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mercury

2015

F E B R U A R Y

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What’s Inside Earn Scholarships to Industry-Leading Events Page 2 Promote Your Shop with Enhanced Listings Page 4 NEW! FTD Can Post On & Monitor Your Social Sites Page 6

The FTD® Pink Exuberance™ Bouquet by Better Homes and Gardens® (15-M4d)


Letter From Tom

Earn a Scholarship from F TD FTD Florists and their employees can earn scholarships to industry-leading business and design events through FTD University! Ten $1,000 scholarships are available to first-time participants interested in attending: SAF Convention AIFD National Symposium

Dear FTD Florists, I am excited about the new ways FTD is able to help you grow and improve your local business! With the Provide Commerce acquisition completed, FTD has the ability to attract a wider complement of consumers into our floral and gifting business, driving more orders. And, we have greater resources to help our members succeed, including:

FTD Boot Camp To earn a scholarship, applicants must fill out a registration form and respond to five short-answer essay questions at FTDi.com/FTDUniversity.

Application deadline is April 1, 2015. Submit your application at FTDi.com/FTDUniversity today.

Additional Order Volume & Average Order Values

Drive More Spring & Mother’s Day Orders

Almost 70% of FTD.com orders are filled by FTD Florists each year with order values averaging over $68. We expect to generate significantly more orders for the FTD network starting in July. Those orders will also provide you with new customers to market to locally.

Get on a path to more orders for Spring and Mother’s Day with the 2015 Exclusives Collection. The vibrant collection of sophisticated arrangements is sure to delight and inspire moms everywhere.

Co-Op Advertising Dollars to Drive Local Business Our new co-op advertising program goes live in March, providing a monetary credit for eligible advertising materials co-branded with the FTD logo, just in time to help drive Mother’s Day business locally. Learn more at FTDi.com/CoopAdvertising.

March 17 is codification deadline! The FTD® Touch of Spring® Bouquet (15-S1d)

Call your FTD® Marketplace™ Representative today at 800.767.4000 for pricing and details.

Manage & Grow Your Business Our “best-in-class” Mercury Technology remains our top priority, offering you new ways to manage and grow your business. Increase shop efficiency with FTD® Mercury® Retail ToGo, a smartphone app that quickly processes cash-and-carry sales anywhere.

Support Women’s Day on March 8

Reduce Your Costs of Goods FTD Flower Exchange offers first-time buyers a 10% discount on floral purchases and aggressive pricing on volume purchases year-round. Plus, improve order profitability with bulk purchasing on glassware and baskets from FTD® Marketplace™.

International Women’s Day, observed annually on March 8, is a day to honor and celebrate the achievements of women around the world. Drive business to your shop and increase awareness for this holiday with prepared posters, online and social media banners and more.

The FTD® Spring Garden® Bouquet (15-M2d)

As we continue integrating the FTD and Provide Commerce businesses, our support and dedication to our member florists will only get stronger. For more information, please contact your Field Business Consultant at 800.788.9000. Thank you for your continued partnership.

Executive Vice President, Florist Division

You can trust sending your next order FTD.

The FTD® Radiant™ Bouquet (15-M6d)

Visit FTDi.com/LocalMarketing to download your FREE marketing materials.


Celebrating F TD Florists

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A. LuAnn and Carl Schwab of Blooms & Bears Florist and Gifts in Irvine, CA, received an award for their Meritorious Service, Leadership and Exemplary Contributions to the Floral Industry by the California State Floral Association. Congrats! B. Congratulations to Green Thumb Florist in Wood Dale, IL, for celebrating 25 years as an FTD Florist. C. FTD Master Florist George Proffitt, owner of Ice House Flowers in Coventry, RI, has kept his doors open 365 days a year for the past 40 years; delighting his customers even on Christmas! D. FTD is excited to announce that the US competitor for the 2015 Fleurop-Interflora World Cup is FTD Education Consultant Jacob McCall AIFD. This prestigious international design competition will be held in Berlin, Germany, June 11-13. E. Congratulations to Donnolo’s Florist Gourmet & Winery in Downington, PA, for celebrating their 40th anniversary in business this year. F. FTD Education Consultant Deborah De La Flor AIFD presented “Put Some Pizzazz in Your Everyday Work” with florists at the Iowa Florists’ Association Convention. G. Deborah De La Flor AIFD teaches how to boost everyday business with exquisite designs at the Iowa Florists’ Association Convention. H. Please join us in congratulating Macres Florist in Santa Ana, CA on their 80th anniversary in business.

Maximize Your Shop’s Visibility The FTD Featured Florist Program is a great way to maximize your shop’s exposure for florist-to-florist orders. With only four listings per city available, your shop can be prominently showcased in the Featured Florist Directory available at FTDi.com and sent out monthly via email. Plus, you will receive a customizable graphic icon to help increase your visibility on Florist Link. Call your National Marketing Consultant at 800.788.9000 to sign up.


Increase Website Traffic Through F TDFlorists.c om FTDFlorists.com is newly enhanced to drive additional paid traffic to participating florist’s websites. The online directory allows consumers to quickly retrieve a listing of neighborhood FTD Florists in their search area. FTD manages marketing tactics in order to drive orders to your business.

Enhancements include:

NEW!

Platinum Plus listings will include a full page, which allows for additional shop information

Each listing will feature image links to your website to drive orders

Additional traffic to sites due to the

SEO-friendly and mobile-ready design

FTDFlorists.com mobile app is available through app stores

User-friendly Bing maps to help

consumers locate your shop with ease Call FTD Florist Online Gold Support at 866.926.5197 to learn more.

Save Big on Everyday Essentials

Register Now for F TD Boot Camp

Take advantage of new savings on everyday essentials from Syndicate Sales. Purchase 15 or more cases (mix & match) of qualifying Syndicate Sales products in the One Stop Shop Catalog and receive a 10%-25% quantity discount on your total order. To find qualifying products, look for item numbers ending with LTL. Plus, FTD now offers you greater accessibility and flexibility with the ability to purchase single cases of Syndicate Sales products.

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.

6 1/2" Gathering Vase Item # 4102-12-09LTL

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6" Rose Bowl Item # C967LTL

March 23-25, 2015 August 3-5, 20151 October 5-7, 20151

#1 Rated course!

Early-bird rates still available.

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www.ftdi.com

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6" Grecian urn Item # 5465-12-09LTL

Learn more and register at FTDi.com/FTDUniversity today.

Call your FTD® Marketplace™ Representative at 800.767.4000 for pricing and details. 4


Florist Spotlight: Ferguson’s F Lower Gallery Ferguson’s Flower Gallery located in Pomona, CA, prides itself on offering its customers a large selection of high-end flowers and gifts. Owner Connie Ferguson is always looking for new ways to stand out from her competition and market her shop for success. The shop has offered the Vera Wang Wedding Program to its customers since it began in 2012. FTD spoke with Connie about how her business has benefited from this exclusive program.

How do you engage brides when they come in your shop to capture their business? CF: We let brides know that we are a premiere event florist specializing in weddings, events, parties, etc. using marketing collateral and merchandising displays. What is most important to keep in mind when working with a bride? CF: Listen to your bride! Their wedding is a special day and they need to have confidence in you. You are a Vera Wang Wedding florist; how do you utilize the elite brand to upsell to brides? CF: The Vera Wang name alone speaks “high end,” so when they see the beautiful Vera Wang designs, it creates an immediate “wow” factor. How does the Vera Wang Wedding Selections Guide and marketing kit help you upsell to brides? CF: It is nice to give a take-away, so we hand out Vera Wang brochures to all potential customers. What are some of the ways your shop promotes your Vera Wang and other wedding offerings? CF: It is important to prepare and bring customers into the store, so we attend numerous bridal shows. We do not rely solely on walk-ins. At the shows, we hand out bridal books and marketing collateral with our shop information to keep us top of mind.

www.ftdi.com

How do you merchandise your Vera Wang Wedding offerings so brides know you offer the high-end brand? CF: We create a display showcasing Vera Wang products throughout the year. We display all the vases, signage and brochures and adjust accordingly for each season.

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“This program provides florists the opportunity to reach out to new customers who are looking for something uniquely different.” Ferguson’s Flower Gallery

Ferguson’s Flower Gallery updates their Vera Wang merchandising display several times a year. This vignette features vintage-inspired wedding items keeping on-trend with “vintage couture.”

What is the biggest benefit for Ferguson’s Flower Gallery as a Vera Wang Wedding Florist? CF: The Vera Wang Wedding Program helps set us apart from other florists. We are known for being a high-end florist. Why should other florists take advantage of the Vera Wang Wedding program? CF: Businesses constantly need to reinvent their product lines. This program provides florists the opportunity to reach out to new customers who are looking for something uniquely different.

Interested in the Vera Wang Wedding Program? Contact your National Marketing Consultant at 800.788.9000 or visit FTDi.com/VeraWang.


Education & Events Calendar March 6-8, 2015 Grand Rapids, MI Great Lakes Floral Expo Michigan Floral Association www.michiganfloral.org

EVERYDAY

Featured FTD Design Program: “Seasons in the Sun” presented by FTD Education Consultant Jeff Corbin AIFD

March 6-8, 2015 Pine Mountain, GA Georgia State Florist Association Convention Georgia State Florist Association www.georgiastateflorist.com

FTD Education Consultant Ian Prosser AIFD (far right) presents his exquisite wedding designs at leading industry events.

March 9-10, 2015 Washington, D.C. Society of American Florists Congressional Action Days Society of American Florists www.safnow.org

March 24, 2015 Texas Floral Showcase Texas State Florists’ Association www.tsfa.org

March 13-15, 2015 South Dakota Florists Association Convention Patience Pickner 605-234-6365

March 27-29, 2015 Decatur, IL Illinois State Florists’ Association Conference Illinois State Florists’ Association www.isfaflorists.com

Pierre, SD

Featured FTD Design Program: “Passion for Sympathy” presented by FTD Education Consultant Randy Wooten AIFD

SYMPATHY

March 14-15, 2015 Groton, CT Northeast Floral Expo Connecticut Florists Association www.northeastfloralexpo.com

EVERYDAY

Featured FTD Design Program: “Everyday Inspirations” presented by FTD Education Consultant Tina Coker AIFD

March 20-22, 2015 Green Bay, WI Wisconsin & Upper Michigan Florists Association Convention Wisconsin & Upper Michigan Florists Association www.wumfa.org Featured FTD Design Program: “Passion for Sympathy” presented by FTD Education Consultant Randy Wooten AIFD

SYMPATHY

EVERYDAY

Temple, TX

Featured FTD Design Program: “Design in Designs” presented by FTD Education Consultant Randy Wooten AIFD

March 29, 2015 Niagara Falls, ON Niagara International Association of Florists Annual Design Show Niagara International Association of Florists www.niaflorists.org

Check out the 2015 education and events calendar at FTDi.com/FTDUniversity.

Let F TD Post On & Monitor Your Social Sites Sign up for FTD Market for You and let us customize a marketing plan for your shop to achieve your sales and marketing goals. Choose from two program tiers to reach your target audience!

NEW!

Features: Posting on Twitter and Facebook business accounts  onsulting and tracking for C Facebook, Twitter and Pinterest

CONNECT WITH US: www.FTDi.com

Creation and management of email campaigns

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800.788.9000

facebook.com/MercuryNetwork

56% of Americans check Facebook daily

Learn about more exciting features at FTDi.com/MarketforYou. 1. Source: Business 2 Community

FTD Mercury Messenger - February 2015  
FTD Mercury Messenger - February 2015