Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Ruby Coles Publication Mail Agreement #42919543 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO Strider Media, 6-6150 Highway 7, Suite 400, Woodbridge, ON L4H 0R6 distribution@CanadianFloristMag.com Printed in Canada ISSN 1700-5043

Circulation

e-mail: distribution@CanadianFloristMag.com Tel: 800-314-8895 ext 2 Fax: 800-755-7032 Mail: 6-6150 Highway 7, Suite 400 Woodbridge, ON L4H 0R6

Subscription Rates Canada - $30/1 Yr, $48/2 Yrs, $65/3 Yrs + HST USA - $69/1 Yr, $111/2 Yrs, $163/3 Yrs International - $99/1 Yr, $160/2 Yrs, $233/3 Yrs Occasionally, Canadian Florist will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2018 Strider Media. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication.

On the subject of unease, perhaps you’ve received an email (or twenty) from digital “experts” who’ve seen your site and thinks it’s lacking. They throw out bits of criticism and promises of what they can do, all of which uses a bunch of jargon. You don’t understand them, at least not beyond the message, “You need help.” Take a deep breath and hit delete. It’s a malicious scam. Learn the warning signs and how to find a reputable SEO company on p. 12.

Dedicated to the memory of Bill Martin, and all those who gave of their time and resources to build up our industry.

This issue also dives into topics such as the importance of a professional email address, tricks for really connecting with social media followers (hint: it’s about giving them something of a value—not simple acts of self promotion), and what voice-activated commands and searches could mean for your business. We hope it enlightens you and makes you excited for digital advancements.

www.canadianfloristmag.com

May/June 2018 | CANADIAN Florist 4

CanadianFlorist.indd 4

24/04/2018 22:10

What Will the Future Hold?

the unexpected

Vibrant, fresh, on-trend and a bit unexpected is what I strive for when creating the perfect wedding centerpiece arrangement. Lush foliage, touches of OASIS™ decorative wire, and the OASIS™ natural bark log container, combine to create a natural-looking, unique and long-lasting alternative to fresh-cut centerpieces, and provides a distinctive favor for guests to take home after the celebration. Let our featured designers inspire you at oasisfloralproducts.com/inspire

CanadianFlorist.indd 5

MATT BLIND ALEX WALDBART FLORIST St. Louis, MO MOST INSPIRATIONAL FLORAL DESIGN: Spring Wedding

You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. May/June 2018 CANADIAN Florist 5

24/04/2018 22:10

bloomin’

biz

Mannequin Floral Design Series Breathes New Life into Shopping Malls

Florists Learn Art of Tropical Nouveau Three experienced floral designers are working to break the stigma of mixing tropical and temperate flowers within the same arrangement. Hitomi Gilliam, AIFD, EMC, Neville MacKay, CAFA, PFCI, and Heather DeKok, AAF, AIFD, PFCI, brought their floral design expertise to DeKok’s studio in Edmonton through the two-day NeoTropica Hawaii Open House & Design Program, March 24-25. “The response was overwhelmingly fantastic,” Gilliam said. Around 60 attendees participated in the event. “The audience loved all the ideas and loved the flower selection. There were so many items that they had never seen.” Over the last 10 years, Gilliam recognized that the popularity of wild, garden-like flower design pushed tropical/temperate floral arranging out of the scene, and she is working to bring the style, called Tropical Nouveau, back into the limelight. She hosts an annual conference in Kona, Hawaii. The event, the first of its kind in Canada, included a meet and greet with the designers as well as a thorough educational program, which elaborated on the philosophy and mechanics of Tropical Nouveau, tropical flower care, and information on how to directly ship tropical products from Hawaii. During his presentation, MacKay focused on describing the emotional impact of tropical flowers, and how it is possible to evoke feelings of nostalgia for vacations past through the use of these flowers mixed with more romantic, “soft” blooms like roses and hydrangeas.

Fleurs de Villes returned this spring, with stops in Quebec City, Ottawa, Toronto, Vancouver, Edmonton, and Calgary. The four-year old series, which features mannequins elaborately decorated with floral couture, expanded with the help of Ivanhoé Cambridge, said cofounders Karen Marshall and Tina Barkley. This year, visitors saw mannequins dressed to the nines in flowers that mimicked Celine Dion’s architectural white gown from American Billboard Awards; Jennifer Lopez’s scandalously low cut Versace number from the 2000 Grammys, and even Meghan Markle’s wedding dress. “Floral designer Cory Christopher has undertaken the challenge to recreate Meghan Markle’s wedding dress for the late May show and will have just 10 days after the wedding to pull it off,” said Marshall. “We are holding our breath on that one!”

businesses across Canada. By bridging the two avenues, Marshall and Barkley have succeeded in fostering a new platform for florists and growers alike, promoting the beauty of floral design in unlikely places. Spectators and florists have the opportunity to participate further in the event by voting for their favourite designs. Ninety florists participated in this year’s events, which all included a fresh flower market. “This is a true celebration of floral talent in Canada,” Marshall said. “People need something to inspire them, something to visually embrace, share, and generally just make them feel good. Flowers have that magical quality.”

For the spectators, Fleurs de Villes is a way for shoppers to take a break from their busy schedules and mundane activities to take in the beauty of nature. For the florists who arrange the elaborate designs, it allows them to showcase their creative freedom. “Their mannequin design can be full of whimsy or based on reality —think haute couture reinterpreted in flowers,” Marshall said. “Visitors to the malls are astounded by what they see. What started as a routine shopping trip has stopped them in their tracks.” The goal for Fleurs de Villes, the co-founders said, is to combine the worlds of both the floral and fashion industries to support small

May/June 2018 | CANADIAN Florist 6

CanadianFlorist.indd 6

24/04/2018 22:10

coast to

COAST

‘Inclusion’ a Highlight at This Year’s Canada Blooms During this year’s 10-day Canada Blooms festival, March 9-18, professionals from all facets of the industry celebrated the “Let’s Go to The Movies” theme through energized competitions and floral fashion shows. For her fifth year coordinating and designing for the event in Toronto’s Enercare Centre, host Jennifer Harvey wanted floral professionals to feel like rock stars. By initiating new installments such as the Florist of the Year competition, the Floral Day, and the Canadian Academy of Floral Art fashion show, Harvey involved and highlighted workers from across the industry. “I’m trying to ignite what the industry had in the 80’s and 90’s,” said Harvey, a featured speaker at this year’s Canadian Florist Business Forum. “That energy is so important because we are all artists. Even the bucket washers have inspiration to share. We gave them the space to do that.” Designers onstage produced as many bouquets as they could in 45 minutes, while the audience offered encouraging chants. Afterwards, the creatives answered questions from spectators about arranging tips and tricks. Florists also tested their ingenuity by making red carpet-inspired floral gowns during a fashion show sponsored by the Canadian Academy of Floral Art. “Florists are not just about weddings and funeral pieces, we can also do sculptures and we don’t always get to share it like this,” Harvey said. In the five years that she’s worked with Canada Blooms, she’s never seen the festival become quite as energized and successful as this time around. As an emcee, she got the crowd on their feet, and florists were sharing their cards and expertise with spectators and colleagues. As another kicker to the revampment, Harvey set up a table in the convention centre where flower shops could advertise their business and promote themselves for free. This attracted newcomers from across Canada to participate in the festival. “Flower shops could come in and talk to people that were attending,” Harvey said. “It costs a lot to attend Canada Blooms.” Harvey focused on this value of inclusion when devising Canada Blooms’ new Floral Day promotion, inviting floral professionals across the industry to attend the

festival free of charge. “We’ve had an Industry Day in the past, but never a Floral Day,” Harvey said. “This year was different, the festival was great for everybody. I want all florists to get recognition, and I tried to get everybody involved.” One individual received special honors, however. Canadian Florist columnist Joseph DeLarge won the inaugural Florist of the Year competition, walking away with $3,000 in prizes.

CFBF Recap: They Came, They Learned, They Networked

More than 100 gathered in St. Catharines, Ontario for the annual Canadian Florist Business Forum, April 21, held in conjunction with the Niagara International Association of Florists’ Design Show the following day. This year’s event included a quartet of readers’ favourite contributors, past and present. Sales and customer service expert Tim Huckabee, founder of Floral Strategies, broke down the most pervasive bad habits and mindsets in the floral industry and offered easy solutions to reverse them. His no-nonsense presentation, “Smart Selling,” tackled every aspect of operating a flower shop including management, profitable design, sale tactics, and customer relations. In her presentation, “Conversational Commerce: Building Connections with Customers,” Michelle Brisebois discussed the importance of nurturing a strong connection all the way through the shopping experience, regardless of whether you meet the customer in person, through the phone, or online. She shared why convenience and a personal touch need each other to thrive. Designer and consultant Jennifer Harvey, CAFA, CFD, shared her sage advice for making a splash at bridal shows, managing millennial brides’ expectations (and budget constraints), navigating emerging trends, and breaking into new cultural demographics. Her presentation, “Book Those Money-Maker Weddings,” reinvigorated the crowd. Finally, in “The Art of Selling,” Neville MacKay, CAFA, PFCI, shared his secrets for designing pieces with a high perceived value and a hefty profit margin, visual merchandising to entice new customers, and upselling. For photos from this year’s event, visit canadianfloristmag.com

COMING

EVENTS MAY

2-6: Fleurs de Ville Vancouver, British Columbia Fleursdevilles.com

20: SAF 1-Day Profit Blast Detroit, Michigan Safnow.org

30 -JUNE 3: Calgary, Alberta Fleursdevilles.com

31-JUNE 4: World Floral Expo Chicago, Illinois

http://www.hppexhibitions.com/ floriculture/2018/wfe

JUNE

6-8: International Flower Trade Expo Nairobi, Kenya

hppexhibitions.com/floriculture/2018/nbo/

25-27: International Floriculture Expo Chicago, Illinois Floriexpo.com

30-JULY 4: AIFD Symposium “Discover” Washington, D.C. Aifd.org/2018-symposium/

JULY

21: 14-17: Cultivate Columbus, Ohio cultivate18.org/

15: SAF 1-Day Profit Blast Green Bay, Wisconsin Safnow.org

AUGUST

12-15: Toronto Gift Fair Toronto, Ontario Cangift.org

26-29: Alberta Gift Fair Edmonton, Alberta Cangift.org

Organizing an upcoming event readers should know about? EMAIL khendrick@canadianfloristmag.com

May/June 2018 CANADIAN Florist 7

CanadianFlorist.indd 7

24/04/2018 22:10

Early Riser Gets the Stem(s)

FLORIST SPOTLIGHT

By Christy O’Farrell

Tracy Bell is glad she’s a morning person. Once or twice a week, the Surrey, British Columbia, flower shop owner starts her day at 5:30 a.m. at her home computer, previewing flowers for sale at the United Flower Growers auction in nearby Burnaby. She fuels up on tea first because once the auctions start at 6 a.m., she must act quickly to snatch the bulk of the flowers and plants she needs at a good price for La Belle Fleur Floral Boutique. During the reverse auction, based on the one in Aalsmeer, Holland, the flower prices start high, and drop lower until bidders purchase them. “You have to know what your threshold is,” Bell said. “There’s a bit of the thrill of the chase there.”

You have to know what your threshold is... There’s a bit of the thrill of the chase there.

From alstreesia to zantedeschia, the majority of product auctioned comes from 50 to 80 British Columbian growers. “Sometimes there are deals and sometimes there are not,” said Bell, who shopped there in person before the advent of remote buying. “On occasion, you make a mistake. Most times it’s pretty clean.” After shopping online in real time, Bell drives to the auction house to pick up the flowers herself because she likes to do her own quality-control check. Once the stems are back at the shop, she and her staff of five full- and part-time employees ensure they are properly hydrated and conditioned to last. Ensuring her customers receive premium quality flowers is part of the service-driven strategy Bell has developed in over 20 years of business. She also focuses on communicating with customers, informing them when a delivery is made or that the recipient wasn’t home on the first try, and offering “little touches” like emailing a photo of finished arrangements to buyers who request one. After all, new parents and grieving widows often don’t have time to promptly thank senders themselves. Bell, whose maiden name is Mooney, had her shop name picked out long before she opened La Belle May/June 2018 | CANADIAN Florist 8

CanadianFlorist.indd 8

24/04/2018 22:10

Fleur in 1997, and even before she married a Bell in 1993. It is a nod to her French heritage, as she is from Montreal, and wanted a pretty name for the attractive store she envisioned with “a different aesthetic than a lot of shops I’ve seen.” “The concept was an outdoor courtyard area of a French chateau,” Bell said, adding that she’s proud of her realized vision with just under 1,500 square feet and over fifty feet of windows. that fill the space with light, and a hand-painted floor. The setting provides a good place for local artists to sell their goods. La Belle Fleur carries their photography, jewellery, and other wares. “We’re really entrenched in the community, and people appreciate that,” she said. Customers return the favour with loyalty. “We’re kind of a fixture, so we’ve really seen the community grow,” said Bell, who has started selling to some 18- and 19-year-olds who come in and say, “My mom would kill me if I didn’t buy my flowers here; you’re our family florist.” “That’s really awesome. I can’t even tell you how much that means to us,” she continued. “The trust, we take it very seriously. Everything that you send has some kind of emotion tied to it. We definitely cherish those relationships.” Bell traces her roots in the industry to another positive relationship: She got her first job in 1986, when she was a high school art student, at a mom-and-pop shop down the road from home, Webb’s Flowers in Bramalea, Ontario. She went to university for a year, but stopped taking classes there once she realized floristry was what she loved. “I was really fortunate,” she said. “They treated me like a daughter.” Over seven years, working at the shop on and off, Bell also learned how to be a kind employer. “For a first job, I could not have landed a better place to be in.” After moving west in 1993, Bell freelanced, learning some of the challenges common in the industry that she’d been shielded from in her previous position. For example, she learned that many brides’ budgets and expectations are not compatible with real costs. To stay in business and guard her shop’s reputation for topquality product, Bell cultivates a clientele that understands the realistic cost of professionally designed premium flowers. “When you [first] open, you’ll take anything for the first five years pretty much just to stay in the game,” Bell said. “I’ve definitely become more discerning. I don’t want to put certain things out there with my name on it, so I just don’t.” She acknowledges that La Belle Fleur is “more expensive than the average shop.” “I’m not there to do $29.99 including delivery,” she said. “I can’t.”

stores, she emphasizes design quality and customer service. “We definitely design everything,” she said. “We don’t throw anything together. We’re conscious of the art side of the floral industry. Everything we do we want it to have a different artistic flair, which sets us apart.” Still, Bell’s not resting on the name she’s built for herself. “There’s still a lot of work to do,” such as checking online ratings and responding to comments so customers know the shop cares, and won’t let them down. She welcomes any opportunity to educate the public about the cost of importing flowers and other aspects of the industry. “If you want peonies in March,” they’re going to cost you, she said. One of the best ways to educate consumers is at workshops where they can create pavé style centrepieces or Christmas projects. Bell, educational director for the Canadian Professional Floral Designers Association, also values staff development. “It just reinvigorates you and inspires you. I find value in other people’s styles and opinions and how they run their business.” She recently completed a three-day master class at the auction house’s education centre with renowned educator Hitomi Gilliam, AIFD, EMC. “I’ve been doing this for 32 years, I still feel the need to push myself,” Bell said. “I think that’s really important.” The only Canadian in the mostly American class, Bell enjoyed learning fibre art, wrapping wire with yarn to make it resemble a vine, and networking with other florists. Bell is optimistic about the floral industry’s future. Mass marketers and grocery stores, where Bell cringes at “the dead or dying flowers,” might back out of the floral business as they realize it’s not worth their losses, she predicted. “I think it’s going to come full circle,” Bell said. “I do see a really positive future for retail florists if we can just hang in there. I just don’t think the grocery stores are going to be able to hang on.” Christy O’Farrell is a freelance designer in Alexandria, Virginia.

Rather than compete with toll-free order gatherers and grocery

May/June 2018 CANADIAN Florist 9

CanadianFlorist.indd 9

24/04/2018 22:10

Stealing Back

Time

By Michelle Brisebois

What could you do with five hours? You could fly from Toronto to Vancouver or to Los Angeles. You could have open-heart surgery or binge-watch half a season of “The Crown” on Netflix. You could also spend it booking meetings—not actually having the meetings, mind you—just going back and forth with people to find a mutually convenient time and place to eventually meet. According to research commissioned by Doodle, a software company, the average person spends 4.8 hours per week in the ping-pong experience of scheduling a meeting with someone. Five hours is a compelling amount of time to reclaim for your sanity and success. Studies of high-performing executives like Warren Buffett, Bill Gates, and Mark Zuckerberg have identified what experts call the “five hour rule,” where those who excel in their business universally take, on average, five hours per week to invest in their own development. Elon Musk uses his five hours to read; sometimes he finishes two books per day. Ben Franklin set aside time for experimentation. Some spend it in thought or journaling. For professionals who make their living via creativity (such as florists), time to have dates with the “inner artist” are not just “nice to have”—they’re vital to success.

Calendly works with Google, Outlook, Office 365, or iCloud calendars. This tool lets you structure a meeting to be: one on one, round robin (attendees come and go in a tag-team manner), or collective (everybody meets together at the same time). Calendly connects easily to a variety of apps, such as PayPal and Stripe. This allows you to take payment at time of booking to reduce “no shows.” Also, connecting Calendly to GoToMeeting can generate and attach conferencing details to the event in the calendar.

There are many fabulous tools to help you streamline your processes so you can find those five hours. Here’s a round up of some of our favourites.

CALENDLY: MANAGE YOUR MEETINGS, SO THEY DON’T MANAGE YOU This scheduling software allows you to set up times when you are available to meet. You get to define parameters, such as allowing 15 minutes between meetings or capping the number of meetings per day. You can share the link to your calendar by e-mail or embed it in your website, and those wishing to book time with you can go in and schedule the meeting. The meeting is then automatically added to your calendar. May/June 2018 | CANADIAN Florist 10

CanadianFlorist.indd 10

24/04/2018 22:10

ois

BASECAMP: PROJECT MANAGEMENT AT A GLANCE

CURATE: DESIGNED ESPECIALLY FOR FLORISTS AND EVENT PROFESSIONALS

Basecamp lets you manage projects and team members along with those projects by corralling all of the tasks, messages, and workflow in one spot. No more sifting through e-mails or following up with people to see where things stand because there’s a spot in each project space where everyone can post an update of their work and ask questions. The questions can be pre-populated and automated to appear with whatever frequency you decide. Perhaps every Monday you want to ask everyone, “What will you accomplish on this project this week?”

This product, developed by a florist, is available by monthly subscription. Curate is cloud based, allows users to create customized proposals, manage shopping lists, and collect data about customers. It integrates with third-party calendar applications and Quickbooks for accounting purposes. Curate also allows users to get digital signatures on proposals and contracts, and it accepts various forms of payment, so you can electronically collect a deposit along with the client’s signature.

Basecamp gives you a sense as to team deliverables. This eliminates the need for endless meetings. Research out of the University of South Carolina found that the average executive spends the equivalent to three working days or 23 hours a week in meetings, so it’s an area all businesses could focus on for improved efficiency.

Tracking operational costs connected to the various events is also part of the package, which is useful to make sure you aren’t underbidding on your quotes. Curate allows you to upload photos to attach to the proposal, so customers can visualize what they’d be getting. The customer reviews for this product are very positive; users rave about the customer service and the convenience for their clients.

SLACK: PROJECT MANAGEMENT AND AUTOMATIC REMINDERS

HONEYBOOK: UNIQUELY SUITED FOR THE CREATIVE BUSINESS

Slack also lets you set up teams to manage project workflow, but also lets you set up channels that funnel conversations around predefined topics. If your team were designing arrangements for a big wedding, you could set up individual channels for the personal flowers, the ceremony flowers, the cocktail hour, and the reception décor so all discussion related to those specific topics are gathered and connected to the overall workflow. You can also create private channels to deal with sensitive or secret information.

This software is also well suited to support creative small businesses. HoneyBook is primarily a workflow tool that allows you to create project types such as weddings, engagement sessions (with and without a wedding), commercial sessions, etc. You set up the template by creating the workflow with associated “triggers” to appear at set points, such as two days after the project starts or three days before the wedding.

Slack lets team members start one-on-one conversations if they need to chat about a specific issue that doesn’t involve the other team members. Other apps, such as Dropbox, MailChimp, ZenDesk, and Twitter, can easily integrate with Slack. Bolting these apps onto Slack will allow for greater project input. Slack lets you use an integrated bot (Slackbot) that will send a ping to remind you of things you ask it to. You can indicate who needs to be reminded and at what date and time. There’s also a task management feature that uses the “to-do” bot, which allows you to create tasks, assign them, and receive notifications when they are done.

GOOGLE DOCS: FREE ONLINE COLLABORATION TO CREATE FILES A favourite of students working on group projects, Google Docs is a free word processor that allows teams of users to create, edit, and collaborate on files in real time. You establish permissions to control the type of changes users can make to the file. Google tracks all changes to the document. The files are stored on the cloud so you can access them easily anywhere you have an Internet connection. This tool is especially helpful when collaborating on marketing materials or brochures, or creating and sharing bridal proposals. Google docs also lets you type, edit, and format the document using your voice (a useful tool when your hands are full of flowers). You can add on tools such as DocuSign, which allows you to send PDF documents for electronic signatures. This could be very handy when having customers sign purchase agreements or proposals.

HoneyBook allows you to set up tasks, such as “send brochure,” to trigger after initial contact is made. Once workflow is applied to all your client projects, you can use the task management tool to look at the day or week ahead and see all the tasks from various projects bundled by calendar date. You can create a library of images to embed into contracts and brochures you send. If you’d like to gather more information from a prospective client before preparing a quote, Honeybook helps you generate a questionnaire. You can set this up to send automatically a certain point in the workflow. HoneyBook integrates with Quickbooks and tracks costs to monitor profitability. It also includes a mobile app for calendar integration to see a schedule of payments, upcoming projects, and meetings.

So there you have it: six ways to save five hours per week. Choosing the right fit is a matter of identifying the areas you’re really struggling to stay on top of, as well as a bit of trial and error. Many of these tools have a free trial period, so you can play without committing. When you do pick one, remember that you are buying back a precious resource: time. You can always get more money.

Michelle Brisebois is the founder of Textrix Consulting a freelance writer who specializes in retail strategies, with experience in luxury goods, restaurants, financial services, and ecommerce.

May/June 2018 | CANADIAN Florist 11

CanadianFlorist.indd 11

24/04/2018 22:10

The Warning Signs of an

SEO Scam

By Robin Hartill

There’s a joke in the world of search engine optimization that the best place to hide a body is the second page of the Google search results. More than 90 percent of search traffic goes to sites that rank on the first page; the top ranking alone gets around 32.5 percent of search traffic. So when you get an email from an “SEO expert” who promises to get your website a top ranking or improve your ranking in the next 48 hours, you may be tempted to accept the offer.

“No one can guarantee you a position in Google search results,” Wu said. “The people at Google can’t even promise you a position.”

In the best-case scenario, these companies will take your money and won’t deliver on their promises.

Your SEO can present a strategy for making your website more search-engine friendly. But SEO specialists can’t control the search engines themselves. They also can’t control the content of other websites, which of course, affects your rankings. That’s why anyone who says they can guarantee you a specific rank isn’t being honest.

In the worst-case scenario, they’ll not only take your money but they could also hurt your ranking in the long term. That’s because many SEOs practice “black-hat” tactics designed to manipulate search engines. But search engine algorithms have become increasingly sophisticated at recognizing these practices.

• They claim they have a special relationship with Google. Google itself warns against any SEO service that claims it has a special relationship with Google or advertises a “priority submit” service. (Google itself says “priority submit” does not exist.)

Search engines penalize websites that engage in these tactics by dinging their rankings or removing them from their indexes altogether.

Google also stresses that paid advertising will never influence organic search results. According to its webmaster guidelines: “Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results.

A good search engine optimizer can make your floral business website a magnet for customers. But unfortunately, there are a lot of sketchy operators in the world of SEO.

HOW TO SPOT AN SEO SCAM SEO is filled with misconceptions because search engine companies are secretive about their algorithms. Plus, algorithms change constantly. Google, for example, reportedly changes its algorithm 500 to 600 times per year. The confusion surrounding the industry makes it easy for scammers to pounce. Here are some major red flags every small-business owner should look out for: • They guarantee you a top ranking. Be wary of anyone who says they can guarantee you a spot at the top of Google’s rankings, said Eric Wu, an SEO veteran who has worked with TripAdvisor, Pinterest, and Conde Nast and is now vice president of product for BloomNation.

• They say you’ll see results overnight. Many SEO scammers promise results in as little as 48 or 72 hours. But the work that will improve your ranking

May/June 2018 | CANADIAN Florist 12

CanadianFlorist.indd 12

24/04/2018 22:10

— like making technical fixes and creating quality content — takes time. Typically, it takes between three to six months to see results, according to Wu. • They promise to get you backlinks. A common black-hat SEO tactic is to buy hundreds of spammy links to increase your ranking. But Google’s algorithm is designed to recognize when a page has lots of low-quality or irrelevant links. “It can increase your traffic in the short term, but Google’s going to catch on,” Wu said. A good SEO specialist will focus on building quality links, rather than an enormous quantity, which is what will improve your ranking in the long term. Also be wary of any agencies that say they’re providing you link-building services, but won’t show you the source of the links. They may simply not be building anything at all, Wu said. •The service is significantly cheaper than other SEO services. An SEO agency that offers its services at a significantly lower pricepoint than the competition may simply be taking your money and not doing anything, Wu said. While prices vary widely by the specific services provided, Wu estimates a small business can expect to pay around $1,000 a month for effective service. • The service offers a money-back guarantee. Many SEO services will offer you a money-back guarantee if your website doesn’t achieve a certain ranking. But read the fine print: These agencies will typically charge an upfront fee, plus a monthly fee. The company will often refund the monthly fee each month if you don’t see results, but the upfront fee is usually nonrefundable. • They offer outdated services, like updating your meta-keyword tags. Google hasn’t considered metakeyword tags in its rankings since the early 2000s, Wu said, while Yahoo and Bing penalize sites that use meta-keyword tags. Anyone who offers this service is taking your money without providing anything of value. • They want to take ownership of your website.

Any SEO specialist who wants ownership of your website or social media should sound major alarm bells. You’re putting your web presence at risk should you end the relationship by allowing them to hold your website hostage or even sell it to a competitor.

WHAT TO LOOK FOR FROM AN SEO PROVIDER The good news about SEO for florists is that the keywords they need to target aren’t that complicated, Wu said. The top searches for florists are “florist,” “flower shop” and “flower delivery services,” coupled with the name of the user’s city. Still, finding an SEO provider can be intimidating, especially if you’re not tech-savvy. Wu suggests florists take some time to learn what SEO is about before hiring someone. Two good resources are Moz.com and SearchEngineLand.com. Strider SEO, founded by Canadian Florist publisher Ryan Freeman, has been specializing in helping floral businesses for more than two decades. The nuances of SEO change from month to month, and the best agencies stay on top of what’s happening. If you’re considering hiring an agency, Wu suggests asking them about the latest changes in SEO. You can then do a little research to confirm that the provider is on top of things. Ultimately, you’re looking for someone who’s willing to get to know your business and its needs. An SEO specialist should consider factors like the size of your staff, your style, and whether you specialize in high-end events vs. everyday creations, for example. “You’re looking for someone who wants to partner with the florist and understand what they want to get out of it,” Wu said. If you’re looking at analytics, remember that Google focuses on user experience. That means you should focus on the amount of time users are staying on your website and the conversion rate. “Even if you’re not ranking now, that will continue to improve,” Wu said. While SEO specialists will sell florists on the potential to improve their ranking, the numbers that truly matter are how much additional revenue, traffic, and conversion the services result in. “Really, the end result that matters is, are they making more money than they were previously in the same time over last year?” Wu said.

Robin Hartill is senior editor at The Penny Hoarder and a freelance writer.

May/June 2018 | CANADIAN Florist 13

CanadianFlorist.indd 13

24/04/2018 22:10

am n InMMeemmorori iam emoriam By Jamie Birdwell-Branson and Katie Hendrick

The industry lost several icons this winter. Canadian Florist reflects on their lives and legacies.

LILLIAN GILCHRIST

Lillian Gilchrist, beloved wife, mother, and grandmother, passed away on Tuesday, February 13, at the age of 96.

The first female recipient of the prestigious Cecil Delworth award, Gilchrist spent nearly the entirety of her career working in the floral industry, most notably serving as the office manager for Flowers Canada. In the organization’s early years, she ran the office out of her own home. Gilchrist started out as a secretary for the Royal Botanical Gardens in Burlington, Ontario, and then moved onto her office manager position with Flowers Canada. She also worked as manager of industry relations for United Flowers by Wire Canada (a precursor to Teleflora Canada) and as office manager for Ivey’s Wholesale. At United Flowers, Gilchrist produced marketing materials and calendars for florists. “She was quite proud of the ‘Made in Canada’ selection guide,” recalled Lynn Freeman, former owner of Martin’s the Flower People in Toronto. “She was very keen on knowing what was going on in the floral industry. She learned best practices from different florists and growers, and was eager to pass on the information.”

Gilchrist, who was a working mother during the height of her career, was a master juggler, said her daughter, Claudette Westbrook.

“She was a woman ahead of her time. No one’s mother was quite like mine. She really did seem to do it all,” Westbrook said. “She always worked her schedule around us. When we did carpool, nobody really liked it when my mother was the driver, because we were rushing around to get in the car. My mom wanted to get to work.”

Westbrook says her mother’s passion for the floral industry was ignited by the people she got to know over the years, whether it was working together in the office, traveling around Canada on Flowers Canada business, or preparing feasts during the yearly Flowers Canada meetings she would host in her home. Gilchrist was an ardent gardener who loved geraniums and enjoyed searching alongside her husband, Jack, for “rocks with character” to put in their rockery. Friends recalled her sense of humour, as well as her sense of style. She had a penchant for wearing outrageously colourful outfits and bright red lipstick and paying the beauty parlor a visit once a week. “She was fun and interesting, and she was interested in everyone and everything,” said Freeman. “She had high standards for her work and expected the same from everyone else. And she certainly could laugh.”

May/June 2018 | CANADIAN Florist 14

CanadianFlorist.indd 14

24/04/2018 22:10

WALTER LONG Walter Long, husband, father, and grandfather, passed away on Tuesday, February 13, at the age of 92. Long spent his career working on the hard goods supply side of the floral industry for a small company in Port Dover, Ontario, where he made lifelong friends. Additionally, he served as a director and president of Flowers Canada. For his dedication to the industry, he received the Cecil Delworth award. His brother, Meritt, described Long as the life of the party, particularly after floral conventions. “Walt was a friend to many people in the industry,” he said. “The partying would start at the business end of it when we would all go out to dinner together.” Long was also extremely dedicated to his community, where he served as chairman on three school boards, held seats on the City of Nanticoke Council, served as chair of the Port Dover Harbour Marina board, and was voted Citizen of the Year. He also received the Queens Jubilee medal, the Melvin Jones award, and was a lifelong member of the Port Dover Lions Club. Ann L’Ecuyer Musselman, a professional floral designer in Port Dover, spoke of Long’s kindness. After Long heard her daughter passed away, he showed up at her store after hours to comfort her. “Just before he went into the hospital and we lost him, I was parking behind him downtown and I got out and teased him, saying he’d driven right past my driveway and hadn’t waved. He laughed and expressed concern that he’d perhaps not left enough room for me to park,” L’Ecuyer Musselman said. “That was Walt. Always a smile, always a kind word.”

GAY SMITH Gay Smith, the longtime technical manager for Chrysal Americas, a popular speaker for most industry groups in North America, and a Canadian Florist columnist, died March 1, after a long battle with cancer. She was 63. In her nearly 50-year tenure in floristry, Smith worked with professionals from every segment of the industry and made connections across several continents. News of Smith’s death prompted an outpouring of comments from the numerous friends from across the globe she made during her fruitful career. “We knew the end was coming—and I am happy her suffering is no longer—but heaven took one of the best from us,” said Rob van der Sluis, a Chrysal colleague in Kitchener, Ontario. “I’m thankful for all I learned from her, not only about flowers but also about life. She will be sorely missed.” “Really sorry to hear of her passing,” said Doug Munro of Grower Direct in Edmonton, Alberta. “Gay was such a positive and knowledgeable individual—a real asset to our industry. She will be missed.” “This is a loss for all flower-minded people,” said Bjorn Bierman of Bercomex, a Netherlands-based company that specializes in automated cut flower processing. “She had a great spirit!” “It’s infrequent that we come across someone with so much passion,” said J Schwanke, AAF, AIFD, PFCI, of uBloom.com. “Gay was always digging to get new information that could help the entire industry. I knew I could count on her research when it came to

care and handling.” In addition to her intelligence and ambition, Smith possessed remarkable wit and kindness, “a special combination of traits,” he said. Smith began working for a florist in San Francisco in the late 1970s, following her studies in environmental horticulture at the University of Arizona in Phoenix, where she grew up. On the heels of that retail experience, she worked at the San Francisco Flower Market for Kitayama Brothers. By 1981, Smith had made a name for herself as the first female manager among the male-dominated world of growers and wholesalers at the market. Smith introduced to the market the innovative idea of importing flowers from Holland, Israel, and South America. At the same time, she marketed Sonoma County-grown garden roses (long before “Buy Local” was a common mantra) and established herself as an expert on unusual, unique blooms and their post-harvest needs. Due to her keen eye, attention to detail and success in working across cultures, she was hired to open a small export business at the flower auction in Aalsmeer, Netherlands, in 1983. Smith returned to the U.S. in 1986, and settled in Portland, Oregon, where she honed her knowledge of marketing and care and handling at Melridge Inc., one of the world’s leading breeders of new varieties of lilies and one of America’s largest growers of bulbs and flowers at that time. Smith also led tours to farms throughout Central America and Europe, educating her floral industry colleagues about postharvest techniques, care and handling, and how to market unique floral products. Smith joined Chrysal in 2001 as the technical manager for North and South America, traveling to wholesalers, retailers and supermarkets country-wide, dispensing care and handling techniques, proper hydration methods and the importance of PH levels to maximize shelf life. Smith was a strong advocate for the industry, volunteering with numerous organizations, such as the Wholesale Florist and Florist Supplier Association and the Association of Specialty Cut Flower Growers. She also gave presentations at conventions and wholesale houses around the world. “We lost a valued colleague and a dear friend,” said Jim Kaplan, president of Chrysal Americas. “Gay meant the world to our international organization and will be missed greatly worldwide.”

May/June 2018 CANADIAN Florist 15

CanadianFlorist.indd 15

24/04/2018 22:10

design By Mackenzie Nichols

THE MAPLE

LEAF CUP

At the start of the Maple Leaf Cup, March 23, host Heather de Kok, AAF, AIFD, PFCI, announced to the 19 contestants some very big news. The winner of this year’s contest would have the opportunity to represent Canada in “the Olympics of floral design.” In March 2019, FTD’s Interfloral-Fleurop World Cup Design Competition returns to North America for the first time in 34 years, occurring in conjunction with the Philadelphia Flower Show. Paul Jaras, AIFD, a floral designer in Kamloops, British Columbia, won the third annual Maple Leaf Cup and will represent Canada in this historic competition. “Canada is going to be very well represented,” de Kok said. “Jaras is very architectural, very linear, and his grand opening piece was mind-blowing.” Previously, Maple Leaf Cup winners had the opportunity to compete in the Florida State Florists’

16 CANADIAN Florist | May/June 2018

CanadianFlorist.indd 16

24/04/2018 22:10

Association’s Gateway to Americas Cup and the Society of American Florists’ Sylvia Cup, two other distinguished design competitions. De Kok said that she was “blown away” when FTD approached her with the offer to co-host the competition, with the intention of sponsoring the winner in next year’s World Cup. De Kok has seen the number of interested competitors rise steadily over the Maple Leaf Cup’s history. This year, she actually had to turn designers away. Roughly one-third of this year’s contestants were newcomers. De Kok hosted the event during the 50th anniversary of the Edmonton Home and Garden Show. The contestants occupied 1,500 square feet of the venue, and assembled their designs in front of 50,000 attendees. Many spectators told de Kok that they came to the show primarily to see the contestants’ designs at The Maple Leaf Cup. “Consumers could see what the florists can actually do,” de Kok said. “The Cup really showcases floral design at its best.” Spectators watched the floral experts design three different pieces throughout the competition: a Tropical Nouveau design perfect for a grand opening, a floral necklace, and a hand-tied bouquet. De Kok and floral industry sponsors distributed all of the necessary materials, including blooms and greens, to each competitor. Although all designers received identical supplies, each creation was unique and inventive.

May/June 2018 | CANADIAN Florist 17

CanadianFlorist.indd 17

24/04/2018 22:11

Consumers could see what the florists can actually do,” de Kok said. “The Cup really showcases floral design at its best.”

May/June 2018 | CANADIAN Florist 18

CanadianFlorist.indd 18

24/04/2018 22:11

“There wasn’t one table that was the same as another,” de Kok said. “Each designer used their different interpretations to make their arrangements intriguing. It shows that we are all so creative and so different.” Hitomi Gilliam, AIFD, EMC, and Neville MacKay, CAFA, PFCI, judged each arrangement blindly. They used a list of criteria, including elements and principles of design, creativity, and mechanics to score each arrangement. Lea Romanowski, AIFD, CAFA, of Designing on the Edge in Calgary, Alberta was runner up. Aniko Kovacs, AIFD, EMC, of Garlands Florist in Vancouver, British Columbia, won third place.

May/June 2018 CANADIAN Florist 19

CanadianFlorist.indd 19

24/04/2018 22:11

What Does Your Email Address Say About You? by Mark Anderson

Eighty-five percent of florists are doing something that 70 percent of the buying public considers unprofessional. What’s the difference between a generic email address (roberta1967@gmail.com or springfieldflorist99@ outlook.com) vs a branded one (mary@marysflowers.com)? Answer: a tremendous amount of credibility. A recent survey showed that 70 percent of people think a non-branded email address is unprofessional. Skeptical? Here are just some of the comments:

70 percent of the public by not using professional email addresses.

Using a non-domain-level address is just the height of laziness (or cheapness) and shows a lack of commitment to your business.

Enhanced credibility is only one advantage of using a branded email address. Think about how many emails you receive in a given day. In a crowded inbox, an email from an address with a recognized name is more likely to get opened, whereas something like flwrlvr786@aol.com could easily be dismissed as spam. Additionally, when using a branded email address, you are also sharing your url; anyone who has your email address knows where to buy from you online. That’s not the case with even the second-best option (@gmail.com address).

If a company doesn’t bother to get a domain name with email ... I wonder what else they don’t bother to do.

GETTING STARTED

I am leery of email addresses that are connected to free account services, such as Yahoo, Gmail or Hotmail. It would make me suspect that the company could be a fly-by-night operation or possibly a scam. There’s absolutely no reason, other than ignorance, for someone to use anything other than their domain name for their email, if promoting a business.

Using free email accounts like Gmail and Yahoo indicates they’re cheap and most likely to cut corners rather than provide quality work. Using the ISP email account indicates to me that they’re lazy and not worth my time to deal with. The same survey showed that the overwhelming majority (over 90 percent) considered branded email (like roberta@springfieldflorist.com) to be the most professional option. Unfortunately, the vast majority (85 percent*) of florists are getting it wrong by using non-branded email addresses. Roughly a third of florists use a Gmail account, which three percent of consumers deem “most professional,” but about 70 percent of consumers rate only as “acceptable” or worse. About 10 percent of surveyed florists use a Yahoo address, which roughly 70 percent of consumers consider “totally unprofessional.”

WHY IT MATTERS Derrick Myers, CPA, CFP, PFCI, a speaker at last year’s Canadian Florist Business Forum, and other industry experts say the future of the floral industry is fewer, but bigger shops. The shops that will survive and thrive are the shops that get everything right. They know that they can’t alienate

Website providers that are committed to the success of their clients, like Strider and Flower Shop Network, offer branded email services for sites they host. “In this highly competitive market filled with scammers and brand imposters, a domain brand email address gives your business credibility and potential customers assurance that you are the right choice,” said Jamie Jamison Adams, search engine marketing manager for Flower Shop Network. The first step is to ask if your website provider can offer you a branded email. If they cannot, things get a little more complicated. You’re going to have to involve another provider, like Gmail For Business or FastMail. Configuring email services gets technical and will involve some changes to the DNS entries for your website. This will likely involve your website provider, so be prepared for some back-and-forth as you pass along DNS information from your new email provider.

May/June 2018 | CANADIAN Florist 20

CanadianFlorist.indd 20

24/04/2018 22:11

The shops that will survive and thrive are the shops that get everything right. You may encounter some deliverability issues that can only be solved with more back and forth and additional DNS entries. This can be frustrating, but persevere! The end result is worth it. Weâ&#x20AC;&#x2122;re not talking about a small gain here. Weâ&#x20AC;&#x2122;re talking about a huge increase in credibility among the vast majority of the buying public.

* TESTING METHODOLOGY The analysis was done using the registration list from a recent industry event. The full list was constrained to just the retail florists in attendance (removing vendors, speakers, etc.). Each remaining email was then analyzed to get the numbers used in this article.

Mark Anderson is a software developer, small business owner, creator of FloristWare, and an enthusiastic supporter of the floral industry.

May/June 2018 CANADIAN Florist 21

CanadianFlorist.indd 21

24/04/2018 22:11

the

SOCIAL

Social Media Marketing:

A perfect match for florists FLORIST

By Rachel Levy Sarfin

Though she hails from a town with fewer than 1,500 people, Jodi Duncan, AIFD, has become an internationally known florist with an impressive resume that includes creating installations for the famed Philadelphia Flower Show, designing for The White House, reporting on the last royal wedding for Scotland’s Fusion Flowers magazine, serving as Mayesh Wholesale’s Design Star, and even giving a TED talk.

The owner of Jodi Duncan Designs in Norris City, Illinois, credits much of her success to being social —both in faceto-face interactions and online. In addition to marketing her own business, she has also been a spokesperson for several brands, including Design Master Color Tool, Baisch & Skinner, Kennicott Brothers and the Bill Doran Company. Earlier this year, she launched a social media consulting company, Social Jodi, in which she uses her 30-plus years of experience to guide other small business owners and managers. Duncan recently connected with Canadian Florist to share advice with readers who likely lack the time to sift through the myriad social media tips floating around the Internet to determine what’s good counsel and what simply isn’t.

SOCIAL MEDIA: MANDATORY FOR SUCCESS Duncan wholeheartedly believes that florists can’t afford to avoid social media. “The average consumer spends a conservative two hours per day on social media platforms,” Duncan said. That figure is based upon research performed by MediaKix, a social media influencer marketing firm. Over the course of a person’s lifetime, that adds up to more than five years — and experts predict that amount will only increase as platforms develop further. In the future, people will most likely spend more time on social media than they will

watching TV. Even if you have many visitors to your site, you still need to have a social media presence. “No matter how good your web traffic is, it must be supplemented with engaging social media posts,” Duncan said. “There are more eyes on Facebook, Instagram, YouTube than there are on a florist’s website.”

and

For florists who aren’t sure where to begin, Duncan recommends posting or engaging (commenting on or liking others’ posts) at least five to seven times per day to inspire, entertain, inform and educate. “Sales will follow,” she said. What else should you keep in mind? “Social media is about being SOCIAL,” Duncan said. “Be a friend. Be the expert, the icon. Make them laugh. Add value to their day.”

CASUAL AND COLLOQUIAL VS. SLEEK AND SOPHISTICATED A lot of small business owners fret that their efforts can’t compete with professional marketers’ polished posts,

May/June 2018 | CANADIAN Florist 22

CanadianFlorist.indd 22

24/04/2018 22:11

but there’s no one-size-fits-all approach to social media, Duncan insists. “Due to reality TV and Snapchat, video viewers will forgive unpolished and unedited content,” she said. As evidence of this, she points to a “public service announcement” style video she shot the week of Valentine’s Day urging viewers to buy from a local florist, whether it was her or not. In it, she wore goofy, oversized sunglasses and held up a bowl of ingredients used to make chocolate chip cookies. (Her point: a DIY gift is not as good as the finished product.) That video was shared more than 190 times and received 80,000 views. “It was nothing fancy or precious,” she said. “It was just a casual conversation.” Video marketing is rapidly becoming a popular way to connect with audiences. Business coach Gary Vaynerchuk wrote back in 2015 that if you don’t have a video marketing strategy for your business, “you are going to lose.” While video content can be more casual, the same does not apply to other aspects of your social media approach. “Your graphic design, logo and marketing materials had better be sleek and sophisticated,” Duncan cautioned. (She also recommends typing your posts in a Word document first and running a grammar check before making anything public.) Customers care about details on and off social media. They want to know that you’re a professional who has invested time and effort into your business. You can afford to shoot your own video with your cellphone, but it pays to get a trained graphic designer and marketing professional to make sure your website, brochures, and visual brand identity are sharp.

TRACKING YOUR SUCCESS As a business owner, you probably want to know what your return on investment (ROI) will be before you spend a great deal of time, effort, and especially money. Duncan answers that question with a query of her own: “What’s the ROI of NOT being on social media?” She has stopped trying to convince the doubters. “I don’t even argue anymore. There are too many amazing and powerful case studies out there on the spectrum of success, and I personally have a successful stack of my own,” Duncan said. She has a waiting list of clients and has vowed not to waste her time trying to convince people who don’t understand the value of social media marketing. Unlike other forms of advertising, social media marketing

The average consumer spends a conservative two hours per day on social media platforms... “Be a friend. Be the expert, the icon. Make them laugh. Add value to their day.” gives you a clear idea of how successful your efforts are. “We can track exactly who watches your video AND for how long!” Duncan said. “We can discover how many people saw that amazing picture you posted, then focus on those exact people with a targeted ad campaign.” Duncan believes that social media marketing is for every florist. Social media allows you to reach a larger audience than your physical community and lets you engage with them on a deeper level. The veteran florist and marketer is convinced that social media marketing is the future of reaching customers, and those who can do it effectively will have greater success and longevity.

Rachel Levy Sarfin is a Toronto-based freelancer who has written about technology for a variety of publications and blogs.

May/June 2018 CANADIAN Florist 23

CanadianFlorist.indd 23

24/04/2018 22:11

JENNIFER'S JOURNEYS

A Bridal Show

Survival Guide By Jennifer Harvey, CAFA, CFD

Each year, a wave of proposals occurs between December and February 14. Following the initial celebrations with family and friends, couples now turn their attention to finding and hiring vendors to make the magic come together. This is when we in the industry gather together at the one-stop shop event called “the bridal show.” Now, bridal shows are not for the faint of heart. If you are new in the wedding biz you may have questions and concerns. I bestow on you my advice so you can decide whether you should join the ranks of us who take on this monster several times a year.

These couples have their choice of many florists. Enthusiasm will help reelthem in and get you the wedding.

IS IT WORTH IT?

Yes, booking weddings is the goal of the bridal show, but that’s not the only way to measure success. Bridal shows often have a trickle effect. You may only score one or two clients right away, but you’re planting seeds for the future. For instance, maybe a bride attends with a few bridesmaids in tow who think of you when they get engaged. Or perhaps you’ll befriend a photographer or a baker who will recommend you down the road. Networking is a huge component of a bridal show. In addition to referrals, vendor relations can lead to things like style shoots and open houses—more opportunities to promote your brand and attract new clients. Even if you don’t see it right away, bridal shows can make you money in the long run.

Bridal show entrance fees are expensive—and that’s just renting the booth space! Then you also have to decorate the booth, which obviously should have some fresh floral designs. And don’t forget costs to staff the booth and produce marketing materials. Events like these can eat up your marketing budget for the year. Do your research. Ask the tough questions. Who do you want as clients and will they be attending this particular show? There are so many different types of shows, from big, splashy ones in the heart of a city to small events in rural settings, where you may be only one of a handful to represent flowers and decor. Maybe you are better off going to shows based in your immediate community rather than trekking to your province’s capital. Or, if you are familiar with a particular culture’s traditions, you might specialize in shows that target specific demographics (such as the Jewish or Indian communities). Each show offers different opportunities for your company. Sometimes, doing several shows the first few years helps you see what your audience is looking for and what you can handle. Now, bridal shows can be a gamble. Bad weather can cause low attendance, altering the outcome of what you expected to be a moneymaking event. Then again, sometimes the last client on the last day brings you a huge wedding that makes it all worth it. Do your homework and don’t go above your means; then, whatever the outcome, it will not be a regret but a positive learning, networking, and advertising opportunity. HOW DO I DESIGN MY BOOTH? Your booth should represent your brand but it need not show brides every single thing you can do for a wedding. (To convey your range of skills, bring a portfolio album.) A booth should tell a story and should wow. There will be so many other vendors there and you want to be the belle of the ball. Brides have been poring through magazines and Pinterest and this is their moment to see their dreams live and in person! I like to have as many fresh flowers in the booth as possible. Pull them in with texture, colour, sparkles, detail, and the fragrance. Once they enter the booth, you have about 10 seconds to let them know you are the vendor for them! HOW DO YOU MAKE A LASTING IMPRESSION? Long before you set up your booth, you need to come up with a way to represent your brand...and decide how you and your staff will set yourselves apart. Do what you and your staff do best. Show potential clients that, if they choose you, that your excitement for their love story will be reflected in all you create for them.

HOW DO I FIGURE OUT MY RETURN ON INVESTMENT?

HOW DO I CONNECT WITH PASSERSBY? Don’t just shove your flyer or card in their hands. You need to create a booth that clients want to step into. Nothing is more appealing to a new bride than the opportunity to photograph themselves with their girls or their future spouse. Create an atmosphere that encourages them to linger, take selfies, and share them on social media. This gets you free advertising. Bring employees who have energy, personality, and, most important, want to be there. Standing for 12 hours can be exhausting, and, it’s natural that it might lead people to grumble, but if they do so, it will destroy the positive feeling you are trying to achieve. Make an impression when you hand them your business card. Ask them questions (“When are you getting married?” “What’s your personal style?” “Does your wedding have a theme?” “Are there any cute pics you’ve seen on Pinterest?”) Making conversation leaves an imprint on visitors and prevents your card from falling into the abyss that is the average woman’s purse, where it will be forgotten. It takes less than 30 seconds to make a lasting impression. If you are able, give away something during the show. A flower crown or single rose will get everyone’s attention. Others walking around the show will ask them where they got it and will send more prospective clients your way! The more attention you get, the easier it is to sell the dream. Also, ask the bridal show organizers to include you in fashion shows, giveaways, and decor for the show. This will get attendees to see and hear your name many times throughout the show. It’s a surefire way to get more bang for your buck! Overall, bridal shows can be very fruitful, if done well. One last piece of advice: wear comfy shoes!

Jennifer Harvey is a freelance designer, television and radio personality, consultant, writer, speaker, teacher, and president-elect of the Canadian Academy of Floral Art.

May/June 2018 | CANADIAN Florist 24

CanadianFlorist.indd 24

24/04/2018 22:11

FM17368

• Our best-in-class technologies, including our award-winning POS and web-hosting solutions, are built to run your business efficiently – connecting you with consumers and the largest network of florists. • We invest heavily in robust consumer advertising campaigns and develop unique and effective marketing programs and products – all to help you acquire and retain new customers.

We’ve made all the arrangements so your business can blossom. • We have industry-leading experience and knowledge, and are always available with the support you need – allowing you to stay focused on your business. • With over 80 years of partnership with florists, we are 100% committed to ensuring that every single order in our network goes to a local florist.

myteleflora.com

| 1.800.668.5770 May/June 2018 CANADIAN Florist 25

CanadianFlorist.indd 25 FM17368_TradeAd_CAFlorist_F.indd 1

24/04/2018 22:11 3/24/17 12:45 PM

The Thrill of Competition

How To With

Heather

By Heather de Kok, AAF, AIFD, PFCI

Let’s talk about competing. I have entered several competitions. Some I have won and some I have not; however, in my opinion, I have always emerged a winner. First of all, competition always makes me grow as a designer. It proves to me that I’m able to think on my feet and rise to the challenge. One of my favourite pieces was a centrepiece for a table for two, titled “Under the Sea,” which I had to make in Brazil at the Gateway to the Americas Cup. It did not win, but I had so much fun creating it and executing it. Having gone through the process and improving as a designer, I could then see why that piece did not win. This experience and knowledge made me better. And, at the next Gateway to the Americas Cup, I took home the Sunshine trophy for my tablescape.

You may think, “I don’t have time” or “I wish there was something in my neck of the woods.” Remember, this is an investment in you as a designer. If it really is not in the cards, then perhaps you could have a floral friend pick out a category for you to create on the spot and you could do the same for them. Have some fun! That is why we got into this amazing industry—to flex our creative muscles! Don’t be afraid to push yourself out of your comfort zone. You will be surprised at what you can achieve when you give yourself a shove.

Additionally, through competitions, I’ve met so many amazing people who I now call friends. These are people I would not have met had I not challenged myself by entering design competitions. I would go as far to say that I would not have been able to start the Maple Leaf Cup if it weren’t for putting myself out there and meeting people. Don’t just take my word for it, though! Here are some comments from past winners of the Maple Leaf Cup: Deniss Barahona, Grower Direct, Edmonton, Albert (Inaugural Winner) “Competing is a nice way of getting me out of my comfort zone. It challenges me to improve my skills with a whole lot of adrenaline rush that only a competition can give.” Lea Romanowski, AIFD, CAFA, Designing on the Edge, Calgary, Alberta (2017 Winner) “It tests your ability and knowledge when you are under pressure, which I think is very important to hone that skill, as it helps me perform better on the job. Competing puts you on level playing field and makes you rise to do your very best work, and you learn from everyone around you.”

Heather de Kok, AAF, AIFD, PFCI, is the owner of Heather de Kok Floral Design and Grower Direct in Edmonton, Alberta. She also founded The Maple Leaf Cup.

May/June 2018 | CANADIAN Florist 26

CanadianFlorist.indd 26

24/04/2018 22:11

80205

FORD COMMERCIAL VEHICLES

THIS IS WHERE CUSTOMIZATION AND CAPABILITY MEET KNOWLEDGE AND SUPPORT. For movers. For plumbers. For diggers. For lifesavers. For framers. For builders. There’s a Ford Commercial Vehicle for that. There’s also a Ford Commercial Vehicle specialist ready to help make equipping your business easy. Our experts will be by your side before, during and after sale, offering vehicle advice, customized nancing and maintenance solutions, and a nationwide network of Ford-approved uptters and modiers. When you’re ready, talk to us.

FORD.CA/BUILTFORBUSINESS

2018 TRANSIT CONNECT

2018 F-150

2018 SUPER DUTY

2018 TRANSIT

May/June 2018 CANADIAN Florist 27

CanadianFlorist.indd 27 80205_MAG_CFL_R0_18FleetAllLine_8x10.875.indd 1

24/04/2018 22:11 4/12/18 2:19 PM

SEEING

DOUBLE

Joe With

By Joseph DeLarge, CAFA, CFD

I like to think of myself as a floral entrepreneur. The idea of a second location has been on my mind for a few years now, as my business has been humming along, I’ve had the time to focus my attention on other projects, and I love a challenge! I wasn’t sure whether I should take the risk and open another flower shop under the same brand or grow by purchasing an established business. Then, late last year, the perfect opportunity to purchase an established shop came along. I decided buying an existing shop would be the smartest way for me to expand. This new shop clicks with my eco roots and makes for the perfect sister store. The timing and feeling was just right! March 1 was the day I received the new set of keys to my second shop, a very big day for me and my business. I started eco|stems back in 2009 with a dream, a business plan, and a small loan. Taking on a second store has been rewarding, challenging and has kept me on my toes to say the least! There are many older florists who are looking for an exit to retirement and a new generation of florists coming up looking for opportunities in the flower world. Whether you want to own for the first time, are looking to expand, or looking to sell, there are a few things to keep in mind throughout this process that I want to share while they’re fresh!

1. BE PREPARED TO OPEN THE BOOKS IF YOU’RE LOOKING TO SELL. A smart purchaser will be looking for two

to three years of financial statements to prove the business is worth the investment. Make sure all of your sales are going through the register; you want your business to look as successful as possible with paper proof. Compile your documents in one place, and include anything that makes your business look great.

2. RESEARCH WHETHER IT MAKES MORE SENSE FOR YOU TO START YOUR OWN COMPANY WITH A FRESH NAME AND FACE OR KEEP IT THE SAME AS THE WELL-ESTABLISHED BUSINESS. I

loved the experience I got from starting my own brand from the bottom up. There are no expectations—you can set the rules and have it be the way you envision from the start. I chose to buy an established florist the second time around. The steady business from day 1 was the main reason I chose to go this route. The fit was perfect with my first store and the timing was right.

3. MAKE SURE YOU HAVE THE FINANCING SORTED OUT. Whether you use a financial institution, your own

savings, or a loan from friends or family, know and study the ins and outs of the financials. Do you have enough cash on hand to manage a larger cash flow? Will you have enough income to service the debt? Run a few scenarios through a spreadsheet to see how the numbers work.

4. GET A GOOD LAWYER, REAL ESTATE AGENT, ACCOUNTANT, AND BANKER. Be sure these people are

working for you! Share your plans with them and don’t be afraid to ask them for their advice and opinions about the plans you’ve drawn up, that’s their job. Do your due diligence! Here are a few other things to think about throughout the transaction: • Cultivate great staff and keep them in the loop as much as possible leading up to closing. They’ll be key in helping with a smooth transition. Be sure any potential new employees are ready and willing to learn and take on any challenge with the changes and new processes you might implement. • Give lots of thought to any changes you plan to make and their impact on customer retention and satisfaction. • Call on friends and family for their expertise and a helping hand when needed. • Make sure you have a plan to take control of the business website and domain information, social media accounts, passwords, bills, accounts, etc. • Transition day is a big deal. Depending on how you structured your sale, you might be doing inventory. You can also opt to just take over with the inventory that was on hand on the eve of closing. • Plan for the future. How does this new business acquisition fit into the future plans for your business? Update your business plan. Joseph DeLarge CAFA, CFD, is the owner of eco|stems in Toronto.

May/June 2018 | CANADIAN Florist 28

CanadianFlorist.indd 28

24/04/2018 22:11

How Can I Optimize My Site For Voice Search? Ask The SEO Voice-driven assistants like Alexa, Siri, and Google Assistant (formerly Google Now) have been around for a while, but the combination of more powerful phones, better artificial intelligence, and the popularity of devices like Amazon Echo and Google Home have skyrocketed the popularity of voice search. From 2010 to 2016 voice searches on Google increased more than 700%. The adoption of hands-free devices in homes has outpaced expectations by 50%, and predictions are that, by 2020, more than half of all searches on the Internet will be powered by voice, not typing. Google Assistant is leading the pack in terms of voice recognition accuracy, followed by Alexa. Apple is heavily investing in upgrading Siri as well. So what does that mean for a florist who now has to try and not only rank on Google’s organic search results, Google Maps, and compete in AdWords, but now also has to consider voice search? Don’t worry — it’s not as daunting as you might think. FIRST: Keep doing what you’re doing...if you’re already following modern SEO best practices, that is. All of the good things that will help you rank organically (links, authority building, great fresh content on your site) will also help you with the voice results. SECOND: Consider conversational queries. A key part of SEO is trying to rank for the terms people are searching for. It’s true that Google is very good at understanding semantics and related terminology (ex: “apple” on a page that also talks about “pie crust” means something different than “apple” on a page that talks about “hard drives”), so we don’t need to chase precise phrasing all the time. What’s different about voice search is the human factor. When someone in North Edmonton is typing a query they might peck out “florist in Castle Downs” or “Palisades

BY: Ryan Freeman

flower delivery”. We’ve learned to use a certain syntax in our online searching. Voice searches tend to be more conversational, as if we’re actually asking someone a question. You might turn to your Google Home Mini and say “Hey Google, where can I order flowers to send to the Lake District?” Understanding this behaviour, we can directly target these types of questions. Here are three tips to help you attract more traffic from voice searches.

Pick some questions from that list that you can answer with a high degree of certainty, and make sure the content is well written. A summary paragraph to open the article is helpful, as are bulleted or numbered lists if you have steps to follow. 3. PURSUE FEATURED SNIPPETS It’s not unusual for Google’s answer to an informational voice query to be only one result. That’s a big contrast to the 10 links + 3 local listings + 4 ads on a desktop search result page. And most of the time, that one result is pulled from a Featured Snippet or Knowledge Panel result.

1.INCLUDE QUESTIONS ON PRODUCT PAGES You can help your product pages’ rank for voice search by including questions and answers on the Product Detail pages. You can think of your own questions, track questions that customers ask on the phone and online, or even use an automated solution (popular on many large ecommerce sites) that allows customers to submit questions and answer questions from other customers. It’s also helpful to use Schema Markup to help search engines understand that your content is, indeed, a question followed by an answer. Just ask your web provider for assistance with this. 2. WRITE HIGH-QUALITY FAQ ARTICLES One of my favourite tools is a website called Answer The Public. You can enter a word or phrase and after a moment the site will show you a wide selection of popular questions based on that theme.

These rich results are Google’s indication that they have a high level of trust that the featured information is the correct and most accurate answer to the query. Achieving Featured Snippet status requires a combination of high quality writing, domain authority, and incoming links to your page. This may take some time, but consider what it could be worth to be Google’s authoritative answer in a future world with one result instead of 17. Voice search is still in its infancy, but the rate of adoption has been even faster than any experts predicted. As Google, Amazon, and Apple continue to try and outpace each other, we’re going to see more features with better speech recognition in 2018 and the years ahead. The wise step is to start planning your content and SEO now with voice in mind because it’s only going to become more significant and you really don’t want to be playing catch-up next year.

Ryan Freeman is president of Strider Inc., founder of Florist 2.0, and publisher of Canadian Florist.

May/June 2018 CANADIAN Florist 29

CanadianFlorist.indd 29

24/04/2018 22:11

on THE

LEVEL with

NEVILLE

IT’S TIME TO GET A MOVE ON! by Neville MacKay, CAFA, PFCI, WFC

I spoke with a couple that packed up their home of 40+ years and moved into a small condo, an experience they described as both upsetting and freeing. That made me stop and take stock of all the things David and I have “gathered” over more than two decades, and I nearly started to cry. (I am a bit of a hoarder, to say the least.) Having recently embarked on our own “big move” for our shop to a beautiful new location, I, too, took the time—and medication—to remember what we went through. Our store opened in 1992, and we have moved twice before finding this spot! Every place we looked at was too small (I’ve come out of a closet once, and I’m not about to go back in!), too expensive, or simply not appealing. Anyway, we finally found a place that was perfect, and we just had to have it. Negotiations were both fun and enlightening, and we got all we were looking for—and a bit more. Let me tell you, darlings, that this was the easiest part of the whole ordeal—by a long stretch. Oh, let me start by telling you we took possession of the space on November 1, 2017, with an opening date of January 2, 2018. We really had little say over this timing, so I upped the dosage of my meds and went for it! Getting things built and set up to suit my tastes is a challenge at best. It took a lot of sketching, chatting, stomping about, and “quiet times” to get us moved and settled. Let’s start with the fridge. I wanted a big fridge, and I met with a refrigeration company to relay that request. This is a long, swear-filled story, so let me edit it for you to save time: I chose a fridge 10 feet long, based on their recommendations. They said, “No problem.” Then I got the call that they’d have to send a 6by 4-foot refrigerator, but they’d put it together easily. That service, however, would be an extra $2000. Oh, and they forgot to say we’d need another part that would cost MORE money. I swore, but by then it was getting late (mid November), so there wasn’t time to fight them. THEN they called to say the fridge wouldn’t fit through the door (never mind that they had already come in the shop and measured) but suggested we could either take the door and frame out OR pop out one of our windows and frames. Let me reiterate that this was in November! I promptly had a fit, and called another company, which built us a beauty of a fridge—on time and on budget. Now, you may be questioning my intelligence to think it was a good idea to move during the holiday season, but, Petals, that is the perfect time to pick up sticks and go! We packed all the product

we wouldn’t need for Christmas (there’s a lot more than you would think) and got it all moved, displayed or tucked away early on. This worked brilliantly, as we typically empty a lot of shelves in December to make room for trees, etc. After work each night, or during the day if it was slow, I would trundle off to the new store and do a bit of work, even if I had to suffer and work amongst the construction crew. Sarah and Eva held the reigns and packed betwixt all the Ho Ho Hos and glitter—bless them. We had to think about what we needed, where it should all go, and how to make the space personal. David and I were visiting my Mum in the midst of it all, and while harvesting winter foliage for the store, David spotted the old chicken house up in the back field. This used to be a hunting camp from when my Dad was a kid, and that inspired David. Well, the next thing we knew, we rented a truck and were piling boards and all sorts for our store! The front of our counter now has wood from both Dad’s hunting camp and the family picnic table, and we use my father’s wooden tool chest for a display case, and a great old jam and pickle shelf from my parents’ cellar (that still has my Mum’s writing on it) that now holds chocolates. Look, we all have to move at some point, so I encourage you to pretend to move your store. Go on, I dare you! Have a look about and decide what you can’t live without (or with) … you’ll be renting a dumpster before you know it! Now that we’ve moved and have lots of storage, I just play the “Where’d I put that? “game. (Don’t let me collect more crap, PLEASE!)

Neville MacKay, CAFA, PFCI, WFC, is owner of My Mother’s

Bloomers in Halifax, Novia Scotia and a design director with Smithers-Oasis North America. He designed flowers for the 1988 Winter Olympics, as well as a long list of celebrities including Glen Close, Sir Elton John, and members of the British Royal Family. MacKay appears regularly on Canadian TV and travels internationally, giving presentations about the impact of flowers.

May/June 2018 | CANADIAN Florist 30

CanadianFlorist.indd 30

24/04/2018 22:11

A16-1

Take your ™ business further. We’re in the business to help grow your business. With our worldwide florist network, technology systems, marketing tools and customer support, you can focus on what’s most important—delighting and inspiring your customers with handcrafted arrangements.

A16-11987 - FTDFloristAd_OVERVIEW_CDNFL.indd 1 CanadianFlorist.indd 31

8/25/16 2:38 PM 24/04/2018 22:11

A Website As Unique as Your Shop Part of the Essential Marketing bundle by Strider StriderSEO.com/ďŹ&#x201A;orists hello@striderseo.com 800-314-8895

CanadianFlorist.indd 32

Your Canadian SEO Experts 24/04/2018 22:11