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December/january 2013-2014


Score Big, Win Bigger this Valentine’s Day table of contents 2

President’s Letter

3

Travels with Tom

4-5

Design and Education

6-7

Member Spotlight

8

Technology

10

Valentine’s Day 2014

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Mother’s Day Sneak Peak

By the time you read this, you will be in holiday mode, and before the dust has settled, you’ll be preparing for Valentine’s Day. Our goal at Teleflora is to help you succeed year-round, so we have some exciting promotions in the works for you and your customers. For Valentine’s Day 2014, we are excited to announce our partnership with the NBA for a promotion created exclusively for Teleflora and its members. Each time a consumer purchases one of the four Valentine’s Day codified bouquets on Teleflora.com or eFlorist websites, they will be entered into our sweepstakes to win VIP tickets to the NBA playoffs. Orders from both Teleflora.com and eFlorist sites are eligible in both the U.S. and Canada. We encourage you to feature these keepsakes on your eFlorist sites because those who order through your eFlorist sites have the same chance of winning, and you reap the reward of increased online business. A giveaway of this caliber is a great opportunity to promote to your customers and drive more orders on a local level. Member florists have a chance at winning a brand new delivery van in our Score Big & Win Bigger promotion. From now through February 14, 2014, you can score points by signing up for co-op (2 points), signing up for an eFlorist website (2 points), signing up for credit card processing (2 points), purchasing Valentine’s codified products (2 points per 12 pack), and other tasks. Shops already participating in these programs will receive points that count towards the grand prize. Each point equals one entry into the drawing, and at the end of the promotion, one winner will drive away in the new van. For complete rules on how you can score big, please visit MyTeleflora.com/ ScoreBig.aspx. We are also running “Play of the Week” contests, giving florists a chance at winning great prizes every week, including: free membership, free Christmas product, $100 gas cards and more! Visit MyTeleflora.com to find out what this week’s Play of the Week is. In keeping with the basketball theme, we’ve developed a “Playbook” for Valentine’s Day, due to arrive in your FSG update kits for VES in December. The playbook is full of tips and tricks to make this the best and most successful Valentine’s Day yet, including:

• Planning • Staffing • Merchandising • Marketing • Social Media

myteleflora news | dec/jan 2013-2014

If you have any questions or need additional information about the promotion, go to MyTeleflora.com/ScoreBig.aspx.

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Teleflora’s Happy Hearts Bouquet T14V300A

These Valentine’s Day promotions are a big deal for Teleflora and our family of member florists. I’m confident that 2014 will kick-off with fantastic sales for our shops and set the stage for a great rest of the year. Sincerely,

jeff bennett {president of teleflora}


TRAVELS WITH TOM

Travels with Tom

HAPPY 25TH, KICKINGBIRD FLOWERS October was a big month for my friends at Kickingbird Flowers & Gifts in Edmond, OK. One of the city’s original flower shops, Kickingbird is owned by husband and wife Jim and Debbie McFarlin and managed by their daughter Kim McFarlin. This is a shop that does a lot of custom decorating work with both fresh and silk flowers. Like so many successful shops, they are very much a part of the community. They celebrated in October with sales, promotions, and prizes—and I was happy to celebrate the anniversary with them, along with Teleflora Territory Sales Manager Suzi Lawrence. MARKETER OF THE YEAR Getting the Marketer of the Year award from Floral Management magazine is quite an honor—and well deserved in 2013 by Nielsen’s Florist & Garden Shop in Darien, CT. This third-generation shop was cited for its successful effort to rebrand itself as a lifestyle destination, where customers could find not just flowers but home decorating ideas and solutions. It was a pleasure for me and Teleflora’s Jack Howard to congratulate (from left to right in the photo) marketing coordinator Raya Ward, owner and general manager Sandy Nielsen, and co-owner Tami Whittier. HONORED IN NEW MEXICO Florists in New Mexico know well what a special person Teleflora’s Cathy Reifschneider is and how deeply committed to helping florists. Now it’s official! Cathy, who has represented Teleflora in the region for many years, received the Road Runner Award at this year’s New Mexico State and Regional Florists’ Association’s Convention. In the photo with me and Cathy is NMSRFA President Linda Pritchett, who was succeeded at the convention by the new president, Ashley Walterscheid. Congratulations to all on a successful convention! ANOTHER MFF HALL OF FAMER Back in my original home state of Michigan, it was great to see my old friend Harrison “Red” Kennicott III inducted into the Michigan Floral Foundation Hall of Fame this fall. I can’t think of anyone more deserving of the honor than Red, who has spent a lifetime supporting the industry. On hand to congratulate Red were, along with me, Teleflora’s Kathy Petz and Janice Curran and my wife Becky. “EXEMPLARY DEVOTION”: THAT’S CAROL! dec/jan 2013-2014 | myteleflora news

Among those recognized with special awards at the Society of American Florists’ Annual Convention in September was Carol Caggiano, AAF, AIFD. Well known to many in the Teleflora family, Carol was presented with the SAF Paul Ecke Jr. Award, which is reserved for those who demonstrate “exemplary devotion to profession, industry and community.” I couldn’t have said it better myself! Carol received heartfelt congratulations from Teleflora executives including myself, Teleflora president Jeff Bennett, VP of national sales Jack Howard, and chief financial officer Michael Martin.

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Design and education

teleflora education center celebrates its

30th ANNIVERSARY! For the past 30 years, three things have made the Teleflora Education Center a special place: exceptional teachers, on-trend curricula, and a state-of-the-art facility. Florists from all over the U.S. choose the Teleflora Education Center to learn key design techniques and business skills. Classes begin in March and run through October. All classes are held at the Teleflora Education Center in Oklahoma City. Discounted hotel accommodations are available.

Testing, Testing‌ 1,2,3 A Primer on Using the Principles and Elements of Design Instructor: Kevin Ylvisaker AIFD, PFCI March 16-19, 2014

Floral Educator: Commentating & Teaching

Instructors: Marie Ackerman AIFD AAF PFCI & Tom Bowling AIFD PFCI April 27-30, 2014

Wedding Professional

Instructor: Joyce Mason-Monheim AIFD PFCI June 8-11, 2014

European Design Trends

Instructor: Els Hazenberg AIFD AAF June 22-25, 2014

The Art of the Party – Creating & Selling Profitable Events Instructor: Tom Simmons AIFD July 27-30, 2014

Business Smarts Summit: Operating a Successful Retail Flower Shop

myteleflora news | dec/jan 2013-2014

Instructors: Paul Goodman CPA, PFCI, Marie Ackerman AIFD, PFCI, AAF and guest instructors August 10-13, 2014

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Sympathy Tributes: A Modern Approach Instructor: John Hosek AIFD PFCI September 7-10, 2014

Everyday Design: Developing Your Signature Style Instructor: Susan Ayala AIFD PFCI October 5-8, 2014


design and education

teleflora tip

employee spotlight Name: Marge Armstrong Office: Markham, Ontario Title: Customer Service Representative / Products Time with Teleflora: 12 years Department: Inbound Customer Service

As you plan ahead for Valentine’s Day and other upcoming holidays, Teleflora Education Specialist Tom Bowling AIFD, PFCI has this tip to share: “When buying containers to use for holiday designs, look for those that cross several seasons—and load up when wholesalers offer special

What do you like most about your job? I enjoy speaking to the florists and providing assurance

pricing or buying incentives. For instance, ruby glass is a great buy for any time of the year—but especially when it can be used for both Christmas and Valentine’s Day inhouse features. Keep an open eye for seasonal close outs at your local wholesaler, but be cautious not to tie up your working capital with purchases that will take a full calendar year before you can reap the benefits of your savings.

that we’ll do everything possible to assist their needs. What do you do at Teleflora? I interact with our florists on a daily basis over the phone and provide them with support and answers on our broad range of services that we offer. What are your hobbies? Weekends at our hunting cabin in Northern Ontario What’s your favourite Teleflora Bouquet? Burst of Autumn

You’ll pick up all kinds of design and business tips from Teleflora’s Education Specialists at the educational programs sponsored by Teleflora throughout the year. To learn more, visit the Floral Event Calendar in the Design & Education section of MyTeleflora.com.

design ideas from Flowers& Magazine from the archives: december 2012

The total experience

Chocolates, candles, and a forest of a dozen roses: the colorful, geometrically styled presentation inspires a moment of joy and excitement that is prolonged as the chocolates are consumed and the candles lit, in a reverie of pink. Insert the midollino in small bunches and allow the bunches to fan out a little around the roses. The arrangement looks beautiful without the box, but the box can also be replaced in the design each time a chocolate is removed. The chocolates are from Sweet Shop USA, the tray from Container Source, the midollino and beaded wire from Smithers-Oasis.

Mega dozen

Floral designs by Bert Ford AIFD, PFCI

dec/jan 2013-2014 | myteleflora news

Green Mega Beaded Wire, draped not only over the top of the bouquet but inside and outside the clear glass vase, makes a beautiful enhancement to a handtied bouquet of a dozen yellow roses, collared with baby’s breath. Of course, you could do the same thing with red or pink roses and any harmonizing color of Mega Beads. The Mega Beaded Wire is from Smithers-Oasis, the Classic Urn glass vase from Syndicate Sales.

5


member spotlight

thank you for caring At most hospitals, it’s only the patients who receive flowers—but who deserves flowers more than the hardworking hospital staff? This fall, thank-you bouquets were delivered to more than 14,000 employees working in the Inova health-care system, located in the Washington, D.C. area. The surprise delivery was handled by Karin’s Florist in Vienna, VA, following an announcement by US News & World Report that all five Inova hospitals were ranked in the publication’s top 15. “The power of flowers was evident today,” said Maris Angolia, president of Karin’s Florist. “Seeing the true smiles on the employees’ faces is why I love what I do.”

location location location After 75 years serving Bangor, ME and vicinity, about the only thing that could have made Lougee and Frederick’s Florist feel like an even more integral part of the community was to move into an old Victorian, classic New England clapboard house and turn it into a beautiful new location for the shop. Owners Bill and Clara Sheehan also rely on award-winning head designer Linda Murphy to turn out gorgeous wedding designs like this one as part of the shop’s recipe for success.

pos-itively helpful

myteleflora news | dec/jan 2013-2014

As easy as Teleflora POS systems are to use, it’s great to know that help is available when you need it, whether from the friendly support staff at Teleflora Technologies or from your local Territory Sales Manager. Here, one of Teleflora Canada’s new Territory Sales Managers, Lorraine Corbett, gives Tracy Bell a hand at La Belle Fleur Floral Boutique Ltd. in Surrey, BC. Tracy is the past president and current educational director of the Canadian Professional Floral Designers’ Association. Her award-winning shop serves the greater Vancouver area.

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party on Party work was also the theme of a Teleflora Unit program held at J. Merullo Imports and organized by the Big Apple Unit in Bethpage, NY. Kevin Ylvisaker wowed the crowd of 70-plus with his trademark humor and bold use of color.


member spotlight

remembering neil The floral industry lost a good friend in October, when Neil Caggiano passed away at 77, following a long illness. Neil was a second-generation florist who will be remembered for his gentle humor and selfless devotion to the industry he cared about. Known to all as “Mr. Wonderful,” he followed his father’s footsteps in launching the Glen Head Flower Shop in Glen Head, Long Island, NY in 1965. He and his wife of 45 years, Carol, sold the shop in 2000 but remained active in the floral industry, contributing their talents and expertise to SAF, to Teleflora, and to the countless loyal friends made over the years.

once upon a time Your design room may look a little different—but chances are you can spot some similarities with this one, from the early days at Jacobsen’s Flowers, which celebrated 93 years in business in 2013. Harold Jacobsen Sr. was son to the founder of Jacobsen’s; in the photo, Harold and his wife, Ethel, are seen with employees in Pontiac, MI. Today a fourth generation—Harold Jacobsen III and Amy Jacobsen—leads the business into the future as managers of three locations in Bloomfield Hills, Lake Orion, and Waterford, MI.

work and play Those look like happy florists in Richmond, VA, pleased to be bringing an educational program to the area, courtesy of the Colonial Virginia Unit of Teleflora and the Roy Houff Company. In the photo, from left to right, are Teleflora Territory Sales Manager Shawn Keith, Education Specialist John Hosek, Unit board member Cindy Reynolds and Unit President Stephen Morrin. The topic: parties! No wonder everyone is smiling.

fall in massachusetts Pumpkins and cornstalks couldn’t look more at home than in Middleton, MA, where new Teleflora member Denise Delaney, owner of Beech Tree Floral Designs, did a beautiful job of decorating for the season this fall.

the industry’s best-kept secret

In September, AFE launched an awareness campaign with an eye-opening animated video entitled “Murder, Sex, Greed.” The video is available to view—and easy to share with friends—on AFE’s website, where you can also find a wealth of information about the fund and its activities: www.endowment.org

dec/jan 2013-2014 | myteleflora news

Did you know the floral industry has its own endowment fund that spent more than $400,000 in 2013 to promote a brighter future for the industry? Since its inception over 50 years ago, the American Floral Endowment (AFE) has funded more than $15 million in research projects, delving into subjects that range from longer-lasting cut flowers to what makes consumers want to buy them (or not). The fund has also spent more than $500,000 on scholarships and grants to train and attract future industry leaders. Yet, many people in the industry aren’t aware of the fund. And that’s an important omission—not just so that credit can be given where credit is due, but so that more people can benefit from the endowment’s activities and be encouraged to contribute.

7


TECHNOLOGY

Newest DovePOS Puts Point-of-Sale in Your Palm The newest version of DovePOS takes management of your business from your storefront to your fingertips thanks to new and enhanced features you can access via your phone or tablet. Dove POS 6.2 features a new DovePOS module, eDelivery. This mobile application is used by employees to mark deliveries in real time and clock in or out directly from any web-enabled mobile phone, tablet or computer. eDelivery will make every member of your team happy and more efficient. Owners and managers can use the mobile module to access important business reports like sales and employee productivity from a phone, while delivery drivers can now clock out after delivering orders on their way home. eDelivery is also a winner with consumers. Share the joy of flower giving with senders when you send delivery photos including name of the person signing for the delivery directly to your customer via email within seconds of the delivery. The new DovePOS module also provides a quick and convenient way to complete delivery confirmations within seconds of delivery rather than waiting for your driver to return to the shop. Your own customers will receive a delivery confirmation within a few seconds of marking the ordering delivered while sending shops will receive an updated confirmation status. Teleflora’s new eDelivery module is a must have for any florist interested in more efficiently managing their business and improving customer service. You’ll save time while boosting profits as your delivery management is streamlined by a powerful tool that fits in the palm of your hand. The release of DovePOS 6.2 also features SMS Messaging or texting. This keeps customers up-to-date with instantaneous order and delivery confirmations delivered to their phone. Consumers will love this new feature that helps you improve customer service while reducing inquiry calls to your shop.

out of the box ideas

myteleflora news | dec/jan 2013-2014

A part-time lunch counter turns a flower shop into a meeting place.

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At Higdon Florist in Joplin, MO, customers can find more than just flowers. From 8 a.m. to 2 p.m., Monday through Thursday, they can get a rich cup of coffee, a snack, or even a tasty lunch at the “Higdon Hot Spot,” a tea room located right inside the shop. “The Hot Spot has been a part of our shop since 2001,” says Marcia Baker, who owns the shop with her husband Dave. “Our ‘cook’ was our best man in our wedding 43 years ago. He makes gourmet coffees, chai teas, delicious sandwiches and salads, and chicken tortilla soup from scratch. He greets people who come into the shop”—and the Hot Spot, which has been a successful part of the business on its own, also has been a way of building relationships with customers. It could be one reason why the shop, which is over 50 years old, has done so well since Dave and Marcia bought it 13 years ago—and why it bounced back after the tragic tornado that hit Joplin in May 2011. “After the tornado, so many people said to us, ‘We’re glad you’re still here.’ Our goal is to really value people, customers and employees alike,” says Marcia, “and to make them our priority.” The Higdon Hot Spot is one more way of doing that.


duck the halls Teleflora and the Robertsons have partnered this holiday season to help spread holiday cheer through the gift of flowers. This Christmas, Teleflora is ducking the halls with the Robertson family of “Duck Dynasty” fame to celebrate the release of their first Christmas album, “Duck the Halls – A Robertson Family Christmas.” Robertson Favorites: Three of our codified bouquets have been chosen by Robertson couples as their favorite bouquets, and will be promoted as the perfect showpiece to duck their holiday halls this season. Jep & Jessica’s Favorite

Willie & Korie’s Favorite

Teleflora’s Send a Hug® Cuddle Bears Bouquet T13X100A

Teleflora’s Holiday Flair Bouquet T13X200A

Jase & Missy’s Favorite

Teleflora’s Jeweled Ornament Bouquet T13X500A

Free Music Download: Customers who purchase a Robertson family favorite on Teleflora.com or eFlorist websites will receive a free music download from the new album. This partnership is sure to drive awareness of giving flowers and orders this holiday.

free marketing materials Download our free marketing materials! DOWNLOAD NOW Media Tour As part of the partnership, the first ladies of Duck Dynasty were all dressed up in their holiday best for a media tour where they spoke to more than 17 local and national morning shows across the country. The ladies spoke enthusiastically about decorating their homes for the holiday with flowers A BIG THANK YOU to Leslie Cobb at The Dean of Flowers in Farmerville, LA. Leslie was a huge help to the Teleflora team while filming with the Roberston Family for our "Duck the Halls" promotion. Be sure to check the Teleflora Facebook page in the coming weeks to see the Robertson's take a shot at designing their favorite Teleflora bouquets. Jingle Beards Send a FREE Robertson musical greeting card and say “Merry Duckmas” by creating your own Christmas card on Teleflora’s Facebook page.


V


Valentine’s Day {2014}

everything you need to make Valentine’s Day a success


Valentine’s Day VALENTINE’S DAY 2014

SENDER

74

26

WOMEN

MEN

%

AVERAGE MALE SPENDING

168.74

$

%

t SPEND BY GENDER u

AVERAGE FEMALE SPENDING

85.76

$

u Sender

Emotional States

1. Wanted a gift that would surprise the recipient

myteleflora news | dec/jan 2013-2014

2. Wanted a gift that would show how much I care

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3. Wanted a gift that would be pretty 4. Wanted a gift that would be suitable for someone very special 5. I was feeling confident that I was making a good choice

Who received flowers or plants for Valentine’s Day? (%)

ROMANTIC PARTNER.......

78%

MOM..............

8%

FRIEND...........

4%

CHILD.............

4%


by the Numbers VALENTINE’S DAY 2014

HOLIDAY SPEND

SPEND BY REGION

2010: 2011: 2012: 2013:

WEST: $119.82 MIDWEST: $110.96 SOUTH: $128.67 NORTHEAST: $146.30

$103.00 $116.21 $126.03 $130.97

}

TOTAL SPEND

18.6

$

BILLION (2013)

T Y P E S OF G IFTS

FLOWERS: 36%

CARD: 52%

CANDY: 50%

JEWELRY: 19%

u

FLOWER MAKEUP ROSES:

MIXED FLOWERS:

61

%

39%

Of roses: • Red:

69% • Non-Red: 31%

bo u q u et TYP E National Average Price ............... $81

Everyday Dozen Roses Arranged

National Average Price ............... $63

Valentine’s Day Dozen Roses Unarranged

National Average Price ............... $64

Everyday Dozen Roses Unarranged

National Average Price ............... $49

Ordered Day before Valentine’s Day: 44% Day of Valentine’s Day: 30%

SOURCES The Society of American Florists, 2013 National Retail Federation

Delivered Valentine’s Day:

78%

Where Delivered Delivered locally: 60% Wired or delivered out of town: 7% Cash and Carry: 25%

Teleflora’s Rose Classique T65-2A

dec/jan 2013-2014 | myteleflora news

Valentine’s Day Dozen Roses Arranged

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VALENTINE’S DAY 2014

SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

j anuary 2014 1

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Prebook VDay flowers, hard goods and supplies

Merchandise store for VDay

VDay prep staff meeting

Start VDay social media outreach

JANUARY

checklist

Clean Shop Forecast Sales Procure Hardgoods, Flowers, Gifts Merchandise Store for Valentine’s Day Merchandise eFlorist Website Holiday Bouquet Selection myteleflora news | dec/jan 2013-2014

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Mark down all leftover Christmas inventory

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Prep VDay selling sheets

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3

Schedule Staff

Start VDay email campaign

Confirm VDay temps

eFlorist important deadlines: eSAT and eFlorist Support are your sixth man this season. Use eSAT at any time to make changes to your website, or call us and we can take care of the changes for you! Just make sure to keep the following deadlines in mind: After January 24, 2014, we cannot guarantee any custom template changes, development of new sites or the registration of new URLs. Custom products must be submitted before January 31, 2014. We cannot guarantee requests for custom product additions or changes after January 31, 2014. Most other changes, such as price or delivery fee adjustments, can be guaranteed if submitted by February 7, 2014.


VALENTINE’S DAY 2014

SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

F E BRuary 2014 1 Upload custom VDay SKUs on your eFlorist site

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Send VDay direct mail

Assemble rose boxes and fill water tubes

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Post VDay bouquet collection on Facebook

Clean vases for VDay

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Valentine’s Day! Good luck!

Host a “Get Out of the Dog-House” sale

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Facebook, Tweet, Blog behind the scenes VDay bouquet creation

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Replace VDay merchandising with Everyday bouquets

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Email coupon to first time VDay customers

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FEBRUARY

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checklist

Make Bows, Fill Water Tubes Train Employees Green Containers Process Flowers, Tape Vases Fill Bouquet Recipes Fill Balloons

Post-Valentine’s Day Sales Analysis

Include a special offer for a future purchase with your Valentine’s Day deliveries. This is a great opportunity to lock in Mother’s Day sales! Set up a promo code on your eFlorist website and POS system so that customers can redeem their coupon online or in-store.

dec/jan 2013-2014 | myteleflora news

Create Delivery File/Will Call Process

catch them on the rebound!

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VALENTINE’S DAY 2014

2014 Bouquet Lineup To help you fill orders this Valentine’s Day, we will begin to reduce our Teleflora.com bouquet selection, giving premium placement to codified products, as we get closer to the holiday. The goal is to give you as much flexibility as possible in filling orders as well as to assist you in selling through codified products. On Teleflora.com we review various metrics to determine what bouquets should be part of the Valentine’s Day lineup. Follow these tips to ensure you have an effective merchandising plan in your shop: 1. Review sales from past Valentine’s Days and determine which bouquets sold well. This list will give you a good idea of what bouquets can be successful this year. a. Research your in-store and online sales because you might want to tailor your bouquet offerings differently based on the customer type. i. In-store sales (your POS system has built-in reports to help you find this information). ii. Look at your online sales (your eFlorist website has many reports available. Logon to eSAT for more information). 2. When selecting a lineup of bouquets to offer in-store and your website, it’s key to select products that fall into price categories that support your sales goals.

a. For example, if your past sales indicate that the majority of your customer base purchases bouquets over $130, then it will be important for you to offer bouquets in that price range.

Visit MyTeleflora.com/Vday-Toolbox.aspx to view the 2014 Teleflora.com Bouquet Lineup. Teleflora’s Heartfelt Bouquet (T14V100A)

2014 Containers

myteleflora news | dec/jan 2013-2014

Customers will surely fall in love with Teleflora’s Valentine’s Day keepsake containers. To view the full lineup of containers, visit MyTeleflora.com/Vday-Toolbox.aspx.

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Perfect for:

t Romantic

Perfect for:

Perfect for:

Friend,

Friend,

Mom u

Mom, Child u

Partner u

Teleflora’s Heartfelt Vase (14V100)

Teleflora’s Swirling Beauty Vase (14V200)

Teleflora’s Happy Hearts Bowl (14V300)

Teleflora’s Send a Hug® Bear Your Heart Vase (14V400)


VALENTINE’S DAY 2014

2014 Flower Breakdown Knowing what flowers you need during a big holiday like Valentine’s Day will help you prepare for incoming orders. We’ve created a breakdown of the flowers needed to fill the Teleflora.com bouquet lineup, including both codified and additional bouquets featured in the Valentine’s Day category. Now is a good time to forecast your sales and prebook your flowers to ensure you get everything you need at the best possible price. Hydrangeas

Standard Greens 12%

Orchids 1%

Filler Flowers 3 Chrysanthemums 4% Matsumoto Asters 1% Stock 2% Lisianthus 1% Sweet Peas 2%

Roses 40cm

Roses 50cm Miniature Carnations 4% Carnations 8%

Gladioli 1% Roses 60cm

Alstroemeria 5% Miniature Gerberas 1% Lilies 3% Tulips 9%

Spray Roses

Your one-stop online shop

for

Valentine’s Day SHOP NOW4 dec/jan 2013-2014 | myteleflora news

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VALENTINE’S DAY 2014

Send & Score Valentine’s Day Promotion This year, it is expected that roughly 74% of Valentine’s Day purchasers will be male. In addition, men will spend roughly $170. These two statistics present a compelling case to target the male demographic in our Valentine’s Day advertising and in the products we offer. With this in mind, we’ve created a promotion that is sure to capture the typical man’s attention and drive sales this Valentine’s Day.

myteleflora news | dec/jan 2013-2014

Teleflora is helping guys score not once, but twice on Valentine’s Day!

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• FIRST - Guys can score points with someone special when they send a beautiful Teleflora bouquet for Valentine’s Day. • SECOND - Consumers get a shot at an all-expense-paid trip to the NBA playoffs!

Now that’s a Big Score! Promotion Details Who: Consumers who purchase Teleflora Valentine’s Day Bouquets online Where: On Teleflora.com or an eFlorist Website (see next page for more details) When: January 26 – February 14, 2014 What: • Grand Prize: VIP trip for 4 to the NBA playoffs • Second Prize: 4 pairs of tickets (8 total) to a local NBA regular season game • Daily Prizes: NBA merchandise


VALENTINE’S DAY 2014

Take advantage of the Send & Score Promotion This Valentine’s Day, Teleflora has created the Send & Score promotion with you in mind. Florists with eFlorist websites who are codified for the Valentine’s Day containers are automatically opted-in to the Send & Score promotion. That means customers who purchase eligible Teleflora Valentine’s Day Bouquets are entered into the VIP NBA Experience Sweepstakes.

FSG Marketing Kit - Promotional Items

To give you a head start in marketing this promotion to your customers, we’ve included Send & Score promotional items (shown below) in this FSG Update Kit.

Table Tent Suggested Placement: - Check-out Counter - Valentine’s Day Merchandise Area - Cooler

Large Stickers Suggested Placement: - Valentine’s Day Poster - Storefront Window - Cooler

Small Stickers Suggested Placement: - Outgoing Invoices - Mini-Guides - Statement Stuffers - Business Cards - Flower Food Packets

Buttons Suggested Placement: -Sales Rep Shirt or Apron -Delivery Driver

FREE Additional Marketing Items [digital] dec/jan 2013-2014 | myteleflora news

Visit MyTeleflora.com/SendandScore.aspx to download our exclusive Send & Score Digital Marketing Kit. This kit is full of additional resources to help you market this promotion. Digital Marketing Kit Includes: • Social Media Skins (Facebook, Twitter, LinkedIn, Google+) • Online Banners (for eFlorist website) • Flyers (Self print) • Posters (Self print) • Sticker Label Templates (Self print)

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VALENTINE’S DAY 2014

Make Friends this Valentine’s Day As retailers, we tend to think of social media as a way to promote the products we sell. A better use for it is to strengthen connections with our customers. If you think of a Valentine’s Day as a first date, you can use your Facebook page, Twitter feed and blog to turn that date into a long-term relationship. People use social media to socialize, right? It’s no different for a business than it is for a person, so think about chatting up your customers rather than giving them a hard sell. What do you talk about? Anything and everything. The goal is to get a conversation going, no matter the topic, and as we’ve all seen, people love to weigh in using social media. The trick, as a retailer, is to steer some of those conversations towards your specialty: Creating and delivering gifts that convey emotions. Here are a few ways to strike up some lively conversations:

be a “gift whisperer” Help budding Casanovas this season by sharing your considerable expertise on ideal Valentine’s Day gifts. Post a different gift idea each day or every other day in the weeks leading up to February 14th. Make sure you link back to your website!

pop the question Start conversations by posing a question, something like:

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“What’s more romantic? Receiving flowers at work or having them delivered to the restaurant during dinner?” “What’s your favorite Valentine’s Day bouquet to give or receive? “Do you remember how you celebrated Valentine’s Day in elementary school? Did you have a special Valentine?

sharing is caring Ask people to share their best Valentine’s Day memories and offer a prize for the best story.

myteleflora news | dec/jan 2013-2014

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Sweeten the pot by giving a discount as a consolation prize to non-winners.

FREE VALENTINE’S DAY SOCIAL MEDIA KIT! Visit our Valentine’s Day Toolkit to download our free social media kit including skins, post imaages, and more! DOWNLOAD NOW4


VALENTINE’S DAY 2014

Rack Up Points this February Valentine’s Day is one of the biggest holidays in the flower business, and this year will be no exception. Teleflora’s Send & Score promotion offers customers an incentive for placing their Valentine’s Day orders online. There are a number of things you can do in addition to make the holiday a runaway success.

consult your playbook A professional athlete doesn’t walk out onto the court without having practiced their plays. Whether this is your first or your 40th Valentine’s Day, make sure to read the Valentine’s Day Playbook provided by Teleflora. It’s packed with game-day strategies that’ll help you drive orders…and drive away in a new delivery van!

VALENTINE’S DAY 2014

PLAYBOOK YOUR SUCCESS IS A SLAM DUNK!

score three-pointers Use eSAT to increase your delivery fee for February 14th. Customers understand that demand goes up for the holiday and you’ll be in better shape to cover your increased costs.

CLICK HERE TO VIEW THE PLAYBOOK ONLINE

catch them on the rebound Include a special offer for a future purchase with your Valentine’s Day deliveries. This is a great opportunity to lock in Mother’s Day sales! Set up a promo code on your eFlorist website and POS system so that customers can redeem their coupon online or in-store. eSAT and eFlorist Support are your sixth man this season. Use eSAT at any time to make changes to your website, or call us and we can take care of the changes for you! Just make sure to keep the following deadlines in mind: After January 24, 2014, we cannot guarantee any custom template changes, development of new sites or the registration of new URLs. Custom products must be submitted before January 31, 2014. We cannot guarantee requests for custom product additions or changes after January 31, 2014. Most other changes, such as price or delivery fee adjustments, can be guaranteed if submitted by February 7, 2014. dec/jan 2013-2014 | myteleflora news

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VALENTINE’S DAY 2014

merchandising {tips} 1

Sweeten things up by keeping the hand-blown clear glass Heartfelt Vase on display and filled with red, pink and white candy to show off the elegant hand-cut heart design. Be sure to keep these vases at eye level so your customers can see the beautiful detail of the etched heart. Don’t forget to hang the in-store poster from your FSG update kit for the perfect finishing touch!

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Encourage your customers to upgrade their rose bouquets with the limited-edition Swirling Beauty Vase and have bouquets ready to go in your cooler display. Be sure to keep some of the stunning art-glass vases empty on the shelves to showcase their unique elegance and rich red color.

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Spice things up and set the mood throughout your shop with the beautiful frosted Happy Hearts Bowl. Display the sweet heart patterned bubble bowls in groups of 3 or alone and fill them with tea lights, mixed bouquets and red hot Valentine’s Day candy!

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This “beary” sweet 3-in-1 gift is ideal for customers of all ages! The newest addition to Teleflora’s best-selling Send a Hug® collection is the Bear Your Heart Keepsake. It comes complete with a custom-designed honey-colored plush teddy bear and a box of Ghirardelli chocolate. Fill the vases with monobotanical bouquets and have them ready on your display shelves. It’s sure to be the perfect match for all of your last-minute shoppers!

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Transform simple white shelving for the holiday by adding Valentine’s Day flair using the season’s popular ribbon styles. Select a ribbon that is eye-catching and matches the color palette of your display. Cut strips of ribbon long enough to cover the edges of your shelves and attach them with UGlu™.

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Make a statement with wall decals that inspire romance. The decals shown play with the word “love” in many font types and colors. Leading up to the holiday, you’ll be able to find great Valentine’s Day decals in many local retail stores. There are also great online vendors that sell wall decals. Try DaliDecals.com. Set the scene for romance using a small round table adorned with tall, sculpted vases. It’s a great way to showcase an intimate dinner setting.

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Don’t forget about your Teleflora Valentine’s Day posters! These posters are perfect for windows, but are also a great addition to any in-store display. The rich red backgrounds in the posters will complement any Valentine’s Day setting and feature your Teleflora codified containers prominently for customers.

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Valentine’s Day isn’t complete without plush. This year, First & Main and GUND are offering cute and cuddly stuffed animals that will be a hit with customers. Be sure to add them to your display for a dash of personality that will surely drive your add-on sales! Our favorites are Ophelia (FM82-1) and Mushmellow Panda Love (GU62). Find them on themarket.myteleflora.com.

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Don’t be afraid to use the floor in your Valentine’s Day display. Placing plants on the floor is a great way to maximize the use of space. Draw customers into this often overlooked area with lively plush. The playfulness of the stuffed animals will make sure customers’ eyes scan your entire product offering.

dec/jan 2013-2014 | myteleflora news

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VALENTINE’S DAY 2014

VALENTINE’S DAY 2014

Win a new delivery van! This Valentine’s Day, Teleflora is giving you the opportunity to Score Big & Win Bigger! Participate in Teleflora’s winning plays for a successful Valentine’s Day and you could win a new delivery van!

HOW TO WiN: Florists can score points by doing any of the action items in the chart below, between November 1, 2013 and February 14, 2014. The more you participate, the more points you score and the more chances you have to win a new delivery van. Each point equals one (1) entry into the drawing for the van! 1. Become a Teleflora member 3 points

myteleflora news | dec/jan 2013-2014

2. Purchase products from the Valentine’s Day codified lineup

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2 points [per 12 pack]

3. Sign up for an eFlorist website

2 points

4. Purchase a 6" Directory ad

2 points

5. Participate in the Online Search Marketing program

2 points

6. Sign up for Holiday Co-op

2 points

7. Sign up for Teleflora Credit Card Processing

2 points

8. Purchase direct-mail collateral

1 point [per 200 pieces]

(statement stuffers, mini-guides, calendars)

Shops currently participating in the “plays” during the 11/1/13 – 2/14/14 time period will receive points that count towards the grand prize.

TO FIND OUT MORE, VISIT www.myteleflora.com/scorebig.aspx


VALENTINE’S DAY 2014

Score even bigger weekly from now until Valentine’s Day! Participate in our weekly “Play of the Week” contest for a chance to win. Week

Contest Details

Prize

12/9 – 12/13

Design Contest – Best ALL RED Love/Romance design in 14V200

OASIS Tools and Supplies Kit

12/16 – 12/20

Send us photos of your shop decorated for the holidays!

$50 Credit on your Jan CHS

12/23 – 12/27

Purchase your Vday Chocolate and or Plush on theMARKET this week!

Get $100 off on theMARKET

12/30 – 1/3/14

Update delivery fee and pricing on eFlorist site for Vday

Win 1 month of free eFlorist

1/6 – 1/10

Add custom design product or add-ons to your eFlorist site

Win a free photography studio kit

1/13 – 1/17

Purchase S&B flowers for Vday

Win FREE box of roses

1/20 – 1/24

Display Contest – Send us a photo of your Valentine’s display or shop window

Win $100 Gas Card

1/27 – 1/31

Send us a screenshot of your Valentine’s Day social media posts.

Win 12-pack of Eday product

Send us photos of your team hard at work to be featured on MyTeleflora News

$100 Amex gift card

2/3 – 2/7

VISIT MYTELEFLORA.COM OR OUR FACEBOOK PAGE TO GET THE DETAILS ON THIS WEEK’S PLAY OF THE WEEK CONTEST!


promotion

For every order you send through Teleflora between April 1 and May 11, you’ll be entered to win one of our fabulous spa prizes. The more orders you send, the more changes you have at winning! 1 GRAND PRIZE $20,000 Shop Makeover An ultimate shop makeover and a shop staff spa day for four. 10 FIRST PRIZES Shop Staff Spa Day Package - each valued at $600.


MyTeleflora News December 2013