Teleflora's Mother's Day Success Guide

2019

MOTHER'S DAY SUCCESS GUIDE

TREND REPORTS

|

DESIGN ACADEMY

|

GABRIEL KAEHLER | PETER PERKENS FLOWERS, VISALIA, CA

TOP 10 BEST SELLERS

|

SOCIAL MEDIA

1

This Mother'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!

APRIL MONDAY

TUESDAY 1

WEDNESDAY

THURSDAY

2

3

Flowerbuyer.com auctions every Tuesday and Thursday through early May

8

FRIDAY 4

5

11

12

Set your autobids on Flowerbuyer.com— the earlier the better!

9

10 Confirm Mother’s Day temps and delivery drivers

15

16

Display merchandising items from Teleflora's FSG Update Kit

17

18

19

Schedule your social posts using Teleflora's Social Media Kit Bit.Ly/2019MdaySocialMedia

Look for your May directory, arriving in shops this week

23

22

24

25

26 Finalize your lineup—see Teleflora's project Best Sellers on p. 11

29

30 Are you open on Mother’s Day? Let us know at MyTeleflora.com or by calling 800.569.8302

MAY MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

1

2

Upload custom Mother’s Day SKUs and update pricing on your eFlorist site

6

7

Order using Flowerbuyer.com’s Buy the Bunch® for small quantity, or last-minute orders

8

13

14 Replace Mother’s Day merchandising with Anytime bouquets

9

10

16

17

Last chance to order flowers using Flowerbuyer.com's Priority Overnight.

Last chance to order via Flowerbuyer.com Auction

MOTHER’S DAY IS SUNDAY, MAY 12

3

15

Email coupon to first-time Mother’s Day customers

CONTENTS 6 SYMPATHY GUIDE REVIEW

Teleflora partner florists share how the new FSG Sympathy Guide has helped them secure sales.

10 SOCIAL MEDIA

Use these tips on buying and measuring local Facebook ads to boost Mother's Day business.

11 MOTHER'S DAY BEST SELLERS Prepare your shop's inventory for the big day.

12 IMPROVE YOUR GOOGLE RANK

Ensure maximum orders this Mother's Day with SEO updates to your website.

13 FLORIST DESIGN EDUCATION

The 2019 Design Academy visits four new cities this year with classes on trending topics.

TREND REPORTS PURPLE PASSION

MERCHANDISING IDEA: Use these hot hues to create an eyecatching ombre display using flowers, fabrics, or other items.

Teleflora's Regal Blossoms Bouquet

CONCRETE JUNGLE

MERCHANDISING IDEA: Create an urban oasis display with concrete-inspired candles, dishware or décor, and mix in dainty fresh flowers or potted greenery.

Teleflora’s Monarch Garden Bouquet

HANDMADE COUNTRY CHIC

Teleflora’s Mod Mademoiselle Bouquet

4

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

MERCHANDISING IDEA: Add botanical prints to vintage frames, or add floral prints home decor to your shop to capitalize on this trend.

SATIN GLAM

MERCHANDISING IDEA: Emphasize the versatility of the container for after-use by displaying with makeup brushes or lotions.

Teleflora’s Liquid Lavender Bouquet

GEMSTONE REVERIE

MERCHANDISING IDEA: Have a DIY bracelet station filled with jewel-toned beads for customers to create their own jewelry with ocean-inspired hues.

Teleflora’s Art Glass Treasure Bouquet

NOSTALGIA ON WHEELS

Teleflora’s '67 Chevy Camaro Bouquet

MERCHANDISING IDEA: Gear up for Father’s Day with a collection of retro car paraphernalia like fuzzy-dice for Father’s Day bouquet add-ons.

5

FLORIST FEEDBACK ON THE SYMPATHY GUIDE With over two years of research and extensive florist involvement, the new Sympathy Guide will quickly become a highly valuable selling tool in your flower shop. We developed eight new Sympathy Collections, shown in foldout spreads for ease of shopping. In the guide, the arrangements are available at all price points, ensuring that there is something for every customer.

Teleflora’s Grandest Glory Collection

Dreams From The Heart Bouquet T208-1B

T281-5A

sympathy

hydrangea, white orchids, cymbidium, white orchids, dendrobium, white roses, 50cm, white roses, spray, white lilies, oriental, white

roses, 50cm, white lilies, asiatic, white carnations, white chrysanthemums, cushion spray, white

Serenity Wreath T239-3A

Grandest Glory Casket Spray T281-2A

hydrangea, white roses, 50cm, white lilies, oriental, white gladioli, white stock, white

Heartfelt Sympathy Spray T281-3A

hydrangea, white roses, 50cm, crème roses, spray, white lilies, oriental, white stock, white

Teleflora’s Divine Peace Bouquet T229-2B roses, 50cm, white alstroemeria, white carnations, miniature, white stock, white chrysanthemums, cushion spray, white waxflower, white

hydrangea, white roses, 50cm, white lilies, oriental, white snapdragons, white stock, white

Teleflora’s True Horizon Bouquet T281-4B

sympathy for the service |

10

“I was delighted to get the new Floral Selection Guide. Within the first week of having this new sales tool, a family came into the shop to order flowers for a dear family member's funeral service. The family saw the new groupings in the sympathy section and wanted an entire page! It made it so easy for them to visualize it and it paid for the entire FSG in one sale.“ GARY SNOW

Always in Bloom Florist Vero Beach, FL

“My customers really like the new sympathy selection guide. They like how it is set up by themes. The new selection guide has helped us increase our sympathy sales.“ RODNEY JOHNSON

Dogwood Floral Company Dansville, NY

Call 800.333.0205 to order personalized sympathy guides for funeral homes in your area.

6

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

5 WAYS TO USE THE DIGITAL FSG IN YOUR SHOP

For the first time, all Teleflora partner florists have access to a fully digital version of the FSG Counter Book, Sympathy Book and Workbook. Available in both an online eBook and mobile app versions, the new Digital FSG serves as an innovative selling tool to use with customers in your shop, as well as a valuable workroom resource for designers.

1

Use the search function to easily find all bouquets with a specific flower type like “orange roses“ for a customer.

2

Display the online eBooks on a desktop (touchscreen monitor) for customers to browse.

3

Use the mobile app to add custom bouquet prices to the Counter Book to aid sales staff on the shop floor.

4

Download the mobile app to multiple devices so designers can access the Workbook to search recipes, view images, and reference the flower substitution guide.

5

Have the whole FSG at your fingertips while out of your shop. Take the app to your local Farmer’s Market or other functions to show off bouquets to interested customers.

Download the Digital FSG mobile app to your smartphone or tablet: Bit.Ly/2HcLy5Z Or view the online eBooks: Bit.Ly/2TGxcQX

7

SOCIAL MEDIA PHO A SIMPLE GUIDE TO TAKING GORGEOUS BOUQUET PHOTOS

With these simple tips and tricks, you can turn your photos into social media showstoppers.

BACKDROP When photographing your arrangements, place them in a setting that lets them stand out, like an interesting wall in your shop.

Choose a simple tabletop surface, like wood or stone. Stay away from reflective surfaces as they can distract from your arrangement.

@WHITEOAKSFLORIST

ANGLE To achieve a clean image of the full arrangement, hold the camera just above eye level. If you’re featuring a keepsake container, you can shift slightly lower.

When framing your shot, leave room on all sides.

You can always crop the image later.

8

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

@STARBRIGHTNYC

OTOGRAPHY: PROPS The right props can add character and personality.

They also help your customer understand the scale of your arrangement.

Start a collection of go-to props that complement the décor of your shop: antique sheers, a simple book, or a modern votive. When featuring props, less is more. It’s important that they enhance rather than distract from your arrangement.

@TELEFLORA

LIGHTING & EXPOSURE Play around with your phone’s filters and shoot modes like Portrait Mode or Live Focus. Choose filters that enhance the flowers' natural color.

A lighter and brighter setting is best for viewing your images on screen.

@FLORALCREATIONSFLORIST

Download our Social Media Photography Guide: Bit.Ly.com/2019MdaySocialMedia

9

2 WAYS TO TRACK SALES FROM SOCIAL MEDIA

By Crystal Vilkaitis, Founder Crystal Media, Retail Social Media Expert, and Speaker

Crystal Media implements tried and true social strategies for small business retailers. Crystal Vilkaitis says one of their retailers' biggest complaints is difficulty tracking sales from social media. With the Mother’s Day around the corner, Crystal Media shares two ways to track sales from social.

1

PRODUCT MATCHING When you feature a specific product in an ad, in social posts, or on a live video, keep track of sales for that specific item. Also note, if customers say they came into your store because they saw your ad, post, or video while online.

2

TRACKING COSTS To track costs of ads, use the Offer Ad objective in the Facebook Ads Manager Platform. You’ll be able to calculate the revenue you’ve earned from running an offer on a specific budget. Based on the results, determine if the offer is worth repeating in the future, or if you want to test different offers with your audience.

These tips are perfect for Facebook advertising for Mother’s Day. Track your findings and use them to evaluate the effectiveness of your social media channels. This makes it easier to determine your marketing and promotion for summer 2019.

Get more Instagram, Facebook and Ads tips at: crystalmediaco.com/blog 10

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

TOP 10 PROJECTED MOTHER’S DAY BEST SELLERS

Teleflora's Monarch Garden Bouquet T19M200

Teleflora's Mod Mademoiselle Bouquet T19M300

Teleflora's Regal Blossoms Bouquet T19M100

Teleflora's Art Glass Treasure Bouquet T19M500

Blush Life Bouquet TEV56-3

Teleflora's Whisper Soft Bouquet TEV55-3

Teleflora's Desert Sunrise Bouquet TEV55-6

Teleflora's Liquid Lavender Bouquet T19M400

Teleflora's Amethyst Jewel Bouquet TEV57-9

Teleflora's Washed in Pink Bouquet TEV58-1

11

GET NOTICED ON GOOGLE THIS MOTHER’S DAY

Whether your customers plan to buy a bouquet in person or on the internet, they use computers, mobile phones, digital assistants, and smart speakers to search for their perfect Mother’s Day bouquet. In fact, over 50% of all U.S. shoppers research online before buying a product.1 Ensure your shop makes the top of their list this Mother’s Day:

1

SEARCH ENGINE OPTIMIZATION Make sure your website is designed for search engines and mobile shoppers alike. It should provide a good browsing and shopping experience, no matter what device a customer uses. If you have an eFlorist website, rest assured that your site is optimized for search, mobile-friendly, and is built to rank well organically.

2

PAID SEARCH ADVERTISING Paid Search, including our eFlorist Paid Search Program (OSM), is one of the most powerful digital marketing tools used to attract new customers, protect market share, and drive incremental sales.

Leveraging paid search is complementary to your SEO efforts as it increases your visibility at the top of search result pages. If you’re just getting started, plan for a 90 day ramp up to learn what works with your advertising and gains positive momentum on Google.

3

LISTINGS MANAGEMENT Improve your organic rankings by ensuring your shop name, address, phone number, and store hours are listed consistently across the internet. Consistent information gives Google more confidence in ranking your website and avoids creating any confusion with potential customers. Consider a listings management tool like eFlorist’s Search Optimizer to keep your shop’s information up to date and prevent 3rd party changes to your listings.

1. eMarketing.com, Survey: Typical Research and Purchase Process Among U.S. Internet Users, Jan 2018

Give the eFlorist team a call at 866.983.3932 if you’d like to learn more or to sign up for any of our marketing services!

12

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

2019 DESIGN ACADEMY The Teleflora Design Academy (formally Scholarship Academy) brings world-class floral design educators from across the U.S. for intensive hands-on class experiences. The academy was created to meet the changing design education needs of today’s florists and creates an educational experience that will hone florists’ skills in a small class setting.

2019 DATES AND LOCATIONS 6

APR

-

7

APR

22

David Powers AIFD, CFD HOUSTON, TX

Maximizing Your Everyday Designs

Jerome Raska AIFD, AAF, PFCI, CF

JUN

ST. LOUIS, MO

JUN

23

Designing, Creating and Selling Fabulous Events for Profit

20

Jenny Thomasson AIFD, PFCI, EMC

-

JUL

-

PHOENIX, AZ

21

Modern Wedding: Creative Concepts

14

Jody McLeod AIFD, CFD

JUL

SEP

-

15

SEP

ATLANTA, GA

Design Makeover

Tom Bowling AIFD, PFCI, is a member of Teleflora’s acclaimed Education Specialist Team and now serves as coordinator for the Teleflora Design Academy.

Tom owned a retail flower shop for 20 years, and worked in the floral wholesale business. He now consults for major growers and is the Director of Education for Syndicate Sales.

Follow Teleflora Design Academy on Facebook for more information.

13

FLOWER BUYING ACROSS THE U.S.

Flowerbuyer is the leading online floral auction in North America. With over 20 years of experience in the industry, Flowerbuyer offers an extensive selection of Mother’s Day flowers through partnerships with growers worldwide. Competitive pricing, hundreds of varieties, and flexible order quantities make Flowerbuyer the go-to for your seasonal flower needs. Florists across North America share their Flowerbuyer stories: “The transactions and the auctions are easy. Overall, Flowerbuyer is a user-friendly experience, especially for those of us who don’t have time to spend going back and forth on pricing. It’s just a good efficient way to purchase product.”

LINDA SAAVEDRA | ARTISTIC FLOWERS, ST. PETERSBURG, FL

“We have truly enjoyed the professionalism when we order from Flowerbuyer.com. They have made the process easy and are always responsive when we need help. The quality of the flowers is wonderful as well!“ JAN MILLER | STEVE’S FLORAL, MANHATTAN, KS

“Flowerbuyer makes purchasing easy with many options available including FedEx Overnight or going on professional and dealing straight with the growers. The customer service that I receive is top notch.

I have had the same representative for the past 17 years and she always takes care of anything I need.

Flowerbuyer always stands behind the product. Excellent product, selection, and easy to use website!“ NATALIE FOSTER | TERRI’S FLORIST, COLUMBUS, GA

Visit www.flowerbuyer.com or call 877.625.3243 to source Mother’s Day flowers at the best prices.

14

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

Open on

? y a D s ' r e h t o M S unday May 12

Let us know if you plan to be open and accepting orders for delivery on Mother's Day. Teleflora is making special efforts to route Headquarters and florist-to-florist orders to your shop for delivery on Sunday, May 12, for Mother's Day, ensuring that your shop receives every order possible.

Please visit MyTeleflora.com or call 800.569.8302 starting March 27th to tell us if you will be open!

TIPS FOR SUCCESS Flexible Codifications give you real-time control over your delivery areas. You can turn specific delivery ZIP codes on and off any time you like! Available on MyTeleflora.com, the Holiday Delivery tab will become active as the holiday nears, allowing you to add and delete delivery ZIP codes for the Mother's Day period, so you can focus on quality customer service for your area.

Order Delivered? Send a Confirmation. Customers expect delivery confirmations. Confirm your deliveries as soon as possible, and avoid fees by sending confirmations by 9 p.m. (local time) on the requested delivery date. To avoid confusion, confirm the delivery AFTER it has been made.

15

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

Products: 800.333.0205 16

2 0 1 9 M O T H E R ' S D AY

SUCCESS GUIDE

DovePlus: 800.720.9410 Flowerbuyer.com: 877.625.3243