Valentine's Day Success Guide 2023

FLORIST FEATURE

GLITZ AND GLAMOUR

MERCHANDISING TIP: Show off the sparkling shades of bold scarlet highlighted in this bouquet and beautiful mosaic glass cylinder by pairing it with a bottle of bubbly and chocolate-covered strawberries to make any occasion indulgent.

TIMELESS ELEGANCE

MERCHANDISING TIP: A bouquet this chic needs a beautiful setting to match. Pair with elegant glassware and loose rose petals for a sultry dinner date.

MAGICALLY MOSAIC

MERCHANDISING TIP: Perfect for sweethearts and Galentine’s Day alike, display this beautiful bouquet with mini cakes and candy hearts to match the reflective, and iridescent ombre of the mosaic tiles.

Showcase this feminine and fabulous bouquet with its ode to diamond cut crystals by displaying it with shades of pink in an elegant table setting. This pairing is bound to inspire gatherings of

Teleflora's Regal Pink Ruby Bouquet

Teleflora has noticed an increase in female consumers for Valentine's Day over the past few years; have you seen the same in your business? Who are they purchasing for and what are they purchasing?

Overall yes, we have definitely noticed women are purchasing more for men in recent years. We try to provide more selections of plants, chocolates, and gift items as additional gifting options beyond traditional flowers based on this shift. We have also seen an increase in mothers placing orders for their sons' girlfriends and even wives as well, further demonstrating the varied decision makers when it comes to florals.

Does the timing of the Super Bowl on February 12 (now being so close to Valentine’s Day) impact your business and if so, how do you adjust?

The timing of the Super Bowl being so close to Valentine's Day isn't something we're concerned about right now. Rather, it can be viewed as an opportunity for referencing in social posts or advertising rather than avoiding the conversation. Try and have fun with the copy to help increase relevancy around a time when purchasers might be focused on the game.

Janet

Woloszyk,

McCandless Floral, Pittsburgh, PA

Teleflora has noticed an increase in female consumers for Valentine's Day over the past few years; have you seen the same in your business? Who are they purchasing for and what are they purchasing?

We have seen a larger quantity of female customers over the years with many sending arrangements to children, parents, grandparents, and friends. While we offer plenty of fresh floral options, we also provide an assortment of plants and succulents when purchases are less romantically-focused.

Does the timing of the Super Bowl on February 12 (now being so close to Valentine’s Day) impact your business and if so, how do you adjust?

We don't see the Super Bowl having an effect on our Valentine's Day business. We try and play around with the messaging and copy on social media to grab consumers' attention while also making reference to the game e.g., "score points by sending flowers." We also use the Super Bowl to promote football-themed gifts like the Oasis foam football for Super Bowl parties.

Jules

Harris, Trojan Florist and Gifts, Troy, OH

FLORIST FEATURE

KONYA WILLIAMS, MILLER'S FLORIST, MADISON, TENNESSEE

Konya Williams always kept fresh flowers on her table at work as a registered nurse. She never thought about designing flower arrangements until the neighborhood florist that she and her husband purchased from decided to retire. "Most people get flowers for Valentine's Day, I got a flower shop," said Konya, the owner of Miller's Florist in Madison, Tennessee.

Just before Valentine's Day in 2019, Konya and her husband purchased the shop from long-time owner, Karen Ramsey, and Konya stepped up to the challenge. She asked Karen to stay on to help assist the shop for the hectic months that followed, kept the same staff, and hired an extra designer. Learning from Karen and infusing her own new ideas, Konya found that there was more room for improvement after her first major holiday.

To further their goals, the new owners became more involved in the local business community by becoming members of the TN State Floral Association, Madison Rotary Club, and the local Chamber of Commerce. Through the Central TN Floral Association, Konya received the Charles Owens Scholarship to attend floral school in Jacksonville, Florida.

Konya's belief in continuous education led her to getting involved with Teleflora through virtual learning classes. Although she prefers in-person learning, Konya has spent hours on Teleflora's YouTube channel to stay on top of her game with the newest information. Her favorite aspect of Teleflora is the topnotch customer service and support, which she also named as her number one priority when it comes to dealing with her store's clientele.

As Ms. Williams and her team have gained more experience, they have also gained more support and accolades from the community. Miller's Florist has won "Best Florist" in Madison, Tennessee, for the past three years due to the dedication that she and her team bring to the shop's services every day.

The word has spread through positive personal interactions, and Konya uses Google My Business to leave comments on customer reviews in a timely fashion. The positive reviews continue to compound, as even people from outside the state will call her because of the great reputation built around the shop. Konya also uses social media, posting videos on Facebook Live to gain more engagement and stay at the top of consumers' minds around the major holidays.

Most of all, Ms. Williams is proud of her fabulous team at Miller's that have succeeded through trying times. In addition to creating beautiful arrangements with the freshest flowers, Williams wanted to focus on the contributions of her staff and her husband who spurred her career change. "In order for customers to be the priority, I make my employees the priority, and the positive energy keeps rolling down."

"Since COVID hit, customers are planning better around holidays. Certain priorities and feelings came to the front of peoples' minds," said Williams. "Individuals are choosing simpler designs, and more are willing to express feelings through flowers for any reason, not just because of one big event. Quite a few people buy because they're thinking of a specific person, as opposed to a birthday or anniversary."

IMPORTANCE OF INSTAGRAM REELS THIS VALENTINE'S DAY AND BEYOND!

Instagram is prioritizing videos or "Reels" more than ever before. Reels are a great way to showcase the latest arrangements and have your content be seen by more viewers. We've included easy-to-follow tips and tricks to display your product in a fun and engaging way!

OVERALL BEST PRACTICES FOR REELS

QUALITY CONTENT

Users want to see content that is interesting and entertaining. Consider taking a look behind the scenes too!

VISUALLY APPEALING

High-resolution video with good lighting performs best. High-quality still photos can be added in Reels as well. HASHTAGS

Similar to regular posts, using relevant hashtags on Reels can be a great source of discovery.

USE TRENDING MUSIC

Music can be pulled directly from Instagram's music library.

LENGTH

The ideal length of Reels is about 15 to 30 seconds (shot continuously, or 5 to 6 pieces of content edited together).

HUMAN INTERACTION

Have your team showcased in the videos! DON'T OVERTHINK it and have fun!

STAND OUT IN ONLINE SEARCHES AND DRIVE ORDERS THE EFLORIST WAY

With our Online Search Marketing program, we optimize online search results and rankings for your shop, driving more traffic and orders to you at a lower cost.

WHAT IS IT?

Online Search Marketing is eFlorist's full-service management for your Google and Bing paid search campaigns. We help your shop to improve search rankings over time, and we customize your paid advertising to increase your business’s online presence and drive more orders.

WHY DO I NEED THIS PROGRAM? WHY IS IT GOOD FOR MY BUSINESS?

Did you know over 90% of consumers look up a business online before deciding to visit in person?* Ranking well in online searches correlates to more online revenue, and brings in more foot traffic to your physical store.

In addition, our Online Search Marketing program is locally focused. This is an excellent way for your shop to jump to the top of search results, especially when customers are searching with the intent to make a purchase in your area. This allows you to capture online traffic that leads to more orders and optimizes your advertising dollars efficiently.

IF YOU WOULD LIKE TO LEARN MORE

If you would like to learn more about how we can help to bring your business to another level via our Online Search Marketing program, the eFlorist Services Support team is more than happy to assist you! Please give our team a call at 866.983.3923 or send an email to eflorist@teleflora.com

* https://www.multiversemediagroup.com/local-marketing/positive-online-reviews-why-quality-and-quantity-matter/

7 TIPS TO CONTROL YOUR PRODUCT COSTS IN AN UNCERTAIN MARKET

Whether due to unexpected flower shortages, logistics disruptions, or adverse weather events, the past few years have shown that our industry needs to prepare for whatever life throws at us next.

As the new year begins, now is the perfect time to reflect and take steps to ensure that you're well equipped to manage your product costs for the upcoming holiday and beyond. At Flowerbuyer, we've developed the following tips to help you navigate through an uncertain market and maximize success:

PLAN AHEAD: Forecasting and budgeting are critical first steps to understanding your flower needs. Establish an early baseline on how many stems for each flower variety you'll need and determine how much you're willing to pay. Make sure you take any existing standing order volume into account.

WORK WITH YOUR VENDORS: Talk to your vendor or trusted Flowerbuyer representative to review pricing and delivery options that are unique to your situation. Our expert sales team will guide you through every step to ensure that you're set up for success!

LOCK IN EARLY: Take advantage of Flowerbuyer's unique online live auction and snag incredible deals you won't find elsewhere – our holiday auctions start as early as late December! Don't have time to watch the auction? Set your price targets with auto-bid and we'll do the bidding for you!

ALLOW EXTRA TIME: When purchasing, make sure you allow enough time to inspect and process your flowers to make sure they are in good condition. If you buy from Flowerbuyer, we have a 100% quality guarantee, so you know you're always in good hands.

BE FLEXIBLE: As you approach the big day, pivot your buying where necessary and pick up extra product based on demand trends. Low on time? Flowerbuyer can overnight your flowers in a pinch!

THINK LONG TERM: After the holiday dust settles, it's important to adjust and review any standing orders you have to ensure that you have everything you need at the right price for the remainder of the year. Flowerbuyer offers standing orders at great prices by truck, air, or warehouse pickup.

STAY CONNECTED: Follow us on Instagram @flowerbuyerdotcom to keep up to date and take advantage of our offers, coupons, and promotions!

Flowerbuyer works closely with hundreds of hand-picked, top-quality growers from across the globe to deliver high-quality, fresh-cut flowers at fantastic prices to our customers. To learn more, visit www.flowerbuyer.com or call us toll free at 1.877.625.3243 to speak to an agent today.

MEET THE DOVE POS EVENT

Dove POS includes an optional Event Manager module. This module allows you to schedule and manage all of the events hosted by your shop (weddings, parties, etc.). You can set up tasks, consultations, and proposals on the events calendar to assist you in planning events for your customers. This module also allows custom event locations, vendors, and products to be created in your Dove POS system to allow further assistance when you are creating your event.

EVENT CALENDAR

The Event Manager module comes with a built-in calendar that will help you organize, schedule, and create events that your shop will participate in. This calendar can be viewed in many ways. Each view will show different amounts of detail depending upon which you select.

CREATE TASKS

When you are hosting an event, lots of things need to be scheduled, items need to be gathered and arranged, and certain people may need to be contacted. The New Task feature was added to give you a hand by allowing you to create reminders for yourself or your employees that will be placed on the calendar.

EVENT MANAGER

CREATE PROPOSALS

The creation of a proposal will allow you to lay out an event and provide clear and concise direction that you can give to your customers. Ensuring that your proposal is easy to read and well organized will give your customers peace of mind knowing that the events they are hosting are in good hands. You can customize your proposal to suit your needs so that your customers know immediately who they have handling the event.

Dove POS users can learn more about Event Manager with the video tutorials and user guides on myTeleflora.com

If you are interested in Dove POS or would like a demo, please call 1.800.720.9407.

2022 EVENT RECAP: YEAR IN REVIEW

With 2022 behind us, let’s review some of the fabulous handson events that Teleflora was a part of during the past year.

We were thrilled to welcome back in-person design classes with Holly Chapple at Hope Flower Farm. Students learned design techniques and picked up business tips from Chapple. As part of the program’s activities, the attendees set up Hope Flower Farm’s main barn for a curated photo shoot, contributing centerpieces and bouquets as part of the featured tablescape.

In August, we took a trip to Longwood Gardens in Philadelphia. Students began Monday morning with a review of Elements and Principles of Design. Each student completed two hands-on projects, with guidance and coaching from Tim Farrell AIFD, AAF, PFCI; Renee Tucci AIFD, PFCI; and Tom Bowling AIFD, PFCI. During the second day, students focused on creating a standing spray arrangement, with time set aside to help them through the national accreditation process. In the end, three students from this class were recommended to AIFD for Certified Florist Credentials. Way to go!

We finished the year with a design event focused on the sympathy market, instructed by Joyce MasonMonheim AIFD, CFD, AAF, PFCI, AzMF; and Vonda LaFever CFD, PFCI. The class was held at SmithersOasis US Headquarters, and students were given tips on incorporating keepsakes into their work, selling techniques, and pricing and alternative mechanics. Students were also treated to a private tour of the Smithers-Oasis facilities, with an in-depth look into how floral foam is manufactured and distributed, and the research and development process. The students also had an opportunity to share some Q & A time with company executives.

THE IMPORTANCE OF CONTINUING

Looking forward to 2023, we will continue to focus on the needs of today’s florists by providing a forum for design and business education that will help drive impact to the bottom line and give opportunities to Teleflora’s partners in order to be more successful.

Our hands-on design classes provide an important way for florists to hone their skills, learn tips and techniques, and stay up to date with trends. Our industry-leading educators are the best in the business, and during in-person classes, they give individual attention and feedback to each of the attendees.

EDUCATION

Teleflora will continue to support state and national floral associations as an important part of our education programs. In the coming months, we will be rolling out a robust schedule of programs for 2023. In the next year, we hope you’ll join us in at least one of our in-person programs or virtual classes. Our goal, as always, is to provide opportunities for florists to learn, be inspired, and see the Teleflora difference.

We’re looking forward to a full year of event opportunities in 2023, and we look forward to seeing you there!