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Vol. 111 No. 3 • May/June 2016

10 COVER PHOTO COURTESY OF UBLOOM.COM Our previous issue erroneously credited Kelly Blank, uBloom’s creative director, as the photographer of the cover image. Canadian Florist regrets this error.

Whether it’s a first time little nosegay for the beach wedding of a sweet country girl, a daring calla and anthurium cascade for a diva, or a “third time’s the charm!” bouquet for a “seasoned” bride’s stroll down the aisle, put your signature on the event, do your best, and love the flowers at all costs!

features 14

Wedding Trends to Have and Hold…

A wedding planner divulges the looks today’s brides and grooms love.

Lean On Me: A Wholesaler’s Tips for a More Perfect Union

A wholesaler shares why you really, really, really should place wedding orders early.

Make Way for Momzilla

A florist offers a tactful way to put a fussy mother in her place.

-Neville MacKay

Visit the Florist 2.0 Community to talk shop with other florists from Canada and around the world. Ask questions, share tips, and find a sympathetic ear!

08 departments 06 Coast to Coast/ Bloomin’ Biz

08 For Your

Consideration

10 Florist Spotlight 12 The Social Florist 16 By Design 20 Tech Tips 24 Rising to the Occasion

26 Care And Handling

28 Ask the SEO 30 On the Level with Neville

May/June 2016 | CANADIANFlorist 3

www.canadianfloristmag.com

mag.co

WWW. Whose Day Is It?

When Ryan and I planned out this issue, we settled on a very broad theme: weddings. As for individual topics, we kept it pretty loose. We simply asked our contributors to share their observations and insight on this category of business. As articles began pouring in, I couldn’t help but notice a recurring message: The couple’s wishes are what count — period. The wedding planning process is a noisy one. Parents have opinions. Friends have opinions. Planners have opinions. Vendors have opinions. While a lot of couples welcome some guidance as they navigate the hundreds of little details involved in the planning process, most resent being told, “this is how you should do it,” especially if the advisor’s tastes run contrary to theirs. FROM THE When my parents wed in 1980, they decided very few elements of their own wedding. Basically, they chose the venues (my mother’s hometown church and country club), the time of day (11 a.m.) and the dress (a long-sleeved lace A-line gown for her, a morning suit for him). The rest was left to my grandmother. That was the norm for their generation, or so my mother tells me. She has no regrets that she didn’t personally select the table linens, cake, or daisies lining the church aisles. Brides today feel differently. They want to see, touch, and taste before they declare yay or nay. In “Wedding Trends to Have and Hold,” (p. 14) Meagen Eagles, a wedding planner in Niagara, describes how wedding consultations have changed over the years. No longer does the mother of the bride call the shots; these days, brides and grooms seem more invested in the event. They come to her brimming with ideas to make their wedding as personal an affair as possible. Why might this be? Citing statistics from the Canadian Census that show people are delaying marriage until their late twenties or early thirties, CF contributor Michelle Brisebois hypothesizes that these couples a) have experienced more “life” and want to show it and b) depend less on Mom and Dad to foot the bill, thus they’re not beholden to their parents’ wants. This loss of authority can sting for parents. In “Watch Out for Momzilla,” (p. 22), Annabel Yarnell, owner of Thistles and Twine in Toronto, shares some of her experience dealing with forceful mothers and strategies to make sure Mommy Dearest doesn’t crush her daughter’s spirits and wedding dreams. Professionals, too, sometimes have trouble holding their tongues. Columnists J Schwanke and Neville MacKay both address the importance of creating designs that satisfy the client’s request, even if you’d prefer something totally different. “It’s the BRIDE’S day, not the florist’s,” Schwanke says (p. 8). Keep this in mind not only when you meet with clients, but also when you see a snarky article online about tacky wedding trends and feel tempted to hit “share.” Rounding out the issue, you’ll find tips to minimize your stress as you plan a wedding. Cavelle Martin, a former wholesaler, shares best practices for ordering wedding product (p. 18). Tech Tips author Abby Driver outlines two software programs to streamline your process of developing a quote (p. 20). Care and Handling expert Gay Smith, of Chrysal USA, details how to keep flowers looking fresh during hot outdoor weddings. We hope the information leads you to many happy and profitable walks down the aisle.

EDITOR

Cheers! Katie

@CanadianFlorist 4 CANADIANFlorist | May/June 2016

Advertising Manager advertising@CanadianFloristMag.com Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Jamarrian Johnson 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

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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 - 1 Year $25.20 (includes GST) $27.12 (includes HST/QST) (HST - #840509202 RT0001) U.S.A. - 1 Year $ 40.00 Cdn 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

by Katie Hendrick

Vol. 111 No. 3 Editor Katie Hendrick khendrick@CanadianFloristMag.com 800-314-8895 ext 106

My designs cascade like the passion of the day.

A wedding is a celebration of love. My cascade design symbolizes this outpouring of emotion, while its unexpected colors express the bride’s unique style. On trend with a clean, modern edge, my creation shows exactly why the bouquet is a major focal point on the big day. Say “I do” to your own creativity, and get inspired with fresh design ideas at oasisfloralproducts.com/inspire.

Inspire florists worldwide! Best wishes to Lori Himes from Walkersville, MD, who inspired this design. Her creativity is overflowing. Enter our Inspire Design Showcase on Facebook for the chance to have your design featured!

bloomin’

biz

Fraud Hits One in Five Canadian Small Businesses

raudsters have scammed 20 percent of Canadian small businesses in the past year, according to a report from the Canadian Federation of Independent Business, which takes more than 27,000 calls each year from small business owners. “Fraud is a serious threat to unsuspecting small businesses and an ongoing challenge for our economy,” said Plamen Petkov, CFIB vice-president, Ontario and Business Resources. Small businesses impacted by fraud last year lost, on average, $6,200 to scammers. More than half of those business owners say the stress and hassle were worse than the financial losses, citing lost time, stress, and a negative impact on staff morale.

“Knowing what to look for is the key to prevention,” Petkov said. CFIB identified some of the most common scams, warning signs, and tips to avoid them.

Credit Card Fraud

What to watch for: 1. Larger than normal orders 2. Orders that include more than one of the same item 3. Orders made up of only “big-ticket” items 4. Customers insisting on rush shipping 5. Shipping to international addresses, especially when that is not a normal transaction for the business 6. Customers using multiple credit cards, but shipping to the same address 7. Orders on the same card, shipping to multiple addresses What to do: 1. Use chip and PIN whenever possible. 2. Don’t be afraid to ask for ID—remember you are protecting the customer too. 3. Verify card security features (raised numbers and text, hologram, signature).

6 CANADIANFlorist | May/June 2016

Directory Fraud

What to watch for: 1. Addresses that don’t make sense 2. Invoices that don’t include reference numbers

What to do: 1. Do not call the number on the invoice you have received 2. Do a separate search for the actual company’s phone number 3. Call them and reference the invoice number; they will be able to confirm whether or not the invoice is valid 4. Ensure there are no demands for payment in the fine print. To read the full report, visit cfib.ca/BeFraudFree.

coast to

COAST

COMING

EVENTS MAY 2016 18: FloralStrategies Webinar: Web Photography 3.0 floralstrategies.com

Canadian Florist Business Forum: A Can't Miss Day of Tech, Sales, Marketing, and Design Advice

30: Canadian Florist Business Forum Toronto, Ontario

canadianfloristmag.com

Save the date: The 2016 Canadian Florist Business Forum will be May 30 at the new Universal EventSpace in Woodbridge, Ontario. This one-day event will feature some of the industry’s most sought after speakers who will deliver tech, sales, marketing, and design advice to improve your efficiency and profitability. The theme for 2016 is Focus: Profits! Each presenter will cover a segment of the marketing and fulfillment cycle: understanding the consumer, marketing to grow sales from new and current customers, making the most of every customer interaction, and delivering a floral design that is both profitable and distinct.

The panel includes: • Adam Jones, Account Executive at Google, will deliver insights into the modern consumer mindset, and how shopping behaviour is changing due to immediate access to information. • Rick Rivers, owner of A Floral Boutique in Ormond Beach, Florida; author of “Blooming at the Top: 12 Strategies to Double Your Sales” and “No Fishing in My Pond”; and founder of Florist Bootcamp, will present simple ideas to help retail florists jumpstart their sales. • Tim Huckabee, a Canadian Florist columnist and founder of FloralStrategies, will show how to communicate with customers for better satisfaction and higher sales point. For the first time, CFBF will be featuring an educational design program. The theme will be delivering profitable and stylish floral arrangements to set you apart from the competition.

To register, visit CanadianFloristMag.com/business-forum/

JUNE 15: FloralStrategies Webinar: Flower Shop Secrets floralstrategies.com 20-22: International Floriculture Expo June 9-11, 2015

floriexpo.com JULY 3-7: AIFD Symposium Orange County, California

Aifd.org 9-12: Cultivate 16 Columbus, Ohio

cultivate16.org 13: FloralStrategies Webinar: Profitable Gift Basket Design floralstrategies.com AUGUST 7-10: Toronto Gift Fair Toronto, Ontario

cangift.org/toronto-gift-fair/ en/home/ 14-17: Alberta Gift Fair Edmonton, Alberta

cangift.org/alberta-gift-fair/en/ home/

A FULL EVENTS LISTING IS UPDATED REGULARLY AT www.canadianfloristmag.com.

May/June 2016 | CANADIANFlorist 7

F O R YO U R

CONSIDERATION

By J Schwanke, AAF, AIFD, PFCI Photos courtesy of uBloom.com

hen I sat down to write this column, I decided I’d focus on wedding trends. I have my own observations from attending gift shows at places like the Dallas Market, reading magazines, and generally keeping up with what florists around the world are doing. But I started wondering, “What is the Internet saying about today’s wedding trends?” So I did a Google search for “wedding trends.” One of the first hits was a piece by Brides magazine: “It’s Time to Retire These 5 Wedding Trends.” This baffled me. How could a wedding trend be bad? Trends cause excitement! Trends increase creativity. Trends, which stick around long enough to gain momentum, give us an opportunity to consider how flowers fit into a given theme, perfect that look, and showcase it to the eager public. Something becomes a trend because people like it. So what could possibly due for retirement?

Take a look at wedding photos from 10, 15, or 20 years ago. They look dated, of course, and today’s incredible events will look dated as well when 2030 rolls around. IT’S OKAY! We’re not hired to create a look that will stand the test of time. Nothing lasts forever and a lot of things will come in and out of style (mums and carnations are making a comeback, by the way). It will happen naturally. There’s no need for some bridal journalist to force it. So, let’s ignore that article and instead dig into these trends that likely resonate with a lot of your customers.

To my disappointment, four of the five trends Brides dissed involved flowers. Seriously?! The lone exception was fire. I bet that one surprised you as much as it did me. I couldn’t imagine how “fire” could be a trend, but the article referenced drunken people holding sparklers over the bride’s veil as she exited the reception. Maybe the wedding planner should give guests a short lesson in fire safety instead of simply nipping this one. But, I digress… Let’s talk about the other four, those involving floral décor: burlap, mason jars, ombré, and baby’s breath. It really irritates me that the author would dismiss these styles. Even worse: I saw my industry friends sharing this post on their social media pages. They were embracing this nonsense! Posting something like this on Facebook is like putting a “CLOSED” sign in your shop window. What if a potential client had her heart set on a shabby chic wedding and now knows you think it’s tacky? Here’s the thing about weddings that the author of that article and the people who shared it forgot: the wedding is all about the BRIDE. It’s her day, not the florist’s. It’s all about her: her tastes, her fashion, her desires, and her theme. We simply provide a service, albeit a very valuable one! We translate her dreams into the event of a lifetime— no matter what she chooses!

8 CANADIANFlorist | May/June 2016

BURLAP - It’s organic, it’s natural, it goes with just about anything. The biggest complaint I hear from florists is that the price skyrocketed when it became popular! So what? You charge more for it. There’s no law saying you can’t pass on your costs to the consumer. When something gets more popular, it’s going to cost more money. It’s a simple case of cause and effect. Plus, all our manufacturers have been on the burlap bandwagon for a long time, so florists have plenty of burlap products at their disposal (ribbon, vases, covers, you name it!) to get really creative. Long story short: burlap isn’t going anywhere so go ahead and embrace it.

MASON JARS - These make great vases. They immediately make your floral design look “wholesome and natural,” which oh so many customers crave. They are easy to transport and easy to give away. They are inexpensive. They are easy to design in—no chicken wire necessary! Just plop and drop. Mason jar designs are as low labour as they come. Sign me up!

OMBRÉ - Really? The author made fun of a bride who “even had ombré hair and nails.” Um, hello? The bride clearly loves the look, which is all over the place. I see it in fashion, furnishing, home décor, even automobiles. It’s here, folks! And it’s so perfect for the floral industry. Most flowers come in a wide variety of tints, tones, and shades. This makes recreating this trend sooo easy. Pick a colour, choose multiple tints and shades, and arrange them in an order that shows off their gradation. It looks really awesome in photographs. And photographs serve as free advertising for your wedding business. BONUS! One more note on ombré: An easy way to increase your profit margin is to create an ombré rose petal aisle. Anyone on your staff (who isn’t colour blind) can create it. And then you get to charge for the time it took and all the roses you had to tear apart, just as if you took time to design them.

BABY’S BREATH Yeah, let’s pick on a super durable flower that’s easy to get, easy to care for, easy to design, and affordable. Great idea for the industry! Now, go to Pinterest and search “baby’s breath wedding” and try to count the results. You can’t; there are literally thousands. If the scent bugs your client, mist it with one part fabric softener and four parts water. My mother’s been doing that with daisies, limonium, and baby’s breath since the 60s. I find it really negative to tell our customers that we don’t want to do what they have fallen in love with because we are tired of it! Weddings are the epitome of customer service. Never tell a client “this is silly/out of style/ boring.” Instead, it’s time to put on our happy face, realize “we got this,” and recreate her Pinterest boards (and maybe even make her dream look better). Then, we should get the photographer to capture these popular styles and post them online. We can attract even more customers who want the same look because we did it so well. Here’s what I’d like to see retired: the complaining and negativity. We need to embrace our passion for flowers (all of them) and turn our customers’ feelings into beautiful designs—designs they find beautiful.

J Schwanke is the host of Fun with Flowers and J, the first web-based TV show about flowers. He is also the author of “Fun with Flowers” and “Bloom 365.” Learn more about flowers at uBloom.com and more about J at JSchwanke.com.

May/June 2016 | CANADIANFlorist 9