2020
VALENTINE'S DAY SUCCESS GUIDE
PRODUCT TRENDS
XOXO SWEETHEART | K7V
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10 BEST SELLERS
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SOCIAL MEDIA
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PA I D SE A RCH
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JANUARY Mon
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Wed
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Fri
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Merchandising
Display merchandising items from your Petals FSG Update Kit
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Projected Best Sellers
Finalize your lineup – See Petal's projected Best Sellers on p.7
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Prep
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Valentine's Day prep – Staff Meeting
FEBRUARY Mon
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Social Media
Post, Tweet and blog behind-thescenes Valentine's Day bouquet creations
Galentine's Day
Post a cute Galentine's Day Bouquet for best friends!
Happy Valentine's Day
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TR EN D S See the trends behind our bouquets
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ASK A FLORIST Petal’s partner florists share their business strategies
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GOOGLE Your guide to Google’s paid search
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OPERATIONS Prepare for the holiday rush
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Trends SILKY, SATIN, AND RED
MERCHANDISING TIP: Keep the stunning combination of ruby red and sage green blooms in a romantic setting. Deep, luxurious colours mixed with silky fabric. XOXO Sweetheart K7V
ARTISANAL AFFECTIONS
MERCHANDISING TIP: Love is in the air! Highlight this beautiful colour palette in your shop by cutting out heart shapes out of tissue paper to display. Blushing Roses R19
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2 0 2 0 VA L E N T I N E ' S D AY S U C C E S S G U I D E
PRETTY IN PEARL
MERCHANDISING TIP: Display with a floral pattern tea set to showcase this arrangement as the perfect addition to a high tea. Fancy Love V18
LOVE'S TRUE COLORS
Fall in Love R28
MERCHANDISING TIP: Pull out all of the stops this Valentine's Day with red roses and ribbons! Showcase your ribbon skills by putting several bow options out on display! Customers can choose their favourite.
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Ask a Florist What’s the best advice you’ve been given for Valentine’s Day? You can never be too ready for Valentine’s Day! Create mixed bouquets for your shop (other than standard red roses), so that customers can just pop in and choose something ready to go! Sometimes customers can’t visualise a bouquet, and it's easier for them to see something already put together. And much faster for you on a busy day like Valentine’s! SIMONE S.
What’s the best advice you would give to a new shop for Valentine’s Day? My best advice is to be prepared. Make sure you have plenty of stock, sundries, and delivery drivers on hand. Make your boxes, ribbons up in advance. Stock lots of soft toys and always a couple of very large ones as some blokes like to outdo their work mates. RONNIE O.
Do you have a different strategy for a Friday Valentine’s Day? Looking back on our notes, Friday hasn’t been as busy due to customers going away for a romantic weekend. We also didn’t get follow-up orders next day for those who had forgotten the holiday. Many customers celebrate in different ways due to weekend. We won’t have the following day to get rid of flowers, so buy accordingly for one day. Market Wednesday for early orders Friday, so by the time Monday comes flowers need tipping. Less is more! GLENYS S.
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Projected 2020 Best Sellers
True Beauty R20
Fall in Love R28
Blushing Roses R19
XOXO Sweetheart K7V
Love Letters V16
Eternal Love V15V
The One and Only R29
Roses For You R24
Fancy Love V18
Beautiful Love V13V
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Florist Feature: Flower Bar Fridays Owner and Lead Designer Deanna Grant of The Bloomtique in Cameron, MO, gained walk-in traffic and new business with a new feature event: Flower Bar Friday. Deanna has a Master's in Education and uses this event to combine her two loves—teaching and floral design. Customers can make their own bouquet while Deanna guides them through the process and provides information about the flowers, care guidance, and design help. "Flower Bar Fridays brings in walk-ins, weekly regulars, and friend groups," said Deanna. "People say it's way more fun than a painting class!"
THE CONCEPT BYOB ("Build Your Own Bouquet")—The Bloomtique has containers to purchase or you can bring your own container.
THE RESULT Deanna has expanded her clientele and booked weddings due to the weekly Friday event. In 2020, she's expanding to include bouquet making parties. She said they are creating radio advertisements for corporate events, private parties, and even bridal parties where a bride and bridesmaids can make centerpieces for a wedding.
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eFlorist's Guide to Google What is Paid Search?
You can purchase ads on search engines, like Google, to drive customers to your website.
How do Google Ads Work?
Once you create a Google Ads account, choose keywords you want to target. Then, set the highest price you are willing to pay for a single click of your advertisementâ&#x20AC;&#x201D;this is called cost per click (CPC). The average (CPC) can be <$1 during non-holiday periods. Your bid is compared to other advertisers' bids on the same keyword for placement on Google.
TIP #1: Link your advertisement to a web page with relevant material and provide the same price or offer as the advertisement.
TIP #2: Show relevant and original content that helps users complete their tasks. Make sure the landing page is easy to navigate.
TIP #3: Run a price promotion advertisement to persuade new shoppers to click on your ad instead of a competitor's ad. Test multiple offers to find out which receives the most clicks and delivers the best profits.
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Get Your Shop Holiday Ready
Now is the perfect time to prepare for Valentine’s Day!
Valentine's Day Prep: SECURE ORDERS: Send your customers email reminders encouraging them to place their Valentine’s Day orders at least two weeks prior to the holiday.
AUTOMATE SOCIAL MEDIA POSTS: Schedule your Valentine’s Day Post ahead of time to avoid forgetting during the holiday!
CONFIRM BUSINESS HOURS: If you have changed your shop’s trading hours, please contact our membership team at membership@petalsnetwork.com.
Valentine's Day Rush: REJECT ORDERS WITHIN 30 MINUTES: Petals doesn’t penalize you for refusing an order, but please reject it within 30 minutes, so that another shop can pick up the order. Not responding to an order results in a “time-out” fee.
SEND DELIVERY CONFIRMATIONS: Today, customers expect to receive a confirmation after the delivery has been made. Delivery confirmations are an easy way to ensure customer satisfaction. Send your delivery confirmation via order messaging on the Petals Exchange.
Support: AT CAPACITY? When you reach your order capacity, close yourself off via the Petals Exchange or email hq@petalsnetwork.com.
NEED HELP? Simply send Petals a message through the Petals Exchange or email hq@petalsnetwork.com, and we’ll have support contact you.
Fancy Love V18
HELPFUL CONTACT NUMBERS Customer Service AU:
1800 802 035 hq@petalsnetwork.com
Dial Options:
1 – Place an Order 2 – Existing Order Enquiry 3 – Membership team or email membership@petalsnetwork.com 4 – Accounts Team or email accounts@petalsnetwork.com 5 – eFlorist Website Team or email eflorist@petalsnetwork.com 6 – Keepsake Team or email keepsakes@petalsnetwork.com 7 – Petals Exchange Technical Team or email helpdesk@petalsnetwork.com 8 – Point of Sale Support Team or email possupport@petalsnetwork.com For Quality Complaints Team, please email quality@petalsnetwork.com