SUMMER 2022
SUCCESS GUIDE
TREND REPORTS
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ASK A FLORIST
TELEFLORA'S MOD ROSE BOUQUET TEV64-4
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TOP 10 BEST SELLERS
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SOCIAL MEDIA
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CALENDAR JULY: 01 CANADA DAY 04 U.S. INDEPENDENCE DAY 08 FLOWERBUYER AUCTIONS 16 BUY THE BUNCH
Run every Monday, Wednesday, and Friday. Save on flowers this summer.
Create small, customized orders through Flowerbuyer. Perfect for summer events!
17–23 MAKE SOMEONE SMILE® WEEK 20 CODIFICATION DEADLINE
To order, call 800.333.0205
31–8/2 MASTERING THE PROCESS DESIGN PROGRAM
AUGUST: 05 GET FLOWERS FAST
Order Flowerbuyer Priority Overnight for next-day delivery Monday-Thursday.
20 FLOWERBUYER TUTORIAL
Schedule a Flowerbuyer Auctions tutorial by calling 877.625.3243.
SEPTEMBER: 11 GRANDPARENTS’ DAY 19 FSG KITS ARRIVING!
Open your FSG Kit for fall and Christmas.
CONTENTS 04
TREND REPORTS See what’s trending this summer with merchandising tips for customer-favorite bouquets
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ASK A FLORIST Hear from partner florists on how they manage summer months
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BEST SELLERS Teleflora’s projected best sellers for summer 2022
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NEW PARTNERSHIPS Discover our new partnership with LA Pride featuring two new Pride-inspired bouquets!
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EFLORIST POS Meet our new point-of-sale, designed to enhance your eFlorist experience
SUMMER TREND REPORTS SUMMER PICNIC
MERCHANDISING TIP:
Teleflora's Storybook Garden Bouquet TEV64-5
Transport your outdoor summer picnic inside your shop by displaying this vibrant bouquet on top of a light blanket with a picnic basket and fresh pastries for your customers to enjoy.
SUCCULENT OASIS
MERCHANDISING TIP: Teleflora's Desert Sunrise Bouquet TEV55-6
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2022 SUMMER SUCCESS GUIDE
A customer favorite, this bouquet features desert chic neutrals with a gorgeous succulent. Offer instructions on how to replant the succulent so it can grow at the customer's home.
OCEAN BLUES
MERCHANDISING TIP:
Teleflora's Enchanting Blue Bouquet TEV65-5
Dive into summer by embracing this enchanting blue with oceanic styles. Display next to an assortment of seashells that complements its sandy-colored roses.
PEACHY PASTELS
MERCHANDISING TIP: Teleflora's Mod Rose Bouquet TEV64-4
Infuse a pitcher of water with peaches for customers to enjoy as they shop and cool off. Celebrate the peachcolored roses that are just as sweet.
ASK A FLORIST How do you stay connected to customers and promote your shop during a time that doesn’t have a major floral holiday (e.g., summer)? How do you prepare for wedding season and summer knowing it’s one of the most popular times of the year for these events?
We stay connected to customers through social content on Facebook and Instagram. We also send occasion reminders for birthdays and anniversaries via email marketing and remain engaged in community involvement through Make Someone Smile Week and local charity events. Robin Martinez, AAF, CFD, TMFA. Flowers of Kingwood, Inc., Kingwood, TX
When new product comes in, we launch email blasts to get customers excited and inspired. In store, we create that connection by providing new customers with a free rose beautifully wrapped with a decorative bow. This simple gesture has gone a very long way in spreading word of mouth and setting the tone for experiences with our shop. For our existing clientele, we help stay top of mind through occasion-based email reminders (e.g., birthdays, anniversaries).
We accommodate couples and make the process easier by providing both virtual and in-person appointments. In addition, we’ve created a presence on both The Knot and Wedding Wire (two of the most popular wedding planning websites online), making it easy for engaged couples to connect with partners as they plan their big day. We also like to order flowers 2–3 weeks ahead of time as a golden rule to ensure there are no surprises leading up to the main event! John Hosek AIFD, CFD, PFCI, CAFA, CF, Teleflora Educational Specialist. Surroundings, Verona, WI
Wedding planning is all about organization. Make a list to keep yourself on track: know the number of events slated for the week, check inventory and order product early, review location logistics, and plan a visit to the venue if possible. It’s also helpful to give yourself a bit of cushion to work out any questions ahead of time. In addition, make sure your are fees are taking your time into consideration! Include set-up and take-down hours, let clients know what your fees entail!
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2022 SUMMER SUCCESS GUIDE
Julie Poeltler, Teleflora Education Specialist. Julie’s Fountain of Flowers, Lone Tree, Iowa
SUMMER 2022 PROJECTED BEST SELLERS
Teleflora's Rainbow Love Bouquet TEV65-3
Busy Bee Pitcher Bouquet T20E200
Dreaming of Rainbows Bouquet TEV64-9
Style Statement Bouquet TEV58-6
Citrus Dream Bouquet TEV66-1
Silver Splendor Bouquet TEV65-7
Enchanting Blue Bouquet TEV65-5
Storybook Garden Bouquet TEV64-5
Glorious Morning Bouquet TEV61-7
Mid Century Garden T22F100
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LOVE OUT LOUD: YEAR IN REVIEW
Over the last year, Teleflora’s Love Out Loud campaign continued to celebrate how flowers connect and celebrate people as public events and guidelines eased from the pandemic. Our national advertising demonstrated beautiful and emotional ways to Love Out Loud throughout every holiday season.
MOTHER’S DAY 2022: ROLE OF A LIFETIME We all know that being a mother isn’t easy and working moms are essentially superheroes as they juggle both career and supporting their families. As part of our Mother’s Day campaign, we partnered with Academy Award-winning director, Barbara Kopple, to surprise and celebrate mothers with an audition for the role of a lifetime. Little did they know, there was no need to audition as they came to a stunning realization—motherhood is the role of a lifetime and they’ve been starring in it for years.
VALENTINE’S DAY 2022: TELFLORA LOVE OUT LOUD TRUCK As celebrations of love on Valentine’s Day evolve beyond traditional romantic themes, we’ve continued to see women taking the lead in celebrating all types of relationships in their lives. This year, Teleflora partnered with Emmy Award-winning host and author, Loni Love, while she drove our custom #LoveOutLoud truck and publicly celebrated and shared empowering messages with women on the street to remind them how phenomenal they are while giving away floral bouquets.
CHRISTMAS 2021: NANA
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2022 SUMMER SUCCESS GUIDE
In 2021, we were continuously reminded of the special moments that really matter. This holiday season was a time for us to pause and celebrate loved ones more than ever before. Our Christmas campaign showcased the magic of bringing family together through the imaginative spirit of one little girl and her Nana through a Christmas miracle. The campaign was supported by a heartwarming custom segment on the Rachael Ray Show, surprising a grandmother with an emotional reunion from her granddaughter to help share her selfless and nurturing story.
FLORAL EDUCATION USING INSTAGRAM CAROUSELS Instagram Carousels are an excellent way to keep your followers and customers engaged with your business as they allow you to create a post with multiple photos or videos that can be viewed by swiping left. This feature is a great tool for educating customers on how to build a bouquet, showcasing floral designs, and sharing helpful tips on how to take care of their newly purchased arrangements. Take a look at how Teleflora partner florist In Bloom Florist, based in Orlando, Florida, heightens customer engagement by providing fun and informative Instagram Carousels.
FROM START TO FINISH Showcase your fresh florals stem by stem and educate your followers on the bouquet recipe.
POST-PURCHASE FLORAL CARE Speak to the customer’s needs even after they purchase an arrangement from your shop! Provide important floral care tips per carousel image.
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FLORIST FEATURE:
JIM COOMBS OF COOMBS FLOWERS, MORGANTOWN, WEST VIRGINIA Many family-owned businesses will likely agree that it takes a village to run a shop, and oftentimes the people behind the scenes largely contribute to the success of a small business. For floral shop owner Jim Coombs, his husband JB has been his greatest supporter for the past 33 years in running Coombs Flowers. Coombs Flowers, a family-owned business, has been proudly serving the greater Morgantown area in West Virginia since 1952. A community-respected shop with countless five-star online reviews, Coombs is credited for its continued success ever since he took over the business from his parents. Growing up in his family’s shop, Coombs was trained to become a floral expert and an extraordinary designer. As a creative and artistic floral designer, Coombs naturally leaned into JB’s business acumen and trusted him with much of the shop’s financial management. Together, they leveraged their individual backgrounds and professional expertise to continue the Coomb’s family legacy of bringing beautifully crafted floral arrangements to their customers as a top local florist.
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I love seeing how much joy and comfort flowers bring to people.
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Coombs Flowers is celebrating its 70th anniversary this year. Jim Coombs has served as a Teleflora Unit President for West Virginia. JB works as an account executive at a multinational automotive manufacturing corporation. Coombs and JB have hosted 26 international high school exchange students together while simultaneously operating Coombs Flowers.
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2022 SUMMER SUCCESS GUIDE
SUPPORTING THE LGBTQ+ COMMUNITY!
TELEFLORA + LA PRIDE PARTNERSHIP Teleflora is proud to announce an all-new partnership with LA Pride, a globally renowned Pride tentpole that has supported the LGBTQ+ community for more than 50 years! Their commitment includes leading the LA Pride Parade, one of the largest Pride parades and festival weekends in the country, in addition to support through philanthropic, community-driven events to further diversity, equity, and inclusion.
PRIDE-INSPIRED BOUQUETS Officially launched in May, Teleflora released two new Pride-inspired bouquets paying homage to the rainbow Pride flag. The vibrant florals are paired with some of our best-selling containers and a portion of sales will go towards LA Pride through the end of July to continue their important work within the community. For more information on the work they’re doing, visit https://lapride.org/.
R A I N B O W L OV E TEV65-3
D R E A M I N G O F R A I N B O W S TEV64-9
Starting in August, these beautiful arrangements will be available year-round on Teleflora.com.
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EFLORIST POS
MEET TELEFLORA’S NEW POS, BUILT TO ENHANCE YOUR EFLORIST EXPERIENCE Introducing Teleflora’s eFlorist POS, the new shop management system that integrates with your eFlorist website. Easy to use and scalable to your shop, eFlorist POS is built on top of your website so you can operate more efficiently.
EFLORIST POS INTEGRATES WITH YOUR EFLORIST WEBSITE.
Save time through eliminating redundancy and the need for rekeying orders; your POS and website are fully interlaced.
COMPLETE MOBILITY.
Place and track orders from anywhere and on any device, including your tablet or smartphone.
SIMPLE, EASY MARKETING.
eFlorist POS generates emails automatically with pre-defined campaigns or you can create your own custom campaigns.
ORDER ENTRY MADE EASY.
Enter order information seamlessly through one screen and get visibility into customer’s purchase history. All information for both customers and recipients are saved automatically.
PERSONALIZED TRAINING AND TECH SUPPORT.
Receive one-on-one training to understand everything your system has to offer. Whenever you need help, our highly trained tech support team is available to assist.
FOR MORE INFORMATION... Please call our technical support team at 800.354.8415.
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2022 SUMMER SUCCESS GUIDE
GET NOTICED ON GOOGLE THIS SUMMER Whether your customers plan to purchase in-person or online, they use computers, mobile phones, digital assistants, and smart speakers to search for the perfect bouquet. In fact, it is estimated that over two-thirds of Americans shop online. Here are some ideas to ensure your shop makes the top of their list this season and beyond:
1. SEARCH ENGINE OPTIMIZATION Make sure your website is designed for search engines and mobile shoppers alike, providing a good browsing and shopping experience, no matter what device a customer uses. At Valentine’s Day, over 50% of eFlorist orders were placed on a phone or tablet.
2. CONTENT Add content. You can create relevant and valuable content by simply adding a few sentences to describe your website’s key categories or by maintaining a blog. If you have an eFlorist website, leverage our built-in blog feature to easily publish fresh content to your website, all from the eFlorist Self Administrative Tool (eSAT).
3. PAID SEARCH ADVERTISING Invest in paid search, like our eFlorist Online Search Marketing Program. Paid search 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, in addition to where your website organically ranks in the search results.
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! Plus, discover our new website, www.eflorist.com.
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FLOWERBUYER BUY THE BUNCH Summer weddings and events are back in full swing and finding reliable, cost-effective sourcing solutions can make all the difference in having a successful summer season. Flowerbuyer’s Buy the Bunch is an innovative flower sourcing option where you can order the exact varieties and quantities you need and arrange quick and convenient delivery right to your door. Fill a custom box online in just a few clicks and rest assured you will receive high quality flowers your clients will love, without worrying about overbuying. Short on staff and want to save precious time? Consider ordering pre-made bouquets from Flowerbuyer’s Farmer’s Market program. Sourced and shipped directly from high-end flower farms, these bouquets are a quick and convenient way to get high quality product to WOW those brides!
TESTIMONIAL
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Buy the Bunch works best for my small business, I use it so that I don’t have excess flowers! — BLOOMS ON 800
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2022 SUMMER SUCCESS GUIDE
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NAPPANEE, INDIANA
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EVENT RECAP:
HANDS-ON WITH HOLLY CHAPPLE Teleflora was thrilled to welcome back in-person design classes through a hands-on event with Holly Chapple at Hope Flower Farm in Waterford, Virginia. Over the two-day program, students created centerpieces and bridal bouquets with flowers grown at the farm, while absorbing business tips and design techniques from Chapple’s unique perspective on the industry. The program’s final activity consisted of students setting up the main barn for a curated photoshoot. In this session, Chapple debuted a new white rose variety, Bessie, David Austin by Alexandra Farms, which was being tested at the event. During the photoshoot, students’ work was featured in a tablescape and with a bride dressed in a Lara by Maison gown, flown in specially by Kleinfeld Bridal.
SPECIAL TAKEAWAYS INCLUDED: HOW TO CREATE ONE-OF-A-KIND EVENTS AND EXPERIENCES FOR CLIENTS UNIQUE PROCESSES TO ASSEMBLING CHAPPLE’S RECIPE ESTABLISHING COMPREHENSIVE CONTRACTS WITH CLIENTS TO MITIGATE CHALLENGES PRICING TIPS AND SUSTAINABLE HARD GOODS OPTIONS In case you missed it, we hope you can make the next one! For more from Holly Chapple, check out hopeflowerfarm.com to subscribe to her newsletter.
TO STAY UP TO DATE... Stay up to date with Teleflora events and class offerings by visiting https://www.facebook.com/TelefloraIndustryRelations
Photography by: Theo Milo
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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