ASK A FLORIST
What are some additional items, accessories, or tips you can share to help increase profits during a non-holiday period?
How do you and your staff keep up to date on the latest design trends and techniques?
How do you connect to potential customers who are planning their wedding or big events?
When thinking about how to increase profits during a non-holiday period, I’ve incorporated a number of different strategies. To further connect with customers, I’ve created a monthly floral class program at our flower shop that really gets people excited about the hands-on process. During the holiday months, we host a minimum of 100 people (8 classes) and during the non-holiday months, we host about 48 people either in-person or virtually via at home video instructions. This approach has really helped during the slow months as we’ve seen class participants place more floral orders for anything from proms and weddings to local deliveries and funerals. These are all new customers that did not previously order before signing up for class as well!
To ensure my staff continues to stay informed on the latest design trends and techniques, I have many of my designers and support staff attend classes at our local community college. They’re able to sharpen their skills or introduce new ones to an AIFD education partner. We also attend local in-person events when offered. In addition, I make a commitment to the AIFD Symposium and the SAF Convention for floral design inspirations and business refreshers and then utilize that information to share with my team on how this can help them grow their careers and support a shop.
While design is a major component of floral education, I like to emphasize and encourage online classes for plant care, business forecasting, and sales training to ensure a well-rounded team that understands different facets of the industry.
In order to attract potential customers planning weddings or big events, we look at engaging the community by attending local wedding expos on a small scale in order to connect with local vendors and potential clients. This past spring, we ended up securing a Mother’s Day brunch centerpiece order with the host venue of the last expo we attended. We also lean heavily on social media via our Facebook and Instagram accounts by showcasing photos of previous wedding and local event work that we are involved with. This really helps highlight our work beautifully to potential customers!
Heather
Towne, AAF, AIFD, CFD.
Flowers By Jennie-Lynne, Fairless Hills, PA
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I watch FlowerBuyer to purchase products at low prices, then I center my in-store specials around those products. Another easy way to increase profits is to always ask clients if they’d like to add on an item (chocolate, balloons, plush animals, etc.) to an order. It’s amazing how easy it is to upsell!
We host events, like a girls’ night out or a child’s birthday, to bring in additional revenue. We also partner with local businesses by offering a “design bar” during their open houses, grand openings, or anniversary parties.
We keep up with the latest techniques through design workshops, like the ones sponsored by Teleflora. We collaborate with fellow flower friends on larger projects that allow us to brainstorm, test, and learn different techniques.
In order to keep up with the latest trends, we follow industry professionals that are “in the know,” such as our Teleflora education specialists and other popular designers on social media. We pay attention to fashion and home décor trends, especially with colors and textures, and some of these trends are cyclical so we can draw inspiration from previous decades.
We work closely and collaborate with local venues to connect with potential customers planning big events, and we gain clients through their referrals.
We also have a pre-consultation form on our website to help us understand our clients’ needs and make it easier for our clients to start the conversation with us about their upcoming events.
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Elva Graham. Green Thumb Florist, Goldsboro, NC
LOVE OUT LOUD: YEAR IN REVIEW
Over the course of the year, Teleflora’s Love Out Loud Campaign highlighted the role that flowers play in connecting and celebrating people through very uniquely special love stories that challenge what a love story traditionally means. Our national advertising not only showcased unforgettable and beautiful ways to Love Out Loud every holiday season, but also embraced love on so many different levels.
MOTHER’S DAY 2023 –THE HARDEST PART: A TELEFLORA LOVE STORY
We all understand that one of the most rewarding, yet challenging roles in life is being a mom. This Mother’s Day, Teleflora went in search of authentic, emotional moments that demonstrate the honest truths about motherhood. What we found was powerful. Contrary to popular belief, the hardest part of motherhood isn’t the stress, mess, and exhaustion of raising children.
The hardest part of motherhood is the emotional experience of letting your children go so they can learn to grow on their own.
The Hardest Part: A Teleflora Love Story captured the touching and poignant reality of motherhood by demonstrating the deep sense of love and pride moms feel while they support their children, while also facing the inevitable moments of letting go. We brought these incredible, emotional, and personal moments to life by showcasing stories about real moms and children as they experience these milestones together.
VALENTINE’S DAY 2023 –A TELEFLORA LOVE STORY: MRS. MILLER
When we set out to find real, genuine love stories this past Valentine’s Day, we found so much more than romance. Our Valentine’s Day ad, A Teleflora Love Story: Mrs. Miller, captured and embraced that pure love we often don’t express enough. This ad directly spoke to our Teleflora consumers – who celebrate and share love in so many ways. From an inspiring elementary school teacher and her lively, young students, to an adventurous grandmother and her adoring grandson, we saw so many touching love stories unfold. We had many beautiful memories in creating this ad, but one of our favorites was being able to highlight firsthand the joy and emotion our partner florists deliver to recipients every day.
CHRISTMAS 2022 –LEAVE NO ONE OUT THIS HOLIDAY
This past holiday season, Teleflora’s mission was to continue supporting our incredible network of florists. Our national advertising put local florists at the heart of a holiday miracle with our ad featuring a Teleflora florist delivering our Vintage Sleigh Ride Bouquet to a very special recipient, highlighting the importance of believing in humanity and the meaningful impact a thoughtful gesture can make in someone’s life.
Leave No One Out This Holiday is a reminder to reignite humanity in the world and our communities by making others feel loved and cared for –especially those who are lonely and coping with challenges during the holidays.
2023 SUMMER
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SUCCESS GUIDE
8 2023 SUMMER SUCCESS GUIDE
VIDEO EDITING MADE EASY
The world of social media has shifted with the popularity of TikTok, Instagram Reels, and video content. We know navigating this content can be intimidating, so we’ve created a handy guide to editing videos!
WE’VE ALSO CREATED A VIDEO GUIDE WITH DEMOS SO YOU CAN ALSO FOLLOW ALONG VISUALLY! SCAN THE QR CODES AND IT’S THAT EASY.
Depending on the type of video you’re shooting, you may want to edit the clips in TikTok, Instagram, or a video editing app.
WHAT APPS ARE OUT THERE?
There are a variety of editing apps you can use for video content. The Teleflora team tested a number of apps, and we recommend CapCut for user-friendly editing.
This app allows you to combine different clips together, add transitions, and include trending music (plus it’s free)!
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2023 SUMMER SUCCESS GUIDE HERE'S A BEST-IN-CLASS EXAMPLE!
HOW TO GET STARTED: ADDING VIDEOS
Start by recording the video clips on your phone and uploading them to the app. From here you can begin editing.
If you are connecting multiple videos (or photos) together, all you have to do is click the plus sign. To reorder the videos, click and drag the clips to their correct placement.
TRANSITIONS
Using transitions helps maintain the flow and keeps people engaged with your content. To add fun transitions, like fading or flashing, click the box connecting the clips and browse the list of available options.
TRANSITIONS
CapCut also allows you to add text, stickers, effects, filters, and audio to your creation to add interest!
ADDING AUDIO
When it comes to video, audio can really make or break your content. Play around with the different tools to enhance your clips and let your creativity shine!
When you click “add audio,” the app will give you multiple options, from using the sounds library to creating your own voice-over.
We recommend timing the audio with your transitions to make the content cohesive.
11 FROM HERE, REVIEW YOUR MASTERPIECE AND POST IT TO YOUR SOCIAL MEDIA!
INSPIRING THE NEXT GENERATION
Before she was born, it seems that Renee Potter was destined to be a florist. As a 4th generation florist, the story began in Indiana when Renee’s Great Grandpa Rudy started growing flowers and wholesaling back in the '30s. When Rudy’s son, Renee’s Grandpa Fred, decided to carry on the legacy by attending the Tommy Bright Design School in Chicago, he changed the business by incorporating design retail. Fred then inspired both of his children to join, resulting in Renee’s family opening a shop in Tempe, AZ, in the '80s.
Renee grew up around flower shops, supporting her family’s business until her mom decided to sell in the late '90s. She worked various jobs after the shop was sold, but realized her real passion was in floral. After six years of soul searching, Renee returned to her roots in 2005 and opened her own shop in the same location as her mom's shop. She also revived the original name, Fred’s Flowers, and her mom still works with her at the shop to this day.
It wasn’t just the family legacy that drew her back to flowers. For Renee, the joy of being a florist comes from a variety of reasons. “Working with mother nature everyday is one of the best parts of my job.” She loves her customers, too. She’s built fundamental relationships with every person who walks through those shop doors and can greet each one by name.
A member of Teleflora since 2005, Renee has remained a dedicated partner due to the customer service, education, and marketing assets that she uses as support for her shop. Teleflora Territory Sales Manager, Cathy Reifschneider, has been, in Renee’s eyes, an example of building trust. She called on Renee’s mom during her shop days in the '90s, and has continued that relationship with Renee to this day.
A staple in the community, Renee also realizes the enormous amount of responsibility she has as a florist. “Our jobs as florists are to translate peoples’ emotions as a piece of art. We are asked to create gifts in the form of flowers, so we need to design something worthy of demonstrating someone’s love. There is nothing else like that.”
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Renee Potter, AIFD Fred’s Flowers, Tempe, AZ
That community has continued to serve her well and she’s returned the favor by staying actively engaged to support the next generation. From developing design workshops for local schools and alumni, to judging state floral design competitions as a board member, to donating time to local non-profit chapters, Renee’s passion for the industry is limitless. Anyone who’s walked a mile in a florist’s shoes knows it’s not always an easy industry.
In the business for nearly two decades, Renee is also no stranger to the pace of a successful shop. Heading into the summer when events and weddings are the focus in lieu of a major floral holiday, she prioritizes cataloging projects throughout the year that can be assigned during slower summer periods in order to keep her staff employed and productive. With summer, she is mindful about where dollars are used to keep the business profitable, but more importantly, she protects the team. Like many shops, her team is family.
When it comes to event and wedding business, Renee’s expertise has been less about traditional marketing and more about customer service. “The best marketing a florist can do is offer a quality product with superior customer service,” she says. “Building a relationship with the bride, family, and couple is about listening first. Focus on earning their trust and showcasing how your experience is going to make their day feel special,” she recommends. In addition, Renee calls out that pricing is one of the most important components of floral planning. Understanding mark-ups that are profitable while also becoming an expert at what to sell at the right time of year (e.g., heat-tolerant florals in the middle of an Arizona summer) are crucial to success. Even with the constant change to the floral business, Renee regrets nothing, as so many lessons have brought her to this point.
“As a young florist, I struggled with having a work, life balance. I had to learn that even though you may have to miss some things, finding ways to inspire that next generation is what helps everyone grow. Trust yourself and your staff.”
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“I want to do my part to help keep the industry alive. My kids have decided to pursue their own paths and will not be 5th generation florists in our family. So my goal is to become a great educator so that I can inspire the next generation of florists the way my family and mentors did for me.”
DOVE POS AND EFLORIST ARE BETTER TOGETHER!
eFlorist Product Comparison in Dove POS allows you to cross-compare eFlorist products with POS products and easily correct discrepancies in pricing, status, and code or number.
QUICK AND EASY TO USE.
In the top toolbar of Dove POS, click Tools and then click eFlorist Product Comparison. From there, you can view all your eFlorist and Dove POS products.
CHOOSE THE PRODUCTS YOU WANT TO COMPARE.
You can choose to view all of the products or easily filter the list to include only products for which the prices in your POS and eFlorist site do not match.
RESULTS ARE DISPLAYED DIRECTLY ON YOUR SCREEN. Products from your POS and eFlorist site will be displayed in a grid with matching product IDs side by side to easily see specific product prices in both locations.
EDIT ANY PRODUCT RIGHT FROM DOVE POS.
COMPARE YOUR DOVE POS AND EFLORIST PRODUCTS SIDE BY SIDE. Call
In the same results screen, you can edit the prices of products in your POS and your eFlorist POS. If you want them to match, you can simply check a box and the system will make the change for you.
FOR MORE INFORMATION ABOUT EFLORIST POS OR A DEMO
FOR TECHNICAL SUPPORT
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1.800.354.8415.
1.800.720.9407. Call
BRING CUSTOMERS BACK WITH EMAIL
Email campaigns are powerful retention drivers because they send customers back to your site for additional purchases of your flowers and gifts.
If you're an eFlorist member, eFlorist sends emails regularly on behalf of your shop to your customers, at no cost to you.
After turning on email marketing, you can customize your subject line and product selection or you can choose to offer a promotion or discount at any time.
CHOOSE EMAIL CAMPAIGNS
Participate in any of our 100+ campaigns each year, scheduled during peak holidays and during the everyday periods. You can always review campaigns in advance of when they are scheduled to be sent, choosing to send all or just your favorite upcoming emails.
FEATURE PRODUCTS
Select products to feature in each email. After choosing which campaign you want to edit, you can update the subject line and choose which products to feature, all from the same screen. However, if you prefer, you can let us do it for you. If you do not specify products for each email campaign, we will leverage products featured on your homepage.
ADD A PROMOTION
With 77% of customers opening emails in search of a discount, you can grab their attention by offering a deal right in their inbox.
GIVE THE EFLORIST TEAM A CALL
Log in to eFlorist Self-Adminstration Tool (eSAT) and preview upcoming emails: Call
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866.983.3932 if you’d like to learn more about optimizing your promotional emails.
3 TIPS FOR SUMMER WITH FLOWERBUYER
Summer is here, and that means weddings and events have kicked into high gear! Get the most out of your beautiful arrangements this summer by following these 3 key tips:
Pre-made bouquets can save time and money, especially if you’re short on staff. Flowerbuyer has a wide range of high-quality, ready-to-go bouquets that ship directly from the farm to your door in no time at all!
Slower summer demand means you need fewer stems on average, so choosing a flexible vendor is important to strike the right balance for your inventory needs. Flowerbuyer’s unique Buy The Bunch program allows you to build a customized flower box at great prices, shipped overnight right to your door, which means you never have to worry about overbuying again.
Flower costs can be volatile during peak seasons, so take this time to reflect on what you paid this year. Consider setting up a standing order for your staple everyday florals to control your costs. Flowerbuyer’s standing order program ensures that you receive the same high-quality flowers at great prices throughout the year, allowing you to plan your budget accordingly and avoid any nasty surprises.
READY TO GET STARTED?
Call your dedicated account manager today and we’ll make sure you’re set up for success!
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TAKING YOUR WEDDING BUSINESS TO THE NEXT LEVEL: DOWN THE AISLE IN STYLE EDUCATION RECAP
On April 23, Teleflora’s Blue Ridge District collaborated with KD & Company Wholesale in Sandston, VA, to bring design education to local florists. Joyce Mason-Monheim, AIFD, CFD, AAF, PFCI, AzMF, presented a stage program focusing on weddings. Some of the specific trends highlighted at the event were the following:
THE LOVE OF NATURE: Sustainability is prevalent with this look to reuse, repurpose, and recycle materials and products. Foliage and plants are key, not just a green color palette.
SOMETHING BLUE: Blue is a soothing and calming color for social tension, with influences of earth and sky. We've also seen an increase in popularity of blue foliage (and all varieties of eucalyptus).
JEWEL TONE WITH A TWIST: There is a natural influence in colored gemstones, typically fall colors, for use in designs that are lush and romantic.
The hands-on class featured flowers to wear and techniques for beautiful designs using effective mechanics, as attendees created flower crowns, headbands, boutonnieres, and corsages.
Education remains a major focus for Teleflora. Throughout the year, we are offering a series of programs and classes focused on the needs and challenges of today’s florists. Whether you prefer a hands-on experience or virtual learning, there’s something for everyone!
You’ll find plenty of opportunities at every level to expand your skill set. Check out our education calendar on MyTeleflora.com or follow us on Facebook at Teleflora Industry Relations and Education for more information.
UPCOMING EVENT: RECONNECT, GROW, AND BLOSSOM IN STYLE
Join us on July 29–30 in Denver, CO, for an exciting weekend of design and business education with tips, techniques, and inspiration from four incredible educators. Our hands-on class will feature a handheld bouquet with learning options for all skill levels. All designers are welcome! Seating is limited and the event is expected to sell out. Register at the link today!
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PRESENTED BY: Julie Poeltler, AIFD, PFCI, IMF, CAFA; Helen Miller, AIFD, CF, CAFA; and John Hosek, AIFD, PFCI, CF, CAFA
COMMENTATED BY: Tim Farrell, AIFD, AAF, PFCI
HELPFUL CONTACT NUMBERS
Customer Service: 800.421.2815 U.S. and Canada
Monday – Friday: 8 a.m. – 7 p.m. (CST)
eFlorist: 866.983.3932 DovePlus: 800.720.9410 Products: 800.333.0205
: 877.625.3243
Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com
