Teleflora Valentine's Day Success Guide 2022

2022

VALENTINE’S DAY SUCCESS GUIDE

TREND REPORTS

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ASK A FLORIST

TELEFLORA’S PRECIOUS IN PINK BOUQUET T22V300

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TOP 10 BEST SELLERS

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SOCIAL MEDIA

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CALENDAR JANUARY M O N D AY

T U E S D AY 5

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W E D N E S D AY

MERCHANDISING

VIRTUAL PROGRAM

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AUCTIONS UNDERWAY

F R I D AY 7

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AUTOBIDS

Who Do You Love?

5 p.m. Central Time Register here: https://bit.ly/3pys8NW

Display merchandising items from Teleflora’s FSG Kit

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T H U R S D AY

Set your autobids on Flowerbuyer.com

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Flowerbuyer.com Tuesday and Thursday auctions are live!

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STATEMENT STUFFERS

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Send Valentine’s Day Statement Stuffers and other mailers

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PROJECTED BEST SELLERS

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Finalize your lineup! See Teleflora’s projected Best Sellers on p.06

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PREP

Valentine’s Day prep – Staff Meeting

FEBRUARY M O N D AY 31

T U E S D AY 1

W E D N E S D AY 2

T H U R S D AY 3

F R I D AY 4

SKUS & PRICING

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

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SOCIAL MEDIA

Post, Tweet, and blog behind-thescenes Valentine’s Day bouquet creations

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Happy Valentine’s Day

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PRIORITY OVERNIGHT

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Last day to order your flowers on Flowerbuyer.com using priority overnight

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CONTENTS 04

TREND REPORTS Valentine’s Day trends and merchandising tips

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BEST SELLERS Top ten projected best sellers for Valentine’s Day

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ASK A FLORIST Teleflora partner florists share insight into having a successful holiday

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SOCIAL MEDIA How to take great photos for social media

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NEW FROM EFLORIST Make your online reviews advantageous

VALENTINE’S DAY TREND REPORTS GO BOLD

Teleflora’s Sophisticated Love Bouquet T22V100

MERCHANDISING TIP: Embrace the rich, bold shades of red featured throughout this bouquet by pairing it next to a box of dark chocolates to sweeten the occasion.

LOVE IN LUXURY

Teleflora’s Love Reflections Bouquet T22V200

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2022 VALENTINE'S DAY SUCCESS GUIDE

MERCHANDISING TIP: Celebrate this stunning bouquet by creating a glamorous tablescape with pink crystal glasses or rose quartz that complements the vase’s luxurious diamond-cut pattern.

ODE TO OMBRÉ

Teleflora’s Precious in Pink Bouquet T22V300

MERCHANDISING TIP: Go pretty in pink with an ode to these mosaic textiles that illuminate like an ombré gradient. Display this bouquet next to Champagne flutes with raspberries or strawberries for customers to enjoy while shopping.

RED HAUTE

Teleflora’s Enchanted Gem Bouquet T22V400

MERCHANDISING TIP: Highlight the vibrant metallic of this container by lining a table with red metallic fringe or hang it as backdrop in your shop. Pair the fringe with Teleflora’s Love Out Loud bunting for added décor!

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VALENTINE’S DAY 2022 PROJECTED BEST SELLERS

Teleflora’s Sophisticated Love Bouquet T22V100

Teleflora’s Precious in Pink Bouquet T22V300

Teleflora’s Enchanted Gem Bouquet T22V400

Teleflora’s Love Reflection Bouquet T22V200

Teleflora’s Regal Pink Ruby Bouquet TEV59-3

Teleflora’s Washed In Pink Bouquet TEV58-1

Rich in Love by Teleflora TEV55-7

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2022 VALENTINE'S DAY SUCCESS GUIDE

Teleflora’s Enchanted Red Bouquet TEV60-4

Teleflora’s Kissed with Crimson Bouquet TEV61-3

Teleflora’s Possibly Pink T145-1

ASK A FLORIST HOW DO YOU PREPARE FOR VALENTINE’S DAY WHEN IT FALLS ON A MONDAY? We like to email or text previous customers at least two weeks before Valentine’s Day and open the shop Friday, Saturday, and Sunday for last minute orders. We offer discounts/promotions like free delivery or mylar balloons if the order is placed by Friday. For any orders that are delivered on that Friday, they receive a free teddy bear, box of chocolates, etc.

Bridget B. Joslin, Bridget’s On The Square, Inc., Magnolia, AR

Expect the unexpected! Beginning the last week of January, we call all of our previous year’s clients. We ask them if they would like to send flowers to their loved one again this year, and if they do not answer, we direct them to our website and give them our store number. We also order our flowers and supplies based on previous sales from a Monday Valentine’s Day. Joan Marie Driscoll, Floral Scents, Canton, MA

HOW ARE YOU TARGETING NEW CUSTOMERS WHO ARE PURCHASING FOR NON-ROMANTIC RELATIONSHIPS? In today’s market, it’s more about the motivation behind how people are shopping. To connect with customers we ask, “Are you shopping for yourself, a special someone, family, or a friend?” We then take their response to customize the appropriate gift. We have simple arrangements with various price points available for everyone.

Bridget B. Joslin, Bridget’s On The Square, Inc., Magnolia, AR

We like to place ads on our Facebook and Google Business pages in January reminding customers that Valentine’s Day is coming up.

We alternate images from couples to friends to family members with love-themed messaging. Plus, when someone calls to place an order for their romantic partner, we ask if there’s any family or friends they’d like to send to.

Joan Marie Driscoll, Floral Scents, Canton, MA

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THE ART OF HEALING THROUGH FLOWERS FLORIST FEATURE: PAULA E. DAVIS OF BLOOMS AND PETALS FLOWERS & EVENTS At Blooms and Petals Flowers & Events in Lafayette, Indiana, Paula E. Davis takes pride in her shop’s manifesto— crafting customized floral arrangements for ’all the seasons of your life.’ An accomplished business entrepreneur, fitness coach, bodybuilding champion, and breast cancer survivor, Davis has successfully built an empire centered around her life’s mission to heal people through health, wellness, and flowers. Her tremendous attention to detail in capturing the vision of each customer’s floral request has earned the respect of her community for over 24 years.

Davis’ empathetic nature and ability to sincerely connect with her customers has been the key to her success in both her flower shop and her gym studio, Fit4Ever Health & Wellness. When asked what motivates her to run two seemingly different businesses while juggling family life as a mother and grandmother, she responded, “The common thread that unites both is about healing people. I just use two different mediums to do this.”

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2022 VALENTINE'S DAY SUCCESS GUIDE

Her unique methods of healing people have impacted the lives of thousands over two decades, and she will continue to do so by prioritizing what is most valuable to her—healing people through artful arrangements as the focal point of her floral business.

“I love out loud by giving people flowers.

I don’t have to know you or your story to brighten your day.”

Paula E. Davis was recently awarded 2021 Woman of Distinction Honoree by YMCA Greater Lafayette for her excellence in service to the community. Davis founded the Black Chamber of Commerce to develop minority businesses and foster diversity and inclusion. She holds a Cancer Exercise Specialist certification to support her community with specific cancer exercise expertise.

She also created the Good Samaritan Project to thank frontline workers during the COVID-19 pandemic by delivering flowers, care packages, and letters of appreciation to healthcare workers and public servants.

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HOW TO TAKE GREAT PHOTOS FOR SOCIAL MEDIA Social media is constantly evolving and attention-grabbing imagery is no easy task when it comes to driving engagement. We’ve put together some tips and tricks for how to photograph for social media that will be sure to excite your customers!

LIGHTING

Natural light is the best and easiest way to highlight the beauty of your bouquets. Try placing your arrangements in indirect sunlight to highlight colors without blowing them out. Avoid indoor florescent light as it can cause yellow tones and unflattering contrast.

BEFORE

AFTER

ANGLES

Direct shots of bouquets work best for driving engagement on social, but close-ups work well too! Try posting a carousel of images with close-ups on Instagram to pull viewers in!

BEFORE

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2022 VALENTINE'S DAY SUCCESS GUIDE

AFTER

PHOTO ORIENTATION SQUARE photos work best across both Instagram and Facebook to drive engagement.

VERTICAL shots can help fill mobile screens better, depending on the image.

HORIZONTAL shots are optimal on Twitter based on the feed orientation.

INSTAGRAM FACEBOOK

MOBILE

TWITTER

STYLING

Enhance bouquets with styling in environments to make them feel more lifestyle and inspiring.

Consider setting up finished bouquets by a candle or tablescapes to accompany it for size comparison. Consumers also respond well to human elements. We recommend sharing photos of you or your team holding bouquets!

BEFORE

AFTER

SHORT AND CLEVER COPY!

Short and clever copy works best for Instagram while tips and flower facts are hits on Facebook.

Open-ended questions also work for both platforms to drive intrigue. Consider what your customers like to hear or how they write on social media!

INSTAGRAM EXAMPLE: “All you need is love and a little sunflower

🌻

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FACEBOOK EXAMPLE: “Did you know that the sunflower got its name not only because it looks like the sun, but because it follows the sun throughout the day?”

EXAMPLE THAT WORKS FOR BOTH: “Who in your life comes to mind when you see this gorgeous sunflower?”

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MAKE YOUR ONLINE REVIEWS ADVANTAGEOUS Over 90% of consumers used the internet to find a local business and nearly all of them read the online reviews.* These days your reputation is online and your reviews market your business for you, showcasing your customer service, product selection, and great value. Actively managing your reviews today can turn into increased customer interest (and purchases) in the future.

ENCOURAGE REVIEWS

Start by examining your Goole My Business and Yelp reviews; they are the most trusted local review sources. Aim for at least 10 reviews on each platform with an overall 4-star rating. If your ratings don’t measure up, start encouraging your customers to review your business online. The more reviews you have, the less likely it is that one bad review will deter potential customers.

REPLY TO REVIEWS

Try to respond to as many reviews as possible, whether they are positive or negative, as both types of review show how much you appreciate your customers’ feedback. In fact, 1 in 5 consumers expect a response to their review within one day. When responding to negative reviews, address the negative feedback quickly and professionally.

NEED HELP? CONSIDER REVIEW MANAGER

With Review Manager, you can monitor and reply to all customer reviews – from Google to Facebook – all in a one-stop review dashboard. The program also can respond to reviews for you, making it easy and efficient to engage with your customers and win them over with your attentiveness. Additionally, Review Manager allows you to generate authentic reviews directly on your website or incorporate into your eFlorist emails. This is a great way for creating credibility for new website visitors.

READY TO GET STARTED? Email eflorist@teleflora.com or call 800.493.1454 today! *https://www.brightlocal.com/learn/local-consumer-review-survey/ 12

2022 VALENTINE'S DAY SUCCESS GUIDE

DOVE POS 8.2 IS LIVE NEW! EFLORIST PRODUCTS AND PRICING ARE INTEGRATED

Dove POS 8.2 now allows you to cross-compare products between eFlorist and Dove POS. Synchronize product information like pricing or display discrepancies with ease to help streamline your operations.

APPLE PAY AND PAYPAL NOW AVAILABLE FOR EFLORIST ORDERS

We’ve integrated globally accepted payment methods, including Apple Pay and PayPal, between your eFlorist site and Dove POS to make that purchase just one step easier. We’ve also added custom payment types in Dove POS that can be used for other widely accepted payment types like Venmo, Cash App, and more!

ALL-NEW ALERTS AND ACTION ITEMS AVAILABLE

Receiving order notifications just got a whole lot easier! As part of the update, you can now be notified when your shop receives an order. Action items have also been streamlined so now you can group by type and send alert messages via email or text.

FOR MORE INFORMATION

For more information about Dove POS, call 800-720-9407.

IF YOU ARE A CURRENT DOVE POS CUSTOMER Call support at 866-444-3683.

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3 FLOWERBUYER SOLUTIONS TO AID SUPPLY AND LOGISTICAL CHALLENGES The supply and logistic channels in the floral industry have been unpredictable this year and that is expected to continue as we approach Valentine’s Day. However, there are steps you can take with Flowerbuyer to minimize the impact of network constraints and ultimately have a smooth holiday during our busiest time of year.

CHALLENGE: Due to unprecedented package demand in major logistic networks like FedEx, delivery times may be negatively impacted this holiday.

FLOWERBUYER SOLUTION: When purchasing flowers, arrange for deliveries two or three days ahead of schedule to lower your risk of late delivery. When ordering with us, you can choose from a variety of delivery methods to receive your product and the delivery dates that work best for your business.

CHALLENGE: Product availability may not be as strong as previous years as a result of continued high

flower demand.

FLOWERBUYER SOLUTION: Secure your flowers early with us and rest easy knowing that any box we sell to you is one that we have already contracted through our large network of reliable growers.

CHALLENGE: As a result of the above, coupled with higher fuel prices and freight rates across the industry, flower prices are expected to remain high throughout most of 2022.

FLOWERBUYER SOLUTION: Lower your costs this season by joining our special online holiday flower auctions to grab great deals on all your staple products. Our online auctions have the potential to grant you savings of up to 20% compared to many local wholesalers.

THE FLOWERBUYER TEAM IS READY TO ASSIST YOU The Flowerbuyer team is ready to assist you in navigating the most important time of year in the floral industry. Call 1-877-625-3243 and we’ll put you in touch with an expert team member to have another successful holiday!

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2022 VALENTINE'S DAY SUCCESS GUIDE

EVENT RECAP: HOME FOR THE HOLIDAYS WITH HITOMI GILLIAM AIFD Teleflora was honored to partner with Hitomi Gilliam AIFD for an exclusive, in-person design program in early November. Fans of Hitomi came from all over the country to learn from one of the industry’s most celebrated floral designers.

The event, hosted in Carpinteria, California, celebrated Thanksgiving, winter solstice, and the yuletide season using fresh botanicals. The audience was captivated by Hitomi’s latest techniques and mechanics that can help every florist and their holiday staff to create versatile designs while adapting to the ever-changing challenges of product availability.

In case you missed it, here are some of our favorite takeaways from the event.

DESIGN TIPS

Create space and dimension in your bouquets by leveraging sustainable armature such as chicken wire, wood, or curly willow. This will allow each stem to have breathing room, creating a harmonious bouquet.

FOCUSING ON COLOR

Color is the number one selling point of your designs! Good quality photos with colorful imagery will grab the attention of your customers on your websites and social media pages.

FINDING PRACTICAL SOLUTIONS

Leverage practical ideas and resources for easy design solutions. The bongo tie is a perfect example of this—a simple yet effective tool with a button-type closure to clasp stems and wires.

BUILDING CUSTOMER LOYALTY

Consider offering a discount for your customers for returning reusable containers and keepsakes. Not only is this an eco-conscious solution to product availability, but it creates loyalty with customers.

For more from Hitomi Gilliam, check out www.hitomigilliam.com to subscribe to her newsletter.

TO STAY UP TO DATE… Stay up to date with Teleflora events and class offerings by visiting

www.facebook.com/TelefloraIndustryRelations Imagery by Colin Gilliam

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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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2022 VALENTINE'S DAY SUCCESS GUIDE