AUGUST/SEPTEMBER 2014
Revive, Rejuvenate and Refresh
table of contents 2
President’s Letter
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Travels with Tom
4-5
Design and Education
6-7
Member Spotlight
8-9
AIFD 2014
10-11
Make Someone Smile Week 2014
12-19
Business Information
20-21
Product
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Make Someone Smile Week Doodle Contest
Floral design education is of utmost importance in keeping your business relevant in today’s highly competitive and ever-evolving marketplace. In the months before the frenzy of the holiday season, we encourage you to take full advantage of all the programs Teleflora leads and supports to keep the inspiration flowing and your business at the top of its game. Identifying the latest new floral design trends in your local market, around the country and even internationally is a great way to ensure your shop’s floral offerings stay on the cutting edge. Be mindful of new flower types that may become popular, try fresh floral design concepts, and ramp up your product development and merchandising efforts to tap into trends and diversify your shop’s offerings. You can learn about the latest trends and more ways to stay ahead of the competition by attending one of the many industry and educational events going on this season. For example, coming up this October 5 – 8, the Teleflora Education Center in Oklahoma City hosts a course on “Everyday Design: Developing Your Signature Style” that will provide hands-on sessions to discover creative new twists to reenergize your daily sales and increase orders. Meeting the needs of today’s floral customer not only requires continuous floral education, but a concerted effort to gain insights about your audience so you can work smarter and more efficiently. Take full advantage of the knowledge shared by experts in our field as well. The “Business Smarts Summit” currently underway at the Teleflora Education Center in Oklahoma City is a great example of a forum for gathering new information and strategies for improving business efficiencies, investment opportunities and better merchandising tips that lead to increased profits. We’d like to thank our featured guest speakers this year that included Paul Goodman, the renowned floral industry financial expert and author of the book, “The Profit Minded Florist”, as well as Teleflora’s vivacious and talented floral designers and educators Marie Ackerman and Vonda LaFever. Teleflora is a proud sponsor of these events and others throughout the country. With so many dynamic floral industry events, resources and educational opportunities at your disposal, we encourage you to participate so you can boost your business success!
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Sincerely,
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Teleflora’s Pleased As Punch Bouquet jeff bennett {president of teleflora}
TRAVELS WITH TOM
TRAVELS WITH TOM
WE’RE PROUD TO SUPPORT SAF IN PROVIDING BUSINESS EDUCATION When it comes to helping florists learn to run their businesses profitably, the Society of American Florists has a long history as an industry leader. Still, one of the best opportunities the society provides is a relatively recent innovation. The Retail Growth Solutions Mini-Conference had its fifth annual run this year in Chicago, with almost 90 retail florists attending from as far away as Edmonton, AB.
Naturally they included plenty of Teleflora members including SAF President Shirley Lyons AAF of Dandelions Flowers & Gifts in Eugene, OR, Tim Farrell AIFD, AAF, PFCI of Farrell’s Florist in Drexel Hill, PA, and Tom Hamilton of Beavercreek Florist in Beavercreek, OH (all seen in the photo to the right).
Tim, who is also one of our popular Teleflora Education Specialists, gave a program on “Designing for Profits” that explained to florists who were there how to save time and product cost at the design bench without compromising on quality.
For Andy Zimmerman of Kiko’s Flower and Gifts, Park Ridge, IL, this was his first Retail Growth Solutions conference. “I’m usually pretty skeptical,” he says, “so I was surprised, not only at how informative it was, but how many things I learned were immediately applicable—things I could start doing right away to make the store more profitable than before.” Andy is at right in the photo; at left is Justin Sheffield of Ashland Addison Florist Company in Chicago, IL.
The speakers are great, but one of the best things about a conference like this is connecting with other florists who are going through the same challenges, sharing tips and ideas. Among the country’s top florists in attendance were Clay Atchison of McAdams Floral in Victoria, TX.
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If you missed this year’s Retail Growth Solutions Mini-Conference, you don’t even have to wait until next year. Stimulating business advice is always part of the annual SAF national conference—coming right up, August 13-16, in Marco Island, FL. (For more information, visit the SAF website, www.safnow.org, or call 800-336-4743.) You could easily earn back the cost of attending the conference in the extra profits you’ll make.
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DESIGN AND EDUCATION
Teleflora Education Center hosts Wedding Professional Design Class The Teleflora Education Center in OKC hosted its annual wedding design class in June – a hands-on class that covered the latest techniques in creating bouquets and personal flowers for today’s bride. Taught by Teleflora Education Specialist Joyce Mason-Monheim AIFD of Tucson, AZ, the class highlighted the latest designs for today’s wedding market – including new bouquet styles, color trends and new products for the wedding market. Special emphasis was given to designs that look complicated, but are labor efficient to create – including fast bouquet armatures, quick handle treatments and new ways to use materials that we often take for granted. The class also learned how to conduct a wedding consultation and secure the order with a deposit. Profitability was at the top of the class agenda – class participants were taught how to price their designs to return a reasonable profit for their business.
UPCOMING CLASSES: BUSINESS SMARTS SUMMIT: OPERATING A SUCCESSFUL RETAIL FLOWER SHOP with Paul Goodman CPA, Vonda LaFever AIFD PFCI , Marie Ackerman AIFD PFCI AAF and Special Guest Speakers August 10-13, 2014
SYMPATHY TRIBUTES: A MODERN APPROACH with John Hosek AIFD PFCI September 7-10, 2014
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EVERYDAY DESIGN: DEVELOPING YOUR SIGNATURE STYLE with Susan Ayala AIFD PFCI October 5-8, 2014
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DESIGN AND EDUCATION
employee spotlight
teleflora tip
Name: Beau Patchen
More and more brides are asking for the popular look of dusty miller foliage, with its soft gray color. But what if you can’t get dusty miller, or need a hardier foliage, or just want to offer your bridal customer an alternative? You can actually treat foliage yourself to give it that dusty look, says Teleflora Education Specialist Vonda LaFever AIFD, PFCI.
Office: Cleveland, Ohio Title: Territory Sales Manager Time with Teleflora: 4 months Department: Sales What do you like most about your job? I love going out and meeting Teleflora florists and giving them ideas to grow their business. What do you do at Teleflora? Develop new business and service a strong network of existing business in our Ohio, Northern Kentucky, and Eastern Indiana Territory. What are your hobbies? All around sports buff, automobiles, computer geek at heart, any activity that is outdoors and on the water. What’s your favorite Teleflora Bouquet? Teleflora’s Weber Hot Off the Grill
Try this technique with salal or with variegated or green pittosporum: Lightly spray the foliage with gray or silver Design Master spray. While the spray is still wet and tacky, heavily sprinkle baby powder on the leaves. Quickly shake off the excess, leaving the desired “dusty” look. To seal the powder, spray the leaves with Design Master Super Surface Sealer. Another option is to purchase foliage that’s already been treated for a “White Mist” look, available from Wm. F. Puckett (www.puckettfern.com). Vonda shares tips like this one at programs sponsored by Teleflora, as a design specialist for Fitz Design, and as a coach for TeamFloral. For more information on Teleflora-sponsored programs and educators, visit the Design & Education section of MyTeleflora.com.
design ideas from Flowers& Magazine from the archives: august & september 2013
WILD OATS Two full bunches of oats make a strong fall statement and provide this design with height and volume, while stem-dyed craspedia, short roses, Green Trick dianthus, and curls of half-inch flat wire in matte gold add long-lasting color and line. With one bunch of oats standing vertically in the center, Kevin took the other bunch, split it in half, bundled the halves with Bind Wire and secured them in the foam horizontally with wood picks. The oats are from Schusters of Texas, the wire from Smithers-Oasis, and the large tapered cube from Container Source. Floral design by Kevin Ylvisaker AIFD, PFCI .
FARM FRESH
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Vegetables, buttons, burlap, pods, beans, and canning jars are some of the elements that might contribute to a rustic, hand-crafted look for a colorful country wedding. Here, vegetables are prominently featured in a design made in a plastic tray that rests on top of a glass cylinder; the cylinder has been turned upside-down over a smaller design in a Teleflora bamboo cube. In both designs, cauliflower and broccoli florets are added to the foam with wire picks, while mushrooms perch on stems made of florist wire. “Wrap the tip of the wire with floral tape,” says designer Bert Ford, “and it helps to keep the wire from pushing all the way through the mushroom cap.” Floral design by Bert Ford AIFD, PFCI.
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MEMBER SPOTLIGHT
HALL OF FAMER Floriculture student, designer, delivery boy, shop owner, Teleflora Unit President, regional director for the Michigan Floral Association, independent sales representative visiting florists in Michigan and Florida… G. Keith Crittenden has seen the retail florist business from many angles. He’s now a member of the Michigan Floral Foundation Hall of Fame! He’s seen in the photo with Clara Crittenden, with Michigan Floral Foundation chair Alice Waterous AIFD, PFCI, and with his son Rodney, president of the Michigan Floral Foundation.
HAPPY 100, TSFA! A large Teleflora contingent turned out for the Texas State Florists’ Association 100th anniversary convention in Austin, including Teleflora Chairman Emeritus Herman Meinders—seen above, in a dashing orange tie, in a group photo and with Ken Freytag of Freytag’s Florist in Austin, Teleflora Vice President of Publications and Industry Relations Rich Salvaggio AIFD, PFCI, Charles Ingram of Dr. Delphinium in Dallas, and Lynn Lary McLean of Lary’s Florist in Friendswood.
HE’S GOT SUNSHINE Congratulations go out to Yaniort Lante of Avant-Gardens in Miami, FL, winner of the Teleflora Sunshine Cup at this year’s Florida State Florists’ Convention. The cup is beautiful all by itself—and comes with a $1,000 cash prize!
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SYMPATHY WITH STYLE
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Style-savvy sympathy designs from Teleflora Education Specialist Darla Pawlak inspired the audience at a Minndakota Unit program in June at North American Wholesale in Sioux Falls. Helping to prep for the program were (from left to right) program chair Laura Baker of Baker’s Design in Wessington Springs, SD; Unit President Renee Polreis SDCF of Nepstad’s Flowers & Gifts in Mitchell, SD; and past president Patience Pickner AIFD, PFCI, SDCF, of The Picket Fence in Chamberlain, SD.
MEMBER SPOTLIGHT
YES, IT’S ART A great location (at the OSU Alumni Center in Stillwater, OK) and a great designer (Teleflora Education Specialist Gerry Toh AIFD) proved a winning combination for this year’s well-attended Oklahoma State Florists’ Association Conference in late July. For those who came in the night before, the association offered a painting class! Teleflora Oklahoma Unit President Jan Wear of Watonga Floral in Watonga, OK was among those who participated and had a great time.
SALUTING TOP MEMBERS In Maryland, top Teleflora member florists include Flowers World Wide in Gaithersburg, MD, where Mrs. Ahn and Mary proudly posed with the shop’s plaque. In Michigan, three shops were recently recognized: Burgett Floral in Grand Rapids, where Lisa Ketchum, Nancy Butts, and Angie Aernouts acknowledged the award with smiles; Delta Flowers in Lansing, with Kim McCann, owner Laura Miller, Katie Jo Osenga, and Jenifer Hahn; and Ludema’s Floral & Garden in Grand Rapids—a big shout out to fifth-generation florists Jesse and Allison, seen here with the fourth generation, David and Rene Ludema!
congrats to the blooming boutique! The Blooming Boutique Nashville (www.thebloomingboutiquenashville.com) in Nashville, Tennessee received a BIG surprise as Teleflora’s grand prize award recipient of a $20,000 floral shop makeover and Shop Spa Day for its lucky staff members. The shop will begin construction of its floral shop makeover this summer. “This amazing shop makeover from Teleflora is just the extra boost our local business needs to help take us to the next level and we couldn’t be more excited to see the upcoming transformation,” said Jerry Ellis, owner of The Blooming Boutique Nashville.
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Other top honorary award recipients from Teleflora’s “Send & Deliver Bliss” promotion includes first prize winner, A Blue Moon Floral (www.bluemoonfloral.net) based in Denver, Colorado. A Blue Moon Floral is the lucky recipient of an ultimate Shop Spa Day valued at $1200 in Spafinder Wellness 365 gift cards, good for its hard working staff to indulge in an array of spa services, beauty treatments or other premier wellness offerings available at any Spafinder location. The second Teleflora prize recipient, Crescent Street Floral (www.crescentstreetfloral.com) in Grand Rapids, MI received a $600 Shop Spa Day and $250 gift card to theMARKET by Teleflora. Finally, West Hills Florist (www. westhillflorist.com) in Scarborough and Toronto, Canada is Teleflora’s third prize winner to earn a fabulous $600 Shop Spa Day package.
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AIFD 2014
Floral Artistry Thrives at AIFD S There’s a reason why Teleflora has long been a supportive partner to the American Institute of Floral maintaining and elevating high standards for floral design and retail floristry as a profession.
This summer’s AIFD Symposium in Chicago certainly moved that goal forward; Teleflora members and event, which was also supported by Teleflora as a company.
Among many other highlights, Teleflora sponsored Education Specialist Darla Pawlak AIFD, PFCI a Flowers & Home in Bryant and Hot Springs, AR in a program all about combining fresh flowers w work—a lucrative and high-profile market. Another program featured Teleflora Education Specialist H about how to stand out from the competition.
Next year AIFD celebrates its 50th anniversary! Symposium will take place in Denver, with Teleflor Program Chair and Teleflora Vice President of Education Marie Ackerman AIFD, AAF, PFCI as Symposium
To learn more, go to www.aifd.org.
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Like MyTeleflora on Face
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AIFD 2014
Symposium Designers: both organizations share the same goal of
d Education Specialists played a very active role in the
along with member florist Monroe Cranford AIFD of with permanent materials in commercial and contract Hitomi Gilliam AIFD, who gave floral professionals ideas
ra Education Specialist Vonda LaFever AIFD, PFCI as m Coordinator. It’s sure to be the best Symposium ever!
ebook to view our exclusive AIFD photo album!
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MSSW 2014
Teleflora’s 14th Annual Make Someone Smile Week Delivers Floral Joy to Thousands of Individuals Most In Need of a Smile Celebrating the power of Teleflora’s incredible network of local florists around the country, Teleflora’s 14th Annual Make Someone Smile® Week was another heartwarming and awe-inspiring display of floral giving amongst those most in need of a smile in local communities throughout the United States and Canada. From Sunday, July 20 through Saturday, July 26th, thousands of Teleflora member florists and community volunteers were busier than ever hand-arranging and hand-delivering Teleflora Be Happy® bouquets to hospital patients, senior citizens living in nursing homes and assisted living homes, recipients of Meals-on-Wheels, and countless other programs. Thanks to the generosity and kindness of our floral network, we continue to make a difference by increasing our overall volunteer efforts gifting smiles and free beautiful floral bouquets year-over-year. The combined efforts of all the Teleflora member florists and volunteers who worked so tirelessly to touch the hearts of others this past week paid off through the brilliant smiles that shined upon the faces of each individual recipient, as well as the heartfelt appreciation and “feel-good” moments that were shared by all.
“What sunshine is to flowers, smiles are to humanity. These are but trifles, myteleflora news
to be sure; but scattered along life’s pathway, the good they do is inconceivable.”
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– Joseph Addison poet
MSSW 2014
Flowers make people smile! That’s the message that was delivered by Teleflora Units all across the nation during Make Someone Smile Week 2014. ARIZONA UNIT Flower-filled smile mugs were delivered to delighted seniors at an adult day care center by Unit President Martha Deyden AzMF and her kids. COLONIAL VIRGINIA UNIT Unit President Stephen Morrin and a team of volunteers brought smiles to residents at two assisted-living retirement communities, Brighton Gardens and Marion Manor. MAINE UNIT Thanks to Unit President Cheryl McKeone for sending these photos of ladies at the Chapman House in Auburn, ME, who got extra smile mileage out of making their own arrangements in Teleflora’s Be Happy mugs! NORTH FLORIDA UNIT Scouts brought youthful energy to the team organized by the North Florida Unit, where Robyn Arnold is Unit President. “We went from room to room delivering smiles” at Westbrooke Manor, an assisted-living center in Zephyrhills, FL, Robyn writes. “Handshakes, hugs and kisses, and lots of smiles were received back from our recipients.” NORTH TEXAS UNIT At Greenville Floral, Luanne Dickens started getting ready for Make Someone Smile Week by promoting the special event with a cheerful and colorful window display. Volunteers made up smile mugs, visited with residents, and lifted spirits high at Greenville Health & Rehabilitation Center. OHIO BUCKEYE UNIT The Ohio Buckeye Unit delivered Monday, Tuesday, Wednesday and Thursday to various facilities where the flowers were most welcome, and created awareness around the event by submitting news releases to local news media. SOUTH TEXAS UNIT Cheerful flowers and plants made the rounds and brightened hearts in South Texas, where the Teleflora Unit made a bigger impact by partnering with volunteers from a local Catholic church. WEST VIRGINIA UNIT West Virginia Unit President Jim Coombs built anticipation for Make Someone Smile Week with a window display and made the local newspaper aware of the project, which led to a nice video on the paper’s website. Volunteers presented mugs filled with African violets to residents at Mon General Hospital in Morgantown, WV.
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WESTERN PENNSYLVANIA UNIT A green plant and a single bright flower makes a beautiful way to fill a Be Happy Mug—especially when you’re filling dozens of them, as Western Penn Unit President Janet Woloszyk discovered on day two of Make Someone Smile Week. That’s dozens of genuine smiles!
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Tips to make your Business Blossom Owning a flower shop involves much creativity and design skill, but sometimes running the business side can be a bit more daunting. Whether it’s procuring the best flower and container prices, keeping inventory, or balancing your budget, sometimes running your own business can get in the way of running your own business. Teleflora is here to help with tips and tricks to make the business side of owning a flower shop a bit less stressful. This issue of MyTeleflora News features many ways to market your shop, keep detailed inventory, and much more.
SALES ANALYSIS
The Daily, Weekly and Monthly Sales Analysis Sales Analysis is an important management tool. By watching the daily, weekly and monthly figures, you can monitor what is happening to your sales, and determine the need for extra product purchases, or discounts on slow moving items that might be necessary. For example, you can find out that last year, you sold 2,500 poinsettias, 1,500 in the first two weeks of December. Since your sales have been running a little ahead of last year overall (your sales analysis confirms that), you bought the same number of poinsettias for this year. However, by mid-December you daily sales analysis, which shows both last year’s sales and this year’s sales, says you have only sold 1,200 poinsettias so far, compared to the 1,500 last year. You know immediately that you might have too many poinsettias left over. With this information, it is probably best to run a small promotion to stimulate sales of poinsettias to avoid an oversupply.
FINDING THE DATA Before you can perform an analysis on your shop’s sales performance, you’ll need to run sales reports from your POS System. 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 After you’ve run your reports and gathered the necessary information, you can now analyze it. Questions to ask when looking at the data: • What were your total sales for that day or week? How do they compare to last year? • 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?
SETTING GOALS
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While it’s essential to compare your sales to the prior year, establishing and monitoring your sales as it compares to your sales goals for the current year is equally important. At the end of your fiscal year, be sure to set sales goals for the next year. A great way to get started on this is to look at the prior year and account for where the sales came month by month. Did you add a sales person a certain month? Did you advertise in the local paper? Once you gather that information, project any changes that you might have and how you expect to impact sales.
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To order, call Teleflora’s customer service today at: 800.333.0205
eFLORIST
SEO vs. SEM: Is One Better? Short answer: No, neither is better than the other. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) work best when they work together. First, let’s go over some of the features and benefits of each online marketing method.
Search Engine Optimization (SEO): Free to do, it involves optimizing your existing website to get more prominent placement in organic (AKA natural) search results. Relies on search engines to decide whether or not you’re relevant to searches for particular words. Search engines also choose what part of your website to display and link to in your listing.
Search Engine Marketing (SEM): Place bids for your listing to appear in sponsored listings on search results pages. These are displayed near organic results but are clearly labeled as advertisements. You choose what searches you’d like to appear in and can pay more or less to exert more control. You create your ad and decide where your ad will take visitors who click the link. The primary benefit of SEO is that it costs you zero dollars. To make your website more attractive to search engines, it takes some research and then some writing, both of which cost you time, but not money. The primary drawback is that search engines change and refine their algorithms constantly, and your rank in search results is completely dependent on what they value at any given time. It can also take some time to see the results of your efforts. If you’ve optimized your website and rank well in organic listings, you may want to try your hand at SEM. Like SEO, you can rely on a marketing consultant to do it for you, or you can do it on your own. If you’re an eFlorist member, you can enroll in Teleflora’s Online Search Marketing Program, which uses Google AdWords to promote florist websites. The program is turnkey and great for those who want to reap the benefits of SEM without having to manage campaigns on your own. One of the biggest advantages of SEM over SEO is that you can see results within just a few weeks of launching your campaigns.
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For information about Teleflora’s Online Search Marketing Program, visit osm4me. com or contact our Paid Search Specialists at 800.453.6502 or onlinemarketing@teleflora.com.
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eFLORIST
Get Help from Yelp Yelp is an online directory where users share opinions about goods and services. Its purpose is to connect people with local businesses, so anyone can read the reviews on Yelp at any time. To post reviews or photos of your own, you must create a Yelp account. As a business owner, you can create a business profile for yourself on Yelp and use it to collect reviews. Yelp also creates profiles for businesses based on other directories, such as local Yellow Page listings and Google Maps, so you may have one and not know it. Claiming or creating your profile is similar to the process on Google. Once you’ve claimed your profile, you can make some basic updates to your information at no cost. Monitoring your profile is a good way to hear what customers think about your shop. You can also pay a monthly fee for an enhanced profile and take advantage of expanded features, such as the ability to upload unlimited photos and arrange them in whatever order you choose, including images others have uploaded. Basic listings limit the number of photos shown and display them in the order they were uploaded. Enhanced profiles also offer businesses the option to sell gift certificates and deals right on your Yelp page. You can even set up offers exclusively for mobile users to redeem in your shop, increasing your foot traffic and driving more 100% orders! Over 120 million people visit Yelp every month to read and post reviews, so being listed on it can be a powerful way to reach more people. Additionally, the link back to your eFlorist website can help improve your SEO.
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For help or information about using Yelp, visit eFloristUniversity.com or contact an eMarketing Counselor to set up a free consultation at 877.569.7788 or efloristhelp@teleflora.com.
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eFLORIST
From Workroom to Website As florists, our focus is on what we produce in our workrooms. Gorgeous flowers, inventive designs, and artful arrangements are our business. In today’s world, that workroom product must be shown on your website, or you may as well be working in the dark. It’s important to showcase your best work online so potential customers can see what you can do. One easy way to do this is to set up some space in your workroom or shop to take quick snaps of your creations. You don’t have to have an elaborate photo shoot to get some great shots. What you do need is a clean space, lots of light, and a little bit of patience. You can set up a simple photo space with a white sheet or white poster board. Try setting up your backdrop outside or near a window so you get lots of natural light. The important thing is to create a clean background that doesn’t compete with the arrangement you’re photographing. The photos themselves can be taken with a simple point-andshoot digital camera, or even a cell phone. Today’s smartphones have high-quality cameras built right in, so there’s no need to spend money on photo equipment. The important thing to remember is to get the arrangement in focus. You may want to use a tripod to keep your shot steady. If you take snapshots as you go, you can use the images for a blog post or social media posts to give people a behindthe-scenes look at how arrangements are made. Shots of your finished arrangement can be uploaded to your website to create a custom product or add to your online portfolio. If you have an eFlorist website, you can create your product as “browse-only” so it can’t be sold online. You can even create custom categories of such products, or use the images in your wedding/event galleries.
You can watch an entire webinar on taking web-quality photos on eFloristUniversity.com at any time. For assistance uploading and editing images for your eFlorist website, contact eFlorist Support at 866.983.3932 or eflorist@teleflora.com. 18
TECHNOLOGY
Teleflora and Vonage Team Up Teleflora is thrilled to announce that Vonage Business Solutions and Teleflora are teaming up to provide florists with an exciting new solution for their telephony needs. As a small business owner, you know how important it is to keep overhead costs in your shop down to a minimum, which is why we want to help you save money on your communication services. Vonage Business Solutions delivers the best value Voice-over IP telephone system with the most included features. It is no wonder over 25,000 customers trust them for their business VoIP service. As a premiere partner, Teleflora is now bringing the power of VoIP phone systems to flower shops everywhere! • • • •
Scalable to handle floral holidays without extra costs. State of the art VoIP phones included for free with sign up. Domestic customer support offering top-notch customer care. Convenience, mobility, and a unique understanding of florists’ specific communication needs.
Best of all, Vonage’s Voice-over IP telephone systems stand to save florists anywhere from 30% 50% on their monthly phone bill – just one more way in which Teleflora is helping to save the local florist! Start saving today. Transitioning is easy. A Teleflora representative can analyze your current phone bill and answer any questions you have about transitioning to a new telephone system. You’ll get exactly what you need for less money! Teleflora constantly strives to bring the latest and greatest innovations to the floral industry. Our new partnership with Vonage will be a tremendous leap forward in the ever growing communications and operational needs facing florists today.
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To learn more and to take advantage of exclusive pricing for Teleflora members, call 800.627.7166.
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PRODUCT
Fall Merchandising with Art and Style Unique craftsmanship and classic charm with a playful twist are the forecasted style for this fall season! Teleflora has all that you’ll need to achieve this look with three beautiful new containers that are functional and versatile along with our always best-selling fall favorite! Here are some stylish and fun ideas for fall décor in your shop!
Teleflora’s Tuscan Autumn Bowl To best display the beautiful, limited-edition hand-glazed Tuscan Autumn stoneware bowl, begin by setting up a tabletop display that will speak to everyone. Use the colors and textures of the Tuscan countryside as your inspiration. Cover a large table near the entrance of your shop so it can’t be missed, with fabric in a warm color - we suggest light shades of yellow, peach and ivory. Add cloth napkins or a table runner with a floral pattern to really complement this look.
Teleflora’s Smiling Scarecrow Ceramic Basket Bring the country charm of the whimsical hand-glazed ceramic apple basket and scarecrow from Teleflora’s Smiling Scarecrow into your shop this fall! Capture the spirit of the fall harvest by displaying the ceramic baskets on a table covered with a flannel tablecloth and scatter fall leaves and hay around. Make fresh flower bouquets in the ceramic cachepot with light shades of oranges and yellows and add fresh green apples or small crab apples as surprising accents to the bouquets! Don’t forget to hang the poster from your FSG Kit nearby!
Teleflora’s Glaze Of Glory Pitcher Teleflora’s Exclusive Glaze Of Glory Pitcher made of durable stoneware is a handcrafted and individually glazed work of art. Dedicate a few shelves in your shop to display these alone as the masterpieces that they are! As always, don’t forget to keep some of the pitchers in your cooler display filled with fresh flowers in bright fall colors like red, orange and yellow with accents of blue - to highlight the gorgeous colors of indigo, bronze and chocolate that make this pitcher so unique. Also remind your customers that this beautiful pitcher is FDA-approved and can be used in their kitchen all year long!
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Teleflora’s Haunted House Pumpkin
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Teleflora’s hand-painted Haunted House Ceramic Pumpkin is a classic décor piece that should be merchandised all around your shop, all season long - including Thanksgiving! For Halloween keep with the haunted house theme and decorate your shop with cob webs, spiders, witch hats, old brooms, cauldrons and all that is spooky! Keep plenty of festive candy in a pumpkin at the register for trick-or-treaters of all ages and have plenty of fresh bouquets ready in your cooler!
EVERYDAY 2014
eFlorist Exclusives - Earn More Profit With Every Order This fall, 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 containers, the corresponding arrangements will 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! You can increase your average order value and profits significantly this holiday season by promoting eFlorist Exclusive products. Over Mother’s Day, eFlorist 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. eFlorist Exclusives are a great way to earn more profit with every order!
Teleflora’s Golden Fall Centerpiece T14T105A $74.95
Teleflora’s Golden Fall Centerpiece T14T105A $74.95
Teleflora’s Golden Fall Centerpiece T14T105A $74.95
As a special bonus, we’ve included a store poster and workroom poster in your upcoming FSG Update Kit for these items. These posters will allow you to leverage them with your in-store customers! Make the most of these exclusive products by following these tips: • Add the new exclusive products to your eFlorist homepage • Include these products in your marketing emails • Display the eFlorist Exclusive posters in your store
Teleflora’s Golden Fall Centerpiece T14T105A all-around arrangement bouquet approx. 15½" (w) x 16½" (h) flowers, foliage & supplies* 3 roses, 40cm, yellow bi-color 1 stem lilies, asiatic, dark orange 2 stems alstroemeria, orange 4 carnations, maroon 1 stem chrysanthemums, button spray, brown 1 stem chrysanthemums, cushion spray, gold 1 stem seeded eucalyptus 1 stem huckleberry 2 stems preserved oak leaves, red, knud nielsen 2 12" taper candles, basil, candle artisans ½ block floral foam
tuscan autumn set tuscan autumn bowl, care card and teleflora pick suggested bouquet prices** U.S. – $64.95, Canada – $68.95
LOCA EXCLUS L IVES!
thanksgiving is thursday, november 27.
Teleflora’s Golden Fall Centerpiece
Teleflora’s Harvest Fields Bouquet
Teleflora’s Harvest Fields Bouquet
Teleflora’s Harvest Cheer Bouquet
T14T205A all-around arrangement
T14T305A all-around arrangement
bouquet approx. 14" (w) x 15½" (h)
bouquet approx. 13½" (w) x 13" (h)
flowers, foliage & supplies*
flowers, foliage & supplies*
2 stems roses, spray, orange
3 roses, 40cm, peach
1 stem lilies, asiatic, peach
2 gerberas, miniature, orange
3 stems delphinium, blue
2 stems chrysanthemums, cushion spray, orange
4 stems chrysanthemums, daisy spray, bronze
2 stems chrysanthemums, daisy spray, viking, yellow
1 stem seeded eucalyptus
1 stem seeded eucalyptus
3 stems transparent oak leaves, brown, knud nielsen
1 stem huckleberry, red
1
/3 block floral foam
2 stems transparent oak leaves, autumn, knud nielsen
glaze of glory set glaze of glory pitcher, care card and teleflora pick
1
suggested bouquet prices** U.S. – $59.95, Canada – $62.95
/3 block floral foam
smiling scarecrow set smiling scarecrow ceramic basket, scarecrow pick, care card and teleflora pick suggested bouquet prices** U.S. – $49.95, Canada – $52.95
Teleflora’s Harvest Cheer Bouquet
TRIM:36" x 11.5" COLOR: JOB NO.: FS11199 4/C PROS DATE IN: 7-11-14 CREATIVE: EB PROJECT: FSG 14.4_efloristTHColl_US LIVE:35.5" x 11" LIVE,TRIM,BLEED (DO NOT PRINT) CLIENT SIGN 7-16-14 OFF: PRODUCTION: MC BLEED: 36.25" x 11.75" SCALE: 1:1 PRINTOUT SIZE: 100% RELEASE DATE: 7-16-14 PROOF: R2
•PLEASE MARK ALL CHANGES ON INSITE DOCUMENT •NO CHANGES ON PRINTED FLAT WILL BE MADE
7/14/14 6:03 PM
(1 stem = 4 blossoms + bud)
*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.
FS11204_TH14_WkrmPstr_eF_F.indd 1
Fall 2014 Workroom Poster
LOCAL EXCLUSIVES!
Printed in U.S.A. ©2014 Teleflora. 14TEWP FS11204
Due to the regional and seasonal availability of flowers and foliage, certain substitutions may be necessary. Printed in U.S.A. ©2014 Teleflora 14TECSP FS11199
FS11199_FSG144_efloristTHColl_US_R2.indd 1
7/16/14 4:32 PM
myteleflora news
FPO
gobble ’em up.
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r! e n n i W t tes n o C e l d o 2014 Do Need a smile? Of the many imaginative and incredibly diverse doodles that florists sent in to this year’s Make Someone Smile Doodle Contest, this octopus got the highest votes from our judges. It comes from Sue Siterlet at The Tulip Tree in Glendale, AZ. Congratulations to Sue and thanks to all those who shared the wild smile-inspired imaginings of pen and pencil on paper!