Canadian Florist - July 2016 by Strider Media

Are Your Employees Stressed Out? Learn The Warning Signs and Easy Ways to Show Support

How Recycled Bouquets Bring Joy to Montreal Seniors Windows of Wonder How to Create Displays That Turn Heads

Inside: 3 Tips to Boost Your SEO Hiring 101 Care & Handling Tips for Sizzling Summer Days

the web host with the most.

eFlorist provides the most comprehensive web-hosting services including expert support. It reaches more customers across multiple devices and languages to increase online sales.

2 CANADIANFlorist | July/August 2016

ÂŠ2015 Teleflora EF4216M

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

Vol. 111 No. 4 • July/August 2016

10 COVER PHOTO COURTESY OF UBLOOM.COM

As a florist, there is so much more to the job than making floral arrangements. You have to be prepared for emotions to run high. After all, we’re talking about tight deadlines, unpredictable product (due to weather and other factors out of your control), and the pressure to maintain a good reputation with vendors within the industry—all while being there for your clients and employees, not only on a professional level but also emotionally, as they too have to navigate stressful life events.

08 departments

features 14

Florist Spotlight

Learn the warning signs of burnout and simple ways to raise your staﬀ ’s spirit.

The Social Florist

More Than Window Dressing

By Design

Tech Tips

Rising to the Occasion

Care and Handling

Ask the SEO

On the Level with Neville

Nurturing Your Shop’s Most Valuable Assets: Your People

Visual merchandising experts dish about what makes a great display.

Flower Power

A Montreal nonprofit delivers smiles to lonely seniors.

-Cavelle Martin

Visit the Florist 2.0 Community to talk shop with other florists from Canada and around the world. Ask questions, share tips, and find a sympathetic ear!

July/August 2016 | CANADIANFlorist 3

www.canadianfloristmag.com

mag.co

WWW. EDITOR

Show Some Team Spirit by Katie Hendrick

No man is an island. Running a flower shop (or a magazine) requires many people sharing their time and talents. On the heels of a long and hectic winter and spring, we decided to dedicate this issue to employee appreciation. Job burnout is a pervasive and expensive problem. More than 42 independent Gallup studies indicate that 75 percent of employees in most companies are disengaged, be it from boredom, dysfunctional workplace dynamics, unclear expectations, or exhaustion. More than one million people every day miss work due to stress-related disorders. Between absenteeism and diminished work performance, employee stress costs businesses $300 billion per year. Let those numbers sink in for a moment. Then, make a point today to compliment your employees and inquire how they’re doing. Let me lead by example by introducing the people who pull together Canadian Florist every other month. Michelle Brisebois is our star feature writer with an insatiable curiosity to discover consumer trends. She’s a pro at interviewing experts and organizing their information into clear, concise categories. Cavelle Martin brings interesting perspectives to the magazine, both from her background as a wholesale CSR and as a bipolar person. She has a good pulse on mental health and work-life balance issues, which she relays in a warm and conversational writing tone. Christy O’Farrell is one of the most thorough interviewers I’ve ever known. With her disarming personality and inquisitive nature, she discovers details and anecdotes that lead to really compelling profiles of your peers. Rachel Levy Sarfin fearlessly navigates the confusing waters of social media, which seem to change by the day, to share new and inexpensive ways for florists to interact with their customers. Abby Driver tackles a task I know to be quite painful: learning how digital stuff works and dumbing it down so laypeople can understand too. Thank you, Abby, for simplifying complicated gadgets, systems, and practices for us. Brian Fray, the brilliant creator of Flora the Florist, has been a cartoonist for more than 40 years. He has also illustrated children’s books and greeting cards, worked as a graphic designer, and taught thousands of adults and children the art of cartooning. His humour never ceases to amaze me, especially when given daunting requests, like “So can you make a funeral-themed comic?” I could totally see Tim Huckabee, author of Rising to the Occasion, as a personal trainer in another life. His no-nonsense advice is the kick in the pants we all need to do our jobs better. He abounds with common sense and makes everything (especially upselling) seem easy. We’re ecstatic to have “the flower expert” (aka J Schwanke) helping with Canadian Florist. For six years, he’s been my go-to guy whenever I have a question about flower seasonality or need a grower contact. In addition to knowing the industry inside and out, he’s also an extraordinary designer and his company, uBloom.com, maintains some of the best floral photography around. Gay Smith teaches us how to keep flowers looking their freshest—an absolute must for customer satisfaction. She adeptly puts herself in a florist’s shoes, walking through the care and handling process step by step with very specific advice. How do I love Neville MacKay? Let me count the ways. 1) He has an arsenal of quirky anecdotes and he’s not afraid to share them. 2) He’s hilarious and keeps readers engaged to the very end of each issue. 3) He’s lightning fast, turning in his column 24 hours after I assign it. (Neville, please share the secret of your speediness.) A huge thanks goes to Lynn Freeman, whose eagle eyes catch typos and grammatical errors before we go to print.

Vol. 111 No. 4 Editor Katie Hendrick khendrick@CanadianFloristMag. com 800-314-8895 ext 106 Advertising Manager advertising@CanadianFloristMag. com Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Martin Whelan Publication Mail Agreement #42919543 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO Strider Media, 6-6150 Highway 7, Suite 400, Woodbridge, ON L4H 0R6 distribution@CanadianFloristMag.com Printed in Canada ISSN 1700-5043

Circulation

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

Subscription Rates Canada - 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.

FROM THE

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

And last, but certainly not least, I owe so much to our publisher, Ryan Freeman, who maps out each issue with me. Furthermore, he does the really heavy lifting: securing advertising and paying the bills. Without him, Canadian Florist would not exist. @CanadianFlorist 4 CANADIANFlorist | July/August 2016

14SM

I tell stories of love with color and volume.

Each couple has a beautiful story, and each anniversary arrangement is a chance to tell it. In this design, I’ve paired pale pinks and whites with deep burgundies to symbolize how the couple has matured. The compact styling creates rich volume in honor of the full life they have built together. Celebrate your own love story of passion and creativity, and get inspired with fresh design ideas at oasisfloralproducts.com/inspire.

Inspire florists worldwide! Clearly Michaela Gosar from Alexandria, VA, who inspired this design, has made a lifelong commitment to creativity. Enter our Inspire Design Showcase on Facebook for the chance to have your design featured! July/August 2016 | CANADIANFlorist 5

14SMO001_CanadianFlorist_Anniversary.indd 1

4/15/16 12:54 PM

bloomin’

biz

Industry Professionals Share Strategies To Increase Profits Canadian Florist hosted its annual business forum Monday, May 30, at Universal Event Space in Vaughan, Ontario, where a quartet of experts enlightened attendees on simple ways to run a more profitable flower shop. Meagan Tanner, of Google Canada, kicked off the event by speaking about consumers’ search habits and how small business owners can reach them. “Advertising is no longer about who has the deepest pockets,” Tanner said, referring to the time when commercials run during primetime television were king. “The days of media scarcity are over.” Tanner advised florists to invest in Google AdWords to improve their search engine optimization and named a mobile-ready website as a top priority. Two years ago, mobile searches officially overtook searches on a desktop or laptop. “This doesn’t just represent people on the go,” Tanner said. “Eight out of 10 mobile searches occur at work or home, meaning people choose to use their devices even when a computer is available.” The average person interacts with his or her mobile device 150 times a day, she added. If your website doesn’t function well on a smartphone or tablet, customers will abandon it and never return. Rick Rivers, of A Floral Boutique in Ormond Beach, Florida, shared simple and

6 CANADIANFlorist | July/August 2016

inexpensive ways he markets to customers, such as having his delivery drivers drop off magnetic business cards and tri-folds daily, donning a tutu in a photo for recital flowers and distributing it to dance studios, and adopting the tagline, “Ormond’s premier florist.” Rivers also discussed the importance of making every customer feel special, regardless of their budget, as this develops customer loyalty. “Always have something available for $20-29 for the auto mechanic who wants something for his girlfriend,” Rivers said. “I guarantee you, he will be utterly appreciative and will never forget what you did for him.” Similarly, don’t dismiss DIY brides. “Easy money,” he said, sharing the story of a recent $1,100 sale. “I bought $400 from my wholesaler, ripped off their labels, put on ours, gave her a care and handling sheet and said, ‘Have a nice day!’” Tim Huckabee demonstrated how to speak to customers with confidence to earn bigger, better sales. “The floral industry is notorious for torturing customers with questions,” he said. “You don’t need to ask them what they want. You can offer your expertise.” Rather than asking customers what they want upfront, Huckabee starts with the card message. This spells out the occasion and indicates the

relationship of the sender and also if it’s a gift from several people—“which signals you should suggest something grand.” Huckabee challenged attendees to think like a waiter. “The flower business and restaurant industry have a lot of shared DNA,” he said. “They both deal with perishable product. Holidays are a nightmare. And the customers are demanding.” Unlike florists, however, waiters never apologize for prices (“doing so would imply they’re a ripoff,” Huckabee said), they’re not shy about recommending a high-end special, and they use sensory adjectives to depict an amazing experience eating it. “We need to sell flowers like food,” Huckabee said. “Customers are prepared to spend more than you think and they want to hear about what’s new and different.” Patricia Patrick, of the Canadian Academy of Floral Art, led a presentation on how to elevate floral design to another level, increasing the customer’s appreciation for flowers, while sticking to a budget— “a steep challenge, indeed,” she said. Carolyn Nicholson and Joe Delarge demonstrated modern takes on corporate and sympathy work and shared their tips for attracting high-end clients, such as hiring a professional photographer to shoot designs for the website and creating unusual and exciting window displays to draw in shoppers.

COMING

Wildfire’s Economic coast to Impact Will Likely Be COAST Felt Near And Far On May 1, an unusually hot day with low humidity, a wildfire began southwest of Fort McMurray, Alberta. Two days later, it roared through the community, destroying approximately 2,400 homes and buildings and forcing the largest evacuation in the province’s history. It spread across northern Alberta and into Saskatchewan, consuming forested areas and impacting Athabasca oil sands operations. The Conference Board of Canada estimates that the fire in Alberta resulted in a loss of 1.2 million barrels of oil per day for two weeks, translating into $985 million in lost gross domestic product. The economic fallout of the oil-production shutdowns in northern Alberta will likely be felt across the country, according to chief ATB Financial economist Todd Hirsch. “I think a lot of people outside of Alberta don’t always recognize the size and scope of Canada’s oil industry,” he said in an interview on CTV. “When it is not operating, and when its players are being hit this severely, this is a national issue.” In addition to the oil companies, local businesses in Fort McMurray will also struggle to get back on their feet as the city rebuilds.

EVENTS JULY 3-7: AIFD Symposium Orange County, California

Aifd.org 9-12: Cultivate 16 Columbus, Ohio

http://cultivate16.org 13: FloralStrategies Webinar: Profitable Gift Basket Design floralstrategies.com AUGUST 7-10: Toronto Gift Fair Toronto, Ontario

cangift.org/toronto-gift-fair/en/home/ 14-17: Alberta Gift Fair Edmonton, Alberta

cangift.org/alberta-gift-fair/en/home/ SEPTEMBER 18: Florists Supply Winnipeg Design Show with Neville MacKay, CAFA, PFCI, WFC floristssupply.com 18: Florists Supply Edmonton Design Show with Donald Yim, AIFD, CPFD floristssupply.com

“With every additional day of lost revenue, those businesses are going to see enormous challenges,” Hirsch said, citing a similar situation after severe flooding hit Calgary and parts of southern Alberta in 2013.

19: Florists Supply Winnipeg Hands on Seminar with Neville MacKay, CAFA, PFCI, WFC floristssupply.com

Many businesses in the city also suffered severe destruction in the fire and will have to bear the cost of rebuilding. And until damaged parts of the city are rebuilt, many of Fort McMurray’s 90,000 residents will be out of work.

19: Florists Supply Edmonton Hands on Seminar with Donald Yim, AIFD, CPFD floristssupply.com 21: Florists Supply Calgary Hands on Seminar with Neville MacKay, CAFA, PFCI, WFC floristssupply.com 25: Florists Supply Saskatoon Design Show with Neville MacKay, CAFA, PFCI, WFC floristssupply.com 25: Florists Supply Kelowna Design Show with Tracy Bell, CPFDA floristssupply.com 26: Florists Supply Saskatoon Hands on Seminar with Neville MacKay, CAFA, PFCI, WFC floristssupply.com 26: Florists Supply Kelowna Hands on Seminar with Tracy Bell, CPFDA floristssupply.com

A FULL EVENTS LISTING IS UPDATED REGULARLY AT www.canadianfloristmag.com.

July/August 2016 | CANADIANFlorist 7

F O R YO U R

CONSIDERATION

By J Schwanke, AAF, AIFD, PFCI Photos courtesy of uBloom.com

There is no other time of year that brings about more diversity or uniqueness than summer! As the temperature rises, so does the quantity of beautiful flowers. Zinnias, marigolds and sunflowers are just the tip of the iceberg! Not only does summer provide an amazing assortment of flower types, but colours and textures abound too. Let’s take a look at some fresh examples and see how easily current trends translate into flower arrangements that sizzle with summer flower goodness. The key to all these arrangements: gorgeous flowers. We bring the creative genius to create stunning designs, but it’s important to remember that quality product is essential. Beautiful flowers require less contrived manipulation. Displaying the best of the best flowers in your store communicates to your customers that summer time is flower time—and that your store is the best resource!

HEIRLOOM FAIRYTALE This trend is based on the craze caused by television shows like “Once Upon a Time” and “Game of Thrones,” and even some comic book series. This opulent design pairs exotic flowers with vivid colour and texture. The delphinium, mink protea and touches of gold (represented by both the container and the yarrow) lend a royal palette. Grasses, millet and unusual foliage add fairytalelike romance. It is an arrangement fit for a king, queen, prince or princess.

8 CANADIANFlorist | July/August 2016

The shabby chic trend begs us to bring together muted, antique colours that evoke memories from days gone by. The flowers in this arrangement appear to have just been picked from Grandma’s garden. Vintage lace ribbon adds a generational quality to the design. The usual suspects—Queen Anne’s lace and tissue-like larkspur—make customers reminisce about the good ol’ days. Peach stock, with its heady fragrance, will jog memories. Feminine flowers, such as orlaya and lisianthus (aka “the poor man’s rose”), provide even more garden appeal.

FLEUR LA TABLE The farm-to-table trend is represented in this Provençal design that calls to mind French flower markets. Materials like ornamental kale and artichoke lend an organic vibe. Explosion grass, echinacea, sedum and scabiosa are true summer flowers that add a bit of “heat” to this farm fresh look. There is an amazing community of local flower farms that grow flowers that do best in any region. Contact them to coordinate locally grown specials that will bring people into your shop, particularly those keen on supporting their community.

TROPICAL TEXTURE This brightly coloured arrangement transports customers to the tropics. It takes its cue from a bold palette that includes a ton of texture with flowers like Gerrando gerberas, craspedia, yarrow, hypericum and pincushion protea. The cylinder vase is filled with beach sand, which disguises a liner of flower foam. I like to call this one “Takin’ it to the Beach.” This is a fun way to bring summer into your flower offerings. Sunny days, warm sand, and bright flowers is what summer is all about!

J Schwanke is the host of “Fun with Flowers and J” on uBloom.com and the author of two books. He is regarded as an industry expert and speaks at dozens of events a year, including the Dallas Market Center and the EPCOT International Flower and Garden Festival. To learn more about J, visit www. JSchwanke.com, or check out his complete line of professional video resources on www.uBloom.com July/August 2016 | CANADIANFlorist 9

FLORIST SPOTLIGHT

From Wrangling Wiring and Controlling Circuitry to Designing Dahlias and Selling Stems By Christy O’Farrell Amanda Young recently opened a small flower shop in Elmvale, Ontario, finally pursuing her passion after more than 20 years working as an electrician in the Alberta oilpatch. Her new role as owner of Nanny's Bloomers Flower Shop couldn't be more different than her previous career. "Things had been very hard for me out in the oilpatch," Young said. "It's like the Wild West out there, the language and everything. I'm really prim and proper. To me, it was a real challenge, and I did it." Furthermore, “it’s just not my dream,” Young said of her past career. "I wanted my flower shop." Drawing on her earlier florist experience, and the money she saved as an electrician, she was relieved to leave the trade that had its share of rough days.

Bloomers, because she intends to deliver customer service just as she conducts herself as a nanny — nurturing, reliable and approachable to her three grandchildren, 9- and 7-year-old girls and a 4-year-old boy. "One of my favourite roles ever is to be a nanny," she said. "[Nannies] just seem to be really solid, loving and kind and that's what I want my store to be." Young wants customers to feel welcome, and to trust her advice, quality and pricing. Family, after all, has always driven her decisions.

Some supervisors and coworkers in her former occupation pushed her "a little bit more just to see if I would break, and I was so determined I didn't," Young said. "I would wait until I was driving home to have my cry. I would never let them see that I was upset." Though she encountered some "bad guys," she said the majority of the men she worked with were "patient and amazing."

As a young single mother of two children, Young had enjoyed working at flower shops, but found she wasn't earning enough money to support her family. So in the early 1990s, she responded in person to a worksite that had advertised for labourers, which paid twice as much as she had been making. When she arrived, she saw three men trying to install a metal tower, but it looked like it was going to fall. "I got out of my vehicle and ran over and helped them," she said. When they were finished, they looked at Young, and said, "Who are you?" She replied, "I'm Amanda. I'm here for a job interview," to which one man responded, "You're hired."

Now she has the chance to operate a business that emphasizes her caring personality. She even chose the "cheeky" name, Nanny's

"I didn't know one screwdriver from the next, but I learned really fast," she said.

10 CANADIANFlorist | July/August 2016

After a year working as a mechanical helper, Young received a promotion. Electricians she had gotten to know on the job offered her a position and a raise. "It was a real struggle for me with the kids being young, but I did it and I was making really good money," Young said. "It was really hard work though, physically hard. I'm a small person." Her new "he-man" world also didn't match the traditional, sheltered background in which she had been reared, where women didn't drive or take out the garbage, she said. Born in England, Young moved to Canada in 1967. Over the years, Young has worked on and off at eight flower shops, including time on extended holiday and other breaks from her electrician job, which served as training for her new role. "It's been years and years that I've wanted to do this," she said, "but I wanted to do it right." She bought and remodeled an older, "adorable" brick building she had been admiring for about five years, with an apartment in the back where she lives. "After I close my doors, I can do my paperwork in my slippers." It has room for a garden out back, though she hasn't yet planted one, and it's in an alleyway, so she gets "all kinds of foot traffic." The location is good because the shop is near the community hall and farmer's market. Young brought small arrangements to nearby shop owners, who wished her well with her April 29 opening (just in time for Mother's Day!). "You couldn't ask for a friendlier place," she said. She can also help her neighbours with any electrical problems.

Competition from some other local florists "makes us keener and work harder," she said. She knows she must be patient the first year, while customers discover her shop, which she has decorated as “a destination." "My store is very unique, creative and artistic," Young said. "I have a very bright, colourful storefront" with a tin ceiling, chandelier, "funky" hues, unusual giftware and locally made chocolates. She's looking into offering space for consignors to sell goods such as artwork, bird houses and antiques. A long-time friend and floral designer, Miki Silver, works part-time for Young. "She's a lot of fun, high-spirited, friendly," Young said. She wants each customer to be greeted as part of her emphasis on customer service. She's teaching Silver to become environmentally friendly by separating waste into three containers — recycling, composting and garbage. "I'm very adamant that we need to help the environment, and we shouldn't be throwing away all this greenery." Young said she is getting up to speed on marketing with Google Adwords, Facebook and through her United Florist Network website because she knows a lot of people prefer to buy online. In addition, she's working toward becoming active with Flower Shop Network. But she also believes that local mom-and-pop, brickand-mortar stores are making a comeback. "They want that one-on one service, the people factor, helping each other and working together to make a community." Christy O’Farrell is a freelance writer in Alexandria, Va. July/August 2016 | CANADIANFlorist 11

Stay Connected on Social Media This Summer by Rachel Levy Sarfin

When people think of summer, the next word that comes to mind is usually “vacation.” Summer vacations are great—except when it comes to social media. Social media is a year-round commitment. When you don’t keep your profiles updated, people wonder what happened to your business. You can’t afford to lose potential customers. Maintaining your Facebook, Twitter, Instagram or Pinterest accounts during the hottest time of the year doesn’t have to be a drag, though. Read on for five easy-to-follow tips to keep your social media profiles alive and fruitful this summer. Invite Guests If your website has a blog, you can draw more traffic to your site with a guest blogger. As the name implies, a guest blogger is someone who writes a post (or maybe even a series of posts) for your blog. Who should you ask to write a guest post? Consider local wedding planners, funeral

home directors, or interior designers to discuss trends in their respective fields. For example, the wedding planner could write about prominent styles—from flower crowns to dessert table décor—for summer weddings, or the interior designer could do a post about popular summer flowers that

brighten up the home.

look compelling as an infographic. If you don’t have a blog of your own, do a little Internet research—just don’t forget to cite the source. Once you’ve created your infographic, share it on Twitter or Facebook to get a social media conversation started.

daunting, but there are a number of free templates out there to help you. (Google “free infographic templates” and “HubSpot” for a list of 15 to try.) Remember that you want to use statistics or facts that catch the reader’s attention and make him or her say, “That reminds me – I need to pick up flowers.”

Remember that guest blogging is an excellent opportunity to promote your florist business, too. You could ask the guest blogger to return the favour and let you write a post for his or her blog.

Get Graphic The human eye is drawn to pictures, which is why infographics are so popular. These visuals contain information accompanied by pictures to attract readers. You can take advantage of infographics’ popularity, too. Review your blog posts for interesting statistics or facts that would

Creating an infographic might sound

Picture This Your Facebook page probably has dozens of photos. There’s no time like the present to organize them into albums and share them with your customers.

12 CANADIANFlorist | July/August 2016

Maybe you’ve already created Facebook albums showcasing the best photos of your floral arrangements. Ask your followers for their favourite snaps of your bouquets and

create an album of those pictures. You’ll boost customer engagement while gaining free content for your social media profile – it’s a win-win situation.

One way Wascana Flower Shoppe in Regina, Saskatchewan stays on customers’ radar during the summer is by publishing photos to its “Real Weddings” blog.

Do Some Summer Cleaning Everyone associates spring with cleaning, but when it comes to your website, the summer slowdown is a great time for a refresh.

visitors translate into sales? Examining your analytics will show you at what point people leave your website and how to fix the problem.

You might say, “My website works fine just the way it is.” However, find out how many others agree with you. People might be visiting your website, but do those

If your site loads slowly, or it’s difficult to add new content to your site without the help of a specialist, it’s time to consider a redesign. Many people delay, or completely

avoid, redesigning their websites because they’re worried it’s an expensive and time-consuming proposition. They don’t consider the cost of lost business, though. Don’t miss out on the chance to connect with customers because your website doesn’t effectively promote your business.

We Have a Winner! Holding a contest is a time-honoured tool for companies to attract more customers. In the age of social media, that still holds true. Moreover, social media opens up new contest possibilities. You could hold a contest in which your customers take pictures of themselves with your arrangements and ask your social media

followers to vote on the best picture. Here’s another idea: encourage your customers to nominate the person they believe most deserves a bouquet. Your social media followers select the best nominee. You could partner with a local radio or TV station to boost the contest’s reach. Contests and social media are a natural pairing, because participants usually ask

their friends to vote for their entry, which means that those people generally have to follow the brand’s page. Your social media audience widens without much effort on your part. Just be sure to review Facebook’s rules for contests before you promote yours. (Get up to speed at https://www. facebook.com/page_guidelines.php.)

Even though many people take vacations during the summer, they still follow their favourite brands on social media. Continue to connect with them through Facebook, Twitter, Instagram, Pinterest, or your blog. Be creative, have fun, and make sure your content is engaging so that your customers and followers will interact with you all year round. Rachel Levy Sarﬁn

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

July/August 2016 | CANADIANFlorist 13

Nurturing Your Shop’s Most Valuable Assets: Your People by Cavelle Martin

Of all the jobs I have held, working for the floral industry was by far one of the most rewarding. It’s also incredibly stressful. I spent two years as a customer service representative for a floral wholesale company before burning out. During that time, I was also diagnosed with Bipolar Disorder and Generalized Anxiety Disorder (GAD). Although mental health awareness is a growing topic of conversation, there is still much stigma and misunderstanding associated with mental illnesses; consequently, a lot of people don’t speak up about their internal struggles. We still have a long way to go but it’s not impossible to create a healthy, positive work environment.

pressure to maintain a good reputation with vendors within the industry—all while being there for your clients and employees, not only on a professional level but also emotionally, as they too have to navigate stressful life events. In order to stay on top of business and nurture creative talents, it is absolutely essential that you and your team remember to take care of each other and that should start with making the mental well-being of all involved a top priority. The Canadian Mental Health Association really puts things into perspective. Shop owners and managers, please note: •

Canadians spend $6.3 billion on uninsured mental health services and time off work for depression and distress not treated by the health care system.

•

20% of Canadians will personally experience a mental illness in their lifetime.

Allow me to help you turn off the auto pilot button. Let’s start by going over some warning signs that you or your employees may be burning out.

•

Almost one half (49%) of those who feel they have suffered from depression or anxiety have never gone to see a doctor about this problem.

The last thing you need is for you and your team to start dropping like flies during wedding season. I want to help you identify the signs that it may be time to take a deep breath.

14 CANADIANFlorist | July/August 2016

Anxiety/Depression Signs & Symptoms If you recognize even one of the signs below, please do not ignore it. Sleep Disturbances: Do you feel exhausted during the day or lie awake at night worrying about the next morning? Do you have disturbing, work-related dreams? It’s easy to brush it off as “part of doing business,” but the truth is you’re walking a fine line. Proper sleep is crucial to mental health. Try to stick to a sleep routine. Aim for at least 7 to 8 hours (I know, easier said than done...) When I experience insomnia, I like to listen to relaxation music to take the focus off the fact that I can’t sleep. At the very least, it puts the mind in a calm state. Muscle Tension: Tense muscles are common among those in the floral industry. Being a florist is not only mentally and emotionally demanding, but physical as well; so tense muscles can seem (again) like something that just comes with the territory. But it’s also a major sign of anxiety and depression. Pay close attention to muscle tension in the upper body. When you are anxious or depressed, it shows in your posture. Look out for a slumped neck or hunched shoulders. Tense muscles can also lead to more serious, physical injuries rendering you out of commission during the busiest times of the year. To prevent this, don’t be shy about having a little stretch session to warm up your muscles and get your blood flowing. Fear, Panic and Worry (For No Real Reason): These feelings can come out of nowhere – fast. If you don’t address the source, the feelings of dread only increase, which can lead to a full-blown panic attack. Whether real or imagined, when the brain senses fear, panic, worry or all three at the same time, don’t dismiss it as wedding season “craziness.” Your brain is now in “survival mode” and your body’s fight or flight response has kicked in. Chemicals like adrenalin and cortisol surge through the bloodstream, increasing your risks for maladies from obesity to a heart attack. Change in Appetite: Stress, anxiety and depression: the Bermuda Triangle for your digestive system. Some people will experience very little appetite under these circumstances. Others, like me, will turn to emotional eating for comfort. (Did I mention I have the metabolism of a turtle? I can look at food and gain five pounds.) You may experience further digestive troubles such as constipation or diarrhea so remember to stay hydrated and try your best to eat healthily and consistently. Many of you I know space out your meals too far apart—that is, if you even find the time to eat (guilty as charged)—so please make sure you nourish your body. Your brain and every part of your being will thank you for it!

Change in Weight/Yo-Yo Dieting/Eating Disorders: Mental stress equals body stress. It will affect your weight in one of two ways. You will lose weight or you will gain it. Either way, fluctuations in weight should be noted, especially if under normal circumstances your weight generally stays in a small range. If you are like me and find your weight constantly “yo-yoing,” it can signal that the mind is unsettled. Many times, struggles with weight and body image issues start in the brain. When the brain starts to obsess with things like the number on the scale, it takes away the brain’s very important job of being your personal command center. Eating disorders such as anorexia, bulimia and food addiction can result, especially if you already have a history of mental illness. It’s easy to forget that our brain is an organ that needs just as much proper nutrition as our heart or liver. A great way to help clear the mental clutter and assist healthy brain function is to journal your thoughts. Allow your brain to empty the mental “garbage” that’s floating around. (You may be relating to everything above, or you may still find yourself wondering where you fit into all of this. To get a basic idea of where your mental health currently stands, there is a quick and helpful test you can take on the Canadian Mental Health Association’s website (http://www.cmha.ca/mental_health/mentalhealth-meter). Now onto the fun part! Here are some easy, inexpensive ideas to show your employees you care. Positive Affirmation Cards: Be as creative as you want; all it takes is a piece of paper and a writing tool. Positive messages help snap the brain out of negative thinking patterns. Mirror, Mirror on the Wall: Chances are, you have had a moment at work when you needed a “time out” to collect yourself. There is not a whole lot of privacy in a flower shop so where would be the logical place to hide? Answer: the washroom, of course. Revisiting the positive affirmation idea, go ahead and post some in the washroom. Something like “Don’t worry, you got this!” or “You’re Beautiful!” posted on the mirror will be a nice touch. Florist First Aid Kit: What the heck is that? Well, it’s anything you want it to be! Pick up a little makeup bag and fill it with things that will help bring a sense of calm to you and you team when things get hairy. You could put some candy in there, Advil, some more positive affirmation cards, a stress ball, some tissues, trinkets… anything that you and your team would appreciate finding during trying days. Humour: There’s nothing like a few laughs during the day to help break up any negative energy that may be floating around the workplace. Why not get your funny on and dare to be a little silly? It could be as simple as texting your co-workers a picture of you making a funny face with the caption, “Why so serious?” Date Night: Go out on a group date! Have some dinner, perhaps a little wine, and enjoy each other’s company after business hours. This does not mean your employees have to be best friends, but it doesn’t hurt to remind each other that you’re all human beings. During wedding season, I recommend planning a “Yay, We Survived!” party as a way to stay motivated and celebrate all the blood, sweat and tears you pour into event after event. You could start a fund in January perhaps to save up for a grand fête. No matter how you show your team appreciation, don’t underestimate the power of doing little things on a regular basis. Treating each other well in the workplace is not rocket science and it doesn’t have to break the bank. Taking time to nurture each other can only result in growth for your business and your team.

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. Cavelle is the creator of “Mental Break – In Progress,” a blog she started in 2014 after being diagnosed with bipolar disorder, to help fight the stigma against mental illness.

July/August 2016 | CANADIANFlorist 15

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This fantastic arrangement from the Westbrook booth features a variety of flowers grown by Westbrook, and arranged by Derrick Foss, CAFA. AIFD, CFD

18 CANADIANFlorist | July/August 2016

Canadian Florist columnist Neville Mackay, CAFA, PFCI, WFC, enjoyed his time at CFBF by creating several unique and lovely designs in the Smithers-Oasis booth.

The Canadian Academy of Floral Art made a statement with this elaborate design featured in their exhibit.

Carolyn Nicholson, CAFA, and Joseph Delarge, CAFA, from the Canadian Academy of Floral Art demonstrated how to create profitable and unique floral designs.

July/August 2016 | CANADIANFlorist 19

More than Window Dressing Photos courtesy of Hayley Mills

by Michelle Brisebois

Writing an article for the floral industry extoling the virtues of visual merchandising feels a bit like offering Kim Kardashian advice on how to get noticed. It seems a bit … unnecessary? After all, florists make their living expressing themselves visually, so can’t they just apply the same design principles to create arresting window displays? Most florists readily acknowledge that a strong window display can drive consumer traffic but it’s curious that many floral retailers operate out of shops that have bare or bland showrooms. Is this a case of the cobbler’s children going barefoot? We spoke with Gregory Nato, director of visual merchandising for Duo Design, who’s created displays for brands such as Ralph Lauren, Macy’s, DKNY, Waterford Wedgwood, Victoria’s Secret and Rebecca Minkoff. He posited why florists often fall short in the art of visual merchandising. “It’s an industry that traditionally has viewed itself as a service provider,” he said. Although serving clients, be they brides, grieving families, or corporations, is a florist’s main focus, you need to interrupt, intercept and convert in-store shoppers too. A window display differs from a floral design in that you have access to a wider variety of props and more space to create a story, Nato said. Consider what you’re really selling: a lifestyle or an emotion attached to flowers. With that in mind, here are eight tips for creating impactful window displays. 20 CANADIANFlorist | July/August 2016

1. Create a merchandising calendar. Begin by deciding how many displays you intend to have a year. One window per season? One per month? Of course, you’ll want to ensure the missioncritical time periods are covered (i.e. Christmas, Valentine’s Day, Mother’s Day). Planning when you want new windows lets you see how the stories will flow one into another and encourages you to allocate the financial and human resources to develop the vignette ahead of the peak purchase time frame. Dan Ingrouville, owner of Bushel and Peck Display Service and a visual merchandising instructor at Sheridan College, suggests changing your windows in response to traffic patterns. “If you’re in an area where the same customers walk by every day, then you’ll want to refresh every two to four weeks,” he said. “If you’re in a tourist area where the traffic changes constantly, then every four to six weeks would be fine.”

2. Develop a budget.

5. Don’t neglect your backdrop.

Once you have your calendar, you can budget for your displays. You may choose to invest in professional help. With a little Google-stalking, you can identify local talent who will do the job for a fairly reasonable price. “Call the local colleges with visual design programs, as they have a list of students who’ve graduated and are doing design on a freelance basis,” Ingrouville said. You could also ask retailers whose displays you admire for the name of their designer. If you happen to catch people updating a store window at the mall, don’t be shy about giving them your business card and inquiring if they’d like to some side business with your window, Nato suggests.

If you look at the most impactful window displays, they have a backdrop behind the display, blocking the view into the store. If you don’t have a backdrop, your shop becomes a black hole that draws the eye away from the window. “You want the focus to be on the display and the story you’re telling with that display,” Nato said. The backdrop can be a large poster you have printed at Kwik Kopy with a short, catchy message. Solid colours work best for allowing the display to be the main attraction. “A 45-inch strip of broadcloth can work as an effective and inexpensive backdrop,” Ingrouville said. “A shot of colour will catch the eye and be truly arresting. A roll of fuchsia wrapping paper running down from floor to ceiling can create huge impact for a few dollars.”

When you meet with a prospective designer, present your story idea and then ask for a quote for the job, not by the hour. Expect to pay $250 for a day’s work from a new graduate or $350 from someone with more experience, Ingrouville said, adding that prices “can be higher if the window is large or the project is complex.”

3. SWIPE: Steal With Integrity and Pride Every time Get inspiration from other sources. We’re so lucky to have tools like Instagram and Pinterest to see great images of stunning window displays from around the world. If you register for Pinterest, you can create a board of pictures that inspire you, which you can refer to when you need the creative jolt. In either site, type in #windowdisplay into the search bar to find some inspiring examples. Nato recommends following Tom Van der Veer. It’s also worth looking to other industries, he said. Flip through some home design magazines and check out fashion retailers. Anthropologie is renowned for its window displays.

4. Collect props. When you see an interesting item at a yard sale or auction, grab it as a possible prop for a window display. Ladders, watering cans, vintage armchairs and nesting tables can all become an exciting vignette in your window. Having a war chest of interesting, inexpensive items will come in handy as you decide to build a display like you would a set in a movie or play. If you hire a professional window designer, they will likely have props or would be able to guide you as to which ones would be best.

6. Consider your lighting. Avoid fluorescent lighting, as it changes colour perception. Track lighting can hang overhead and be repositioned as needed to function like a spotlight on key areas. Keep the lights on at night, as they will make your display really pop and work hard for you to communicate after hours. “Illuminate inside out,” Nato said, adding that it’s worth investing in professional advice on what types of lights to install. “The wrong lighting can create a glare on the glass that turns it into a mirror, blocking the view inside.”

7. Unclutter. Channel your inner Coco Chanel who famously said, “Before leaving the house, a lady should look in the mirror and remove one accessory.” Chanel understood great design and the grace of simplicity. Keep your window design focused around the story you want to tell. “The typical customer has about 10 seconds at most to look at your window display and get the message,” Ingrouville said. If an item isn’t vital to the story, lose it. If your window is dirty, clean it. If you have stickers all over your window, get rid of them. Most customers aren’t excited about floral industry or chamber of commerce affiliations anyway. You don’t have to push someone else’s brand over your own.

8. Follow good design theory. “The human eye likes to travel in a triangular pattern,” Nato said, citing Leonardo DaVinci’s The Last Supper as an example. “Jesus’ head is higher than the others and the eye then scans left, then right.” Lines can be a very effective tool in telling a story, said Ingrouville. “Straight or angular lines connote strength, drive, regality and power,” he said. “Curved lines are more feminine, softer and tell a gentler story.” Retailers aren’t natural storytellers, which is why hiring an expert is a smart move. If you can’t afford a professional visual designer year-round, consider outsourcing for the big campaigns and handle the others yourself. Remember: strong window displays work hard for you 24/7. They interrupt, intercept and convert shoppers into buyers—not a bad day’s work for “decoration.” Michelle Brisebois specializes in retail strategies with experience in luxury goods, restaurants, financial services, and ecommerce. She currently manages Trius Winery and Direct to Consumer for Andrew Peller Limited in Niagara on the Lake, Ontario. July/August 2016 | CANADIANFlorist 21

Why You Need Delivery Confirmation by Abby Driver Weâ&#x20AC;&#x2122;re in an era of change. As businesses undergo digital transformations left, right and centre, customers are gaining more power. A 2015 report highlighted this shift of power from business to customer with its survey findings: 72 percent of businesses cited improving customer experience as a top priority. Customersâ&#x20AC;&#x2122; expectations are rising. And when they are not satisfied, they can let you know publicly in 140 characters or less.

22 CANADIANFlorist | July/August 2016

One thing florists can instantly do to boost customer satisfaction is to offer a delivery confirmation service. Rick Rivers, one of the speakers at this year’s Canadian Florist Business Forum (see p. 6 for coverage), is adamant about offering customers this information. “People want to know that the flowers arrived on time and what happened to them,” he said. “When people place a floral order they always wonder until that call, text or email comes about getting the flowers.” Often, recipients will snap a photo of their flowers — or at least jot off a thank you text. But in the chance that they forget to do so, it’s important that the buyer gets confirmation from the florist. Rivers’ software of choice? Call Em All — an automated messaging service that can send bulk text messages. In addition to informing customers their order has been delivered, Call Em All is a useful tool to broadcast your specials or send holiday reminders to his customers. “I have only used it for MD [Mother’s Day] or VD [Valentine’s Day] as a personal message marketing campaign to bring awareness or orders in,” he said. “It worked really great for VD.”

Texting vs. Email If you’re currently debating whether to offer an email- or text-based service, perhaps these statistics from Rivers will help you decide. More than 94 percent of his text alerts are read; his email marketing messages, on the other hand, “20 percent — tops,” he said. “Today, everyone — and I mean everyone, young or old — has a junk email account and a personal account. Example: Bed, Bath and Boring will never get anyone’s really good account, because they abuse the privilege of the email process.” Raise your hand if you ever unsubscribed or blocked a retailer because they sent you too many promotions.

Results Time Rivers said his customer service points “are climbing at a good pace,” which converts into new accounts. “The average florist will lose at least 20 to 25 percent of customers a year due to various forms of attrition, including moving and deaths,” he said. “So we have to grow every year by that amount. With the cost of new customer acquisition climbing to over $100, it only makes sense to have a good referral system in place and this aspect of service does that.” It’s worth bearing your demographics in mind when debuting such a service. Rivers has found that his younger customers love texting, whereas the older crowd requires a little persuasion. “Right now we don’t push it hard, [but we] would like to be at 100 percent or as close as we can by end of summer,” he said. If you have big commercial accounts, Call Em All is definitely worth considering —Rivers acquired three such clients last year because his confirmation service made them feel well cared for. As a result, Rivers thinks such technology will soon become an industry standard. “I can see it as mandatory very shortly,” he said. “We can’t allow people to call our stores and give us $50 - $75 or whatever, and then wonder what happened. Think of Fed Ex or UPS — we would never stand for this.” If you’re interested in trying it out, you can sign up on the website (https://www.call-em-all.com) and receive 25 credits to get started. After that, you can either buy more credits or sign up for a monthly package, which increases with the number of phone numbers you use. Rivers said this allows businesses to “start out small and grow with it.” If you’re slightly wary about this new technology it might help to recall your start with email marketing. “There is a learning curve,” Rivers said. “You add your names or have them pasted in. It works a lot like email marketing, but automated.”

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

The takeaway message is that customers have become so accustomed to having their email addresses spammed that they regularly ignore emails perceived as junk. Text messages, on the other hand, still seem “real” to customers. You can further improve the service by personalising the message. We love Rivers’ example: “Your flowers have arrived to Beth ... you made the office jealous!”

July/August 2016 | CANADIANFlorist 23

Photos courtesy of Floranthropie

Flower Power

Nonprofit Delivers Smiles to Lonely Seniors by Thao Nguyen Christine Law, a banker in Montreal, was not unlike her peers during her teenage years. She loved spending time out with her friends. But when she returned home, her grandparents would be waiting with a freshly baked cake. The trio was very close. Their favorite activity was having breakfast at 6 a.m. When her grandmother passed away unexpectedly, Law gained a greater appreciation for how precious a relationship she shared with her elders. “I tried to spend time with my grandfather as much as possible because I enjoyed his company and I did not want him to feel lonely,” she said. That period of her life profoundly changed her. Now, when she walks around in a park, she notices many elders sitting alone. “I realize that all they need is a small attention to brighten their day,” she said. Relating social isolation in elders with her personal story, Law was determined to start something big. A part-time singer, she started noticing large amounts of flower waste from special events. One night, while on stage singing at The Orchid Ball, a benefit for Montreal’s

24 CANADIANFlorist | July/August 2016

Young Chinese Professional Association, she had a revelation: let’s recycle all these beautiful flowers. She had no idea initially what she could accomplish, but she trusted her instincts. Slowly, pieces of the puzzle fit together. She saw an opportunity where flowers could be used as a tool to approach and open a conversation with the elderly. Following that event, she started talking to friends and family about repurposing flowers as gifts for lonely seniors. A close friend mentioned she was getting married and generously proposed donating her wedding flowers to someone who could enjoy them after her big day. In the process of collecting the flowers, Law noticed two other weddings at the reception hall and decided to ask the brides and grooms in the other ballrooms if she could have their flowers. She explained what she had in mind. To her delight, they said yes. The very first flower delivery, to a retirement home, occurred the next day, in October 2014. The first recipient was, indeed, surprised, and actually thought someone knocked on the wrong door. “What beautiful flowers… but I did not order them,” she said. With a big smile, the volunteer explained that the bouquet was a gift for her from newlyweds. Floranthropie merges two beautiful words: floral and philanthropy. The idea is to reduce social isolation in the elderly population through recycled flowers from flower distributors, weddings, corporate events, and memorial service centres. It is a nonprofit in the process of becoming a charity that brings smiles to people in need through the therapeutic effect of flowers. A socially responsible organization, Florathropie reuses everything it receives and composts any flowers that cannot be reused. We collect vases and mason jars of all shapes and sizes donated by the community. We are affiliated with different community centres around Montreal where people can drop off vases and jars. During our visits, we take the time to educate our elders on how to take care of the flowers we bring them. It’s one more way for us to create a connection with them. We gather volunteers from all ages to participate in different activities such as sorting flowers, decorating vases, making arrangements, and delivering them. The goal in all of these activities is creating an intergenerational interaction around a floral theme. We always have to act quickly since flowers are perishable goods.

We receive great feedback from recipients and volunteers alike. We personalize the experience as much as possible, addressing each recipient by name and sharing contact information so everyone can stay in touch. “My experience with Floranthropie brought me to another universe: the one where I do volunteer work and bring smiles to lonely people,” said Claire L. “The art of arranging bouquets, being able to chitchat and see the smiling faces while we were distributing flowers made me want to continue volunteering. It was a nice experience with the Piero-Corti residence, the residence I live in. The residents are still talking about it.” Pauline, a recipient, said, “It made me feel very special when I get surprises like that beautiful bouquet. It makes me smile ear to ear. Thanks a lot and God bless.” This is our raison d’être: to bring tremendous amounts of joy to all those involved in the process be they a flower donor, a volunteer, a recipient, or a health professional. With the help of more than 150 volunteers, we have delivered 3,000 bouquets delivered in more than 20 residences. This also means Floranthropie has collected about the same amount of vases donated by the community. We are very thankful to the continuous support of Montreal residences, as they allow us to continue our mission to bring happiness to more seniors. Our immediate goals are to purchase a truck for deliveries and to find a permanent location to store donated flowers and vases, to be able to continuously share our mission through flower distribution. For more information, visit floranthropie.org.

Thao Nguyen is the social media coordinator for Floranthropie.

July/August 2016 | CANADIANFlorist 25

How to Hire the Best Designers by Tim Huckabee

To follow my last column on hiring new sales staff, I want to give my best answer to the often-asked question, “How can I land a good designer?” They’re out there; trust me. You just have to know where to look and which questions to ask.

Notice that I set the tone by telling them what to expect and scheduling the interview at my convenience, not theirs. Equally important, I telegraphed the idea that I don’t want to sit and look at their designs on a Pinterest page; I want to see them in action to determine their skill set, speed and ability to copy the shop’s signature look.

Let’s start with where you are advertising for your position. Though I am a big fan of the local newspaper, you have to think nationally and post your ad with online agencies. Let’s be real, we work in a close-knit industry and even in a big city like Vancouver, it’s inevitable that designers have worked their way through all the shops — and you don’t want to hire someone else’s “difficult employee.” Spreading your search across the country opens you up to many more opportunities.

When the applicant shows up, pay attention to the little things. Did he arrive on time? If he can’t do it for an interview, he probably won’t as an employee! Did she bring her tools, as you asked? If not, she’s not good at following directions and who wants that type of staff member?

Now, let’s think about how to word the ad to attract the right person for you. Here’s a good example. Busy retail florist seeks designer with at least 3 years of experience. Must be able to work with all design styles and follow recipes. We are just as concerned with great design as we are with staying on budget! Hours are XXX and earnings potential to $YY per hour. If you are team player and QUALIFIED, please email your resume and references to retailjob1016@ gmail.com. (Set up an email address specifically for the job, using a personal detail like your birthday.)

Finally, a picture (or in this case, an arrangement) is worth a thousand words. What does your applicant’s work look like? How quickly was she able to fill the four orders? Did he follow the directions (no fragrance, all yellow)? Be critical of the design. Did the applicant take the time to look at your shop style and replicate it, or was he designing in ‘his own style’? What about waste — how much useable product was pitched on the floor? (This is a good indicator of how much the designer is thinking about the bottom line for the shop). There are other topics to discuss: How does she feel about filling wire-service orders (if your store fills them)? Does he have basic computer skills? (He can learn your system later). And how well does she take criticism? This last question is so important because I have seen too many managers and shop owners held captive for fear of an emotional breakdown by telling their designer with 400 years of experience (and 13 different accreditations after their name) that the arrangement just didn’t make the grade and needed to be reworked! Finally, there is the intangible factor of personality – do you think, albeit based just on the interview and your conversation with her references – that she’ll fit in with the dynamics and personalities of your team?

Take a critical look at the resumes as they come in to ensure that the candidates are indeed qualified. Too many people are self-branded artists and figure they can learn floristry on the fly! Then reach out to set up an interview. BUT when you are setting that appointment, tell them what to anticipate:

There’s a lot to consider but remember that you’re making an investment in your company when you hire someone new, not just filling a position!

“Hi, this is Tim calling from Tim’s Flowers. I received your resume and would like to schedule an interview to meet you and talk about your experience. Please bring your tools and be prepared to create 4 arrangements and discuss your background. I have two openings on Tuesday. Would 9 or 1 be better?”

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.

26 CANADIANFlorist | July/August 2016

Join the next LIVE webinar with Tim, Flower Shop Secrets, on WED JUL 13. Register at www.floralstrategies.com

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Floral Management Magazine and SAF

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For almost ten years FloristWare has been the choice of florists that want to be succesful and enjoy the flower business on their own terms. Florists that don’t want the high costs and complications that come with wire service systems. Florists that won’t settle for the limitations that come with other independent POS systems. Please call us at 888.531.3012 today.

July/August 2016 | CANADIANFlorist 27

cARE & HANDLING

By: Gay Smith

HELP YOUR SUMMER BLOOMS LOOK ‘HAUTE’ Photo courtesy of Camflor

Summer harvests offer many flower selections outside the traditional greenhouse crops and provide design opportunities that fall into the “cottage look” category. Many summer blooms, grown locally because they don’t fare well under the rigors of longdistance transit, offer the aesthetic of casual designs. Though these designs may look carefree, summer blooms fare best with a two-step handling process. Maximizing vase life requires a few simple changes. Before throwing in the towel, feeling frustrated that treatment specifics are confusing and tedious, let’s examine why handling techniques considerably improve flower longevity. And let’s not forget: vase life is the unequivocal measuring stick consumers use to evaluate flower quality.

Marketing 101 (A Digression)

In the 70’s and’80’s, we called blooms grown outside of greenhouses “field crops”. But once the Dutch opened up the North American market, field crops morphed into “summer flowers” offering buyers and consumers a more elegant image—along with higher prices, too! Limited availability adds to the panache of summer blooms. Year-round availability is convenient for florists, but robs blooms of a certain distinction with consumers. Zinnias in October and dahlias in March feel wrong somehow!

28 CANADIANFlorist | July/August 2016

What’s so different about summer flowers?

A few characteristics stand out. Generally, foliage on summer flowers is not terrific. Think of sunflowers, asters and rudbeckia. It’s soft and often deteriorates far faster than the blooms. Generally, growers strip off foliage about one-half to one-third of the stem length to keep it above water level and to prevent water contamination. If working with stock, make sure to cut off all roots before placing stems in water. Roots are left intact as a means of “adding” length to the overall stem, not as a way to improve water uptake. Cut stage (bloom readiness) is critical too. Unlike carnations and chrysanthemums, many summer blooms require a more open cut stage for full bloom development. Zinnias must be fully developed before cutting, dahlia buds must have petals pushing open and peony buds must be marshmallow soft. A general rule of thumb is: the longer a bloom is left on the mother plant prior to harvest, the longer the vase life because there is ample time to build up carbohydrate reserves through photosynthesis to ensure blooms open and hold. Clematis, a flamboyant newcomer to the cut flower scene, fares best when first treated in a hydration solution like Chrysal Professional 1 or Floralife 100. Its skinny stems require a boost to turn on flow. Let stems drink 4-8 hours before designing to ensure stems stay turgid. Treat veronica in the same way so the flower spike stands tall. As with all flowers, always use sharp, clean tools and clean buckets when processing. Avoid pouring old solutions together when consolidating displays and always top up vases with fresh flower food (not tap water!) Finally, temperature management is important. Many summer blooms have a high ratio of petal surface area to leaf surface which means blooms lose more moisture than they can absorb if left out of water for extended periods. Cooling slows the rate of transpiration, so get blooms into the cooler as soon as they are delivered (even if flowers are not in water) rather than letting them sit in the back room until the first delivery run goes out. Better yet: pre-chill processing buckets the day ahead of delivery for fast solution uptake. The proper cooler setpoint, for most flowers, is 2-4 C; zinnias fare better at 7-10 C.

Summer Flower Bits and Bites Dahlias, arguably the most flamboyant flowers of all species in the Asteraceae family, are hot. They are Mexico’s national flower, as well as the flower mascot for Seattle. Cornflower, scientifically known as Centaurus cyanus, is native to temperate Europe. It has been present in the British Isles as an ancient introduction since the Iron Age.

Treatment considerations:

Because summer flowers are field grown, they have soil splash, germs, bugs and disease spores clinging to stems. The field condition is dirtier than greenhouse conditions so the first necessary drink when these beauties arrive at your store is chlorinated water. Use professional gerbera pills — not a splash of bleach in the bucket — as their slow release chlorine checks contamination up to two or three days rather than six to eight hours. One pill per gallon is sufficient.

Zinnias, available in every color except blue, are also native to Mexico. Although the flowers did not impress the conquistadors who called them mal de ojos (sickness of the eyes), seeds made their way to Europe in the 18th century, where a German medical professor named Johann Gottfried Zinn named them. Amaranths is one of the oldest grain crops in the world. The sunflower, the state flower of Kansas, is native to North America, but was commercialized in Russia before finding its way back to North America.

Another reason a two-step procedure is recommended for summer blooms like dahlias is because they bleed organic juices when cut — creating a juice-bar for bacteria explosion. Bacteria plugs stems and stops flow through tissues, resulting in drooping blooms. Sunflowers, zinnias, amaranths, gerberas, celosia, and corn flowers have rough, hairy stems that attract bacteria like sugar does ants. After the slow-release chlorine drink, use a flower food to supply glucose for bloom opening. A holding solution (Chrysal Professional 2 or Floralife 200) or a vase solution (Chrysal Professional 3 or Floralife 300) both give buds energy to develop and stand tall to the end. Regardless that vase life potential varies from species to species, a flower food, prepared according to directions, maximizes the inherent genetic road map. Gay Smith is the technical consulting manager for Chrysal USA.

July/August 2016 | CANADIANFlorist 29

Ask The SEO

3 Essential Steps for Local SEO Every Florist Can Do

BY: Ryan Freeman Florists generally understand the benefits of ranking higher on Google, but most shop owners I speak with are (understandably) puzzled by the process. While local search engine optimization is both technical and artistic in nature, you don’t need to be a digital marketing whiz to achieve higher rankings on Google. There are many factors that influence local SEO, but here are three essential pieces to the puzzle that will help build your strategy. When you’re focusing on growing your business online, these are the most important categories to focus on for best results:

1. Claim Your Business Listings

One of the very first steps to enhancing your online presence is to claim your business listings. This allows you to control what information appears when people search for your business (such as phone number, street address, hours, website URL) and makes you appear more credible . Claiming your listing with Google My Business is easy, and there are step-by-step instructions to follow to help you get the job done (http://cfmag.pub/gmb). Keep in mind that there are other directory listings that will need your attention. Other than Google, you’ll want to keep an eye out for your business listing on websites such as Yelp, Foursquare, Bing Places, 411.ca, Yellow Pages, and even a Facebook business page. Once you claim your business listing(s), be sure to entirely fill out the profile and add photos of your storefront, staff, and anything else that is deemed relevant. It is essential that you use exactly the same business name, address, and phone number for each listing. Even something as simple as leaving off the “Inc.” in some listings will cause a mismatch. It’s important to maintain a presence on listings that allow customers to leave reviews—which leads us to the next essential puzzle piece for local SEO.

2. Manage Your Online Reviews

According to a survey conducted by Dimensional Research, online reviews influence 90% of people’s buying decisions. A messy online reputation can lose leads and sales, and send customers directly to your competitors. Take the time to respond to online reviews on various platforms, whether those reviews are positive or negative. You don’t necessarily need a lengthy response; simply acknowledge that

30 CANADIANFlorist | July/August 2016

you’ve seen the customer’s review and announce that specific feedback will be delivered to an appropriate contact. Don’t sweat the occasional bad review; just react with class, and take heart knowing that it actually helps your authenticity. No real business gets five stars 100% of the time, so a few lower ratings just proves your reviews are legit.

3. Upgrade to a Mobile-Friendly Website

One of the last essential pieces for local SEO is having a responsive website. If you were at the Canadian Florist Business Forum this year, you know that Meagan Tanner from Google spent much of her talk discussing the centrality of the mobile device to our consumer’s life and behaviour. These days, the number of people who search via mobile device greatly outweighs those who search via desktop or laptop, and to get their business, you’ll want to be sure that your website is easy to view and navigate. Just a few years ago there was only one company offering florist websites with responsive design for mobile users. Now there are several independent options including Strider, epicFlowers, and Flower Shop Network. There’s no excuse today for not having an awesome website that is very mobile friendly. Above all else, be sure that your contact information is easy to find. This will allow customers to call your business directly from their phone or use a mobile mapping service to visit your storefront.

Got More Questions About Local SEO?

Business owners have a lot of questions about online marketing. There’s also a lot of information available – some good, most not so much. Visit https://CanadianFloristMag.com/ask-ryan/ to ask your questions about SEO, ecommerce, AdWords, or anything else related to florists and the Internet. Your question could be the basis for our next column!

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

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n my last tour through the UK, I had a free afternoon and, upon seeing a big sign outside Marks and Spencer’s advertising afternoon tea with scones and triangle-cut sandwiches, I decided to treat myself. After standing in line for what seemed like forever to get my indulgence, I was informed that they do not in fact offer this service. I promptly had a fit, and went for the manager (Poor bugger!). By the time I was done removing the FOUR posters advertising this blatant LIE, he apologized and off I went, sadly with no tea or triangle sandwiches. Who among us hasn’t gone into a store to get that little number in the window, only to find out that it’s either “display only” or “sold out”? Well, when this happens, we get a sour taste that cannot be washed away! I was in an upscale mall looking for a smart frock for my David, when a lovely ensemble caught my eye in the window of a store that rhymes with “yuck.” In I trotted, only to be told (by a far too thin, over-processed, and clearly entitled young lady) that it was only for display AND that it would never begin to fit my body anyway. Well, all I can say is that she will not soon forget me. Both of these real-life experiences could have and should have been avoided. But we in the floral industry are just as guilty, so don’t sit there all smug and sure of yourself just yet! Be honest: Do you have an old Christmas cactus, African violet, or nearly dead orchid plant in your windowsill, hoping it will miraculously re-bloom and be a money-maker? Look, I know it happens. I have been in shops and yanked old plants from their displays, and won’t apologize for it. You get one chance at a first impression, so unless you run some sort of hospice for terminal plants, put unsellable product out of sight! Gosh, that annoys me. There are several different types of merchandising, but let’s talk about these specifically: functional, impact, impulse, social, and personal. Functional displays are those used daily, like how we display flowers in our fridges, and plants in the store. These displays must always look great, as this is generally where a lot of your income comes from. Cleanliness, filled buckets, and re-stocked shelves (even if it’s with decorative vases) are key to the success of functional displays. I HATE to hear, “I’m sorry for how it looks…blah blah blah…” because

by Neville MacKay a) it shouldn’t ever look bare or sloppy (They never are without a full pot of coffee at Tim’s, so why leave an empty bucket in the fridge with crap all about?) and b) thanks for impressing the negative image in my mind. Real smart. Take the 14 seconds (time how long 14 seconds is) to pick up a leaf or run off with a bucket. It won’t kill you, honest, it won’t. Impact merchandising stops you in your tracks and makes you want to venture in the store! (Like that smart jumper I wanted so badly at that friggin’ store…) Use displays to draw the eye to the spot where the action is! You know what is a great thing to have in your store to slow people? A mirror! Yup, we are a vain bunch and most all will stop and have a look in a mirror. Also, people tend to turn left, so “guide” your customers to a quieter area with displays and pathways. Impulse merchandising is what we do at our counters, with cards and other small nifty things. People tend to buy a little more when offered add-ons at the end of their purchasing (like the chocolate bars and packs of gum at the grocery shops). This is a great way to sell all sorts of goodies that otherwise may be missed, so make room! Make your social media arsenal a strong one, and you’ll see a lot of return with little effort! I’m forever posting photos of our store, our work, or special events we are involved in. (Did you see what I did for AIDS Nova Scotia?) I am often overwhelmed and thrilled at the response we get from this sort of merchandising. One last thing I want to talk about. This can be a bit touchy, but it’s important. You know, you only get one chance at a first impression, so don’t mess it up. If you look like you should have a dabber in hand, waiting for the caller to shout “B-7,” then go to the bingo, and not to work. Wash your hair (if you’ve got it!) and wear something presentable so people will know you actually work at the store. Also, think about how you sound on the telephone, for goodness sake! I have called places and hear gum smacking, people with that “who cares?” attitude, and all sorts of atrocities. We are the best (and worst!) forms of merchandising out there, and often how we look or sound personally will determine the outcome before it even starts.

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 CANADIANFlorist | July/August 2016

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