EX P R ES S I O N S O F F LOW E R S
CHARLIE JORDAN MATCHES AMBITION, ACCOMPLISHMENTS
MARKETING CHRISTMAS IN JULY: LOOKING AT SEASONAL DECORATIONS
ON THE EDGE THROWING A WINE TASTING PARTY CAN BRING PEOPLE IN
WHAT’S INSIDE V O L . 1 N O . 1 0 | J U LY 2 0 1 0
Mark Nance, AAF President, BloomNet PUBLISHER
BloomNet, Inc. www.MyBloomNet.net (866) 256-6663 MANAGING EDITOR
Lisa Carmichael ASSOCIATE EDITORS
Fred Russell John Parkinson ART DIRECTO R
Shane Hickey CONTRIBUTING WRITER
>>>Cover: One of Napco’s decorative oﬀerings for this holiday season.
Lydia Toth Ted Marlowe Jerry Rosalia floriology is published monthly by BloomNet, Inc. Printed in the United States, Copyright 2010. All rights reserved. No material contained herein may be reproduced without the consent of the publisher or editor. Permission to reproduce portions of this publication should be obtained through BloomNet, Inc. Publications. All statements are those of the person making the statement or claim. The publisher does not adopt any statement or claim as its own and any statement or claim does not necessarily reflect the opinion of the publisher. Although published material is intended to be accurate, neither floriology nor any other party will assume liability for loss or damage as a result of reliance on this material.
floriology | July 2010
Opinions expressed are not necessarily those of BloomNet, Inc.
Annual Subscription Rate is $71.88 (plus applicable tax) in U.S. and Canada.
By the Stats
Out and About
DESIGN CENTER: On the Edge
Combating the “in lieu of flowers” phrase; and a preview of the Fresh Forum.
Forecasting sales for this Christmas holiday season.
BloomNet florists’ designs and highlights from state shows.
Will e-mail be replaced as the main means of electronic communication?
Julie McCann shows you how to throw a Napa Valley Style party!
Charlie Jordan shares his thoughts on staying up on contemporary designs and creating newer marketing opportunities
DESIGN CENTER: Back to Basics
Frank Brice shows how to keep summer “cool” by creating an ice cream arrangement.
Innovator of the Month
Yankee Candle and BloomNet “meld” together.
Jeanie Hinton markets b-day parties for her shop.
Theresa Hahn is headed to Hawaii thanks to her marketing know-how!
THE COFFEE POT
THANKS DONALD! I got the new floriology. The information is great! I love it so much. All the photos and articles were fascinating! I really enjoyed it. Thank you for sharing. DONALD YIM, AIFD ~ Creative Director at West Van Florist, West Vancouver, BC
YOU TOO MICKEY! Petal Pusher Diva’z has been with BloomNet now for about 2 weeks, and we are hopeful it will be a blessing to us in the summer months. I have taken a peek of your archived articles, and can honestly say “Petal Pusher Diva’z loves floriology.” I personally love all the great tips that other florists share with the magazine, and somehow feel connected with them. Thanks for providing such a great and wonderful publication! We will sign up for the magazine sometime next week. MICKEY LONG ~ Owner of Petal Pusher Diva’z, El Cajon, Calif.
The floriology team wants to hear from you! Send your opinions and comments to firstname.lastname@example.org. We want to know if we’re doing a good job!
WHAT’S ON TAP ● OHIO FLORIST ASSOCIATION SHORT COURSE (Columbus) . . . . .July 10 - 13 ● INTERNATIONAL GIFT & HOME FURNISHINGS AMERICASMART (Atlanta, Ga) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .July 14 - 21 ● OKLAHOMA STATE FLORISTS’ ASSOCIATION SUMMER CONFERENCE (Tulsa) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .July 17 - 18 ● TEXAS STATE 97TH ANNUAL CONVENTION (San Marcos) . . . . . .July 23 -25 ● LOUISIANA ANNUAL CONVENTION (Alexandria) . . . . . . . . . . . . .July 24 - 25 ● ARIZONA STATE FLORIST EXPO (Phoenix) . . . . . . . . . . . . . . . . . . . .July 24 - 25 ● SOUTH CAROLINA FLORIST ASSOCIATION CONVENTION (Columbia) . . . . . . . . . . . . . . . . . . . . .July 23 -25 ● BLOOMNET FRESH FORUM (Jacksonville, Fla.) . . . . . . . . . . . . . . . .July 31 - Aug 1 ● NEBRASKA HEARTLAND FLORAL CONVENTION (Omaha) . . . . . .July 31 - Aug 1 ● TENNESSEE STATE FLORIST 58TH ANNUAL CONVENTION (Franklin) . . . . . . . . . . . . . . . . . . . . . . . . . . .Aug 6 - 8 ● WESTEXAS NEW MEXICO ANNUAL CONVENTION (Lubbock, Texas) . . . . . . . . . . . . . . . . . . . .Aug 6 - 8 ● NORTH CAROLINA STATE ANNUAL CONVENTION (Greensboro) . . . . . . . . . . . . . . . . . . . . . . .Aug 13 - 15
MAKING YOUR LIST
AND CHECKING IT TWICE
Retail sales for the 2010 Christmas season are predicted to rise nearly 4% above 2009 levels.* And that comes after a 3.6% increase for 2009 versus a dismal 2008.** Certainly, it appears that things are going from bad, to stabilized, to dare I say “the new normal.” With that in mind, now’s the time to make a list of ways to help ensure a successful holiday season. One area to concentrate on is purchasing. The summer is a good time to buy holiday product. Don’t be afraid to negotiate hard and look for deals where you can pay later, enabling your Christmas order volume to cover purchase costs. Make sure to ask how to secure free shipping, too. And speaking of product, as home décor again gains in popularity, think about carrying more Christmas accessories. Something else to add to your list is a Point-of-Sale system. Versatile POS technologies can help you prepare for the holidays very productively by automating tasks such as entering orders, capturing customer information and providing better financial reporting Some other suggestions: If you haven’t started social networking, why not get the word out about your business using Facebook and Twitter? You might also want to roll-out local marketing programs (POS is a big help here!), including direct mail, as well as conduct open houses to bring customers in and get them familiar with your shop and your product line. I hope you enjoy our Christmas issue, and have a wonderful summer!
● INDEPENDENT GARDEN CENTER SHOW (Chicago, Ill.) . . . . . . . .Aug 17 - 19
● SOUTHERN RETAIL FLORIST ANNUAL CONVENTION (CONCORD) . . . . . . . . . . . . . . . . . . . . . . . .Aug 27 - 29
Visit www.MyBloomNet.net to find industry links floral trade shows!
Mark Nance, AAF President SOURCES:
*Moody’s Economy.com **MasterCard SpendingPulse
July 2010 | floriology
● ARKANSAS FLORISTS CONVENTION & FLORAL GIFT MARKET (Hot Springs) . . . . . . . . . . . . . . . . . . . . . . . . .Aug 19 - 22
AWARDS, SHOWS, ADVOCACY
IN LIEU OF THIS PHRASE, PLEASE USE...
Finding alternative language and solutions to the “in lieu of flowers” phrase
VALUE SAVER osing business due to miscommunication is probably a lot more common than we think. Take for instance the phrase, “in lieu of flowers, send your donations to XYZ.” For those who may only be slightly familiar with the phrase, the “in lieu of flowers” phrase is language used by funeral directors for death notices to appear in newspapers. Often the phrase is written innocently as a way to honor the family’s wishes to make a Six Flags amusement parks offer a donation to a favorite charity or research foundation. discount to BloomNet florists While this may be done for innocuous reasons, it can hurt florists, partially because this particular language suggests mourners send donations in place of flowers— loomNet has teamed with Six Flags, Inc. even though mourners may still wish to send on a great program that will allow Bloomflowers. Clay Atchison, owner of McAdams Net florist’s substantial savings off the Floral in Victoria, Texas, says this ambigumain gate prices with “print and go” tickity is cause for concern. “There are a lot ets so you don’t have to wait in line to purof people that have confusion about chase tickets. Start planning your Summer Vacations what ‘in lieu of flowers’ means,” exnow, this offer is for all Six Flags Parks nationwide! plains Clay.“ When I talk to people here, they ask, ‘does that really mean I • To access your special tickets go to: can’t send anything?’” shopsixflags.accesso.com/clients/ He has decided to take on the phrase sixflags/affiliate/index.php?m=13991 and the greater issue associated with it by • Simply enter username: developing a website, www.inlieuofflowers.info 1800FLOWERS and the to provide some information and resources for • Password: SixFlags15 but mourners who Google the term; funeral directors who write the please remember the password death notices; and florists who are looking for alternative phrases to is case sensitive. use. There are some replacement phrases on the site, and examples include: “memorials may be made to the charity CONFERENCE PREP of your choice” or “Should friends desire, contributions may be sent to…” The idea, according to Clay, is to get Design, Best Practices, Shopping & Community away from the use of the language, “in lieu of flowers” and for florists to work more closely with their funeral direcor those who are in need to get away and have a working vacay, BloomNet is tors. Clay takes it upon himself to keep sponsoring the Fresh Forum, which is being hosted at Napco’s Jacksonville, Fla., an open ongoing dialogue going with headquarters. The informal yet informative educational seminars will give you a his local funeral directors and have the chance to learn from industry leaders and network with peers in this weekend extravagive and take that is needed in any ganza. Fresh Forum will be held on July 31 and August 1. Napco’s design team will give business relationship. “It’s like a marinsights into the Spring and Garden trends including the season’s colors, textures, and riage. You just have to work with container shapes. Bill Taylor, AIFD, will demonstrate some designs for Valentine’s Day, them,” explains Clay. “When we have Spring, and everyday usage. There will be a seminar on gift basket trends and Sunday deliveries, I’ll deliver it myself, custom print solutions as well as VIP showroom shopping. For more info, you can and it gets me a little face time with e-mail BloomNet at email@example.com or call 1-800-322-2421 Ext. 553. the funeral director.”
PREPARING FOR A GREAT ADVENTURE
floriology | July 2010
H O L I D AY F O R E C A S T I N G
CHEER? RETAILERS EXPECTED TO WRAP-UP HIGHER SALES FOR 2010 HOLIDAYS
BY THE STATS by Mike Pucci
have a large gourmet department and we do a tremendous amount of fruit baskets,” he explains. Christmas accessories are also expected to be solid sellers this coming holiday season. Pine arrangements, wreaths, trees, figurations and other decorations will likely make up a large percentage of 2010 holiday revenues for retail florists. AMBITIOUS PLANS
Naturally, promotional activity will be an integral part of the Christmas 2010 sales push for most florists. Again this year, as a way of widening exposure for his business, Skip and the Rutland Beard Floral Group will get heavily involved in decorating for local holiday parades, festivals and tree lightings. “We are also planning to continue our ‘Mystery Gift Card ProCould the upcoming holiday season be minus the Scrooge mengram’ which has been very successful in the past,” adds Skip. “We tality we started seeing nearly three long years ago? The general have a Santa Bag full of gift cards in our store, and people pull out feeling is yes, things are definitely ima card with a mystery value between proving and the outlook for this year’s $5 and $50.” They then sign-up for holiday period comes complete with Rutland Beard’s mailing list, providing the statistics to support such optimism. their name, email address and date of birth. During their birthday month they can redeem the card. “We get a lot of POSITIVE VIBES card redemption and a lot of leads “Last year, for the 2009 Christmas seafrom this promotion,” declares Skip. son, we saw a 6% increase in sales verMr. Alan’s The Original Florist will sus 2008,” states Skip Paal, owner of make its annual holiday open house a Rutland Beard Floral Group based in promotional focal point. The event is Baltimore, Md. “We’re hoping to see scheduled for the weekend before at least a 6% increase for 2010.” Good Thanksgiving. “A lot of people say news, to be sure. And there’s more. they start their Christmas spirit by We all know that unemployment has coming to our store,” exclaims Alan. been a major culprit fueling the stubThe shop is beautifully decorated with bornness of this recession. However, all the trimmings. “Many people things are perking up. “We’ve seen come and take pictures and use them some staff being hired back at corporaas their Christmas card.” tions here,” says Marcia Schaaf, owner At Schaaf Floral, Marcia will concenof Schaaf Floral in Fridley, Minn. “I’m ❋ Sales for the 2010 holiday shopping season trate on direct mail and newspaper an optimist, we plan for the best...we are forecasted to rise about 4% vs. 2009* advertising. She will also email plan for increases every year. I think ❋ U.S. retail sales overall are predicted to incoupons to customers. Above all for this will be a better year than last.” crease 2.5% in 2010 compared to 2009** the 2010 holiday selling season, she ❋ Americans’ perceptions of their financial will emphasize what differentiates her IN-DEMAND PRODUCTS situation rose to 82.9% in June 2010, the as a local retail florist. “We have qualMost economic experts would agree highest since March 2008.*** ity products for the money, we have that consumer purchasing attitudes great value, we have great customer have shifted during this economic SOURCES: *Moody’s Economy.com **National Retail Federation *** University of Michigan “Guage of Current Conditions” service...and all that serves us well,” downturn. “People are buying more says Marcia. functional products,” continues Marcia. “Our gourmet baskets, especially food, are selling well.” Marcia anticipates that gift baskets will continue to be high on her customers’ buying lists for the 2010 holidays. Take advantage of the latest retail sales trends this holiday “Our Yankee Candle line is very, very popular,” says Alan with BloomNet products NEW Yankee Candle, Gift Baskets Cohen of Mr. Alan’s The Original Florist in Brick, N.J. Additionally, & Custom Print Programs! Go to www.mybloomnet.net, e-mail similar to what Marcia has seen at Schaaf Floral, Alan has also obBloomNet at firstname.lastname@example.org or call 1-800-322-2421 Ext. 553. served an increase in demand for food-related products. “We
July 2010 | floriology
OUT AND ABOUT
B L O O M N E T TA K E S T O T H E R O A D
Stephen Lenzovich, general manager of retail and franchise operations, of the 1-800-Flowers.com Bethpage Facility gives a tour to Undercover Boss star Jose Rosado. Jose is still on pace to become the youngest 1-800-Flowers.com retail store owner!
BloomNet Regional Vice President, Monica Vaccari and Market Area Consultant Russell Belshe at the President’s Dinner Gala and Awards Ceremony at the Florida State annual convention. BloomNet was a sponsor for the Thomas Hartman Foundation for Parkinson’s Disease “Cure for Sure” dinner held June 22nd at the Crest Hollow Country Club in Woodbury, N.Y. Pictured from left to right is Steve Bozzo, CIO of 1-800-Flowers.com, Mark Nance, AAF, president of BloomNet and Marc Cole, key account manager at 1-800Flowers.com.
floriology | July 2010
BloomNet sponsored Brita Edlbauer’s, AIFD, FSMD, “Floral Artistry” at the Florida State annual convention held June 11 – 13 at the Palm Beach Gardens Marriott in Palm Springs, Fla.
This picture was sent in by Melissa Green from Village Florist in Miami, Fla. She says she made six of these for a customer who was throwing her Maltese a “puppy shower.”
This beautiful holiday arrangement was used for a holiday house tour. It was submitted by Jenna Lloyd from O’Malley’s Floral Expressions in Woburn, Mass.
D E C K T H E W A L L S — R E A L LY
What’s New in Christmas Decorations WHILE IT IS JUST JULY, IT’S NEVER TOO EARLY TO THINK DECORATIONS by John Parkinson
t may be sunny and hot outside your shop right now, but before you know it, the seasons will change and the holidays will be upon us. In thinking about the Christmas holiday season, your shop along with many others will be stocking their stores full of complementary decorations and items to go wih their floral purchases. “Christmas is the holiday for decorations,” asserts Robert Keith, design manager for Napco Marketing. Robert believes this year will be a return to traditional holiday themes with nativities, angels, and the American style Santa Claus ornaments. “It’s a move away from ‘high-fashion’ themes, and a revival of the ‘classic-American’ Christmas.”
In terms of color schemes, Robert sees rich reds, golds, and chocolate browns being one of the major color schemes. The products themselves will often have writing on them using expressions of season’s greetings, and they will have graphics like snowflakes, Christmas tree silhouettes, and patterns of gold and reds. Jewels and sparkle will also figure heavily in this year’s Christmas colors themes. “We see a renewed interest in jeweled and ‘sparkly’ accents (as ornaments) for this season,” says Robert. “Rich colors accented with jewel-tones will be very popular.” For florists who are decorating their shops for the holidays, Robert suggests using the walls to display holiday items and seasonal scenes to tell the story. “Make use of more accessories, wall art, ornaments, and signage to ‘brand’ your displays,” says Robert. “Use every available space in your store to ‘creatively sell’ your displays. Remember that good signage, and graphics help to bring a theme or display together, and tell the customer what the story is. It’s all about additional sales.” To find out more about Napco’s seasonal decorations and holiday ornaments, go to www.Napcoimports.com.
>>> This year’s decorations will be a return to classic themes and looks.
E-mail: Losing its Foothold
With new technologies taking over, the old standby is waning Let’s also not forget about the mobile revolution. These days, we’re all connected wherever we are. In addition to delivering onthe-go access to social networks, smart phones offer the convenience of texting and instant messaging. Which may be another way of saying “why wait for an email when the message can come almost immediately?” What do the above developments mean for retail florists? Simply put, opportunity. Yes, e-mail could eventually be headed for the great cyber resting place in the sky. However right now, it’s still very viable...so continue using it. Most important, complement your email marketing efforts and power-up the visibility of your business by adding a social media presence. And, further increase customer contact with the latest mobile apps. In other words, embrace it all...and you’re almost certain to generate more sales potential.
July 2010 | floriology
ccording to Gartner, Inc. (www.gartner.com), a technology research and advisory company, by the year 2014 social networking services will replace e-mail as the primary communications vehicle among 20 percent of business users. Indeed, social media sites including Twitter and Facebook are changing the way the world keeps in touch – a trend supported by The Nielsen Company (www.nielsen.com), a leading consumer research firm. Nielsen has reported that the number of social media users jumped 31% between 2008 and 2009. And it doesn’t end there. Exciting new technologies, such as Google Wave (www.googlewave.com), are enabling users to exchange richly formatted text, photos and videos in real-time simply by dragging and dropping from their desktops into an online “Wave” space.
ON THE EDGE
by Fred Russell
Wine-tasting HOSTING A
Marketing your store through an open house type celebration
floriology | July 2010
In last month’s Out & About section of floriology you saw a couple images of a wine tasting party 1800-Flowers.com hosted at the Carle Place, N.Y. retail store. In the pictures you could see everyone having a grand time and those responsible for throwing the party made sure there was plenty of entertainment. It was equally as fun, when floriology visited with Julie McCann, senior vice president of product development-photography, Laraine D’Elia, visual manager, Andrea Anzo, floral stylist, and Mon-
>>>(from l-r) Monica Fleming, studio assistant; Laraine D’Elia, visual manager; Erin Maestas public relations associate manager; Julie McCann senior vice president of product development/photography; Teresa Madtes, Studio Manager; and Andrea Anzo, ﬂoral stylist
ica Fleming, studio assistant—the ladies responsible for the fresh floral presentation for the event. For the party, the first thing the ladies had to do was decide on a theme for the party. Since it was a wine tasting event they decided to use rustic vignettes to create that vintage look and feel of a sunny afternoon in Napa Valley’s wine country. The ladies only had a short time to prepare and started pulling things from their garages and basements to start creating the landscape for the festivi-
ties. Many of the materials like the soda crate and barrel (pictured on the next page) came from flea markets across New England and had that weathered, country look to complete the settings. They used fabrics to coordinate with colors of the flowers and the props and even picked out foods like red onions to complement the surroundings. “The more fun you have putting all the elements together, the better it will turn out,” says Julie. To add to the ambiance they hired a musician. They accomplished just what they set out to do—everyone felt like they were in a northern Californian vineyard. “Once you have music, wine, food, and flowers it becomes a party!” adds Julie. Julie recommends making sure you have plenty of help. Have your employees and some family “work the floor” and engage customers in conversations so they feel welcomed. It will also give you the time to mingle. After throwing such a party, you now have deepened your relationship with your customers and they will feel like they’re coming to a friend when they see you. Julie says it’s viral marketing at its best. They go home and tell all their friends how much fun they had and how great your store is. Julie recommends throwing at least three parties a year, and channel it towards an upcoming holiday. This way you can educate customers on all of your products. Also, get other businesses involved. Talk to your local bakery, cheese company, and wine store. It’s a great place for them to reach customers and you can provide them with the space to hold it.
Soda box arranged with Burgundy Dahlia, Godetia, and Leucadendron.
Barrel filled with Lilac, Hydrangea, Viburnum and Hanging Green Amaranthus.
July 2010 | floriology
Glass vase with cork filler and wild colorful garden varieties
by Fred Russell
Whether it is going into business “cold turkey” or providing the floral arrangements for a major furniture expo, Charlie Jordan, AIFD, NCCPS, stays creative as a designer and courageous as a shop owner.
floriology | July 2010
The High Point Market Authority hosts the International Home Furnishing Mart twice a year in High Point, N.C. each spring and fall. It is the world’s most comprehensive furnishings selection and includes more products than all other markets combined. Major home furnishing manufacturers assemble from all over the world to showcase their furnishings in million dollar showrooms to present their merchandise in the best light possible. To accent the artistry, floral arrangements are brought in to complete the masterpiece. That’s when Charlie Jordan, AIFD, NCCPS owner of Jordan House of Flowers & Interiors in Greensboro, N.C., steps into the picture. The Mart searches out designers with certain styles such as European, tropical and English garden styles. “The flowers must match the era and elegance of the room impeccably to achieve the perfect ambiance,” says Charlie. Each room usually contains three to seven arrangements and must be spot on to accomplish just what the manufacturer is looking for. Charlie has been working the marts for 22 years now. “Every market is ahead of the game in color, they are showing the latest trends and are about a year ahead of everyone else,” says Charlie. “Its certainly has helped our busi-
ness, because I’ve been able to get a jump on what color trends will be popular.” By being involved and working with the interior designers he has been able to gear his product purchases to what he knows will be popular with his customers. By being associated to the events twice a year Charlie’s customers know they will have access to most cutting edge, forward-looking products. Some of the trends Charlie is banking on being all the rage this Christmas are peacock designs and ornaments. Also jewel tones mixed in with the greens and blues of the peacock feathers will be popular. “We’re also doing a lot of chocolate tones this year and adding in copper tones, especially in our tree designs,” says Charlie. He also does a lot of Christmas tree design for his clientele. Charlie’s work has also been featured in Veranda magazine and he has designed for Elizabeth Taylor, Joni Mitchell and Prince. He served as President of the North Carolina State Association and is on the Southern Retail Conference board. Besides his passion for staying on top of the trends, Charlie has been able to run a very successful business so floriology decided to chat with him to find out what he’s been up to.
● HOW DID YOU GET STARTED? I was trying to find a career path in college and started out studying pharmacy and switched to German, which didn’t take, which spurred me into the floral industry. I paid for school by working in a flower shop and the
FAST FACTS Owners:
Charlie Jordan, AIFD, NCCPA Shop:
Jordan House of Flowers & Interiors Location:
Greensboro, NC Year Established:
5 Full Time
of roses with business cards attached. The phones start to light up within an hour, plus we get calls from ladies later in the day or a few days later that are so thankful—it’s the small things that can really make someone’s day and future customers. We also started a program with a local bank chain with 20 locations. We provided them with different silk arrangements and each month we pick them up and rotate them to the different locations so they always have something new. We did this for free starting out to get our name out there and eventually made it a very profitable program. ● WHAT HAVE YOU ACCOMPLISHED AND WHAT WOULD YOU STILL LIKE TO ACCOMPLISH?
owner’s wife really took me in and I soon fell in love with the industry. I opened my first store cold turkey and I was very young. I didn’t know all the elements of design, but it was in my blood. My friends and family pushed me through it and I’ve been in business for more than 30 years now. PHOTOGRAPHY BY BILL BROERE
was hard to get people to take us seriously. I even grew a beard to look older. It was hard to pull a customer base together, but it eventually all came together. I now have a much more diversified staff and the whole design team is AIFD certified and we’re dedicated to put out quality work to people.
● WHAT’S BEEN YOUR BIGGEST
The biggest challenge was getting started and to get known in the industry. I was 27, but looked like I was 20 and the whole staff was young so it
● DISCUSS PARTICULAR BUSINESS STRATEGIES THAT HAVE BEEN SUCCESSFUL.
One of the best things we do is actually go out to local businesses and office buildings and pass out hundreds
● WHAT MAKES YOUR BUSINESS UNIQUE?
I think our designers make our business unique. Everyone comes in wanting a “one of a kind” arrangement and somehow we continue to come up with them. We stay on top by attending all the state shows and AIFD symposiums. A lot of it comes naturally, but without the education you can only do so much. Everything is always evolving and it’s a good way to keep up with everything that’s on the market.
July 2010 | floriology
CHALLENGE AND HOW DID YOU OVERCOME IT?
The thing I am most proud of is that after 30 years in business we have a level of respect from our community for our floral designs and the way we run our business. I would also like to get my PFCI certification through SAF. I’ve traveled all over the country doing design shows and want to become a better public speaker.
BACK TO BASICS
by Fred Russell
DAIRY NICE Arrangement Frank Brice, AIFD PFCI designs one of this year’s coolest arrangements
Designer: Frank Brice, AIFD , PFCI Experience: 40 years
floriology | July 2010
Exposure/Awards: Design work featured in Professional Floral Design, Modern Bride, Florist Magazine, Michigan State Florist Magazine and John Henry’s Hot Display and Weddings as well as numerous wire service selection guides.
One of BloomNet’s featured designers in many state association shows and the design council.
Frank Brice of Raos Mattydale Flower Shop in Syracuse, N.Y. says, “eye appeal is buy appeal.” This ice cream cone arrangement, which uses real cones unquestionably, draws attention from clientele. Frank’s intention with this arrangement was to get away from the “roundy moundy” style and do something different and lighthearted. It has a playful, whimsical element, which creates a cheerful mood that anyone would love to receive and the best part is that its “low calorie,” jokes Frank! “The hot pink and green color combination is very popular and fun. The contrast between the pink polka-dot bows and plaid green container creates an interesting dynamic,” says Frank. Frank suggests the arrangement could be sold as a standalone throughout the summer as a party favor. It would also be a great gift to give someone hosting a summer barbecue or afternoon get together. It would be great for a kid’s birthday party or for a girl’s sweet sixteen party. It’s an arrangement a designer could use a lot of imagination and have fun with. “Instead of using the button poms you could use an artificial cherry or strawberry,” adds Frank. You could also use adhesive and add real sprinkles or use glitter or confetti to enhance. “Take it a step further and add mini candy bars or lollipops,” boasts Frank. In the construction of the design, it’s important to use a container that has some weight to it. “You could even use a clay pot,” says Frank. He adds that if you know the recipient is a big fan of certain flavor or brand of ice cream, you could use an empty carton and place a liner inside to create a container. Just make sure to place something inside to weigh it down. The carnations are kept on their natural stem, wired from under the calyx to the bottom and then the stems are placed into the wet foam to draw water. The wire goes through the bottom of the cone into the foam. The hardest part of the whole arrangement, besides not eating the cone is cutting the hole at the bottom without breaking it. The bow is multipurpose as it not only adds the design element, but also has a mechanical purpose because it disguises the wire and also holds the cone in place so it doesn’t slide. Once your customers get a taste of this arrangement they will definitely be back in line for seconds!
Ice Cream Carnations
❋ FRESH Green Carnations, Pink Carnations, Green Button Poms, Yellow Button Poms, yellow Daisies, Baby’s Breath and Myrtle ❋ HARD GOODS Pink and White Polka Dot Bow, Purple Ribbon, Sugar Cones and plaid fabric textured container (NAPCO item 63749) ❋ RETAIL PRICE $44.99
July 2010 | floriology
I L L U M I N AT I N G O P P O R T U N I T I E S
by Fred Russell
BRIGHT Future Together Napco and The Yankee Candle Company begin a partnership
his month Napco and The Yankee Candle Company announced an agreement making Napco the exclusive provider of Yankee products in the retail floral category. “It’s a big advantage to our BloomNet florists because it allows them full access to the Yankee Candle lines through Napco without worrying about minimum quantities, and allows them to apply the costs to their BloomNet clearinghouse account,” says Ted Nelson, BloomNet vice president of product and services. Point-of-Purchase materials, as well as customized postcards and brochures for direct mail marketing are available. Yankee Candle Company Founder Mike Kittredge was 17 years old and found himself without enough money to buy his mother a Christmas present.
floriology | July 2010
fragrances hitting for the holidays this year include Holiday Garland and Winter Wonderland. “Christmas Cookie is an iconic fragrance and Sparkling Cinnamon, Sparkling Snow, and Balsam & Cedar are holiday must haves,” exclaims Margot Williamson, national account director for Yankee.“For each season, we come up with a new line of scents. Forty-two percent of our customers are looking for something new so staying on top of trends is key.” Margot mentions that customers get interested in buying candles as the seasons change. People want fragrances that they associate with that time of year. “Our Fall 2010 new fragrance line-up is built upon American traditions, like baking apple pies with Mom and warm cran“For each season, we come up with berry orange muffins and new line of scents. Forty-two percent of weekends at the lodge in the mountains,” says our customers are looking for something Margot. “When the new so staying on top of trends is key.” leaves start turning and the air gets cooler, they He decided to melt crayons together light their Spiced Pumpkin candle and to create a candle for a present. A it completes the feeling of the seaneighbor saw the candle and conson.” Some of the new fragrances for vinced him to make one for her—from this fall are Apple Cider, Cranberry Orthere is where Yankee Candle was ange, and Mountain Lodge. born. After 41 years, the company has Margot says they categorize the fra44% of the market share. Just like flow- grances into four groups, which are ers, one of Yankee’s busiest times of fruit, food and spice, floral, and fresh. year is the holidays. Some of the new Fresh would include scents such as
Our “Undercover Boss” superstar Pauline Lodato came up with a creative way to incorporate the Yankee Candle product with fresh ﬂoral. She says it a great gift, in fact she’s partnered with a local real estate company for housewarming presents.
Sun and Sand™, Clean Cotton™ and Midsummer’s Nights™. Margot suggests “having several of each fragrance in your store is a good idea so you have something for everybody.” Candle displays can be a destination in your store, bringing an added element to your business.
For more info on Napco’s exclusive Yankee Candle program for Bloomnet florists go to www.bloomnet.net or call 1-866-BloomNet.
INNOVATOR OF THE MONTH
BOOKING BIRTHDAY PARTIES Jeanie Hinton is making these an incremental part of her business
t was a cold day in January 2007 in Mankato, Minn., when Jeanie Hinton of Flowers by Jeanie had an In novator unexpected request from one of her customers. of the MONT A mom walked into her store and asked if she July 2010H would host her daughter’s 7th birthday party. “The thought of kids running wildly through my store was a little more than bone chilling!” says Jeanie. After a couple of slow Saturdays and some thought, she convinced herself to give it a whirl. “We snacked on birthday cake and each child arranged flowers in a terra cotta pot,” says Jeanie. She was able to share her passion for flowers with the future designers and had a great time! A second request came and a third and then a fourth and now she has booked more than 30 birthdays! Jeanie promotes her birthday parties with innovative radio spots and creative window displays. She also tries to do as many “career days” at schools as possible and promotes her birthday parties while there. “We feel this has become such a hit that for all the school fundraiser donations we donate an accessory package for a birthday party.” Jeanie will receive a $250 check from BloomNet, designer’s kit, and is entered into a Luxury Included® vacation for two to a Sandals Resort! Submit ideas to email@example.com.
HAVE A GIFT FOR GIFT BASKETS PUMP UP YOUR SALES THIS HOLIDAY SEASON
ith the economy rebounding, corporate gift giving will likely gain renewed momentum for the 2010 holidays. And that means gift baskets will be on many lists. “A gift basket makes a statement, yet it’s practical, the food can be shared with others in the office, the container or basket can also be used for other purposes.” says Nancy Hamlin, vice president of marketing for 1-800Baskets.com®. The choices in gift baskets run the gamut from cheeses and meats, to baked goods, chocolates and nuts to specially-themed baskets targeted at everyone from sports fans to wine aficionados. There are also many non-food-related baskets to choose from. FAccording to Nancy recommends one study done listing each basket’s comby gift basket ponents, so your cusconsultants Sweet tomers know what they’re Survival, the gift getting. Also, because basket industry in many people can be unthe U.S. reached sure in selecting an ap$3.3 billion in propriate corporate gift, sales in 2008. it’s a good idea to offer suggestions about whom would be the best recipient for certain baskets. For example, you might suggest: “this basket is perfect for the client who’s a ‘gourmet foodie,’ and that one’s ideal for the hard-to-impress executive who also enjoys baseball.” As for the coming season’s trends, Nancy explains, “We see a preference for quality food products that might be recognizable to the recipient, such as Godiva® chocolates, Brown & Haley® candy, Fannie May® chocolates.”
We’ve all walked into businesses in early fall and think “Christmas already?” The truth is retailers are just catering to the shopping patterns shown by consumers over the years. So don’t wait because you think it’s too early; start displaying your Christmas items and specials when shoppers are looking for those first deals of the season! Share your tips with us by sending them to firstname.lastname@example.org.
July 2010 | floriology
Marketing Tip of the Month GET AN EARLY START Most people start thinking about Christmas and the holiday season in the weeks between Halloween Fand Thanksgiving. That’s when your holiday displays should be put up and your promotions should be posted on your website.
floriology | July 2010
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BLOOMNET IN THE COMMUNITY
A HAWAIIAN HONEYMOON – 20 YEARS LATER “Theresa, how would you like to go to Hawaii?” asked Mark Nance, AAF, president of BloomNet, calling to congratulate Theresa Hahn and her husband, David, for winning the Mother’s Day Spot A Mom sweepstakes and an all-expenses paid trip to Waikiki beach. It took a few moments of letting the news settle into Theresa’s brain and then she became very excited and very vocal. “I started screaming and jumping up and down, and the girls in the shop said, ‘what is going on?’ Yeah I thought I would love a trip to Hawaii, but I never thought I would win,” says Theresa on receiving word she won. The contest had been set up so flower shop customers would send in their entries to BloomNet telling stories about how much their moms meant to them, and in doing so identify the flower shop code, so individual stores would get credit for the stories. At the end of the contest, Theresa and David had been chosen as the winners. In recent years, Theresa and David had been taking vacation trips, and with their 20th anniversary coming up next year, they were planning to go somewhere really special. They decided upon, ironically enough, Hawaii. Yet, they still had to save for next year, and they were just beginning to do that when they got the call from Mark. Theresa attributes her winning to her ongoing relationship with a local restaurant franchisee and a continuous marketing campaign through his restaurants. Theresa and David’s shop, The Finishing Touch in Fredericksburg, Va., have an agreement where every 10 days they design the floral for the small vases that sit on the tables of the franchisee’s four local restaurants at cost. In return, Theresa and David attach their own personalized marketing message for the shop. Not only has it brought in everything from wedding and funeral arrangement business, Theresa says this type of high-visibility, low-cost marketing campaign helped her get to the Aloha state. Because of her existing relationship with the franchisee, she was in the process of developing a flyer for the shop, so she decided to add instructions for the spot a mom website along with her shop code, and restaurant employees handed them out at the drive through. She estimates there were 5,000 flyers designed with the contest info on them. Thanks in large part to their ingenuity, Theresa and David are packing their bags to celebrate their 20th anniversary as they are planning to go Waikiki this September. Congrats to Theresa and David!
>>> Theresa Hahn and her
husband David plan to mark their big anniversary on Waikiki beach.
July 2010 floriolgy