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mercury messenger February 2016


Increase Average Order Values with a Sympathy Combo Pack PG. 2

Earn a $1,000 Scholarship for Education PG. 2

Florist Spotlight—FTD Market for You PG. 5

The FTD® Community GardenTM Bouquet by Better Homes and Gardens® (HG4p) DSRP $69.99

what's new

Letter from Tom

SMART sympathy


Dear FTD Florists, As we begin a new year of partnership, I want to thank you for your trust, support and confidence in FTD. In a recent survey of our florist members, respondents overwhelmingly rated FTD as the industry leader, with membership satisfaction up double-digits compared to the prior year. Key member benefits, such as a strong worldwide network, quality fulfillment, leading Mercury Technology and customer service, received the highest scores. This significant improvement is important to us because our #1 goal is to create win-win partnerships with each of you and help you grow your local business. Profitable Incoming Orders In the survey results, you shared with us that profitable incoming orders are important. I am pleased to announce that FTD’s average order value is approaching $70, the highest among all national companies. Increasing the volume of high-value orders has been a key strategy. We have achieved this goal by: • Driving more florist-filled orders through and ProFlowers

Flowers are still the most common way for consumers to express their condolences on the loss of a loved one. The most popular arrangements sent through FTD for these high-value sympathy orders are all included in the Sympathy Combo Pack.

The FTD® Comfort Planter (CPP)

Get on the path to more orders and order a low-risk, low-cost sympathy combo pack. Try it now! Call your FTD® Marketplace™ Representative at 800.767.4000 to place your order today.


average ORder value

The FTD® Faithful Blessings® Bouquet (FBB)

• Focusing on the high-value sympathy occasion • Leveraging the good-better-best-exquisite upgrade path • Re-launching the premium price and high-design FTD Luxe Collection, and

The FTD® Eternal LightTM Bouquet (ELB)

• Growing our codified line of products You can continue to count on more incoming orders at a higher value from FTD in 2016! Programs that Drive Local Business We know programs that drive local business to your flower shop are extremely important. I want to assure you that every program and service that FTD offers is created to help you build your local business. For example, FTD Market for You, our newest program, saves you time and boosts your bottom line. Our team of experts will build your email and social media marketing strategy, which includes consistent engagement with your consumers—the key to acquiring new business. Hundreds of FTD members have signed up for this high-value service and are growing their local orders. Online Marketing Tool Lastly, you expressed that online advertising and marketing tools are vital to your business. FTD is constantly researching the latest e-commerce consumer trends to offer the newest tools to help grow your business online. Websites continue to be the most important. FTD now offers a custom designed website service that will highlight your shop’s brand and showcase your floral artistry to achieve results. Many FTD Florist Online users are experiencing higher conversion rates and more orders since customizing their websites. Our FTD Florists Online experts can help you get started by calling 866.926.5197. Enjoy this edition of the Mercury Messenger and learn more about our members and the various ways FTD can help you drive your local business. We are excited about the many possibilities and growth in 2016!

Executive Vice President Florist Division

*Average order value for a florist-filled sympathy item purchased on is $92.


in scholarships

FTD Florists have the opportunity to earn scholarships to industryleading business and design events through FTD University! The $1,000 scholarships are exclusively for member owners and their employees who share our passion for continuing education in the floral industry. Ten $1,000 scholarships will be awarded to one of the floral industry's leading events. The scholarship application deadline is April 1, 2016. Complete a scholarship application at FTDUniversity.

Shop, Save, Earn FTD Flower Exchange is your fresh flower one-stop-onlineshop. Whether you’re looking for pre-book specials, deal of the day or standing orders, shopping for flowers online has never been easier. Plus, when you order online, you will earn 3X rewards points toward your next purchase. Save time, save money and increase cash flow by charging your purchase to your Clearinghouse Statement! Learn more at


Our Florists










A. Idalia Castellanos (right), owner of Blue Iris Florist in Houston, TX, with FTD Field Business Consultant Joe Arbona, proudly displays her FTD Top Partner plaques. B. FTD Vice President of National Accounts Ed Cronin (center), congratulates Jim (left) and Baxter Phillip (right), owners of Phillip’s Flowers & Gifts in Westmont, IL, on their FTD Top 100 achievement. C. Dennis Feld (left), owner of Evans Flowers & Greenhouses in Peabody, MA, and FTD Field Business Consultant Dave Galvin (right). D. The team at Jeffrey’s Flowers by Design in Wood River, IL, celebrated the holiday season with a successful open house. Pictured is owner Jeffrey McElroy (center front) and his staff. E. Vernon Area Florist owner Denise Crawford (right) connects with FTD Field Business Consultant Bob Martin (left) in advance of the busy holiday season at her business in Vernon, MI. F. FTD Field Business Consultant Al McCann (right) stopped by Vernon, NJ for a visit with Highland Flowers & Gifts owner Lori Struck (left). G. FTD Vice President of National Accounts Ed Cronin (left) presents Randy Oberer, Eric Battle and Greg Turner of Oberer’s Flowers in Dayton, OH, with a Top 100 Sender plaque. H. Sean Beckert (right), manager of S.F. Falconer Florist in Port Washington, NY, receives a special plaque of thanks from FTD Regional Vice President Jim Weedon (left) for his service and dedication as the President of the Long Island Retail Florists’ Association. I. Tina Coker AIFD, FTD Education Consultant and owner of Designs of the Times in Melbourne, FL, and Merritt Island Florist in Merritt Island, FL, was busy in the FTD floral design studio working on new styles for the 2016 FTD Floral Selections Guide due out this coming August. J. FTD Field Business Consultant Edgar DeLaGarza (far left) presented a plaque recognizing 90 years of continuous membership to DeKalb Florist & Greenhouse in DeKalb, IL. Shown are James and Doris Kaelin and their daughter Sally (far right). K. The team at The Flower Basket (Colleen, Brandy and Tiffanie Hardekopf and Benjamin) in Aurora, IL, meet and greet with FTD Flower Exchange Manager Joe Beringer (left) and FTD Vice President of National Accounts Ed Cronin (right).

Celebrate women in your community Women’s Day, annually observed on March 8, is a day to honor and celebrate the achievements of women. Founded in 1908, Women’s Day is celebrated by giving flowers and other small gifts to mothers, daughters, sisters, grandmothers, aunts, friends, teachers and more. Today, the occasion is a national holiday in more than two dozen countries. A Women’s Day poster was included in the Spring/Summer POP Kit that arrived in December. It was provided compliments of Sun Valley Farms.

Both FTD and the Society of American Florists are encouraging florists to celebrate this special day locally to promote flowers and drive local business. Visit LocalMarketing and for FREE promotional marketing materials.

Freshly Bloomed Getting Trendy In its January issue, Florists’ Review released The American Floral Trends Forecast 2016-2017 (7th. edition), the preeminent style report developed exclusively for the floral industry. Each of the four trends draws inspiration from home décor and fashion. Industry professionals then translate trends to flower types, arrangement styles and merchandising ideas.

Free Webinar

Pearl Lane

Stay On-Trend to Capture Customers

A retro/vintage influence with muted palette of blush pink, aqua, sky blue, mint green, frost white and shell gray

Presented by J. Keith White AIFD, FTD Education Consultant

Tuesday, February 23, 2016 5 pm ET/2 pm PT

Learn about The American Floral Trends Forecast 20162017 and how to incorporate it into your merchandising plans during a FREE webinar presented by Keith White. 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. Register at FTDUniversity. Missed a webinar? A library of webinars is available 24/7 at for FREE.

J. Keith White AIFD, coordinated and designed this edition


Classic elements, shapes and patterns contemporized with vivid red-violets to brilliant red-oranges

wedding it's

PRime Time

300,000 leads sent to participating FTD Florists through*

Average wedding flower spend is $2,000**

Engagement season is winding down as thousands of women became engaged between Christmas and Valentine’s Day. Now is the time to capture their attention as they begin the planning process for their dream weddings. We know that most wedding planning research happens online. FTD Florists have the opportunity to capture leads online through Florists participating in the Elite and Pro programs can attract brides-to-be with a customized profile page featuring photos, videos and customer reviews on As one of the fastest-growing wedding websites, can help boost your wedding business. Call FTD® Florists Online at 866.926.5197 to learn how to connect with brides today!

Florist spotlight FTD Market for You

Owens Flower Shop & Greenhouses Inc. Owens Flower Shop & Greenhouses Inc., located in Marietta, GA, has been a familyowned and operated business since 1953. When the mid-size flower shop was trying to figure out the best way to leverage email and social media marketing, they learned about FTD Market for You. A program subscriber since October 2013, Owens has seen a significant increase in their online orders due to consistent email marketing. FTD spoke with President Paul Conyngham about their marketing success.

What is the biggest benefit you have received by getting your social media pages set up? We receive unbelievable exposure now and have a new "community" of online customers. As a result, our sales volume and average order values have increased. Some of our new customers have brought trends and new items to our attention. Describe how you work with the MFY team to execute your email campaigns. We receive a sample of the campaign they are going to send on our behalf. I review it and make any changes needed. We share with the team any specials we might offer, such as a coupon offer or a featured item. Then, the The FTD Market for You team helped set up Owens Flower Shop’s Facebook page.

MFY professional goes into our system to gather and update email addresses, send the email and track the results. What is the greatest benefit to partnering

What were some of the challenges you

with MFY?

encountered executing email campaigns prior

The greatest benefit is that we are relieved of the chore

to joining FTD Market for You (MFY)?

of keeping our social media up to date and fresh.

We were unable to make our email campaigns consistent

Plus, the monthly rate is extremely cost effective for

and look professional. Plus, we needed to have a current list

the return. The increase in our order volume pays for

of email addresses. The Mercury support team was able to

the service each month!

help us set everything up. What were some of the challenges you faced setting up social media pages and engaging customers prior to joining MFY? We were very much aware of social media and its effects, both positive and negative, but we were somewhat at a loss as to where to begin. We were unsure of our options and how we were going to keep our social media pages current with limited extra time. How has FTD helped you customize a marketing

…the monthly rate is extremely cost effective for the return. The increase in our order volume pays for the service each month! Owen's Flower Shop & Greenhouses Inc.

plan to help you overcome these challenges?

If you were speaking with another florist

The MFY team was able to tell us how and where to get

about the benefits of MFY, what would

started with our email and social media marketing. It was

you tell them?

a relief to have professional guidance and direction.

Do it and do it soon. If you don't think your competition

What is the biggest benefit you have received

is already out there leveraging social media, you are

from the email campaigns you’ve sent out?

mistaken. It is easy to check out and see what your

By participating in MFY, we have reached an otherwise

competition is doing. It might surprise you!

untapped market of mostly young, tech-savvy customers,

Learn more about FTD Market for You at

whose attention we would not otherwise capture.


& Events

FTD is proud to sponsor dozens of state and national association conventions and education programs each year. Our mission is always to support our florists and help them succeed by sponsoring continuing education and promoting lifelong learning.

27 February

Society of American Florists 1-Day Profit Blast

Austin, TX Society of American Florists

4-6 March

Great Lakes Floral Expo

Grand Rapids, MI Michigan Floral Association Featured FTD Design Program: “Trend Forward Weddings” presented by FTD Education Consultant Jacob McCall AIFD

Northeast Floral Expo

Springfield, MA Connecticut Florists Association Featured FTD Design Program: “Memorial Flowers with Lasting Memories” presented by FTD Education Consultant Deborah De La Flor AIFD

11-13 March

Georgia State Florist Association Convention

Atlanta, GA Georgia State Florist Association Featured FTD Design Program: “Everyday Inspirations” presented by FTD Education Consultant Tina Coker AIFD

South Dakota Florists Association Convention Pierre, SD Patience Pickner 605-234-6365


14-15 March

Society of American Florists Congressional Action Days

Washington, D.C. Society of American Florists

18-20 March Illinois State Florists’ Association Conference

Decatur, IL Illinois State Florists’ Association Featured FTD Design Program: “Memorial Flowers with Lasting Memories” presented by FTD Education Consultant Deborah De La Flor AIFD

30 March

Texas Floral Showcase

San Antonio, TX Texas State Florists’ Association

1-3 April

Wisconsin & Upper Michigan Florists Association Convention

Green Bay, WI Wisconsin & Upper Michigan Florists Association Featured FTD Design Program: “Trend Forward Weddings” presented by FTD Education Consultant Jacob McCall AIFD

20 March

16-17 April

Niagara Falls, NY Niagara International Association of Florists

Bangor, ME Deb Nisbett 207-532-2856

Niagara International Association of Florists Annual Design Show

Maine Florists’ Association Spring Design Show

Check out the 2016 education and events calendar at

special delivery When ordering online or placing an order for a special delivery, consumers today expect to know the order life cycle of their special gift, particularly when it is delivered. Both of FTD’s revolutionary technology systems, Mercury Point of Sale and Mercury Direct Plus, offer easy, convenient tools that allow a delivery confirmation to be sent real-time.

FTD Mercury FTD Mercury Mobile is a robust tool that gives control to the delivery driver while they are still on the delivery route using a smartphone. | 800.788.9000 Mercury Direct Plus

FTD Mercury Direct Plus users have access to a direct line to the FTD Confirm website for a quick, easy way to confirm deliveries.

Learn more about FTD Mercury Technology and how it can improve your customer satisfaction at

FTD Mercury Messenger - February 2016  
FTD Mercury Messenger - February 2016