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Christmas 2016:


Exclusive New Faith-Based Lines PG. 4 The FTD® Believe™ Mug Bouquet by Hallmark 16-C7p | DSRP $6999

Makeover Magic Wows Waco PG. 5


Letter from Tom Hello everyone. It feels like in the blink of an eye summer is gone and the holidays are upon us so it’s time to get ready! As 2016 draws to a close, we want to celebrate all of the members who help make FTD what it is today. We have a great feature on the winner of our fifth annual Makeover Magic contest, Reed’s Flowers in Waco, TX. Reed’s has been an FTD member since 1932 and we were thrilled to help them breathe new life into their shop. We’re also congratulating all of the recipients of our 2016 FTD University scholarships. Be on the lookout for various upcoming educational programs to help you learn and grow your business!

Exclusive Tools Help

MAKE SPIRITS BRIGHT Make this season the most memorable of all for your customers when you deliver distinctive and thoughtful bouquets. As you prepare your shop for the holidays, be sure to visit for everything you need to create a bright and beautiful Christmas. YOU’LL FIND: • Recipes for FTD’s projected Top 10 bestsellers • Local marketing resources and a social media kit • Bouquet-specific substitution guidance • Codified product cheat sheets with DSRPs You can also view and download our Christmas 2016 Planning Guide, which contains the inspiration behind our exclusive Christmas designs, preparedness checklists, quality best practices, calendars to help you plan for a successful holiday, FTD Mercury quick tips and much more.

I hope that you take full advantage of all of the resources that we have created to help you prepare for a successful holiday. On our Christmas preparedness website,, you’ll find a planning guide, recipes, substitution guidance, local marketing resources, a social media kit and more. You’ll also be able to view our projected Top 10 bouquets to help guide your fresh flower and container purchases. As you set your business goals for the coming year, be sure to consider some of the newer FTD tools and programs available. FTD Market for You allows you to cross marketing off your to-do list and focus on what’s most important to you – delighting customers. If you are using Mercury Point of Sale but haven’t yet downloaded the Mercury Mobile app, be sure to do so right away. You’ll love its enhanced delivery confirmation features, and your customers will too. And be sure to leverage your FTD Rewards program points to reduce your flower costs. We have exciting plans for 2017, starting with a Valentine’s Day collection that is sure to impress. With Valentine’s Day on a Tuesday, you’ll want to plan for a strong holiday. We’ll also be expanding the new Faith by FTD line, which you’ll learn more about in this issue. All the best for a successful holiday season and we look forward helping you take your business further!

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Executive Vice President Florist Division

Provide Real-Time


With the updated FTD Mercury Mobile app, you can deliver the real-time delivery confirmations that today’s customers expect. You can also capture virtual signatures, map a delivery’s exact location, snap pictures of deliveries and more. The app is free and available for both iOS and Android devices. To learn more, contact FTD Mercury Technology sales at 800.767.3222 or









A. FTD was proud to be a sponsor of the 2016 Merlin Olsen Summer Classic, held in memory of Hall of Fame football player, actor and longtime FTD spokesman Merlin Olsen. FTD Field Business Consultant Dave Smith represented FTD at the event and Plant Peddler Floral of Logan, UT, crafted bouquets for the event on FTD’s behalf. B. Ethel McGarr and her son Kelly of Roseland Florist of Marion, NC, pose with their 50 Years in Business plaque. C. FTD Regional Vice President Jim Weedon presents Bob Yedowitz of Emil Yedowitz Florist in Yonkers, NY, with his 100 Years in Business plaque. D. Dick Lorenz of Fremont Flowers & Gifts in Fremont, CA, receives his Top Sender plaque from FTD Regional Vice President Tim Stelter. E. FTD Field Business Consultant Joe Arbona presents a Top 1000 Member plaque to Pat Rendon of Oak Hills Florist in San Antonio, TX. F. Anne Johnston of Campus Florist in Champaign, IL, celebrated her 75th business anniversary in August at a reception that was also attended by FTD Field Business Consultant Tom Spain.

GET INSPIRED FOR VALENTINE’S DAY 2017 FTD’s Valentine’s Day 2017 collection draws inspiration from iconic patterns, messages of love, layers of fabric and thoughtful embellishments. Shades of pink and purple highlight classic red roses while warm jewel tones, on-trend styling and unique finishes make these designs stand out from the pack.

The FTD® Hold Me in Your Heart™ Rose Bouquet 17-V4p | DSRP $7999

Valentine’s Day 2017 exclusives will launch on in January. Contact your FTD Marketplace Representative at 800.767.4000 to place your order today. The FTD® Lasting Romance® Bouquet 17-V1p | DSRP $7999

FRESHLY BLOOMED DON’T MISS THE FINAL WEBINAR OF 2016! FTD’s webinar series is a collection of FREE educational presentations available online to help you increase your sales and profits while reducing costs.

Hire Employees Every Day of Their Career Presented by Glenna Hecht President and Founder, Humanistic Consulting Tuesday, December 6, 2016 5 p.m. ET/2 p.m. PT Learn how to create a memorable onboarding experience for new employees that will help keep them engaged throughout their careers.

Glenna Hecht

Register at Missed a webinar? A library of webinars is available 24/7 at for FREE. Each session is recorded and posted for future viewing.

’TIS THE SEASON TO TRY MARKET FOR YOU Want to cross marketing off your holiday to-do list? Try FTD’s Market for You program! Our team will target your current customers and attract new ones with email marketing, social media and more, freeing you up to focus on what’s most important – creating beautiful handcrafted gifts.

FTD Introduces Exclusive

FAITH-BASED LINES FTD is excited to introduce Faith by FTD, our exclusive new line of bouquets crafted for the faith-driven consumer looking for exceptional gifts. Faith by FTD joins our collaboration with DaySpring®, a division of Hallmark and the number one Christian greeting card company. These exclusive product lines allow FTD Member Florists to provide inspiring gifts for those who want to emotionally connect with loved ones through Christian messages of joy, hope and encouragement. The DaySpring® God’s Gift of Love Centerpiece by FTD (C11) went live on in October and is perfect for any Christmas celebration. The FTD® Be Blessed™ Bouquet (FT2) also became available in October and the FTD® God’s Gifts™ Bouquet (FT1) and DaySpring® In God’s Care Bouquet (DS1) will follow in mid-November. Contact your FTD Marketplace Representative at 800.767.4000 to order your containers today.

To learn more and get started, contact your FTD Field Business Consultant or Technology Sales Representative at 800.788.9000. ABOVE: FTD® Be Blessed™ Bouquet

Join Us in Celebrating

FT2p | DSRP $6999

SMALL BUSINESS SATURDAY FTD is proud to be a corporate sponsor of Small Business Saturday. Founded by American Express in 2010 and held every year on the Saturday after Thanksgiving, Small Business Saturday encourages shoppers to visit and support local establishments during the holiday gifting season and throughout the year. This year, Small Business Saturday will be celebrated on November 26. FTD is dedicated to providing our members with the products, tools and inspiration you need to connect with your community. Our support of Small Business Saturday is just one way that we’re helping you take your business further. Member florists can visit to download marketing materials and promote your shop’s support of Small Business Saturday. 4

DaySpring® God’s Gift of Love™ Centerpiece by FTD® 16-C11p | DSRP $8999

FLORIST SPOTLIGHT Reed’s Flowers, located in Waco, TX, was selected as the winner of the 2016 FTD Makeover Magic contest. This family-run shop is a Waco institution, operating continuously since 1930, and an FTD Member Florist since 1932. FTD Education Consultant and merchandising expert J. Keith White AIFD spearheaded the makeover in late October. Keith and third-generation shop owner Debbie Reed shared their thoughts on the makeover with FTD.

KEITH, WHAT WERE YOUR GOALS WITH THIS TRANSFORMATION? KW: To be able to maintain the heritage of the shop along with a touch of modernization and increased merchandising. I also wanted to create a front window concept that could be a jumping-off point to design beautiful displays dedicated to the changing seasons.

There haven’t been many changes in so long, so this will be a great change for the employees and customers. DEBBIE REED, REED'S FLOWERS

Keith created a front window concept that can be easily personalized for any holiday, season or occasion.

WHY DID YOU CHOOSE TO ENTER THE MAKEOVER MAGIC CONTEST? DR: We wanted the makeover because this is an older shop and we want to get more modern, more attractive, so people will come in and browse more since the downtown Waco area is growing more with shoppers. There haven’t been many changes in so long, so this will be a great change for the employees and customers.

WHAT DO YOU LIKE MOST ABOUT THE MAKEOVER? DR: I’m glad that we painted and really like the way the colors turned out. The containers are all really cool and there’s a lot more product out on the floor. KW: Being able to incorporate several seasons and themes throughout the store, including fall, Christmas, wedding and baby. I also love that we were able to work in keepsakes from Reed family history, including the enlarged photos on the wall and framed mementoes.

WHAT ARE YOU HOPING THE LONG-TERM RESULT OF THE TRANSFORMATION WILL BE? KW: Employee enthusiasm and continuing to celebrate the history of this wonderful, traditional shop. DR: For the future, we want to continue to keep modern, get more walk-in customers and become more successful in the many years to come.

AFTER Keith created seasonal merchandising displays throughout the store.


To view more before and after photos, please visit



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 through continuing education and lifelong learning.

21-22 January

Florida State Florists’ Association Mid-Season Conference Fort Walton Beach, FL Florida State Florists’ Association

25 January

3-5 March

Great Lakes Floral Expo Grand Rapids, MI Michigan Floral Association Featured FTD Design Program: “Jubilation” presented by FTD Education Consultant Randy Wooten AIFD Northeast Floral Expo Springfield, MA Connecticut Florists Association Featured FTD Design Program: “The Emotions of Color” presented by FTD Education Consultant Jacob McCall AIFD

Texas Floral Showcase Corpus Christi, TX Texas State Florists’ Association

2016 FTD UNIVERSITY Scholarship Recipients

Congratulations to the 2016 FTD University scholarship recipients! These FTD Florists each received $1,000 toward attending SAF Convention, AIFD National Symposium or FTD Boot Camp. 2017 FTD University Scholarship applications will be available in January.



Wisconsin & Upper Michigan Florists Association Convention Wisconsin Dells, WI Wisconsin & Upper Michigan Florists Association Featured FTD Design Program: “Doing the Daily Grind” presented by FTD Education Consultant Jeff Corbin AIFD

Check out the 2017 education and events calendar at

SAF CONVENTION A Marianne Velardocchia Flowers by Marianne Salisbury, MA AIFD NATIONAL SYMPOSIUM B Shelly Krenk (left) Janousek Florist Omaha, NE

Kym Erickson (middle) Soderberg’s Floral & Gift Minneapolis, MN

Vanessa Burns (right) The Flower Kiosk Portsmouth, NH

FTD BOOT CAMP C Shirley Carmack Shirley’s Florist and Events Trussville, AL



Nancy Bergman Krupp Florist Belleville, IL Gail Stewart Appleberries Gifts Princeton, IN




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FTD Mercury Messenger - November 2016  
FTD Mercury Messenger - November 2016