2019 VALENTINE'S DAY
SUCCESS GUIDE TREND REPORTS | ASK A FLORIST | TOP 12 BEST SELLERS | SOCIAL MEDIA
MICHAEL QUESADA, AIFD
KALEIDOSCOPE FLOWERS, SANTA BARBARA, CA
2019 VALENTINE'S DAY SUCCESS GUIDE
JANUARY MONDAY
TUESDAY
WEDNESDAY 1
THURSDAY
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Flowerbuyer.com Tuesday and Thursday auctions are underway
Set your autobids for Flowerbuyer.com – the earlier the better
4 Display merchandising items from Teleflora’s FSG Update Kit
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Schedule your social posts using Teleflora's Social Media Kit – bit.ly/2019VdaySocialMedia
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Finalize your lineup – see Teleflora’s projected Best Sellers on p. 9
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Send Valentine’s Day Statement Stuffers and other mailers
31 Valentine’s Day Prep – Staff Meeting
FEBRUARY MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY 1 Upload custom Valentine’s SKUs and update pricing on your eFlorist site
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Order using Flowerbuyer's Buy the Bunch® for smallquantity or last-minute orders
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Last day to order your Valentine's Day flowers on Flowerbuyer.com using Priority Overnight
Post, Twee,t and blog behindthe-scenes Valentine’s Day bouquet creations
Happy Valentine’s Day
This Valentine's Day, Teleflora continues to encourage consumers to show their love in a big way by reminding people of the power of a hand-crafted bouquet. See our national marketing campaign coming soon!
2019 VALENTINE'S DAY SUCCESS GUIDE
CONTENTS 4 6 9
TREND REPORTS: Teleflora highlights three trends in social media and how you can apply them to your shop in 2019.
FLORAL CARE: Flowerbuyer provides care tips for helping flowers to last longer.
BEST SELLERS: Prepare your shop’s inventory for the big day.
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VIDEO FOR BEGINNERS: The founder of Social Edge recommends 7 easy steps to ensure a great video, every time.
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ASK A FLORIST: Our Teleflora partner florists discuss design trends for Millennials.
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MANAGING ORDERS: Learn how to use Flexible Codifications and delivery confirmations to avoid Valentine’s Day panic.
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2019 VALENTINE'S DAY SUCCESS GUIDE
TREND REPORTS RICH SATIN
MERCHANDISING TIP: Flowers are a tactile luxury. Offer add-on items that also feel luxurious, like a silk pillowcase, a satin pouch of rose petals, or a soft sleep mask. Teleflora’s Sweetest Satin Bouquet
SMOOTH STYLE
Teleflora’s Sterling Love Bouquet
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MERCHANDISING TIP: Pair traditionally feminine objects with hard, metallic objects like cashmere with chrome or glitter nail polish with punk jewelry.
2019 VALENTINE'S DAY SUCCESS GUIDE
INSPIRED VINTAGE
MERCHANDISING TIP: Contrast a dainty, mini-heart pattern against wood grain or rustic textures for an on-trend display. Teleflora’s Country Sweetheart Bouquet
BOLD AND GRAPHIC
MERCHANDISING TIP: Create a black-and-white polka dot backdrop for walk-in customers to pose against, along with retro red sunglasses or other red props.
Teleflora’s Happy Harmony Bouquet
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2019 VALENTINE'S DAY SUCCESS GUIDE
6 FLORAL CARE TIPS TO REMEMBER Flowerbuyer has been providing high-quality flowers for 20 years and shares its floral best practices. Take a minute to review and share this guide with your team to ensure that you get the maximum flower life out of every Flowerbuyer box you receive.
Unpack your boxes as soon as possible for best results. If you cannot unpack them right away, store them in a cooler.
When taking your boxes out of the cooler, only bring out what you can process in 30 minutes. This keeps the cold chain intact and reduces condensation.
Prep your clean buckets with cold water and a floral solution like Chrysal® or Floralife®.
Carefully unpack your boxes and closely inspect your flowers. When unpacking roses, remove the inner wrap if an outer sleeve is present.
Cut one to two inches from your stems. Use a sharp cutter at an angle to prevent damaging or flattening the stem.
Place your cut flowers into buckets and allow time for any condensation to evaporate from the petals before placing them back into your cooler.
VISIT FLOWERBUYER.COM OR CALL 877.625.3243 FOR A SIGNIFICANT SAVINGS ON A HUGE SELECTION OF VALENTINE’S DAY FLOWERS. 6
2019 VALENTINE'S DAY SUCCESS GUIDE
A MESSAGE FROM CAROL By Carol Caggiano, AIFD, PFCI
Valentine’s Day is coming up! The floral industry is ever changing and as soon as we think we have figured it out, there is always a new challenge. Here are a few tips that I find helpful, hoping to inspire a winning Valentine’s Day:
Never say (or think) “I can’t.” Science has proven that we can’t behave in opposition to how we think. If you have the mindset of ”I can,” you become more creative in finding a different path.
Let “How can I?” replace “I can’t” and you will find your spirit improved as well. It is easy to
slip into that negative mode when the day is not going right. Send the negativity “packing” and look to the positive. Being positive takes less energy, so you can devote that energy to your next project or challenge. You also inspire those around you when you have an “I/We can do it” attitude. You are more pleasant to be around and others will become more motivated as well.
Don’t try to take everything on yourself. Work with your team and share the load. “We” often seems so
much more doable than “I.” Sure, there are times when you need to do it yourself, but quite often working as a team makes success seem much more attainable.
Take advantage of the many tools that Teleflora has created for you, especially Teleflora’s new Floral Selection Guide, which will help you with your holiday sales. Customers will love the
beautiful designs as well as the efficient layouts, making their selection easily. Because all designs are pictured at Deluxe price points, your profit will increase as well. I helped produce this book with the team and we all worked very hard to make it a useful tool for the florist. There were multiple challenges in creating this book, but the team always kept the “How can we?” philosophy and it served us well. We pass that spirit on to you.
I know you can make this your most successful Valentine’s Day, and you know you can do it too. Wishing you the very best for 2019.
Carol Caggiano owned and operated a retail flower shop for 37 years. She now freelances for retail shops and event companies. She has been an Education Specialist for Teleflora and currently works as lead floral designer for Teleflora’s product line.
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2019 VALENTINE'S DAY SUCCESS GUIDE
SOCIAL MEDIA TRENDS TO TRY IN 2019
LIVE STREAMING:
When it comes to live streaming, Facebook leads the way, according to the 2018 State of Social Report from Buffer.com. In 2017, only 31% of businesses used live videos to promote their brands. • Try it in your store by live streaming a tour of your new products, a class you teach, or an event you are attending, like a farmers market.
CHATBOTS:
In the first year of the new Facebook Messenger platform, the number of chatbots jumped from 33,000 to more than 100,000. • Create an automated message on your Facebook page to lead customers to your preferred form of contact: email, phone, or to continue the conversation on Facebook.
INFLUENCER:
A social media influencer is a person who uses social media to establish credibility with a specific audience. Look for local bloggers or lifestyle influencers with 5k to 25k followers. • Search on Instagram for local influencers with hashtags like #dallasblogger and offer them a free bouquet to promote your shop 7 to 10 days before Valentine’s Day.
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2019 VALENTINE'S DAY SUCCESS GUIDE
TOP 12 PROJECTED BEST SELLERS
Teleflora’s Sweetest Satin Bouquet T19V100A
Teleflora’s Sterling Love Bouquet T19V200A
Teleflora’s Country Sweetheart Bouquet T19V300A
Teleflora’s Happy Harmony Bouquet T19V400A
Blooming Belles Bouquet TLR02-1A
Hugs and Kisses Bouquet with Red Roses T11Z100A
Teleflora’s Hold Me Close Bouquet TEV22-1A
Be My Love Bouquet with Red Roses T128-2A
Teleflora’s True Romance Bouquet with Red Roses T400-3A
Teleflora’s Fabulous Flora Bouquet TLR09-1A
Teleflora’s Sweet Thoughts Bouquet with Red Roses TEV13-7A
Dance with Me Bouquet with Red Roses TEV12-5A
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2019 VALENTINE'S DAY SUCCESS GUIDE
SOCIAL VIDEO FOR BEGINNERS By Crystal Vilkaitis, Founder Social Edge, Retail Social Media Expert, and Speaker
Serving as a resource for florists who want to drive sales using social media, Social Edge implements tried and true social media strategies for retailers. With the biggest floral holiday just around the corner, Social Edge provides these basics for flawless filming. Think of this as your video cheat sheet!
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WIPE THE CAMERA LENS: You won’t believe how often we hear, “My videos are always so blurry!” And all because the lens was a little dirty.
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USE NATURAL LIGHT: Good lighting is key to getting a good quality video, but if your store doesn’t have tons of natural light you can always use a lighting kit. Inexpensive options are available on Amazon.
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TEST FOR BACKGROUND NOISE: Always be sure your audience can hear what you’re saying. The juicy details of your new products or upcoming events are important! If the audio is hard to hear, try using a mic.
2019 VALENTINE'S DAY SUCCESS GUIDE
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MAKE SURE YOUR CAMERA SETTINGS ARE SET TO HD: Filming your videos in high definition makes for a better viewing experience for anyone watching. We recommend always having it set to 1080p HD at 60fps (both on iPhone and Android devices).
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ALWAYS LOCK YOUR FACE: Locking the camera’s focus on your face allows the camera to always keep you in focus even if you’re moving around the store.
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BE PREPARED: No need to script out word-for-word what you’re going to say but make note of your important points to keep you on track and ensure your audience doesn’t miss a thing.
AND LAST BUT NOT LEAST….
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SMILE! It’s natural to feel nervous or uncomfortable on camera. The best nerve-calming remedy is to throw a smile on before hitting the record button. Plus, a smile helps create a friendly environment that will catch your viewers’ attention.
START INCREASING YOUR CAMERA CONFIDENCE! WITH MORE PRACTICE CREATING VIDEOS NOW, YOU’LL BE A PRO IN NO TIME. WATCH THE FULL VIDEO OF CRYSTAL VILKAITIS’S VIDEO CHEAT SHEET: Bit.ly/SocialEdgeBeginnersVideo
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2019 VALENTINE'S DAY SUCCESS GUIDE
DOVE POS MOBILE GO MOBILE THIS VALENTINE’S DAY
You can now take your Dove POS system from out behind the counter! Place and track orders from anywhere via smart phones, tablets, and laptops. Mobile Dove POS provides access to your core features of Dove POS, including Order Entry, Customer Lookup, and Product Lookup.
INCREASE YOUR SHOP’S FLEXIBILITY AND CUSTOMER SATISFACTION THIS VALENTINE’S DAY AVOID LINES AT THE REGISTER
Process walk-in orders faster and avoid long lines at your register by equipping your staff with smart phones or tablets to complete sales on the floor of your shop.
TAKE YOUR SHOP ON THE GO
Set up shop at local arts and craft fairs, bridal shows, and holiday festivals. Mobile Dove POS allows you to process orders from customers on the spot.
“We’ve used Dove POS in our shop for years, and I have to say that I love the new mobile feature. We currently have a laptop set up out back in the delivery area. Our drivers use it every day to send delivery confirmations. I also take the laptop with me to events at our local high school so I can sell flowers from there, too.”
BETTY SUE ANDERSON | FRANCES FLOWER SHOP | LITTLE ROCK, ARKANSAS
GET STARTED TODAY! VISIT BIT.LY/DOVEPOSWEBUI FROM YOUR DOVE POS TERMINAL AND FOLLOW THE SIMPLE INSTRUCTIONS DON’T HAVE DOVEPOS? CALL 866.444.3683 TO LEARN MORE 12
2019 VALENTINE'S DAY SUCCESS GUIDE
3 WEBPAGE UPDATES TO MAKE BEFORE VALENTINE’S DAY Ensure that your website is set up for success by focusing on these three areas in advance of the busiest holiday of the year.
MERCHANDISING
Just like your physical storefront, you should rotate your featured products frequently to catch the attention of potential customers. Refresh your Valentine’s Day category products from last year with your best sellers, and prominently display any new arrangements or containers. Don’t forget to choose a mix of price points in the category to cater to customers with a range of budgets.
PROMOTIONS
Consider running a promotion specifically for Valentine’s Day. Run a promotion for 10% off or free delivery on any order placed a week before the holiday. Create a promotion code to display on your website or add it to any of our eFlorist promotional emails. These can be easily controlled right from your eFlorist administration tool. Additionally posting the code to social media can bring in new customers and grow your brand in your community.
“ABOUT US”
Your “About Us” page is likely one of the most-visited pages on your site. Make sure it speaks to your shop’s personality today and not a year ago. Sharing your story on this page is one of the easiest ways to differentiate yourself from your competitors. When customers relate to you personally, they are more likely to buy from you. As an eFlorist member, you have the most powerful website at your fingertips! Unless you chose otherwise, we automatically update your categories, refresh your merchandise throughout the holiday, and send beautiful emails to your customers on your behalf. With websites optimized for florists like you, we hope that you take full advantage of eFlorist to make this Valentine’s Day a success.
LOG IN TO ESAT (MANAGE.EFLORIST.COM) TO GET STARTED OR GIVE US A CALL AT 866.983.3932 IF YOU HAVE ANY QUESTIONS OR WOULD LIKE TO CREATE AN EFLORIST WEBSITE BEFORE VALENTINE’S DAY!
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2019 VALENTINE'S DAY SUCCESS GUIDE
ASK A FLORIST How has your Valentine’s Day strategy evolved over the years? "Our Valentine’s strategy has definitely changed over the last decade. We have changed our staff size significantly over the years, so we need to be able to do more with less. Planning is huge! Early on we decide what arrangements we are going to feature and have those mass produced and saved in the cooler. We also have streamlined our website to feature more involved, higher stem count bouquets towards the beginning of the week, and the really easy pictures like roses, for closer to the big day when we are worn out!"
What Valentine's Day Floral trends are you seeing for younger consumers this year? "Being in Seattle, we have a lot of tech giants who employ a lot of Millennials. Younger consumers are definitely leaning to smaller bouquets. They don’t worry so much about the big show, it’s more about the quality of the product, and the sentiment for them. We see a lot of customers going with the more modern cube style designs, and they want more interesting blooms like orchids, or kale."
REBEKAH CASEY CFD BALLARD BLOSSOM INC. SEATTLE, WA
How has your Valentine’s Day strategy evolved over the years? "Even though this is my 19th Valentine’s Day each one is different. I always have extra counter help, phone help, extra designers, and extra delivery people. This year we have implemented GPS systems in all our delivery vans. The walk-in business on the 14th is overwhelming, so we have balloons already blown up and the candy and cards available. And of course, the roses and arrangements pre-made."
What Valentine's Day Floral trends are you seeing for younger consumers this year? "The Valentine’s day trends I am seeing for the upcoming holiday seem to mirror our everyday trends. Our younger consumers seem to want single stems of flowers and small wrapped bouquets. Single stems of Gerbera daisies are the most popular in our area at this time."
MARY ANN DEBERRY, TMF THE FLORIST LTD DENTON, TEXAS
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2019 VALENTINE'S DAY SUCCESS GUIDE
QUICK TIPS TO HELP MANAGE YOUR HOLIDAY ORDERS PRE-VALENTINE’S DAY RUSH: • ADJUST YOUR DELIVERY AREA Use Flexible Codifications to set up a larger delivery area in the days leading up to Valentine’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
VALENTINE’S DAY RUSH: • 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.
• DELIVERY CONFIRMATIONS ARE KEY
To help avoid non-delivery complaints, please confirm the delivery AFTER the delivery has been made. This will help reduce confusion for the sender and the recipient. 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.
SOS VALENTINE’S DAY RUSH: • 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.
FOR MORE, VISIT MYTELEFLORA.COM OR CALL DOVE POS SUPPORT AT 866.444.3683 15
2019 VALENTINE'S DAY SUCCESS GUIDE
TOP TAKEAWAYS TREND REPORTS
2019 Valentine’s Day trends include rich satin and a French farmhouse feel. Check out how to incorporate these trends into your Valentine’s Day merchandising. (p. 4)
CAROL CAGGIANO
Design team lead of Teleflora’s FSG describes how florists can use the FSG to make a profit this Valentine’s Day and beyond. (p. 7)
SOCIAL MEDIA TRENDS
Teleflora highlights three trends in social media and how you can apply them to your shop in 2019. (p. 8)
VIDEO
Crystal Vilkaitis of Social Edge explains the seven “good-to-knows” before starting a social video. (p. 10)
EFLORIST
Ensure maximum orders this Valentine’s Day with these three webpage updates. (p. 13)
ASK A FLORIST
Teleflora partner florists describe how they design for Millennials and how their Valentine’s Day strategy has changed over the years. (p. 14)
MANAGING ORDERS
Tips you can use before and during the holiday rush. (p. 15)
Teleflora’s Bubbling Over Bouquet
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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