LivRio May - Issue No.5 - Bold Brides

E-MAG

MAY

2017

BOLD BRIDES

ISSUE No.5

in this issue:

WEDDING&GRADUATION PREP–MALES&TEEN CONSUMERS

LIVRIO THE E-MAGAZINE OF RIO ROSES Issue No.5 MAY 2017 IN THIS ISSUE: People of Rio – Q.C. Wedding P.R.E.P. Graduation P.R.E.P. Summer Wedding Collection Getting Male & Teen Consumers Halls Floral Design School Community outreach FOR INQUIRIES marketing@equiflor.com

PEOPLE of RIO

RIO’S Q.C. DEPARTMENT:

A CUT ABOVE THE REST INTERVIEW WITH GIOVANNY AGUIRRE, DIRECTOR OF QUALITY CONTROL

< GIOVANNI AGUIRRE Director of Quality Control

“Tell us how your experience has made you an expert of our Quality Control department?”

“I can sum it up in one word: passion. The passion that I have for this industry is what motivates me. Rio Roses has supported my education throughout the years. I had the opportunity to visit our farms in Colombia and Ecuador as well as other farms.

I have learned in detail all the processes of handling cut flowers from the seed to the final product. Moreover, I had the privilege of participating in five post-harvest congresses and exhibitions in Miami and South America along with George Staby, an expert in the care and handling of cut flowers.

In Colombia, I became an agronomic technician and learned numerous specialized skills such as agriculture applications and regulation constraints, pest reduction, quality control and more importantly, handling the flowers from start to finsih.

The experience we gain when we inspect the flowers in our facilities also makes us experts since we evaluate the majority of the flowers when they arrive and before they leave our facilities. I have over 20 years of experience at Rio Roses and I continue to learn every day. Before involving myself in this industry, I was involved in the coffee industry in the quality control department. My role in the company was to create and execute all of the product specifications.

I’m grateful to be a part of an amazing family that has taught me so much about a beautiful industry.”

- GIOVANNI AGUIRRE, Director of Quality Control

BLOOM of the MONTH handpicked, fresh from our farm

Mother of Pearl

A new variety we recently planted in our farms.

Mother of Pearl boasts an elegant dusty pink color with peachy overtones and sits over cream undertones. A popular and trending wedding variety.

WEDDING SEASON P.R.E.P: Say “I Do” To Increased Revenue (PLAN, REVIEW, EXCECUTE, PROFIT)

AS SHE WALKS DOWN THE AISLE, A BRIDE SHARES THE SPOTLIGHT WITH ONE OTHER ENTITY: THE BOUQUET IN HER HANDS. WEDDING SEASON IS UPON US, AND IT IS A COMPETITIVE TIME FULL OF POTENTIAL FOR WHOLESALERS AND RETAILERS IN THE FLORAL INDUSTRY. THIS YEAR, VOW TO MAKE WEDDING SEASON YOUR BEST ONE YET. WE’VE LISTED SOME HELPFUL TIPS TO GET YOU STARTED:

BUYERS • Check in with your buyers to ensure their seasonal supply will meet your demand.

That means understanding what colors and varieties are trending. For example, brides love Sahara roses which have limited availability, but they can be replaced with similar varieties that have better bloom size and length such as Quicksand & Menta.

• Establish a strong relationship with your vendors. If you feel like your sales representative isn’t meeting your needs, don’t be afraid to request a different sales rep with more experience or knowledge of the industry.

SALES REPRESENTATIVES • Your sales representatives are the day-to-day face of your company. Ensure that your staff feels prepared, because there are many wholesalers to choose from, and an excellent sales rep will keep your customers coming back.

• Hold trainings for your staff before every major floral holiday or season—even those who have been in the industry for many years. It always helps to get a refresher or to learn about new trends or techniques. Educating your staff is the best way to ensure they are upholding your company standards and offering exceptional customer service.

CUSTOMER CARE • Whether it’s a complaint or a compliment, always pay careful attention to customer feedback. It is a great way to gain insight on your company’s success or areas for improvement. If any issues or complaints arise, the manager or owner should always be involved to assure the customer that they are receiving the highest level of attention and care.

• If a customer has requested a floral product that is unavailable, offer them alternatives to that variety and avoid losing the sale. For example, if you are out of Pink Mondial, suggesting a Marzipan not only introduces the customer to a possible new favorite, but also displays thoughtful service that will inspire repeat customers.

PROM & GRADUATION SEASON P.R.E.P. (PLAN, REVIEW, EXCECUTE, PROFIT)

THE END OF THE SEMESTER BRINGS WITH IT A FLURRY OF ACTIVITIES, SUCH AS HIGH SCHOOL PROM OR GRADUATION CEREMONIES IN LATE MAY OR EARLY JUNE. ALL KINDS OF FLORAL ARRANGEMENTS WILL BE IN DEMAND, FROM CORSAGES TO GRAD BOUQUETS, PROVIDING AN EXCELLENT OPPORTUNITY FOR WHOLESALERS AND RETAILERS TO BOOST THEIR INCOME BEFORE THE SLOWER MONTHS AHEAD.

MARKETING STRATEGIES • TARGET PARENTS OF STUDENTS. Most often, parents are the ones paying for prom or purchasing flowers for their grads, so focus your marketing tactics on local community areas where parents might catch wind of your flower business. Partner with local data corporations to create a precise, targeted list of recipients with high-school or college-aged children for fliers or direct mailings.

• OFFER SPECIAL DEALS. During such a competitive time, it’s important to stand out among your competitors. Offering group discounts or 20% off multiple orders would be a good place to start. Adding on specialty items, such as balloons or cupcakes, will help sweeten the deal.

• DISTRIBUTE EYE-CATCHING MARKETING MATERIALS. Oftentimes, discounts or important information gets lost on a flier, or post cards get thrown out without so much as a second glance. Take time to design creative, attractive marketing materials that will encourage potential customers to take a second look, and make sure any discount or special offer is front and center.

• GET INVOLVED IN THE COMMUNITY. The best way to build brand recognition is to heighten visibility. Donate a gift certificate to a local auction, or offer heavily-reduced arrangements for a charity fundraiser. By partnering with community functions as often as possible, people will start to remember your company and the high quality flowers you provide—you’ll be on their mind next time they need flowers.

+80

%

THE AVERAGE NET PROFIT FOR A MENâ&#x20AC;&#x2122;S BOUTONNIERE DURING PROM AND GRADUATION SEASON.

RIOâ&#x20AC;&#x2122;S 2017 SUMMER WEDDING COLLECTION

STRAYING AWAY FROM THE TRADITIONAL AND EMBRACING THE SEASON; THIS SUMMER WE WANTED TO SEE THE BRIGHTEST AND BOLDEST BLOOM COMBINATIONS. 1. Rio Red Super Select Alstroemeria 2. Spray Rose - Rio Blue Moon 3. Rio Sunfower 4. Garden Rose - Rio Lemonade 5. Rose - Rio Blueberry 6. Rose - Rio High Magic 7. Rose - Rio Pink Floyd

DONâ&#x20AC;&#x2122;T FORG

The Male & Teenage Cons

GET ABOUT US:

sumers

MEN ARE FROM MARS, WOMEN ARE FROM—WE’VE ALL HEARD THE CLICHÉS. BUT UNDERSTANDING THE DIFFERENCE BETWEEN MALE AND FEMALE CONSUMERS IS ACTUALLY CRUCIAL FOR SUCCESS, PARTICULARLY IN THE FLORAL INDUSTRY. AND LET’S NOT GET STARTED ON TRYING TO UNDERSTAND TEENAGERS. BY FAMILIARIZING OURSELVES WITH NEW TRENDS AND BUYING PATTERNS ACROSS GENDERS AND AGE GROUPS, WE CAN FIND MORE CREATIVE WAYS TO MARKET TO THESE GROWING CONSUMER GROUPS. According to Forbes, men are increasingly outpacing women or narrowing the gap in several buying areas, spending in ways that were traditionally attributed to female consumers. In fact, men outspend women in areas like groceries and apparel on a monthly basis, adding hundreds of billions of dollars to the market a year.

When it comes to the floral industry, male customers make up more than a quarter of all sales annually. These numbers are only expected to grow as more retailers begin to target male consumers as equally as they do women. In order to do that, it is important to consider new marketing strategies that cater to male shopping habits.

1

MALE SHOPPERS COME PREPARED. Women aren’t the only ones who save

coupons. More than half of men surveyed by the Food Marketing Institute said they make a list before going grocery shopping, and 41% look for coupons. This attention to value implies that it is worth targeting discounts and coupons specifically to male clients—think, husbands and fathers buying flowers for Mother’s Day.

2

BUT THEY ALSO APPRECIATE EXTRA HELP. On the other hand, male

shoppers may need some advice when looking for the perfect bouquet for Valentine’s Day. In a study conducted by the Verde Group, 68% of men said they will come back to a store where the staff helps them find what they need quickly. In addition to training your sales staff for these situations, consider signs that say, “The Perfect Gift for Her” or “New and Popular Arrangements” to help customers navigate the storefront.

3

THEY GO FOR CONVENIENCE. Men are more likely to shop at large-format

club stores, convenience stores, or online channels. Part of it has to do with the ability to get in-and-out. By organizing your storefront to appeal to this mentality, male consumers may be more likely to seal the deal at your business.

DON’T FORGET ABOUT US The Male & Teenage Consumers... CONTINUED

A SECOND UNTAPPED CONSUMER GROUP IS THE MODERN TEENAGER. WHILE TEENAGERS MAY NOT BE SPENDING AS MUCH MONEY THEMSELVES, THEY ARE CERTAINLY FUNNELING THEIR DESIRES TO MOM AND DAD’S WALLETS. In either case, it is important to consider the high school-aged market when expanding your outreach strategies.

1

GET INVOLVED IN HIGH SCHOOL ACTIVITIES. Homecoming,

prom, spirit week—all these school-specific events are excellent opportunities to generate revenue for your floral business. Offering mascot balloons, plush toys, and arrangements in school colors are great ways to appeal to local high schools.

2

PARTNER WITH THE LARGEST SCHOOLS IN THE AREA. Choose one or two schools to partner with for events throughout the year like school dances and graduation ceremonies. Offering a discount for year-long participation makes your business more enticing for the school, while also ensuring a secure contract for the coming months.

3

CATER TO TEENAGE BUDGETS. Whether it’s a set of birthday

balloons or a Valentine’s Day rose, there are always products associated with events that are important to a high schooler. By offering special student discounts or prices, you may attract teenagers with modest budgets looking to surprise a friend or loved one.

x22

THE NATIONAL AVERAGE OF HIGH SCHOOL FUNDRAISING ACTIVITIES PER SCHOOL YEAR

HALLS ATLANTA FLORAL DESIGN SCHOOL

In 2005, William Jensen Sr., majority owner of Halls Atlanta Wholesale Florist, tasked his team with creating a floral design school. His concept was that training new designers would translate into new customers and loyal shops, thereby increasing sales.

The team visited several schools around the country and studied their business models. In April of 2006 their dreams were realized, and they held their inaugural Primary class with six students, most of which were already in the industry to some extent but with limited or no formal training.

Rio interviewed one of the directors to get the inside scoop

Q&A

What discerning traits do your instructors have that make them industry experts?

Our instructors not only have years of experience, but they also have the advantage of being active industry professionals with their own businesses. They must possess a passion for our industry, exceptional style and vision, and a natural gift for teaching.

Where do your instructors draw the design inspiration for your courses?

We take inspiration from international florists on Pinterest, Instagram, Facebook, and individual designers within our community. Classic styles that are consistent sellers, possess elegant or glamorous traits, or that teach specific mechanics are our stockin-trade. The inspiration is coordinated with availability, pricing, and educational feasibility of the mechanics of producing the designs we teach.

What is the average number of students per class?

For most classes the maximum is 12, but we have had more on occasion. For every four students, we employ a qualified assistant to help with materials and attention, so every student receives individual attention and can get answers to any questions. We offer 20 Single Day classes and 4 Primaries so we can afford to keep our class sizes “intimate.”

What has been your most popular course so far?

Elegant Centerpieces is our fastest selling, most enduring class, and the Primary class is still going strong. Our programs (Wedding Specialist and Journeyman) have actually doubled our attendance rates by offering guided selections of our individual classes.

What advantages and skills can your students gain from your classes?

Our primary focus is fresh flower design, but discussions often turn to pricing, availability, anecdotal knowledge of installations, venues, unusual or alternative applications of material, and even current farming techniques.

Anything you would like to share about your experience with Rio Roses?

Two words: Sales Team. Customer service is their specialty, and they’ve been so incredibly supportive of us on our journey. Rio’s support of our school has been instrumental in our success, and we’re always confident teaching with Rio’s highquality product.

FOR MORE INFORMATION VISIT OR CALL: hallsatlanta.com or 404-688-9397

COMMUNIT Y OUTREACH

SCHOOL BOARD MEMBER SUSIE V. CASTILLO & DORAL FAMILY JOURNAL SAY THANKS, On April 28th, several community partners joined in thanking our PTAs (Parent Teacher Association) for all their hard work and dedication through the year. They had giveaways, special presentations, awards, and an abundance of our finest Rio blooms. As part of our ongoing charitable work in the Miami school system, we donated several custom made centerpieces and arrangements that were raffled off at the end to the parents who were able to attend the event.

ANNIVERSARIES + BIRTHDAYS “Thank you for your years of dedication to our team.

You are terrifically tireless, exceptionally excellent, and abundantly appreciated” “Happy Birthday, may all your B-day wishes come true on your special day”

YONEL AUGUSTINE 05/28/91 Driver

26 years

ANDRES VALDEZ 05/01/06 Warehouse Supervisor

11 years

Esteban, Rivero 05/03 Driver Alessandri Rodriguez 05/06 Driver Raul Sanchez 05/12 Scanner Alain Castro 05/20 Driver Usman Sulaiman 05/20 Scanner Maria Peñaherrera 05/24 Executive Administrative Asst.

T H A N K S

S E E

F O R

Y O U

R E A D I N G

N E X T

rioroses.com

M O N T H