2018 EVERYDAY SUCCESS GUIDE TREND REPORTS | ASK A FLORIST | EVERYDAY BEST SELLERS | SOCIAL MEDIA
2018 EVERYDAY SUCCESS GUIDE
JULY MONDAY Canada Day is July 1st
TUESDAY
WEDNESDAY 3
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THURSDAY
FRIDAY
SAT/SUN
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7/8
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Independence Day
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Teleflora Scholarship Academy - Extraordinary Events - Linthicum, Maryland
Flowerbuyer Auctions run every Monday, Wednesday, and Friday. Save on flowers this summer.
Team Floral Webinar
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1 Week until Codification cutoff for Grandparents Day, Halloween, Fall/ Thanksgiving and Christmas
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Use Buy the Bunch for small summer orders with Flowerbuyer.
Codification cutoff for Grandparents Day, Halloween, Fall/Thanksgiving and Christmas
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21/22 Oklahoma State Florist Association Conference Stillwater, Oklahoma
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Make Someone Smile Week
Upstate NY Unit - Wedding Designs - Syracuse, NY
Arizona State Florist Association - Back to Our Roots…Bloom and Grow - Phoenix, AZ
WI - Upper MI Unit Wedding/Corporate Events Milwaukee, WI
AUGUST MONDAY
TUESDAY
WEDNESDAY 1
THURSDAY
FRIDAY 2
SAT/SUN 3
4/5
Teleflora Scholarship Academy - Growing Your Design IQ - Cleveland, OH
Kentucky Florist Association - Everyday for Less - Jeffersontown, KY
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Need Flowers Fast? Order Flowerbuyer Priority Overnight for next-day delivery Monday-Thursday.
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North Carolina State Florist Association - Look to the Future Greensboro, NC
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FOR MORE INFORMATION ON TELEFLORA'S EDUCATIONAL PROGRAMS, VISIT MYTELEFLORA.COM
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18/19 Arkansas State Florist Association Event Pending - Hot Springs, AR
New England Unit - Holiday Designs - Holyoke, MA
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Tennessee State Florist Association - Root 66 Franklin, Tennessee
COMING UP:
September 9th: Grandparent’s Day October 8th: Thanksgiving (Canada)
2018 EVERYDAY SUCCESS GUIDE
CONTENTS 4
EVERYDAY 2018 PRODUCTS: Our adorable new baby product is here! Also check out our beautiful new sympathy container and surprisingly good savings on flowers.
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ASK A FLORIST: Our ingenious Teleflora partner florists give us their favorite ideas to boost sales during the summer.
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SUMMER COMMUNITY SERVICE: Five ways to engage with your community while developing loyal customers.
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LOVE OUT LOUD CAMPAIGN: A recap of all the Love Out Loud campaign successes, plus how Teleflora drives orders to our partner florists during the summer.
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INSTAGRAM LESSONS FROM FLORISTS: Our Teleflora partner florists are so creative on social media! Learn three lessons from successful florists.
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MAKE TIME FOR SUMMER SCHOOL: Take advantage of slower summer months to learn the ins and outs of your Dove POS system with the help of our video tutorials and one-on-one support.
EVERYDAY SOCIAL MEDIA KIT FEATURING NEW IMAGES FOR SUMMER! DOWNLOAD NOW AT MYTELEFLORA.COM
2018 EVERYDAY SUCCESS GUIDE
EVERYDAY TRENDS BABY CHIC Organic materials and eye-catching patterns are mixing with wild animals to create the newest look in baby home décor.
Teleflora's Hello Sweet Baby - Pink
CREATE A BOUQUET THAT DELIGHTS CUSTO
Flowers represent one of your largest costs. Flowerbuyer customers en Flowerbuyer offers flexible purchasing, with liv Teleflora's Hello Sweet Baby - Pink • Rose, pink 40cm | Flowerbuyer auction prices as low as $0.30/stem • Rose Spray, white | Flowerbuyer auction prices as low as $0.38/stem • Stock, pink | Flowerbuyer auction prices as low as $4.52/bunch of 10
ENJOY EVERYDAY SAVINGS WITH THE BEST PRICING ON POPULAR FLO Prices are based on 2017 averages from June – November *Prices may vary based on market conditions
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2018 EVERYDAY SUCCESS GUIDE
SIMPLY ELEGANT Smooth subtle lines mixed with soft pastels and iridescent tones make for a sincere statement when sending the most heartfelt wishes.
Teleflora’s Soft and Tender Bouquet
OMERS AND MAXIMIZES PROFITS FOR YOU
enjoy an average of 30% savings compared to local wholesale prices. ve auctions and multiple options to order 24/7. Teleflora's Soft and Tender Bouquet • Roses, pink 40cm | Flowerbuyer auction prices as low as $0.30/stem • Lilies, asiatic, pink | Flowerbuyer auction prices as low as $0.45/stem • Alstroemeria, pink | Flowerbuyer auction prices as low as $0.11/stem
OWERS. VISIT FLOWERBUYER.COM OR CALL 877.625.3243 TO REGISTER 5
2018 EVERYDAY SUCCESS GUIDE
ASK A FLORIST HOW DO YOU BOOST BUSINESS DURING THE SLOWER SUMMER MONTHS?
1. "I email my existing customer base with in-house specials and promos, offering discounts. I already know how much my customers spend, who they send to, and what they like. It’s just a matter of reminding them I’m here to serve all their floral needs. 2. We go out to all the local business once every two weeks with a free floral gift and a coupon for $10 off their next purchase of $50. We also offer them 10% off, year-round, to open a company account with my shop. RALPH GIORDANO AIFD, CFD, FSMD, FPCF OWNER, GIORDANO'S FLORAL CREATIONS, FORT PIERCE, FL
3. We do online advertising with Teleflora’s Online Search Marketing and Yelp. Everyone is on the internet shopping so you have to keep your shop name and brand out there for people to find, and you have to make it easy for them to find you. This is the smartest way to make that happen."
"Summertime is a perfect time to build long-term relationships with your customers by hosting little gatherings. We have a 'Ladies Night Out' and weekend classes to teach dish gardens, floral centerpieces, and wreath-making. We also participate in ‘Sip N Stroll’ with downtown businesses which gets 150200 people (in a town under 30k) to tour our store and sample wine. The money goes to a local charity. These classes and interactions build longterm relationships that create trust and increase long-term sales.”
ROBBYN RAE REPP OWNER, PETAL TO THE METAL FLOWERS, NORTH BEND, OR
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2018 EVERYDAY SUCCESS GUIDE
5 WAYS TO ENGAGE YOUR COMMUNITY THIS SUMMER
Take the opportunity that the slower summer months allow to engage with your community. As a small business, community connections translate to sales during the slower periods and loyal customers during the holidays. 5 WAYS TO CREATIVELY GET INVOLVED WITH YOUR COMMUNITY: 1
Host a scouting troop. Work with a troop to teach floral design, plant care, or how to run a small business and promote it through social media.
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Sponsor a local non-profit event. Pick your favorite non-profit and donate your time, labor, expertise, money, or flowers to their cause.
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Create fun outreach opportunities on social media. Host an Instagram giveaway or a Facebook contest to engage and interact with your social media followers.
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Become the local “Flower Expert� in your town. Contact a local TV station or newspaper to offer a story about your shop, yourself, or an event.
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Host a workshop. Summer is the perfect time to teach a workshop about flower crowns, succulent arrangements, or summer wreaths.
TURN YOUR COMMUNITY INTO LOYAL CUSTOMERS: Give out 10% off coupons to customers for purchases made during the summer. Encourage people to sign up for your emails. Encourage customers to post a picture with their bouquet on social media. 7
2018 EVERYDAY SUCCESS GUIDE
"LOVE
OUT LOUD"
More than a slogan, “Love Out Loud” is a rallying cry to consumers to show their love in a big way! Whether it’s romantic love, friendship, a family tie or just an important person in their lives, the campaign seeks to remind people of the power of a hand-crafted bouquet to wow and impress. As our partner, you play an integral part in the movement for putting love front and center. With every delivery of a gorgeous bouquet arranged by you, you will give someone a chance to show their “Love Out Loud.” We remain fully committed to ensuring that consumers know that their flowers are handmade and delivered by a local Teleflora florist. We hope you’ll agree: “Love Out Loud” is a relationship-centric, florist-fueled movement made for our times, and perfect for every occasion and connection!
CHRISTMAS 2017
‘THE WALL OF LOVE’ ACTIVATION AND CAMPAIGN - WASHINGTON DC - NOVEMBER 28, 2017
Teleflora brought floral holiday cheer to the U.S. Capitol by constructing a massive floral ‘Wall of Love’ in front of the White House in Washington, D.C. The wall, composed of 1,000 beautiful, handmade floral bouquets, represented a rallying cry for people to show off their love during the holiday season. Three videos were created to tell the stories of the wall and were shared with millions of consumers in a national advertising campaign. GOOD MORNING AMERICA: From November 27th to December 22nd, GMA decorated their set with Teleflora bouquets. THE VIEW: On December 11th, The View’s Sunny Hostin presented footage from the ‘Wall of Love’ featuring three Love Out Loud stories. Teleflora bouquets stole the show on set, too.
TELEFLORA’S EVER
In addition to our national holiday campaigns, Teleflora makes considerable efforts to to remind consumers of the many everyday floral giving occasi
TELEFLORA’S PARTNERSHIPS DELIVER HUNDRED
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2018 EVERYDAY SUCCESS GUIDE
VALENTINE'S DAY 2018
'NOT-SO-SECRET ADMIRER' - TIMES SQUARE, NYC - FEBRUARY 11TH, 2018
More than 90 New Yorkers waited in the snow and rain to share their declarations of love as they were projected on a Times Square billboard. The billboard also displayed Teleflora's Valentine’s Day bouquets with "Love Out Loud" messages. GOOD MORNING AMERICA: GMA featured Teleflora in a 4-minute segment spotlighting a couple whose union was made possible because of a risky declaration of love. The segment also included Teleflora bouquets and footage of the Times Square event. RADIO: Radio Hosts “Lulu & Lala” and New York’s #1 Hit Music Station host “Garrett” from the Elvis Duran Show appeared at the event, interacting with the crowd and interviewing participants announcing their crushes.
MOTHER'S DAY 2018
‘LOVE MAKES A MOM’ CAMPAIGN - APRIL 30TH, 2018
Teleflora launched our ‘Love Makes a Mom’ campaign with three videos that told the stories of three different moms and their unique motherhood journeys. While motherhood has a different path for each woman, these moms prove that the only prerequisite is love. This national advertising campaign was viewed by millions of potential flower purchasers leading up to Mother's Day THE VIEW: On May 10th, ABC’s The View featured a special Teleflora Mother’s Day segment celebrating moms across America while showcasing the new campaign. The View's Sara Haines interviewed Cara, Mia, and Jack from Teleflora’s videos. SOCIAL MEDIA: More than 25 Instagram influencers showcased Teleflora’s Mother’s Day bouquets while highlighting our ‘Love Makes a Mom’ campaign with their own personal anecdotes.
RYDAY CAMPAIGNS
o drive orders in the summer months via many corporate partnerships that allow us ions and the beauty of hand-arranged, hand-delivered flowers.
DS OF THOUSANDS OF ORDERS EVERY SUMMER
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2018 EVERYDAY SUCCESS GUIDE
3 INSTAGRAM LESSONS FROM TELEFLORA FLORISTS! 1. CREATE A STYLE:
Let your creative personality and shop’s unique aesthetic show on your Instagram. We love Teleflora partner Maple Ridge Florist's (Maple Ridge, BC, Canada) gorgeous collection of Instagram photos. Their Instagram visually shows off their shop's vintage vibe. https://www.instagram.com/mapleridgeflorist/
Use your style aesthetic to solidify your brand • Use similar Instagram filters to give your photos a cohesive look. • Stick to coordinating colors or a specific color palette in your photos. • Find a consistent background to shoot floral photography with good lighting, like a brick wall, chalkboard, or colorful wall.
2. GO BEYOND THE BOUQUET:
Don’t just post bouquet after bouquet; people love seeing faces! Show off your staff and your shop. We love Teleflora partner Rebel Hill Florist’s (Nashville,TN) wide variety of photos on their Instagram. Many of their photos include people and they all tell a story. https://www.instagram.com/rebelhillflorist/
Incorporate non-flower images to engage your audience
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• Show behind-the-scenes photos of people arranging or delivering flowers. • Repost wedding photos that feature your flowers. Make sure to attribute the photos to the wedding photographer! • Take pictures at community events you're participating in.
2018 EVERYDAY SUCCESS GUIDE
3. USE IT FOR MARKETING:
Instagram has a very engaged audience and provides a unique opportunity for marketing. Blumz by JRDesigns (Detroit, MI) has a ton of fun on their Instagram, including hiding bouquets around the city for their followers to find. https://www.instagram.com/blumzbyjrdesigns/
MORE ON MARKETING YOUR SHOP ON INSTAGRAM
Q&A with Sadie Quagliotto, social media and marketing manager for Blumz by JRdesigns How did you come up with the ‘Find Me’ hidden bouquets? Every year, we do something special for the first day of spring. We wanted to hand out some flowers around town to remind people how good it feels to get unexpected Blumz. We came up with the idea of "hiding" fresh bouquets all over Holly, Ferndale, and Detroit where our stores are located. Inside each bouquet was a note explaining why we’re giving away the flowers and asking the receiver to post a picture of themselves with the flowers. This helped us grow our social media following and was a fun way to celebrate spring and fresh flowers with our communities. What other Instagram marketing events does Blumz by JRDesigns create? Once a week, we give away flowers on Facebook and Instagram. Every week, we create something special that showcases the best that Blumz has to offer. Some weeks we feature rare flowers, other weeks we feature a cool vase, and sometimes we even give away a plant. We use the contest as a way to build our online following and as a great way to share information about plants and upcoming holidays, and to generate a buzz about flowers. Why do you showcase these events on Instagram verses other platforms? Instagram has the highest ROI. Instagram followers are the most brand loyal and the most likely to make a purchase. Plus, this tool reaches a younger demographic that is not as well-educated in the art of sending flowers. So, we use the giveaways as a way to get people's attention and to educate about the power of flowers. 11
2018 EVERYDAY SUCCESS GUIDE
HOW TO GET MORE ENGAGEMENT ON INSTAGRAM By Crystal Vilkaitis, Founder Social Edge, Retail Social Media Expert, and Speaker
Instagram’s popularity is rising and more businesses are joining the platform to connect with their audiences—especially younger ones. However, due to Instagram’s ever-changing algorithm (which determines which photos are shown on a user's feed) some businesses’ engagement has significantly dropped. Increase audience engagement on the platform by using all of Instagram’s features. There have been a ton of new features added to Instagram Stories since its launch, such as polls, gifs, swipe-up links, and “type” mode. Instagram rewards users for using all of the platform’s features, so it pays off to experiment with new features as they are added. By testing new features you grow your reach, which helps with your overall engagement.
BUT YOU’RE NOT JUST LIMITED TO USING STORIES… Launching a new product line? Looking to add more movement to your feed? Have you hosted an in-store event recently?
Hop on Instagram Live to unbox the products. Do a Boomerang to catch your followers’ attention. Create a Carousel Post to show off highlights.
When using these new features, make sure you still provide quality content that is valuable to your audience.
DOWNLOAD TELEFLORA’S EVERYDAY SOCIAL MEDIA KIT FOR INSTAGRAM IMAGES. Social Edge is offering 20% OFF annual membership to Social Edge Insider. Use Code Teleflora2018 at checkout: https://www.socialedge.co/insider/
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2018 EVERYDAY SUCCESS GUIDE
BIRTHDAY
EVERYDAY BEST SELLERS
Teleflora's Hold Me Close Bouquet TEV22-1A
Make a Wish TEV13-6A
Be My Love Bouquet with Red Roses T128-2A
Your Sweet Smile by Teleflora TEV11-1A
Rich In Love Bouquet by Teleflora TEV55-7A
Fashionista Blooms T155-1A
Teleflora's True Romance Bouquet with Red Roses T400-3A
SYMPATHY
LOVE & ROMANCE
Teleflora's Birthday Sparkle Bouquet TBC03-1A
Teleflora's Divine Peace Bouquet T229-2A
Teleflora's Heavenly and Harmony T55-1A
Teleflora's Soft and Tender Bouquet T278-6A
Teleflora's Hello Sweet Baby - Pink TNB06-1A
Teleflora's Happy Dots Bouquet T16E300A
Teleflora's Desert Sunrise Bouquet TEV55-6A
Baby's Wow Wagon by Teleflora - Boy T35-1A
Campbell's® Healthy Wishes by Teleflora TEV51-1A
Teleflora's Garden of Wellness Bouquet TEV53-1A
Teleflora's Bee Well Bouquet T01J400A
GET WELL
NEW BABY
Beautiful in Blue TEV22-1A
Get Better Bouquet by Teleflora TEV52-3A
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2018 EVERYDAY SUCCESS GUIDE
INCREASE YOUR WEBSITE’S SEO Search Engine Optimization (SEO) improves your website’s ranking on Google and other search engines. One of the most important things you can do for SEO is to ensure your site is relevant and valuable to customers.
FACTORS THAT AFFECT YOUR SEO Content: Show off your floral expertise with pictures from your community activities, your positive customer reviews, or a blog. All of these things impact your website’s visibility on a search results page. Business Listings: Misinformation about your website and business can be circulating online. There are literally hundreds of directory websites. Customers are searching a variety of websites for your business—Google, Yellowpages.com, or Facebook—and how your business listing appears can positively or negatively impact your website’s rank, as well as the customer’s experience. Actively managing your brand on these directories helps your business be discovered anywhere customers search. Relevance: To build customer engagement, keep your website updated, and if you have a blog, be sure to blog at least a few times a month. Doing so signals to search engines that your business is active, engaged, and credible. Page Speed: This year, Google will be considering page speed as a factor in ranking websites on mobile search. As more shoppers use mobile, ensure your website is mobile friendly. eFlorist’s responsive sites provide a faster experience on mobile phones, tablets, and desktops. MANAGE BUSINESS LISTINGS WITH YEXT 1. With Yext Listings for eFlorist, you can easily post photos, videos, and promotions across all of your listings. Make your ‘Google My Business’ listing, and many more, stand out from your competition and show off your shop’s brand. 2. Additionally, Yext Listings for eFlorist allows you to take control of your directory information the moment you go live. With its Match & Lock technology, you ensure consumers only see accurate and authoritative information.
SIGN UP TODAY AT EFLORIST@TELEFLORA.COM 14
2018 EVERYDAY SUCCESS GUIDE
IT'S TIME FOR SUMMER SCHOOL Learn new techniques for running your business more effectively and efficiently with tools that are already at your fingertips! Your POS system has custom-built features that are specifically designed for the floral industry. DOVE POS USER RESOURCES: Video Tutorials: If you have modules you’ve never used, like Advanced Marketing or Delivery Manager, these “how-to” videos are an easy way to get started. For example, if you aren’t aware of all the perks in the Events Manager module, summer is the perfect time to experiment with it. Included with every Pro and Enterprise Dove POS system, this module helps you create professional proposals, keep track of changes, and seamlessly execute on events. Find this and other tutorials at MyTeleflora.com/DovePOS_tutorials.aspx. One-On-One Support: Not sure what you’re missing out on? Need more help using a tool? Just give Support a call to get personalized help from one of our highly-trained, U.S.-based support staff. Remote Assist: This live, remote-assistance tool allows a member of our support team to view your desktop and share control of your mouse and keyboard to help answer your questions. Just call Support to get started.
FOR DOVE POS SUPPORT, JUST CALL 866.444.3683 OR EMAIL DOVEPOSSUPPORT@TELEFLORA.COM Don’t have Dove POS? MyTeleflora.com houses quick video tutorials for DovePlus topics too, including using Dove Plus mobile—get anytime, anywhere access on your tablet or other mobile device. Just visit MyTeleflora.com/doveplus_tutorials.aspx to learn all about it.
Teleflora is Bringing Design and Business Education to You Unit Programs are in full swing, coast-to-coast, so you’re sure to find one near you. Get all the details about all of Teleflora’s educational programs by visiting MyTeleflora.com.
Upcoming Scholarship Academy Courses: Extraordinary Events July 13th – 15th, Baltimore, MD Guest Instructor: John Hosek AIFD, PFCI, CF, CAFA Growing Your Design IQ August 3rd – 5th, Cleveland, OH Guest Instructor: Tim Farrell AIFD, AAF, PFCI Wedding Bouquets September 21st – 23rd, Location TBD Guest Instructor: Joyce Mason-Monheim AIFD, AAF, PFCI, AzMF
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2018 EVERYDAY SUCCESS GUIDE
TOP TAKEAWAYS TREND REPORTS
2018 summer trends include ‘Baby Chic,’ ‘Simply Elegant,’ and saving money with Flowerbuyer.com. (p. 4)
ASK A FLORIST
Teleflora partner florists provide summer marketing ideas to help boost business. (p. 6)
LOCAL MARKETING TIPS
Explore five creative ways to get involved with your community. (p. 7)
"LOVE OUT LOUD"
Holiday campaign successes, plus Teleflora’s order-driving summer efforts. (p. 8)
INSTAGRAM IDEAS
Teleflora partner florists show off their social media skills. (p. 10)
SEO HELP
eFlorist breaks down factors that affect your website’s SEO and how Yext can help. (p. 14)
DOVE POS TRAINING
Brush up on your POS system with easy-to-use videos or personalized tech support help. (p.15)
Citrus Kissed
HELPFUL CONTACT NUMBERS Customer Service: 800.421.2815 U.S. and Canada Monday – Friday: 8 a.m. – 7 p.m. (CST) Saturday: 8 a.m. – 2 p.m. (CST) eFlorist: 866.983.3932
DovePlus: 800.720.9410
Products: 800.333.0205 Flowerbuyer.com: 877.625.3243
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