mercury messenger May 2016
The Perfect Pair FTD and Hallmark Partner to Delight and Inspire PG. 2
FTD Debuts New Rewards Program PG. 4
Smith Floral & Greenhouses Celebrates 100 Years with FTD PG. 5
The FTD速 Happy Moments Bouquet by Hallmark (HMJp) DSRP $7499
what's new
Letter from Tom
A Perfectly Picked Partnership FTD® + Hallmark
Dear FTD Florists, As I travel and spend time with members, I consistently hear messages of optimism. Sympathy, weddings, corporate events and online orders are all providing opportunities for growth. Members also tell me that they are seeing higher consumer retail prices, which is certainly a positive sign.
Since 1910, Hallmark Cards and FTD have been making all of life’s milestones more memorable and special occasions even more special. Now we’ve joined forces to partner on an exciting new collection of bouquets that are sure to boost demand and sales among customers looking to build, strengthen and enhance their families’ and friends’ emotional connections and celebrations. Each of the Hallmark codified exclusive arrangements will feature a unique tag with a heartwarming message created by the expert greeting card writers. The collection of everyday designs will launch on FTD.com in June.
That said, the floral marketplace remains challenging and highly competitive. I encourage all of you to market your local business, explore avenues to reduce your flower costs and leverage Mercury technology to become more effective and efficient. I hope that you’re taking advantage of all of the programs and solutions available to you as an FTD Member Florist. We’re excited to announce that the FTD Co-op Advertising program is back by popular demand for 2016 (learn more about this opportunity on page 3). If you’re looking to expand your marketing reach but find there aren’t enough hours in the day, give our Market for You program a try. We are excited to offer terrific new products, including the Hallmark collaboration, and an average order value north of $70. Member florists who are codified for FTD exclusives, minimize order rejects and focus on quality will also position themselves to receive more orders and, hence, more potential customers. Remember, most if not all orders have a cost to them (including local orders) and all florists can make a net profit on incoming orders from the FTD network. Beginning in June, all FTD members will automatically enjoy the benefits of our new and exclusive FTD rewards program (learn more on page 4). Last but not least, if you’re not already utilizing Mercury Point of Sale, give our team a call at 888.205.7225 or contact your local FTD Technology Sales Consultant to learn more. Despite the challenges and change in our industry, it’s inspiring to see our members adapt and overcome. We’re excited to share a profile on Smith Floral & Greenhouses in Lansing, Michigan. This family owned and operated store has been in business for 113 years, 100 of them as an FTD member, and is still going strong! We look forward to helping you take your business further!
Contact your FTD Marketplace Representative at 800.767.4000 to place your order today.
Each unique gift tag is designed by Hallmark greeting card experts.
get inspired by the Mercury Messenger Blog FTD is excited to announce the new Mercury Messenger blog, which we created to delight and inspire FTD Florists and the floral community. The blog will feature content from industry floral experts, FTD team members and other business professionals. Readers will discover the newest trends, business-building ideas, tips from industry veterans and more. Bookmark the new Mercury Messenger blog at blog.FTDi.com.
2
Executive Vice President Florist Division
Top: The FTD® Peace, Comfort and Hope Bouquet by Hallmark (HMW) Bottom: The FTD® Love Bouquet by Hallmark (HMA) TM
celebrating A Bright and Beautiful Valentine’s Day
B
C
E
F
A. At Always In Bloom in Spring, TX, designer Perla Rodriguez crafts a red rose bouquet. B. At The Flower Company in Palm Desert, CA, FTD Field Business Consultant Scott Maynard poses with owners Lizbeth and Maggie Meza in front of the store’s festively painted front window. C. FTD Field Business Consultant John McCormick poses with shop owner Sharon Paulsen at Luv‘n Stuff Flowers in Portland, OR. D. Designer Rachel McPhee puts the finishing touches on a Valentine’s Day bouquet at The Flower Cart in Scottsdale, AZ. E. Owner Deb Deieso, Lindsay Myers, Lauren Miller and Melissa Valencia of Fresh Bloomers Flowers and Gifts, Inc. in Mesa, AZ, gather in front of their store. F. FTD Field Business Consultant Al McCann joins Dustin Issi and owner Rae Ann Martin at Blooms of Elegance in Newton, NJ.
Co-Op advertising returns Leverage the FTD Brand and Receive Up to $2,500 Back by popular demand in 2016! FTD’s Co-op Advertising program helps member florists build local brand awareness and drive sales. When you feature the iconic Mercury Man logo in your advertising, we will reimburse you 50% up to $2,500 ($3,000 Canada) in a calendar year.
What's Eligible? Television (cable and broadcast) • Radio • Newspaper/Magazine Direct Mail/Inserts/Catalogs • Billboards • Digital Media Vehicle Graphics • Awnings/Permanent Signage
For more details and to submit a fund request, go to FTDi.com/CoopAdvertising. 3
Freshly Bloomed Blooming in June: A New FTD Rewards Program FTD is always looking for ways to increase the value of your membership. We are thrilled to announce that a new FTD rewards program will debut in June. This loyalty program was designed to reward you for your purchases each month and help you save money on your number one cost of goods, flowers. All FTD Member Florists are automatically enrolled in this new program. Each month, you will earn one point for every dollar spent on purchases made through FTD, including membership, products and services. You will also earn three points for every dollar spent online at FTDFlowerExchange.com. Accrued points can then be redeemed toward the cost of flowers purchased online through the FTD Flower Exchange. For complete rules and guidelines, please visit www.FTDi.com.
Earn Points on membership
Earn Points on PROducts
Give your career a boost: Register now for FTD Webinars FTD’s webinar series is a collection of FREE educational presentations available online to help you increase your sales and profits while reducing costs.
Building an Integrated Marketing Plan Presented by Tina Coker AIFD, FTD Education Consultant
Tina Coker AIFD
Maximize Your Merchandising Potential Presented by J. Keith White AIFD, FTD Education Consultant Tuesday, August 16, 2016 5 pm ET/2 pm PT The way your products are displayed needs to continuously evolve. During this webinar, you’ll gain firsthand J. Keith White AIFD knowledge on how to maximize your purchasing and merchandising possibilities. You must view this webinar to enter our popular Makeover Magic contest!
Register at FTDi.com/FTDUniversity. Missed a webinar? A library of webinars is available 24/7 at FTDUniversity.com for FREE. Each session is recorded and postedfor future viewing.
4
Register Now for FTD Boot Camp Sharpen your design techniques and learn branding and marketing basics at FTD Boot Camp. This fun and informative three-day workshop is led by FTD Education Consultant Ann Jordan AIFD and was designed to help drive local business to your shop. FTD Boot Camp is consistently rated the top FTD education course by attendees!
Save $100 Early Bird rate valid through June 1
Tuesday, June 21, 2016 5 pm ET/2 pm PT Discover the ins and outs of creating a successful marketing plan and learn a simple formula to ensure your efforts are profitable.
Earn Points on SERVICES
When: August 1-3, 2016 Where: FTD Headquarters Downers Grove, IL
Learn more and register at FTDi.com/FTDUniversity.
Florist spotlight
FTD® CENTURY AWARD
100 Years
Celebrating a century with FTD
Smith Floral & Greenhouses Smith Floral & Greenhouses, located in Lansing, MI, has been in business since 1903 and an FTD Member Florist since 1916. The shop maintains an extensive inventory of fresh flowers, plants and gifts to delight customers. Owner Karen Smith spoke with FTD about the secrets to the shop’s success.
What advice do you have for florists looking to attract new customers? Be open to change and the changing needs and desires of your customers. We are still looking at ways to improve our services to our online customers. The larger your customer base, the more versatility and flexibility you need to have in your products and services. How do you try to set yourself apart from the competition? We like to think that our experience and our reputation help us stand apart. We are by far the oldest and largest full-service floral shop in our community and we have second and third generations of some families who are Smith Floral's robust offerings include both greenhouse items and colorful bouquets.
Congratulations on your 100th anniversary with FTD and 113 years in business! To what do you credit your shop’s longevity? We have been a family owned and operated business since 1903. We take great pride in our work, and excellent customer service and satisfaction are goals we strive for daily. Our participation in community events and activities has helped us maintain a good, strong community reputation.
our customers. In fact, it is not uncommon for us to be doing the wedding flowers for a bride whose mother and grandmother had their wedding flowers designed by our staff! We consider that to be the ultimate vote of approval. Are there any current floral trends that really excite you? We are really enjoying
Can you tell us a little bit about your shop’s leadership?
incorporating succulent plants
The business was started by my husband's grandfather and
including bridal bouquets.
uncle, and his father ran it until his death. My husband managed it for the last 35+ years, until his passing last summer. What made you want to become a florist? Have you always worked in floristry? I have always admired floral arrangements, and do have something of a green thumb. I worked in state government for 33 years prior to my retirement and after that began working in the family business to help out using some of the skills I acquired working in communications.
into some of our arrangements,
It is not uncommon for us to be doing the wedding flowers for a bride whose mother and grandmother had their wedding flowers designed by our staff! We consider that to be the ultimate vote of approval. Karen Smith, Smith Floral & Greenhouses
What do you enjoy most about being a florist? Meeting people and sharing our history with them. Recently we expanded into growing produce, and I thoroughly enjoy taking people on tours of our greenhouses and sharing our family history with them. I also like working with children and helping them learn about the value of growing food and flowers.
5
What do you value about your partnership with FTD? FTD helps keep us connected to the industry and to other floral shops who share our values.
Education
& Events
FTD is proud to sponsor dozens of state and national association conventions and education programs each year. Our mission is always to support our florists and help them succeed by sponsoring continuing education and promoting lifelong learning.
3-5 June
Florida State Florists’ Association Convention
St. Augustine, FL Florida State Florists’ Association www.floridastatefloristsassociation.com Featured FTD Design Program: “Design in Designs” presented by FTD Education Consultant Randy Wooten AIFD
3-7 July
AIFD National Symposium
Orange County, CA American Institute of Floral Designers www.aifd.org Featured FTD Design Program: “Remembering the Magic” presented by FTD Education Consultant Jacob McCall AIFD
16-17 July
Texas Floral Forum
Boerne, TX Texas State Florists’ Association www.tsfa.org
14
29-31 July
WesTexas New Mexico Florist Association Convention
Midland, TX WesTexas New Mexico Florist Association Jane Terrell 800-996-2812 Featured FTD Design Program: “Jubilation” presented by FTD Education Consultant Randy Wooten AIFD
Kentucky Florists’ Association Convention Lexington, KY Kentucky Florists’ Association www.kyflorists.com
12-14 August Tennessee State Florists’ Association Convention
Franklin, TN Tennessee State Florists’ Association www.tennesseestatefloristsassociation.com Featured FTD Design Program: “Not So Traditional Holidays” presented by FTD Education Consultant Jacob McCall AIFD
August
North Carolina State Florists Association Convention
Cary, NC North Carolina State Florists Association www.ncflorist.org
19-21 August
Arkansas Florists Association Convention
Hot Springs, AR Arkansas Florists Association www.arflorists.org Featured FTD Design Program: “Today's Bride” presented by FTD Education Consultant Randy Wooten AIFD
Check out the 2016 education and events calendar at FTDi.com/FTDUniversity.
23-24 July
Oklahoma State Florists’ Association Conference
Stillwater, OK Oklahoma State Florists’ Association www.osfa.org Featured FTD Design Program: “The Life of the Party” presented by FTD Education Consultant Ian Prosser AIFD
Mercury Mobile Adds Delivery Confirmation Capabilities In July, FTD Mercury Mobile will roll out delivery confirmation capabilities designed to enhance customer satisfaction and quickly resolve delivery questions. In addition to on-the-go access to the Mercury Dashboard, Mercury Mobile users will now benefit from a recipient signature and picture capabilities. Delivery signatures Delivery signatures allow drivers to capture recipient signatures right on their smartphones with either a fingertip or stylus.
CONNECT WITH US www.FTDi.com | 800.788.9000 facebook.com/MercuryNetwork instagram.com/MercuryNetwork YouTube.com/MercuryNetwork
Delivery pictures Delivery pictures can be taken to document an order’s delivery location as well as its condition upon delivery. These pictures are automatically uploaded to the Mercury system and can be shared with customers if you choose. Latitude and longitude are also included with the image to confirm the exact delivery location. Current Mercury Mobile users will automatically have their systems upgraded to include these features. To learn more about Mercury Mobile and other Mercury Technology tools, please visit FTDi.com/mercurytechnology.
6