Issuu

July/August 2017

canadianfloristmag.com

How Corporate Clients Can

BOOST YOUR BOTTOM LINE

Why You Should Embrace Christmas in July Whatever Happened to

Flowers Canada Retail?

inside

Visual Merchandising Inspo Website Tweaks with Major Impact Press Pointers

PM42919543

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• Our best-in-class technologies, including our award-winning POS and web-hosting solutions, are built to run your business efficiently – connecting you with consumers and the largest network of florists. • We invest heavily in robust consumer advertising campaigns and develop unique and effective marketing programs and products – all to help you acquire and retain new customers.

We’ve made all the arrangements so your business can blossom. • We have industry-leading experience and knowledge, and are always available with the support you need – allowing you to stay focused on your business. • With over 80 years of partnership with florists, we are 100% committed to ensuring that every single order in our network goes to a local florist.

myteleflora.com

| 1.800.668.5770

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3/24/17 12:45 PM

Vol. 112 No. 4 • July/August 2017

12 COVER DESIGN BY JOSEPH DELARGE, ECO|STEMS PHOTO BY BEXOGRAPHY

We have intense deadlines, late nights, and highly emotional events. We become close to our staff as we push through these high stress situations. They become family too. So to set the record straight, traditional familyrun shops are not gone. The family has just gotten bigger as we adopt more loved ones to help us celebrate the lives of our communities. -Jennifer Harvey, CAFA, CFD

features 08 Summertime Strategies for a

departments

Florist Spotlight

By Design

Rising to the Occasion

The Social Florist

Jennifer’s Journeys

Life at Work

Ask the SEO

On the Level with Neville

14 24 28

Fruitful Year Plan Ahead Activities that Minimize Holiday Stress

Good Business Sense How to Increase Your Corporate Portfolio We’ve Gone Dormant Flowers Canada Retail Explains Organization’s Disappearance Let’s Get Visual Merchandising Ideas and Best Practices How High-End Stores Expand Their Base To Increase Sales And Profits Without Altering Their Brand Pricing

online Network with florists online

Have Your Say - Visit us online at CanadianFloristMag.com to share your comments on our articles, and be a part of the conversation.

Bloomin’ Biz/ Coast to Coast

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by Katie Hendrick That’s the question Derrick Myers, CPA, CFP, PFCI, posed to the room full of spectators at the 2017 Canadian Florist Business Forum May 29 in Vaughan.

FROM THE

EDITOR

In his presentation, “Finding Your Hidden Profits,” Myers, an accountant who’s spent more than 30 years working with retail florists, espoused the value of big picture thinking and goal making. “You can’t improve if you don’t know what you want,” he said. “You need a goal—your destination—clearly visible in your mind. This is true whether you’re trying to lose weight, learn a new skill, or increase your profit margin.”

But, of course, a goal without a plan is just a wish. Reaching the finish line requires a plan and constant dedication to it. “You have to chart your course. And you need to involve your staff in the process,” Myers said. “Think of them as your ‘crew’. If they’re not all working together on the same goal, your business—your ‘ship’—will not go anywhere.” Though he didn’t know it at the time, Myers’ message dovetails nicely with the theme for this issue: shifting the focus from the day-to-day grind to plan for a brighter future. We all know how chaotic the months from December through June can be. The seemingly endless string of holidays, proms, and graduations make it tough to get ahead. Immediate challenges often take priority over important, but non-timely matters, like managing your online reputation or updating your portfolio. Now that you have a little time to catch your breath (between weddings, of course), why not seize the opportunity to work on your business and not just in it? Here are just a few “grand plans” we have for you to tackle this summer: • • • • • • • •

Court corporate clients so you can enjoy more dependable cash flow all year long, as well as opportunities to flaunt your creativity Fine tune your website so it shows quality images of your exclusive designs Review Google Analytics data from the past year and use it plan improvements Solicit feedback and set procedures to respond to customer reviews (if you aren’t doing so already) Hunt for inexpensive yet intriguing props and map out visual merchandising concepts for months to come Plan holiday hours, events, and specials Schedule regular brainstorming meetings with your staff Get acquainted with the local media and score some free publicity

Vol. 112 No. 4 Editor Katie Hendrick khendrick@CanadianFloristMag.com 800-314-8895 ext 106 Advertising Manager advertising@CanadianFloristMag.com Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Ruby Coles Publication Mail Agreement #42919543 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO Strider Media, 6-6150 Highway 7, Suite 400, Woodbridge, ON L4H 0R6 distribution@CanadianFloristMag.com Printed in Canada ISSN 1700-5043

Circulation

e-mail: distribution@CanadianFloristMag.com Tel: 800-314-8895 ext 2 Fax: 800-755-7032 Mail: 6-6150 Highway 7, Suite 400 Woodbridge, ON L4H 0R6

Subscription Rates Canada - $30/1 Yr, $48/2 Yrs, $65/3 Yrs + HST USA - $69/1 Yr, $111/2 Yrs, $163/3 Yrs International - $99/1 Yr, $160/2 Yrs, $233/3 Yrs Occasionally, Canadian Florist will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2015 Strider Media. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication.

Dedicated to the memory of Bill Martin, and all those who gave of their time and resources to build up our industry.

www.canadianfloristmag.com

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‘Where Are You Going?’

a gift that sends well wishes.

Who wouldn’t smile when this arrangement shows up at their door? With bright cheery coral and sage

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colors this design is sure to catch the eye of any customer as well as raise the spirit of any recipient.

MOST INSPIRATIONAL FLORAL DESIGN: Get Well Design

Let our featured designers inspire you at oasisfloralproducts.com/inspire

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TRE’ GARNER AIFD

You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. July/August 2017 | CANADIAN Florist 5

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bloomin’

biz

Canadian Florist Business Forum Assembles Design, Financial, and Technology Experts Canadian Florist hosted its annual business forum Monday, May 29 in Vaughan. Dozens of florists gathered for a day jam-packed with educational lessons.

Laura Daluga, AIFD, owner of Department of Floristry in Ann Arbor, Michigan, kicked off the meeting with a mix of design advice and promotional ideas in “Exceeding the Demands of Today’s Gift Givers.” The fourth generation florist delved into the farm to vase movement and shared simple ways to be more sustainable, including using biodegradable containers, sourcing locally whenever possible, and implementing a vase exchange program. “Your customers do care about these things. It’s up to you to provide what they want and to let them know about it,” she said, adding that, “little actions can really add up.”

saying she’d decided to go with someone else,” he said. “We realized an instant quote was key not just to saving us time but to landing more clients.” This revelation led the husband and wife team behind Twisted Willow in St. Louis, Missouri to develop Stemcounter.com, event software that generates accurate proposals, professional contracts, and other event planning tools. In his presentation, O’Neil talked about ways to adjust labour and markup prices to maximize profits, shared six steps to determine how much revenue you need per event, and five solutions if you discover your markup is too high.

She encouraged florists to embrace negative space. “That’s your profit margin,” she said. “Plus, it’s dramatic and customers will be impressed.” Don’t shy away from DIY enthusiasts. “The maker movement can be a money maker and bring an entire new group of customers into your shop,” she said. If you sell consumers the supplies, “either they’ll ace it, want to design flowers over and over, and come back to you for materials or they’ll fail miserably and come back to you to do it properly.” She proposed concepts like a bouquet/ corsage bar, wine and design parties, and wedding centrepiece workshops. Lastly, she discussed cause selling and catering to customers’ philanthropic inclinations. “Pick something local and non divisive and promote the heck out of it,” she said. “And be sure you’re transparent about how much money you’re going to donate and where it’s going. Otherwise, people will be distrustful.” During “Markups and Profits and Revenues, Oh My!” Ryan O’Neil reflected on a missed opportunity his wife had a few years ago. She’d met with a bride and told her she’d get her a quote within in seven days. “On day six, after my wife had spent three hours calculating the costs discussed during the proposal, the bride emailed

inventory once a year at a minimum and using an accrual based accounting method. “For a clear picture, you want to record expenses in the proper month,” he said. “That’s when you accrue them, not when you pay for them. There can be a significant gap between the two when you pay with a credit card.” Horace Clark, of Yelp, revealed research about consumers’ buying habits in “Understanding the Mind of the Consumer.” The vast majority (96 percent) of Yelp searches for florists are unbranded, he said. “Most are searching by proximity,” he said. To capitalize on this, florists should consider geofencing, a marketing technique in which customers receive push notifications for a special deal when they’re near a particular store. “The majority of Yelp searches are also on mobile phones, so you know they’ll receive these messages,” he said. Clark also recommends retargeting, in which you set up ads to follow customers as they travel around the web. “That’s the cyber version of ‘moving’ with the consumer,” he said.

Derrick Myers, CPA, CFP, PFCI, an accountant with more than 30 years’ experience working with retail florists, focused on big picture thinking and goal setting in “Finding the Gold in Your Business.” “Write down your top 10 goals every day for a month,” he said. “This exercise is not hocus pocus. It is based on a part of the brain called the reticular activating system. You’ll be amazed how many goals you will accomplish when you’re focused on them.” Myers devoted much of his presentation to payroll costs, as he considers staff the most crucial ingredient to a flower shop’s success. “Your staff is your crew,” he said. “If they’re not working together, your business—your ship—isn’t going to go anywhere. You’ll never reach your goal.” He also addressed “cargo” costs (your Cost Of Goods Sold). “You need to know what your COGS should be and what they really are,” he said. He strongly suggests conducting a physical

Of course, he also addressed the elephant in the room: reviews. “No matter what you’ve heard, you cannot buy good reviews on Yelp,” he said. “There’s no special treatment for advertisers. The reviews come from customers, not our company.” You needn’t worry about an angry review torpedoing your business. “A 1-star review won’t kill your ranking,” he said. “What does hurt you is not responding.” A response shows that you sincerely care about your customer’s concerns and are willing to rectify the situation. Another sure way to lose business: have a blank or unclaimed business page on Yelp. “The more you tell customers, the more human you seem,” he said. “People prefer doing business with people rather than a faceless entity. If you don’t have anything up, they’ll just keep scrolling through other florists.” And good news: Yelp profiles are free. Attendees enjoyed a 45-minute networking break between sessions. Sponsors of this year’s Canadian Florist Business Forum included FTD, Smithers-Oasis, Alexandra Farms, Strider, Highland Evergreen, and Farm to Canada.

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COMING

EVENTS coast to

COAST

Westbrook Floral Adjusts Operations Westbrook Floral, a wholesale grower and distributor of flowers, recently announced a slew of changes to the company. “Our industry is changing significantly in response to new consumer patterns, including online buying, international trade issues, and cost increases,” said PJ Vermeer, chair of the board of Westbrook Group. Operational changes include growth in Vancouver, Montreal, and Mississauga to support the company’s cut flower product segment. The current Beamsville greenhouse locations will continue to grow and supply quality indoor plants for Canadian and U.S. wholesalers, as well as mass-market retailers. Current office and warehouse space will be consolidated in Beamsville, resulting in some layoffs. “Unfortunately business decisions like this are hardest because they impact the personal lives of our people,” Vermeer said. - PJ Vermeer Westbrook Systems, also located in Beamsville, whose core business is in greenhouse manufacturing, is experiencing strong growth and expansion, and will not be affected by the changes. The Westbrook Group includes four operating divisions: Westbrook Floral, Sierra Flower Trading/Savoir Fleur, Westbrook Greenhouses, and Westbrook Greenhouse Systems. The company has been part of the Grimsby/Beamsville community for more than 50 years and is recognized as a leader in the growing and distribution of cut flowers and potted plants.

Our industry is changing significantly in response to new consumer patterns, including online buying, international trade issues, and cost increases

JULY

1-5: AIFD Symposium Seattle, Washington Aifd.org 22: Society of American Florists 1-Day Profit Blast St. Louis, Missouri Safnow.org 25: FloralStrategies Webinar: Advanced Sympathy Sales floralstrategies.com

AUGUST

13-16: Toronto Gift Fair Toronto, Ontario Cangift.org 27-30: Alberta Gift Fair Edmonton, Alberta Cangift.org

SEPTEMBER

6: Floral Strategies Webinar: Advanced Customer Service Skills Floralstrategies.com 6-9: Society of American Florists annual convention Palm Beach, Florida Safnow.org 17-18: Florists Supply Design Show and Workshop with Neville MacKay, CAFA, PFCI Edmonton, Alberta Floristssupply.com 17-18: Florists Supply Design Show and Workshop with Donald Yim, AIFD Winnipeg, Manitoba Floristssupply.com 17-18: Florists Supply Design Show and Workshop with Loann Burke, AAF, AIFD, PFCI Vancouver, British Columbia Floristssupply.com 23: Society of American Florists 1-Day Profit Blast Boston, Massachusetts Safnow.org

OCTOBER

10: Floral Strategies Webinar: Easily Cut Costs and Boost Profits with Derek Myers, CPA, CFP, PFCI Floralstrategies.com 22-23: Canadian Academy of Floral Art Fall Show and Workshop Toronto, Ontario Cafachat.com

Organizing an upcoming event readers should know about? EMAIL khendrick@canadianfloristmag.com

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Summertime Strategies for a

Fruitful Year

By Tina Miller

YOUR WEBSITE Pull it up now. Be brutally honest. How does it look? Are your photos sharp, vibrant, and current? Or do you have pixelated images of designs from, say, 2006? A recent study by Adobe found that 66 percent of consumers prefer websites that are beautifully designed as opposed to those that are simple and plain. In fact, if the content and layout are unattractive, 38 percent of website visitors will leave the site, the same study found. Are you inadvertently driving away nearly four out of every 10 people who land on your website? Remember: your website and social media pages are extensions of your business. That’s the attitude Joseph Delarge, CAFA, takes with his Toronto shop, eco|stems. His site reflects the shop’s current offerings with stunning imagery, offers pertinent information customers want to know, and links to all things social media. What’s his secret? Summertime planning. Each summer, Delarge takes the time to map out the following year. This guide 8 CANADIAN Florist | July/August 2017

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ensures that he updates the site with fresh imagery, products, pricing, and shop hours in an appropriate window before new seasons or holidays hit. He also considers the time it takes to generate new images for the website and social media accounts, allotting time for design days, photo shoots, and even brainstorming. He gets inspiration from studying fashion sites and other florists’ work, and observing people in the city for an idea of local trends. He set up a photo studio in the shop where he memorializes favourite designs. But he doesn’t rely entirely on his own photography skills. Three to four times a year he schedules a shoot with a professional photographer who enhances the images with Photoshop. This ensures the shop has a multitude of photos to entice customers during the various seasons. A yearly agenda will keep you on track to maintain your aesthetically pleasing website. Of course, a remarkable website requires more than just pretty photos. Words are powerful. As we’ve discussed in past issues in the “Ask the SEO” and “The Social Florist” columns, a blog can do wonders for generating more traffic and engaging customers. Delarge also suggests adding an Instagram feed on the website. This helps streamline the process of posting and sharing images. Provide connections between your website and Facebook, Twitter, Google+, Pinterest, or any other social medium to which you belong. When you update the website, update the social media sites. Upload those fresh images or information to all media at once. Once you have landed on the digital impression you want to make on the public, it is important that you maintain it. “Visit, read, interact, and judge your website with your customer hat on,” Delarge said. “Have people who will be honest with you review your site and suggest ideas to make it easier to use.” Keep in mind, he said, that “a good website is never really finished!”

REVIEWS Surveys by BrightLocal, an international firm focussed on Internet search, found that 9 out of 10 consumers read and rely on online reviews before purchasing a product or service. In other words, reviews are paramount to your success. Having too few is almost as bad as having scores of complaints. How do you get more reviews? Look no further than the Easy Review Builder (ERB). The aptly named platform lets business owners avoid spending endless hours checking, rechecking, and replying to various social media streams. ERB is a one-stop-shop for you to see and take action on both positive and negative reviews. It includes a widget you publish right onto your website that sends negative reviews to your customer service team. From there, your team can take care of questions, concerns, and complaints. This provides a wealth of benefits. First, it allows you to tackle issues that might otherwise be lost in the Internet kerfuffle. Second, it streamlines the process; you can efficiently meet the needs of unhappy or concerned consumers. Taking some time this summer to set up this service can save you immense time when Valentine’s Day and other busy periods arrive.

COMMUNITY PRESENCE Although people are increasingly attached to their electronic devices, life, of course, exists beyond the Internet. Some personal, face-to-face time within the community can really boost your reputation, recognition, and sales. Delarge uses the summer to court the press. “Do everything you can to be the beneficiary of free coverage by local media,” he said. “Get mentioned in the paper, magazines, radio, blogs etc.” One tactic that gets reporters’ attention: collaborating with another local business to host a fun gathering or promotion. Have a mom and pop hardware store in the area? Think “lumber and lilacs.” How about a “latte and flower day” at a neighbouring café? How about a boutique? You could create floral jewellery for a fashion show or a “Splash into Summer” gala. Think of what you can do with the local eatery or dessert shop. Have you dabbled with edible florals? Not only can events get you into the papers, but also onto locals’ and tourists’ summer agendas. This summer, as you tend your rhododendrons and roses, don’t forget the importance of your 4 Cs: calendars, cameras, computers, and collaboration. Tina D. Miller is a writer, teacher, evaluator, puppy mother, fabric manipulator, and football enthusiast in Philadelphia, Pennsylvania. In 2008, she earned her MFA in creative writing and has since written and published several flash fiction stories, blog posts, and novels.

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