Teleflora Mother's Day Success Guide 2022

2022

MOTHER’S DAY SUCCESS GUIDE

TREND REPORTS

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ASK A FLORIST

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TOP 10 BEST SELLERS

TELEFLORA'S WHIMSICAL DRAGONFLY BOUQUET 22M200

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SOCIAL MEDIA

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CALENDAR APRIL M O N D AY 28

T U E S D AY 29

W E D N E S D AY 30

T H U R S D AY 31

Tuesday & Thursday Flowerbuyer Mother‘s Day Auctions are underway

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CONFIRM TEMPS

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MOTHER’S DAY MAYHEM

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Display merchandising items from Teleflora‘s FSG Update Kit

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SOCIAL POSTS

DIRECTORY

Schedule your social posts using Teleflora‘s Social Media Kit Bit.Ly/2022MdaySocialMedia

Look for your May directory, arriving in shops this week

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MERCHANDISING

In-person, hands-on design class at Hope Flower Farm

Join us for a Live Virtual Design Program in preparation for Mother’s Day

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

HOLLY CHAPPLE

Confirm Mother‘s Day temps and delivery drivers

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AUTOBIDS

SPECIAL AUCTIONS

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F R I D AY

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FINALIZE LINEUP

Finalize your lineup—see Teleflora‘s projected Best Sellers on p. 6

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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

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FLOWERBUYER

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Order with Flowerbuyer.com for last-minute orders

MAY M O N D AY 2

T U E S D AY 3

UPLOAD SKUS

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

W E D N E S D AY 4

PRIORITY OVERNIGHT

T H U R S D AY

F R I D AY

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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

COUPONS

Email a coupon to first-time Mother‘s Day customers

CONTENTS 04

TREND REPORTS Merchandising ideas for Mother’s Day

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BEST SELLERS Teleflora’s projected best sellers for Mother’s Day 2022

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TELEFLORA + CHEWY.COM Four exclusive pet-friendly sympathy bouquets

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ASK A FLORIST Tips from partner florists on having a successful holiday

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SOCIAL MEDIA How to drive social media engagement through Instagram Stories

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DOVE POS Accelerate sales with email marketing

MOTHER’S DAY TREND REPORTS ELEVATED ELEGANCE

MERCHANDISING TIP: Teleflora’s Dancing Beauty Bouquet 22M100

Inspire in-store shoppers with modern elegance by displaying this chic bouquet next to neutral pink candles for amplified charm.

PRETTY IN PASTEL

MERCHANDISING TIP: Teleflora’s Whimsical Dragonfly Bouquet 22M200

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2022 MOTHER'S DAY SUCCESS GUIDE

Pair this beautifully glazed pitcher with pastel-hued ceramic tableware and antique pieces for a whimsical yet timeless aesthetic.

STRIKING SPARKLES

MERCHANDISING TIP: Teleflora’s Shining Beauty Bouquet 22M300

This stunning container wrapped in a vibrant mosaic design is all about the glamour. Complement this statement piece with sparkling confetti and iridescent foil balloons to celebrate that special someone.

LAVISH IN LUXURY

MERCHANDISING TIP:

Teleflora’s Amazing Amethyst Bouquet 22M500

Embrace the exquisite, diamond-shaped patterns and eye-catching color by displaying this bouquet next to amethyst crystals and gem stones for a sophisticated décor.

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MOTHER’S DAY 2022 PROJECTED BEST SELLERS

Teleflora’s Shining Beauty Bouquet T22M300

Teleflora's Amethyst Awe Bouquet TEV60-7

Teleflora’s Amazing Amethyst Bouquet T22M500

Teleflora’s Dancing Beauty Bouquet T22M100

Teleflora’s Light On The Water TEV65-4

Teleflora's Perfect Spring Peach Bouquet T20E300

Teleflora's Mod Rose Bouquet TEV64-4

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2022 MOTHER'S DAY SUCCESS GUIDE

Teleflora’s Sweet Hummingbird Bouquet T22M400

Teleflora’s Whimsical Dragonfly Bouquet T22M200

Teleflora's Marvelous Mosaic T20S100

SENDING LOVE FOR PET BEREAVEMENT TELEFLORA + CHEWY.COM PARTNERSHIP

Teleflora is proud of our continued partnership with Chewy.com, as we have built impactful relationships through sending love to customers who have lost a pet.

Our partnership offers four exclusive pet-friendly sympathy bouquets that are a beautiful reminder that someone is thinking of them during these hard times.

Chewy.com customers don’t know that they are receiving these flowers, so this program is a great opportunity for your shop to create amazing brand loyalty.

This lovely surprise flower delivery will be remembered by customers for years to come.

PET-FRIENDLY CHEWY.COM BOUQUETS The following bouquets have been specially designed for Chewy.com customers to ensure we only use pet-friendly flowers as some blooms are toxic to dogs and cats.

Pet Friendly Serene Sunset Bouquet TEV63-4A

Pet Friendly Everlasting Bond Bouquet TEV63-3A

Pet Friendly Fields of Love Bouquet TEV63-2A

Pet Friendly Angel Wings Bouquet TEV63-1A

FULFILLING CHEWY.COM ORDERS Orders will be sent to you like any other order and Chewy.com bouquets will always begin with “Pet Friendly,” as seen in the examples above.

We look forward to this continued partnership and appreciate your participation in the program. For more information, call 800-421.2815 or visit https://www.myteleflora.com/chewy_partnership.aspx

ASK A FLORIST How are you helping customers celebrate motherly figures in the wake of the pandemic?

How are you planning Mother's Day differently this year as customers continue to spend more on this holiday year after year?

How are you marketing your shop to reach younger customers?

Customers are the heart of my flower shop; we are nothing without them! We will help our customers celebrate their motherly figure by offering them multiple avenues to order flowers from us (phone, website, in store) and giving them comfort in our safe delivery or pickup options keeping everyone's health concerns in mind.

Our average sale for Mother's Day has climbed year after year, and we will continue to offer products at higher price points to meet this trend while balancing the challenges of staffing and sourcing hard goods. We plan to remove lower priced products from our website and continue to offer chocolates, greeting cards, and other additions to each order.

We have been in business long enough that many of our high school prom kids are now our wedding clients and beyond. Our shop has Fred's Free Fridays (buy one get one free) as an affordable option for young adults that are learning to appreciate the benefits of keeping fresh flowers in their living space all the time. We also offer the technology to market to them via social media, mobile website, hashtag contests and more.

Renee' Potter AIFD, Fred's Flowers, Tempe, Arizona

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2022 MOTHER'S DAY SUCCESS GUIDE

Recently, we’ve been delivering flowers on a surprise basis to nursing homes. Doing so and participating in events like Make Someone Smile Week® has resulted in so much positive feedback from community members. We hope customers are reminded of the positive impact flowers have and that all types of figures in their lives, especially motherly figures, should be celebrated.

Through email marketing, word of mouth, and social media, we tell customers about any flower shortages and encourage them to order early. We already have orders for Mother’s Day! We also offer deliveries starting Thursday through Monday; this wider window provides more of a ‘Mother’s Day Week,’ which has been well received by customers.

We’ve made sure to have a strong social media presence, specifically on Instagram and Facebook so that we can connect with younger audiences. We also partner with local businesses that work with schools so that we can participate in events and connect in person with students and raise brand/floral awareness. We’ve also donated flowers to schools and churches to support our community.

Jill Tipton, Shawnee Floral and Gifts, Shawnee, Oklahoma

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FROM DAUGHTER TO MOTHER: GROWING LOVE AND SUCCESS KIM “MAMA KIM” BRANNAN OF STEM’S FLORIST Mothers will do anything to help their children flourish, like investing in education and laying a foundation for a strong work ethic. Kim “Mama Kim” Brannan did just that, along with taking over her daughter’s flower shop so her daughter could blossom even further.

Kim Brannan Associate IIDA is co-owner of Stems Florist in Florissant, Missouri. As a single mother who raised three children, Kim previously worked as a marketing director in the interior design space to provide for her children. Every summer, she encouraged them to work. When her daughter, Jenny Thomasson AIFD PFCI EMC, took a job at a local floral shop, their worlds would change forever.

Jenny took to the floral industry quickly, and by age 19 wanted to start a floral shop of her own. With no time spared, Kim embarked into discovering what was required for her daughter to create a successful business. She called florists throughout the industry for insights, performed market research, attended tradeshows, and dipped into savings.

Ultimately, they signed on with Teleflora, aligned with AIFD and SAF, and opened their doors of Stems Florist in 2004.

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2022 MOTHER'S DAY SUCCESS GUIDE

As seasons came and went, Jenny’s talents heightened and drew nationwide attention, including a request from the White House to decorate for Christmas. But juggling both her flower shop and various design opportunities grew challenging; she’d have to pick one or the other. With a close-knit family who couldn’t let either be sacrificed, Kim and Jenny’s previous husband, Joe, both immersed in the business, stepped in to cover ownership of the shop.

Since 2017, Kim has been co-owner of Stems Florist with Jenny as their design consultant. Their family helps also, with Jenny’s daughter Marcella already designing bouquets for sale.

As a mother, grandmother, shop owner, and active community member, Kim says her key to staying organized is writing everything down in her planner.

“In the early days, our Eagle Point-of-Sale made everything we did on a single basis work.” Today, their shop leverages Teleflora’s Dove POS and eFlorist services.

She’s found that achieving success for her business requires indispensable commitment to customers and the industry. It’s imperative to use your time wisely and be strategic with event participation; however, don’t be afraid to say yes to everything if it builds brand recognition. When life throws curveballs, “learn to pivot and make it work.”

Stems Florist is a proud member of the Hall of Fame by TheKnot Magazine with six years of "The Best" Award and eight years of awards from WeddingWire. Stems has been featured on the cover of Flowers& Magazine and in The Knot Magazine, Martha Stewart Weddings, St. Louis Bride and Groom Magazine. They participated in “Decorating the White House for Christmas” in 2014.

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INSTAGRAM STORIES Instagram Stories are a great way to keep followers and customers engaged with your shop. There are so many great functions within stories that you can add to enhance your visuals. We’ve pulled together a few helpful tips to help personalize for your needs.

CREATE POLLS

Use polls to pique interest and connect customers with your shop! It’s also an easy tool for getting feedback and making customers feel involved. We break this down into four easy steps.

STEP 1

STEP 2

STEP 3

STEP 4

Create Instagram Story

Select sliding scale poll or regular poll

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2022 MOTHER'S DAY SUCCESS GUIDE

Add Poll

Create a question and select either yes or no responses or custom responses

FLORAL TIPS, TRICKS, AND FACTS

Provide quick floral tips and fun facts for customers to drive engagement. Offer tips to lengthen the longevity of flowers, design tricks, or themed fun facts with images to keep fans coming back for content.

BEHIND THE SCENES

Give customers a sneak peek with behind-the-scenes content of the backroom. This is a great opportunity to show followers life as a florist and business owner while providing a personal connection to your shop.

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*Nortons Florist, Birmingham, AL Photographer: Sarah Helen

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EFLORIST TIPS TO PREPARE FOR MOTHER’S DAY Ensure that your website is set up for success by focusing on these three areas in advance of this Mother’s Day holiday: 01

REVIEW YOUR SITE’S HOLIDAY MERCHANDISING

eFlorist turns on the Mother’s Day category in advance of the holiday and remerchandises your site to keep your content fresh for customers. Even if you don’t manage categories yourself, review your Mother’s Day category products to make sure your shop’s best sellers from last year and other preferred arrangements are prominently displayed.

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INVITE CUSTOMERS TO TIP

Tips allow your customers to express their appreciation for your business. When enabled, your customer will be able to select a range of percentage tips (or another amount) once they begin the checkout process.

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CUSTOMIZE YOUR DELIVERY FEES

Customizing your delivery fees is a simple yet effective tactic to drive higher average order values for your business or to help manage order volume during the holidays. Your website allows you to increase fees based on delivery location, delivery date, or even the time between when the order is placed and when it is to be delivered.

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CONSIDER A HOLIDAY PROMOTION

Incentivize early orders with a promotion on orders placed a week before the holiday. Easily create a promotion code for 10% off, free delivery, or a free add-on item that can be displayed on your website or added to any of our eFlorist promotional emails.

If you are not comfortable making website changes yourself or would like a live tutorial, the eFlorist Web Services Support team is more than happy to assist you! Please give our team a call at 866.983.3923 or send an email to eflorist@teleflora.com.

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2022 MOTHER'S DAY SUCCESS GUIDE

ACCELERATE SALES WITH EMAIL MARKETING This holiday, increase your sales with a simple marketing solution that’s already available in your Dove POS system.

The Basic Marketing module allows you to send emails directly to your customers reminding them to purchase their flowers for major holidays, including Valentine’s Day, Mother’s Day, Christmas, Birthday, and Anniversary.

Upgrade to Advanced Marketing for custom campaigns at any time and additional holidays like Administrative Professionals’ Day, Easter, Sweetest Day, and Thanksgiving. Sending your customers these reminders increase loyalty and repeat business.

IT’S MARKETING MADE EASY: STEP 1

STEP 2

Choose from one of our email templates or upload your own image

Select your target customer list

STEP 3

STEP 4

Customize your message

Click ‘send’

 Watch this video to learn more!

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MOTHER‘S DAY FLOWER-PURCHASING PLANNER Get organized before Mother’s Day with this flower-purchasing planner. Use the planner to estimate the quantity and prices of popular seasonal flowers for Mother’s Day. We’ve included stems featured in Teleflora’s bestselling bouquets and their average Flowerbuyer Auction prices for reference.

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PRODUCT DESCRIPTION

UNIT

Alstroemeria Mothers Day Mix 70cm 4BL

Stem

$0.76

Aster Assorted 80cm 300gr/bu 10st/bu

Bunch

$4.38

Carnation Mothers Day Mix Select 65cm 25st/bu

Stem

$0.51

Chrysanthemum Spray C.D.N. Assorted 70cm

Bunch

$3.45

Gypsophila Xlence 80cm 250gr/bu 6st/bu

Bunch

$5.37

Hydrangea Medium White 15-20cm 60cm

Stem

$1.52

Hydrangea Mini Green 8-12cm 60cm

Stem

$0.98

Leatherleaf Florida Medium 46-55cm 20st/bu

Bunch

$3.01

Lily L.A. Spring Mix 2-3BL 70cm

Stem

$1.43

Mini Carnation Mothers Day Mix Select 60cm 10st/bu

Bunch

$4.31

Pittosporum Green 40-55cm 450gr/bu 7-8st/bu

Bunch

$3.80

Rose Freedom 60cm 25st/bu

Stem

$0.90

Rose Vendela 50cm 25st/bu

Stem

$0.81

Rose Pink Mix 50cm 25st/bu

Stem

$0.92

Rose Cool Water 50cm 25st/bu

Stem

$0.97

Rose Spray Mothers Day Mix 40cm

Stem

$1.08

Snapdragon Pink 75-80cm

Stem

$0.67

Stocks Double White 70cm 10st/bu

Bunch

$7.63

Tulip Single Mothers Day Mix 30-35cm

Stem

$0.90

Waxflower Purple Lavender 60-75cm 1lb/bu

Bunch

$9.63

2022 MOTHER'S DAY SUCCESS GUIDE

AV G A U C T I O N P R I C E @ C L I E N T

OPEN ON MOTHER’S DAY SUNDAY, MAY 8TH? With Mother’sDay, DayTeleflora falling on a Sunday, Teleflora making special efforts to route headquarter orders on to This Mother’s is making special effortsis to route headquarter orders to your shop for delivery your shop for8th. delivery on Sunday, To ensure that your shopwe receives every order will Sunday, May To ensure that yourMay shop8th. receives every order possible, will automatically bepossible, coding allwe shops automatically be coding all shops as open and delivering headquarter orders on Mother’s Day, Sunday, May as open and delivering headquarter orders on Mother’s Day, Sunday, May 8th.

8th.

If you plan accepting ordersforfordelivery deliveryon onMother’s Mother’s Day, Day, please visit plan to to be beclosed closedand andare notnot accepting orders visit MyTeleflora.com [link] or call us at 800.569.8302 to tell us that you opt out. or call Customer Service at 800-421-2815 to tell us that you opt out.

Thank you!

IMPORTANT INFORMATION FOR EFLORIST SHOPS Teleflora If you designated that your eFlorist website was open for deliveries on Mother’s Day Sunday last year, we will automatically update your eFlorist site to allow Sunday orders this Mother’s Day, May 8th. If that is not the case for your shop, we ask that you adjust your site settings to allow orders for delivery on May 8th. You can visit eSAT to enter an Exception Date, visit MyTeleflora.com, or as always you can contact your eFlorist support group for assistance at 866-983-3932.

Thank you!

Teleflora

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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