2014 Recipes for Success by Teleflora

CHRISTMAS 2014

teleflora

速

YOUR GO-TO GUIDE FOR THE HOLIDAYS

INTRODUCTION Much like a holiday recipe, the success of your business depends on a special recipe you have been refining over the years. This year, Teleflora presents â&#x20AC;&#x153;Recipes for Successâ&#x20AC;? a compilation of the best information and tips to ensure this holiday season will be fruitful for you and your shop. The book features recipes to help you drive orders, tips on creatively merchandising your store and so much more. Cheers to a successful holiday season!

TABLE OF CONTENTS Preparation: 2 Christmas by the Numbers 4 Homemade for the Holidays Campaign How to Promote Buddy 6 2014 Bouquet Lineup, Container Lineup and Flower Projection 8 Holiday Calendar and Checklist 10 Mixing It All Up: 12 Homemade for the Holidays Merchandising Trim the Tree with Radko Merchandising 14 Winter Wonderland Merchandising 16 Serving with Style: 18 Plan a Successful Open House Social Media for the Holidays 20 Email Marketing for the Holidays 21 22 Online Merchandising for the Holidays Holiday Florist Exclusive Arrangements 23 Cleanup: After Holiday Sales 24 Prep for the next Holiday 25

Christmas BY THE NUMBERS 1.3%

Florist Christmas Sales 2012 vs. 2013

Christmas Statistics 30% of adults purchase flowers or plants as gifts for the holidays

33.3%

43.6%

21.8%

Increase Remain the Same Decrease Donâ&#x20AC;&#x2122;t know

What are CONSUMERS buying?

(Multiple Responses Allowed) 54% Fresh flowers as home decoration/entertaining, such as centerpieces Red poinsettia 53% Fresh flowers as host gift or other gift 50% Flowering houseplants other than poinsettia 25% Green houseplant 24% Other type of flower or plant 21% None of the above 2%

WHO are they buying FOR? (Multiple Responses Allowed)

Self 34% Parents or in-laws 32% Wife/Spouse 29% Friend/Neighbor 26% Other Relative 15% Significant Other 9% Grandparent 8% Daughter/Son 8% Co-worker 7% Other 6% 2

2013 AvERAGE CHRISTMAS Order transaction size: $59.37

Top 10 factors attributed to Christmas Sales Increases:

Represents consistent annual increase since 2008. $60

1. Increased Shop Reputation 2. Word of mouth/buzz 3. More Walk-In Sales 4. More Online Sales 5. Regional Economy 6. Social Media Efforts 7. Sympathy Work 8. Email Campaign 9. Store Advertising 10. Fewer Competitors

$59.37

$58

$57.47

$56 $54.90

$54 $52

$51.00

$50.60

$52.00

$50 $48 2008

2009

2010

2011

2012

2013

Florists who run Christmas Sales: Yes: 54% • No: 45% • N/A: 1%

Top 5 Emotional states for Christmas Flower Buyers:

Florists who host holiday open houses: Yes: 35% • No: 65%

1. I wanted a reliable gift 2. I was feeling caring 3. I wanted a gift that would be remembered for a long time 4. I wanted a gift that would stand out over other gifts the recipient received 5. I wanted a gift that would surprise the recipient

Florists who ran specials for Small Business Saturday: Yes: 43% • No: 57% The most popular fresh flowers purchased for christmas are:

Mixed flowers, roses, misc. single flowers and carnations.

25% of holiday consumers were motivated to visit a retail store due to an online or email promotion

Media that influences shopping particular stores for the holidays (2013) COUPONS TV/BROADCAST

(e.g. abc, cbs, nbc, fox, etc.)

word of mouth

25%

21%

email advertising

19%

advertising inserts

19%

direct mail

newspapers

instore promotion

internet advertising

18% 16% 14% 13%

cable

11%

(e.g. cnn, lifetime, usa, tnt, etc.)

magazines radio

39%

10% 8%

Sources: The Society of American Florists, National Retail Federation, and Aboutflowers.com

Teleflora and Buddy Valastro, the CAKE BOSS, have baked up a winning recipe for success this holiday season! You’ll win with huge holiday sales backed by national TV, print, digital and social media.

s “This Christtmesat ever!” e will be your swe – Buddy Valastro – The CAKE BOSS

– About Buddy – Buddy Valastro is a master baker who owns seven bakeries, an Italian restaurant and is the author of 5 cookbooks! Carlo’s Bakery in New Jersey, has been in his family for 50 years. He runs Carlo’s with his mother, four sisters and their spouses. His show Cake Boss on TLC is the #1 rated cooking show on cable television. The success of Cake Boss led to 3 spin-off series: Next Great Baker, Kitchen Boss and Bakery Boss. He even has a line of Cake Boss baking mixes, frosting and cakes available at grocery stores across the country. Buddy is a true family man, married for 13 years with 4 children, his family plays an integral role in everything he does. Just like Teleflora and its member florists, Buddy’s bakeries are family owned and operated. As an artisan baker, Buddy creates edible works of art through his cakes and desserts and Teleflora florists are no different – designing expertly arranged bouquets every day for customers, nationwide. 4

How TO LEVERAGE BUDDY TO DRIVE SALES Teleflora’s Homemade for the Holidays promotion featuring Buddy Valastro, the CAKE BOSS, is a multi-platform, national marketing campaign featuring Print,TV, and Online exposure. Leverage this exciting new campaign for sweet holiday success by following the recipe below!

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home, sweet home. cup of cheer!

Teleflora’s Gingerbread Cookie Jar Bouquet

Teleflora’s Holly Days Centerpiece

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Teleflora’s Gingerbread Cookie Jar Bouquet

Teleflora’s Merry Mug Bouquet

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christmas is thursday, december 25.

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•PLEASE MARK ALL CHANGES ON INSITE DOCUMENT •NO CHANGES ON PRINTED FLAT WILL BE MADE

Teleflora’s Merry Mug Bouquet

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availability of flowers and foliage,

certain substitutions may be necessary.

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Teleflora’s Holly Days Centerpiece

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•PLEASE MARK ALL CHANGES ON INSITE DOCUMENT •NO CHANGES ON PRINTED FLAT WILL BE MADE

HOLIDAY Bouquet Lineup To help you fill orders this holiday,Teleflora.com will begin to reduce the number of arrangements offered as the holiday gets closer, giving premium placement to codified products.The goal in reducing the number of arrangements is to give you as much flexibility as possible in filling orders as well as to assist you in selling through codified products. The starting lineup of holiday arrangements features the new codified products including the “Homemade for the Holidays” Collection and the perennial bestseller,Thomas Kinkade’s A Kiss for Santa.The new codified products are supported by a list of bestselling winter bouquets at a variety of price points – perfect for all customers. For the full starting lineup of holiday arrangements featured on Teleflora.com, visit MyTeleflora.com/XmasToolbox.aspx.

HOLIDAY FLOWER PROJECTION Knowing what and how many flowers you need for the holidays will help you prepare for incoming orders.We’ve created a breakdown of the flowers needed to fill the Teleflora.com bouquet lineup, including both codified and additional bouquets to be featured in the holiday 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.

Check out Flowerbuyer.com for deals on flowers for the holiday! Hydrangeas 1% Holiday Greens 24%

Roses 40cm 19%

Roses 50cm 2%

Standard Greens 6%

Spray Roses 5%

Filler Flowers 1%

Tulips 3% Lilies 4% Gerberas 1%

Chrysanthemums 7%

Alstroemerias 3%

Matsumoto Asters 1% Amaryllis 1%

Carnations 13%

Stock 1% Lisiantus 1%

Miniature Carnations 9%

Container Lineup Teleflora’s lineup of containers is sure to deliver sweet holiday sales. From the classic Kinkade to our fun loving Send a Hug® Penguin, our new holiday containers will satisfy all customers. For the full lineup of holiday containers, visit the Holiday Toolbox on MyTeleflora.com/XmasToolbox.aspx.

Holly Days Bowl (14X100) Perfect for self purchases, gifting to parents or as a gift for anyone hosting a holiday party. Selling Tip: This centerpiece bowl also makes a great serving dish.When merchandising, include your favorite casserole recipe with the container. thomas kinkade’s a kiss for santa (14X200) Year after year, the limited edition Thomas Kinkade product continues to be a bestseller for many florists. Selling Tip: With or without flowers this can be merchandised as a wonderful collectible item. Gingerbread Cookie Jar (14X300) Perfect for gifting to friends, neighbors, or co-workers. Selling Tip: The perfect two-in-one gift. Make a batch of your favorite cookies and offer them in this container to walk-in customers. celebrations by radko® starry ornament (14X400) Perfect for gifting to a special someone or friends. Selling Tip: Also a great candy dish, this limited-edition collectible can be showcased with and without flowers. send a hug® precious penguin (14X500) Perfect for gifting to a daughter, son or friend. Selling Tip: Fill one or two of these items with candy canes, when merchandising them in your shop! merry mug (14X600) Perfect for gifting to a special someone or friends. Selling Tip: Be sure to tout the afteruse benefits of this item. FDA-approved for use with food, customers can use it to make hot chocolate or mulled cider!

SUNDAY

MONDAY

TUESDAY

THURSDAY

WEDNESDAY

FRIDAY

SATURDAY

October 2014 1

Send out invitations for your holiday open house.

Host a holiday open house at the end of October or early November.

SUNDAY

MONDAY

Use Social Media to remind your customers about your holiday open house.

Prebook holiday flowers, hardgoods, and supplies.

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

NOVEMber 2014 1

29 Itâ&#x20AC;&#x2122;s Small Business Saturday!

Start Thanksgiving social media outreach.

Start a Small Business Saturday marketing campaign.

Stock cooler with centerpieces and bouquets for late Thanksgiving orders.

Review Holiday sales from previous years - plan bouquet assortment.

Confirm holiday temps.

Send Thanksgiving direct mail to your customers.

Mark down all leftover fall inventory.

SUNDAY

MONDAY

TUESDAY

THURSDAY

WEDNESDAY

FRIDAY

SATURDAY

DECEMber 2014 Merchandise your store for holiday hang FSG Update Kit Holiday posters.

Send holiday direct mail to your customers.

Upload custom SKUs onto your eFlorist site.

Hold a holiday prep staff meeting.

Start holiday email marketing campaign.

Start holiday social media outreach.

Facebook, Tweet, and Blog behind the scenes holiday arrangement creation.

Stock cooler with ready-to-go arrangements for last minute shoppers!

Clean shop!

Replace in-store Xmas marketing materials with Valentine’s Day items.

Short on flowers? Check out last minute deals at Flowerbuyer.com!

It’s Christmas Day!

Locate holiday labor (designers, drivers, etc.)

Close out holiday inventory with a post-holiday sale!

REST! (Valentine’s Day is coming!)

Take advantage of Small Business Saturday

– Holiday Checklist – Project number and type of arrangements

This year,“Small Business Saturday” falls on November 29 and provides a perfect opportunity to get customers into your store. Hosting an open house for Small Business Saturday is a great way to connect with individuals and families in your community who have Christmas shopping on their mind, and to cultivate new customers. According to the 2013 “Small Business Saturday Consumer Insights Survey,” consumers who were aware of “Small Business Saturday” spent $5.7 billion with independent merchants during last year’s holiday. Be sure to promote Small Business Saturday in your store with all of the great marketing resources available from American Express, including posters, sample email templates and sample social media posts. For more information, visit: www.shopsmall.com

Order boxes, vases, and supplies (don’t forget poinsettias) Format menu recipes for holiday designs Order holiday flowers Locate holiday labor (designers, drivers, etc.) Make bows for arrangements and wreaths Fill water tubes Green containers Update your holiday pricing Train employees Process flowers Design samples for the cooler Assign order-entry staff Plan your delivery system

Homemade for the Holidays Teleflora is partnering with Buddy Valastro, the CAKE BOSS, to make Christmas even sweeter with three codified bouquets:Teleflora’s Holly Days Centerpiece,Teleflora’s Gingerbread Cookie Jar Bouquet and Teleflora’s Merry Mug Bouquet. In addition to aligning with the “Homemade” theme, each container is FDA approved and can be used for baking or home entertaining after the flowers are gone.

Ingredients: It provides a neutral setting e. ton ead rbr ge gin a in ed ainst a wall paint Setting: The display is set ag merchandise. for the colorful and festive Display Elements: and chocolate chips. • Jars filled with flour, sugar, oking utensils. r, oven mitts, towels and co xe mi nd sta a e lik es pli sup • Kitchen es to accent the display. • Christmas greens and berri lidays Collection the Homemade for the Ho d an , ug M y err M ys, Da • Teleflora Posters: Holly Merchandise: X600) • Teleflora’s Merry Mug (14 wl (14X100) • Teleflora’s Holly Days Bo okie Jar (14X300) • Teleflora’s Gingerbread Co

Instructions: 1. Establish a focal point in your display, we’ve used Telelflora’s “Homemade for the Holidays” Poster describing the Buddy Valastro partnership. 2. Be sure to show empty products that can be bought alone as gifts and with bouquets. 3. When creating cash and carry bouquets in the products you’re featuring, be sure to design higher value and unique bouquets that customers can only purchase in your shop. 4. Cooking-related items like a stand mixer, oven mitts, and cooking utensils push the “cooking” theme even further.

5. Placing items like marshmallows , flour, sugar and in glass jars keeps your display looking polished and professional. 6. Don’t forget to add cash and carry items to your display like boxes of chocolate, candy canes, and plush. It’s a great way to increase impulse purchasing with walk-in customers. 7. Using a neutral backdrop color such as this special shade of brown, not only allows the greens, reds and whites to stand out on your display, but it can also be used again, for a display in the fall.

4 3

Trim the Tree with Radko This display centers around Teleflora’s Radko® Starry Ornament and Teleflora’s Mercury Glass containers. These items are perfect as decorations or as gifts and will look good in any home.We’ve created a household setting to showcase the Ornament products.This merchandising display illustrates how well bouquets in the Mercury Glass containers look atop a mantelpiece, and helps customers envision the product in their own home.

tree. Ingredients: x mantelpiece and wooden fau a th wi ed fitt ll wa y gra ainst a light Setting: The display is set ag Display Elements: wood and painted green. • Christmas Tree: made of • Mantelpiece ping paper. wrapped in Christmas wrap s xe bo rd oa rdb Ca : nts ese • Pr ornaments • Tall glass containers with • Festive foliage Merchandise: ® Ornament (14X400) • Teleflora’s Radko Starry Bowl (10X100) • Teleflora’s Mercury Glass arket) • Patrician Candles (theM • Lion Ribbon (theMarket) • Garland • Wreath

Instructions: 1. A faux mantelpiece is a great way to help customers see how bouquets and merchandise look in their home.The mantelpiece also allows you to establish eye-level focal points in your store where you don’t have shelving. Faux mantelpieces can be purchased for under $400 and be used year-round. 2. Teleflora’s Mercury Glass make for beautiful home décor bouquets.You can also use them as risers by flipping them upside-down in the display to create height and dimension. 3. The main feature of this display is the green, wooden Christmas tree, cut from a 4’ x 8’ sheet of plywood. The ornament holes were created using a compass to draw 8” circles and then cut out with a jigsaw. You can use the cut-out circles as platforms for Teleflora’s Radko® Ornaments. 14

4. Make sure to feature your Teleflora Radko® Ornament poster! Our holiday posters are perfect for windows, but are a great addition to any in-store display and will grab the attention of your customers. 5. Don’t forget the floor space! While you want to make sure your most important items are at eye level, the floor can be a great place to finish the look. In this display, cardboard boxes with festive Christmas wrapping paper become inexpensive decorations that help support the display theme.

ions, visit: ct u tr s in ee fr r u To download o sToolbox.aspx a m /X m o .c a r lo MyTelef

3 2 1

WINTER WONDERLAND This “Penguin Winter Wonderland” display centers around Teleflora’s Send a Hug® Penguin and festive items that complement the color palette of this display. The sweet as can be Penguin brings charm and laughter to the holiday season and is the perfect item to feature in a fun and festive winter scene.

a Ingredients: with elements that feature led ink spr d an e blu lic tal wall painted me nd. Setting: The backdrop is a ndeer, and polar bears abou rei s, uin ng pe ere wh d an modern winter wonderl Display Elements: • Paper Christmas Trees • Frosted Christmas Trees • Fake Snow • Hanging Icicles • Snowflakes • Ornament Wreath • Glittered Ornament Balls Merchandise: ® nguin (14X500) • Teleflora’s Send a Hug Pe Royal Vase (12R700) • Teleflora’s Mercury Glass arket) • Patrician Candles (theM et) rs, and Polar Bears (theMark ee ind Re s, uin ng Pe ND • GU and Snowmen (theMarket) • First & Main Polar Bears et) Penguin Truffles (theMark • Moonstruck Chocolate (theMarket) es uffl Holiday Collection Tr • Moonstruck Chocolate

Instructions: 1. Create a focal point in your display.We used an Oasis® 24” Mache Wreath decorated with ornament balls of various sizes and in shades of blue and silver. 2. Teleflora’s Send a Hug® Penguin is right at home in this winter wonderland. Include different styles of this bouquet to show it’s versatility – we used a Christmas tree with blue ornaments. 3. Develop a color theme for your display. Here, the backdrop is painted metallic blue with elements that complement that color. 4. Consider the accessories you want to sell alongside your main products when theming your display. Here we featured the blue and silver products from Moonstruck Chocolates along with silver and white candles. 16

5. Create dimension in your display with decorative elements like the frosted trees used in our example. Dimensionality transforms displays from static or flat, to something that is alive.We’ve also used icicles hung from the shelves to help your eyes flow between the merchandise. 6. Stuffed animals like the penguins, reindeer, and polar bears help to animate your display in a fun, whimsical and non-structured way. 7. Create a visually strong display by grouping like item. Here, high margin and important products are grouped to attraction the eyes of customers. 8. Draw customers in to certain areas of your display with sparkles.We used shimmering snow, glittered snowflakes and sparkling ornaments to help catch the customer’s eyes.

3 1

PLANNING A SUCCESSFUL open house For many retailers, an open house is a crucial part of their holiday season. It can mark the official kickoff to the holidays, a time of year that many customers await. Holiday open houses are a great opportunity to capture sales early on in the season and create buzz in your local community.

Timing Fall is always a busy season for consumers and scheduling your open house will be a key factor that determines how many people will attend. When planning your holiday open house, be sure to keep other community events in mind and donâ&#x20AC;&#x2122;t schedule it on the same day. Try to hold your open house before other businesses in your town and be aware that holiday shopping will be your biggest competitor.

Create Buzz Interested in getting more people to your open house? Advertise a raffle for your event! Extravagant prizes such as a flower arrangement, once-a-month for a year, a pricey vase or urn are great raffle items. Raffles draw more attention if the prizes are something customers value, and consider lavish or luxurious. Ask customers to drop their name, phone number and e-mail address into a fish bowl, then do three to five drawings at the end of your open house and award prizes to the winners. Door prizes are another way to entice customers during an open house. Hand $5 gift cards to people as they enter â&#x20AC;&#x201C; chances are high they will make a purchase of more than $30! For a modest cost, customers will appreciate the sentiment and remember your shop the next time they need flowers. Other great ideas include free samples of aromatic lotion, free chocolates, or making small, hand-tied bouquets that you can give to each woman as she leaves.

Create a Welcoming Environment For most shops, a holiday open house will attract many new customers and just like first impressions, their first step into your shop is the most important. Be sure your merchandise is beautifully displayed and your shop is decorated with festive colors. Don’t forget the holiday music! Ask a local restaurant or bakery to cater your event. Negotiate a deal with the business on the food in exchange for advertising in your shop during the open house. Food and drink will create a party atmosphere and customers will stay longer. Keep it simple and have fun!

Plan for a Fun and Entertaining Time Conduct a workshop or give a demonstration during your open house that customers won’t find anywhere else. Do something seasonal like how to make a gift bow, or how to create a holiday wreath or Christmas tree. Provide an activity for the kids like flower tattoos, face-painting, coloring, or arranging small, inexpensive bouquets. Hire a local choir to sing holiday carols, a string quartet, or a harpist – live music is inspiring and adds to the whimsical nature of the holiday season.

Make The Most Of Your Holiday Open House Reap the benefits of a holiday open house all year long by connecting with future customers. Make sure you get everyone’s contact information.You can have a prize drawing to collect email addresses, place a fish bowl by the exit, or simply ask for their information before customers leave.

Make the Holidays Social There are a number of ways you can use your social media profiles to build your brand this Christmas. If you don’t have pages or profiles set up on Facebook, Pinterest, and the like, now is a great time to get started! Use Pinterest to showcase gifts and decor • Pinterest is an online scrapbook where users create virtual “boards” with images of things they love. You can use it to set up holiday-themed boards full of beautiful suggestions for gifts, décor and table settings. You can set up as many boards as you want and the idea is to create boards full of things you find appealing, including non-floral items. • Don’t forget to link your pins back to your website to drive traffic and orders!

Facebook “f ” Logo

CMYK / .eps

Facebook “f ” Logo

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Host a holiday contest on Facebook • Ask your Facebook followers to post a description of their perfect Christmas, or funny stories from past holidays. Regardless of the question, you can pick a winner for the best/funniest/ most creative story and post the results to our Facebook page and eFlorist website. • Some ideas to try: Best Christmas, Funniest Gift Received, Favorite Holiday Foods. Share holiday updates on your G+ page • Share what you’re doing in your shop, on your Google+ business page. Upload photos, questions, even short videos.The activity will keep your customers informed and can boost your SEO (Search Engine Optimization). • Post-worthy items: Short videos of your shop as you decorate, photos of Christmas creations, photos of holiday events you host or attend. For more ideas on how to use social media to your advantage, check out a recorded webinar on the subject from eFlorist University. Simply log in and click on “Let’s Get Social!” to view the presentation. 20

Spread Good Tidings via Email Email is one of the easiest, most cost-effective ways to market your business. If you’re an eFlorist member, marketing emails are sent on your behalf for free as part of your program membership. Email can drive millions in sales, and with eFlorist, most of the work is done for you. Here are a several ways to improve your email sales:

Add an offer • The absolute best way to improve the performance of your email marketing campaigns is to include an offer. It doesn’t have to be a huge discount, either! The eFlorist team has found that open rates on emails nearly double when an offer is mentioned in the subject line.

The lesson: Set up a promotional offer using eSAT, include it in your email messages and tout it in your email subject lines!

Change your product line-up • eFlorist emails display whatever products are on your website’s

homepage.You can modify the message by changing what’s on your homepage OR picking entirely different products for your email messages.

The lesson: Give customers something different from the usual and pick unique items to show on your homepage and email messages!

Collect more addresses • The greatest-looking advertising can be rendered ineffective if no one sees it. Use every opportunity to build your email list so you can spread your message as wide as possible.

The lesson: Incorporate email collection into your in-store and phone scripts for employees. Download an email collection sheet from eFloristUniversity.com and print out copies to keep at the register and next to the phone. For more tips on making the most of email marketing, check out eFloristUniversity.com.We’ve got an entire webinar devoted to email marketing, and it’s available for viewing at any time. 21

Using Your Website to Sell-ebrate the Holidays On the first day of Christmas, my true love said to me,“Your website can really help you sell.” To get the most out of your online storefront, stick to these “five golden rules:”

Put your best foot forward • Like your store window, your homepage is the first thing most customers see when they find your website. Make the most of it by adding a personal message and making sure your favorite holiday products are displayed prominently on your homepage. - Check out eFloristUniversity.com for webinars on customizing your homepage using the eFlorist Self Administration Tool (eSAT).

Tailor your holiday line-up • Are you frustrated by orders for low-price products? You can easily increase the prices on these items or remove them from your website entirely using eSAT.The holidays are going to be busy, so you want to make the most out of each and every sale. - Edit individual product prices and availability using eSAT.

Create your desired price range • Reports in eSAT can tell you what the average sale is on your eFlorist website (Average Order Value, or AOV). If that number is lower than you’d like, you can use eSAT to create your ideal “store shelf” that includes the prices you want. Set your ideal price range for each category on your website, including your homepage! - Use eSAT to calculate your AOV and arrange your product line-ups accordingly.

Use holiday pricing • Increased demand around the holidays can mean increased costs for you.Your product and delivery prices can be increased to accommodate this seasonal spike.What’s more, increasing your delivery fees for particular days can serve to encourage customers to choose alternate delivery dates. - Try the holiday pricing tool in eSAT to set holiday upgrades for popular items.You can add a premium to holiday products based on order date or delivery date.

Reduce products as December 25 approaches • As the days get busier, you may want to consider reducing your online inventory to make orders easier to fill. Before it gets busy, think about which products to eliminate as you get closer to Christmas. - Use eSAT to activate and deactivate products quickly and easily. The eFlorist Support team will also be available to make changes leading up to the holidays.

Call 866.983.3932 or email requests to eflorist@teleflora.com. Holiday deadlines for making requests will be posted to the eFlorist Resource Center, so get your requests in as early as you can! 22

Holiday Florist Exclusive Arrangements This holiday season,Teleflora has created new arrangements exclusive to eFlorist customers.These arrangements have been designed for just for you, with all-around designs and higher price points. If you are codified for any of Teleflora’s Fall or Christmas containers, the corresponding arrangements will be available on your eFlorist website automatically. In addition to the 360-degree design and more desirable price, these arrangements are not sold on Teleflora.com. Only local Teleflora florists have these arrangements!

Did you know?

You can increase your average order value and profits significantly this holiday season by promoting Florist Exclusive products. Over Mother’s Day, The new Florist Exclusives netted florists around $13 more per order than standard codified arrangements.That number is even more impressive when you consider that exclusive arrangements accounted for a whopping 27% of all codified sales across eFlorist websites. Florist Exclusives are a great way to earn more profit with every order!

Market your exclusive products – tastefully! As a special bonus, we’ve included store posters and workroom posters for these items in your FSG Update Kit. These posters will allow you to leverage them with your in-store customers! Make the most of these products by following these tips: • Add the new exclusive products to your eFlorist homepage • Include these products in your marketing emails • Display the Florist Exclusive posters in your store • Display the Florist Exclusive workroom posters Teleflora’s Season’s Best Centerpiece

Thomas Kinkade’s Meet Me Under The Mistletoe

Teleflora’s Candy Cottage Bouquet

T14X105A all-around arrangement

T14X205A all-around arrangement

T14X305A all-around arrangement

bouquet approx. 17½" (w) x 17½" (h)

bouquet approx. 16¾" (w) x 11¾" (h)

bouquet approx. 13" (w) x 14½" (h)

flowers, foliage & supplies*

4 roses, 40cm, red

7 roses, 40cm, red

2 stems roses, spray, red

3 stems lilies, asiatic, white

4 stems chrysanthemums, button spray, white

1 stem lilies, asiatic, white

3 stems carnations, miniature, maroon

1 branch holly, variegated

6 carnations, peppermint

1 branch noble fir

1 branch white pine

5 pinecones, small, frosted, knud nielsen

½ berry spray, red

½ block floral foam

1 branch white pine

1 berry spray, large, red

3 pinecones, small, frosted, knud nielsen

thomas kinkade’s a kiss for santa set

½ block floral foam

holly days bowl, care card and teleflora pick

thomas kinkade’s a kiss for santa keepsake, liner dish, adapter spike, starter batteries, care card and teleflora pick

suggested bouquet prices** U.S. – $67.95, Canada – $71.95

U.S. – $79.95, Canada – $83.95

Celebrations by Radko® Starlight, Starbright

Send a Hug® Christmas Cutie by Teleflora

Teleflora’s Warm Holiday Wishes Bouquet

T14X405A all-around arrangement

T14X505A all-around arrangement

T14X605A all-around arrangement

bouquet approx. 11¾"(w) x 11" (h)

bouquet approx. 12¼" (w) x 13½" (h)

bouquet approx. 12" (w) x 12¼" (h)

gingerbread cookie jar set gingerbread cookie jar, lid pick, care card and teleflora pick

suggested bouquet prices**

suggested bouquet prices** U.S. – $64.95, Canada – $68.95

flowers, foliage & supplies*

8 carnations, red

3 roses, 40cm, red

4 carnations, red

4 carnations, peppermint

3 stems carnations, miniature, red

4 carnations, peppermint

2 stems chrysanthemums, button spray, white

2 carnations, red

4 stems carnations, miniature, red

1 stem flat cedar

2 stems carnations, miniature, red

1 stem statice, sinuata, white

2 branches noble fir

1 stem chrysanthemums, button spray, green

3 tips holly, variegated

1 branch white pine

5 tips holly, variegated

1 branch noble fir

3 stems lemon leaf

1 branch noble fir

1 branch white pine

3 oz. spray paint, silver

1 branch white pine

4 pinecones, small, frosted, knud nielsen

/3 block floral foam

½ berry spray, red

1 yard #9 wired ribbon no. 222050, plaid, offray

celebrations by radko starry ornament set

3 pinecones, small, frosted, knud nielsen

celebrations by radko starry ornament jar, lid pick, care card and teleflora pick

½ block floral foam

/3 block floral foam

merry mug set

send a hug precious penguin set

merry mug, care card and teleflora pick

send a hug precious penguin, care card and teleflora pick

suggested bouquet prices** U.S. – $59.95, Canada – $62.95

holly days set

L LOCA ES! USIV EXCL

1 stem gypsophilia, million star 1 branch noble fir

4 pinecones, small, frosted, knud nielsen

1 yard #5 velvet ribbon, burgundy, offray

2 12" taper candles, gold, candle artisans

suggested bouquet prices** U.S. – $52.95, Canada – $55.95

suggested bouquet prices** U.S. – $54.95, Canada – $57.95

winter wonders!

Christmas 2014 Workroom Poster

(1 stem = 4 blossoms + bud)

LOCAL EXCLUSIVES!

*Due to regional and seasonal availability of flowers, Teleflora florists may make reasonable substitutions as needed. **Does not include delivery and transmission fees. Prices in Alaska, Hawaii and Canada may vary.

christmas is thursday, december 25. Teleflora’s Season’s Best Centerpiece

Thomas Kinkade’s Meet Me Under The Mistletoe

Teleflora’s Candy Cottage Bouquet

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7/16/14 3:19 PM

FLORIST EXCLUS IVES!

For more information on the new Christmas Florist Exclusive products, visit the Holiday Toolbox on MyTeleflora.com

o’ christmas treats! christmas is thursday, december 25. Celebration by Radko® Starlight, Starbright

Send a Hug® Christmas Cutie by Teleflora

FS11202_FSG144_eflorist_XmasColl_R4.indd 2

7/16/14 3:20 PM

How to handle your holiday leftovers Christmas is now over, and it’s time to transition into a new year of success. The end of the year is a perfect time to clean up shop and set your plans in motion for 2015. Here are a few tips to make the most of the post-Christmas season.

ReviewYour Inventory Consider hosting a Post-Christmas sale. Mark down Christmas items to make way for new ones. The idea is to reduce your excess inventory and open up dollars to buy products that will rejuvenate and bring new life to your shop in the New Year.

Save Leftover Items for Valentines Day VDAY

2015

The next big holiday to prepare for is Valentines Day, of course. What items can you keep and re-use? Many metallic or red containers will make beautiful Valentines Day vases, so toward the end of your Christmas holiday rush, try to feature and sell more of your containers that look most specific to Christmas, as opposed to containers that can be re-used for Valentine’s Day.

New Displays Now that your inventory has a plan of attack, evaluate your store floor plan, point of sale area, and displays. Customers are greatly influenced by the visual information they gather upon entering your shop. Get your customers ready for the New Year with these helpful display tips.

Prep for next holiday Prepare for next year by reviewing what worked and what didn’t this year.

Christmas Post-Season Analysis Conducting an analysis is a way to measure your sales progress over a period of time. The analysis also allows you to identify weaknesses in your strategy and make changes so that you can improve the results over the next period. Use this information to set performance goals for next year.

Elements of a Successful Analysis Finding the data: Before you can perform an analysis on your shop’s Christmas performance, you’ll need to run sales reports from your POS System.Analyzing the data:After you’ve run your reports and gathered the necessary information, you can now analyze it.

Essential Reports to Run: • Total sales (DovePOS Report: Business Pulse) • Average Sales (DovePOS Report: Business Pulse) • Sales by Product (DovePOS Report: Sales by Product Report)

Analyzing the Data Questions to ask when looking at the data: •What were your total sales for the holiday? •What were your total sales compared to last Christmas? •What was your average order value? •What was your average order value compared to last year? •Was it higher or lower? Why? •What products were your top sellers? •Were your top sellers different compared to last year? Why? Performing a sales analysis by running reports and answering these questions will give you a head start at understanding your holiday performance and will help you prepare for next year.

The end of the year is a perfect time to clean up shop and set your plans in motion for 2015.

Printed in U.S.A ÂŠ2014 Teleflora FM3019M