SUMMER 2021
SUCCESS GUIDE
TREND REPORTS
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ASK A FLORIST
TELEFLORA'S DESERT SUNRISE BOUQUET TEV55-6
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TOP 10 BEST SELLERS
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SOCIAL MEDIA
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CALENDAR JULY: 01 CANADA DAY 04 U.S. INDEPENDENCE DAY 08 FLOWERBUYER AUCTIONS 16 BUY THE BUNCH
Run every Monday, Wednesday, and Friday. Save on flowers this summer.
Use Buy the Bunch for small summer orders with Flowerbuyer.
18–24 MAKE SOMEONE SMILE® WEEK 20 CODIFICATION CUTOFF
Codification cutoff for Grandparents Day, Halloween, Fall, Thanksgiving, and Christmas.
23–25 VIRTUAL HANDS-ON CLASS
AUGUST: 05 GET FLOWERS FAST
Order Flowerbuyer Priority Overnight for next-day delivery Monday–Thursday.
20 FLOWERBUYER TUTORIAL
Schedule a Flowerbuyer Auctions tutorial by calling 877.625.3243.
SEPTEMBER: 12 GRANDPARENTS DAY 21 FSG KIT
Open your FSG Kit for an industry planning calendar, new fall and winter holiday merchandise, and more!
OCTOBER: 11 THANKSGIVING (CANADA) 31 HALLOWEEN
CONTENTS 04
TREND REPORTS Merchandising ideas for summer and beyond
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ASK A FLORIST Tips for working with plants and succulents
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BEST SELLERS Teleflora‘s projected best sellers for summer 2021
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FLORIST FEATURE Crafting customer care with Jodi McShan of McShan Florist in Dallas, TX
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EVENT RECAP Farm to Vase with Holly Heider Chapple
TREND REPORTS MODERN MOOD
Teleflora's Modern Mood Succulent Garden TPL11-1
SUCCULENT TIP 1: Insert a succulent into an arrangement with a wood pick, or wire the succulent with heavy gauge wire to insert. Both methods work to steady a succulent into an arrangement.
SUCCULENT DREAMS
SUCCULENT TIP 2: Leave succulent instructions for the recipient! Once the bouquet is past its prime, the recipient can take the succulent, remove the pick or wire, and lay it in a low dish with some decorative gravel for weeks more enjoyment. Teleflora's Topaz Wonderland Bouquet TEV59-4
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2021 SUMMER SUCCESS GUIDE
NATURE’S FRACTALS
MERCHANDISING PLANTS: Create signs for each plant describing how to care for the plants for potential purchasers. Simple instructions are encouraging for new plant parents! Teleflora's Memorable Mosaic Plant TPL20-1
VARIEGATED DELIGHTS
MERCHANDISING PLANTS: Customers are loving spotted and textured leaves! Highlight the variety of your plants’ leaves on social media to entice customers to see what’s in store. Teleflora's Seaside Mist Plant TPL15-1
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ASK A FLORIST WHAT ARE YOUR TIPS FOR WORKING WITH PLANTS OR SUCCULENTS? HOW DO YOU MERCHANDISE PLANTS? We love to have our customers engage in their purchase. While we do have pre-made succulent gardens, we also have a "Build Your Garden" approach that our customers really love. We provide a wide variety of plants and containers and assist customers in curating the look they are working to achieve. We make weekly trips to the greenhouse that keep our selection fresh and interesting. Carol DeStefanis, Owner, Arapahoe Flora, Greenwood Village, CO
When Covid-19 forced many individuals to work from home, we saw a surge of interest in all houseplants but especially unusual plants, such as the fiddle leaf fig, philodendron monstera split leaf, exotic ferns, bromeliads, and blooming orchids in glass. We place plants in a variety of vessels—from baskets to Teleflora keepsakes to chinoiserie ceramic pots. We have found that showcasing similar plants, such as a table of potted orchids or a shelf of succulent dish gardens makes a greater visual impact, plus a wonderful pop of color that sparks joy! Arlene Aitken, Owner/Partner, Morrison's Flowers & Gifts, Williamsburg, VA Plant sales have been growing for the last four years and exploded in 2020. Our shop offers re-planting to revive customers’ old house plants, and we educate them on which plants to choose for their environments and how to take care of them. This is truly why my customers are shopping for their house plants with us, rather than big-box hardware stores or grocery stores where they could get similar selections at a cheaper price. We make sure all our staff members are experts on our plants and how to care for them. Jeanne Ha, Owner, Park Florist, Takoma Park, MD
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2021 SUMMER SUCCESS GUIDE
5 REASONS TO SET UP FACEBOOK & INSTAGRAM “SHOPS” Recently, Facebook introduced the “Shops” feature to its users across both Facebook and Instagram. Its purpose is to make shopping a more seamless experience and to empower small business owners who are looking to sell online.
HERE ARE 5 REASONS WHY YOU SHOULD INTEGRATE “SHOPS” INTO YOUR BUSINESS: 01 Shops is free! 02 It’s easy to create; once set up, it will be available on both your Facebook and Instagram profiles. 03 You get to build a customizable catalog of products and services that consumers can browse and purchase directly from the app. 04 Both apps include Shops tabs, enabling further visibility for businesses and their products. 05 Shops was designed with small businesses in mind, and created to help those that had to shut down during Covid-19.
For directions on how to set up Shops, visit https://bit.ly/3derXBc
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LOVE OUT LOUD: YEAR IN REVIEW
Throughout the past year, Teleflora’s Love Out Loud campaign celebrated the ways flowers bring us together, even as we socially distanced during a pandemic. Teleflora’s national advertising showcased emotional, unique, and humorous ways to Love Out Loud throughout every holiday season.
MOTHER’S DAY 2021: DRAWN TO MOM
Dear Moms, we wanted you to know that through all the ups and downs, you totally crushed it. While we were all social distancing, you lost all your personal space. But you rose to the challenge. It wasn’t easy, and it didn’t always feel like success. But throughout a difficult year, you delivered for your families and created meaningful memories. Just like you always do.
VALENTINE’S DAY 2021: FLOWERS SAY IT BEST With so many ways to express love on Valentine’s Day, we believe flowers are the most powerful way to communicate. As we continue to see participation in Galentine’s Day rise among our consumers, we were thrilled to celebrate all types of love—from romantic to friendship—with our three humorous advertisements revealing the interesting results when gifts other than flowers do the talking.
CHRISTMAS 2020: IMPROMPTU CHOIR Despite the challenges 2020 brought, we saw Christmas as one of the most important holidays of all. Our Christmas campaign celebrated how a little ingenuity and holiday spirit brought us together for the holidays. The campaign was supported by a segment on The View, surprising a choir teacher with a performance by American Idol’s Clay Aiken, Ruben Studdard, and her students. 8
2021 SUMMER SUCCESS GUIDE
SUMMER 2021 PROJECTED BEST SELLERS
FPO Teleflora's Topaz Wonderland Bouquet TEV59-4
Teleflora's Desert Sunrise Bouquet TEV55-6
FPO
Teleflora's Sunrise At Sea Bouquet TEV61-1
Teleflora's Happy Go Citrus Bouquet TEV62-1
Teleflora's Perfect Spring Peach Bouquet T20E300B
Teleflora's Cool Camper Succulent Garden T20F110
Teleflora's Be Happy® Bouquet with Roses T43-1
Teleflora's Modern Mood Succulent Garden TPL11-1
Teleflora's Marvelous Mosaic Bouquet T20S100
Teleflora's Magical Garden Unicorn Bouquet TEV58-4
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THE CRAFT OF CUSTOMER CARE FLORIST FEATURE: JODI MCSHAN OF MCSHAN FLORIST
Image by April Barnes.
Taking the time to fully understand the needs of your customer cultivates evergreen rewards—a notion Jodi McShan takes to heart. Her extraordinary customer care has earned the loyalty and respect from those she serves across her family floral business, McShan Florist, and personal law firm, Law Office of Jodi McShan.
Jodi McShan grew up in her family’s flower shop. The family business planted its roots in Dallas, Texas, in 1948, starting as a landscaping and flower shop. Today, McShan Florist is one of the largest full-service florists in the Dallas area. McShan works in tandem with her father, who took over the business from his parents. While a lot has changed since 1948, what’s persisted is their golden rule: the customer is always right. “Putting the customer first and making sure they’re happy is the best advertising we have. If they’re taken care of, they’ll take care of you,” says McShan.
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2021 SUMMER SUCCESS GUIDE
That mantra is just one example that interlaces her legal and floral professions. Her law firm focuses on family law, with a mission to ensure the customer is pleased with her firm’s services. In each role she sees both sides of relationships, including people’s highs and lows, from sympathy to celebratory. Image by April Barnes.
“I do what I feel is the right thing to do; what is right for whoever I’m working with. I make sure it’s the best that I can do.” Jodi McShan has been recognized in several publications across Texas, including 2020 Texas Rising Star and 2021 Best Lawyers Under 40 by D Magazine.
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EVENT RECAP: FARM TO VASE WITH HOLLY HEIDER CHAPPLE Teleflora was thrilled to partner with Holly Heider Chapple for one of our virtual design programs in April. In total, 575 attendees tuned in from all over the world—from England to Peru to Australia—to engage with Chapple and learn from one of the industries finest. Dialing in from her farm in Waterford, VA, Hope Flower Farm, Chapple shared a variety of floral ideas and inspiration—from care and handling of your flowers to strengthening the mechanics behind each beautiful bouquet. In case you missed it, here are some of our favorite takeaways from the event.
PHOTOGRAPHY TIPS
Create a dedicated photography area that has natural light saturating the side of the arrangement. Set up a plain table and background that’s simple so the florals stand out. Photograph the bouquet straight on to capture its entirety. Use an app, such as Lightroom, to give your photos a consistent look for social media.
PARTNER WITH LOCAL FARMERS
Reach out to farmers and work with them, especially during busy holiday times. Talking to the people who are growing your product helps ensure consistency and reliability.
RECYCLE FOR CUSTOMER RETENTION
Leverage eco-friendly products and practices to keep customers coming back. Pillows are a great tool to lock flowers in place, while hyacinth stakes support potted plants as part of a larger arrangement’s mechanics. Offer repotting services to your customers and reuse old containers.
COMMUNICATE WITH YOUR CUSTOMERS
For both new and returning customers, it’s important to let them know what services and products you offer. Plus, let them know what florals are available to set expectations and extend floral education. For more from Holly Chapple, check out hopeflowerfarm.com to subscribe to her newsletter.
TO STAY UP TO DATE... Stay up to date with Teleflora events and class offerings by visiting https://www.facebook.com/TelefloraIndustryRelations
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2021 SUMMER SUCCESS GUIDE
FLOWERBUYER
BUILD YOUR BOX WITH ONLY THE FLOWERS YOU NEED Need to order smaller flower quantities? Buy the Bunch allows you to mix and match a wide variety of fresh flowers. Your order will be delivered right to your doorstep at a competitive price—with next day delivery available!
FLORIST TESTIMONIAL
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The savings are exceptional! I’ve saved thousands of dollars per year doing this! — MARK DUFFY
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JUDY’S VILLAGE FLOWERS, FOXBORO, MA
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GET EXACTLY WHAT YOU WANT, WHEN YOU WANT IT. CALL 877.625.3243 FOR MORE INFORMATION.
24 HOUR FLOWERS
NEVER MISS AN ORDER WITH 24 HOUR FLOWERS When you can’t get to the phone—we answer it for you. Our highly-trained sales consultants provide live, around-the-clock phone coverage seven days a week, 365 days a year. All orders we take are sent directly to your shop through the Dove Network. Should a customer have urgent concerns with an order, we will contact you immediately to address the complaint.
BENEFITS INCLUDE:
Increased sales and profitability to your shop’s bottom line Unparalleled customer support for your clients Easy to use and customizable to your brand
Shops using 24 Hour Flowers have an average order value of $91 and receive 12 or more additional orders every month!
FLORIST TESTIMONIAL
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24 Hour Flowers helps us capture more orders when we’re unavailable, and keeps our business running. More often than not, you’re going to gain a sale, since there is someone to answer your phones at any hour of the day or night. — KRISTEN LINDELL
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LIBERTYVILLE FLORIST INC., LIBERTYVILLE, IL 13
USING SOCIAL MEDIA TO EXTEND YOUR ONLINE VISIBILITY DANIEL BECK | Manager, eFlorist eMarketing & eCommerce Accounts
Social media has become one of the more visible ways to get your business in front of potential customers. Dedicating time to growing your social media following and regularly posting to your social media pages is an easy and cost-effective way to increase your online visibility.
BE STRATEGIC WITH YOUR POSTS
Make sure you post content that encourages your audience to comment, share, or give a reaction to your posts, including sharing action photos of the design process. High-engaging social media posts include a human element and provides a way to invite customers into your shop when they aren’t there in person.
USE QUALITY IMAGES
Facebook and Instagram are visual social media networks. Choose high-quality, high-resolution images that align with your shop’s brand. Teleflora provides a social media kit every quarter that includes story, post, and background images, and suggested copy that can be customized to your shop at bit.ly/3uq8EuG.
POST CONSISTENTLY AND OFTEN
To grow your social media following you have to be active on your pages. Schedule time in your work calendar to post and engage with or respond to your consumers often. What matters is that you're posting consistently.
WE'RE WITH YOU EVERY STEP OF THE WAY!
Your eFlorist eMarketing counselors are here to assist you each step of the way.
Visit eflorist.com/marketingconsult to book your consultation.
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2021 SUMMER SUCCESS GUIDE
POS
GO CONTACTLESS
Teleflora’s Contactless Payment Terminals offer multiple methods of contactless payment options, so you and your customers can maintain a safe distance.
PAYMENT OPTIONS INCLUDE:
PAYING BY SMARTPHONE
TAPPING YOUR CARD
INSERTING THE CHIP
SWIPING THE CARD
Our terminals accept Apple Pay, Google Pay, and more. Plus, they also offer increased security to protect you from fraud and chargebacks. Contactless Payment Terminals are today’s global standard in credit and debit card technology. With over one billion chip cards in circulation in the United States alone, it’s time to upgrade to a Contactless Payment Terminal.
TESTIMONIAL
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Teleflora has been a trusted and loyal business partner to Winston Flowers for generations. Teleflora’s best-in-class eFlorist website and point-of-sale technology provide us with tools to exceed our customers’ needs. — TED WINSTON
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WINSTON FLOWERS
TO ORDER YOUR TERMINAL, OR FOR MORE INFORMATION, CALL 800.720.9470.
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HELPFUL CONTACT NUMBERS Customer Service:
eFlorist: 866.983.3932 800.421.2815 U.S. and Canada
DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m. (CST)
Products: 800.333.0205 Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com: 877.625.3243
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2021 SUMMER SUCCESS GUIDE