2016 Mother's Day Success Guide

WHAT’S INSIDE Top 12 Projected Best Sellers Revealed

Teleflora’s

#OneToughMother

Campaign Details

Extending

Your Shop’s Reach with

Dove POS Mobile

Making

SOCIAL MEDIA Work for You MANAGING ORDERS:

Five Keys to Success

MOTHER’S DAY Success Guide

2016 Mother’s Day Success Guide

APRIL S U N D AY

M O N D AY

T U E S D AY

W E D N E S D AY

T H U R S D AY

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Finalize your lineup – See Teleflora’s projected best sellers on page 6

Order from Flowerbuyer now to lock in prices

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Professional Secretaries’ Week begins

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Upload custom Mother’s Day SKUs on your eFlorist site

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20 Mother’s Day prep Staff Meeting

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S AT U R D AY

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Display merchandising items from Teleflora’s FSG Update Kit

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F R I D AY

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Confirm Mother’s Day temps and delivery drivers

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T H U R S D AY

F R I D AY

S AT U R D AY

Send Mother’s Day direct mail

Professional Secretaries’ Day

MAY S U N D AY

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M O N D AY

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T U E S D AY

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Green and prep vases for Mother’s Day

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THE BIG DAY IS HERE! GOOD LUCK!

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W E D N E S D AY

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Post, Tweet and blog behind the scenes Mother’s Day bouquet creation

Last day to order flowers from Flowerbuyer with priority overnight

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Replace Mother’s Day merchandising with Everyday bouquets

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17 Email coupon to first-time Mother’s Day customers

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MOTHER’S DAY TREND REPORT Trends in color and design make their way from fashion and home décor to the flower shop… bring these current trends to life through merchandising to reflect a contemporary, seasonal feel.

LAVENDER Lust Classic and timeless, yet fresh in feel,this feminine look appeals to all ages, and ties into the herbal trend of bringing the outdoors in

Bring the trend to life in your shop: Group different lavender-colored containers together, adding a few stems that complement the vases, and place in front of a coordinating poster from your Mother’s Day FSG Kit. Place bunches of fresh lavender in larger containers or garden pots for a beautiful fragrant effect.

Teleflora’s Luxurious Lavender Bouquet

Add lavender soaps or candles to small containers and sell them as gifts.

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BOTANICAL BLOOMS Fun, graphic florals, whimsical and feminine, reflecting broad trends in fashion and home décor

Teleflora’s Painted Blossoms Bouquet

Bring the trend to life in your shop: Set a garden table with Teleflora’s Garden Pitcher and floral dishes on a coordinating tablecloth.

Hang botanical art cards behind vases for a vintage, artistic effect.

Create a seasonal wreath of long-lasting stems to hang on the front door.

Teleflora’s Garden Pitcher Bouquet

NOD to NATURE Vintage-inspired soft silhouettes and classic design, inspired by trends of nurturing nature and an appreciation for animals large and small

Bring the trend to life in your shop: Place floral containers with the “Make Mom’s Heart Flutter” standee, found in your Mother’s Day FSG kit.

Decorate with bird or butterfly accessories that you have on hand, or cut paper ones to hang from shelves and ceilings.

Place a few small pillows or home décor items that feature nature-inspired designs.

Teleflora’s Butterfly Sunrise Bouquet

Teleflora’s Love And Joy Bouquet

TREND

REPORT

2016 Mother’s Day Success Guide

TOP 12 PROJECTED BEST SELLERS

Teleflora’s Love And Joy Bouquet T16M100A

Teleflora’s Garden Pitcher Bouquet T16M200A

Teleflora’s Butterfly Sunrise Bouquet T16M300A

Teleflora’s Painted Blossoms Bouquet T16M400A

Teleflora’s Luxurious Lavender Bouquet TEV49-1A

Passionate Purple Tulips T148-2A

Teleflora’s Morning Melody T68-3A

Teleflora’s Possibly Pink T145-1A

Teleflora’s Smile for Me TEV11-3A

Country Basket Blooms T48-3A

Jumping for Joy T48-1A

Teleflora’s Garden Romance TEV20-1A

Florist Spotlight: Reduce Flower Costs with Flowerbuyer “In the past two weeks we have received over 147 boxes of flowers from Flowerbuyer.com with great success…I am sure that I saved at least 50 percent, including shipping, off of the price that I would have paid from the local wholesalers.”

- Jim Chakurda, owner of Pegs Florist & Gift Baskets, Inc, Stafford, VA

From March 29th through May 3rd, Flowerbuyer.com hosts special auctions every Tuesday and Thursday, with some flowers selling for as little as $0.01 per stem. VISIT FLOWERBUYER.COM TODAY! 6

2016 Mother’s Day Success Guide

SUBSTITUTION GUIDE FOR MOTHER’S DAY

SUBSTITUTE: Comparable color Alstroemeria, Asiatic Lilies, or Spray Roses of comparable color

SUBSTITUTE: Comparable color Miniature or Standard Carnations, Alstroemeria, or Button or Daisy Spray Chrysanthemums of comparable color

SUBSTITUTE: Comparable color Stock, Larkspur, or Snapdragons of comparable color

Spray Roses Tulip Chrysanthemums

SUBSTITUTE: Comparable color Carnations or Miniature Carnations

Hydrangea

SUBSTITUTE: Comparable color Roses, Spray Roses, or Lisianthus of comparable color

Asiatic Lilies

Stock

Miniature Carnations

Alstroemeria

Carnations

Roses

Below are some of the most popular flowers featured in Teleflora’s Mother’s Day bouquets, and our substitution guidelines for each. Print this out and share it with your team before Mother’s Day!

SUBSTITUTE: Comparable color Spray Roses or Alstroemeria of comparable color

SUBSTITUTE: Lisianthus, Ranunculus, or Miniature Callas of comparable color

SUBSTITUTE: Comparable color Chrysanthemums (same or another variety)

SUBSTITUTE: Comparable color Miniature or Standard Carnations, Alstroemeria, or Button or Daisy Spray Chrysanthemums of comparable color

SUBSTITUTE: Comparable color Asiatic Lilies or L.A. Hybrid Lilies

These substitutions are general. The bouquet scale should determine the type of substitution you do, but, for the most part, the substitution should be of equal or greater value. Major substitutions should be communicated to the ordering customer and/or sending florist prior to delivery. For the full list of flower substitutions, refer to Teleflora’s Flower Substitution Chart found in the Rules & Regulations section of the Resource Gallery.

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2016 Mother’s Day Success Guide

SOCIAL MEDIA

tips

F O R E V E RY O N E … F R O M B E G I N N E R S T O S E A S O N E D P R O S

FOR BEGINNERS...

Use professional-quality images Engaging images get attention on social media. Stock image sites, such as istockphoto.com, offer millions of professionally produced choices, although free sites, such as Flikr’s Creative Commons, provide economical alternatives.

Download Teleflora’s Social Media Kit Te l e f l o ra p ro vi d e s a n a s s o rtme n t o f s o c i a l me d i a i m a g e s, recommended post text, and more. Customize the posts for your shop in a fraction of the time it would take to create your own posts from scratch. Visit the Mother’s Day Toolbox on MyTeleflora.com.

FOR EXPERIENCED USERS...

Save time when posting on multiple social media sites Visit Hootsuite.com, enter your accounts, and then post them directly on the site to have your message automatically posted across Facebook, Twitter, Instagram and others. You can also create multiple posts and schedule them to be posted over time – great for busy holiday periods!

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2016 Mother’s Day Success Guide

Use Colibri.io to “listen” on social media Colibri.io finds conversations about your products and company across social media and the Web, allowing you to address potential problems and celebrate what’s going well!

FOR SEASONED PROS...

Use “Like2Buy” to increase sales Like2Buy is available on Instagram through an app called C u r a l a te . C u s to me rs vi e w i n g yo u r In s ta g ra m i m a g e s a re di rected to your website to make a purchase, on the spot!

“SHARE” MORE CONTENT 4-1-1: ACCORDING TO FORBES.COM, FOR EVERY 6 POSTS YOU SHOULD: SHARE FOUR POSTS

WRITE ONE ORIGINAL POST

USE ONE POST TO SELL

67%

16%

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share posts relevant to your customers

write something interesting to your audience

post a coupon, product notice, or press release

Social media is gaining popularity among florists. According to SAF, 80% of florists surveyed used social media to promote the December holidays. Don’t be left behind!

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generating buzz and orders this

MOTHER’S DAY Motherhood isn’t always hearts and roses.

It requires strength, determination, and the desire to overcome.

These are all qualities in an athlete – and a mother.

It’s a tough, gritty, no-pain-no-gain job that takes strength, courage, and a whole lot of love. A mother’s perseverance is inspiring, to say the least. Yes, motherhood is a struggle, but through all of the difficulty come rewards – an endless supply.

Motherhood isn’t always hearts and roses.

Mother’s Day can be, with Teleflora.

Teleflora’s Tiger Lily Florist featured in #ONETOUGHMOTHER CAMPAIGN

This Mother’s Day, Teleflora’s multi-million dollar #OneToughMother campaign will be featured nationwide in a multitude of print and digital channels, including magazines, online display ads, social media, popluar blogs, and an online video documenting tough mothers in action – including florist Clara Gonzales, owner of Tiger Lily Florist in Charleston, SC. Using digital channels, like social media, to distribute the video means that millions of consumers will see it, generating awareness of the benefits of hand-arranged, hand-delivered flowers. Since digital videos are viewed online, it’s easy for consumers to make a purchase in the moment, driving more orders to your shop.

Look for a special florist version of the video on April 28th, ready for you to post and share!

2016 Mother’s Day Success Guide

eFLORIST: QUICK TIPS TO MAXIMIZE SALES New Mother’s Day products have been added to eFlorist sites, so get a jump start towards Mother’s Day success by logging in to eSAT, and then following these steps:

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TIP #1 | Confirm your product pricing and merchandising 1A • Review holiday products in the Categories section 1B • Evaluate your home page in the Home Page section 1C • Check prices for profitability in the Products section 1D • Review your categories in the Mobile & App secion

TIP #2 | Participate in holiday email campaigns. In the Email & Marketing section: Select “Yes” at the prompt “Let eFlorist send email marketing campaigns to your customers branded with your shop’s name.”

Click the Pencil icon to write your own subject line or add a discount that customers will love!

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2016 Mother’s Day Success Guide

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TIP #3 | Reach all of your potential customers!

D o wnl oad the e mai l l i st from yo u r PO S b y f o l lowing the instructions under the Reporting & Marketing tab, under Marketing Your Site, in the Grow Your Email Marketing List section.

Email the list to eFlorist@teleflora.com or call 866.983.3932 to upload your master email contact list.

LOG IN AND GET STARTED TODAY! http://esat.myteleflora.com or call 866.983.3932

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2016 Mother’s Day Success Guide

DOVE POS GOES MOBILE Y OUR NEW W EA PON F OR MO R E S AL E S Extend your shop’s reach with Dove POS mobile this Mother’s Day – and beyond! Accessible via smart phones or tablets, Dove POS mobile provides anytime, anywhere access to the core features of Dove POS, including Order Entry, Customer Lookup, and Product Lookup.

Now is a great time to increase sales by using Dove POS mobile.

Assist Walk-in Customers Outside of Your Store Is your shop’s space at capacity during the busy holiday? Set up a table outside the front door to assist walk-in customers. Dove POS mobile is great for taking carryout orders.

Take Orders at Events From farmer’s markets to wedding shows, Dove POS’s mobile access allows you to take orders from customers on the spot.

IT ’ S E A S Y STEP 1 To set up your system for Dove POS mobile, visit bit.ly/DovePOSWebUI from your terminal and follow the simple instructions.

STEP 2 Once you’re set up, visit My.DovePOS.com to get started.

Your login will be your usual Dove POS login.

Add the terminal you’re working from – and you’re done!

Need help or have questions? Visit MyTeleflora.com or call 866.444.3683 14

2016 Mother’s Day Success Guide

MANAGING ORDERS FI VE KEY S T O S U C C E S S

Need to Adjust Your Delivery Area? Use Flexible Codifications Set up a larger delivery area early, leading up to Mother’s Day, and then trim it down to just your local city/postal codes when you get busy.

Visit MyTeleflora.com/Edit_Flexible_Codifications.aspx

Got an Order? Respond Within an Hour Unlike other floral service providers, Teleflora doesn’t penalize you for refusing an order, but please reject it within an hour. Not responding to an order results in a “non-delivery” fee.

Order Delivered?

Send a Confirmation Make customers happy by confirming deliveries as soon as possible, and avoid fees by sending a confirmation by 9 p.m. (local time) on the requested delivery date.

HAVE DOVE POS AND DELIVERY MANAGER? Use eDelivery to save time on confirming orders by confirming them as soon as they are delivered. eDelivery allows delivery drivers to mark orders as delivered, clock in and out, and view order info on the road in real time using a Web-enabled mobile phone or tablet.

For more, visit MyTeleflora.com or call Dove POS Support at 866.444.3683

At Capacity? Use Dove Stops When you cannot take another order, use Dove Stop.

Visit MyTeleflora.com/Stop_Dove.aspx for details.

Need Order Information? Send Teleflora a Message Use your Dove or POS System to send us a message.

Use the proper message type to ensure that you get the response you need.

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2016 Mother’s Day Success Guide

TOP TAKEAWAYS FOR MOTHER’S DAY SUCCESS OPEN ON MOTHER’S DAY?

Let us know by May 2nd if you will be open and delivering on Sunday, May 8th.

MAKE SOCIAL MEDIA WORK FOR YOU

Download Telelfora’s Social Media Kit to help drive more sales this holiday.

LOOK OUT FOR “ONE TOUGH MOTHER”

View and share the special florist version of the #OneToughMother video on April 28th!

eFLORISTS – LOG IN TO eSAT TO MAXIMIZE SALES Merchandise your site for Mother’s Day, participate in email campaigns, and update your email list by visiting eSAT at eSAT.MyTeleflora.com.

GO MOBILE WITH Dove POS

Visit bit.ly/DovePOSWebUI to get started with Dove POS mobile and take orders anytime, anywhere!

FOLLOW THE “FIVE KEYS TO SUCCESS”

Use the “Five Keys to Success” (p. 15) to help streamline orders. For more information, visit MyTeleflora.com or call Dove POS Support at 866.444.3683.

HELPFUL CONTACT NUMBERS Customer Service: 800.421.2815 U.S.

800.668.5770 Canada Monday – Friday: 8 a.m. – 7 p.m. (CST) Saturday: 8 a.m. – 2 p.m. (CST)

Sunday, May 14th: 8 a.m. – 2 p.m. (CST) eFlorist: 866.983.3932

DovePlus: 800.720.9410

Products: 800.333.0205 Flowerbuyer.com: 877.625.3243 16