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What’s Inside New! FTD to Launch New Luxury Collection™ Page 2 NEW! Print Enclosure Cards with Mercury Direct Plus Page 4 Jacob McCall AIFD Reflects on World Cup Experience Page 5

The FTD® Beyond Brilliant™ Luxury Bouquet (LX158s) Delivered SRP $159.99

Letter from Tom

Increase Average Order Values with the New F TD Luxury C ollection™ A stunning, newly designed collection of luxury arrangements featuring a series of colored and clear glass vases will be available starting in September for fulfillment exclusively by Quality Star florists. The luxurious, high-quality containers will add value to each arrangement and were designed to make deliveries with ease. This gorgeous new collection will be a great way to increase your average order values.

Dear FTD Florists, I am excited about the opportunities our members have had this year, and even more so of what we still have in store. From more value-added benefits to the florist network from the Provide Commerce synergies, to brand new ways to drive orders and manage your business, FTD has greater resources to help you succeed!

New! Luxury Collection™ to Boost Order Values The FTD Luxury Collection will re-launch in September featuring five new containers and high-end designs that will give florists an additional opportunity to receive high-valued orders. The collection will be widely promoted to consumers and will range in price from $99.99 to $334.99.

New! Mercury Direct Plus Now Available

Perfect for special occasion orders! Call your FTD® Marketplace™ Representative at 800.788.9000 for more information.

Bottom: The FTD® Blushing Extravagance™ Luxury Bouquet (LX159d)

Striking New Sympathy FSG & P OP Kit Arriving Now The 2015 FTD Sympathy Floral Selections Guide (FSG), filled with nearly 200 new, innovative designs, will ship to all FTD member shops in August. The beautiful tabletop display is the perfect tool to help customers easily select flowers that celebrate their loved one. A workbook with the product recipes is included. All FTD Florists will receive the Sympathy FSG as a part of membership. Plus, the FTD Fall & Winter 2015 Point-of-Purchase (POP) kits will also be delivered to your shop in August. Attract more customers and potentially increase sales with these beautifully designed in-store merchandising materials featuring FTD codified exclusives.

FTD spends millions of dollars annually on technology advancements. Our latest investment will benefit Mercury Direct users by offering advanced new features in our Mercury Direct Plus platform, including printing enclosure cards. The FREE download of the new version is available at

P lease do not reject shipment! Questions? Contact FTD® Member Services at 800.788.9000.

New! Additional Order Volume for FTD Florists

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FTD began sending incremental orders into the florist network on July 1, which is one of many value-added benefits for member florists as a result of the Provide Commerce acquisition. The vast majority of the incremental orders will be sent in non-holiday periods.


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For more information about these or the many other opportunities FTD has to offer, please contact FTD Member Services at 800.788.9000. Stay tuned for more florist-friendly programs coming soon!

Executive Vice President, Florist Division

Top: The FTD® Sweetly Stunning™ Luxury Bouquet (LX155d)

Get Paid to Advertise

The FTD Co-op Advertising Program provides a 50% monetary reimbursement up to $2,500 ($3,000 in Canada) for eligible advertising materials co-branded with the FTD logo in 2015. Fall and Christmas holiday advertising is the perfect time to use the co-op dollars available to all FTD Florists.




©2015 Florists

’ Transworld

You can trust sending your next order FTD.

Delivery Inc.

Printed in the

USA. #92747

Learn more at

Celebrating F TD Florists













A. Congrats to Smith Floral & Greenhouses in Lansing, MI, for being named Retailer of the Year by the Michigan Floral Association! Owner Charlie Smith’s shop has also been recognized as one of the top five businesses in Lansing’s “Top of the Town” rankings. B. Greg Beck (left), owner of Becks Florist in Peoria, IL, accepts the shop’s Top Sender plaque from FTD Vice President of National Accounts Ed Cronin (right). C. Mike Devlin (left) and Craig Wambolt (right), owners of The Frugal Flower in Sudbury, MA, accept the shop’s Top Sender plaque from FTD Regional Vice President Jim Weedon (center). D. FTD Vice President of National Accounts, Ed Cronin (right), presents a Top Sender plaque to owners Roy and Jane Sabo and daughter Jennifer Sabo-Vis (left), owners of Sunnyslope Floral in Grandville, MI. E. Graceland Florist owner Joe Edwards (left) receives the shop’s Top Partner plaque from FTD Regional Vice President Jim Weedon (right). The shop is located in Mount Vernon, NY. F. FTD Regional Vice President Jim Weedon (left) and FTD Vice President of National Accounts Ed Cronin (right), present an FTD Top Partner plaque to Bob Yedowitz (center), owner of Emil Yedowitz Florist in Yonkers, NY. G. The staff at Appleblossoms located in Spencer, MA, proudly displays their FTD Top Partner plaque. H. Bill (left) and Marilyn Tandy (center), owners of Countryside Flowers Inc. located in Joplin, MO, accept their FTD Top Partner plaque from FTD Field Business Consultant John Calhoun (right). I. Congratulations to Dierbergs Florist and Gifts for celebrating 25 years as an FTD Member. FTD Account Executive Diana Ferguson (right) presents an anniversary plaque to Dierbergs Floral Director Michelle Anderson (left) in St. Louis, MO. J. Golden Blossom Flowers & Gifts located in Chicopee, MA proudly accepts their FTD Top Partner plaque. K. FTD Field Business Consultant Joe Arbona (left) presents Tom (right) and Linda (center) Chau, owners of Anna’s Flowers in Houston, TX with the shop’s FTD Top Partner plaque. L. Dorothy Garlington and her son Dave (right), owners of Garlington Florist, Inc. in New Bedford, MA, receive the shop’s FTD Top Partner plaque.

Two Business-Building Webinars Remain in 2015


The FTD webinar series is a collection of FREE educational presentations available online to help you increase your sales and profits, while reducing your costs. Trend Watch 2016 Presented by FTD Education Consultant Kristine Kratt AIFD Tuesday, October 20, 2015 5 pm EDT/2 PM PDT

For webinar descriptions and to register, visit

Trade Secrets of Successful Retailers Presented by Dan Jablons Owner, Retail Smart Guys Tuesday, December 8, 2015 5 pm EST/2 PM PST

Attention Mercury Direct Users: New Software Available Now FREE!

FTD is pleased to announce the latest technology innovation from FTD — Mercury Direct Plus. The newly enhanced software provides the same intuitive solution for connecting to the Mercury Network that Mercury Direct users are used to, with value-added features, such as the ability to print enclosure cards, helping you run your florist-to-florist and local business more efficiently.

Features: Tri-fold enclosure card printing includes shop logo and contact information An updated dashboard with quick links to your messages, help and more A direct link to the FTD Confirm website for delivery confirmations Automatic software updates Customizable abbreviation codes A faster processor for more reliable messaging

Visit for step-by-step instructions to download Mercury Direct Plus for FREE.

Register Now for F TD Boot Camp

F TD's Average Order Value is $70—Don't Miss Out Get on a path to more orders with the 2015 Fall & Winter Exclusives Collection. The graceful and fun collection of on-trend containers, perfect to reuse for everday occasions, is just what the consumer ordered.

The FTD® You're Special™ Bouquet (15-F1d)

The three-day workshop, instructed by FTD Education Consultant Ann Jordan AIFD, will offer you countless tips and ideas about how to drive local business to your shop, fine-tune your design techniques and market your business for success.

October 5-7, 2015

Last Chance in 2015!

Learn more and register at today.

The FTD® Holiday Celebrations® Bouquet (15-C1d)

Call your FTD® Marketplace™ Representative at 800.767.4000 to place your order today. 4

Florist Spotlight: 14th Interf lora World Cup Design C ompetition Jacob McCall AIFD was selected in February to represent FTD and the United States in the prestigious 2015 Interflora World Cup design competition in June. Held every five years, the competition is open to designers who represent countries that are a part of FTD’s worldwide network of florists. Once selected, Jacob prepared to represent the U.S. against 25 other accomplished floral artists from around the world. FTD spoke with Jacob about the once-in-a-lifetime experience when he returned to the U.S. What was the most difficult part of the competition? JM: The most difficult part of the competition was the unexpected heat. We were told that the arena would be cool and the temperature would be comfortable. However, an unexpected heat wave hit Berlin the week of the World Cup. None of the venues had any cooling systems, so you can imagine how the fresh floral looked after a day or so! What did you learn from this experience? JM: I learned to be proud! I was among the best designers in the world and I had the opportunity to demonstrate my skills. Throughout the week in Berlin, it was surreal to witness so much emotion by all of the competitors. We were all so proud of each other for being able to have the guts to compete.

“Being appointed by FTD as the U.S. competitor...was a dream come true� Jacob McCall AIFD

FTD Education Consultant Jacob McCall AIFD was the U.S. competitor appointed by FTD in the 14th Interflora World Cup.


What was it like to represent FTD and the U.S. in the most prestigious floral design competition in the world? JM: Being appointed by FTD as the U.S. competitor in the Interflora World Cup and being in Berlin for the competition was a dream come true. Many years of competing and refining my skills led to that moment and it was awesome! How was preparing for this experience different from any other competition? JM: The logistics of getting my props and supplies to Germany was the biggest difference since it was an international competition. Making sure the shipment was transported without being damaged and getting through customs added another level of planning. I also knew that my designs needed to stand out among the multitude of competitors vying for the title of champion. Having unique, creative props to accentuate my floral design was key to standing out.

What would you recommend to other floral designers that might be interested in competing? JM: Bright colors, as well as organic designs that featured items I have never seen in floral design before, like bones, horns and textiles, used as a water source. It was interesting to see what countries used for color combinations. I must say, the U.S., Great Britain and Netherlands were spot-on for color trends using a citrus color palette, featuring orange and yellow accented with eggplant. What kind of new design trends did you pick up from the other competitors? JM: Compete! Do not just stand back and watch competitions, but get involved! Many years ago, I was pushed to compete and it changed my life. It is important that the floral industry supports competitions because that is how designers can learn new techniques and trends.

Check out more competition photos at

Education & Events Calendar Sept. 9-12, 2015 Amelia Island, FL Society of American Florists Annual Convention Society of American Florists Sept. 11-13, 2015 Las Cruces, NM New Mexico State Florist Association Convention Esther Davis 575-430-4554 Sept. 12-13, 2015 Jamestown, ND North Dakota State Florists Association Convention Gretchen Barnick 701-251-2030 Sept. 13, 2015 Iowa City, IA Iowa Florists’ Association Convention Iowa Florists’ Association Sept. 30, 2015 Lubbock, TX Texas Floral Showcase Texas State Florists’ Association

Oct. 2-4, 2015 Great Falls, MT Montana Florists Association Convention Montana Florists Association FTD Design Program: WEDDING Featured “From Everyday Ordinary to Everyday Extraordinary,” presented by FTD Education Consultant Ian Prosser AIFD Oct. 3-5, 2015 San Antonio, TX National Alliance of Floral Associations Conference National Alliance of Floral Associations

Oct. 10-11, 2015 Sacramento, CA Calif Flora 2015 California State Floral Association FTD Design Program: sympathy Featured “Passion for Sympathy,” presented by FTD Education Consultant Randy Wooten AIFD Oct. 10-11, 2015 Omaha, NE Heartland Convention Nebraska Florists Society

Check out the 2015 education and events calendar at

Don’t Lose Customers Due to Incorrect Business Listings FTD eBiz Marketing can prevent lost sales and drive orders to your shop by updating your business information in an instant on 40+ local and national directories reaching 150 million monthly users1.

Missing an FTD logo for your storefront?

of local searches online return incorrect information impacting search engine results and potential sales2.

Contact your FTD Field Business Consultant at 800.788.9000. CONNECT WITH US: | 800.788.9000

Incorrect business listings cost $10 billion a year in lost sales2.

of people that search for a local business make a purchase within a few hours3.

The Mercury Network will be blogging soon! Stay tuned for our latest social site dedicated to helping f lorists.

Want to check your listings? FTD will do a FREE scan to review your listings for accuracy. Contact FTD® Florists Online at 866.926.5197 to request your FREE review today. Sources: 1Yext YouTube Video, March 2013, April 2014 3Televox

FTD Mercury Messenger - August 2015