Canadian Florist - March 2017 by Strider Media

March/April 2017

canadianfloristmag.com

Rediscover the Joy of

PROM

Enter the Mind of a Millennial Give SnapChat a Try!

inside

• Prices that Appeal to All • Website Tweaks with Big Payoffs • Visual Merchandising Ideas with Impact

the web host with the most.

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To find out more ways we can grow your business, visit us at eFlorist4me.com or call 800.668.5770.

2 CANADIAN Florist | March/April 2017

Vol. 113 No. 2 • March/April 2017

features

departments

Chasing Unicorns Marketing tips that resonate with millennials

The Social Florist

COVER DESIGN BY TINKA MAGOSCI COVER PHOTO BY LINDSAY ULRICH

Fill Your Dance Card with Sales Advice to make prom a well-oiled machine

Florist Spotlight

“Mention prom season to most florists and you’ll hear groans and moans followed by horror stories of Momzillas, hot glue burns, late hours, and the torment of finding the perfect shade of teal for the customer. But this is the 21st century; stop acting like it’s 1997. There is a better way to get through prom season more smoothly, to make lots more money, and have less stress”

5 Easy Ecommerce Tweaks to Take Your Business to the Next Level Tightened security, transactional emails, and more

By Design

Rising to the Occasion

Care and Handling

Ask the SEO

On the Level with Neville

-Tim Huckabee, AIFSE

17 22

Arrange Your Visual Merchandising with Care and Precision Techniques that turn heads How to Raise Your Prom Prices Without Annoying Customers Pricing practices that really work

online Network with florists online

Have Your Say - Visit us online at CanadianFloristMag.com to share your comments on our articles, and be a part of the conversation.

March/April 2017 | CANADIAN Florist 3

Remember the Wonder by Katie Hendrick When I was a kid, the word prom carried so much weight. Over and over again, on television shows and in movies, I watched characters prepare for this event portrayed as the pinnacle experience of adolescent life. Prom represented everything my child/ teenage self longed for: romance, glamorous formal wear, and perfectly coiffed hair. (This was before the era of flat irons, and I fought—and usually

Vol. 113, No. 2 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

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EDITOR

lost—a daily battle against my thick, curly hair that settled in a puffy pyramid of frizz.) Every time I mused about how fabulous I thought prom would be, my mom would roll her eyes. After all, she’d gone to college, gotten married, had kids, and knew life had so many more riches to offer than some school dance. True, when the big night finally arrived, it wasn’t the “magical” affair I’d built up in my head, but I still had a really good time. Sure, when I look back at photos, I cringe at some of my fashion choices, namely my pale pink dress that looked like something Glinda the Good Witch would have worn (included here for your amusement). At the time though, I thought I was the epitome of glamour. It’s easy to be jaded, to forget those days when prom felt like a regal rite of passage rather than a silly night when teens pretend they are adults. Try to remember. It will make all aspects of your prom business—marketing, communicating with high schoolers, designing—so much more rewarding. You might have sold 42,693 corsages in your lifetime, but this is likely your customer’s first or second ever floral purchase. It’s a very momentous occasion. To help you prepare for the onslaught of happy shiny people headed your way in the coming weeks, we’ve dedicated this issue to all things prom, from marketing and pricing pieces to care and handling and construction tips for jewellery that won’t budge when teens boogie. You’ll also find an analysis of the millennial mind, as well as a guide demystifying the app beloved by high school students: SnapChat. We’ve rounded out the pages with strategies to grow your day-to-day business with topics such as e-commerce, visual merchandising, and design classes. We hope you enjoy the content and have a very prosperous prom season. If you have any best practices to share, please reach out to us at editor@canadianfloristmag.com.

@CanadianFlorist 4 CANADIAN Florist | March/April 2017

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. ©2015 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.

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

www.canadianfloristmag.com

prom season.

I’m thinking beyond the wrist this

Prom is a chance for teens to showcase their unique style. My chandelier earrings are a one-of-a-kind floral accessory that make a big splash for a small spend. I can alter this simple, lightweight design to suit any prom-goer’s taste, and I’m able to prep the earrings weeks ahead of time, making them both time and costeffective. Get inspired with design ideas that fit your style at oasisfloralproducts.com/inspire.

Be a featured designer! Garrett Skupinski from St. Louis, MO, gets our vote for prom king after inspiring this design. Enter our Inspire Design Showcase on Facebook for a chance to inspire designers worldwide. March/April 2017 | CANADIAN Florist 5

bloomin’

biz Digital Technologies Growing More Integral to Canadian Small Businesses The use of social media and other digital tools have become increasingly important in establishing and operating a small business in recent years, according to a survey by the Canadian Federation of Independent Business, with over half of all small firms now utilising Facebook on a routine basis.

eye to the challenges small businesses face implementing them.

“Small businesses have come to understand how essential digital technologies are to their business,” said Corinne Pohlmann, CFIB’s senior vice-president of national affairs and partnerships. “As a result, more and more of them are adopting these technologies and integrating them into their activities every day. The vast majority now see having a website as essential to doing business and more than half of them have begun using social media, up from 27% in 2012.” To learn more about how small businesses are coping in the digital age, CFIB surveyed more than 6,300 members at the end of last year on their use of, and perspectives on, various types of digital technologies, with an

Some of the key highlights of the survey: •

Since 2009, use of Facebook has doubled from 22% to 54% while use of LinkedIn has grown from 6% to 32% and Twitter from 3% to 22%.

•

Facebook tends to be used more by consumer-facing businesses while LinkedIn is preferred by businesses that primarily deal with other businesses.

•

Younger firms are much more likely to use social media than more established ones, with 72% of those that have been in business for less than five years using social media versus 48% of those who have been in business for more than 10 years.

•

There was a greater tendency for businesses in sectors that have a consumer-facing focus to have an online store and update their websites more regularly.

“We found that the biggest challenge in adopting new digital technologies is that they are too time-consuming,” Pohlmann said. “They require constant updating and management, so larger firms tend to use them more than smaller ones as they have the resources to manage the tools properly. Also, about a third of small businesses found them too costly to adopt.” CFIB’s recommendations to policy makers include providing simple, cost-effective, “off-theshelf” digital tools for small business, creating a website of such tools to enhance digital literacy, and introducing a “digital technology deduction” so a business can write-off their investment

Record attendance at Landscape Ontario Congress ‘17

More than 13,650 professionals attended Landscape Ontario’s Congress ’17, marking the largest turnout in the show’s 44-year history. Canada’s premier green industry trade show and conference featured over 600 exhibitors at the Toronto Congress Centre Jan. 10, 11 & 12. “To achieve modern gardens, landscapes, nightscapes, outdoor living space or to source the latest trends in hobby gardening, our members and visitors need to have a one-stop buying venue,” said Heather MacRae, director of events and trade shows. “Congress’ popularity with our contractors makes us proud. Welcoming back retail suppliers and independent garden centre owners, our partners from Garden Expo, added excitement to the show after a 16-year hiatus.” Among the Congress ’17 highlights: the annual Landscape Ontario Awards of Excellence ceremony, the popular tailgate party, as well as a fantastic lineup of industry-leading speakers and conferences. “Hardscape Live” returned for the second year in a row, providing live ICPI hardscape installation demonstrations, and the members of the Ontario Provincial Police took audience members through vehicle safety and inspection information on the show floor. 6 CANADIAN Florist | March/April 2017

in the year of purchase. Pohlmann will be sharing these results on the impact of digital technologies on small business when she takes part in a panel discussion today at the Digital Adoption Symposium. The forum was set up in order to discuss and debate Canada’s digital adoption challenge, particularly some of the difficulties small businesses face in fully embracing digital technologies.

coast to

COAST

The Industry Mourns an Icon Barbara “Bobbi” Ann Ecker Blatchford died Friday, February 3, leaving behind two children and legions of fans throughout the world, prompting an explosion of tributes on social media for the inimitable “Bobaloo.” Bobbi’s illustrious career had anything but a conventional beginning. She was 16-years old, living with her grandparents in rural Iowa after her parents died. That’s when a yellow airplane landed just yards away. The pilot, Ted Ecker, approached her with a biedermeier bouquet, a gift for “the most glamorous woman in town.” Bobbi told him, “come back tomorrow,” because she was a lot more interesting than the town beauty queen. Ecker did just that, beginning a courtship that spawned one of the most talented, and beloved, floral designers. She started at her husband’s family’s retail flower shop and nursery in Waverly, Iowa, and went on to launch her own company, The Flora Pros in Chicago. Over the course of 60-plus years, she became an award-winning designer, a favorite commentator, and a coveted consultant for all segments of the industry, including growers, manufacturers, and distributors all over the world. Many organizations recognized Bobbi’s achievements, including the American Institute of Floral Designers, International Floral Expo, and the Society of American Florists, which awarded her the Tommy Bright Award, the top honor for floral education. In addition, United Flowers, a division of Preesman, named one its “High and Icon” roses after her. There is also a “Bobbi Cup” floral design competition held in conjunction with the Chicago Flower & Garden Show. Still, it was her effervescent personality and uncanny ability to make others feel special and

extraordinary that so many people recall — and her fondness for flamboyant hats (decorated with a flower, of course)! “Bobbi was an incredible influence for me and thousands more in the floral community,” said CF columnist Neville MacKay. “We will be forever thankful for her love and encouragement.” “A lady full of energy,” said Dorina Idvorian, a former floral instructor at Conestoga College in Kitchener, Ontario.

Pakistani Court Bans Valentine’s Day

COMING

EVENTS

MARCH

3-5: Great Lakes Floral Expo Grand Rapids, Michigan Michiganfloral.org 10-19: Canada Blooms Toronto, Ontario Canadablooms.com 12-14: Vancouver Gift Expo Vancouver, British Columbia Vancouvergiftexpo.com 19: The Profitable Florist Seminar with Tim Huckabee and John Forsyth Calgary, Alberta Floristssupply.com 22-26: World Floral Expo Las Vegas, Nevada hppexhibitions.com 24: Maple Leaf Cup Edmonton, Alberta Heatherdekok.com

The Islamabad High Court in Pakistan’s capital issued an order Monday, February 13, that banned the celebration of Valentine’s Day across the country.

26: Wedding Hands On Seminar with Loann Burke Winnipeg, Manitoba Floristssupply.com

The order prohibited the display of advertisements that referenced Valentine’s Day, banned the sale of associated merchandise (red roses included), and stated that the day could not be celebrated in “any public space or government building.”

26-29: Quebec Gift Fair Montreal, Quebec Cangift.org

The court’s order came after a petition was submitted by a citizen called Abdul Waheed, who claimed that ongoing Valentine’s Day promotions were “against the teachings of Islam and should be banned immediately.” Resistance against Valentine’s Day is not unusual in Pakistan. Religious groups, such as the Islamic political party jamat e Islami, have often protested against the holiday as an amoral appropriation of Western culture and hold rallies annually on February 14.

APRIL 2: Niagara Falls International Association of Florists Design Show Niagara Falls, New York Niaflorists.org

MAY 29: Canadian Florist Business Forum Vaughan, Ontario Canadianfloristmag.com

Organizing an upcoming event readers should know about? EMAIL khendrick@canadianfloristmag.com A FULL EVENTS LISTING IS UPDATED REGULARLY AT www.canadianfloristmag.com.

March/April 2017 | CANADIAN Florist 7

CHASING ( A K A M i l l e n n i a l s) By Michelle Brisebois

Flowers play an integral part in the process of growing up. From childbirth to the wedding (and everything in between—mitzvahs, sweet sixteen parties, proms, and graduations), floral design tends to find a way into the celebration.

late-90s is categorized as a millennial. If we do the math, front-end millennials are currently in their early thirties and back-end millennials are in their late teens (i.e., your prom customers).

When best-selling author and noted TedX speaker Simon Sinek’s video sermon on the challenges of managing millennials went viral in late 2016, baby boomers responded with glee. At last, their frustrations had been given a voice! Among Sinek’s points: millennials were cut off from the world because they were too enamoured with their mobile devices and they had an over-inflated sense of their abilities because they’d According to Environs Analytics received participation awards as research, millennials represent 30 children, presumably denying them percent of the Canadian population. the character-building experience of Florists who do a good job servicing defeat. (“Kids These Days!” might this market have enjoyed robust have been an appropriate title for this growth, as more and more teens video.) Youthful confidence, coupled become young adults with pay with inexperience, has frustrated the cheques. tribal elders for centuries. Journalist To appeal to the millennial consumer, Tom Wolfe’s 1976 New York we need to understand how they're magazine cover story titled “The defined, as well as what's important Me Generation” picked on the Baby to them in terms of the product and Boomers, so perhaps people who live how it's delivered. in glass houses with three bathrooms and a double-car garage shouldn’t Who is a Millennial? throw granite counter tops? Though specific cutoffs vary, it’s Sarah Thompson, a career coach in largely agreed that someone born Toronto, specializes in the millennial between the mid-80s and mid- to demographic. “The vast majority of Many business sectors are chasing the millennial consumer because the youngest part of this demographic will soon be entering the workforce en masse and could make up a significant customer base. It's also sexier to chase the youth market because fresh innovations typically emerge with young thinkers.

8 CANADIAN Florist | March/April 2017

millennials I’ve worked with are very social and want to have personal interaction. Many of them are sick of being online,”she said, negating the stereotype of a young ‘un hiding out behind a screen. Their social media activity isn’t as shallow or selfcentered as their elders like to think; rather, they use online networks to collaborate.

Individual Expression

Retailers need to embrace the fact that this age group values social activity, as well as individuality. For baby boomers and Gen Xers, it was important to fit in by having the “hot trend” or coveted logo on their apparel. This is not so for the younger consumer who sees exclusive (though not necessarily expensive) pieces as more special. “We know that the group pictures will be posted to social media, so it’s important that each prom floral design be unique,” said Deanna Naugler-Gear of Seaside Flowers in Lunenburg, Nova Scotia.

Male Involvement

She’s also seeing a shift in terms of gender participation in the floral decision process. “The guys are very involved in choosing the flowers and they often come in having researched the flowers, knowing the colours their date is wearing, possessing a clear

sense of what they want,” she said. This trend —men taking a more active role in the decision-making process — appears in the wedding world as well.

Colour and Design Preferences

Colour stories for prom are subtle and natural. “We’re seeing a lot of creams, blushes and champagne shades,” said Jessie Cochrane, owner of Mickey’s Flowers in Wetaskiwin, Alberta. The flowers often include succulents, berries, and eucalyptus. Choker necklaces are a hot jewellery trend in fashion, so have some choker designs ready for the season. Asymmetrical designs are popular with Seaside Flowers’s millennial customers. They also have an affinity for local botanicals, such as thistle and ‘honey bracelet’ melaleuca. “Millennials are used to shopping at farmers’ markets,” Naugler-Gear explained.

Peer Review

Millennials put at lot of stock in online product reviews, particularly those from anonymous sources with no incentive to sugarcoat the truth. By comparison, Money magazine reports that older adults rely more heavily on advice from people in their social circles. The bottom line: it’s wise to cultivate positive testimonials to post on your website and prominent review sites (Yelp, Facebook, etc.). This small and inexpensive tactic will go far in driving millennial consumers to your shop.

Millennials: Not So Different From Us Millennials have a lot of similarities with their Baby Boomer parents. Both groups had to compete with lots of people their own age for attention in crowded classrooms and later for jobs. Facing massive competition forces people to try to stand out from

the pack — action that leads outsiders to perceive millennials as self-absorbed.

“Millennials often take similar paths as their Boomer parents, but simply put their own twist on things,” Thompson said, citing, as an example, a photo of Prime Minister Justin Trudeau performing a complicated yoga pose on a desk in the middle of a work day. “There’s another famous picture of his father, Pierre Trudeau, taken decades earlier performing the exact same yoga pose, but out in nature,” she said. “Same pose, different context.” Millennials are trying to forge their own path, learn the ropes, and develop a sense of self. Promote your ability to listen and customize unique designs to showcase their individuality. Millennials have a strong fashion sense and aren’t afraid to spend money on pretty floral accessories. “They know what they want and bring pictures of the dress,” said Sharon Sorochan, a designer at Mickey’s Flowers. “Technology is a big advantage because prom customers can show us exactly how the dress looks on their mobile device and we design around the garment.”

Nurture Lifelong Relationships If you connect with customers at a young age, flowers will be top of mind throughout their lives. “Many of our prom customers walk by our store on their way home from school over the years and come in with their parents,” said Naugler-Gear. “I make a point of bringing them into the cooler at a young age and speaking to the different botanicals so they develop an appreciation as they mature.” (One young man came in recently to have an arrangement sent to his bank as a thank you.) It has been said that it is impossible to capture a unicorn alive but folklore also says, with the right enticement, the unicorn will gladly come to you. Michelle Brisebois is a freelance writer in Niagara on the Lake, Ontario. She has strategic marketing expertise in retailing, ecommerce, and brand positioning.

March/April 2017 | CANADIAN Florist 9

It’s a Snap: Engage Teens on Their Smartphones

By Rachel Levy Sarfin

Prom season will be starting soon, and that means teens (or their parents) will be ordering corsages and boutonnières. Or, maybe they’ll want that perfect bouquet for a promposal (which is teen-speak for an elaborate request that someone be your prom date). For florists, the question arises: how do you reach teens during prom season so that they buy their flowers from your shop? Answer: Teens spend a great deal of time on social media, and on one platform in particular. Snapchat. We know that name can strike fear in adults. Relax. We’ll break down how this app works and how you can use it to reach teens during prom season. You’ll be fluent in Snapchat in no time!

Snapchat 101

feed so users can take a photo of it. After they upload the photo, the app will automatically add your account to their contact list. You can add your logo inside the ghost to help your brand stand out. Taking pictures and videos is fairly simple. You tap on the circle button at the bottom of the home screen to take a photo, and hold it down if you want to take a video. To add text, tap on the image and a box will pop up that allows you to type. After you’ve created your snap, you can share it by clicking on the arrow in the bottom far right corner of the screen.

If you’re unfamiliar with Snapchat, here’s a primer.

Be sure to make your account public, so everyone can see what you post.

Snapchat is a photo and video-sharing app for smartphones. Users can send content to a select group of friends. The catch is that the content is only available for a matter of seconds. In addition, you can also have video conversations with friends (à la Skype).

How Can You Reach Teens through Snapchat?

Now that you know what Snapchat is, here’s why it matters. It has more than 100 million active daily users. During 2015, the last year for which there’s data, Snapchat was among the top 13 apps downloaded overall. And if you want to target teens, Snapchat is perfect: 71 percent of its users are under the age of 25. In addition, fewer businesses have taken advantage of Snapchat’s advertising potential than on Facebook, Instagram and Twitter, which means less competition for users’ attention.

There are some creative ways you can reach teens before prom season is in full force. You could hold a contest, with the lucky user winning free prom flowers. Because the text limit on a snap is 31 characters, use a URL shortening service such as Bit.ly to post the link to the contest rules.

How Do You Use Snapchat?

To use Snapchat, you’ll need to create an account. Once you’ve signed up, you’ll see your profile page by tapping on the ghost icon at the top of the screen. You can see who’s added you, which users you’ve added, and who your contacts are. There’s also a number indicating your “score,” which tells you how many snaps you’ve sent and received.

Snapchat offers users (including brands) some nifty features to personalize their snaps. You can add stickers (check out the flower crown version!), geo filters (borders that are based on your geographical locations), and emojis.

Social media experts recommend using social media networks to ask followers questions and start a conversation, and the same principle applies to Snapchat. Try this: Post a video asking teens what they want to know about buying a corsage or boutonnière, or how to find the right flower for your date’s dress or bowtie. The visual nature of Snapchat means that it’s a great platform to highlight pictures of your merchandise. Showcase some of your favourite designs, or take a snap of the bouquet one student used for an epic promposal.

As with other social media platforms, Snapchat works on the basis of your ability to discover and be discovered – that is to say, you find people to follow and people find you. Finding people and being found on Snapchat is a bit different than other social networks. Users have to know another user’s exact handle to add him or her as a contact.

Whichever method you use to reach teens, there are a few best practices. First, Snapchat is about being impromptu, so you’ll turn off users if they think you’re trying too hard. Have fun with your snaps while staying professional – you want to make an impression for the right reasons.

There’s an easy way to get teens to add your brand to their contact list. Post a screenshot of your ghost (which is in your profile) to another social media

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

10 CANADIAN Florist | March/April 2017

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March/April 2017 | CANADIAN Florist 11

FLORIST SPOTLIGHT

Ontario Florist Draws a Studious Clientele

By Christy O’Farrell

Like many florists, Tina Riddell, owner of Living Fresh Flower Studio in Kitchener, Ontario, designs and sells beautiful special-occasion arrangements and customized wedding flowers. But there’s another side to her business — a school where students can learn enough about the profession to obtain an entrylevel job in a retail shop. Riddell teaches Floristry 101, which covers the fundamentals of floral design, and runs four to five times a year with the next course starting in early April. The beginners’ class meets for three hours one evening a week for six weeks. The $1,100 cost includes supplies, materials and a tool kit that students keep. Riddell said the classes usually fill to capacity of 10 students. Riddell started Living Fresh in 2007 as a side, part-time business from her home, while also working full time managing a garden centre. In 2011, she quit her full-time job, and focused solely on Living Fresh, launching the flower school out of a community arts centre in 2011, and opening retail space in 2012. In 2014, she expanded her shop, doubling its size to 850 square feet. Previously, the space only had room for six students at a time. The retail floristry program at Conestoga College in Kitchener, which Riddell graduated from in 2005, had ended in 2010 or 2011, creating a vacuum for floral education, she said. She liked the idea of sharing her knowledge and skills. Riddell looked into getting the school accredited, but found it wasn’t feasible because she would have had to charge more for longer classes, pricing her school “out of our marketplace.” Riddell doesn’t typically teach in the summer months because she’s too busy with weddings, but she has tried other class formats such as a one-week intensive course. Ultimately, she found that students needed more time between each lesson to absorb and practice the material. “They get better over the course of time, rather than in a short span,” she said. Several former students have gone on to work in area flower shops, including two at Living Fresh. A few students have worked in shops for a year or two, and then started their own businesses, Riddell said. 12 CANADIAN Florist | March/April 2017

Robyn Scott, who took Living Fresh’s Floristry 101 class in early 2012, chose it because she was familiar with Living Fresh’s work. “I knew that I wanted to embark on a floral career, and it was very important to me that I learned from florists who not only had great depth of knowledge and experience, but who were also setting trends,” Scott said. She appreciated Riddell’s nontraditional approach and constructive criticism, saying her “insight into the floral world was invaluable.” Evening classes worked well for her because she had a newborn at the time. “It was the perfect fit, and I couldn’t have been more impressed,” said Scott, who started home-based Blooms & Flora after completing the course. In 2015, Scott opened a full-service boutique flower shop in Guelph, drawing on her previous marketing career to reach new clients, and build her website and brand. Her new career “isn’t for everyone,” she said, because it’s not just “playing with flowers.” “We work long hours, rarely get the chance to sit down, and deal with high pressure situations and emotional times during such important milestones in our clients’ lives,” Scott said. Riddell doesn’t mind that former students have become competitors. “We don’t look at the industry in that manner,” she said. “For us, it’s

not about being better than the competition. It’s about being a collective group of florists.” There’s more than enough business to go around, she said, “so we try to build a supporting community where people can go out there and do something that they love” with confidence. “Creativity flows best when you’re collaborating and sharing ideas. I learn stuff from my students every single time I teach a class.” She gets something else from her students — income that helps keep the business going in the winter months when the number of walk-in shoppers drops. Event

work, retail and the school each generates roughly a third of her revenue. She has two full-time and two part-time employees who help her keep the operation running smoothly. Living Fresh just launched its new website in January. “It was time for a change,” Riddell said, after three or four other iterations. She worked with a local branding agency, Ashley & Malone. In addition to an updated logo and aesthetic that appeals to her demographic, the site now enables customers to order flowers and gifts online. Living Fresh Flower School also offers terrarium and holiday classes, and occasionally an advanced class, Floristry 102. Some students travel quite a distance, coming from Toronto, Mississauga, Hamilton, Hanover, Stratford and even Windsor, which is about 2.5 hours away

Christy O’Farrell

is a freelance writer in Alexandria, Virginia.

March/April 2017 | CANADIAN Florist 13

Fill Your Dance Card by Lindsay Ulrich

Are you working hard or working smart? Prom can wear you out or pad your bottom line, depending on how you approach the season. We’ve chatted with veteran florist Betsy Hall who runs and owns Hall’s Flower Shop and Garden Center in Stone Mountain, Georgia, along with her husband Ken. Hall has worked at the shop since 1980 and knows a thing or two about prom season. “If you spend 30 minutes on a $35 sale, you’re going to lose money during prom season,” Hall said. “Prom is often the first time many students have ever shopped with a florist. It’s our responsibility to make the process fun, while working towards being profitable.” And Hall knows about profits. Prom sales count for 6.5% of her total sales from March to May, because she runs her shop like a well-oiled machine this time of year. Here are her best practices:

Keep a Prom Calendar

“We have 18 to 20 high schools whose students shop with us for prom, so it’s a long spring season starting in mid March and ending Mother’s Day weekend,” Hall said. “Early in the new year, we begin calling all our area high schools to find out when and where each prom is scheduled.” Hall lists all the proms on her website, along with the dates. While this does drive some traffic to her site, it’s mainly used as a helpful tool for staff and customers. “We create our work schedule for prom based on how many schools are scheduled for a particular week,” Hall said, adding that “parents have thanked us many times for this info!”

14 CANADIAN Florist | March/April 2017

Use Last Year’s Data

Hall keeps meticulous records of each year’s sales and consults those stats to guide her efforts and anticipate resource allocation. “We photograph each design, give it a name and a price, create a SKU, and then add it to our website collection,” she said. Hall reviews which corsages and boutonnières sold well, and which did not. Because of the individual SKUs, this analysis is easy. is is easy.

“The colour of ribbon and trim may vary, but we know what flower type and style sold,” she said. “We base our sales targets off of this information.”

“We conduct staff sales training every year to remind our staff, and teach new staff members, how to quickly and accurately sell prom flowers,” Hall said. “Knowing how to keep the conversation moving, working with indecisive customers, and reassuring the customer they have made a beautiful choice is key to keeping prom sales profitable.”

Push Buyers to the Website

Selling prom pieces in the store can take a long time, so Hall makes it easy to order online. Along with the calendar of prom dates and locations, she posts designs that customers can select with a click of a button.

And don’t forget the rewards! “Prom season is tough,” she said. “Be sure to celebrate with a special lunch for your staff when it’s over. They’ve earned it!”

“I can’t tell you how much the online ordering process has lightened the sales load inside our store,” Hall said. “ If you make students call or come in, I think you’re losing sales.”

Engage Your Audience with Email and Social Media

Hall reminds her followers on Instagram, Facebook, and email lists that prom season is approaching.

Why? Because a lot of students are most comfortable doing things digitally, she explained: “They’re happy to purchase just as it is pictured online and pick it up or have it delivered.” She does offer an in-store taste of what customers can find online though. “We don’t create sample corsages, but on busy selling days we set up a display of the fresh flowers we’re using for prom right next to our style board (a piece of large foam that sits on an easel and displays ribbon samples, bracelets, bling, leaves, feathers, etc.),” she said. “The inventory number is displayed with each product shown.”

the customer wants the sparkly gold ribbon or the matte gold ribbon,” Hall said. “We hate re-dos caused by poor order-taking!”

Offer Customization (And Keep it Organized)

How does she know what keywords to use? She outsources the job. “I hire an expert to handle my AdWords on behalf of my shop and we work together for the best possible outcome,” she said. “It’s money well spent for the expertise and clicks.”

Hall knows the power of organization. She offers a variety of ways to personalize prom orders and keeps this process orderly. “We give each style of ribbon, bling, feathers— any type of add on—its own inventory number,” Hall said. “We then use the style board with a pretty frame to display them with their inventory numbers on the board.” During the order-taking process, employees include each inventory number for ribbons and add-ons in the SKU or description. “This way, the person making the corsage has no doubt if

Purchase Google AdWords

Most of Hall’s prom sales come from online traffic and she swears by targeting your audience through Google AdWords. “Teens are searching for you on their smartphones…I promise!” she said.

She also starts early. “We get everything up on our site as soon we know the dates of proms,” she said. “Our Adwords campaigns for prom start in late February.”

Educate and Energize Your Staff

It’s easy to forget that even experienced floral staff might need a refresher when it comes to seasonal sales.

“We mention prom items in our weekly email marketing, but we don’t do a specific prom campaign since every two years you have a completely new batch of customers,” she said. For any online orders, she also makes sure to keep tabs on her buyers. “We always get an email address, physical address, and phone number,” she said. “All customers move into our database for future marketing. We do segment them out as prom customers.”

Take Inventory

Before you start, make sure you have enough of everything, from bling to corsage boxes, to get through the season. “Order these things in ahead of time, before the rush begins,” Hall said. For more examples of how she does it, follow Hall’s Flower Shop and Garden Center on social media: @ HallsFlowerShop @ HallsFlowerShop @ hallsflowershop @ hallsflowershop

Lindsay Ulrich is a B2B content writer and former florist from Toronto March/April 2017 | CANADIAN Florist 15

Easy Ecommerce Tweaks to Take your Business to the Next Level

Ecommerce is growing at a crazy pace these days and is one of the most sought-after businesses. But I don’t have to tell you that. You are already competing against giants like Amazon and know that ecommerce heavyweights spend big bucks (I mean really big bucks) on paid searches. Even though you might not have as deep of

pockets, it’s good to assess your ecommerce business and do what you can to make sure it’s performing to its potential. I know, competing with big brands can make you feel like David up against Goliath, but don’t let intimidation stand in your way for growth. Read on for small tweaks that will really, really make a big difference for your ecommerce business.

1. Embrace a Comprehensive Chat Option

If you’ve been enjoying decent traffic on your ecommerce site and need a return on investment you can quickly assess, consider introducing a Live Chat app to your site, so long as your employees can be consistent and efficient with their replies. Live chat can help customers in multiple ways, be it inquiring about wedding rates or seeking assistance for an order (this is a great opportunity to upsell to customers who prefer to do everything behind a computer screen but want some expert advice).

2. Tighten Security

It is obvious that any platform that requires

people to share their personal information must be secure. But security is an institution and you can always learn to do it better. Look at it as two different parts of the equation. First, it is necessary to protect your site and customer data from being compromised. Also, using a website security badge offers conversion advantages. Click here for more information. Are you still under the impression that HTTPS is only for the payment page? No, that’s old school and may not be enough these days. Security is a factor in Google ranking. So consider switching your whole ecommerce site to HTTPS as soon as you can to improve where you land on the search engine results page. 16 CANADIAN Florist | March/April 2017

3. Using Videos Effectively

half the battle. But remember, your customer could

can offer growth rates of up to 80%.

because it featured better quality images and descriptions. What a shame if that happens!

A video is a conversion goldmine, as it still decide to choose your competitor’s site simply The benefits of using videos don’t stop there. Interesting and effective videos can increase the time spent on a page and reduce page returns. Click here for some ideas Videos are great to complement other content on your website, like a prom landing page (“how to pick out flowers for your date”) or DIY advice (“how to turn a loose bouquet into a stunning centerpiece”).

4. Bet on Transactional Emails

I you think transactional emails (welcome messages, birthday reminders, order receipts, invoices, etc.) are inferior to the sexier marketing ones, you are wrong. The reason is simple and straightforward. Transactional emails enjoy better open rates and generate superior revenues. So, don’t continue to ignore welcome emails or invitations or password reminders. Rather, think of the entire process and the different ways to enhance your transactional emails, such as providing space for feedback or offering useful information (care and handling info would be great!). It’s a given that your website needs to be mobile friendly and responsive. But did you ever consider making your transactional email responsive as well? If your customer is purchasing flowers on his smartphone, he will likely be reading those transactional emails on his smartphone too.

With Pinterest creeping into ecommerce territory, product images are extremely important for conversions. Factors such as size, resolution, background and shadows matter. Never leave it to chance; make your images speak for themselves. After making sure your images are in tip-top shape, it’s time to focus on product descriptions. There is no limit to how creative you can go. Personalizing and customizing your content helps big time. So study your customer, try and speak their language and cut down on jargon. Talk more about the benefits of the products and less about the features, so your readers can relate the benefits with their daily lives. For more advice on writing product descriptions, click here.

Final Words

There are loads of tweaks, big and small, you can make to your ecommerce platform for continual improvements and cumulative effects. While some changes require a significant investment in time (building a responsive site, for instance), others can be done instantly, like creating a live chat option. Which of these tweaks will you start with? If you have already implemented any of these tips, let us know your experience.

5. Images and Descriptions Make or Break Conversions

If you successfully get your customers to visit the product page, you have won Sanjay Kumar Bojan is a freelance writer whose work has appeared in Forbes, Entrepreneur, Mashable, Techcrunch and The Huffington Post, amongst others.

Arrange Your Visual Merchandising With Care and Precision by Mackenzie Nichols

When customers pass a flower shop, they should be drawn into the establishment by beautiful merchandising techniques. When I worked at Fern by Boston Rose Florist, a major highlight of the shop was how it looked from the outside. The owner took great pride in his storefront. It was elaborate and methodical, and took about 45 minutes to perfect. The store has four full-length windows, two on either side of the glass front door. The structure of the shop itself is quite brilliant. Two of these windows open out to the street and allow customers to walk in and out from three different entrances. During the summertime, these doors are constantly open to create a fluid atmosphere that is inclusive of both the storefront and the merchandise inside. What really inspired me while working for Fern was the owner’s attention to detail. Each morning, I would first take out three wooden carts and a wheelbarrow. “Put them at 45 degree angles!” the owner would say. Very

precise. One shelved cart would go at the far left of the storefront, the wheelbarrow would go to the left of the front door, the largest wooden cart would go to the right of the front door, and the last cart would go to the far right of the storefront. Next, I would place the fiddle leaf ficus trees, the dracena plants, and the mass canes behind each cart to create a foundational backdrop for the rest of the merchandise. The fresh cuts build the storefront. Buckets of alstroemeria, mums, and more expensive flowers, such as oriental lilies or gloriosa stems, line each side of the wooden cart. In front of these buckets, there were shorter gerbera daisy buckets placed side-by-side, creating depth and variety. The next addition to the storefront: the petite plants. These four-inch plants live in larger cardboard trays, set either lengthwise (to create more space) or portrait style (to take up more room). To disguise the cardboard, we placed three or four plants side by side in front of it. Each tray contained a different plant:

bella palms, pothos, ivy, croton, and so on. There was a core belief behind the chaos of setting up in the mornings: make the storefront look like an arrangement. Each section must reflect a semicircle of lusciousness. The fullness of fresh cuts and plant foliage was key to attracting customers. I can’t tell you how many times a customer passed by the shop and exclaimed at the beauty. A storefront reflects the merchandise inside the shop, and illustrates the owner’s and employee’s knack for attention to detail. It shows a certain passion, and gives the customer a sense of how their product will look. It gives the customer an opportunity to pause from their busy day and treat themselves to an arrangement or a plant. My advice to employees and shop owners looking to attract more street traffic would be to start from the outside of the shop, take the customers by surprise, and show them that you’re there — and you’re beautiful.

Mackenzie Nichols is a floral designer for Tiger Lily Weddings in Charleston, South Carolina. March/April 2017 | CANADIAN Florist 17

design

Crown Jewels

Flower crowns have been with us for centuries, dating all the way back to ancient Greece. Later, the quintessential “flower child” of the 1960s wore these toppers to convey sentiments like honour, romance, and peace. Today’s incarnations have exploded in augmented reality, popping up on mobile apps like Snapchat and Instagram. The idea: take a selfie, apply your favourite filter, and voilà, you have a regal portrait. Your inner pixie is just a tap away! “I love the magical quality flower crowns have,” said Tinka Magocsi, owner of Perfectly Planted Designs in Toronto. “When you put one on you assign yourself a character and let yourself play.” Crowns are fun and flamboyant alternatives to the traditional corsage, she explained. “It’s a way to stand out from the crowd. You get to crown yourself prom queen.” Furthermore, they’re a cost-effective way for girls who can’t afford an especially splashy dress to make a fashion statement, she added. Here are her five favourite flower crown designs for prom.

Text and Photos by Lindsay Ulrich

Magosci mixed bright yellow ‘Marguerite’ daisies with Italian ruscus. “It’s a simple crown but makes a bold statement,” she said. “It reminds me of peace, love, and traditional May Day celebrations.”

18 CANADIAN Florist | March/April 2017

Using Mother Natureâ&#x20AC;&#x2122;s abundance as inspiration, this headband is covered in hot pink mini carnations, purple cymbidium orchids, rose-coloured lisianthus, white hypericum berries, a burgundy chrysanthemum, and variegated pittosporum.

Prom goers eager to channel the tropics will swoon for a headpiece covered with cymbidium orchids, white wax flower, and Italian ruscus.

March/April 2017 | CANADIAN Florist 19

Magocsi used olive leaf and bright purple dianthus in this dainty, Grecian-style design. “I love the colour variation of the olive leaf,” she said. “It adds a lot of visual interest.”

20 CANADIAN Florist | March/April 2017

â&#x20AC;&#x153;I was inspired by garden nymphs and traditional fairy tales,â&#x20AC;? Magosci said of this green crown. She used Bells of Ireland, thistle, and fatsia leaves to create a sidefocused, asymmetrical piece.

March/April 2017 | CANADIAN Florist 21

How to Raise Your Prom Prices Without Annoying Customers by Mark Anderson

Some shops are frustrated that their competitors can sell prom items at $60 when they can’t get anyone to spend more than $15. Is there a way to start moving your prom pricing up without alienating the customers you already have? To a large extent, price expectations are set by past experience. If you sold someone a Valentine’s Day item for $60 last year, he’ll balk if you try to sell him the same thing this year for $100. One thing that works in your favour with prom shoppers is that they have a relatively short lifespan. A husband might buy flowers for his wife every year for decades, each time with the expectation of paying something close to what he spent the year before, while most people only go to prom once or twice. This means that every prom season you are dealing with a large percentage of first-time buyers who have less specific price expectations.

Soft Increases

A relatively safe way to increase your prom sales numbers is by simply making more expensive options available alongside what you’ve previously offered. People expecting to pay old prices won’t feel ripped off or left out, while everyone will have the option to spend more money by buying one of your flashier, upscale designs. And some will. We get so hung up on the customers who are focussed on spending less that we ignore those willing to spend more. Consider gasoline. We all resent paying for it, but a lot of us still happily choose to pay more by buying premium grade. In the U.S., motorists spend in excess of $2 billion on premium

22 CANADIAN Florist | March/April 2017

fuel for vehicles that don’t require it. Why? Because adjectives like “premium” or “ultra” imply prestige and, frankly, because it costs more. Price is the most credible indicator of quality, so when customers see higher prices, they assume it really must be better. Some of them will pay the extra. You can do the same with a “premium” or “elite” line of prom items. That little label, alongside the higher price tag, truly will appeal to some customers. This also lets you introduce an anchoring effect. When a customer calls and asks about prom items, you could say, “Our Signature line starts at $40….” This will make anything that is later introduced at a lower price sound like an amazing deal, allowing you to gently nudge up the prices on your standard prom items as well. At the same time, you are fostering the perception that you have the kind of shop that offers high-end prom work. The key is to make these higher- priced options available and to promote them to customers. And, then, what is the premium price this year can become the standard price next year.

Add Value

Earlier we said it’s hard to charge significantly more for the exact same item you sold last year. One solution is to offer different products that defy easy comparisons. The goal is to add a lot of perceived value with relatively little increase in costs. One option would be including some new materials, whether that’s wire in this year’s trendy colours, bracelets with rhinestones or pearls, or unexpected accents, like feathers. Products in these lines might be more expensive, but because they don’t resemble old designs, they don’t carry price expectations. Again, you give people a compelling reason to spend more without alienating people familiar with your old prices.

Enhanced service can be another way to add a lot of perceived value. Consider this verbiage: All of the items in our Prestige collection will be personally designed and prepared by our AIFD/local celebrity/prom specialist designer, and you can come by to have them expertly pin it on or give you a quick lesson on how to do it. This added service probably doesn’t add much, if anything, to your costs. Few people are actually going to want you to pin on a prom piece, but the offer sounds good.

Setting Yourself Apart From The Competition

To some extent, the prom market is determined by what your competitors charge. If a reasonable alternative is being sold for $X across the street, you’re going to struggle to charge $2X at your store. This is called the “Substitute Awareness Effect,” and it makes it harder to charge more if customers are aware of less expensive substitutes. The counter is to introduce the “Difficult Comparison Effect” and “Unique Value Effect.” If your products defy easy comparison to alternatives and/or appear unique, it is easier to charge more. For starters, do not use the same names and images that are found on every other website. Instead use photographs of your own distinct designs with interesting materials, names, and descriptions. It’s not just the product that matters – it’s the brand and experience too. Tiffany and Co. can sell an absolutely commoditized product (diamonds) for twice the price of the mall jeweller and three times the price of a diamond merchant. The product might be the same, but only Tiffany’s has that coveted robin egg blue box. Can you credibly claim to be a prom authority? Can you add a section labeled “Your Prom Specialists” to your website or your promotional material? That simple addition gives you more credibility than the store that makes no such claim.

Mark Anderson is a software developer, small business owner, creator of FloristWare, and an enthusiastic supporter of the floral industry. March/April 2017 | CANADIAN Florist 23

THE HIDDEN PROFITS OF PROM Mention prom season to most florists and you’ll hear groans and moans followed by horror stories of Momzillas, hot glue burns, late hours, and the torment of finding the perfect shade of teal for the customer. But this is the 21st century; stop acting like it’s 1997. There is a better way to get through prom season more smoothly, to make lots more money, and have less stress. Here are two ideas that I have collected over the past 20 years while training at flower shops all over the world. I have to start with a little tough love: WHO CARES WHAT YOUR COMPETITION IS CHARGING?! If a customer is determined to get the cheapest corsage possible and comments that he can get one at Loblaws for $19, let him! You will never get every sale and, if a customer is so focused on price, it’s best he go elsewhere. You need to protect your standards, your set pricing, and your profit margin.

Last year I produced a webinar called Profitable Proms and my guest speaker, who did tons of research on the market, shared an astonishing figure. The average amount a young couple spends on prom is $1800! They’re paying for all sorts of things, such as spray tans, manicures and pedicures, updos, tuxedo rentals, and limo services. Every one of those vendors is charging – and getting – 2017 prices, except the florist. That changes, starting now!

Set Up a Corsage Bar

Every florist must set up a corsage bar, regardless of your location or size. The old approach of having some blue silk carnation wristlets stapled to a piece of plywood that you dust off and pull out every May DOES NOT WORK anymore. Your young customers (read: the ones you want to have shopping with you for decades to come) are more savvy and sophisticated than ever. They want options. They want choices. They want to spend! And they definitely don’t want a hot-glued, shiny-ribboned relic from 1997. Even if you are tight on space, you can improvise with a card table covered in cloth. There is

no definitive way to do this, but you must give your shoppers options. Showcase the ‘bling’ options, the various types of bracelets and ribbons. Completed versions, created with high-quality silk flowers, provide great visuals to help your shoppers choose their design. A client in Arkansas has a unique take on the corsage bar (pictured above). The shop sells pre-designed ‘set-ups,’ which then can have a fresh flower attached according to the customer’s wishes. Smart, right?

Offer a Price Range, Not a Starting Number

If you let customers spend more, they will. I walked into a shop in the Ontario a few years ago at prom time and asked the owner what they charge for corsages. He did the usual grumbling and said they started at $25. I explained that he was underselling by half and that, starting that day, he would be getting closer to $50 on most designs. He rolled his eyes so hard I thought I would have to call 911! I explained that rather than following the same old tired line that every florist says, (“Our corsages start at $25…”), his sales people should confidently engage customers with a simple script: “We can create an amazing corsage for you from $25 to $50 and beyond – depending on the flowers we use, the bracelet you select and the bling we add.” We spoke the next day and, after a slew of very unCanadian expletives, the owner stated how astounded he was that “the kids” spent big money so happily and easily. Trust me: your customers will too! There are lots of education opportunities available on floralstrategies.com. Save 10% off any pre-recorded or future webinar workshop by using coupon code CF17 at checkout!

Tim Huckabee, AIFSE, was born, raised and educated in Connecticut and moved to New York City in 1993 to start working at a high-end flower shop called Surroundings, where he learned every aspect of the flower business such as handling telephone sales and customer service issues and dealing with walk-in customers. In his frequent conversations with florists, he realized there was a dire lack of sales and service education in the industry. That motivated him, in 1997, to launch, FloralStrategies, a company that trains florists in sales, customer service, and how to get the most out of their POS system. He visits 250 shops annually, hosts a monthly webinar series, speaks at floral conventions, and writes a monthly column for the Society of American Florists.

24 CANADIAN Florist | March/April 2017

Prom Trends for

2017 Before it’s lights, camera, action, we must not forget the final touches that complement the prom dress and tux. Jewellery! But not just any jewellery: we're talking about floral jewellery!

Companies such as Smithers-Oasis provide a wide range of decorative wire and accents to upgrade your prom designs and profit margin. The etched wire is a current favorite of mine, as it is easy to manipulate and fun to use.

It’s customary for females to wear a wristlet of petite blooms accented with bling and decorative items. Their dates should match as best as possible, typically wearing a rose or an orchid boutonnière, to name a couple of examples.

Some of the newest iterations for prom include necklaces, armbands and floral clips for the hair.

Ten years ago, I wore a traditional spray rose wristlet with gypsophilia and ribbon to coordinate with my orange dress to senior prom. (See photo below.) My friends had similar wristlets, except in different colours. It does not have to be this way! Everyone does not have to wear the same wristlet!

Now that it’s 2017, we are going to see floral prints, high necklines, and twopiece dresses that show a little midriff. In conjunction with the updated fashion, girls want unique flowers to wear or at least a spin on the traditional. Wristlets don’t have to be boring; be bold and make sure your designs stand out.

Jaclyn Gough is owner of The Skinny Vase in Baltimore, Maryland.

Prom Jewellery in department stores such as J.C. Penney, Macy’s and Sears range from a out $8 to several hundred. The point is: prom customers come with a range of styles and budgets and plenty will pay big money for accessories, if they feel it is worth it. So feel inspired and create pieces that will make your customers the brightest stars at prom!

Here are my top tips for expanding your prom sales: •

Reach out to Schools and pass out pamphlets showing new prom trends, ribbons, flowers, designs, etc.

•

Set up a prom bar in your shop. Show off ribbons, bling, wire etc. for your customers to get them thinking about prom when they walk around your shop. The early bird gets the worm!

•

Hold a workshop on body flowers at your shop to get girls thinking about what they will wear to prom. Seeing is believing: if you show them how fantastic a botanical necklace looks, they’ll be likely to order something more extravagant than a traditional wristlet.

March/April 2017 | CANADIAN Florist 25

cARE & HANDLING

PROM PREP

by Gay Smith

Proms are an electric mix of fun, fear and fantasy. Going for their first ride in a limousine, donning fancy gowns, primping their nails and hair just so, and picking out flower art for an overall glam look are some of the thrills. At the same time, guys fret about looking good on the dance floor and then there are selfies galore, which teens share and compare, provoking anxiety. The flowers may seem like a small part of the whole scene, but they show up in photos over and over again. Good mechanics are required so crystals remain attached, curlicue wire stays put and blooms make it through the entire night. (Consider the dance floor action and rough handling bound to occur during bloom trade-offs!) Whether wiring and taping blooms or using cold adhesive glue, hydrate everything first in flower food. Use the same solution you put in vases. Cut stems short and let them drink for an hour before starting construction. After flowers are completely hydrated, but before starting designs, fill a plastic salad bowl with Hawaiian Floral Mist and submerge blooms and foliage for a minute. This action ensures all the elements are protected against premature wilting. Let the blooms and greens drip dry on a paper towel before moving forward in the design process.

Bottle Service for Delicate Blooms

Gardenias and stephanotis might be more apropos for wedding work than prom designs, but if you’re working with these blooms, keep your hands wet with bottled water. High salts and minerals common in tap water can cause pepper spots. Wet hands also prevent petal yellowing that occurs when oils in skin come in contact with thick, creamy petals.

Mechanics 101

When wiring blooms, leave ample calyx tissue in place to anchor the floret on its new wire stem. Prefer cold glue? Cut flowers down to the base of the bloom and remove calyx and sepal tissues. This eliminates excess bulk and ensures the actual flower structure adheres to the armature rather than just the calyx tissues. Today’s pop and hip-hop hits inspire some creative dance moves, and blooms pop off the calyx rather easily! Cold glue is like rubber cement. You need to apply it to the armature and/or ribbon base as well as the base of flowers before securing the two sections together.

26 CANADIAN Florist | March/April 2017

Can’t get cold glue off your fingers or the work table? Spray a bit of Chrysal Leaf Shine to loosen the acetone compounds. Once designs are completed, lightly spritz blooms with Chrysal Glory finishing spray to slow moisture loss (avoid spraying the ribbons). Keep corsages out of the cooler for about 30 minutes so leaves and petals are completely dry. Moisture triggers petal spotting if blooms are wet going into the cooler. Finally, place completed designs in bags or boxes and store in a cooler so the products are cool prior to pick up.

Education is Essential

Never assume consumers, especially teenagers, have knowledge of flower handling. Always send your pieces out with instructions. Specify which is the right shoulder, wrist, ankle or lapel to wear a corsage or boutonnière and give details about which direction is right side up. Remind customers to store the blooms in a cool, dark location rather than leaving the box in the car. The kitchen refrigerator is not the best choice since the blooms would likely share space with ethylene-producing fruits and veggies. Plus, that beautiful art piece can take a beating as the milk carton moves in and out. Also make sure teens know the freezer is absolutely unacceptable! (You’d be surprised what they might think…) Encourage teens to take lots of photos early in the evening so the blooms are as beautiful as the people wearing them. Consider offering a discount on a next purchase or a free gift if they include your shop’s hashtag on the Instagram messages bound to be lighting up cyberspace as party-goers celebrate the evening. Gay Smith is the technical consulting manager for Chrysal Americas.

CUSTOMER SERVICE TRAINING

Tim

BIGGER WEDDING SALES STAFF MANAGEMENT INCENTIVE PLANS FOR STAFF TRAINING NEW EMPLOYEES SALES EDUCATION

Tim Huckabee, FSC President FloralStrategies

Meet your new business coach! I’m Tim Huckabee and for 20 years my company, FloralStrategies, has been empowering florists to increase their average sale by 20% or more! We visit your shop or teach by webinar, your choice. We have over 5000 happy customers: ‘Mom and Pop’ shops, big stores, new businesses, 3rd generation shops,

POS TRAINING

city florists, country stores. All have seen immediate results

BIGGER FUNERAL SALES

Visit floralstrategies.com/CF to receive a free sample sales

from our very affordable program. And you will too!

training workshop for your team.

PROFITABLE PROMS AND MORE!

Call us on 800.983.6184 or visit www.FloralStrategies.com to learn more!

Intro to Google Analytics: Part 1 – Overview Ask The SEO

Notable data categories

The sheer amount of data Google Analytics throws at a user can be quite overwhelming at first. Until you establish a thorough understanding of the information available, what it means, and how you might use it, you’ll want to start with a broad understanding. As your literacy grows, you’ll be more comfortable knowing where to look for the information you want.

BY: Ryan Freeman

For decades, grocery stores and major retailers have invested millions of dollars into studying the in-store traffic patterns of shoppers. This analysis has enabled sellers to optimize their floor plans and layouts for maximum sales. For a florist in 2017, your website is your most trafficked retail location (our research shows 10x more people visit a florist’s website than set foot in an actual flower shop), so understanding how people interact with your website is every bit as important as how you merchandise your storefront. While terms like “traffic,” “lead quality,” “brand perception,” and “bounce rate” may sound foreign at first, they are merely the online equivalent of what you are used to managing in-store. Google Analytics is the first step to collecting that useful information and making informed decisions. This is the first article in a series about reading and understanding the data Google Analytics provides, and how to use that information to grow your business.

Audience – Who’s visiting your site

The Audience section of reports contains information about your guests, as best Google Analytics can identify them. This includes demographics data, general interests, location, language, and the technology they used to visit. This is crucial information if you’re aiming to segment your market for improved marketing, sales, and research. You’ll also want to pay attention to the tech side of the data (it’s frequently overlooked, but important). If mobile devices or certain browsers struggle, then you’re going to get less traffic. In fact, Google considers factors like mobile friendliness and site speed when determining whether to show your site to their users. In other

What it does

Google Analytics is complex in function but simple in principle: it watches your website and gathers data about it. Who visits, how they visit, what they do when they visit. Where they go and what they click, what they follow to take them deeper into your sales funnel, and what sends them bouncing out to a competitor. Imagine you had a camera in your store that could track everyone who looked at your window, entered the store, examined items for sale, asked questions, and made a purchase. The key to remember is that Google Analytics presents the data it gathers in easy-to-digest, actionable formats.

Installation and setup

Installation of Google Analytics will depend entirely on the way your website is built. If you’re using a hosted service like Florist 2.0, Teleflora, or Flower Shop Network, then you can request that your service provider install the code for you. If you host your own site, you can install Google Analytics by adding some code. All of these options ultimately work the same way: you sign up for an Analytics account, acquire a tracking code, and install that code on your site. Google Analytics does the rest.

28 CANADIAN Florist | March/April 2017

words, a site that isn’t mobile-friendly isn’t going to rank as well in search results. Tech data can also tell you more about how your market breaks down than the other readily available audience data, in some markets. In many cases, iPhone users visiting your site with the built-in browser are very different people than Windows 10 users visiting your site with Firefox.

Acquisitions – Where do they come from?

Acquisition reports show data on how your site acquires guests — i.e., your traffic sources. You can sort it to learn how people are finding your site search engines, what inbound traffic you’re getting from PPC campaigns, who is linking to your website, and what kind of social network traffic you’re seeing. It’s also worth linking Google Analytics Google Webmaster Tools to enrich the information you get about Search Engine Optimization on this set of data. That’s information about search terms used to reach your site and how well your site serves various keyword phrases.

Don’t get too hung up on total traffic numbers at the expense of all else — traffic that isn’t turning into leads isn’t worth anything, after all. Instead of finding your biggest sources of traffic, how visitors move through your site, from traffic source to you’ll want to try to figure out your most valuable sources of traffic and focus landing page, on to the final goal. Conversion data will also your efforts appropriately. be added to your other data tables within Google Analytics.

Behaviour – What do they do?

Also known as content data, this section highlights the most visited pages of your site, how well your site loads, and which pages send users away. It’s crucial information for refining your sales funnel and improving the functionality of landing pages and other content on your site. You’ll want to be particularly alert to exit page data—if something on your site is losing you guests, you need to

understand why. It may be a filtration of low-quality leads, which is fine, but it could also represent a loss of valuable prospects.

Conversions – Did they complete goals?

By setting up goals within Google Analytics, you can receive conversion data. This means that you need to help Google Analytics understand what you’re trying to do with your site. Goals can include contacting you, signing up for a newsletter, completing a wedding form, or – of course – buying some flowers for delivery. Once you’ve set that up, you’ll be able to get any number of vital stats. Perhaps most importantly, you’ll be able to use Reverse Goal Path to see

Applications

If you’re still not certain how to make the most of Google Analytics, don’t worry. There are a few directions you can take the information presented, depending on your goals as an organization. Some of the key applications of data include: •

Improving traffic. The acquisitions data can be vital for improving inbound traffic on your site and helping you focus resources to optimal effect.

•

Improving traffic quality. If you identify traffic sources that aren’t converting or paths through your site that are leading to different values for leads, you can quickly adjust to produce better results.

•

Combining data from different sources can help you recognize segments within your market that are far more valuable than the obvious demographic breakdowns. “People who use Twitter and visit the site on a mobile device” likely share far more in common than demographic segments. Identify grouping behaviours or interests, and deliver tailored content for those different groups.

•

Site tweaking. Small changes can have a huge impact on your site — hard data should drive those changes. Use Google Analytics to analyze split tests and other adjustments to your site to optimize it to perfection.

Watch for Parts 2 and 3 of this series in the July and September issues of Canadian Florist. Check online for exclusive companion articles that go into further depth on the topics covered in each issue. Ryan Freeman is president of Strider Inc., founder of Florist 2.0, and publisher of Canadian Florist.

March/April 2017 | CANADIAN Florist 29

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Show Teens How Flowers Enhance Promposals BY: Jamie Birdwell-Branson

“Promposals” are one of the biggest viral sensations on YouTube, and it’s easy to see why they’re so addictive to watch. The idea is simple: ask the girl or guy to prom and document it. The magic of them, however, is in “the ask.” Highly choreographed dances, Disney song duets, and pizzas delivered with the question “Prom?” written in pepperonis are just a few of the nontraditional ways teens have asked their dates to this traditional dance. Florists are always busily preparing corsages and boutonnières for the big night, but flowers can also play a big role in the promposal. Here are just a few ideas to help you show your teen customers how flowers can enhance their promposal.

Flowers Make it Personal

Watch enough promposal videos and you’ll see that flowers are typically part of the exchange. A lot of teens give them out right after popping the big question, figuring blossoms will help seal the deal. Let them know that promposal flowers shouldn’t be just any old bouquet that they can pick up at the grocery store. After all of their work choreographing the question, giving their date-to-be

their favourite flowers will only sweeten the surprise. If the asker isn’t sure what type of flowers his or her date likes, ask follow up questions. What’s their favourite colour? What’s their personality? Is their date an artist? Are they environmentally conscious? These questions will clue you in on what flowers would fit best for the occasion.

Flowers Can Be Decorative

Show your promposal planner that flowers can be part of the creative process. If they’re too nervous to put themselves out there in front of a crowd, flowers can be a really effective way to show they care without being too over the top. They could sprinkle flower petals all over a car or arrange them to spell “Prom?” in front of the person’s house.

Floral garlands can decorate a chair their date sits in while they watch a singing and dancing spectacle. They can appear in a creative scavenger hunt that takes their date all over town. Emphasize to the asker that fresh flowers can pretty up any Instagram post or Snapchat that their friends are sure to take while watching the moment unfold.

Flowers Make it Special

Prom is a fun and sentimental rite of passage for teens, particularly if they’re in the last year of school. Friends are about to go their separate ways and this night is a great way to celebrate being together. Let your teen customer know how special flowers can make people feel — whether they’re asking their boyfriend, best friend, or the girl they’ve had a crush on since grade school. Incorporating flowers into a special event like asking someone to a dance takes the question up a notch and makes the person feel valued. The flowers may not last forever, but the memory of receiving them will.

Jamie Birdwell-Branson is a freelance writer in Santa Barbara, California. She enjoys antiquing, biking, and binge watching HGTV.

March/April 2017 | CANADIAN Florist 31

RESEARCH STUDY DELVES INTO MILLENNIALS’ MINDS BY: Katie Hendrick

Economists expect millennials to collectively spend more than $200 billion annually starting this year and $10 trillion in their lifetimes. In other words, it’s a demographic you shouldn’t ignore. It’s also a group unlike any of its predecessors, due to growing up in the digital age.

If you’d like help tapping into the mindset Economics and Department of Horticultural of millennials (and who wouldn’t?), be Science. It covers such topics as: sure to check out “Marketing Tactics to Increase Millennial Floral Purchases,” a just-released and free resource, courtesy • millennials’ attitudes and perceptions about floral products of the Floral Marketing Research Fund. An arm of the American Floral Endowment, the FMRF provides industry professionals with thoughtful analysis and blueprints to improve their business. It is made possible by contributions from industry leaders. The latest report was sponsored by Asocolflores and spearheaded by Dr. Chengyan Yue of the University of Minnesota’s Department of Applied

•

barriers to purchase and ways to overcome them

•

the lure of loyalty programs and subscription services

•

millennials’ preferred sales promotions

•

best practices using social media and mobile apps

•

creating memorable shopping “experiences”

Getting the report is quick and easy: Visit https://

floralmarketingresearchfund.org.

Create a username and password.

2. Download the report. If you have an iPad, you can opt to read the report through the iBooks app. The 86-page report is divided into four chapters free of scientific jargon and includes an appendix with detailed marketing suggestions. Consider assigning different team members to study the various chapters during downtime in the shop and scheduling a full staff meeting where everyone briefs one another on what they learned.

Katie Hendrick is editor-in-chief of Canadian Florist. 32 CANADIAN Florist | Nov/Dec March/April 2016 2017

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AAectionately knows as ““at Blommin’Neville”, Neville MacKay is a talented floral designer, well-known in the Canadian retail industry for his creative flare,workmanship and entertaining personality.He appears as an expert and entertainer on many national TV and radio talk shows across the country,and his floral displays have been featured in Canadian Living magazine.Neville is in high demand as a speaker at international events and conferences, when he is not tending to his own floral shop,My Mother’s Bloomers. Neville has been to England more times that he can count,and has hosted many tours there,including ones focusing on the Chelsea Flower Show,Coronation Street and Downton Abbey.”I’m so exited to be hosting this amazing tour of England’s country gardens.It’s a dream come true.Oh the fun we’ll have!’’ he says.

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on THE

LEVEL with

NEVILLE

DO YOU HAVE A CASE OF “PROM ITCH”?

by Neville MacKay “Here they come! Quick! HIDE!” I know you’ve ALL shrieked that at one time or another upon seeing the “flock” (or coven) of your brightest and lightest customers heading toward your shop, phones in hand, hair all “did,” and attitudes sharpened, ready for a fight. Just thinking about it gives me hives, or “prom itch,” as I term this seasonal floral illness. Now, I know we can’t run and hide, so let’s medicate, I mean motivate, ourselves so we are best prepared. We have many ways, including meditation, to help get ready, so let’s chat about some. Here’s the thing: We are the experts that these darlings rely on to get the perfect thing for them! As experts, we need to know the new hot colours and styles, as well as the dates of each glorious gala.

phones long enough) can be challenging, but nothing’s as rough as when the MOTHER comes in, announcing, (Help us all!) “I want something SPECIAL for my little girl!” Look Lady, I want a full head of hair, a 32-inch waist and a trip to Tahiti, but let’s get real, Sister!

when you talk flowers and don’t let them suddenly be poor! They’re spending big bucks on a dress, shoes, hair and makeup, jewellery, a limo, protection, or whatever else they need, and the floral choices must complement their other attire. I also find that using expensive-sounding words like, “dramatic,” “classic,”and “unique” make for a better sale. Sell the sizzle to these folks!

They are all special jewels of our future, and we know it. With careful, well-worded advice and guidance, we can help them get the best. I like to speak to the person who is wearing the flower if possible, and if it’s some pimplyfaced boy getting a corsage, I try to gracefully remove the mother so he has more of an investment in the decision. (The operative word is try.) Have you ever been to a farm and seen a hen with her chicks? Try and separate them… go ahead.

Here are some fun facts: Apparently, corsages were once worn on the bodice, usually at weddings, and consisted of flowers and herbs to ward off evil spirits. Also, Victorian ladies carried small bouquets of fragrant flowers called “tussie-mussies” whilst gentlemen had a bunch tucked in the top of their walking sticks. This was so when they encountered a naturally “fragrant” person (no Speed Stick in them days!) they could hold the flowers to their noses.

Call the schools and ask to speak with the student council at each. You might even offer a deal if they order early. You may consider setting up a time to come to the schools—if you have the nerve, that is—and set up a table of samples. The modern thing to do would be to make some samples and photograph them for your website, but you know they’ve already pinned about 324 inspiration images for you to look at on their phones.

Anyway, I was at an event not too long ago and talked with a lady who reminded me that I did that very thing two years ago, when she hovered over her son as he chose flowers for his date. I thought for a second that I was going to get an earful, but she actually thanked me, much to my shock. All I wanted to do was get the kid interested in buying flowers so perhaps he could actually do so on his own one day. (Never stop grooming new clients!)

Talking to the princes and princesses (if they get off their

The money spent on a prom is obscene. Remember this, Petals,

Who wants a boring old corsage anyway, right? And a boutonnière? Please! Most people can’t spell, let alone pronounce, this old-fashioned word. When consulting with your clients, try this: call every piece “floral jewellery” instead! A lot of younger folks don’t want to wear what Grammie wore, but really, who doesn’t like a bit of jewellery? This also opens up a big ol’ box of opportunity to be creative! Think of an armband, something on the jacket pocket, or perhaps in the hair. We are even seeing some students start to carry small clusters of flowers like the Victorians did. By using the term “jewellery,” we allow for more options. We can discuss traditional looks, contemporary styles and unconventional approaches. So, even if they still want a wrist piece with two roses and baby’s breath (which is fine), you, as the floral expert, come across as in touch and ever so smart. There are so many floral opportunities with this demographic that we can exploit, from all the graduations, weddings, and formals. I heard a good one last year: kindergarten prom. My gay nerves can’t take it! I asked if the kids were getting coloured ruffles on their Pampers for the event. I was in a mood that day, as I laughed until I needed my own diaper! And, no, I did not get the order, in case you were wondering. Nip over to the dress shop on your lunch break and have a look at what’s going on. This will give you more ammunition when the onslaught starts! Good luck with this season and remember how pretty and always in fashion that sound of the till is!

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.

34 CANADIAN Florist | January/February 2017

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