APRIL/maY 2014
Prom, Mom and Winning Moments
table of contents 2
President’s Letter
3
Travels with Tom
4-5
Design and Education
6-7
Member Spotlight
8-9
Minutella’s Florist
10-11
Make Someone Smile Week
12-13
Teleflora Technology
14
Prom
20
Mother’s Day Promotion
Springing forward into Daylight Saving Time is not only a time to reset our clocks, it’s a chance to celebrate a rush of floral business and drive new opportunities to increase your profits for prom, Easter, Mother’s Day, and so much more. Tapping into the $4 billion prom industry, Teleflora’s “Flowers-toWear” Lookbook + Prom Kit was distributed to Teleflora members just in time to launch in-store and online campaigns targeting the prom 2014 season. We hope the array of new products, resources and promotional assets available will help our member florists capitalize on what is anticipated to be one of the most lucrative homecoming and prom seasons ever. According to industry statistics, the average couple will spend roughly $1,949 in 2014, with $30 as the average cost spent on a boutonniere and $35 for a floral corsage. While delivering springtime fresh blooms for prom, Easter, and Mother’s Day will certainly keep us hopping, Teleflora is always innovating ways to keep the busiest floral holidays fun for our network. Beginning on April 1st, we’re excited to kick off one of our most extravagant florist promotions ever: “Send & Deliver Bliss,” primed exclusively for Mother’s Day orders. The promotion will give participating Teleflora florists a chance to win a spectacular grand prize package that includes a complete floral shop makeover valued at $20,000 just for doing things like sending orders through the Dove network. The more Mother’s Day orders you send through the Teleflora network, the more chances you have to win. Local flower shop Minutella’s Florist in Brookhaven, PA recently learned just how easy it is to win when Teleflora announced they were the official winner of Teleflora’s “Score Big & Win Bigger” promotion. Minutella’s Florist is now the proud (and very happy) owner of a brand new custom-wrapped Ford Transit Connect delivery van, and it’s all because they participated in Teleflora’s Valentine’s Day promotion. With so many beneficial opportunities to participate and win while also strengthening your business, this spring could be your most blissful floral season yet.
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Spring Sonata T147-1A
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For more information about Teleflora’s springtime promotions, products, and other business tips, please visit MyTeleflora.com.
jeff bennett {president of teleflora}
TRAVELS WITH TOM
Travels with Tom
NO PLACE LIKE HOME Being a native Michigander myself, I always feel right at home attending the Great Lakes Floral Expo, hosted annually by the Michigan Floral Association (MFA) at the DeVos Center in Grand Rapids. This year was one of very few that I wasn’t able to attend—but I managed to get ahold of a few snapshots to share, with some of my favorite people in them, including Katie and Red Kennicott, seen here with Teleflora’s Kathy Petz at the Teleflora booth. DOWN TO BUSINESS MFA is an association that really gets behind floral education, in business as well as in design. Out of 14 business sessions, four were delivered by Floral Finance founder Paul Goodman CPA MBA, sponsored by Teleflora, including an all-day workshop. Here’s Paul with Teleflora’s Janice Curran.
DESIGN TRENDS Teleflora Education Specialist Darla Pawlak AIFD PFCI, also sponsored by Teleflora, offered a hands-on wedding program and a main-stage program on trends in design with permanent botanicals.
BACK IN THE BEEHIVE STATE Darla also shared her creativity and expertise at the Utah Professional Florists Association Convention, with a program on holiday designs that was cosponsored by Teleflora and other companies. Seen here on the left with Darla and I is Teleflora’s Territory Sales Manager Cathy Reifschneider.
AN INDUSTRY LEADER Lynn Lary McLean AIFD is one of those inspiring people who make the floral industry so special. Owner of Lary’s Florist in Friendswood, TX, she is a past president of AIFD and a recipient of the Tommy Bright Award, among other distinctions and honors. She also served on Teleflora’s education team for many years. I was honored to be at a reception for Lynn (at center in the photo) on the occasion of her 60th birthday and retirement, along with my wife Becky.
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AUSSIE VIPs At the Teleflora National Sales Meeting in March, we enjoyed having representatives from the Petals Network in Australia, now part of Teleflora, with us. From left to right are Charles Lukasik, Teleflora’s Michael Martin, Lindy Baker, Jocelyn Thomas-Bolderston and myself.
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Design and education
The Education Center opens its 30th year of classes with a GREAT one! The Teleflora Education Center is celebrating its 30th year of hosting classes for retail florists, making it one of the industry’s most successful schools. The kick-off class this year was one of the most popular ones in the lineup. The “Testing, Testing… 1,2,3” class taught by Kevin Ylvisaker AIFD PFCI was attended by designers from more than 13 states. Designers who are seeking to compete at an elite level or are seeking state or national certification love this class. It is a comprehensive study of line, color and technique – complete with hands-on assignments and personalized coaching. “This class is all about taking your designs from good to GREAT!” said Marie Ackerman, Teleflora’s Vice President of Education, who also contributes to the class. “We continue to evolve the class to incorporate new ideas, proven strategies and key observations from students who have taken this class,” she added. “Many of them go on to win contests and achieve great things.”
Upcoming Classes: FLORAL EDUCATOR: COMMENTATING & TEACHING with Marie Ackerman AIFD AAF PFCI & Tom Bowling AIFD PFCI APRIL 27-30, 2014
WEDDING PROFESSIONAL with Joyce Mason-Monheim AIFD PFCI JUNE 22-30, 2014
EUROPEAN DESIGN TRENDS
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with Els Hazenberg AIFD AAF JULY 22-25, 2014
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Melanie Pentecost of Siloam Flowers and Gifts in Siloam Springs, AR concentrates on her assignment. Scholarship recipient Elizabeth Cottrill of Salem Florist in Salem, WV works on her bridal design. Donnie Moore of Bella Flora in Little Rock, AR works on his design. Kathy Cunningham of Portage, IN concentrates on her “duplicate” design assignment. A full class of designers participated in the Education Center’s annual “Testing, Testing… 1,2,3!” class. Julie Bau of Trudy’s Flowers in Naperville, IL starts the foundation of her wedding bouquet. Instructor Kevin Ylvisaker reviews some of the design assignments and offers suggestions for improvement.
design and education
employee spotlight
teleflora tip Individual orchid blooms make a beautiful addition to bridal bouquets, garlands, and other wedding designs. Dendrobium, phalaenopsis, cymbidium blooms and more can be simply glued in place with floral adhesive and will last for days—provided you follow the correct care and handling steps. Here is
Name: Christy Pickett Office: Oklahoma City, OK Title: Inside Sale Rep Time with Teleflora: 5 Years Department: Inside Sales What do you like most about your job? Helping our customers grow their business. What do you do at Teleflora? At Teleflora, I call our members and offer different Products and Services to help them grow their Business. What are your hobbies? Traveling, playing pool and poker, and going to the movies. What’s your favorite Teleflora Bouquet? I was a florist for 5 Years, so I like the “Deal of the Day Bouquet!”
a technique recommended by Teleflora Education Specialist Hitomi Gilliam AIFD: Cut the blooms off of the spray. Cut the individual stem completely from the blossom, and seal immediately with cold glue (floral adhesive). Let the glue dry completely. Flip the blossoms so they are face up and place them in a plastic-lined box. Mist them heavily with water (not sealant), cover with plastic, and store overnight in the cooler—this way, the flowers take in as much moisture and become as turgid as possible before you glue them to their final location. Before the design goes out, mist the blooms with a sealant like Crowning Glory to seal in the moisture. This “cauterizing” technique is one that Hitomi has shared at wedding programs of the type sponsored by Teleflora all year long, through the Units Program and at floral association and wholesaler events. To learn more, visit the Floral Event Calendar in the Design & Education section of MyTeleflora.com.
design ideas from Flowers& Magazine from the archives: april 2013
DOWNTON ABBEY Influenced by the popular TV show, brides are asking for an English-garden look, but with an updated twist. In both of these bouquets, David Austin roses in pale pink (‘Keira’) and peach (‘Juliet’) set a lavish, confectionery tone. Below, loops of bear grass and a collar of folded aspidistra leaves beautifully complement a hand-tied bouquet that features, in addition to the David Austin roses, standard roses, spray roses, peonies, and a sheaf of bear grass shooting from the handle. Designer Tim Farrell AIFD prepared the aspidistra leaves, secured with UGlu, and the bear grass loops, equipped with stems of wire and tape, before he began assembling the bouquet. At far right, cascading ‘Pinky’ clematis from Roseville Farms lends a gentle cascade to a round bouquet in a Wedding Belle holder. Hydrangea, viburnum, bupleurum, and maidenhair fern add delicate touches of green to the round forms of the David Austin roses, pink peonies, and ‘Pink Majolika’ spray roses. Floral design by Tim Farrell AIFD AAF PFCI
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member spotlight
those talented michiganders The Great Lakes Floral Expo is one of the best-attended floral events in the U.S., with a wealth of educational programs and a prestigious design contest sponsored in part by Teleflora. It progresses from category competitions to a final contest between the top five designers for the title, Michigan Floral Association Designer of the Year. The five finalists for 2014 look pretty happy! They include, from left to right, Sandy Gamache of Wesley Berry Flowers in Livonia, MI; Deana Gress of Wesley Berry Flowers in Farmington Hills; the MFA Designer of the Year Derek Woodruff AIFD; Edward Smith of Country Lane Flowers in Howell; and Leanna Gearhart-Theye AIFD. Teleflora Education Specialist Jerome Raska AIFD CAFA AAF PFCI of Blumz… by JR Designs in Detroit chaired the contest.
HONORED IN THE GREAT LAKES STATE Every year during the Great Lakes Floral Expo, the Michigan Floral Association honors some of its outstanding members; the awards are determined using evaluation forms completed by a panel of independent judges. Among those honored this year is Flowers from Sky’s the Limit in Petoskey, MI, chosen as Retailer of the Year. Shop owner Jackie Burrell AIFD plays a big role in planning the Expo itself, but her communityvolunteer spirit certainly doesn’t end there. Among other ways of giving back, her shop has donated time, coolers, phone lines, computer access and more to a program called Flowers for Friends, in which shop employees and local Girl Scouts repurpose flowers from weddings and other events that would otherwise be thrown away and deliver them to isolated members of the community in need of a smile. Way to go, Jackie! Another award recipient was Kate Holton, an employee at Ludema’s Floral and Garden in Grand Rapids, MI. Kate was named Young Person of the Year for her pursuit of floral education, her dedication to customer service, and her volunteer efforts with the Expo and the MFA. Other recipients included Angie Richards of Kennicott / Vans Floral Products, named Wholesale Employee of the Year, seen here with Alice Waterous AIFD CF PFCI, who was honored as Certified Florist of the Year, and industry icon Bobbi Ecker AIFD PFCI.
a lucky win When Janet Woloszyk got a call from Teleflora telling her she had won four 24-packs of Teleflora product, she was “very happy,” she reports. Hers was a randomly chosen entry from a drop-in bucket at the “trade show” that is a regular feature of the annual Teleflora Unit Presidents’ meeting. Janet, who owns McCandless Floral in Pittsburgh, PA, currently serves as president for the Western Pennsylvania Unit. “They told me I could choose whatever products I wanted off the website,” she says. “I picked two of the sympathy containers, the Grecian Urn and Noble Heritage, and a couple of other things that I buy all the time and happened to be out of.” Three runners-up also received 24-packs of any two containers. Being a Teleflora Unit President is, of course, rewarding in itself—but with all the hard work involved, it’s also nice to get an extra bonus.
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cupid in the snow
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Plenty of delivery vehicles and other drivers were stuck in snowbound traffic this past Valentine’s Day—but traffic pileups are a regular thing near The Finishing Touch Florist in Crete, IL. That’s because the shop is half a block from the train tracks. This past holiday, “we decided to take advantage of the situation and send out one of Cupid’s helpers,” says Holly Milburn at The Finishing Touch. “Festooned in a French tutu and angel wings, our Cupid passed out red carnations with gift cards attached. Even on the busiest day of the year we have to spend a few minutes having a little fun!”
member spotlight
making a difference Every year the Society of American Florists sponsors Congressional Action Days, an opportunity for those in the floral industry to meet with their congressional representatives and make their views known. Among those who made the effort to participate this year were Nancy Hooper and Tim Galea of Teleflora member shop Norton’s Flowers & Gifts in Ypsilanti, MI (second from the left and right, respectively). Also on hand were Mike Romansik of FloraCraft in Ludington; Nancy and Lorence Wenke of Wenke Greenhouses in Kalamazoo; Brian Gamberini of the Society of American Florists; and Rod Crittenden of the Michigan Floral Association.
candy christmas White trees decked with gumballs and ice-cream cones or with red mesh ribbon and tiny, jeweled purses and shoes made a fascinating display at A Proper Tulip Floral Boutique in Cypress, TX, along with the suggestion of a winter bride, conjured from sheer white fabric, hanging crystals, and a sweet white bouquet—all created by owner Kat Whitehurst.
Saluting top members in Ontario Two of Canada’s top 25 Teleflora members recently received a visit—and a plaque—from Teleflora Canada’s Cathy Anstett: Brad at Alma Florist in Toronto, and Margaret at Nicol Florist and Greenhouses in Brantford. Thanks and congratulations to both!
a surprising success with fresh handmade palm crosses It started out as an old story: “I’m right across from a cemetery, but I was losing my market share with crosses for Palm Sunday because the grocery stores were taking my business away,” remembers Tom Doyle at Springdale Florist & Greenhouses in Darien, CT. Unhappy with a batch of premade palm crosses he had purchased wholesale, Tom decided to re-make them up to his own standard, and that’s when it hit him: “I can do this myself.” He did research and experimented with different kinds of palm. The next year, he made 150 crosses—about the number he had sold the year before, but in five different sizes. He could match or undersell the grocery-store price with a smaller, but betterquality cross, and also offer bigger, premium crosses (like the cross seen here, in Tom’s assembly area, 30 inches across) to test the demand—which turned out to be there. “I put them on my website, and before I know it I’m getting calls from across the country.” Six years later, Tom is selling palm crosses to customers, including other florists, as far away as California, “drop-shipping like all the guys I hate. And you know what? It feels pretty good.”
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One reason it feels so good is that he has used the cross-making program to offer employment and even a little business education to high-school kids in Darien who were doing nothing but getting into trouble after school. “We break the process down together, figure out the steps and how to make it efficient,” Tom says. “The kids, they take pride in it.” The crosses also lend themselves to fundraising projects with local churches, and to other Easter Sunday and year-round business: pre-stripped palms, plants and flowers for the church, and more. The crosses are profitable in themselves, but also create good relationships with customers—and that’s how it should be.
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MEMBER SPOTLIGHT
VALENTINE’S DAY 2014
Congratulations Minutella’s Florist! On March 27th, Teleflora happily awarded a new Ford Transit Connect delivery van to Michelle Florio of Minutella’s Florist. Minutella’s is a third-generation family-owned and operated floral shop based in Brookhaven, PA and has been a proud Teleflora member for over 20 years.
“As the third-generation of my family to run this floral business serving Delaware County, I couldn’t believe my ears when Teleflora contacted me to say we just won a brand new delivery van, all for free. My parents have since passed away, but I couldn’t help but think our winning this van was a sign from them that despite some tough times with the business, we were going to be okay,” said Michelle Florio, owner and operator of Minutella’s Florist. “The new floral delivery van couldn’t come at a better time, as both of our vans are quite old and on their last legs. My brother who owns a local auto shop did a great job in keeping us driving and delivering through the recent Valentine’s Day holiday, but the new van is a true treasure, and we are so appreciative as we prepare for our next busiest holiday, Mother’s Day.”
“We are delighted to award a brand new delivery van from our ‘Score Big & Win Bigger’ promotion to Minutella’s Florist, a local florist that has been a Teleflora network member for over 20 years,” said Tom Butler, Chairman of Teleflora. “We know how hard Teleflora’s members work every day to deliver floral beauty and joy to their local communities, so it’s with great appreciation and excitement when we can do the same for them.”
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The prize-winning moment was captured amongst a warm and loving crowd filled with nearly 50 of the shop’s loyal customers, friends and family, including the local community fire and police department who came to celebrate the moment.
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Congratulations to Michelle and the staff at Minutella’s Florist!
member spotlight
Minutella’s Florist has been proudly serving Brookhaven and its surrounding areas since 1955. A family owned and operated local business, Minutella’s Florist is committed to offering only the finest floral arrangements and gifts, backed by service that is friendly and prompt. Its professional staff is dedicated to always going the extra mile to make their customers experience a pleasant one, and making their floral gift perfect.
“We could not have found a better florist to represent Teleflora and represent the industry as Minutella’s and to see the excitement of her face when she saw the delivery van was really amazing.”
Michael Martin, EVP of Sales and Membership at Teleflora
check out the video from our delivery van presentation. myteleflora news
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MAKE SOMEONE SMILE WEEK
One of Teleflora’s most joyful and
If you ever find yourself thinking, “Ever need a remin about how much good flowers do in the world every d of florists across the country every summer. Over the anywhere people are likely to be in need of a smile. An in itself. In addition, Make Someone Smile® Week se
We encourage all of our member florists to participate i to deliver more than 40,000 Teleflora Be Happy bouqu kindness of our floral network through the years, we hundreds of thousands of individuals.
The program is organi summer’s event takes p on securing PR assistanc 321-2654, extension 359
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“What sunshine
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MAKE SOMEONE SMILE WEEK
heartwarming initiatives of the year is just around the corner.
nder of what giving flowers is all about?,” there’s a great opportunity coming your way to remind yourself day. Now in its 14th year, Make Someone Smile® Week has become a Teleflora tradition involving hundreds e course of a single week, volunteers make and deliver floral bouquets to hospitals and nursing homes, or nd do they ever smile! Watching the recipients light up with joy when the flowers are delivered is a big reward ends a great message through the media about the power of flowers to raise spirits and heal hearts.
in Teleflora’s 14th Annual Make Someone Smile® Week and join this year’s challenge to increase our donations uets to those most in need of a smile in local communities around the country. Thanks to the generosity and continue to make a difference by increasing our volunteer efforts gifting smiles and free floral bouquets to
ized by the Teleflora Units Program, but anyone who wants to participate is welcome to help out! This place July 20-26. To learn how to sign up for Teleflora’s Make Someone Smile® Week and for more information ce to promote your local stories, please contact your local Unit President or Teleflora Industry Relations at (800) 91. Canadian florists please call (800) 668-5770.
e is to flowers, smiles are to humanity.These are but trifles, to be sure; but scattered along life’s pathway, the good they do is inconceivable.” Joseph Addison, poet
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TECHNOLOGY
Streamline your Delivery Process with Delivery Manager and eFlorist Modules from Dove POS Keeping track of deliveries is now a breeze thanks to the Delivery Manager Module from Teleflora’s Dove POS! This amazing tool allows you to easily track deliveries to be made, deliveries currently out, and orders already delivered all from one screen! Have you ever wondered what takes your delivery driver so long to deliver orders? Perhaps his shortcut isn’t so short after all. The Delivery Module’s innovative mapping system optimizes your delivery route, and gives turn by turn directions along the most efficient route. These directions can be printed out or transferred directly into a Garman GPS device making sure you’re always on the right path. Keeping track of delivery orders can be complicated enough without the added stress of delivery deadlines. Forgetting a timed delivery not only can cost you time and money, but can also ruin your relationship with a customer. The Delivery Module alerts you to any upcoming delivery deadline to ensure you’ll never miss a timed delivery again. Dove POS now features the new eDelivery module that works in conjunction with Delivery Manager, taking the management of your business from the storefront to your fingertips. This mobile application can be used by employees to mark deliveries in real time and clock in or out directly from a smartphone (from any location – including on the way home from deliveries). Owners and managers can also use the mobile module to access important business reports like sales and employee productivity from the web, smartphone or tablet.
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eDelivery is also a winner with consumers. Share the joy of flower-giving with senders via email by including a delivery photo and the name of the person accepting the delivery. And, with new SMS Texting, delivery confirmations are delivered to the customer within seconds of delivery rather than waiting for your driver to return to the shop. Consumers will love this new feature that helps you improve customer service while reducing inquiry calls to your shop. Sending shops will also receive an updated confirmation status as soon as the order is marked delivered.
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To learn more about Delivery Manager and eDelivery, please call Mark Rhodes at 800.720.9407, or watch this brand new video about eDelivery by clicking here!
24 HOUR FLOWERS
Capture More Orders with 24 Hour Flowers Teleflora’s 24 Hour Flower program offers the highest answering and order-taking standards in the industry, providing live phone coverage by trained floral sales consultants who know your business. And, 24 Hour Flowers is now available in both the US and Canada. With the advent of online shopping, more consumers than ever are making purchases after what are considered “normal” business hours—which makes it tough to figure out how to staff your shop and when your doors should be open for business.
24 Hour Flowers captures business you might otherwise miss and provides that professional level of service you want clients to remember about your flower shop. The professional sales staff at 24 Hour Flowers is trained to upsell; the average order value in 2013 was $81! 24 Hour Flowers will manage your calls, while you manage your business. Whether running a delivery or during the busiest holiday peaks, you decide when 24 Hour Flowers goes to work for you, all within a moment’s notice. Life doesn’t stop during normal business hours. 24 Hour Flowers gives you the freedom to enjoy time off, kid’s soccer games or any other special moments in life that happen, even when the open sign is lit. You can relax knowing that business is being taken care of no matter where you are.
Don’t miss out on your share of the millions of dollars in orders achieved by 24 Hour Flowers staff. Please visit 24hrflwrs.com or call 866.474.7347. myteleflora news
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PROM Prom is right
M
around the corner and we want to help you make the most of the occasion with tips and tricks to increase your prom business.
PROM 2014
Prom at a Glance Today’s teenagers are more style-aware and trendconscious than ever before. This generation of millennials is social media and personal brand savvy, using fashion’s dynamic, ever-changing landscape to express themselves. Prom gives teenagers a unique platform for this self-expression, while collectively contributing to a $4 billion industry. A recent survey by Visa Inc. shows that American parents will spend an average of $1,078 on each prom, 33.6% more than the 2011 average of $807. Retailers and magazines have taken note, approaching the prom season with multi-tier, cross-platform strategies that begin with social media and end with media-sponsored, in-store events. Fashion-driven magazines Teen Vogue and Seventeen hosted events across the U.S. early in the season, bringing fashion editors out to shops, hosting free makeovers, fashion shows and giveaways.
$4 BILLION INDUSTRY $1,078 SPENT
ON EACH
PROM
The high school prom has become a major marketing push for junior apparel, accessory and beauty retailers, florists and men’s formalwear rental chains. Retailers are cashing in on the yearly event with cross platform marketing efforts, social media buzz and magazine partnerships.
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Once the domain of mass retailers, prom gowns have gone upscale with average costs hovering between $300 and $500 dollars, and with lux ecommerce sites such as Net-A-Porter featuring prom edits on their sites. Accessories and beauty take a fair chunk of the dollars spent, with details like footwear, bags, manicures, pedicures, professional hair and makeup adding up to big bucks.
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PROM 2014
Planning for the Prom Get your shop and staff up and running by making sure certain actions are completed in a timely manner. First, be sure you have the correct date of the prom and the theme. Make a note of the prom colors, too. Call the schools and ask for a list of the prom committee members and prom royalty (if they are known), such as the king, queen, and attendants. Next, make a planner that lists tasks and activities and by what week you want them completed leading up to the prom. Check off each activity as it is done to keep you on track.It should include the following activities, but customize it to fit your shop and staff.
Before Prom Checklist: Contact schools (public and private). Send e-mails and fliers and call the recipients to be sure they received your mailings. Inquire about any special events they are planning in conjunction with the prom and offer your help. Contact prom committees about providing flowers for the dance. Create a Facebook page and website page focused exclusively on prom corsages and boutonnieres. Be sure the word “prom” is on each page several times. Post your prom offerings on Facebook. Use the dates of different proms as a way to encourage shops to participate. Add content two or three times a week to your Facebook page and website, and blog about the prom. Organize a prom event – post party, “trunk” show, or accessory expo – or join in with other businesses to stage a prom fashion show. Email customers, reminding them to come by the shop and place their flower orders for the prom. Include a photo or two of your top selling corsages. Have a sales meeting to remind and train your staff about selling to teens and their mothers. Be sure they fully understand how to sell add-ons and your pricing.
After Prom Checklist: Write down in a sales journal what worked brilliantly this time and why it worked so that you won’t forget. Make note of your most popular designs and average price point.
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What did you do right this year? Concentrate on your successes and build from them.
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PROM 2014
Be the king or queen of prom This spring, teens across the country are gearing up for one of the biggest nights of their young lives: prom! You can get ready, too, by checking your mailbox for Teleflora’s latest FSG update kit. It’s chock-full of prom-specific items and information, including:
Flowers to Wear Lookbook Our Flowers to Wear lookbook was created to provide you with the tools you need when courting teens during prom season. While it is designed with prom in mind, it can be used for any formal occasion. It features boutonnieres and corsages inspired by the following trends in formal wear:
“Evening Boheme”: Festival culture plays a major part in this whimsical flower child-inspired theme. Bohemian influences run strong Sweeping high-low hems, tie-dye and ombré dresses and printed maxi frocks Earthy greens, mellow blues and mid-tone pinks and purples create a versatile palette Accessories are nature inspired with natural leather, wood and florals taking center stage
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“Stark Raving”: A riot of bold, rave-tinted accents induce a shift towards ultra-modern prom looks.
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Offers an of-the-moment antithesis to demure prom classics Ultra-bright neons and saturated hues Glamorous shimmering metallics for dresses and accessories Sassy bodycon silhouettes Skin-flashing cut-outs complement the theme
“Regal Red Carpet”: Regal Red Carpet taps into the sophisticated end of the juniors market, looking to celebrity red carpet and royal style for inspiration. Romantic, decadent fabrics make for a luxurious look High-shine satin, lace overlay, stiff taffeta, lamé and allover sequins Metallic tones are integral and range from brassy gold to jewel tones Peplums are tailored to perfection Bright primaries command attention
“Vintage Sweetheart”: The Vintage Sweetheart aesthetic attests an ongoing adoration for saccharine prettiness, tempered with romantic retro charm. A soft petit four palette reigns supreme Dresses with flattering nipped-in waists Frou-frou crinoline and tulle 1950s and Art Deco references Striking mermaid silhouettes evoke Hollywood glam Glitz via shimmering embellishment for dresses and accessories alike
PROM 2014
Marketing Posters In addition to your Flowers to Wear Lookbook, we’ve included two posters in your FSG Update Kit so you can promote boutonnieres and corsages in a grand way!
eFlorist Boutonnieres and Corsages To get your website ready for prom, eFlorist is offering exclusive prom products for our members. Starting this month, you can add new designs to your prom category using eSAT or by calling eFlorist Support. As always, you can also create your own prom designs for your website.
Bling! Fitz Designs has the bling and shine that prom-bound teens love, and their assortment of bracelets, pins and hair accessories are available on theMARKET. To make your prom preparations even easier, your FSG update kit includes a coupon for 10% off Fitz products when you order online from theMARKET (U.S. only). Promo ends 4/30/14. CLICK HERE TO SHOP NOW4
Increase your prom business with these tips! 1.
Advertise in your local high school newspaper. Advertising in high school newspapers is highly effective during prom season, as your ad will be targeted to your ideal audience.
2.
Take orders at your local high school. Work with local schools to take orders during a baseball game or school play.
3.
Become the official prom florist at your local high school by providing them a discount on flowers for the prom. Ask high school staff to introduce you to the Prom Committee. Create a referral program. When new prom customers come into your store, provide them with business cards with the girls’ names on it. Develop an incentive program that discounts the original girl’s order for every girl that comes back with the business card.
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Participate in our most relaxing promotion ever an you could win an Ultimate Shop Makeover!
Beginning April 1st through May 11, every order sent through and delivered for Teleflora is an entry to win an Ultimate Shop Makeover! ENTRY DETAILS Orders Sent: 1 entry for each order sent through The Teleflora Dove Network between April 1 and May 11. Orders Received: 1 entry for each Teleflora order accepted through The Dove Network between April 1 and May 8. BONUS 2 entries for each Teleflora order accepted through The Dove Network on Friday, May 9. 3 entries for each Teleflora order accepted through The Dove Network on Saturday, May 10 and Sunday, May 11.
PRIZE DETAILS 1 GRAND PRIZE After the Mother’s Day rush is the perfect time to brighten, rejuvenate and freshen up your shop. One GRAND PRIZE WINNER will receive an Ultimate Shop Makeover – valued at $20,000! PLUS – 3 RUNNER-UP PRIZES
1st PRIZE: Ultimate Shop Spa Day – valued at $1,200
2nd PRIZE: Shop Spa Day and Gift Card to theMARKET– valued at $850 3rd PRIZE: Shop Spa Day – valued at $600
GET PAMPERED - WEEKLY CONTESTS Beginning April 1 through Mother’s Day, you have the chance to win a weekly prize by completing these business rejuvenation tasks. At the end of each week, we will give away a Shop Spa Day for you and your shop, valued at $600.
GET PAMPERED weekly contest
Week of:
TASK:
April 1 – April 4
Attend the “Mother’s Day Promotions” webinar on April 3
April 7 – April 11
Purchase S&B flowers for Mother’s Day
April 14 – April 18
Let us know if you are open and delivering on Sunday
April 21 – April 25
Purchase Mother’s Day containers (14M100, 200, 300, 400)
April 28 – May 2
Make a purchase on theMARKET
May 5 – May 9
100% Delivery Confirmations on all Teleflora orders
myteleflora news
and
MOTHER’S DAY 2014
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