february/march 2014
spring is in the air table of contents 2
President’s Letter
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Travels with Tom
4-5
Design and Education
6-9
Member Spotlight
8
Technology
10
Mother’s Day 2014
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Mother’s Day Send & Deliver Bliss Promotion
By the time you read this letter, you’ll be in Valentine’s Day mode, our first big floral holiday of 2014. Teleflora is kicking off our partnership with the NBA with two exciting promotions created exclusively for us: “Send & Score” for our consumers and “Score Big & Win Bigger” for member florists. This is just the first of many unique partnerships that will help drive increased awareness and business for member florists throughout the year. For Mother’s Day, we’re eager to “Deliver Bliss” with our partner SpaFinder Wellness. SpaFinder is one of the largest spa and wellness gifting companies in the world, with over 20,000 location partners worldwide. Beginning April 1 through May 11, for every Mother’s Day order sent through the Teleflora network, the sending florist will be entered to win a blissful prize: a complete shop makeover! The grand prize package, valued at $20,000, includes a spa day for up to four employees from the winning shop. Winners will enjoy a day of pampering while their shop gets beautified. The more orders you send the more chances you have to win. In addition to the grand prize, 10 first-prize spa day giveaways will be awarded to participating florists. Teleflora is also helping consumers “Deliver Bliss” this Mother’s Day with a special spa-themed offer. From April 14 through May 11, shoppers who purchase one of Teleflora’s codified Mother’s Day bouquets can add a SpaFinder gift card to create the ultimate 2-for-1 gift package for Mom. As an added bonus to this exclusive incentive, customers who make their purchase through Teleflora.com or eFlorist sites will automatically be entered to win a luxurious SpaFinder vacation package, as well as other fabulous spa prizes. With these original promotions, the first half of 2014 should be an incredible season. Don’t miss out! Visit MyTeleflora.com for complete information on all our promotions, and be sure to stock up on Mother’s Day products so you, too, can deliver bliss. Sincerely,
jeff bennett {president of teleflora}
myteleflora news
Teleflora’s Butterfly Serenity Bouquet T14M300A
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TRAVELS WITH TOM
Travels with Tom
KUDOS TO THE TELEFLORA UNIT PRESIDENTS Spending volunteer time to help bring some of the nation’s top florist educators to your area for the benefit of local florists—that’s what I call a worthwhile service that shows real dedication to the industry. And that’s what Teleflora’s Unit Presidents and their board members do, all year long. It was a pleasure and an inspiration, as always, to spend time with the Unit Presidents at this year’s annual meeting, held in January in Burbank, CA. All of them deserve our gratitude and praise—but a few were singled out for special recognition. Pictured on this page are those who were present in person to receive their awards. For a full list of awards, see page 7. The National Make Someone Smile Award for 2013 went to the Arkansas Unit, while the National Achievement Award—the top national Units Program award—was given to the Penn Jersey Unit. The awards were accepted at the final-night dinner by Unit Presidents Wendell McCorkle and Renee Tucci, seen here with the team from Teleflora Industry Relations—Donna Nelson, Lottie Slovacek, and Rich Salvaggio AIFD, AAF, PFCI—and myself. Renee was also recognized personally for outstanding leadership in the Northeast Region. The Indiana Unit was named Outstanding Unit in the Central Region. Unit President Nina Peterson accepted the award.
Wisconsin-Upper Michigan Unit President Brent Stelzer was on hand to accept the award for Most Cohesive Board in the Central Region. To his right is Central Regional Unit Director Bill Smith.
Kevin Hinton AIFD, President of the Mississippi Unit, accepted the 110% Award for the South Central Region. To Kevin’s right is South Central Regional Unit Director Debbie Gordy. Martha Deyden, AzMF, Arizona Unit President, was recognized for Outstanding Service in the South Central Region. In the Southeast Region, Colonial Virginia Unit President Stephen Morrin received the 110% Award from Southeast Regional Unit Director Gary Snow AIFD. The Southeast Region’s Outstanding Service award went to Robyn Arnold AIFD, President of the North Florida Unit.
myteleflora news
Western Regional Unit Director Donna Toquinto presented the 110% Award for the region to Bruce Wataru, President of the LA Coastal Counties Unit.
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Design and education
teleflora education center celebrates its
30th ANNIVERSARY!
For the past 30 years, three things have made the Teleflora Education Center a special place: exceptional teachers, on-trend curricula, and a state-of-the-art facility. Florists from all over the U.S. choose the Teleflora Education Center to learn key design techniques and business skills. Classes begin in March and run through October. All classes are held at the Teleflora Education Center in Oklahoma City. Discounted hotel accommodations are available.
Testing, Testing‌ 1,2,3 A Primer on Using the Principles and Elements of Design Instructor: Kevin Ylvisaker AIFD, PFCI March 16-19, 2014
Floral Educator: Commentating & Teaching
Instructors: Marie Ackerman AIFD AAF PFCI & Tom Bowling AIFD PFCI April 27-30, 2014
Wedding Professional
Instructor: Joyce Mason-Monheim AIFD PFCI June 8-11, 2014
European Design Trends
Instructor: Els Hazenberg AIFD AAF June 22-25, 2014
The Art of the Party – Creating & Selling Profitable Events Instructor: Tom Simmons AIFD July 27-30, 2014
Business Smarts Summit: Operating a Successful Retail Flower Shop
Instructors: Paul Goodman CPA, PFCI, Marie Ackerman AIFD, PFCI, AAF and guest instructors August 10-13, 2014
Sympathy Tributes: A Modern Approach
myteleflora news
Instructor: John Hosek AIFD PFCI September 7-10, 2014
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Everyday Design: Developing Your Signature Style Instructor: Susan Ayala AIFD PFCI October 5-8, 2014
design and education
employee spotlight Name: Gregorio Pinto Office: Teleflora Headquarters, Los Angeles, California Title: Product Manager Time with Teleflora: 5½ years Department: eFlorist – Web Hosting What do you like most about your job? What I like most is the generosity of my coworkers, both here in LA and in Oklahoma City. They are always willing to share their knowledge and they are a lot of fun to work with! Also the scope of what we do: working for the world’s largest network of florists is a scale few ecommerce enterprises have. What do you do at Teleflora? I’m a product manager for eFlorist. We continuously review eFlorist website performance, stay in tune with e-commerce best practices and monitor our competitors. What are your hobbies? Photography (just had my first exhibit!), going to the gym, art & music. I regularly visit local museums and enjoy LA Phil concerts at Disney Hall and the Hollywood Bowl. What’s your favourite Teleflora Bouquet? Teleflora’s ‘48 Ford Pickup Bouquet; in my opinion it’s the best-looking keepsake.
teleflora tip Have you ever wanted to glue something directly to floral foam—a candle, a figurine, or any other type of decorative accessory—after you have already soaked the foam? You can! You can also glue two wet bricks of foam together. The trick is to use OASIS® Floral Adhesive, says Teleflora Education Specialist Darla Pawlak AIFD, PFCI. “I have tried this—for example, gluing glass votive holders to foam for a wedding—and it really does work. It was also a real time saver,” Darla confirms. It makes sense, since OASIS® Floral Adhesive is designed to bond with fresh flowers, which have a high moisture content, without damaging the flowers. Darla and the rest of Teleflora’s Education Specialists share useful tips and strategies for florists throughout the year, at the educational programs sponsored by Teleflora through the Units Program and at floral association and wholesaler events. To learn more, visit the Floral Event Calendar in the Design & Education section of MyTeleflora.com.
design ideas from Flowers& Magazine from the archives: march 2013
DIAMOND IN THE ROUGH
An exceptionally fragrant bouquet nestles in Teleflora’s pink glass cube, which has been decorated in advance with a custom medallion. The medallion is simply a diamond, cut from burlap ribbon, glued to a band of wide ribbon, and further adorned with raffia and a bit of artificial foliage. The bouquet is arranged in a clear tape grid; around the rim of the cube, the ends of the clear tape are covered with more raffia, simply tied in place. Along with spray roses, lavender, rosemary, scented geranium leaves, wax flower, asters, and raspberry statice, the bouquet includes two spirals of lily grass, made by gluing two blades of the grass together, with wire in between— another accent that can be prepared somewhat in advance.
GREEN VELVET
Floral design by Joyce Mason-Monheim AIFD, PFCI, AZMF
myteleflora news
‘Supergreen’ roses and ivory hypericum glow against a velvet backdrop made of artificial moss chunks, glued together so that they also serve as a design grid. The grid rests on the rim of Syndicate Sales’ Plateau vase; Joyce secured it by criss-crossing anchor tape around the rim of the vase and using that to attach the moss chunks with pan glue. As a finishing touch, ribbon streamers are glued to the moss.
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member spotlight
applause for top members Congratulations and appreciation to these florists for their success and support! Recently recognized top members include the fabulous Fabiano twins, Anita and Annette, from Floral Designs By Fabiano in Quincy, MA, seen here with their Teleflora Territory Sales Manager Bob Hurley. The great state of Michigan numbers plenty of top florists, including Ardis Lielzuika at Ambati Flowers in Kalamazoo; Stacy Chapman, Lawrence Gavulic, Carmen Skidmore, and Sue Piesik at Curtis Flower Shop in Flint; Mary Resmer, July Haller, owner Jeanette Ballien and Liz Ballien at Gaudreau the Florist in Saginaw; Lynette Marsack at Kraatz Florist in Mount Clemens; Eva Sutton, Audrey Colin, and Maria Klotz at Monroe Florist in Monroe; John Hifko, Mike Turczyn, owner Sam Tourkakis, Patty Lewis, and Judy Drake at Sam’s Florist in Sterling Heights; Tessa Alexander at Teboe Florist in Traverse City; and David Evergreen and his children, Joy and Ben, at West Branch Greenhouse in West Branch. Top florists in Virginia include Arlene Aitken-Williams, Jenny Baum and Dale Sutherland of Morrison’s Flowers & Gifts in Williamsburg, VA, pictured with Teleflora’s Shawn Keith.
myteleflora news
the winning edge in Alberta
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In Airdrie, AB, a local business group partners each year with the city and the chamber of commerce to recognize a small business (fewer than 50 employees) that exhibits “outstanding achievement in innovative practices, superior customer service and growth, and that actively participates in the community.” That’s a good description of Summerhill Florist, owned by Collette Storms, seen here with Airdrie mayor Peter Brown. It’s called the Winning Edge award, and Summerhill received it for 2013!
member spotlight
a healing power “Flowers provide a joy and happiness that can aid in the healing process,” testifies Tammy Gunn of Gunn Funeral Home & Cloverdale Florist in Little Rock, AR, in an item that appeared last October in “Women in Business,” a supplement to the Arkansas Democrat-Gazette. Tammy loves being part of that process, she says, at the same time she has these words for others who work with grieving families: “Always be mindful of the many emotions that people will display and not to take anything personally.” Good advice!
big scissors It was truly a grand reopening in November at Flowers and Gifts in Canton, MI, with a beautiful new showroom where candles and other decorative accessories are displayed, along with a wide selection of flowers and plants. Congrats to Debbie and Gregg Custer on the shop’s 10th anniversary!
eat, drink, and buy What if you gave a party and everyone came? At Beneva Flowers in Sarasota, FL, the holiday open house was jam-packed with customers, who partook of the lavish buffet, watched floral design demonstrations—and also bought plenty of products. Five hundred people responded to the invitation. “It was insane,” says owner Art Conforti—the best kind of crazy there is.
a handout for santa Ever wish Santa would give you a helping hand during the holidays? It looks like he’s ready to take that Teleflora shopping bag from David Price at The Empty Vase in Houston, TX. Watch out Santa—this florist is ready to give you some competition!
NC to NY myteleflora news
Teleflora’s Big Apple Unit and guests florists got a taste of Southern stylings for the holidays from Education Specialist Cindy Tole of Botanica Flowers & Gifts in Greensboro, North Carolina in October, at a program in Bethpage, NY. Holiday designs from Cindy were also featured in the November 2013 issue of Flowers& magazine.
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member spotlight
champions of floral education! Did you ever wish a superhero would come to your shop to help make the day a little more profitable and, just maybe, a little more fun and exciting? The floral industry does have some champions out there, working to bring new ideas and the latest business tips to retail florists. Among them are the many florists across the country involved in the Teleflora Units Program—and especially, the Unit Presidents, who play the key role in organizing local, affordable educational programs for florists, with support from Teleflora’s Industry Relations team. Each January, Teleflora invites the Unit Presidents to attend a meeting where they can meet each other, trade tips and receive training on how to make these educational programs as successful as possible. They also have the opportunity to meet the Teleflora Education Specialists—the experienced, top-tier floral educators who present the programs. These photos show some of the highlights from the meeting, which also serves as an opportunity for Teleflora to say “Thank you!” The meeting is organized by Teleflora’s Vice President of Publications and Industry Relations Rich Salvaggio AIFD, AAF, PFCI, Manager of Units Donna Nelson, and Industry Relations Coordinator Lottie Slovacek. But representatives from nearly every department of Teleflora take part and contribute.
myteleflora news
The visiting Unit Presidents spent time in plenary sessions and also in regional breakouts—where serious work was accomplished, but a lighter mood also sometimes prevailed. The meeting’s theme, “Champions of Education,” was carried out at a luncheon hosted by the Education Specialists, who dressed the part, and also at the “Teleflora Trade Fair,” where the VIP visitors had the opportunity to visit with representatives of various Teleflora departments, including Marie Ackerman AIFD, AAF, PFCI of the Teleflora Education Center and Teleflora president Jeff Bennett. Many of the Units sponsor scholarships to the Education Center. Since the Unit Presidents themselves are not eligible for the scholarships, Teleflora Industry Relations Vice President Rich Salvaggio AIFD, AAF, PFCI arranges for one scholarship to be raffled off among them; he is pictured here with this year’s winner, Connecticut Unit President Jennifer Martone.
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member spotlight
2014 Teleflora Unit President Awards National Achievement Award Penn Jersey Unit Renee Tucci, President
National Make Someone Smile Award Arkansas Unit Wendell McCorkle, President
Central Region Outstanding Unit: Indiana Unit, Nina Peterson, President Most Cohesive Board: Wisconsin-Upper Michigan Unit, Brent Stelzer, President MVP Certificate: Melissa Maas, Vice President, Wisconsin – Upper Michigan Unit Northeast Region Outstanding Leadership: Renee Tucci, President, Penn Jersey Unit Outstanding Treasurer: Drew Graham, Western Pennsylvania Unit MVP Certificate: Darcie Garcia, Treasurer, Penn Jersey Unit
South Central Region Outstanding Service: Martha Deyden, AzMF, President, Arizona Unit 110% Award: Kevin Hinton AIFD, President, Mississippi Unit MVP Certificate: Barbara Bilke, Oklahoma Unit
Southeast Region Outstanding Service: Robyn Arnold AIFD, President, North Florida Unit 110% Award: Stephen Morrin, President, Colonial Virginia Unit MVP Certificate: Steven Jones, South Carolina Unit
Western Region Outstanding Unit President: Lisa Levandowski, Montana Big Sky Unit 110% Award: Bruce Wataru, President, LA Coastal Counties Unit MVP Certificate: Danni Babin, Montana Big Sky Unit
out of the box ideas LET CUSTOMERS KNOW YOU’RE A REAL LOCAL SHOP—USING YOUR WEBSITE
When you visit the website for George Thomas Florist in Indianapolis, IN, there is no doubt in your mind that this is a real, local flower shop with a large, inviting retail space. A photo of the storefront runs across the top of the eFlorist site, together with the message, “Come in. We’re local!” Scroll down a little, and you’ll be invited to take a virtual tour of the shop. “We paid Google to do the virtual tour, but it has been well worth it,” says Sam Smith, who owns and runs the shop with his mom, Pat. “People are going back to local. They want somebody that’s going to take care of them.” At the same time, customers today are likely to do some research on the internet before they visit a local business. Sam’s customized eFlorist website appeals to both impulses.
myteleflora news
“We also encourage customers to go talk to the designers as they work,” says Sam. “It’s part of the same philosophy.” During an annual festival that takes place right on Washington Street outside the shop, Sam has placed a designer at a table on the sidewalk, showing off his skill: “People loved it,” he reports. At the same time, he is conscientious about updating the website on a regular basis with holiday and everyday specials, so regular customers have a reason to go back to the site. George Thomas Florist is in a location that’s conducive for walk-in traffic, and Sam and Pat take advantage of that with an everyday “flower happy hour” and other strategies. But even customers who never actually visit the shop can be reassured that they’re buying from a real local flower shop—over the internet.
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TECHNOLOGY
2014 RTI Conference Packed a Powerful Punch With more than 200 attendees and 100 shops represented, 2014 RTI Conference attendees didn’t want to miss a single event. From the highly-popular 1:1 Computer Lab sessions to more than 30 robust training classes to key updates from industry-leading experts including Jeff Bennett, president, Teleflora, Matt Dzrewicki, head of industry retail, Google, and Mike Wisz, managing director, Flowerbuyer.com, the conference packed a powerful and exciting punch.
new features launched at conference! GUI & Advanced Delivery Module Set to launch in Spring 2014, shop owners got a sneak peek at the new Advanced Delivery Module featuring GPS mapping and Trip Planning. The module was created to give shops more organizational mobility for planning multiple delivery trips using graphical maps. Trip planning functionality encompasses trip creation, existing trip views, trip modification and trip completion. Along with trip planning, key Delivery Management settings include options to set map zoom-in levels, print maps and directions for drivers, display future deliveries, calculate package quantities and send delivery confirmations to both the store and the customer—all integrated with EDelivery, GPS and Reports. RTI shops were ecstatic to get their first look at the much-anticipated arrival of the new Graphical User Interface (or GUI) featuring a more user-friendly RTI navigation menu. And, a new navigation toolbar makes it much easier to access Order Entry, Financial Reports, Design and Delivery, Action Queue, Time Clock, System Admin, Marketing and Sales Analysis.
“Shops cannot afford to miss the conference,” said Ann Frisbie, chief financial officer, McCarthy Group.
google, flowerbuyer.com & robust training opportunities On Friday evening, Tom Butler, chairman, Teleflora, welcomed conference attendees with a decadent dinner and cocktail reception. Energetic conversations lit up the room as attendees caught up with friends and planned what training classes to attend the next day.
myteleflora news
Jeff Bennett, president, Teleflora, kicked off Saturday morning events with a Company and State-of-the-Industry update, setting an exciting tone for classes, labs and time with key industry experts. Saturday and Sunday Class highlights included:
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• • • • • • • • • • • •
Sensational Search Engine Marketing – Anna Sard and Mark Contreras, Google Advanced Delivery Module – Jeff Erwin, Teleflora Graphic User Interface – J.J. Blankenship, Teleflora Fine Tuning 3 Major Operations/Profit Issues – Paul Goodman, Floral Finance Business Services RTI Self-Help Support Tools – Dan Olson, Teleflora Walk In, Call In, Log In: Drive Sales at Every Turn with eFlorist – Phil Meadows/Pamela Ng, Teleflora Can You Grow Sales by 20% Without Advertising? – Dan McManus, TeamFloral Step Up Your Style – Marie Ackerman, Teleflora Customer Retention – Art Conforti, Floral Prodigy RTI Secrets to Boost Sales – Tim Huckabee, Floral Strategies Advanced Marketing – Jeff Erwin Accounting Software Simplified: How Quickbooks Can Work For You – Sherry Hensley
technology
Matt Dzrewicki, head of industry retail, Google, energized Saturday’s luncheon by sharing how RTI florists can be relevant and profitable online now and in the future. And, Mike Wisz, vice president, Flowerbuyer.com, impressed attendees at Sunday’s luncheon by sharing amazing savings opportunities with Flowerbuyer.com’s wholesale auction site.
Matt Dzrewicki, head of industry retail, Google, shares exciting 2013 Teleflora online performance results.
1:1 Computer Lab attendees Ken Freytag, Chad Freytag, Michael Pugh, Chris Drummond, Brad Golter, Don Coleman and Charles Ingrum.
Shop owners Heather Marks and Holly Schrader of Scott’s Florist in Danville, PA, posed for a quick shot with Tom and Becky Butler after their eFlorist 1:1 Computer Lab session.
Rod Saline, Tony Ferdinand, Dan McManus, president, TeamFloral enjoy a brief pose after Dan’s “Can You Grow Sales by 20%” class.
myteleflora news
The conference ended on a high note with attendees enjoying a final night gala featuring great food, great music and great dancing.
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Everything you need for Mother’s Day success - PLUS a chance to win an Ultimate Shop Makeover!
Mother’S DAY 2014
holiday toolkit To help you plan and succeed this Holiday season, we will begin to reduce our teleflora.com selection, giving premium placement to codified products, as we get closer to Mother’s Day. The goal is to give you as much flexibility as possible in filling orders as well as to assist you in selling through codified products. The full starting line-up for Mother’s Day can be viewed online at myteleflora.com/mday_toolbox.aspx. For even more great resources to help you succeed this Holiday, visit the following links:
• Mother’s Day Bouquet Lineup • Mother’s Day Container List • Mother’s Day Flower Breakdown • Mother’s Day Social Media Kit
flower planning guide Knowing what flowers you need for Mother’s Day will help you prepare for incoming orders. We’ve created a breakdown of the flowers needed to fill the Mother’s Day starting line up, including both codified and additional bouquets to be featured in the Mother’s Day category. Now is a good time to forecast your sales and pre-book your flowers to ensure you get everything you need at the best possible price.
containers guide
myteleflora news
Moms will surely fall in love with Teleflora’s Mother’s Day keepsake containers. To view the full lineup of containers, visit myteleflora.com/mday_toolbox.aspx.
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Teleflora’s Pink Bliss (14M100)
Teleflora’s Lavender Grace (14M200)
Teleflora’s Butterfly Serenity (14M300)
Teleflora’s Enchanted Garden (14M400)
MOTHER’S DAY 2014
holiday calendar SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
APRIL 1
2
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Clean Shop
Prep Mday selling sheets
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Prebook Mday flowers, hardgoods and supplies
Merchandise store for Mday
Mday prep staff meeting
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Start Mday email campaign
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Confirm Mday temps
Start Mday social media outreach
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Format menu recipes for Mother’s Day designs 1
Upload custom Mday SKUs on your eFlorist site
Post Mday bouquet collection on Facebook
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Mother’s Day! Good Luck!
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Green vases for Mday
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2
Send Mday direct mail
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Order flowers
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Locate labor (designers, drivers, etc.) Make bows
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Replace Mday countermats and displays with Everyday bouquets
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Fill water tubes Green containers
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Train employees Process flowers
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Design samples for the cooler dec/jan 2013-2014 | myteleflora news
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Facebook, tweet, blog behind the scenes Mday arrangement creation
Change Mother’s Day displays to Father’s Day and Summer
Email coupon to first time Mday customers
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Project number of bouquets Order boxes, vases and supplies
MAY
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holiday checklist
Assign order-entry staff
make sure to remind them about father’s day too! JUNE
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Don’t let them get away without giving you their email address and some ideas about what they’d like to see you stock for Dad’s day. To sweeten the deal, tell them you’ll send them a discount code good for their next visit to your website!
Create delivery system
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myteleflora news
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Participate in our most relaxing promotion ever an you could win an Ultimate Shop Makeover!
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MOTHER’S DAY 2014
Beginning April 1 through May 11, every order sent through Teleflora and every order delivered for Teleflora is an entry to win an Ultimate Shop Makeover! ENTRY DETAILS Orders Sent: 1 entry for each order sent through The Teleflora Dove Network between April 1 and May 11. Orders Received: 1 entry for each Teleflora order accepted through The Dove Network between April 1 and May 8.
BONUS 2 entries for each Teleflora order accepted through The Dove Network on Friday, May 9. 3 entries for each Teleflora order accepted through The Dove Network on Saturday, May 10 and Sunday, May 11.
PRIZE DETAILS 1 GRAND PRIZE After the Mother’s Day rush is the perfect time to brighten, rejuvenate and freshen up your shop. One GRAND PRIZE WINNER will receive an Ultimate Shop Makeover – valued at $20,000! PLUS – 3 RUNNER-UP PRIZES
1st PRIZE: Ultimate Shop Spa Day – valued at $1,200
2nd PRIZE: Shop Spa Day and Gift Card to theMARKET– valued at $850 3rd PRIZE: Shop Spa Day – valued at $600
GET PAMPERED - WEEKLY CONTESTS Beginning April 1 through Mother’s Day, you have the chance to win a weekly prize by completing these business rejuvenation tasks. At the end of each week, we will give away a Shop Spa Day for you and your shop, valued at $600.
Week of:
TASK:
April 1 – April 4
Attend the “Mother’s Day Promotions” webinar on April 1 or April 3
April 7 – April 11
Purchase S&B flowers for Mother’s Day
April 14 – April 18
Let us know if you are open and delivering on Sunday
April 21 – April 25
Purchase Mother’s Day containers (14M100, 200, 300, 400)
April 28 – May 2
Make a purchase on theMARKET
May 5 – May 9
100% Delivery Confirmations on all Teleflora orders myteleflora news
CLICK HERE FOR MORE DETAILS!
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MOTHER’S DAY 2014
mother’s day marketing campaigns Mother’s Day marketing campaigns should evoke memories and tender feelings. These marketing campaigns are intended to make the holiday personal and sentimental.
deliver bliss campaign Campaign Description: This campaign is all about pampering mom. Tag Line: Pamper mom this Mother’s Day with a beautiful blissful bouquet. Tag Line 2: Mother’s Day is Sunday, May 11, 2014. Visual Elements: Spa-related items for Mom including: bubble bath items, massages, bath salts, lotions, etc. Color Scheme:
celebrate mom campaign Campaign Description: This campaign evokes celebratory feelings. Tag Line: Celebrate Mom with a beautiful bouquet this Mother’s Day. Tag Line 2: Mother’s Day is Sunday, May 11, 2014. Visual Elements: Celebratory items like ribbon and balloons. Color Scheme:
make mom’s day campaign Campaign Description: This campaign is all about pampering mom. Tag Line: Make Mom’s day this Mother’s Day with a beautiful bouquet that shows her how much you appreciate her. Tag Line 2: Mother’s Day is Sunday, May 11, 2014. Visual Elements: Images of happy moms. Color Scheme:
myteleflora news
Thank You Mom campaign
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Campaign Description: This campaign brings out the sentiment of appreciation. Tag Line: Show her lifelong thanks with a beautiful Mother’s Day bouquet that shows her how grateful you are. Tag Line 2: Mother’s Day is Sunday, May 11, 2014. Visual Elements: Images of moms with family members. Color Scheme:
MOTHER’S DAY 2014
introducing the ALL-IN-ONE-GIFT.
Our exclusive one-stop gift solution includes a chic vintage-style tin jardiniere, a luxurious array of enticingly scented spa delights and a beautiful bouquet she’s sure to enjoy.
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2 Tin jardiniere with hand-applied detail; includes liner.
Custom plastic picking system holds spa products and makes assembly extremely easy.
myteleflora news
CLICK HERE TO VIEW A TUTORIAL OF OUR EVERYTHING ROSY GIFT BOUQUET4
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MOTHER’S DAY 2014
Be Social for Mom There are a number of ways you can use your social media profiles to build your brand and gain consumer confidence this Mother’s Day. If you don’t have pages or profiles set up on Facebook, Pinterest, and the like, now’s as good a time as any to get started.
Use Pinterest to showcase picturesque gifts Pinterest is an online scrapbook, and it can be a great place to set up a Mother’s Day board full of beautiful suggestions for Mom. Feel free to post pictures of non-floral gifts, like a scenic picnic or delicious brunch recipe. Sprinkle in images of gorgeous flowers and make sure the images link back to your website.
Host a Mother’s Day contest on Facebook Ask moms to post a description of their perfect Mother’s Day, or funny stories from past holidays. You could also ask people what they’re getting for their mom, or what they love best about their mom. Regardless of the question, you can pick a winner for the best/funniest/most creative story and post the results to your Facebook page and eFlorist website. For more ideas on how to use social media to your best advantage, join eFlorist University for a free webinar on social media on March 7. Visit eFloristUniversity.com to register today!
Spring into Action Once Valentine’s Day is over, we start focusing on spring, which is chock-full of flower-giving holidays. Easter and Secretaries Week overlap this year, and Mother’s Day follows quickly after, so it’s all the more important to get started on your holiday planning NOW. The eFlorist team works tirelessly to make sure your website is ready for customers, doing everything from updating your homepage message to making sure your products are up-to-date. It’s like having a full-time marketing person on staff! There are a number of things you can do to get even more out of your eFlorist membership, like:
Adding an offer to upcoming marketing emails • Your eFlorist membership comes with marketing emails that are sent on your behalf throughout the year. Make the most of these
emails by adding an offer redeemable on your website. Our eFlorist data shows that an email with an offer results in 84% higher conversion (that’s customers who click through the email to make a purchase) than an email without an offer.
• A schedule of upcoming emails is posted to eSAT, where you can also add a promotion to each message.
Claiming your online business listings • Google, Yahoo, Bing, Yelp, YP.com and other online business directories are a great way to reach new customers. If you haven’t already claimed your listings on these sites, the eFlorist team can help you do it, and it’s free to do!
Setting your delivery dates and fees • Many of our shops are normally closed on Sundays, but if you’ll be open and/or delivering on Mother’s Day, make sure your website says so!
• Incentivize deliveries during the week by offering a lower delivery fee for those dates. You can also offer a lower delivery charge
myteleflora news
for orders placed before a certain date.
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To make any of these changes and more, use eSAT at esat.myteleflora.com! If you’d rather contact eFlorist Support to make changes to your website, please make sure to keep the following deadlines in mind: After April 18, 2014, we cannot guarantee any custom template changes, development of new sites or the registration of new URLs. Custom products must be submitted before April 25, 2014. We cannot guarantee requests for custom product additions or changes after April 25. Most other changes, such as price or delivery fee adjustments, can be guaranteed if submitted by May 5, 2014.
MOTHER’S DAY 2014
For the Mobile Mom Mobile shoppers are a growing bunch, so it’s important to make your mobile website as good as it can be. eFlorist members have a mobile-optimized website as part of your membership, and it’s designed to coordinate with the look of your full-size website so customers get the best experience no matter how they reach you. With our recent mobile upgrades, you can offer your mobile customers a unique shopping channel that’s made to suit their specific needs. For example, it’s unlikely that mobile customers are browsing through all of your product categories from their smartphones. As great as the displays have become, a palm-sized screen just doesn’t compare to a full-size computer monitor. To avoid overwhelming your mobile customers, you might want to reduce the number of categories to display on your mobile website. You can make things even easier by displaying only a handful of products (6-10) in each. The Deal of the Day (AKA Designer’s Choice) product is tailor-made for mobile! You can post it right on your mobile homepage and place it prominently in each of your mobile categories. It’s the perfect mobile purchase and doesn’t require a lot of browsing on your customer’s part. To get your mobile website ready for Mother’s Day, you can use eSAT or contact eFlorist Support. To learn more ways you can prepare for Mother’s Day, join eFlorist University for our Mother’s Day webinar on either April 1 or April 3. Visit eFloristUniversity.com for more details.
FREE MOTHER’S DAY SOCIAL MEDIA KIT! Visit our Mother’s Day Toolkit to download our free social media kit including skins, post images, and more! DOWNLOAD NOW4
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