2021
VALENTINE'S DAY SUCCESS GUIDE
TREND REPORTS
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ASK A FLORIST
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TELEFLORA’S LOVE CONQUERS ALL BOUQUET T21V200
TOP 10 BEST SELLERS
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SOCIAL MEDIA
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CALENDAR JANUARY: 01 MERCHANDISING
Display merchandising items from Teleflora's FSG Update Kit
05 AUCTIONS UNDERWAY 06 AUTOBIDS
Flowerbuyer.com Tuesday and Thursday auctions begin
Set your autobids for Flowerbuyer.com
14 VIRTUAL PROGRAM
Valentine’s Day Retail Success featuring Jerome Raska AIFD, AAF, PFCI, CF
21 STATEMENT STUFFERS
Send Valentine's Day Statement Stuffers and other mailers
24 PROJECTED BEST SELLERS 26 VIRTUAL PROGRAM 28 PREP
Finalize your lineup – See Teleflora's projected Best Sellers on p.12
Design inspiration featuring international designer Leopoldo Gomez
Valentine's Day prep – Staff Meeting
FEBRUARY: 04 SKUs & PRICING 08 SOCIAL MEDIA
Upload custom Valentine's Day SKUs and update pricing on your eFlorist site
Post, Tweet, and blog behind-the-scenes Valentine's Day bouquet creations
10 PRIORITY OVERNIGHT 13 GALENTINE'S DAY 14
Last day to order your flowers on Flowerbuyer.com using priority overnight
Post a cute Galentine's Day bouquet for best friends
Happy Valentine's Day
CONTENTS 04
TREND REPORTS Merchandising ideas for Valentine's Day
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ASK A FLORIST Florists discuss the challenge of a Sunday Valentine's Day
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TELEFLORA EDUCATION Learn from top florists on the Teleflora Design Education YouTube page
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BEST SELLERS Teleflora's projected best sellers for Valentine's Day 2021
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WORKING REMOTELY During these uncertain times, you can count on Teleflora technology
2021 VALENTINE'S DAY TRENDS ALL HEARTS
MERCHANDISING TIP: Love is in the air! Dust a tree with pink and red glitter and display these charming ornaments along with other symbols of love. Teleflora’s Charmed in Love Bouquet T21V100
DRAMATIC TWISTS
MERCHANDISING TIP: Complement the stunning reds and greens by displaying this arrangement in a dramatic and romantic setting with silky fabrics, gemstones, and tea lights. Teleflora’s Love Conquers All Bouquet T21V200
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2021 VALENTINE'S DAY SUCCESS GUIDE
PRETTY IN PINK
MERCHANDISING TIP: Charmed, we’re sure! Play up the adorable “loved” charm by offering add-on gifts for sale, like a DIY cookie decorating kit or heart-shaped cake pops. Teleflora’s Playfully Pink Bouquet T21V300
RED HAUTE
MERCHANDISING TIP: Send sparks flying by highlighting this bright red mercury glass container with complementary metallic décor to create a vibrant, showstopping display. Teleflora’s Moonstruck Mercury Bouquet T21V400
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ASK A FLORIST When Valentine’s Day falls on a weekend, we typically see a decline in floral sales, due to partners opting for experiences like traveling or dining. If Mother’s Day, Thanksgiving, and Christmas sales are an indication of consumer gifting during COVID-19, we expect to see an increase in floral sales for Valentine’s Day. Here are some tips from fellow florists to help you prepare.
HOW DOES A SUNDAY VALENTINE’S DAY IMPACT YOUR BUSINESS? We typically see a drop in sales because customers make a weekend of Valentine’s Day and go somewhere, instead of sending flowers. Now, due to COVID-19, and if Mother’s Day is any indicator, I could be wrong. We had a very busy 2020 Mother’s Day and if things continue as they are, people that usually don’t send flowers may send this holiday. Renee Polreis, Nepstad’s Flowers, Mitchell, SD
We will sell a ‘Weekend of Love’ that’s not limited to Sunday. We will promote sales deals on Friday for end-of-week flowers, Saturday Surprises, and then the big gift on Valentine’s Day. We use our Dove POS to run previous years' reports for comparison. We are careful to look at sales forecasts to set our sales goals. Waneita Boyan, CF, MFM, MG, June’s Floral Company, Mt. Morris, MI
WHAT IS ONE TIP YOU’D GIVE TO ANOTHER FLORIST? Update your website now and feature three different arrangements for Valentine's Day! Have a standard, deluxe, and premium price for each bouquet. Our success depends upon each person owning their assigned areas of responsibility and working together as a team. We developed a strong team and last year it worked amazingly well. Robbyn R. Repp, Petal to the Metal Flowers, North Bend, OR
My advice to another florist is start planning now! I have already begun pulling container ideas, gathering our sales reports, ordering my plush and specialty gifts. I also have staff focus on sales incentives. We meet monthly to work on forecasting and what's coming up next. When we are halfway through planning, we have a small group that begins on the next project. Waneita Boyan, CF, MFM, MG, June’s Floral Company, Mt. Morris, MI 6
2021 VALENTINE'S DAY SUCCESS GUIDE
NEVER MISS A CALL WITH 24 HOUR FLOWERS When you can’t get to the phone—we answer it for you. Our highly trained sales consultants provide live, around-the-clock phone coverage 7 days a week, 365 days a year. You can even provide us with a custom greeting, so we answer the phone the way you want. All orders we take are sent directly to your shop through the Dove Network. Should a customer have concerns with an order, we will contact you immediately to address the complaint.
24 HOUR FLOWERS BENEFITS INCLUDE: Increased sales and profitability with less time spent on the phone. Your shop remains open and accepting orders even after you close. Unparalleled customer support from our trained sales consultants. They can answer questions about orders and arrangements, highlight your current promotions, and suggest add-on gifts. Simplified service. It's easy to set up the surface, turn it on or off, and customize your greeting anytime. Shops using 24 Hour Flowers have an average order value of $91 and receive 12 or more additional orders every month through this service.
TESTIMONIAL
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During the holidays, I have three phone lines that are always ringing, and everyone is busy in the shop. 24 Hour Flowers builds confidence in me knowing that I don’t have to answer every phone call, l can let it go to the answering service. If there’s an issue with an order, I’ll get a call from the customer service department telling me what I need to address right away.
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Gina Waters, AAF, TMFA | Flower Forrest, San Antonio, TX
FOR MORE INFORMATION, VISIT MYTELEFLORA.COM OR CALL 866.474.7347.
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TELEFLORA EDUCATION ON-THE-GO VIRTUAL!
After putting our design classes on pause during early COVID-19, Teleflora Design Education is back with tons of virtual programming opportunities. We’ve expanded our selection of classes to hands-on virtual design classes, business classes, and boot camps.
STRENGTHENING YOUR VISUAL BRAND PERSONALITY WITH JOYCE MASON-MONHEIM, AIFD, CFD, AAF, PFCI, AZMF Joyce’s merchandising tricks will take your storefront and retail space to the next level by incorporating sensory details to influence your customer’s experience.
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2021 VALENTINE'S DAY SUCCESS GUIDE
YOU HAD ME AT HELLO WITH FLOWERCLIQUE Learn to identify four types of phone customers and sell to each one with confidence! You’ll have happy repeat customers.
WEDDINGS: THE NEW I DO WITH JENNY THOMASSON, AIFD, PFCI, EMC Explore the new “I do” with a surge in creativity and uniqueness for 2021 couples. The year brings downsized nuptials; smaller bridal parties; and natural, sustainable materials.
Teleflora is offering classes for viewing online at the Teleflora Design Education YouTube Page— https://bit.ly/TelefloraDesignEducation 9
THE BENEFITS OF A FACEBOOK BUSINESS PAGE AND HOW TO EASILY SET IT UP
For small-business owners, a Facebook Business Page is a powerful tool to build brand awareness, connect with customers, and expand your social marketing. A business page is separate from a personal profile, yet it’s also free and offers business opportunities such as Facebook Insights and visibility into how your content performs. Plus, with the recent launch of “Shops” on Facebook and Instagram, many consumers are shopping and purchasing products directly through these platforms. A Facebook Business Page is required if you are considering the Shops feature.
SET UP YOUR NEW PAGE IN 7 EASY STEPS: Log in to your personal Facebook account and click “Create New Page” under the “Pages” tab. Enter your Page name. Use the name of your business or a name that customers search for to find your business. Choose a category that describes this page (for example, “florist” and/or “business”). Fill out the “About” section by detailing what your business does or the purpose of the page. Upload a profile photo and cover photo that best represent your shop. Tip: Use a colorful cover photo from Teleflora’s Social Media Kit! 06
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Add a CTA (Call-to-Action) that directs your page visitors to take action, such as visit your website or call your store. Invite others to like your page and start posting to engage with customers.
For more information, visit www.facebook.com/business/pages.
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2021 VALENTINE'S DAY SUCCESS GUIDE
EMAIL MARKETING IN 2021 EMAIL = LOYALTY
Studies show that consumers continue to prefer email for receiving marketing messages. Email campaigns are powerful retention drivers because they remind customers to come back to your site for additional purchases of flowers and gifts.
HOW CAN I GET MORE FROM EMAIL? Keep a conversation going with your customers by offering them a sneak peek at your Valentine’s Day offerings. Emphasize that you provide contactless delivery, easy online ordering, and buy local for a loved one this Valentine’s Day. With 77% of customers opening emails in search of a discount, you can grab their attention by offering a deal right in their inbox.
HOW DO I TAKE IT UP A NOTCH?
Reward your loyal customers with a $15 coupon from eFlorist’s eMail Plus. We send your existing email subscribers a $15 coupon for any arrangement on your site to help bring in repeat business at no additional cost to you outside of the program participation fee.
DID YOU KNOW? If you're an eFlorist member, eFlorist sends emails weekly on behalf of your shop to your customers, at no cost to you. You can customize your subject line and product selection or choose to offer a promotion or discount at anytime.
Would you like more insights into managing your promotional strategy? Contact our eMarketing Counselors at 866.983.3932 or email eflorist@teleflora.com for help getting these promotions created. 11
VALENTINE'S DAY 2021 PROJECTED BEST SELLERS $10 FLAT RATE SHIPPING on all Teleflora Valentine’s Day Containers!
Teleflora’s Playfully Pink Bouquet #1 Best Seller from 2020 T21V300
Teleflora’s Moonstruck Mercury Bouquet T21V400
Teleflora's Regal Pink Bouquet TEV59-3
Teleflora’s Charmed in Love Bouquet T21V100
Teleflora's Rich in Love Bouquet TEV55-7
Teleflora's Heart and Soul T11Z102
Teleflora’s Marvelous Mosaic Bouquet T20S100
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2021 VALENTINE'S DAY SUCCESS GUIDE
Teleflora’s Mid Mod Brights Bouquet TEV58-7
Teleflora’s Love Conquers All Bouquet T21V200
Teleflora’s Magical Garden Unicorn TEV58-4
OPEN ON Valentine's Day SUNDAY, FEBRUARY 14TH This year, Valentine’s Day falls on a Sunday, and Teleflora is making special efforts to route headquarters orders to your shop for delivery on Sunday, February 14th. To ensure that your shop receives every order possible, we will automatically be coding all shops as open and delivering headquarters orders on Valentine’s Day, Sunday, February 14th.
If you plan on being closed and not accepting orders for delivery on Valentine’s Day, Sunday, February 14th, please call us at 800.569.8302 to tell us that you opt out.
IMPORTANT INFORMATION FOR eFLORIST SHOPS If you are currently closed on Sundays, we will not automatically update your eFlorist site as open. To allow orders for delivery on February 14th, please adjust your site settings. You can use eSAT and enter an Exception Date, or call our automated system at 800.569.8302. As always, you can contact our eFlorist support group at 866.983.3932. 13
THE FLORAL-11 ON FLOWERBUYER’S SUPPLY CHAIN & LOGISTICS This year, the floral industry has seen challenges around product availability and ongoing logistics. Flowerbuyer shares how to tackle these potential challenges in order to have a successful holiday.
FARMS & PRODUCT AVAILABILITY:
Like so many other industries, flower farms in the U.S., South America, and Central America were hit hard by COVID-19. Several farms have been forced to close down while many others are working to sustain a profitable operation despite challenges. As a result, the floral supply has been, and is expected to be, tight across the industry for the foreseeable future, including Valentine’s Day.
LOGISTICS UPDATE:
Less cargo capacity from South American carriers and fewer workers throughout the supply chain are negatively impacting shipping, importing, and transporting flowers via traditional methods. Although challenges persist, Flowerbuyer is partnering with our trusted suppliers across the chain to offset the impact and closely monitor the situation.
TIPS FOR A SUCCESSFUL HOLIDAY: Prepare to lock in your Valentine’s Day orders early and often. Make your list and set your budget. Order your staple varieties first as they are expected to be very tight across the industry. Order your long-lasting greens and staples for earlier delivery to avoid capacity constraints. Check buying pages regularly. New products are added daily, and hundreds of growers are available to choose from on Flowerbuyer.com. Discover your best Flowerbuyer delivery option, i.e., FedEx, Trucklines, Hub, or Airport Pick-up. 06
For late or can’t-wait orders, trust Flowerbuyer’s extremely reliable overnight delivery service.
Flowerbuyer’s long-standing relationships with major logistics providers and our large network of more than 200 flower farms are here to support your product needs for an outstanding holiday! For more information, visit www.flowerbuyer.com.
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2021 VALENTINE'S DAY SUCCESS GUIDE
WORKING REMOTELY WITH DOVE POS During these uncertain times, you can count on Teleflora technology to help keep your shop open and running smoothly.
HERE ARE 3 WAYS TO CONNECT TO YOUR SHOP WHILE WORKING REMOTELY: MY.DOVEPOS.COM Log in to your Dove POS system from anywhere using the my.dovepos.com website. This website provides you with access to the core features of your Dove POS system, including Order Entry, Customer Lookup, and Product Lookup from a home computer, laptop, tablet, or smartphone.
VPN With a Teleflora laptop and a VPN connection, you can use the full functionality of Dove POS from anywhere that you have Internet access. Use your laptop in the shop as another workstation or remotely when you are away from the office.
REMOTE DESKTOP This connection allows you to securely log in to your shop’s computer from home and access anything you need in your system, including running reports and the ability to print to your current location.
For more information, call Dove POS Support at 866.444.3683.
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HELPFUL CONTACT NUMBERS Customer Service:
eFlorist: 866.983.3932 800.421.2815 U.S. and Canada
DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m. (CST)
Products: 800.333.0205 Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com: 877.625.3243
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2021 VALENTINE'S DAY SUCCESS GUIDE