Teleflora's 2020 Mother's Day Success Guide

MOTHER'S DAY 2020

SUCCESS GUIDE

TREND REPORTS

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F LO R I S T F E AT U R E

TELEFLORA’S HEART STONE BOUQUET | T20M200A

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TOP 10 BEST SELLERS

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SOCIAL MEDIA

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TR EN D S Merchandising ideas for each Mother's Day codified container!

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TO P 1 0 L I ST Prepare your shop's inventory for the Mother's Day rush.

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TIM FAR R EL L ' S TI PS Six ways to maximize your shop's efficiency before Mother's Day.

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WI N N I N G B USI N ESS The Rose Boutique shares their winning model.

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ON E- H O UR UPD ATES Easy website updates to increase your traffic, orders, and AOV.

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Trends POWER OF PURPLE

MERCHANDISING TIP: If mom’s a nature-lover, pair the bouquet with other garden-themed items like a bag of birdseed, fun garden tools, or even a plantable greeting card that contain seeds!

Teleflora’s My Darling Dragonfly Bouquet

STONE AND SPARKLE

MERCHANDISING TIP: Highlight the elegance of this product for after-use by merchandising it with cooking ware, a draping plant, or even piling it high with lemons.

Teleflora’s Heart Stone Bouquet

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2020 VALENTINE'S DAY SUCCESS GUIDE

DIAMOND DESTINY

MERCHANDISING TIP: Bring sparkling blue to your Mother's Day store merchandising this year. This robin's-egg-blue color works well with many pink Mother's Day tones.

Teleflora’s Gem of My Heart Bouquet

LAVENDER LOVE

MERCHANDISING TIP: Create a lavender-scented relaxation kit to sell with this bouquet, including bath soaps, face masks, and candles.

Teleflora’s Love Squared Bouquet

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Ask a Florist What types of social media posts do the best for your shop?

When we post photos on Facebook of new products or displays, we see good results with customers calling or stopping by to purchase items. We also do a lot of social posts showing the staff working and doing crazy stuff for different occasions. These posts get a lot of engagement from our page followers.

What’s your Sunday delivery process like for Mother’s Day? Luckily most of our customers order early for Mother’s Day, so we are delivering all week. We try very hard to get all the deliveries done by Saturday, so we can spend Sunday with our families. If we do miss someone earlier in the week, we will deliver on Sunday to make sure the flowers are there for Mother’s Day. BEVERLY LUEDTKE | Owner of Bev's Bloomers in Ronan, MT

What types of social media posts do the best for your shop?

This year for the first time, we ran a Facebook contest to name our in-house special bouquets. We got hundreds of likes, comments and shares! We gave away a bouquet to the winner and plan on doing the same contest for our Mother’s Day bouquets!

STEVEN JONES | Owner of Granny’s Florist in Conway, SC

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2020 VALENTINE'S DAY SUCCESS GUIDE

Projected Mother's Day 2020 Best Sellers

Teleflora’s Gem of My Heart Bouquet T20M300A

Teleflora’s Heart Stone Bouquet T20M200A

Teleflora’s Magical Garden Unicorn Bouquet TEV58-4A

Teleflora’s My Darling Dragonfly Bouquet T20M100A

Teleflora’s Desert Sunrise Bouquet TEV55-6A

Teleflora’s Washed in Pink Bouquet TEV58-1A

Teleflora’s Style Statement Bouquet TEV58-6A

Blush Life Bouquet TEV56-3A

Teleflora’s Pink N’ Peach Paradise Bouquet T20M500A

Teleflora’s Love Squared Bouquet T20M400A

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Tim Farrell's Pre-Holiday Sho Owner of Farrell's Florist in Drexel Hill, PA shows how to get your shop in shape for Mother’s Day! Space

TIP 1

Clean up the workroom before the holiday. Anything that hinders a person from being productive must go!

TIP 3

$$$$

If your average sale is $60, have a $200–$300 bouquet in your cooler. You may not ever sell that $300 item, but it will drive up your average sale value.

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TIP 2

Delegate

Often business owners get caught up in "putting out the fires," so learn to delegate responsibilities to key employees.

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2020 VALENTINE'S DAY SUCCESS GUIDE

TIP 4

Point of Sale

Pull data from previous years.

One of the greatest things about having a POS system is having these figures at your fingertips.

op Efficiencies TIP 6

Sell Sheets

Create holiday sell sheets to hang by every phone, so all employees know the holiday plan.

Example Sell Sheet Teleflora’s My Darling Dragonfly Bouquet T20M100A $54.99

Talking points for the bargain shopper: “This is our best value of the holiday.”

Teleflora’s Pink N’ Peach Paradise Bouquet T20M500A $84.99

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TIP 5

Flowers

Look for great flower-buying opportunities on Flowerbuyer.com to purchase some of your flowers.

Talking points for the wowfactor customer: Describe as “luxurious, custom-made, handdelivered.”

Tim says florists need to take charge of the phone sales process and guide customers to select products that will make the recipient happy and ensure profitable order. Tim created a posted phone script with featured specials at every phone and point-of-sale station in his shop. During holidays, Tim includes only the top-10 items they will massproduce to sell for the approaching holiday.

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A Winning Business Model In 2019, The Rose Boutique won Business of the Year by the San Antonio Business Journal. Owner Chris Alderete attributes her success to community involvement and loyal employees. She said she continuously maintains a motivated staff by instilling respect, recognition, and fresh ideas among staff.

The Rose Boutique is powered by Chris and her team of four full-time employees, with more than 20 seasonal helpers on call. Early on, Chris established a common goal of working together to bring joy to others. She recruited a team who believe in this concept, and together they go above and beyond in servicing customers every day.

What’s your business background?

I stepped in as owner of the shop four years ago, and have worked in healthcare, television, and served on several boards as chairwoman and director.

How do you maintain loyalty among your employees?

Showcase your staff on social media and their great work. Show respect for every employee. We celebrate birthdays and accomplishments. During working holidays, buy them lunch and dinner. We look at holiday performance and discuss as a team how we can improve the next year.

How do you maintain motivation between holidays?

I find articles from different magazines, including Teleflora’s Success Guide, to share with my staff. We look at what other shops are doing and how they deal with challenges. We also see what’s going on in the industry to find new ideas.

What are some business tips you have for other florists?

Be involved in the community! It’s important to be at the table with your local Chamber of Commerce and leaders that care about small business. In order to compete, we embrace the fact that we are local, we design, we’re creative, and we’re a small business.

Learn more about the boutique at www.theroseboutiquesa.com

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Social Feature: In Bloom Florist Dani Gill, Marketing Director of In Bloom Florist in Orlando, FL discusses how the shop's social media strategy has evolved.

Who handles your social media posting?

We handle all our social media content and posting within our Marketing Department, which consists of a Marketing Director, a Marketing Coordinator focused on strategy and analytics, a Content Coordinator, and a Social Media Coordinator. We work together as a team alongside our owners John and Sally Kobylinski to brainstorm social media content and determine our strategies.

How has your social media strategy evolved?

In recent years, our team has shifted away from featuring stylized photos of our product, to more authentic content showcasing our customers and their stories. We also feature our employees and the day-to-day in our shop, while still showcasing our product and educating customers. Our goal with our social media accounts is to keep In Bloom Florist top of mind to customers and potential customers. As a company, we also want to stay focused on the special human experiences and stories that our staff is part of on a daily basis.

How are your posts for holidays different than non-holiday posts?

On an everyday basis, we are hitting on our key points of differences and giving a small window into the many stories behind the flowers. During the holidays we sit down with our customers, friends, and employees to interview them and give them a bigger platform to tell their stories.

For Valentine’s Day, you created a series highlighting different couples. What was the response like and do you have anything planned for Mother’s Day? We had a great response from the customers who participated in the Valentine’s Day series, as well as our other followers and community members who reached out to tell us how much they enjoyed learning about the stories behind the flowers. It helped us build a deeper connection with the customers who were featured, and reinforced our focus of showing the heartbeat of our business.

For Mother’s Day, we plan to do something in a similar theme, highlighting and sharing customers’ stories throughout the week of Mother’s Day. Our team will be meeting this month to determine what that looks like in detail.

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One-Hour Website Updates Follow this chart for ways to increase your website traffic, gain more orders, or develop a higher bouquet average order value before Mother’s Day! Each of these tasks takes less than one hour to complete!

MORE WEBSITE TRAFFIC

MORE ORDERS

HIGHER AOV

Update "About Us" content* Upload your logo and favicon or ask eFlorist!*

Define product pricing*

Customize delivery fees* Set up rewards program for VIPs* Set up PayPal for easier mobile checkout* Talk to an eFlorist representative about customizations*

FREQUENCY

* Annual Get ready for Mother’s Day! For help with any of these tasks, call our eFlorist Marketing Experts at 866.983.3932 or email eFloristhelp@teleflora.com.

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2020 VALENTINE'S DAY SUCCESS GUIDE

* Monthly

Mother’s Day Flower-Purchasing Plan Get organized before Mother’s Day with this flower-purchasing planner. Use the planner to estimate the quantity and prices of the popular seasonal flowers for Mother’s Day. We’ve included stems featured in Teleflora’s best-selling bouquets as well as average Flowerbuyer Auction prices for reference.

VA R I E T Y

STEMS NEEDED

COST / STEM

E S T I M AT E D C O S T

F B AV E R A G E P R I C E

Roses, 50cm, Hot Pink

$0.33 per stem

Roses, 50cm, Lavender

$0.51 per stem

Lily, Asiatic, White

$0.69 per stem

Lily, Asiatic, Pink

$0.80 per stem

Stems Alstroemeria, Light Pink

$0.41 per stem

Stems Alstroemeria, Purple

$0.42 per stem

Stems Carnation-Miniature, Pink

$2.75 per bunch

Stems Carnation-Miniature, Lavender

$2.88 per bunch

Leatherleaf Fern

$2.17 per bunch

Chrysanthemums, Cushion Spray, White

$2.39 per bunch

Chrysanthemums, Cushion Spray, Purple

$2.33 per bunch

Stem Roses, Spray, Pink

$0.41 per stem

Stem Roses, Spray, White

$0.59 per stem

Total:

Need space to add more flowers? Download the longer printable version of the planner at bit.ly/FlowerbuyerSheet. Visit Flowerbuyer.com or call 877.625.3243 to register and save on your Mother's Day flowers!

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OPEN ON Mother's Day? SUNDAY, MAY 10TH Let us know if you plan to be open and accepting orders for delivery on Mother's Day. Teleflora is making special efforts to route headquarters and florist-to-florist orders to your shop for delivery on Sunday, May 10, for Mother's Day, ensuring that your shop receives every order possible.

Please visit MyTeleflora.com or call 800.569.8302 starting March 18th to tell us if you will be open!

TIPS FOR SUCCESS Flexible Codifications give you real-time control over your delivery areas. You can turn specific delivery ZIP codes on and off any time you like! Available on MyTeleflora.com, the Holiday Delivery tab will become active as the holiday nears, allowing you to add and delete delivery ZIP codes for the Mother's Day period, so you can focus on quality customer service for your area.

Order Delivered? Send a Confirmation. Customers expect delivery confirmations. Confirm your deliveries as soon as possible, and avoid fees by sending confirmations by 9 p.m. (local time) on the requested delivery date. To avoid confusion, confirm the delivery AFTER it has been made.

APRIL M O N D AY

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T U E S D AY

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SPECIAL AUCTIONS

W E D N E S D AY

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T H U R S D AY

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Tuesday & Thursday Flowerbuyer Mother’s Day Auctions are underway

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AUTOBIDS

F R I D AY

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Set your autobids on Flowerbuyer.com— the earlier the better!

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CONFIRM TEMPS

MERCHANDISING

Confirm Mother’s Day temps and delivery drivers

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DIRECTORY

SOCIAL POSTS

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Schedule your social posts using Teleflora's Social Media Kit Bit.Ly/2020MdaySocialMedia

Look for your May directory, arriving in shops this week

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Display merchandising items from Teleflora's FSG Update Kit

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FINALIZE LINEUP

Finalize your lineup—See Teleflora's projected Best Sellers on p. 7

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OPEN ON MDAY?

Are you open on Mother’s Day? Let us know at MyTeleflora.com or by calling 800.569.8302

MAY M O N D AY

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T U E S D AY

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W E D N E S D AY

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UPLOAD SKUs

T H U R S D AY

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Upload custom Mother’s Day SKUs and update pricing on your eFlorist site

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F R I D AY

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FLOWERBUYER

Order using Flowerbuyer.com’s Buy the Bunch® for small quantity or last-minute orders

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PRIORITY OVERNIGHT

MOTHER’S DAY IS SUNDAY, MAY 10

Last chance to order flowers using Flowerbuyer.com's Priority Overnight.

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ANYTIME BOUQUETS Replace Mother’s Day merchandising with Anytime bouquets

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15 COUPONS

Email coupon to first-time Mother’s Day customers

Helpful Contact Numbers Customer Service:

eFlorist: 866.983.3932 800.421.2815 U.S. and Canada

DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m.

(CST)

Products: 800.333.0205 Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com: 877.625.3243