Canadian Florist - January 2017 by Strider Media

January/February 2017

canadianfloristmag.com

DOZENS OF

tips

for a PAINFREE and PROFITABLE Valentine’s Day

Botrytis and Bent Neck, BE GONE!

GO GREEN

with the 2017 Colour Forecast

inside

How to Hire a Social Influencer Signs You Need to Upgrade Your IT Tales from Ecuador’s Flower Farms

PM42919543

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Vol. 112 No. 1 • January/February 2017

08 features COVER DESIGN BY PEGGY WIEBE

COVER PHOTO BY JAKE OLDENKAMP, KAMP PHOTOGRAPHY

18 22

departments

Tips for a Successful Valentine’s Day Marketing guru Rick Rivers shares his playbook Stay Sweet This Valentine’s Day Strategies to keep your composure in high stress How to Use Discounts to Your Advantage During Holidays Pricing practices that really work Colour Code Shades that will dominate 2017

Network with florists online Our previous issue misspelled the name of Katrina Crawshaw, author of “A Royal Visit.” Canadian Florist regrets the error.

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

Florist Spotlight

The Social Florist

By Design

Tech Tips

Rising to the Occasion

Care and Handling

Ask the SEO

On the Level with Neville

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by Katie Hendrick In my mid and late twenties, I was an avid runner. I logged 10 kilometers most mornings before work and completed six half marathons. It’s hard to remember those days now as I huff, puff, and stare at the countdown screen on the treadmill, willing time to go faster. Turns out, after a four-year hiatus, a habit can morph into a chore. To make my former pastime a little less excruciating, I downloaded an app that delivers on demand personal training classes. I’ve been using it for about six months. While I don’t yet find running to be as effortless or FROM THE therapeutic as did my younger (and slimmer) self, I now feel energized and motivated when I lace up my tennis shoes. That’s because I have a coach in my ear offering words of encouragement. Really, it makes a world of difference.

EDITOR

Selling Valentine’s Day flowers is a bit like running a long race. Both events give your bottom line a boost—literally and metaphorically—but they require weeks of arduous prep work and mental toughness to persevere on the big day. Wish you could just fast forward to February 15? You are not alone. Let us be your cheerleaders. We’re here to empower you so you can tap your inner strength to muscle through the holiday and come out victorious. But in lieu of toe touches and catchy chants, we have cheat sheets. Our contributors have outlined proven best practices to get you in top shape for Valentine’s Day. Lindsay Ulrich spoke with Rick Rivers, an internationally known floral marketing guru, to get his top tips to make easy money (p.8). To discount or not to discount? Mark Anderson tackles this tricky question and explains pricing strategies to appeal to a variety of customers without sacrificing your profit margin (p.18). Sales and customer service expert Tim Huckabee presents language that makes customers feel good about spending more (p.24) and Gay Smith details behaviours that lead to a Valentine’s Day free of botrytis, bent neck, and bruised petals (p. 26). Rounding out this advice, Cavelle Martin offers a blueprint to remain courteous and kind even when under extreme pressure (p. 14).

Vol. 112, No. 1 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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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 - 1 Year $25.20 (includes GST) $27.12 (includes HST/QST) (HST - #840509202 RT0001) U.S.A. - 1 Year $ 40.00 Cdn 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.

You Can Do It!

www.canadianfloristmag.com

Our hope is that, after reading this issue, you approach February with confidence and anticipation rather than worry or dread. Take heart knowing you have the goods and the gumption to have a wildly successful holiday. Now c’mon, florists, get up and go! @CanadianFlorist 4 CANADIAN Florist | January/February 2017

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16SMO0

The real

glamour

is in the back room.

Join these featured designers in our 2017 Inspire Design Showcase.

OASIS® Floral Products would like to thank the talented floral designers who shared their creativity with us in 2016. Let’s keep the momentum going! Follow us on Facebook to enter the 2017 Inspire Design Showcase. You could have your arrangement featured in a national ad, on our blog and more. Go to oasisfloralproducts.com/inspire to get inspired.

Be a featured designer! Visit us on Facebook to enter.

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11/21/16 9:31 AM

biz

In late fall, International Floral Distributors released its Flower Trends Forecast, an annual report on emerging flower and floral décor trends for weddings and events. Designer Michael Skaff, a freelance designer in Savannah, Georgia, led this year’s forecast, after spending about two years researching and examining consumer preferences in regards to flowers, home décor and fashion design.

Canadian Small Businesses Celebrate CETA Deal On October 31, Prime Minister Justin Trudeau and European Union Council President Donald Tusk signed the Comprehensive Economic and Trade Agreement, which includes goods, services, investment, government procurement, and regulatory cooperation. The CETA deal should give Canadians an opportunity to gain preferential access to the largest market in the world. “It will provide a much needed boost to our economy, and benefit small businesses across Canada,” said Dan Kelly, President of the Canadian Federation of Independent Business, in a news release. “A number of small businesses already trade with Europe, and welcome the opportunity to increase their trade and open up new trading avenues for their Canadian goods and services.” CFIB representatives had travelled to Europe several times, lobbying for the deal, which they believe will benefit small and medium-sized businesses on both sides of the Atlantic Ocean. According to CFIB surveys, small firms see trade with the European Union as a valuable buffer to avoid relying exclusively on trade with the United States. “As a progressive trade agreement, CETA illustrates that likeminded partners can come together to improve trading opportunities,” Kelly said. “Canada and the EU have shown astute leadership by signing this deal.”

“In these times where information on new styles and fashions is readily available, consumer preferences can change quickly,” Jeff Lanman, executive director of IFD, said in a news release. “The flower industry needs to be responsive to the changing marketplace and Flower Trends Forecast provides important information to keep the industry relevant to today’s consumers.”

Skaff and IFD created the following four trends and descriptions:

Into the Jungle

This theme is rich in exotic prints showcased in brilliant muted tones of tropical hues. Sun-kissed shades of orange, yellow, and red glisten alongside earth-tinged gold. Calla lilies and bird of paradise cluster together in handwoven baskets and cork-covered vases. Heliconia, pincushion protea, and bromeliads are accented by moss, vine and bamboo.

The French Connection

This trend is luxurious and sophisticated. The colour palette features soft red hues, hints of orange and chocolate brown, as well as other muted earth tones. Small botanical prints come together with lace overlays decorated with delicate blooms. Romantic blossoms of roses and orchids complement viburnum berries within pedestal vases and refined metallic vessels.

This style invokes casual nautical themes overflowing with garden wonders. Serene shades of blue and green calmly mingle with bright white. Bundles of hydrangea and cornflower come together with nigella and scabiosa and are housed in frosted and clear glass vases. Subdued patterns harmoniously connect with aged metallic finishes.

Force of Nature

This look unites the young with the old as it morphs modern sophistication with cultural antiquities. Picturesque chic lines combine with aged Asian style through beaded accents, irregular geometric patterns, and crafted textures. Graphic oranges and reds are offset by hints of gold and muted purple. Anthurium comes to life alongside ginger, cymbidiums, and astilbe.

Modern Wonders

PHOTOS BY JEFF DAY, FLORAL DESIGN INSTITUTE

bloomin’

IFD Releases Flower Trends Forecast 2017

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coast to

COAST

More than 1,000 Industry Professionals Flock to Trade Show in Ecuador Canadian Florist columnist Neville MacKay, CAFA, PFCI, made the 5,000-mile trip to attend Agriflor in Quito, Ecuador. Read more about his experience in “On the Level with Neville” (p. 30). Agriflor, a biannual international floriculture trade show, ran October 5 through 7, at the Centro de Exposiciones in Quito, Ecuador.

JANUARY

18-20: Tropical Plant Industry Exhibition Fort Lauderdale, Florida fngla.org/tpie/

FEBRUARY

29-February 2: Toronto Gift Fair Toronto, Ontario Cangift.org

Almost 150 exhibitors from Ecuador and 17 other countries displayed their products in the 59,000-square-foot exhibit space for more than 1,000 international flower buyers at the threeday show that included competitions for breeders and growers.

MARCH

Organizers reported a 20% jump in attendance, which they attributed to a new, centrally located venue within walking distance of many attendees’ hotels. Previously, Agriflor was held 45 minutes outside of the city. In conjunction with the event, many flower farmers welcomed visitors on tours of their operations. “Both the saran shade structures and the natural oak hammocks were affected, so all Florida foliages will be in relative short Hurricane Matthew Pummeled supply until the spring crops come in next year. This is especially true of leather Florida’s Cut Foliage Industry leaf,” Register said. “Growers are facing not only diminished sales but staggering Although Hurricane Matthew, a repair costs that have necessitated category 5 storm that plowed through significant price increases on most all the Caribbean and the Southeastern Florida-grown foliages.” United States in early October, caused far fewer fatalities and property damage Michele Sutton, president at Sutton than meteorologists anticipated, it nevertheless wreaked havoc on Florida’s Fernery in Miami, and Julie Puckett, of Wm. F. Puckett Inc. in Barberville, shared cut foliage farms that supply florists similar sentiments, as reported by The throughout North America. Produce News. “The wind damage across the cut foliage industry of our area is severe, with some estimates placing total loss at more than 50 percent and some growers seeing 100 percent losses,” Jana Register, director of sales and marketing at FernTrust — a co-op of 13 family farms — in Seville, Fla., said in a news release. She added that florists should expect higher prices and limited product availability through Valentine’s Day.

COMING

EVENTS

“Everybody here suffered a lot of damage but we feel that, with what we have left, we can squeak through,” Puckett said. “Prices are going to have to go up because of the shortage. We are all hoping and praying that we will be able to rebuild and get through this really hard time. We are all doing our best and we are trying hard to take care of our customers who take care of us.”

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 20: Niagara Falls International Association of Florists Design Show Niagara Falls, New York niaflorists.org 22-26: World Floral Expo Las Vegas, Nevada hppexhibitions.com 24: Maple Leaf Cup Edmonton, Alberta heatherdekok.com 26-29: Quebec Gift Fair Montreal, Quebec Cangift.org

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

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Tips for a Successful

Valentine’s Day

Valentine’s Day is just around the corner. Love is in the air, Cupid’s on his way, and you’re wondering whether you’ll be successful this holiday. Fear not: it’s possible to turn that anxiety into a lucrative game plan with the right strategy.

We’ve consulted veteran florist and business coach, Rick Rivers, for his top tips to have peace of mind while growing your profits this Valentine’s Day. Rivers and his wife Susie have been in the retail floral business for more than 30 years and took their company, A Floral Boutique in Ormond Beach, Florida, to the next level in sales using proven marketing strategies. He’s tapped into the “big box” strategies, re-worked them for the floral industry, and packaged them into bootcamp programs, CD workshops, and books designed to help florists grow their businesses.

We chatted with Rivers about what it takes to be on your game for this holiday. He happily shared his top tips for a smooth and lucrative Valentine’s Day. After all, as he says, “70% of our profits come from a few days a year, so let’s make the best of it.”

Plan for Procrastinators

“This holiday, unlike others, is very last minute,” Rivers said. Few people do their Christmas shopping on December 24 but a huge chunk of Valentine’s customers wait until February 13 or 14. “Most florists don’t have the inventory to sell to these customers because of lack of planning,” Rivers said, insisting that’s it’s better to have too many flowers than too few. If you have the flowers, you can swoop in and snag sales from other florists who have failed to plan. “Around 10 am or so day of, all five phone lines start ringing,” Rivers said. “It’s other florists’ customers looking for product. Their florist has said no and we say yes.” Last year, he got 57 new customers who previously used his competitors.

3. 2. Bundle Up

Packages help you upsell and also make the decision process painless for your customers. “Our packages range from $79 to $199 and the higher one includes a dinner gift card,” Rivers said. “This is what we mainly sell for the holiday.” Consider going to local businesses— bakeries, restaurants, chocolate shops—and buying products or gift cards that you can bundle in your packages. These added value touches make things simpler for your customers.

Prep Part-timers

If you’re understaffed, it can cut into sales. Part-time employees help you reach your potential. Quality training that covers sales pitches and product info are a must, especially for those staffed to answer phones. “My lines can average $1000 per hour on Valentine’s Day,” Rivers said. “If no one is answering the phones, then you’re losing big money.” Whether you turn to friends, locals, or workers from a staffing agency, you’ll likely be hiring part-time employees who don’t know the ins and outs of the floral industry. Rivers suggests having a part-time training day one week before the holiday to keep things running smoothly. “I use the part-time staff to stuff direct mail and prepare any of the marketing material we send out,” Rivers said. “This helps them get familiar with what they are selling.” He also suggests writing out precisely what you are offering so everyone’s clear on prices and products and even how to say it. “We script everything, from laminated fliers to sales pitches.”

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Photo By Kathleen McLeod William and Kate present a wreath to honour Canada’s veterans.

Put Your Name in Lights

Rivers has success in buying splashy billboard ads at strategic times. He runs ads on two digital billboards for three days before the holiday. Rivers suggests finding an intersection within a few kilometers of your store. “Valentine’s Day involves men mostly, and billboards grab guys’ attention,” he said. “They are very visual buyers.” The key to a good marketing campaign is to match the message and imagery. One of Rivers’ recent ads showed a man sleeping on the couch with the slogan, “Don’t let this be you.” He matched this imagery on postcards and direct mailing pieces, solidifying his brand and campaign.

gone

Go Bar Hopping

Recognizing that about 85% of his Valentine’s Day customers are men, Rivers focuses his efforts on this demographic. He knows that a lot of men love watching professional football, which is at peak excitement in the weeks leading up to Valentine’s Day, due to playoff games and the Super Bowl. To reach these macho men, A Floral Boutique hits his local sports bars. Rivers dispatches part-time staff to distribute fliers, postcards, or marketing material at the bar. “We ask for permission from the manager and offer to send their loved one flowers,” he said. “We then approach the patrons with fliers.” Reaching out like this reminds people who haven’t ordered yet to call your shop, or it just might give people the idea to order in the first place. It also gives customers a chance to meet one of your shop’s representatives while they’re in a good mood and enjoying themselves. (Note: pass out fliers early in the game, before the home team has a chance to tank!) The positive associations can only help!

Put a Stamp on It

Print is not dead. Let your customers know you have amazing quality products with a colourful postcard or flier. Again, Rivers makes sure his message is on-point and consistent with his other Valentine’s Day campaigns. He also suggests you remember to gather any emails and mailing addresses you can for new customers. It will give your business a tremendous boost if you convert your once-a-year buyers into round-the-year ones. My customers will see my name three to five times per week of any holiday,” Rivers said. “You can convert them more throughout the year by putting them into one of your funnels (direct mail, e-mail list, etc.) and keep putting your name in front of them.“

Email Away

Rivers sends out three e-blasts during the holiday. His timing: one week prior, three days prior, and then one on the morning of February 14. He sticks with the same campaign image and message he uses elsewhere in his print and social media advertising. “It gives us a more consistent message,” he said. Rivers also makes a point to keep in touch after the holiday. “I like to do a follow-up email, reminding them we’re still here after Valentine’s Day,” he said.

Ditch the Discount

It can be tempting to offer discounts, especially when you want to estimate product orders ahead of time. But Rivers eschews this strategy. “I used to offer discounts for early orders,” he said. “But I found that customers who order early tend to be the type of people who plan ahead, so I was giving them a discount for something they would do anyway.” Still, he believes in keeping customers informed. “Keep your name in front of them and be a constant reminder of your service,” he said. For more tips from Rick Rivers, visit www. floristbootcamp.com

Lindsay Ulrich is a freelance writer in Toronto with 8+ years of floral experience.

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One Florist’s Dream: Profitability and Philanthropy

FLORIST SPOTLIGHT

By Christy O’Farrell

Rani MacInnes loved the low-paying jobs she held early in her career that allowed her to contribute to the community, as well as the higher-paying positions that followed. Now, she’s trying to combine the best of both with The Bloom Bloom Room flower and gift shop in New Westminster, British Columbia.

shop, and share the rent. She jumped at the chance. “It had the vibe I was looking for,” she said.

She’s not there yet, admitting, “I have never worked so hard and not made any money.” Her round-the-clock work at her shop, which opened less than a year ago, is netting a profit, but “every penny” goes back into the business, MacInnes said. A New Year’s resolution is to figure out how to begin paying herself.

Morphet retired in January 2016, clearing the way for MacInnes to take over the shop. She thought: “It was the scariest thing. I’m not ready for this. That’s a lot of commitment.” But also: “If I don’t try it, if I don’t put myself out there, I’ll never know.”

Learn, Pivot, Repeat

To make her 650-square-foot store stand out, MacInnes added a large inventory of hand-curated gifts such as jewellery, charcuterie boards and honey, which she buys wholesale and marks up for retail. She then connected with a community of artisans on Instagram, following only local people for the most part, who in turn followed her back. Eventually, people would approach her to sell their goods, rather than the other way around. “That’s social media working at its best,” she said. “That’s a community supporting each other.” It’s helped her recapture the feeling of giving back that she missed from her nonprofit days.

MacInnes has an undergraduate degree in anthropology, archeology, and museum studies from the University of British Columbia. She worked as a project manager for 10 years in the nonprofit world, managing community arts, sports, science, and education councils such as at the Vancouver Aquarium. “It made me feel like I’m contributing to my community, and it felt really great,” she said. However, she wasn’t making any money. Needing to eliminate student debt, her next move was to Japan, where she lived for 18 months and taught English. The work paid off her loans. MacInnes returned to Vancouver just as the Internet was taking off and enrolled in Simon Fraser University’s Masters of digital publishing program with the goal of raising her pay grade. The Web was “brand new,” she said. “Nobody really knew what it was, or what it could do.” For the next eight years or so, she worked as a senior project manager for companies such as Blast Radius whose clients included Nike and Nintendo. Working with teams around the world to build websites required a lot of travel, earned her a higher salary, but also led to burnout. When MacInnes and her husband, Ron, welcomed a daughter, Maxime, now 12, she decided she would prefer to stay home and find a way to channel her entrepreneurial side. She considered different business models in areas she cares about — a wine or coffee shop, dog care, and floral design. A brick-and-mortar storefront was out of the question at the time, so she decided an upscale dog services and training company made the most sense because she could operate out of her home and vehicle while traveling between Alberta and British Columbia. Muttnik attracted an affluent clientele, grew over seven years, and she added employees. As she started the dog business, MacInnes also received her floral certification at Mount Royal College in Calgary, trusting she would use it in the future, when it became possible to own a physical shop. The time wasn’t right for her to start a floral business, she said, because she prefers an organic approach and there weren’t yet enough growers in the area. After the birth of her son, Luka, now 9, her family moved back to the coast, where she continued to run the dog company for a short time, before she closed it to return to marketing and communications. She worked briefly as a private contractor in those fields, and then about five years ago, decided to sell jewellery and flowers at markets. She sold only flowers at a 2013 Christmas pop-up market in a café that were particularly well received, she said. That experience was self-affirming. “The great feedback just fired my engine up,” MacInnes said. Other pop-ups followed, including one outside a vintage furniture shop in New Westminster’s Sapperton area for Valentine’s Day 2015. The shop owner, Al Morphet, welcomed the uptick in traffic. Two weeks later, Morphet offered MacInnes the opportunity to set up a floral counter in his

A Magical Marketplace

MacInnes encourages foot traffic with her Bloom Booster loyalty program, which has approximately 200 customers. Customers receive a stamp card with their first arrangement. Then, they return their empty vases to the shop to be refilled. Each purchase gets a stamp; 10 stamps earn a free arrangement. “It builds this regular, loyal customer base that comes in your door,” she said. The Bloom Bloom Room also specializes in events, though MacInnes only accepts five to 10 weddings a year (she finds it stressful when the bride’s budget isn’t as high as her own standards). Instead, she conducts a lot of workshops. “I love instructing,” she said. Plus, participants have a tendency to shop after the lesson, which includes food and wine. Her two employees help with the classes, which usually have four to six participants, though sometimes they get as many as 12. She researched other workshops in the area and priced hers in the middle. Paid Facebook ads and a strong presence on other social media sites attract customers from the entire metropolitan area, she said.

Future Endeavours

MacInnes has a busy year ahead with many plans to bump up her bottom line. For starters, she’d like to scale up Friday Flowers, a program she developed that capitalizes on the joy of coming home to a lovely bouquet at the end of a hectic workweek. She currently has about 50 subscribers. MacInnes currently handles the whole process herself, including delivery. A happy subscriber, Amber Orchard, created a You Tube video for her employer, Shaw Communications, about extending the life of the Friday Flowers. MacInnes features the video on her website. She wants to reactivate the Sapperton Business Association, along with fellow women business owners, to address revitalization. They started by coordinating “Christmas in Sapperton” to promote shopping in the area. She also plans to make more connections and partnerships as a member of the New Westminster city committee. Lastly, she hopes to find a satellite location for her own shop because she is outgrowing the small space.

Christy O’Farrell is a freelance writer in Alexandria, Va.

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Marketing Under the Influence by Rachel Levy Sarfin

Here’s a pretty compelling concept: Imagine having a tool that advertised your flower shop without much effort on your part. This tool isn’t the stuff of dreams. It’s quite real and it’s called influencer marketing. With influencer marketing, popular individuals share photos of themselves enjoying a particular product. Read on to learn why it works and how you can harness its power to boost your own business. Why Does Influencer Marketing Work So Well? You might be skeptical about influencer marketing’s effectiveness. How could this form of marketing possibly work as well as traditional methods? Think of influencer marketing as a modern take on word-of-mouth advertising. You’re more likely to purchase something when it’s recommended by someone you trust. In today’s world, you trust your friends and family. But, you also take seriously what author Malcolm Gladwell calls “mavens.” Mavens are people who have risen to prominence because of their expertise and authority about a particular subject. They’re bloggers, Instagrammers, YouTubers, and anyone else with a huge social media following who can convince others that they know best about certain matters. Still not convinced? Here are some statistics that might change your mind. RhythmOne, a marketplace that enables businesses to connect with influencers, published a report in June 2016 showing the impact of this form of marketing. Its research showed that 92% of consumers have made a purchase after reading about a product on their favourite blog. Nearly 70% of consumers are likely to make a purchase if someone they follow on social media recommends a product. Furthermore, 81% of marketers who have carried out influencer marketing campaigns agree this type of advertising is effective.

How Can You Use Influencer Marketing for Your Flower Shop? Now that you understand the power of influencer marketing, the next question is, “How can I make it work for me?” You might be concerned that a small business won’t be able to leverage this type of marketing. Don’t be – small businesses like flower shops can use influencer marketing just as well as large ones. There are definitely best practices to keep in mind so that you can make the most of your campaign, though. In an interview with Small Business Trends, influencer marketing expert Joe Sinkwitz offered some advice about launching a successful campaign. He noted that, as with any marketing initiatives, you must have clear goals. Do you want increased visibility and better branding? Sinkwitz suggested pairing with a celebrity. This doesn’t have to be a décor behemoth like Martha Stewart. Even a local media personality who demonstrates authority in the lifestyle and design space would work. Are you trying to boost sales in a particular

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category—say, with teens heading to prom, corporate accounts, or entertaining aficionados? Research who your ideal customer is and the people he or she admires. Once you’ve identified who a good influencer would be, reach out to him or her. If the influencer is interested in promoting your shop, create a peer influence strategy (i.e. what steps the influencer is going to take to market your product).

Who’s the Right Influencer for You? The linchpin of influencer marketing is finding the right influencer for your flower shop. A makeup artist with thousands of followers wouldn’t be a great fit for a florist—unless she prominently places a vase of flowers on her vanity table. On the other hand, an interior designer or a wedding planner would hold special esteem with your prospective clients. However, an influencer only wields influence if he or she has thousands of followers. If their only fans include their mother and hairdresser, they’re not going to get your brand very far. Another characteristic of authoritative influencers is that they have the ability to convince their audience to take action. One of the things that make business owners uneasy about influencer marketing is that they fear it will cheapen their brand because the influencer will force his or her opinion down his or her followers’ throats. That’s not how influencer marketing works, though. Influencers don’t use coercion to convince their followers to do anything. Rather, the audience opts into an influencer’s stream. So, they’re engaged and they genuinely want to hear about the influencer’s specialty.

How Do You Compensate Influencers? Compensating influencers is another topic that worries small business owners. “What if influencers are too expensive for us?” they wonder. Some influencers will want to be paid for their efforts. Others simply want recognition (such as sharing their content on your social media feeds). You’ll find there are influencers who want a discount on your flowers or free bouquets, and you might also come across those who want (and are worth) a commission. Many businesses use influencer marketing nowadays – including your competitors. You owe it to yourself to capitalize on the power of this kind of marketing.

Some influencers will want to be paid for their efforts. Others simply want recognition

Rachel Levy Sarfin

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

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Y T A S E T SW E

by Cavelle Martin

This Valentine’s Day

It won’t be long until florists’ biggest day of the year will be here. Shop owners and managers, you know it’s a guarantee that stress will be high for Valentine’s Day, but that truth doesn’t mean your team’s morale has to suffer. It is possible to come out on the other side of this grueling holiday fresh as a daisy. Here are some pointers to keep your shop as cheery as possible.

Photo By Lori Waltenbury

You are a team, first and foremost, but successful teams assemble individuals with varied talents. Before the rush kicks in, take note of your employees and identify their strengths. If Sally processes flowers at lightning speed, make sure that’s what she’s doing. If Joe can wire flowers with his eyes closed, then let him wire away.

Photo By Lori Waltenbury

Put Your Aces in Their Places

Whistle While You Work

Not literally, of course. I don’t know about you, but I find whistling to be quite annoying. Music, on the other hand, makes the day fly by and keeps everyone on top of the wave. So crank up the tunes and get down to business! Music is a great way to lighten the mood, reduce stress, and even improve communication, which is critical when working as a team.

Allow For Time Outs

Sometimes, the best thing you can do during a high stress situation is allowing yourself to walk away for a moment. I know, having set breaks during crunch time seems like a stretch, but if someone on your team has become visibly stressed, don’t be afraid to tap them on the shoulder and tell them to take five. Better to lose five minutes in the moment than to let all that stress build up into a five-month stress leave!

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Notice The Little Things If your team is coming through for you, whether it is in a big way or small, let them know! Praise goes a long way. The Valentine’s Day rush does not have to be all doom and gloom. If Sally finished processing flowers faster than normal, let her know you appreciate her effort and productivity. Every little bit counts. Connect the dots for your team by letting them know how their contribution made your life a little bit easier, as it will encourage your team to do that much more for you.

Be Courteous to Your Vendors

Photo By Lori Waltenbury

Waltenbury

Owners and managers, this tip is specifically for you. Have your numbers ready from last year when placing your order for this year. I know. That should be a given, of course, but as a former wholesale rep, I can tell you, a shockingly large number of florists haven’t done any prep when they call. It is crucial. Please do not wait until the last minute to hunt your numbers down. If you don’t have them accessible, then please check with your

You are a team, first and foremost, but successful teams assemble individuals with varied talents

wholesale rep as soon as possible; they will access to your invoices from last year.

Practice Support and R-E-S-P-E-C-T Regardless of title or rank, every team member should be willing to have each other’s back. Don’t get so hung up on specific duties that you leave someone hanging. If Bill and Tom seem overwhelmed by the onslaught of last minute orders coming in and your job is greening vases, put down your supplies for a few minutes and help answer phones until the rush subsides. This is a holiday when we all end up wearing many hats. Plus, goodwill is contagious: if you help a team member, he or she will likely reciprocate. Celebrate the little victories with the same enthusiasm you would a big one. Help one another and keep things as positive as possible. This is your shop’s bread and butter holiday and it’s going to take everyone’s contributions to make it a success, so try to focus on the bigger picture instead of wasting valuable energy stressing over things like the one rose that didn’t make it out of a bunch of 25 or the snippy comment Alice made (she was probably just feeling defensive after dealing with a demanding or angry customer anyway). Get in the spirit of the holiday. Embrace it! Valentine’s Day is, after all, the holiday of love. Your team should be like a family. You may not always get along, but at the end of the day, you all love each other. Trading valentine cards with some thoughtful, caring words wouldn’t hurt—nor would indulging in some chocolate. Make sure that is on standby at all times! In closing, just remember, you’re not a bunch of robots. You’re human. If someone slips up, forgive quickly and move on. You will get through this Valentine’s Day just like you did last year and the year before. Schedule a celebratory team dinner when the rush is over and don’t forget the wine, as you know you are going to want a glass or two! Live, laugh, love, and be merry this Valentine’s Day. Don’t worry! You got this!

Cavelle Martin is a former CSR in the wholesale floral industry who once helped renowned designer Kristine Kratt, AAF, AIFD, PFCI, during a design show. Since being diagnosed with bipolar disorder in 2014, she has become an advocate for fighting the stigma of mental illness.

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design by Peggy Wiebe

Alternative Ways to Say “That’s Amore” The following designs come from Peggy Wiebe, owner of The Little Flower Shop in Niverville, Manitoba. Wiebe started her flower shop journey in Steinbach, where she worked for nearly 20 years before relocating the business to Niverville. The full-service shop includes a division of rentals for weddings and events. “Our aesthetic is always on trend and we have great contacts with growers to bring in interesting product for European garden-style design,” she said. “We get excited to put our passion in action.” Here she discusses some of her favourite romantic designs for customers eager to break out of the “dozen red roses” rut.

“This one delivers the ‘wow factor.’ The oranges and greyish greens add dimension and interest for the customer who is not in love with dark red. The silver container gives it old world charm.”

“This has an exotic look. I mixed red roses with leucadendron. The pepper berry adds a pink blend of spicy hot romance.”

IMAGES BY JAKE OLDENKAMP, KAMP PHOTOGRAPHY

“This monochromatic arrangement of roses and hydrangeas makes a statement of pure love.”

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Our aesthetic is always on trend and we have great contacts with growers to bring in interesting product for European garden-style design

“Two lips are always better than one ! This is a clean look with an outdoorsy, natural touch. It’s perfect for new love.”

“This is our take on a dozen roses. Instead of reds, we use mixed shades of pink and add in spray roses. That makes it special.”

design

“The smell of stock in this arrangement is so alluring. Anemones with black centers pop in this all-white treasure. It’s a polished, refined Valentine.”

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likely worth a small discount.

by Mark Anderson

If you believe that certain customers are going to buy from you no matter what, don’t offer them a discount. For instance, if you do email marketing and have a message about early order discounts, do not send this special offer to those dependable clients who’ve bought Valentine’s Day flowers from you for years and years. Instead, focus on the customers in your database who did not order from you last Valentine’s Day. Maybe they ordered from you in the past and switched to another flower buying channel. Maybe they haven’t been in a serious relationship in recent years. Maybe they think Valentine’s Day flowers are cliché and/or overpriced. Maybe they are currently buying at the grocery store, and just need a nudge to upgrade to a real florist. These customers are not likely to buy from you at Valentine’s Day without an incentive, making them perfect targets for selective discounting.

There’s a lot of debate about whether or not to offer discounts during Valentine’s Day. Some would argue that, as this is the busiest day of the year for florists, there’s no need to lower prices when you know you will have a lot of sales. Others would argue that every sale counts and, if offering a discount will snag you more of them, you should do it.

INTRODUCE HURDLES

In this article, we’ll examine the benefits of discounts and how to do it without hurting your profit margin.

Florists can do the same thing by offering discounts for flowers delivered on the 12th or 13th. (A popular marketing pitch for this: “Show her you just couldn’t wait!”.) The person who seizes this opportunity is likely on a budget. Budget shoppers tend to compare prices and likely would have taken a serious look at other flower buying options (order gatherers and drop shippers). The hurdle helps you score a slightly smaller sale you wouldn’t have made otherwise.

THE EARLY BIRD GETS THE WORM

The trick to a successful discount is to structure and present it so that the people who are willing to pay full price won’t take advantage of the offer. In other words, the discount should involve some kind of sacrifice. For instance, you can place a premium on a February 14 delivery. (This also makes your holiday way more manageable.) Restaurants started doing this a few years ago; Valentine’s Day is very big for them too. They typically try to max out the opportunity by offering a streamlined, prix fixe menu with higher prices. But they can still only serve a certain amount of people on that one day. The solution? Offer reduced prices around Valentine's Day. If diners are willing to jump over the hurdle of celebrating Valentine's Day on the, 12th, 13th or 15th, they have proven they are serious about saving money and they earn their discount. Photo By Lori Waltenbury

How to Use Discounts to Your Advantage During Holidays

You see, the key to discounting is to never cannibalize full price sales. You don’t want to offer discounts to customers who are willing to pay full price.

A major reason to offer discounts is to encourage customers to order well in advance, a practice that offers you a number of benefits. Among them: • The sales are locked in. If you take an order on January 25, you don’t have to worry about how many ads or emails the customer sees from your competitors (i.e.order gatherers, drop shippers and non-floral retailers) over the next few weeks. • Orders booked in advance reduce risks when ordering product from your wholesaler. That’s because you’re buying to fill orders you already have, rather than forecasting for orders you hope to get. • Advance orders make staffing and production easier.

OFFER BUNDLES

Are these advantages compelling enough for you to reduce prices? If so, then you should offer discounts—but only to customers who order early. The customer who is willing to buy Valentine’s Day flowers several weeks in advance likely cares a lot about saving money, and there is a risk he might go elsewhere. Locking that sale up is

There are a few ways to approach the problem. One is to offer free delivery for orders placed well in advance or orders that are delivered any day but the 14th. Another is to

An unfortunate truth is that there are customers who hate delivery charges. Yes, delivery is an expensive service to provide and it should be a money maker for you. This does not matter to a customer who resents “an extra charge,” especially when so many companies (falsely) advertise free flower delivery.

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promote in-store pickup.

There were two bad assumptions here:

But the best approach may be bundling. Think of the combos you see at fast food restaurants and movie theatres.

• The single rose buyer was cheap and expected a single rose for roughly 1/12 the price of a dozen.

Bundles are magical. People love them, which is why so much space on fast food menus is devoted to them. When presented with bundles, customers will, on average, buy both larger sizes and items they didn’t even necessarily want.

• The single rose buyer could be pushed into purchasing a more profitable item, like a dozen roses.

Bundles let the consumer assign their own value to each component item. Imagine a moviegoer who has his heart set on popcorn and a drink; to him, the candy in a combo deal practically seems free. The bundle “transfers” some of a consumer’s surplus associated with one item in the bundle to another item that initially has a negative surplus, thus making the overall purchase positive. In other words, bundling allows the flower buyer who hates delivery to forget about it. He likes flowers and loves giving them; now that is all he has to think about. Out of sight, out of mind…. from their perspective they are no longer paying for delivery, they’re just paying for the joy of giving flowers. Bundling also lowers your “ordering cost.” This is not the actual cost of your flowers, but rather the time and effort you save when selling a single item (the bundle) versus selling the three or more component items. When preparing bundles, there is no need to build in a big case discount. That’s not the appeal, so why give away profit? Typical bundle discounts are in the 2-5% range.

Photo By Lori Waltenbury

One way to add value to bundles without having to discount is to include items like gift certificates from other retailers. Can you identify any local restaurants that would benefit from exposure to your customers? Would they consider providing you with $10 gift certificates to increase the value of your bundles? Bundles should be presented early in the sale process. When a caller tells you they want to order flowers for Valentine's Day simply ask if they are interested in one of your Valentine's Day bundles that includes delivery.

FORGET ABOUT MARGIN TO GENERATE BIG PROFITS ON SMALL SALES For the better part of a decade, I spent every Valentine's Day standing at the entrance of a very busy flower shop doing brief “exit interviews” with as many customers as possible. Of special interest to me were those who left empty handed. We had them right inside the shop with time to buy a Valentine's Day gift running out … and we had blown it. We had missed our only chance to sell them Valentine's Day flowers that year. We needed to know why. Sometimes, I heard the usual grumbling about pumped up rose prices at Valentine's Day. For most shops, it’s not possible to stick to regular prices so it might seem like there was no resolution. But it turns out that these customers were more focussed on price than value. They didn’t necessarily want a great deal; they just wanted something with roses and a price that is in line with their budget. (More on this in a minute.) Another thing we heard a lot? “I just wanted a single.” Traditionally the shop did not offer single roses. The designers believed this was a waste of time and would not generate enough profit. And if we had stuck to the standard industry markup, they would have been correct.

Sometimes those assumptions were true. But often people wanted a single rose because, well, they really did just want a single rose. This was often the case with younger customers, particularly those still in school, where a full dozen roses was a bigger statement than they were ready to make. In other cases, the customer saw special meaning in a single rose. If you stay with a cost plus formula then, yes, it is very hard to make meaningful profit from single roses. But the most important pricing decision you can make is to break from the constraints of a cost plus formula. Forget about what it costs and focus on how much you can charge. The next year (in the mid 90’s), that store introduced a very nicely packaged and presented single rose for $12.99. The presentation was essential; to get the price we wanted, it couldn’t look like we just split a dozen roses into twelve singles. It added a lot to the perceived value but relatively little to our cost. These singles were very profitable and sold very well — so well that the price went to $17.99 the next year and $19.99 the year following. They continued to sell very well and generate larger profits with less of the risk associated with carrying inventory at Valentine's Day. These singles also satisfied many of the people who complained about Valentine's Day prices. Remember, they didn’t care as much about value as about getting something “Valentiney” at a price they could afford. And here something interesting happens. The customer who wants the symbolism of a single rose is happy. The customer who just wants a low price is happy. For the customer who is focussed on value, the relatively expensive single highlights the better deal he’d get for the full dozen and he moves up. Everybody is happier because the prices are now better aligned with the way they value the product.

USE MORE THAN ONE APPROACH Successful fishermen make a lot of casts, but they also use a lot of different lures. For a retail equivalent example, look at Land’s End. If you have ever been on their email list, you know they send a lot of emails (those are the casts). They also come at you with a lot of different offers (those are the lures). One day it might be 20% off everything. Another day it might be free shipping if you spend more than $75. They use different pricing models to appeal to different buyers. As you market to your customers for Valentine's Day, don’t keep throwing the same thing at them. The pricing model can be as essential as the product itself when trying to get the sale. You wouldn’t offer just one product, so don’t offer just one pricing model. One email might promote free delivery on orders placed in January. Another might focus on bundles that include delivery. Another might promote the savings with pick-ups or off-peak delivery. Mark Anderson is a software developer, small business owner, creator of FloristWare, and an enthusiastic supporter of the floral industry. January/February 2017 | CANADIAN Florist 19

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TE CH TIPS

Time to Upgrade? by Abby Driver

It’s no secret: the past few decades have involved a major digital transformation. Once novel activities, like email and social media, have become so commonplace, people around the world seem to draft dozens to hundreds of messages a day without much thought before hitting send. Now, with the proliferation of smartphones, we have geotagging, Snapchat, Uber, and Pokémon Go. The line between life offline and online is blurring.

The rate at which things change can feel overwhelming, but resist the temptation to avoid the digital revolution and try to operate your business in the dark ages. (You’ll miss out on a whole lot of customers who are hanging out online.) Plus, “technological products and solutions are becomingly increasingly affordable,” said Erik Hanson, a solution specialist at the IT support company Tecnet Canada. This enables small business owners “to increase customer satisfaction, increase security, increase their business continuity against disruptions both natural (e.g. flooding and electrical) as well as manmade (e.g. viruses, malware, ransomware), while at the same time decreasing time spent on maintaining technology.” Hanson gave us the scoop about how to decide when it’s time to upgrade your IT products and services.

Tell Tale Signs • Age: Any technology older

than three years should have to justify its existence. Technology is always evolving and older models are more likely to be affected by security vulnerabilities. “Three years also is the standard warranty on business grade workstations, after which components could fail and result in outages affecting revenue,” he said.

• Class: Are you slugging

along with standard consumer grade kit? Now might be the time to upgrade. “Business class equipment is built to a higher standard than consumer equipment and designed to last longer and work to a higher standard,” Hanson said. “For example, a business class product

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may come with a warranty where a service provider comes to your business instead of having to send it in by mail.” • Speed: If your computer regularly grinds to a standstill, whether it’s accessing files, opening a web browser, or printing a document, something is wrong. “Latency or slowness is another tell-tale problem that something needs to be fixed,” Hanson said. “You may need to consult with your IT professional to determine the cause.” • It annoys you: There doesn’t have to be a specific problem, Hanson said: “If you hate a piece of software, then it’s not the right solution for you.”

the past few decades have involved a major digital transformation.

Network Cabling If your network cabling was installed in the last 10 years, it shouldn’t require upgrading unless there is physical damage to the cable. “However, if you are consistently getting disconnected from the network, you may want to consult a cabling professional,” Hanson said. “We recommend using a qualified electrical contractor.” Tecnet Canada coordinates with the client and an electrical contractor to determine the best way to route the cabling and install the optimal number of runs at one time. “It is generally more cost effective to run multiple cables at once than paying for repeat visits,” Hanson explained.

WiFi Your WiFi needs to be upgraded more frequently than network cabling. Here are signs it’s time to do so: • WiFi should be upgraded if the public can access the same network as your business. • WiFi should be upgraded if your current WiFi doesn’t provide 802.11AC, the current standard for any equipment purchased in the past three years. • WiFi should be upgraded if you are using a consumer solution bought from a retail store that’s meant for home use. • WiFi should be upgraded if your solution does not have content filtering. • WiFi should be upgraded if your solution does not have analytic reporting.

Network Cables vs WiFi So which is better — network cables or WiFi? It really depends on what you value more: speed or mobility. “Network cables and WiFi both still have a place in a florist’s business,” Hanson said. “ Network cabling still provides the fastest experience. The downside is you are limited to where you can install connections to your equipment.” WiFi, on the other hand, “can be installed almost anywhere, allowing better mobility, and it has a lower price per connected device, ” he said.

Keep Ahead of Problems In a world of ever-evolving technology, the old support model (calling your “computer guy” every time something goes wrong) seems unsustainable. Instead, many businesses are moving towards manager service providers (MSP) who proactively monitor your computers and networks, essentially acting as a virtual IT department. “The benefits for the small business is they have a known recurring expense, as well as cost forecasting, allowing for financial planning,” Hanson said. If monitoring and managing the IT side of your business is taking up too much of your time, you might want to consider an MSP who will take over all things tech for you. This will free up your time to work on, well, work!

Abby Driver is a freelance journalist in Truro, England, who has written on topics such as the millennial culture and feminist weddings.

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Colour Code by Michelle Brisebois

Let’s admit it: a big reason many of us are attracted to the floral industry is because we’re colour junkies. Painting with nature’s palette is what floral designers do best, of course. But consumer colour preferences are dynamic, and good business people keep an eye on the trends so they can have designs that resonate. Human beings have more than a visual relationship with colour. It’s also psychological, emotional, and spiritual. For instance, studies show that people eat more when they’re surrounded by red and less when the décor is blue. Psychologist Gregory Webster of the University of Florida’s research found that athletic teams that wear dark-coloured jerseys receive approximately two extra minutes of penalties per game than their light-coloured jersey counterparts. His conclusion was based on analyzing more than 50,000 NHL games over 25 years. The Business of Colour The Pantone Color Institute is owned by Washington, D.C.-based Danaher Corp., and it uses a process that helps manufacturers define colours and trends as accurately as possible. Pantone doesn’t create the colour or hire a team of creative experts to tell the market what’s hot. Pantone instead “divines” the colour trends through research, travel, and intense observation of global behaviour. This culminates in a trend report that forecasts the dominant colours for spring and fall and serves as a reference tool for fashion enthusiasts, reporters, and retailers. “To compose the report, Pantone evaluated color sections by fashion designers showing collections at New York Fashion Week and other global shows to collect information on prominent collection colors,” said Executive Director Leatrice Eiseman. This year’s spring forecast is very nature-driven in both appearance and naming. It makes it easy for florists when the actual colour name is botanical. The spring 2017 forecast has soft greens, blues, and nudes. Even the bright colours for 2017 have a certain restraint to them, invoking a purposeful mature energy. Pantone views the forecast collection as colours that stand alone beautifully, but also work

together in harmony. “No one color acts as an anchor, although there are always versatile neutral tones included, such as Hazelnut,” Eiseman said. “All the colours are chosen independently based on a full look at designers’ palettes. The way they interact with each other is a result of that research and those decisions. However, there are some excellent and creative opportunities for color combinations based on the ten top choices.” Floral Interpretations

Curious how florists will use the latest colours, we gave a few designers an early view of the spring forecast and asked for their impressions and ideas. Colleen O’Farrell, owner of Foxglove Flowers in Victoria, immediately detected a blast from the past. “It reminds me of the colour trends we were seeing 15 years ago,” she said. Back then, in the days after the September 11 terrorist attacks, the mood around the world was uneasy. We’re in a similar state today following a series of shocking political events (Brexit and the Americans’ election of Donald Trump), a migrant crisis in Europe, and the constant fear of attacks by jihadists.

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Eiseman explained that people gravitate to peaceful shades in trying times. “Color trends tend to echo our hopes,” she said. “Take the Colors of the Year 2016, for example. Rose Quartz and Serenity were both calming hues that counterbalanced the constant-connectedness and uncertainty of our chaotic world.”

A red-based orange, Flame is gregarious and fun loving. Flamboyant and vivacious, this wonderfully theatrical shade adds fiery heat to the Spring 2017 palette.

O’Farrell also added that she’s already had bridal customers bring mood boards to their consultations that echo the 2017 spring forecast. Across the country in Halifax, Maggie Arsenault, of The Flower Shop, reported the same thing. “Clients naturally incorporate Pantone shades into their Pinterest boards, even if they haven’t consciously sought out the forecast,” Arsenault said.

Island Paradise is a refreshing aqua that calls to mind a change of scenery. A cool blue green that speaks to our dream of the great escape, Island Paradise is emblematic of tropical settings and our desire to unwind.

Both designers are very excited about the 2017 spring palette because it fits whether a client wants something vibrant or subtle. Colleen O’Farrell pictures a wedding gown in Dogwood or Hazelnut, with some of the other forecasted shades built into a beautiful bouquet. “I could see succulents and a dusty olive branch to represent Kale,” she said. “Caramel antique roses would be beautiful to capture the neutral shades of the forecast. ‘Café au Lait’ dahlias are lovely neutral blooms too.” Craspedia adds a bright yellow note similar to Primrose, she added. Arsenault suggests eryngium to capture the denim shade, Niagara. Blue has been prominently featured in many recent weddings, she said, often depicted in ombré (a progression of shades in one colour) designs. Summing up the palette, she said, “it speaks to our desire to be reassured and energized all at the same time.” Floral Interpretations

Comfortable and dependable, Niagara leads the Pantone Fashion Color Report as the most prevalent colour for Spring 2017. Niagara is a classic denimlike blue that speaks to our desire for ease and relaxation. By contrast, Primrose Yellow sparkles with heat and vitality. Inviting us into its instant warmth, this joyful yellow shade takes us to a destination marked by enthusiasm, good cheer, and sunny days. Conveying even more energy is Lapis Blue. Strong and confident, this intense blue shade is imbued with an inner radiance.

Continuing the tranquil mood, Pale Dogwood is a quiet and peaceful pink shade that engenders an aura of innocence and purity. The unobtrusive Pale Dogwood is a subtle pink whose soft touch infuses a healthy glow. Bringing forth a refreshing take, Greenery is a tangy yellowgreen that speaks to our need to explore, experiment, and reinvent. Illustrative of flourishing foliage, the fertile attributes of Greenery signals one to take a deep breath, oxygenate, and reinvigorate. Tropical and festive, Pink Yarrow is a whimsical, un-ignorable hue that tempts and tantalizes. Bold and tempestuous, the lively Pink Yarrow is a captivating and stimulating colour that lifts spirits and gets the adrenaline going. Evocative of the great outdoors and a healthy lifestyle, Kale is another foliage-based green that conjures up our desire to connect to nature, similar to the more vivacious Greenery. And, just as we see in nature, this lush and fertile natural green shade provides the perfect complementary background to the more vibrant tones in the palette. Rounding out the Spring 2017 colours is Hazelnut, a key neutral for spring. This shade brings to mind a natural earthiness. Unpretentious and with an inherent warmth, Hazelnut is a transitional color that effortlessly connects the seasons. Michelle Brisebois is a freelance writer in Niagara on the Lake, Ontario. She has strategic marketing expertise in retailing, ecommerce and brand positioning. January/February 2017 | CANADIAN Florist 23

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MY SALES PLAN FOR A HIGHLY PROFITABLE VDAY by Tim Huckabee, AIFSE

With Valentine’s Day falling on a Tuesday this year, the prospects are stacked in your favour to have a great holiday. But don’t take it for granted that consumers will beat a path to your door with a handful of cash. Now more than ever florists need to attract more traffic and sell better to them once those shoppers are in the store or on the phone! In previous installations of this column, I have talked about how I spend the bulk of my time travelling throughout Canada (and the US) conducting on-site training at retail flower shops of all sizes. As you can imagine, Valentine’s Day is way too hectic a time to train florists, so I take a different position and spend the holiday “embedded” at a shop playing the role of sales person so I can keep MY skills sharp, focused, and in tune with the way consumer buying patterns are constantly evolving. I’ll be heading to a huge store in the southwest in early February. Here’s what I’ll be doing to ensure bigger sales and optimal organization. I encourage you to follow my plan at your shop too! Promote Early Ordering The best shops were already encouraging Vday orders in December, but you can still jump on board in early January. We always lament the customers’ lax, procrastinator attitude that leads to ordering their roses at the last minute. All your bellyaching won’t change that; you must train (i.e. incentivize) them to shop differently. Online, in the store, and on the phones, your staff should be gently educating customers that, if they place their order by February 5, they will get FREE delivery. I say it all the time: money motivates and, the more pre-orders you book, the easier it will be to coordinate your design and delivery staff. Encourage Bigger Spending Who cares that customers will see flowers at Shoppers Drug Mart and Rona for some ridiculous price? Don’t worry about those people who are just shopping price — they’re not your customers anyway; they’re just unromantic opportunists looking to save a few bucks. To the contrary, you’ll be offering customers luxe and super luxe versions of rose arrangements at $50 and $100 above the price of the traditional dozen roses. Guys want to spend on their girls and we too often lose

sight of that fact. Give your customers both regular and premium options online and in the store and they’ll buy them, I promise! Personalize Every Sale Valentine’s Day is the easiest holiday to sell addons, aka “finishing touches,” if you keep them top of mind in the sales process. Unfortunately, it’s too easy to justify not offering these items to every customer because you’re so busy. That’s a lame excuse and lots of missed revenue. We’ll be offering every shopper a chance to spend more. Practice this line: “As a finishing touch, I can attach a box of our delicious locally made chocolates to her roses. A 250-gram box is just $10.99.” Have plenty of balloons, teddy bears, and candy available for your walk-in customers to grab and your sales team to promote — you’ll boost your holiday sales volume by 15%! Make Shopping Easier Customers don’t like to think. I learned that long ago. So, I do the thinking for them. In addition to all the items mentioned above, I create “packages” for customers to make it easier for them to buy an impressive gift and spend more. We are going to bundle different rose designs along with candy and/or stuffed animals and/ or balloons and give them catchy names like, “The BE MINE collection” or “The TRUE LOVE collection”. You can decide if you want to give customers a few dollars off for buying multiple items to motivate them toward those packages. However, I have found by simply putting all the elements together for them, and making shopping easier, they’re happy to pay full price! I hope these marching points will get you motivated to start strategizing NOW to have a bigger, more profitable holiday. And do please share your results with me at tim@floralstrategies.com. For even more help with the holiday, sign up for the FloralStrategies Valentine Boot Camp webinar. Save 10% on the registration fee by using coupon code CF at www.floralstrategies. com.

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.

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I have visited many shops running FloristWare and they all love the features, support and ease of training. Tim Huckabee | Sales Trainer and President, FloralStrategies

The company is superb – friendly, responsive and dedicated to the support of their customers. Annette Hentz | Owner, Carver Country Flowers & Gifts

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Call 888.531.3012 or download free trial from www.floristware.com January/February 2017 | CANADIAN Florist 25

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cARE & HANDLING

NO!

BEST PRACTICES FOR THE BEST POSSIBLE VALENTINE’S DAY FLOWERS By: Gay Smith

Disappointing customers is a business buzz kill. The ramifications are far reaching in today’s social media world. Valentine’s Day, the occasion when people receive (and scrutinize) flowers in record volume, is when we’re most likely to see customer complaints exploding online.

When prepping buckets, measure to get the dosage right. Guessing is a waste of time and money; experts have calibrated the right ratio of water and solution to reap benefits. Mark the fill line in various size buckets, measure that volume of water, and make a chart showing how many pumps of concentrate are required per container. Always prep with cold water (2-4 C) because it flows into stems faster than warm or tepid water, and speedy hydration is critical if you’re using the product in designs later that same day.

In the interest of keeping the grumbling at bay, let’s examine the most common pitfalls that lead to poor flower longevity (read: customer disappointment) and proper methods to fight them. If you are showing the initiative to read this article, you likely know the basics, but just like frequent flyers have to listen to the safety speech prior to the plane’s wheels going up, it’s valuable to revisit familiar guidelines.

Bruising, bumping, scraping, and stuffing product predisposes petals and stems to disease problems, so handle with care. Allow ample room in cooler aisles to avoid brushing up against products when you’re reaching for something. When you receive loads, don’t drop or toss boxes onto pallets (two words: impact damage). Unpack bunches from grower boxes rather than dumping the box upside down and letting flowers drop onto processing tables. Remind your processing crew that, as tempting as it may be to climb a mountain of boxes when searching for a particular grower or flower, it’s not worth damaging the product inside.

Start clean.

Have your team fill buckets with the same amount of bunches when processing like product. It’s much simpler to establish quality per bucket if you have your inventory organized. Resist jamming the total contents of a grower’s box into one bucket. A good rule of thumb: leave enough room to insert your fist perpendicularly between the bucket’s edge and the flowers. Airflow helps avert botrytis issues.

This refers to your buckets, tables, choppers, knives, and scissors. Place a spray bottle of readyto-use cleaner at every workstation and reach for it throughout the day. Think of a hairdresser’s comb or a butcher’s cutting board. Constant sanitation is key.

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Speaking of botrytis…the best way to prevent it is to keep blooms dry. Whether it’s a micro-layer of condensation on petals or water inside sleeves, moisture triggers botrytis spores to start germinating. Botrytis is the non-specific, ubiquitous fungus that loves flowers, fruits, and veggies. Always remove the infected parts and toss in trash. Keep trashcans covered so air-borne spores don’t take flight and float around the design room. Sanitize counters, cutters and knives throughout the day to prevent crosscontamination. Cut with care. Why do roses that arrive as tight buds never

open? Likely the blooms were cut prematurely. The stems cells located directly under the bloom are not mature enough to carry the weight of the bud. Early cutting makes stems sensitive when they lose water. Water loss due to evaporation is higher than the refill by water uptake, which results in the stem bending just beneath the bud. Woody parts of the stem are not affected. How to prevent it? Insist on receiving roses at a more open cut stage and always cut off 5 cm of stem before rehydrating. Valentine roses sometimes arrive with the heads popped off the base and yellow anthers waving their pollen into the wind. Why? Ethylene is the likely culprit. This odorless, colourless gas is known as an ageing hormone. Ethylene is used all the time to ripen fruits and vegetables, but it is deadly in minute amounts to many cut flowers, flowering plants, and even green potted plants. Although roses are not as sensitive to ethylene as other flowers (and thus are not treated at the farm level with anti-ethylene solutions), many popular varieties—especially garden roses—are indeed sensitive. Damage includes petal and leaf shattering, petals that turn blue, bud stagnation, and fast death. Damage is irreversible, so avoid contact between flowers and sources of ethylene. The long list of ethylene-sensitive flowers includes aconitum, alstroemeria, asclepias, bleeding hearts, delphinium, freesia, lilies (variety dependent), all orchid species, phlox, scabiosa, and sweet peas. Ethylene damage is a problem with potted and flowering plants too, including kalanchoe, azaleas, schefflera, zygo cactus, begonias, and fuchsias. The bottom line: Work clean, empty and sanitize trash cans regularly, sweep all green bits off shelves and out of corners, and prevent exhaust or cigarette smoke from leaking into areas where flowers are stored. Box fans are a great way to blend the air in loading areas.

NOT THIS!

Finally, respect temperature. Temperature determines how fast a flower ages. It also affects the rate of water loss which is all about dehydration stress. Cooler set points need to be 34 to 36F. Allow room between product and cooler walls for good airflow. Stack boxes on pallets to prevent soggy bottoms if a bucket tips in the cooler. Measure and record cooler temperatures first thing every morning for a week to ensure everything is in working order. If your cooler fails when filled with expensive Valentine product, it can ruin profit plans. Gay Smith is the technical consulting manager for Chrysal Americas. January/February 2017 | CANADIAN Florist 27

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What Should Be Part of a Small Business Online Marketing Strategy for 2017?

Ask The SEO

BY: Ryan Freeman

Marketing is not an event. While there must be structure, smart business owners know that adapting and optimizing your marketing plan is an ongoing process. Remember this for the new year. Your focus should be on creating a cohesive approach to reach customers online, and retain those who have already entered the fold. Here are some essential parts of online marketing in 2017. A Website for All Devices It is no longer enough to have an informational website that looks pretty on a wide screen. If a business owner is serious about building a stronger consumer base, that website must look great on multiple devices. In the past, there was a focus mainly on creating introductory pages and a store that would display easily on a desktop. Now that same website must be simple to navigate on a much smaller screen. Entrepreneurs who are just launching new businesses may have the edge in terms of website creation because they’re diving in while SEO is in the forefront. Instead of adapting something pre-existing, there is the opportunity to come up with a single design that works on multiple devices. . Will Blogs and Landing Pages Still Be Worth the Time? As the company website is not about to disappear from the online marketing plan, it’s still important to devote resources to blogs and landing pages. Ideally, they need to accomplish three things. First, they must provide enough information to pique the interest of readers and motivate them to visit the main website or take an action. Second, the content must be unique and relevant enough to merit high placement on the main search engines. Lastly, they must also load quickly on everything from a smartphone to a desktop computer. Using a blog to drive traffic to the main site does require dedication. People expect to see fresh entries on a regular basis. This also makes them more likely to share the URL. Building a readership provides a gateway to more sales, as well as information you can use for another important part of your 2017 online marketing strategy.

Should Some Resources Be Allocated to Banner and Other Types of Online Ads? Despite what some predict, working with Google AdWords or a similar service is still not only viable but recommended. What business owners need to remember is that keywords that serve as the foundation for ads must be precise. Trying to outbid competitors on simple generic phrases can be costly and ineffective. How About Social Media? Your social media accounts are not going obsolete. They will grow in relevance in terms of viral marketing and customer sharing. Just remember social media accounts are not a substitute for a highquality website. Use social media as a tool to engage a broader range of potential customers. Use the features and posts on those sites to make it easy for people to find your blog, page, or online store. Encouraging existing customers to follow a social media page means they can share new posts with their friends. The current digital word of mouth is a valuable marketing tool. Make it easy for customers to share, and many will. The Email Campaign: A Best Friend or a Worst Enemy? Direct email campaigns will still be a valuable tool in 2017. To be successful, those campaigns must be aimed at consumers who have expressed an interest in receiving information about those goods or services. This is easier said than done. Buying a list of so-called qualified emails is risky—and potentially illegal— these days. A better approach is to build a targeted email list using great content and other online tools already in place. Invite people who like your page or follow your feed to opt in by visiting a sign-up page. Include that same invitation with every order that’s filled. Have the invite included as part of email signatures and any other way that makes it easy for people to enroll. As the list grows, use it wisely. Provide those targeted consumers with useful information. Interesting and helpful direct emails can increase the return on the investment and lead to more sales. Remember, buying a list can backfire easily. While some will merely delete the content, others will recognize it as spam and report you. This negativity may be hard to overcome. Forget the easy route and build a list with care. It will become one of your most valuable marketing tools. Remember, marketing efforts that are honest, provide useful information, and resonate with customers with a genuine interest will never be out of style. This year, build on the strengths of what has worked while eliminating anything that could harm the marketing effort or company reputation. The result will be a marketing strategy that attracts new customers, keeps existing ones happy, and increases overall business volume. Ryan Freeman is president of Strider Inc., founder of Florist 2.0, and publisher of Canadian Florist.

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He vis his Ne

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oin us as we uncover the spectacular beauty of Britain’s ﬂoral gardens in all their glory..is graciously escorted trip of a lifetime explores such iconic sites as Hampton Court Gardens,the Salutation Garden, the gardens at Hever, Anne Boleyn’s former home,and more.We also go behind the scenes with visits to private gardens to meet up with their owners and gardeners. Castles, historic sites, a London city tour, and charming pubs round out the fun. And with Neville as our host...More laughs than you can possibly imagine.

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Fully escorted Visit:Royal Hoticultural Society Wisley Garden, Chartwell (Churchill’s Residence), Hampton Court Gardens, Christopher Lloyd’s Garden, Windsor Castle & more Private garden visits 10 nights hotel accommodation English winery visit & tasting Full-day London Tour 10 English Breakfasts, 8 Dinners Ground transportation Lots of free time Memories to last a lifetime

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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January/February 2017 | CANADIAN Florist 29 Contact your Maritime Travel counsellor.Hurry! Space is limited. www.maritimetravel.ca CanadianFlorist.indd 29

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on THE LEVEL with

NEVILLE

WHERE DID THAT COME FROM?! by Neville MacKay

When we go to a grocery store, we see where the strawberries or grapes come from, as they are usually clearly labeled. As a culture, we’re becoming more aware of the origins of what we consume, whether it’s something we eat, wear, or slather on our bodies! Have you ever stopped to think about the flowers we work with every day—where they were planted, how they grow, and what they’ve gone through to get to our design benches? Well, Petals, we really need to educate ourselves about our products, as consumers are wondering about their backstories and many are prepared to use their dollar power to dictate where we source our flowers. We’ve all had THAT bride who insists (for ethical and environmental reasons) on knowing where every little petal comes from…until, of course, there’s a bloom she “needs”—then she doesn’t care if it’s local or organic and we are to do “whatever necessary” (murder?) to get it in for her! As you know, I travel a bit for floral events, which has helped me appreciate how global an industry we’re in. Recently, I had the opportunity to attend Agriflor, a giant flower show in Quito, Ecuador, and to tour several flower farms while I was there. First, a little about Ecuador: it’s far away and they speak mostly Spanish. Before you go, memorize the phrase, “dónde está el baño?” (You’ll thank me!) Be aware that you’re not in your own country and there might be criminals watching. I speak from experience, as I got mugged whilst there. (Don’t worry—they only hurt my feelings!) Also, this beautiful country is made up of volcanoes and mountains, so understand that the elevation can wreak havoc on your breathing. The food is good and there are lots of choices, so there’s no need to pack a jar of peanut butter in your luggage. This is a diverse and incredible country, one full of beauty, culture, history, and, of course, flowers! Each fall, Ecuador and Colombia alternate hosting a floral expo that shows off what is grown in South America. In 2016, it was Ecuador’s turn. Let me tell you: these folks know how to create floral displays! Imagine sitting at a bar with hundreds of roses displayed under the glass. I’ve been in this business for hundreds of years, it seems, and this was impressive. I spoke with many growers who were proud to show off their offerings. And let me say, there are a few new rose varieties that will knock you over! I especially enjoyed visiting with Joey Azout, who runs Alexandra Farms, and admiring his stunning garden

roses. You know how a dog gets when he sees something dead and he desperately wants to roll around in it? Well, that was me at the Alexandra Farms booth. I felt a bit bad for Joey as he wanted to chat and I kept getting distracted by the floral beauty around me. My farm visits were incredible experiences too, starting with the coach ride. It was fascinating watching the scenery switch from tropical plants to cacti to pine trees the farther up we went. There was just loads of natural beauty, including volcanoes, one of which is snow-capped. One word of advice: if you’re even a little afraid of heights, don’t pick a window seat—just sayin’. And, the altitude can cause breathing issues. Apparently, there’s a tea you can drink that helps, but I decided to embrace my shortness of breath as part of the total experience! One farm processes 75,000 roses every day. Yup, every day. That’s about 50 million roses a year, of which 3 to 5 million are tossed because their quality is sub-par! Imagine that, right? At another farm, I walked through 3 hectares of callas that were so stunning, my brain hurt. At farm after farm, I saw thousands of blooms. It was like flower porn! I even saw 8-foot-tall roses bound for Russia. (They must be compensating for something…) It’s hard to wrap your head around all the work that goes on at the flower farms. From the time the flowers are cut to the time we get them in our shops, well over a week has passed! Look, I would love to explain in detail about how farmers cap rose buds to protect against the flower version of sunburn (blackened petals), use beneficial insects and such to prevent disease, or colour roses to make rainbow varieties, but I would have to write a whole book! I’m tired and thankful for that experience—minus the mugging, of course—and look forward to a trip to Colombia next year! I might have to recruit a security guard to accompany me though.

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.

30 CANADIAN Florist | January/February 2017

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A SPECIAL UPDATE FROM CANADIAN FLORIST To our beloved readers; Thank you for another amazing year of your support and encoura=gement! As we approach the second anniversary of our acquisition of Canadian Florist, and the 112th year of its publication, I want to acknowledge again that we are only here because of our readers – the amazing florists of Canada. You inspire us, share your accomplishments with us, and even challenge us with different ideas. In so many ways this truly is your magazine. Since taking the helm of Canadian Florist, we have worked steadily to improve the quality of what we deliver. From printing on better paper, a modernized logo and layout, and new structure, to expanded content from some of the best writers in the industry, we have endeavoured to give Canada the magazine you deserve. We moved the Canadian Florist Business Forum

CanadianFlorist.indd 32

to a better date, a high-end venue, and brought together a top-notch collection of educational talent for a sold-out crowd.

This year we are faced with some new challenges, and have some exciting new ideas coming your way. The Canadian Florist Business Forum is coming up on May 29th, and the speaker line-up is looking fantastic again. Most noticeably, though, will be a change to our March 2017 edition. We are always looking for ways to improve the value of what we provide to our florists. In a time when printing and mailing costs are ever-increasing, we are seeing major publishers and publications eliminating very popular titles. By the time you read this, Rogers Media will have discontinued printing of Flare, Canadian Business, SportsNet and more, with significant reductions to Chatelaine, Macleans, and others. For Canadian Florist, over 80% of our costs for each issue go into printing

and mailing. So I had to ask the question: What if we took that money and put it into things that will actually benefit the florists? Better content, more content, coverage of more events, expansion of CFBF across the country… What if? In March, we will find out. We are going to be producing a test run of a digitalonly edition of Canadian Florist on a brand new website. Don’t worry – we’ll be back to print in May while we evaluate the response to March’s digital experiment. I’m very eager to hear your feedback as well – both beforehand, and after the March / April content is published. Please send your thoughts to ryan@ CanadianFloristMag.com. With many thanks for your continued support, Ryan Freeman on behalf of Katie, Lynn, Janis, and the whole Canadian Florist team!

30/12/2016 16:06