MyTeleflora News - April/May 2015

APRIL/MAY 2015

Mother’s Day

2015 Issue

Teleflora Celebrates “Generations of Love” This Mother’s Day

table of contents 2

President’s Letter

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Tom Butler Award

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Design and Education

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Member Spotlight

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Technology

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Teleflora in the News

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Mother’s Day 2015

It’s through our florist’s hard work and dedication that we have honored moms with flowers for more than 80 years. This month, I’m excited to announce the kick off of our multi-faceted Mother’s Day campaign “Generations of Love,” which is aimed at paying special homage to moms and the generations of great women before them. As part of the campaign, we’re honoring several member florists who have made it their family business to brighten their communities with floral joy for generations. In this issue, we’ve profiled two of the five local florists featured in our Mother’s Day campaign to share their incredible generational family business stories and how they have made their shops a real success.

As part of our national campaign, we will also be reminding millions of consumers of the Teleflora Difference and the benefits of receiving “100% hand-arranged, florist-delivered” floral bouquets through a strong lineup of public relations and marketing efforts. This will include a dedicated spot featured on the ever-popular national daytime TV talk-show, ABC’s “The View.” We will be launching an exciting incentive for consumers shopping with the Teleflora network of florists through our teaming with Ancestry, the world’s leading family history service. The promotion will present a 2-in-1 gift offer that includes a one-month membership to Ancestry.com with the purchase of select Teleflora holiday codified bouquets. Teleflora members using our eFlorist web hosting service will have the opportunity to offer this incentive on their shop website pages. What’s more, consumers will be able to showcase their “Generations of Love” with the launch of a new Teleflora Facebook App for Mother’s Day that will allow them to create a shareable collage of images of their moms, grandmothers, and children.

This Mother’s Day is shaping up to be a great one, and with our collective dedication to quality service and each other, we look forward to a very prosperous holiday!

Sincerely,

myteleflora news | apr/may 2015

Teleflora’s FILL MY HEART Bouquet T15M300A

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jeff bennett {president of teleflora}

TOM BUTLER FLORAL RETAILER AWARD

RECOGNIZING EXCELLENCE

IN THE FLORAL INDUSTRY Few individuals today work their entire lives in one industry like Tom Butler. And, according to Tom’s daughter Amy, he never considered making a career change.

“He loved what he did and the florists,” said Amy Butler Brumby. “He never considered retiring; it would have been like turning his back on his own family.”

To honor Tom’s dedication and passion, Teleflora has established the Tom Butler Floral Retailer of the Year Award to recognize a Teleflora Member florist who best embodies the legacy of Tom Butler. The award recognizes a retail florist and Teleflora member that, in addition to running a first class retail operation, shows the highest level of commitment and service to their local community, is a dedicated ambassador to the floral industry and provides leadership and guidance to fellow florists.

“Tom had a true love for this industry and we want to honor him by recognizing others with a similar passion,” said Teleflora President Jeff Bennett. “People who, like Tom, are committed to and provide leadership in the floral industry.”

TOM BUTLER

Floral etailer of the

Year Award

Accepting nominations now!

To nominate someone today, visit https://www.myteleflora.com/Tom_Butler_Award.aspx.

apr/may 2015 | myteleflora news

Let us know about a Teleflora member who, in addition to running a first class retail operation, shows the highest level of commitment and service to their local community, is a dedicated ambassador to the floral industry and provides leadership and guidance to fellow florists.

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DESIGN AND EDUCATION

GROW YOUR FUTURE WITH THE

TELEFLORA EDUCATION CENTER For the past 30 years, three things have made the Teleflora Education Center a special place: exceptional teachers, on-trend curricula, and a state-of-the-art facility. Florists from all over the U.S. choose the Teleflora Education Center to learn key design techniques and business skills. Classes begin in March and run through October. All classes are held at the Teleflora Education Center in Oklahoma City. Discounted hotel accommodations are available.

Sympathy Tributes: A Modern Approach Instructors: Tom Bowling AIFD, PFCI April 26-29, 2015 The funeral business is changing dramatically. Memorial services are often more frequent than traditional services with caskets. Explore what this means for your business – and learn the all about the new generation of Sympathy Expressions.

Wedding Professional Instructor: Susan Ayala AIFD, PFCI June 7-10, 2015 Wedding flower trends and styles change constantly. Each couple tries to create a reflection of their personalities – complete with colors, events and of course flowers. How do you handle these requests professionally and create a wedding that is unique and profitable?

Learn how to engage a bride and sell your ideas for her big day.

European Design Trends Instructor: Els Hazenberg AIFD, AAF August 2-5, 2015 Study the fine points of European design featuring one of the best teachers from Holland.

You’ll explore design styles using techniques perfected by famous Dutch and German floral artists – including formal liner style designs, hand-tied bouquets and armatures.

Creative Design Solutions with Hitomi Instructor: Hitomi Gilliam AIFD August 30-September 2, 2015 Learn the latest mechanics and techniques of design as it continues to evolve. A confident, skilled designer today really needs to understand one guiding principle of floristry: How to create maximum visual impact with materials – and how to sell those creative ideas to clients.

Holiday READY! Recipes for A Profitable Fall & Christmas Instructors: Vonda LaFever AIFD September 20-23, 2015 Are you looking forward with EXCITEMENT to the Autumn and Winter Holidays?

If not, Why not? It should be your shop’s most profitable time of the year! This design class will cover a WIDE array of subjects from marketing and sales to pricing and productivity – with a dash of merchandising to boost sales.

myteleflora news | apr/may 2015

SMART Everyday Design

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Instructor: John Hosek AIFD, PFCI October 4-7, 2015 Everyday designs do not need to be ho-hum! Your floral clients MUST be asking you to create breathtaking designs to delight their friends and family. Cultivate your creative design ideas to keep them coming back to you for their every floral need.

TO REGISTER, CALL THE TELEFLORA EDUCATION CENTER AT 800-456-7890 EXT #6234

DESIGN AND EDUCATION

employee spotlight Name: Suzanne Gustavel Title: Teleflora Tech Specialist Time with Teleflora: 15 years Department: Tech Sales What do you like most about your job? Working with florists to streamline their businesses, showing them how to save time and increase profits, encouraging

teleflora tip “Oh, the flowers smell so lovely”, a positive exclamation we want from our customers.

Help the fragrance along with a little trick.

Keep a spray bottle of rose oil mixed with water in your cooler. Just before packing wedding flowers or a special arrangement, spray a little of the rose water on the tissue or wrapping material. The subtle fragrance adds impact to the natural fragrance of the flowers. Keep the mixture light and the spray gentle for best results.

marketing efforts and helping our members overcome Jerry Toh AIFD, CFD, CCF - Teleflora Education Specialist the fear of doing something new. I really enjoy observing the success of those who implement technology and find a new-found freedom to enjoy their businesses and grow in other ways.

What do you do at Teleflora? I work with a fantastic group of tech sales specialists (and in-office staff) to demo and sell POS systems to our member florists via in-shop and web demonstrations.

What are your hobbies? I enjoy being involved in my children’s lives, caring for my parents, traveling outside of work, plays, movies, concerts, and dining out.

What’s your favorite Teleflora Bouquet? Anything with a flower in it! Isn’t It Romantic, the Spring Has Sprung Basket and Peaceful Zin are favorites.

Mother’s Day design ideas from Flowers& Magazine from the archives: december 2013

WHAT’S BETTER THAN CHOCOLATE? Answer: Godiva chocolates, resting on a bed of floral foam covered with variegated hala leaves, accented with orchids and anthuriums for a truly luxe look. The hala leaves are woven across the surface of the foam in two directions, creating a beautiful pattern and protecting the chocolates from moisture while allowing floral insertions through the leaves: simply pave the way for each insertion by first inserting the tip of a design knife. The Urban Earth square in Weathered Slate from Syndicate Sales makes the perfect container for this lovely and delicious gift.

OUT OF THE BOX

apr/may 2015 | myteleflora news

Floral design by Tom Simmons AIFD

The vintage crate from Accent Décor comes with 12 individual clay pots that can be filled with wet foam, then with flowers, herbs, ivy and fern fronds. The crate makes a lovely display that can also be disassembled, if the recipient so desires, and the pots scattered about the kitchen or the house.

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MEMBER SPOTLIGHT

CHEAPER BY THE PALLET Teleflora TSM Cathy Thrash happened to be visiting Darrell Gorski of Village Greenery and Flowers in Houston, TX, when a shipment arrived from Teleflora—two pallets’ worth! For larger shops, Darrell explains, purchasing containers in pallets via direct shipping reduces shipping charges—which in turn boosts profits. It’s not an option for everyone, but worth thinking about.

CASH AND GLORY! It was a great contest theme—“A Destination Wedding... Creating a Pinterest Board”—and the prizes were even better! Winners of this year’s National Designer of the Year competition, hosted by the National Alliance of Floral Associations and sponsored by Syndicate Sales and Teleflora, received $1,000, $300, and $100 for first, second and third place. Seen here are (clock-wise from top right) first-place winner Jun Salinas AIFD, representing Tennessee State Florists Association, first runner up Jackie Bockwitz, representing Minnesota State Florists Association, and second runner-up Dian Schulte CF, WMFM, representing the Wisconsin and Upper Michigan Florists Association—each with Teleflora’s own Janice Curran. Congratulations all!

TWICE AS FAMOUS

You put in more than 20 years of dedicated effort to helping florists succeed, and what do you get? In the case of Kathy Petz AAF, CF, PFCI, National Account representative for Teleflora since January 1994, you get a lot of love back from the Michigan Floral Association. In 2013, Kathy received the MFA’s Lifetime Achievement Award. Last year, she was inducted to the Michigan Floral Foundation’s Hall of Fame, with a dinner in her honor and warm praise from Kathy’s many floral-industry friends and colleagues, including, among others, Teleflora’s Sales Manager Jack Howard and Territory Sales Manager Janice Curran.

myteleflora news | apr/may 2015

PORTRAIT OF AN ARTIST

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It’s always nice when the local paper does a profile on your shop. It’s even nicer when the florist takes the opportunity to educate readers about the special services that flower shops offer and how the industry keeps up to date. At Village Florist in Toms River, NJ, Debbie Reader did just that when her shop was honored with a terrific story in the Asbury Park Press, the third-largest daily and Sunday newspaper in New Jersey. The story touts her shop’s ability to show samples of Debbie’s work online and even pull up live inventory from growers’ websites. It also reminds readers that for a professional florist, the business is “all about really knowing your customers and giving them personal service.”

MEMBER SPOTLIGHT

FLOWERS AND A LOT MORE Starting with just flowers nearly 40 years ago, Donnolo’s Florist, Gourmet and Winery in Downingtown, PA has diversified widely over the years, adding gourmet foods and even fine wines—without losing a focus on quality and customer service. Recently chosen by the local CBS news station as one of the top 10 florists in the Delaware Valley, the shop also got a nice writeup in the Daily Local News.

IT ALL COMES TOGETHER

Open the Teleflora marketing kit, follow suggestions, add your own creative touches, and it’s easy to create an inviting display like this one from Arizona Flower Shop in Phoenix, AZ.

THE FIRST 25 YEARS Although Black-Eyed Susan’s Florist in Barnegat, NJ, has just reached the quarter-century milestone, in a way the history goes back way further than that.

“My grandfather raised our mom and her brothers and sister owning a florist in Jersey City in the 1930s and 40s,” says owner Susan Lockner (whose eyes are dark brown). A lot of things have changed since then—but some things stay the same, including keys to success like community involvement.

WELCOMING THE SEASON IN OK

In Oklahoma, Teleflora’s Suzi Lawrence made the rounds of several holiday open houses—visiting, among others, Burnett’s Flowers & Gifts in Tulsa (right), where Jerry Smith had more than 250 customers on Saturday alone come through to admire 7,000 square feet of Christmas décor. At Scott’s House of Flowers in Lawton (bottom left), Mike and Melody Scott and new owner Jeremy Lohman were also pleased with the turnout—enhanced by “photos with Santa” on Saturday. The three RTI stations got a workout at Toni’s Flowers & Gifts in Tulsa (bottom center); the shop was so mobbed with people that Suzi had a hard time finding a place to stand for a photo with Toni Garner and her sister Stephanie. Maggie Barrett “was at her finest” for a three-day open house at Trochta’s Flowers & Garden Center in Oklahoma City (bottom right).

apr/may 2015 | myteleflora news

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TOP MEMBERS

A ROUND OF APPLAUSE FOR TELEFLORA TOP MEMBERS! In Arizona, congratulations are due to Rakini Chinery of Allan’s Flowers in Prescott (left) on two counts: this shop not only was recently recognized as a Teleflora top member, but also is celebrating a 100year anniversary! Other top members in the Grand Canyon State include Cynthia Cannon of Desert Oasis Floral in Goodyear (center) and Jennifer Crawford of Red Mountain Florist in Mesa (right).

myteleflora news | apr/may 2015

Top network florists abound in the great commonwealth of Massachusetts, where Teleflora’s Bob Hurley has been making the rounds to say thank you. Among them are (clock-wise from top left): Drew Clough and owner Al Clough of Albert’s of Brookline in Brookline; Amanda Rojas of Amanda’s Flower Shop in Brighton; Effie Mihos of Capelo’s Floral Design in Medford; Rick Canale, Sonny Canale, and Marie Canale of Exotic Flowers in Boston; Stephen Janavicus of Flowers by Steve in Ward Hill; Darlene Cambra, designer at Holland Flowers in Bradford; and Lisa Greene AIFD, manager at Martin’s Flowers & Gifts in Methuen. At McLay’s Florist in North Andover, Frank & Kathleen McLay-Terranova received, in addition to their top-member plaque, another to congratulate them on 50 years in business. More top members in Massachusetts include Thomas Murphy Jr. of T.F. Murphy Flowers in Somerville and Meghan Mahoney Crowe of Wood Brothers Florist in Lowell.

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Two of Teleflora’s top-tier members happen both to be in the northwest-Texas town of Lubbock, where they received visits this past fall from Teleflora regional vice president Darrell Housden and territory sales manager Cathy Reifschneider (from left to right): Kelly Marble AIFD of College Flowers (yes, that’s a glittering Godiva sign behind them!), and Kassie Baker of House of Flowers.

EFLORIST AND TECHNOLOGY

MAKE THE MOST OF MOBILE THIS MOTHER’S DAY The U.S. continues to experience a rise in the adoption of smartphones and tablets. 75% of the population now own a smartphone and 38% own a tablet—leading to a significant uptick in media engagement on these platforms. Capitalizing on the momentum, eFlorist has introduced an array of mobile-centric services designed to help you reach your customers more effectively via this increasingly important channel.

KEEP YOUR CUSTOMERS FOR LIFE WITH TELEFLORA’S FLORALAPP® Telefora’s Floralapp by eFlorist connects your customers to your shop and allows you to send instant reminders and offers directly to their phone. Plus, with Floralapp you get: • One-stop, quick-and-easy mobile ordering for your customers • NO ORDER FEES* for you To sign up or learn more about Floralapp®, please call eFlorist Support at 866.983.3932.

INTRODUCING SEARCH OPTIMIZER Consumers today perform over 6 billion local searches per month, across hundreds of search engines, directories and apps. It’s difficult, expensive and time-consuming to establish listings on all of those sites. Search Optimizer does it for you, and gets your shop found across the Web with complete, accurate, consistent and unduplicated listings.

Plus:

• Maximize your Google ranking potential

• Get enhanced SEO via consistent listings

• Track performance via quarterly reporting

• Make your listings stand out with website information and photos

GET FOUND WITH YELP

TM

Yelp continues to be the #1 local business directory, with an average of 68 million monthly mobile visitors in the U.S. and 2.7 million in Canada. Last year, Teleflora saw that shops who were actively engaged in Yelp saw a lift in orders and other business drivers. That’s why we’re excited to announce our expanded partnership with Yelp, which brings you preferred rates and a complimentary trial subscription for a Yelp Branded Profile.

For questions about your Branded Profile or our partnership with Yelp, please contact yelphelp@teleflora.com or call 866.983.3932.

*Free transmission fee on Floralapp orders placed between May 6, 2015 and January 5, 2016. Transmission fees will be credited on following clearinghouse statement.

apr/may 2015 | myteleflora news

• eFlorist Branded Profiles by Yelp have driven thousands of orders through florist websites, and even more via mobile and in-store.

• Yelp saw a 680,000 increase in search/page views for the search term “Florists” in February 2015, which was a 46% increase over 2014.

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TELEFLORA IN THE NEWS

TELEFLORA DELIVERS 3-IN-1 HOLIDAY WISHES! This past Valentine’s Day, Teleflora reached millions of consumers with it’s hand-arranged, florist-delivered difference appearing on major nationally-syndicated broadcast TV, radio stations, consumer media and web sites.

Among the coverage highlights includes Teleflora’s highly anticipated TV appearances on ABC’s “The View” and the CBS daytime talk show “The Talk”! Both segments WOWED and DAZZLED audiences with a stunning array of Teleflora Valentine’s Day floral bouquets. Our favorite Actor/Comedian Mario Cantone (he played Charlotte’s best friend “Anthony” on Sex and the City) personally hand-delivered Teleflora’s Sweet Embrace bouquet to the ladies of “The View,” and beautifully spotlighting the floral arrangement’s perfect 3-in-1 gift features, which is “professionally-arranged and hand-delivered by a local florist”.

CBS’s “The Talk” hosted a Valentine’s Day gifting segment with its Lifestyle Expert Chi-Lan Lieu, who touted Teleflora as her “favorite flower company that only works with local florists so you know that every single bouquet is professionally designed and then hand-delivered fully-arranged ready to delight.”

Teleflora’s Sweet Embrace Bouquet was once again hand-delivered by our favorite Actor/Comedian Mario Cantone (he played Charlotte’s best friend Anthony on Sex and the City) to the ladies of “The View”.

CBS “The Talk’s” Lifestyle Expert presented a stunning array of Teleflora’s Valentine’s Day bouquets were showcased on-air, including Teleflora’s Holiday Codified Bouquets.

Lifestyle expert Amy Sewell on the set of KCAL 9 (Los Angeles) going over the DOs and DON’Ts for Valentine’s Day featuring Teleflora bouquets.

myteleflora news | apr/may 2015

big thank you!

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The Teleflora PR team would like to thank the countless talented designers and florist shops within the Teleflora floral network that supported our media relations efforts this past Valentine’s Day. Catherine’s Gardens (Oak Forest, IL) Designs By Tammy Your Florist (Edmond, OK) Fort Lauderdale Florist (Ft. Lauderdale, FL) Kate’s Flower Shop (West Cape May, NJ) Lake Ridge Florist (Woodbridge, VA) Orland Florist – Garnet Hill (Orland, CA) Petals and Vines (Monmouth, OR)

Plano Florist (Plano, TX) Rosemount Floral (Rosemount, MN) Snohomish Flower (Snohomish, WA) University Flowers and Gifts (College Station, TX) Venetian Gardens (Celina, OH) Village Gardens (Blue Springs, MO)

TELEFLORA IN THE NEWS

TELEFLORA TURNS UP THE HEAT WITH THE “GET A ROOM” SWEEPSTAKES Finding that perfect gift for Valentine’s Day can be stressful, but Teleflora made it easy this year with its “Get a Room” Sweepstakes. With every purchase of Teleflora’s featured holiday codified bouquets, consumers were entered into a chance to win the dream room or “man cave” of their choice (valued at $10,000)!

The action didn’t stop with Teleflora.com as Teleflora florists with eFlorist websites also featured the sweepstakes on their websites as a way to help draw customers to purchase flowers from local Teleflora florists.

POSITIVE VALENTINE’S DAY NUMBERS Every holiday we strive to bring quality orders into the network through our consumer marketing efforts. One of the metrics that is a priority for the consumer marketing team is AOV. This Valentine’s Day, we hit an all-time record, beating our AOV from any previous holiday at $67.91! The merchandising strategy will continue to focus on higher-AOV arrangements to help bring profitable orders to you.

positive to negative social media comments

1:1

positive to negative social media comments

3.3%

67.91

$

all-time high

Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand. At every holiday and during the everyday period, we monitor social media to assess how consumers are talking about Teleflora, florists and the floral industry.

This Valentine’s Day, we saw an overwhelmingly positive response to Teleflora and member florists due to your dedication to quality and service. Our research found that we had 13 to 1 (positive to negative) comments on social networks compared to the average of other national floral companies who had 1 to 1 (positive to negative) comments.

apr/may 2015 | myteleflora news

13:1

other national floral companies

aov

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MOTHER’S DAY 2015

myteleflora news | apr/may 2015

SPECIAL NEWS AND TIPS F

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MOTHER’S DAY 2015

FOR MOTHER’S DAY 2015

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MOTHER’S DAY 2015 VALENTINE’S DAY 2015

Teleflora’s “Generations of Love” Mother’s Day Campaign celebrates Mom and the generations of great women before her.

Consumers create a beautiful Generations of Love card by visiting Teleflora’s Facebook page.

Consumers can choose from four templates to showcase their family generations.

+ myteleflora news | apr/may 2015

This Mother’s Day, we’re partnering with Ancestry.com, the word’s leading family history service to offer consumers a special Mother’s Day offer. When customers purchase Teleflora’s Beautiful Butterfly Bouquet or Teleflora’s Artful Elegance Bouquet, they will receive a free one month gift membership to Ancestry.com.

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Teleflora florists with eFlorist websites will also feature the special gift-with-purchase on their own websites when consumers purchase the featured Teleflora Mother’s Day bouquets.

Visit MyTeleflora.com for more information on this exciting promotion.

MOTHER’S DAY 2015

TELEFLORA CELEBRATES THE MANY GENERATIONAL FLORISTS THIS MOTHER’S DAY BY FEATURING SEVERAL SHOPS IN OUR CONSUMER CAMPAIGN. Escondido, CA

ROSEMARY-DUFF Rosemary Duff will be celebrating their 40th anniversary this year at their shop in Escondido. However, their family’s history in the floral business goes back to the 1940s when Rosemary Gornick began working in the floral industry as a designer.

After a successful career as a floral designer, in 1973 Rosemary opened up her own flower shop called Rosemary’s Floral on Grand Avenue with her sister Jocelynn (called Dolly around the shop), and Dolly’s husband Peter.

In 1976, the trio moved into a bigger space on Second Avenue, merging Duff Florist with Rosemary’s Floral, where they’ve remained to this day as Rosemary- Duff Florist. Their children grew up in the flower shop, and eventually started working there when they were old enough.

In 1988, Dolly’s daughters Luanne, Mary Ann, and Rozanne bought the shop from their parents and Aunt Rosemary, and a new generation made it’s way into Rosemary- Duff Florist. The entire family pitched in to make the business a success. Peter helped with the books, and Dolly and Rosemary continued to work in the shop as well until about 10 years ago.

These days, you’ll find Mary Ann, Luanne, and Rozanne working in the shop on a daily basis (with lots of help from everyone in the family as needed around holidays.) Peter still does the books every day, and grandchildren Lucy, Brian, Spencer, Jayson and Breanne actively participate in various parts of the business as well.

Houston, Texas

MEDICAL CENTER PARK PLAZA FLORIST Maria Munoz has worked at Medical Center Park Plaza florist since 1980, and in March of 1995 Maria and her husband Javier bought the flower shop, which would become their family business for many years to come. Park Plaza florist is located in a Medical Center, and they also have contracts with other hospitals in the Houston area.

apr/may 2015 | myteleflora news

Their daughter Yessenia started working in the shop in 1996, and even raised her daughter Brianna, now 14, at Park Plaza Florist.

Maria and Yessenia work each day in the shop, and Javier delivers arrangements regularly.

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MOTHER’S DAY 2015 VALENTINE’S DAY 2015

East McKeesport, PA

LEA’S FLORAL SHOP Lea’s Floral Shop is a fourth-generation shop in East McKeesport, Pennsylvania, opened in 1959 by Leo Lucarelli, who was later joined by his daughter, Anna Marie. They moved into their current location in 1974 and lived on the same block, allowing Anna Marie and Frank’s children to run back and forth between the house and shop. Those children Mary, Frankie, and Diane, grew up in the shop and developed a knack for the floral industry, eventually becoming part of the family business.

Today you’ll find Frank, Mary and Frankie in the shop daily, along with Mary’s children John and Mark.

Memphis, TN

MASON’S FLORIST After working in the floral industry for clients such as Elvis Presley, Irene Mason decided to open up her own flower shop in Memphis. Mason’s Florist opened its doors in 1977. Her children Gwen and John spent their childhood days at Mason’s, and started working in the shop once they became adults. They moved into their current location on Park Avenue in 1996.

myteleflora news | apr/may 2015

Currently, you’ll find two generations working in the shop. Irene, Gwen, and her husband David Hankins, as well as John and his wife Sandra Mason.

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MOTHER’S DAY 2015

Jackson, Michigan

BROWN FLORAL CO. Brown Floral first opened its doors in 1865 by Frederick “Fritz” Von Kempf and Clara Brown, business partners. In its heyday, 15 workers were employed by Brown Floral and more than 20,000 carnations were raised annually in their adjacent greenhouses.

Like with many businesses, the Great Depression was a difficult time for Brown Floral Co. Historic journals from March 1, 1933 read “everything is still at a standstill.” During that time, Brown Floral Co. employees worked for food or room and board. Customers used milk tickets as payment for flowers for funerals and other occasions.

In 1941, siblings Clara and Milton Kempf took over the family business. Milton’s son Robert came on board in 1939, obtaining his drivers license at age 14 during World War 2, so he could make deliveries.

Now, 150 years later, the fourth generation of Kempf’s family – sisters Chris Grostefon and Diana Jonas are still running the store.

Brown Floral Co is Jackson’s oldest business and Michigan’s oldest floral company still operated by the same family in its original location.

CELEBRATE YOUR LOVED ONES BY CREATING AND SHARING YOUR OWN GENERATIONAL PHOTO COLLAGE Visit Facebook.com/teleflora to create one.

apr/may 2015 | myteleflora news

CREATE PHOTO

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MOTHER’S DAY 2015

2015 PROJECTED BESTSELLERS To help you fill orders this holiday, Teleflora.com will begin to reduce the number of arrangements offered as the holiday gets closer, giving premium placement to codified products. The goal in reducing the number of arrangements is to give you as much flexibility as possible in filling orders as well as to assist you in selling through codified products.

The starting lineup of holiday arrangements features the new codified products including Teleflora’s Beautiful Butterfly Bouquet, Teleflora’s Artful Elegance Boquet, Teleflora’s Field Of Butterflies Keepsake Bouquet, and Teleflora’s Fill My Heart Bouquet. The new codified products are supported by a list of bestselling spring bouquets at a variety of price points – perfect for all customers.

For the full starting lineup of holiday arrangements featured on Teleflora.com, visit MyTeleflora.com/Mday_Toolbox.aspx.

Teleflora’s Sweet Embrace Bouquet (T15V100A)

2015 FEATURED CONTAINERS

myteleflora news | apr/may 2015

Customers will surely fall in love with Teleflora’s Mother’s Day keepsake containers. Our container lineup is incredibly versatile offering something for any type of customer. To view the full lineup of containers, visit MyTeleflora.com/Mday_Toolbox.aspx.

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Teleflora’s Beautiful Butterfly Vase (15M100)

Teleflora’s Artful Elegance Vase (15M200)

Teleflora’s Fill My Heart Pitcher (15M400) Teleflora’s Field Of Butterflies Keepsake Box (15M300)

MOTHER’S DAY 2015

2015 FLOWERS AND SUBSTITUTIONS Knowing what flowers you need during a big holiday like Mother’s Day will help you prepare for incoming orders. We’ve created a breakdown of the flowers needed to fill the Teleflora.com bouquet lineup, including both codified and additional bouquets featured in the Mother’s Day category. For the full list, visit MyTeleflora.com/MDay_Toolbox.aspx.

Rose

SUBSTITUTE: Comparable Color Roses; Spray Roses or Lisianthus of Comparable Color

Spray Roses

SUBSTITUTE: Comparable Color Spray Roses or Alstroemeria of Comparable Color

Carnation

SUBSTITUTE: Comparable Color Carnations or Miniature Carnations of Tulip Comparable Color SUBSTITUTE: Lisianthus, Ranunculus or Miniature Callas of Comparable Color

Alstroemeria

SUBSTITUTE: Comparable Color Alstroemeria; Asiatic Lilies or Spray Roses of Comparable Color

Chrysanthemum

SUBSTITUTE: Comparable Color Chrysanthemum; or another variety of Chrysanthemum of Comparable Color

Your one-stop online shop for Mother’s Day. SHOP NOW4

apr/may 2015 | myteleflora news

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MOTHER’S DAY 2015 VALENTINE’S DAY 2015

MOTHER’S DAY MERCHANDISING TIPS With Mother’s Day right around the corner, it is essential to display your Mother’s Day products in a way that is visually enticing to your customers. Follow these tips for a display that your customers will love.

Beautiful Butterfly Vase

The hand-glazed ceramic Beautiful Butterfly Vase is the perfect shade of rich lavender and features a beautifully crafted butterfly pendant elegantly set with faceted crystal clear glass on a silverplated chain – which will add just the right amount of sparkle and beauty to your Mother’s Day display! Display alone or with flowers and hang the poster from your FSG Kit nearby to be sure that the beauty of this 3-in-1 gift is not missed!

Artful Elegance Vase

Crafted in the tradition of fine Venetian glass, Teleflora’s Artful Elegance Vase is made of hand-blown art-glass – a fresh blend of contemporary color with classic design. Not only is this the perfect gift for every Mom this Mother’s Day but it is also perfect for year round gift giving on any occasion – like birthday or love & romance, just to name a few! Display these in your window or near the front of the shop as well as filled with a mixed bouquet or all lavender or white roses in the cooler display, ready for grab-andgo customers. Also, don’t forget to tell them about the unique quality and exclusive design of this breathtaking vase!

Field Of Butterflies Keepsake Box

Celebrate Mom with the overwhelming charm of the vintage-style scalloped ceramic Field Of Butterflies keepsake box with lid, artfully adorned with a lovely butterfly and hand-applied details. Set up a butterfly sanctuary jewelry display in your shop with these sweet keepsake boxes. Start by displaying the boxes on a vintage dresser or table top with jewelry if that’s part of your merchandise selection, or use fake pearls and have them spilling out of the boxes. You can also add any other beauty products or merchandise you have that would be appropriate for Mom and fits nicely in the box.

After January 23, 2015, we cannot guarantee any custom template changes, development of new sites or the registration of new URLs.

Fill My Heart Pitcher myteleflora news | jan/feb apr/may2015 2015

Custom products must be submitted before January 30, 2015. We cannot guarantee requests for custom product

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Adorned with a hand-applied vintage French country botanical additions or changes after January 30, 2015. motif, Teleflora’s Exclusive Fill My Heart ceramic pitcher is the perfect complement to a Mother’s Day bouquet or even Everyday!

Most other changes, such as price or delivery fee adjustments, can be guaranteed if submitted by February 6, 2015.

Be sure to display this pitcher with flowers in your cooler but also keep them front and center in your shop. This food-safe pitcher is the perfect size and shape for entertaining so display these on a table top with other vintage inspired tabletop merchandise and be sure to keep one at the register with a plate of cookies next to it - that will be a conversation piece that is sure to be admired!

MOTHER’S DAY 2015

IN-STORE MARKETING MATERIALS Promote your shop and product offerings this Mother’s Day with the eye catching posters included in the Mother’s Day FSG Update Kit.

Mother’s Day Posters

Promote your shop and product offerings this Mother’s Day with the eye catching posters included in this FSG Update Kit. We’ve included three posters to help you sell more this holiday. Our bestselling bouquets and our catchy headlines will be sure to get the attention of potential customers. Use them to promote products in your store or help remind customers that your shop is the best place to shop for Mother’s Day.

Mother’s Day Counter Book Pages

Remove the 2015 Valentine’s Day and Spring pages from the “What’s New” section and replace with the new Mother’s Day pages.

Mother’s Day Workbook Pages

Remove the 2015 Valentine’s Day and Spring pages from the “What’s New” section and replace with the new Mother’s Day pages for quick and easy referencing.

Counter Mat Insert

Mother’s Day Florist Exclusive Workbook Pages

Included in this kit is a set of counter book pages for our new Florist Exclusive Arrangements for Mother’s Day, and Father’s Day. For more information, visit MyTeleflora.com/ FloristExclusives.aspx.

apr/may 2015 | myteleflora news

Use your Mother’s Day collection insert now!

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MOTHER’S DAY 2015

SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

APRIL 2 0 1 5 1

2

April Fools Day

Clean shop

4

Flowerbuyer.com Holiday Auction

5

6

Pre-book MDay flowers, hardgoods and supplies

Easter

12

13

Merchandise store for MDay

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8

9

20

Flowerbuyer.com Holiday Auction

14

eFlorist Mother’s Day Category Activated

Flowerbuyer.com Holiday Auction

15

Professional Secretaries Day

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22

23

Flowerbuyer.com Holiday Auction

27 Upload custom MDay SKUs on your eFlorist site

APRIL

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checklist

Clean Shop Forecast Mother’s Day Sales Procure Hardgoods, Flowers, Gifts Merchandise Store for Mother’s Day Merchandise eFlorist Website

myteleflora news | apr/may 2015

Mother’s Day Bouquet Selection

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Schedule Staff

eFlorist Mother’s Day Email Campaign Begins

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18

Confirm MDay temps and Delivery Drivers

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25

Flowerbuyer.com Holiday Auction

29

30

Send MDay direct mail Flowerbuyer.com Holiday Auction

16

Flowerbuyer.com Holiday Auction

MDay prep staff meeting

26

11

Prep MDay selling sheets

Flowerbuyer.com Holiday Auction

19

10

Start MDay email campaign Flowerbuyer.com Holiday Auction

EFLORIST IMPORTANT DEADLINES: Make sure you’re prepared for the big day by getting your eFlorist website ready now. Use eSAT to make immediate changes, or contact eFlorist Support to have changes made for you. Please keep the following deadlines in mind: After April 17, 2015, we cannot guarantee any custom template changes, development of new sites or the registration of new URLs. Custom products must be submitted before April 24, 2015.

We cannot guarantee requests for custom product additions or changes after April 24.

Most other changes, such as price or delivery fee adjustments, can be guaranteed if submitted by May 4, 2015.

For a more detailed schedule of eFlorist Email activity, please visit esat.myteleflora.com.

MOTHER’S DAY 2015

SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

MAY 2 0 1 5 1

2

May Day Clean and prep vases for MDay

3

4

10

5

6

7

8

Cinco de Mayo

Facebook, Tweet, Blog behind the scenes MDay bouquet creation

Post MDay bouquet collection on Facebook

Clean vases for MDay

eFlorist Mother’s Day Email Campaign Ends

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30

11

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The big day is here! Good luck!

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Replace MDay merchandising with Everyday bouquets

eFlorist Summer Category Activated

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26

eFlorist Father’s Day Category Activated

eFlorist Mother’s Day Email Campaign Ends

9

Email coupon to first time MDay customers

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31

MAY

checklist

Make Bows, Fill Water Tubes Train Employees Green Containers Process Flowers, Tape Vases Fill Bouquet Recipes Fill Balloons

Post-Mother’sv Day Sales Analysis

Let us know!

Teleflora is making special efforts to route orders to your shop on Sunday, May 10 for Mother’s Day, ensuring your shop receives every order possible.

If you plan to be open and accepting orders on Mother’s Day, we need to hear from you!

Please visit MyTeleflora.com or call 800.569.8302.

apr/may 2015 | myteleflora news

Create Delivery File/Will Call Process

OPEN ON MOTHER’S DAY?

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