2020 Valentine's Day Success Guide

2020

VALENTINE'S DAY SUCCESS GUIDE

TREND REPORTS

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

TELEFLORA'S PLAYFULLY PINK BOUQUET | T20V300

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TOP 10 BEST SELLERS

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SOCIAL MEDIA

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JANUARY Mon

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Display merchandising items like the Love Out Loud bunting from Teleflora's FSG Update Kit

Flowerbuyer.com Tuesday and Thursday auctions begin

Merchandising

Auctions Underway

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Autobids

Set your autobids for Flowerbuyer.com

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Statement Stuffers Send Valentine's Day Statement Stuffers and other mailers

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Prep

Projected Best Sellers

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

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Valentine's Day prep – Staff Meeting

FEBRUARY Mon

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SKUs & Pricing

Upload custom Valentine's SKUs and update pricing on your eFlorist site

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Social Media

Post, Tweet and blog behind-thescenes Valentine's Day bouquet creations

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Last day to order your flowers on Flowerbuyer.com using priority overnight

Post a cute Galentine's Day Bouquet for best friends!

Priority Overnight

Galentine's Day

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Happy Valentine's Day

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

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VALENTINE'S BEST SELLERS Prepare your shop's inventory for the Valentine's Day rush.

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SOCIAL MEDIA How Galentine's Day can get you more, and earlier, orders.

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FLORIST FEATURE A Missouri florist's flower bar that has expanded into much more.

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10 WAYS Florists show off their unexpected uses of containers post-holiday!

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Trends SILKY, SATIN, AND RED

MERCHANDISING TIP: Keep the stunning combination of ruby red and sage green blooms in a romantic setting. Deep, luxurious colors mixed with silky, filmy fabric.

Teleflora's Radiantly Rouge Bouquet

PRETTY IN QUARTZ

Teleflora's Pretty in Quartz Bouquet

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MERCHANDISING TIP: Millennial Pink, move over for the Rose Quartz. Showcase this ethereal color as a perfect display piece on a mantel, or with a battery-operated candle for a whimsical glow.

ARTISANAL AFFECTIONS

MERCHANDISING TIP: Love is in the air!

Display these love ornaments in a tree floating along with other symbols of love.

Teleflora's Playfully Pink Bouquet

LOVE'S TRUE COLORS

Teleflora's Ooh La Ombre Bouquet

MERCHANDISING TIP: Pull out all the stops this Valentine's Day with red mercury décor. Display red mercury hearts along with soft pinks for a showstopping display.

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Ask a Florist What's your best advice for a successful Valentine's Day? Make sure you are organized and prepared! Create plenty of greened-up containers and pre-made arrangements, so you can just grab and go. Also, make sure you have enough delivery people hired so you can get all arrangements out in a timely manner.

When the holiday is over, take notes of what worked and what didn't work. Good records will help you be prepared for next year's Valentine's Day. RODNEY JOHNSON | Dogwood Floral Company, Dansville, NY

Do you have a different strategy for a Friday Valentine's Day during a holiday weekend?

It's all in the marketing. Most people will make a long weekend out of the holiday when it falls on a Friday, which can cause you to lose sales. Direct your marketing to have it delivered early on Thursday. Use slogans like "Do the unexpected; have your flowers delivered early."

RALPH A. GIORDANO | Giordano's Floral Creations, Fort Pierce, FL

What's the best advice you've been given for Valentine's Day or would give to a new shop?

I keep track of all previous holidays, dances, events, with all the details including what the weather was like! Being in Indiana, we never know what mother nature is going to do. My employees laugh at me because I'm watching the weather weeks early. We use clear bags to cover product so it's easy to see through, faster to cover, and more protective from the elements. We also don't use clear vases during Valentine's; we always use colored vases and containers. There's less worry of changing water all the time.

LANA HALE | Mounts Flowers & Gifts, Lebanon, IN

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Projected 2020 Best Sellers

Hugs and Kisses Bouquet with Red Roses T11Z100A

Teleflora's Playfully Pink Bouquet T20V300A

Heart and Soul T11Z102A

Teleflora's Radiantly Rouge Bouquet T20V100A

How Sweet It Is T46-1A

Dance with Me Bouquet with Red Roses TEV12-5A

Teleflora's Ooh La Ombre Bouquet T20V400A

Be My Love Bouquet with Red Roses T128-2A

Teleflora's Pretty in Quartz Bouquet T20V200A

Full Of Love Bouquet TEV24-2A

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10 Ideas for Container After-Use Teleflora partner florists share how they use Teleflora containers in innovative ways!

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Use extra containers for a bouquet making workshop like Lucky Flowers in Kennewick, WA.

Lake Worth Florist in Fort Worth, TX, transforms a Teleflora Father's Day container into a holiday arrangement.

Add some local plumage! Evelyn's Designs Florist in Richfield, PA, created this bouquet using the Teleflora's Wild Autumn Cube for the start of hunting season.

Flowers at Sunriver Villa in Bend, OR, merchandised their Teleflora's Blue Skies cylinder with the Instagram caption: "Colder weather coming, it's time to bring some plants inside, and we've got you covered with our decorative pots!"

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Lindy's Flowers in Springfield, MO, repurposed Teleflora's Bubbling Over Cylinder into summer wedding centerpieces.

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Fill a Teleflora mug with candy or other fun goodies like Fort Lewis Flower Shop in Fort Bragg, NC.

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Petals Flower Shop in Owenton, KY, added the "Celebrate" pick from Teleflora's Celebrate in Style Cube to this one-of-a-kind birthday arrangement!

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Flowers at Sunriver Villa in Bend, OR, utilize Teleflora's the Gorgeous Gratitude container to promote Wife Appreciation Day.

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TSM Janice Curran shares her after-use container ideas for around the house.

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Use the color cubes and the Art Glass Cylinders for a cute display.

‌ Store makeup and bathroom toiletries!

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What is Galentine's Day? Popularized by the television show Parks and Recreation, Galentine's Day is a holiday celebrating friendship the day before Valentine's Day. This year, Galentine's Day will be on Thursday, February 13th. This holiday is popular among Millennial women wanting to celebrate friendship during a traditionally romantic holiday period.

How to Celebrate: SPECIAL BOUQUETS Create a special Galentine's Day bouquet or use Teleflora's Washed in Pink Bouquet as your Galentine's Day special.

FSG KIT Use the FSG Kit Valentine's Day Poster as a heart-felt poster for celebrating friendships.

#GALENTINESDAY

Post a fun bouquet using the #GalentinesDay hashtag on all your social media. Use this post from Teleflora's Social Media Kit to promote the fun holiday.

Owner Steve Jacobson of French Florist, Los Angeles, CA, writes on his blog:

Since your girls will likely be receiving chocolates and red roses the next day, make Galentine's Day a totally different flower experience and an equally enviable one. If you're planning a true girls night out, spread that table with flowers they can all take away as gifts. Or be bold and surprise your bestie with flowers at work; she won't see it coming and will have a beautiful bouquet before everybody else in the office.

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SAVE THE DATE //

09 28-30

Please save the date for Teleflora's industry-leading 2020 Tech Conference to be held September 28–30, 2020, at the Sheraton Atlanta Hotel in Atlanta, GA. Teleflora remains 100% committed to providing our florists with best-inclass technology products and services. We look forward to celebrating our valued partnership with you.

We are thrilled to host a variety of events and classes focused on new ways to optimize your technology platforms and social media to grow your business. In addition to our popular oneon-one labs, point-of-sale sessions, and eFlorist classes, we will offer business and marketing seminars as well as opportunities to hear from industry leaders, including our keynote presentation from Google.

To make sure you receive the latest information about the 2020 Tech Conference, please visit http://bit.ly/TelefloraTechCon and opt-in to receive our emails. Registration will open soon.

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Florist Feature: Flower Bar Fridays Owner and Lead Designer Deanna Grant of The Bloomtique in Cameron, MO, gained walk-in traffic and new business with a new feature event: Flower Bar Friday. Deanna has a Master's in Education and uses this event to combine her two loves—teaching and floral design. Customers can make their own bouquet while Deanna guides them through the process and provides information about the flowers, care guidance, and design help.

"Flower Bar Fridays brings in walk-ins, weekly regulars, and friend groups," said Deanna. "People say it's way more fun than a painting class!"

THE CONCEPT BYOB ("Build Your Own Bouquet")—The Bloomtique has containers to purchase or you can bring your own container.

THE PRICING $12.99 for basic and add-ons are extra.

THE RESULT Deanna has expanded her clientele and booked weddings due to the weekly Friday event. In 2020, she's expanding to include bouquet making parties. She said they are creating radio advertisements for corporate events, private parties, and even bridal parties where a bride and bridesmaids can make boutonnieres or centerpieces for a wedding.

Check out The Bloomtique content at bit.ly/BloomtiqueFlower

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eFlorist's Guide to Google What is Paid Search?

You can purchase ads on search engines, like Google, to drive customers to your website.

How do Google Ads Work?

Once you create a Google Ads account, choose keywords you want to target. Then, set the highest price you are willing to pay for a single click of your advertisement—this is called cost per click (CPC).

The average (CPC) can be <$1 during non-holiday periods. Your bid is compared to other advertisers' bids on the same keyword for placement on Google.

TIP #1: Link your advertisement to a web page with relevant material and provide the same price or offer as the advertisement.

TIP #2: Show relevant and original content that helps users complete their tasks. Make sure the landing page is easy to navigate.

TIP #3: Run a price promotion advertisement to persuade new shoppers to click on your ad instead of a competitor's ad. Test multiple offers to find out which receives the most clicks and delivers the best profits.

Be holiday ready! If you are interested in having Teleflora place ads for you, call our eFlorist Marketing Experts at 866.983.3932 or email efloristhelp@teleflora.com and get started today!

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Flowerbuyer Grower Spotlight: Flores Sagaro S.A.

Sales Manager Nathalie Lebon of Flores Sagaro S.A. in Bogota, Colombia, shares their story!

How long has Flores Sagaro S.A. been in the business?

As a leading company, Flores Sagaro S.A. has been committed since 1979 in producing the best quality flowers in the region.

The farm is located in the Sabana of Bogota and spans more than 150 acres.

What sets Flores Sagaro apart from other growers?

Flores Sagaro S.A. has been developing a strong relationship with customers from the United States, Canada, Europe, Asia, and South America. Likewise, since its creation, we have been committed to the protection of the environment and the welfare of all our employees. Our employees always work to reach our final goal, which is customer satisfaction.

What flowers does Flores Sagaro S.A. grow?

A wide assortment of roses and carnations are grown all year round. We produce about 60% roses and 40% carnations. Our farms are divided into 22 hectares of carnations and 40 hectares of roses.

What is the most important part about growing?

We maintain the same quality all year round. Our customers know exactly what to expect when they buy from us. We also pride ourselves on a great customer service team with a quick response time.

Find flowers from hundreds of growers on Flowerbuyer this Valentineâ&#x20AC;&#x2122;s Day season!

Visit www.flowerbuyer.com or call 877.625.3243 to register today.

Get Your Shop Holiday Ready Valentine's Day Prep: SECURE ORDERS: Send your customers email reminders encouraging them to place their Valentine's Day orders at least two weeks prior to the holiday.

AUTOMATE SOCIAL MEDIA POSTS: Our Social Media Kit contains banners, images, and messages already written for you! Download it at bit.ly/2020VdaySocialMedia and schedule your posts in advance.

PLAN DELIVERY AREAS: The Flexible Codifications Holiday Delivery tab becomes active on January 31st. Add or remove delivery areas for headquarter orders at bit.ly/FlexibleCodifications.

CONFIRM BUSINESS HOURS: If you have changed your shop's hours, please contact support at 800.421.2815 to let us know.

Valentine's Day Rush: CONFIRM ORDERS: Teleflora doesn't penalize you for refusing an order, but please reject it within one hour, so that another shop can pick up the order.

Not responding to an order results in a "non-delivery" fee.

SEND DELIVERY CONFIRMATIONS: Today, customers expect to receive a confirmation after the delivery has been made. Delivery confirmations are an easy way to ensure customer satisfaction.

Support: AT CAPACITY? When you reach your order capacity, place a Dove Stop on your shop. Visit MyTeleflora.com/Stop_Dove.aspx to learn how.

NEED HELP? Simply send Teleflora a message through your Dove or POS system, and we'll have support contact you.

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