Teleflora Mother's Day Success Guide 2023

ANYTIME BOUQUETS

Replace Mother‘s Day merchandising with Anytime bouquets

UPLOAD SKUS

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

AUTOBIDS Set

MERCHANDISING

SOCIAL POSTS

FINALIZE LINEUP

Finalize your lineup—see Teleflora‘s projected Best Sellers on p. 6

FLOWERBUYER

Order with Flowerbuyer.com for last-minute orders

PRIORITY OVERNIGHT

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

COUPONS

MOTHER'S DAY TREND REPORTS

SIMPLE GEOMETRY

T23M200

MERCHANDISING TIP: Pair this beautifully modern container accented with sleek, dramatic angles against an elegant tablescape in shades of purple. Add touches of brushed gold to make this piece really

ARTISANAL BUZZ

MERCHANDISING TIP: This artisanal stoneware pitcher with its charming bee accent is a great addition to enhance that must-have neutral, earthy vibe. Create warmth with buttery-toned wood pieces and cream-colored accessories.

PERFECTLY POSH

MERCHANDISING TIP: Create a perfectly posh setting by adding this opalescent pink container with its elegant sleek lines as an accent piece on your tablescape. Shades of pink and soft gold tones set the stage for any event.

SWIRLING SENSATION

MERCHANDISING TIP: This swirling sensation in shades of purple and lavender is the perfect monochromatic story. Create a memorable mood with pops of purple décor and elevated greenery to complement the look.

IRRESISTIBLY IRIDESCENT

MERCHANDISING TIP: Inspired by the shimmering, shining shades of pink, this iridescent container pairs wonderfully with a soft pink tablescape, gold stemware, and touches of cream to soften this sophisticated look.

Teleflora's Iridescent Delight Bouquet T23M500

MOTHER'S DAY PROJECTED BEST SELLERS

Teleflora's Lovely Shine Bouquet T22M310

Teleflora's Serene Swirl Bouquet T23M400

Teleflora's Wonderful Whimsy Bouquet

Teleflora's Iridescent Delight Bouquet T23M500

Who are your customers shopping for in addition to mom (e.g., teachers, gal pals, grandparents, etc.)?

Have you seen an increase in online orders for bouquets/florals in recent years with your customers? If so, how has that changed your marketing or advertising approach to reach customers?

What are your strategies for bringing customers into your shop to create a sense of loyalty and community (for example, design workshops/classes, events, etc.)?

We’ve definitely seen an increase in online orders over the years. As a result, we’ve really honed in on social media to showcase our work and grow our fanbase. Our focus has been on consistent content and regular posts (about 3x a week) across Instagram, Facebook, and TikTok primarily as we try and adapt to the changing trends. We also update our website to highlight seasonal flowers in order to inspire customers with ideas on what to order.

In terms of building loyalty and a sense of community, we look at this as a three-pronged approach. We present to various organizations in the community as a proactive way to stay engaged and have also been a member of the Edmond Business Association. In addition, hosting in-person events has been really successful at keeping us in front of the public. Finally, charitable support within the community has also gone a long way in establishing us as trusted partners locally.

Barbara Bilke, Madeline’s Flower Shop, Edmond, OK

Our customers are actually shopping for all maternal figures, expanding beyond the direct mom to child relationship. We see orders come through for moms of course, but we’ve also seen gifting for grandmothers, stepmoms, and women that have played a part in helping to raise or take care of the senders.

Online orders have absolutely increased for us and this has helped tremendously in managing lower call volumes during a holiday, which has freed up some time for our staff. We utilize our reminder service that Dove provides and that is really helpful, especially with the holidays. Everyone in our system that has an email address is sent a holiday marketing message to help keep our shop and flowers top of mind. It works, too! I always notice a surge in orders within a few hours of sending out an email!

Rachelle Neal, AIFD, Flowers by Rachelle, Chico, CA

We do see traditional purchases for moms and grandmothers. When looking at additional opportunities, we’ve fulfilled gifting from friends to girlfriends who are in stepmother roles but sometimes are overlooked during Mother’s Day.

Social media is really the primary focus for us in marketing to our customers. We post giftware to inspire them to see what additional product we have to offer. In watching my younger staff members, I’ve noticed frequency is key and if you post enough frequently to engage them, they will. They also love utilizing Instagram to find inspiration for additional gift ideas or ways to create and shoot photography that highlights our product best. Our post content also includes personal touches like our pet Chloe, who lives at the shop, as a way to create a sense of community and personality.

We engage followers with social giveaways as well. Every Friday, we post two random winners’ names online that can come into the shop to receive free flowers. This has been huge for us because people are reposting our posts and tagging friends. This also encourages people to come in (some for the first time), while seeing and experiencing our shop in person!

Additionally, closer to Mother’s Day, we offer Mothers – Daughters Class as a great activity and experience gift to share with mom, sisters, daughters, and grandmothers!

Melissa

Maas,

AIFD, CFD, Bank of Flowers, Menomonee Falls and Pewaukee, WI

MEET THE MOTHER-DAUGHTER DUO IN MONMOUTH, OREGON PETALS AND VINES

When Martha Zuck was going into 6th grade, her mother, Maggie, decided she wanted to pursue a career. Raised by a mother with an extensive garden, Maggie knew she wanted to work in the floral industry, which led to her joining Kimberly’s Flowers in Glen Ellyn, Illinois, owned by Kimberly Oldis, AIFD, CFD.

By the time Martha was in high school, she had also joined the Kimberly’s Flowers team doing prep work in the shop. Once Martha graduated from high school, she pursued a two-year design program. In 1997, Petals and Vines was born as a motherdaughter wedding floral duo in Colorado. Martha and Maggie had been working together for over a decade when Maggie’s husband, Dwight, decided to retire and move to Oregon.

It was at this time that Maggie suggested moving their namesake brand and setting up a flower shop. Martha loaded up her two young daughters at the time and made the move to Monmouth, where they have been happily working together as a family since 2007.

The road for Petals and Vines hasn’t been easy; recessions, fires, and relocations are just a few of the challenges that Martha and Maggie have faced. Luckily, they have a tight-knit community to rally around them, so much so that when Dwight had to step away from deliveries due to his battle with cancer, folks would drop by unannounced to help. Martha has cultivated this relationship through years of community involvement like wreath tutorials with the local library during Christmas, centerpiece and plant classes, as well as participating in events like the annual 4th of July parade and donating flowers to Western Oregon University.

Throughout Martha’s career, her father has consistently said, “It’s not what’s expected of you, it’s the expectation you set for yourself.” This mantra has been a guiding pillar for Martha and can be seen from her constant pursuit of education to teaching her team members the importance of care and handling that goes into creating joy through floral designs.

Martha has found her passion in teaching and loves seeing each individual’s unique vision and is inspired knowing that each person has something different to offer. She has found that coming together with other designers and taking classes has elevated her own design work and kept her moving forward.

As if participating in and teaching design classes weren’t enough, Martha is also finishing her management degree from the Portland Design Institute while raising three daughters of her own. Martha’s oldest daughter, Kaitlyn, is already contributing to the family business in her own way by creating and supplying all of the sweets sold in the shop.

Home to three generations, Petals and Vines is a “mother daughter relationship, it is us,” Martha states. As the years have gone by Martha and Maggie’s relationship has gone through different stages and it has taken time to find balance in their personal and business relationships. Martha wouldn’t change it for the world. As Maggie has started taking a step back from the business, Martha emphasized that she wouldn’t know what she would have done without her. Like the roots in a flower, her mother’s roots are in her.

“Creativity is constantly blooming and the more we ask questions and give ideas, the more the thinktank grows and the better the industry becomes.”

– Martha

MAKE YOUR POSTS SHOPPABLE

For companies trying to gain exposure, Instagram has been a great way to drive awareness to their brands and products. Recently, Instagram has shifted towards helping companies drive revenue through “shoppable” posts, which lead users to the company’s website where tagged products can be bought.

HOW TO IDENTIFY A “SHOPPABLE” POST:

Shoppable posts are marked with a shopping bag icon in the lower-left corner.

When users see the post, the image shows the product’s information.

At the bottom of the post, there is a link to “View Shop” on the brand’s page.

Check out the example on the right

TO CREATE SHOPPABLE POSTS ON INSTAGRAM, FOLLOW THIS EASY 4-STEP PROCESS:

MEET THE ELIGIBILITY CRITERIA

Create or confirm that your Instagram account is a “business” account: at the top right of your mobile app, , and “Switch to professional account.”

SHOPPABLE ON INSTAGRAM

UPLOAD YOUR PRODUCT CATALOG

The product catalog is a file that contains the products that you want to sell, product information, description, and cost.

Add catalog items manually through Commerce Manager; upload items from a spreadsheet, like Microsoft Excel; or connect to an ecommerce platform partner, like Shopify.

As a reminder, make sure to update your prices if you’re running a sale or promotion!

SUBMIT YOUR ACCOUNT FOR REVIEW

Go to your Instagram profile settings. Click on Sign up

for Instagram Shopping

CREATE YOUR SHOPPABLE INSTAGRAM POSTS!

Follow the steps to submit your account for review. This can take a couple of days. Upload your new post, click “Next”, and hit the “Tag Products” button.

Tap the item in your image that you would like to tag.

Search for the product (from your catalog) and select it.

Click “Done” and share the image.

You can tag products in existing posts from your Instagram Business Profile (up to five products per image and 20 products per multi-photo post.)

HOW DOES THIS HELP TELEFLORA’S MEMBER FLORISTS?

When customers visit your Instagram account, the goal is to reduce the steps needed to convert their interest to a sale.

These posts also allow you to naturally advertise your products without spending on ads or seeming overly promotional.

By showing your products on Instagram through shoppable posts, you will approach more prospective customers, provide a seamless experience, and drive revenue with an easy click.

QUICK WEBSITE UPDATES FOR THE HOLIDAY

Looking to grow your web business? Follow this chart for easy ways to increase site traffic, grow orders, and drive higher revenues per order:

Simply customize fees and tips to maximize your order value.

We know you’re busy, which is why eFlorist gives you the tools to tackle each of these tasks in under 30 minutes!

BE

TO

MOTHER‘S DAY FLOWER-PURCHASING PLANNER

Get organized before Mother’s Day with this flower-purchasing planner. Use the planner to estimate the quantity and prices of popular seasonal flowers for Mother’s Day. We’ve included stems featured in Teleflora’s best-selling bouquets and their average Flowerbuyer Auction prices for reference.

Alstroemeria Assorted 60cm 3BL

Aster Assorted 80cm 300gr/bu 10st/bu

Birds of Paradise 70-80cm

Carnation Novelty Mix Select 65cm 25st/bu

Chrysanthemum Spray C.D.N. Assorted 70cm 300gr/bu 7-10st/bu

Curly Willow 90-120cm

Gypsophila Xlence 80cm 250gr/bu 6st/bu

Hydrangea Medium White 15-20cm 60cm

Hydrangea Mini Green 8-12cm 60cm

Hypericum Assorted 60cm 10st/bu

Leatherleaf Costa Rica Medium 46-55cm 20st/bu Sleeved

Leucospermum Assorted 30-35cm

Lily L.A. Assorted 3-5BL 70cm

Pittosporum Green 40-55cm 450gr/bu 7-8st/bu

Rose Freedom 60cm 25st/bu

Rose Vendela 50cm 25st/bu

Ruscus Israel 50cm 10st/bu

Salal Tips 50cm 300gr/bu 25st/bu

Solidago Yellow 70cm 10st/bu

Stocks Double Assorted 70cm 10st/bu

INTRODUCING EFLORIST POS

Easily manage your customer billing and invoice creation with eFlorist POS Accounts Receivable (A/R). With a convenient A/R Dashboard, account detail screen, printed receipts, manual and automatic billing options, reports and more, eFlorist POS A/R can help you maintain all your customer accounts.

A/R DASHBOARD

The A/R Dashboard allows at-a-glance viewing of money owed by customers. Create bills, enter payments and adjustments, and create reports in just a few clicks.

ACCOUNT DETAILS

Keep up to date and find information fast using the Account Details screen. There you’ll find the house account orders, payments, and adjustments that were immediately posted to your customer’s account; and a summary of the account’s balance within the Account History section.

RECEIVABLE

BILLING STATEMENTS

Choose manual or automatic billing with the options you need, such as unapplied credits, write-offs, and fees to create statements and invoices that can be emailed or printed.

IF YOU ARE INTERESTED IN LEARNING MORE ABOUT EFLORIST POS OR WOULD LIKE A DEMO, PLEASE CALL 1.800.720.9407.

OPEN ON MOTHER’S DAY, SUNDAY, MAY 14TH?

This Mother’s Day, Teleflora will opt in florists for deliveries on Sunday, May 14th, by routing orders from headquarters to your shop. If you do not plan to be open for deliveries, please keep an eye out for the Dove message detailing opt-out instructions.

IMPORTANT INFORMATION FOR EFLORIST SHOPS

If you designated that your eFlorist website was open for deliveries on Mother’s Day Sunday last year, we will automatically update your eFlorist site to allow Sunday orders this Mother’s Day, May 14th. If that is not the case for your shop, we ask that you adjust your site settings to allow orders for delivery on May 14th. You can visit eSAT to enter an Exception Date, visit MyTeleflora.com, or as always you can contact your eFlorist support group for assistance at 866.983.3932.

TO EDUCATION AND OUR FLORISTS

Teleflora is fully committed to education for florists. Our Education Program’s mission is to build and strengthen Teleflora’s relationships with florists.

By providing a forum for design and business education, we’re confident that this will help drive bottom line impact and allow our partner florists to be more successful. We will continue to focus on the challenges directly affecting today’s florists to encourage, empower, and inspire.

“2023 is going to be an awesome year! We’ve got a robust schedule of in-person programs and hands-on classes planned, which along with our virtual programming will bring education to florists across North America and beyond. We strongly believe that education is the key to moving the industry forward”

In addition, we also offer the Teleflora Design Academy, which offers immersive hands-on classes with our industry leading instructors. These classes provide an opportunity for floral designers to learn, create, and work with techniques, practical design, and business tips that they can take back to their shops and apply right away.

DISCOVER MORE THROUGH OUR CHANNELS!

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

DovePlus: 800.720.9410

Products: 800.333.0205 Flowerbuyer.com: 877.625.3243