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March/April 2017

canadianfloristmag.com

Rediscover the Joy of

PROM

Enter the Mind of a Millennial Give SnapChat a Try!

inside

• Prices that Appeal to All • Website Tweaks with Big Payoffs • Visual Merchandising Ideas with Impact

the web host with the most.

eFlorist provides the most comprehensive web-hosting services including expert support. It reaches more customers across multiple devices and languages to increase online sales.

To find out more ways we can grow your business, visit us at eFlorist4me.com or call 800.668.5770.

2 CANADIAN Florist | March/April 2017

Vol. 113 No. 2 • March/April 2017

features

departments

Chasing Unicorns Marketing tips that resonate with millennials

The Social Florist

COVER DESIGN BY TINKA MAGOSCI COVER PHOTO BY LINDSAY ULRICH

Fill Your Dance Card with Sales Advice to make prom a well-oiled machine

Florist Spotlight

“Mention prom season to most florists and you’ll hear groans and moans followed by horror stories of Momzillas, hot glue burns, late hours, and the torment of finding the perfect shade of teal for the customer. But this is the 21st century; stop acting like it’s 1997. There is a better way to get through prom season more smoothly, to make lots more money, and have less stress”

5 Easy Ecommerce Tweaks to Take Your Business to the Next Level Tightened security, transactional emails, and more

By Design

Rising to the Occasion

Care and Handling

Ask the SEO

On the Level with Neville

-Tim Huckabee, AIFSE

17 22

Arrange Your Visual Merchandising with Care and Precision Techniques that turn heads How to Raise Your Prom Prices Without Annoying Customers Pricing practices that really work

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.

March/April 2017 | CANADIAN Florist 3

Remember the Wonder by Katie Hendrick When I was a kid, the word prom carried so much weight. Over and over again, on television shows and in movies, I watched characters prepare for this event portrayed as the pinnacle experience of adolescent life. Prom represented everything my child/ teenage self longed for: romance, glamorous formal wear, and perfectly coiffed hair. (This was before the era of flat irons, and I fought—and usually

Vol. 113, No. 2 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

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EDITOR

lost—a daily battle against my thick, curly hair that settled in a puffy pyramid of frizz.) Every time I mused about how fabulous I thought prom would be, my mom would roll her eyes. After all, she’d gone to college, gotten married, had kids, and knew life had so many more riches to offer than some school dance. True, when the big night finally arrived, it wasn’t the “magical” affair I’d built up in my head, but I still had a really good time. Sure, when I look back at photos, I cringe at some of my fashion choices, namely my pale pink dress that looked like something Glinda the Good Witch would have worn (included here for your amusement). At the time though, I thought I was the epitome of glamour. It’s easy to be jaded, to forget those days when prom felt like a regal rite of passage rather than a silly night when teens pretend they are adults. Try to remember. It will make all aspects of your prom business—marketing, communicating with high schoolers, designing—so much more rewarding. You might have sold 42,693 corsages in your lifetime, but this is likely your customer’s first or second ever floral purchase. It’s a very momentous occasion. To help you prepare for the onslaught of happy shiny people headed your way in the coming weeks, we’ve dedicated this issue to all things prom, from marketing and pricing pieces to care and handling and construction tips for jewellery that won’t budge when teens boogie. You’ll also find an analysis of the millennial mind, as well as a guide demystifying the app beloved by high school students: SnapChat. We’ve rounded out the pages with strategies to grow your day-to-day business with topics such as e-commerce, visual merchandising, and design classes. We hope you enjoy the content and have a very prosperous prom season. If you have any best practices to share, please reach out to us at editor@canadianfloristmag.com.

@CanadianFlorist 4 CANADIAN Florist | March/April 2017

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

prom season.

I’m thinking beyond the wrist this

Prom is a chance for teens to showcase their unique style. My chandelier earrings are a one-of-a-kind floral accessory that make a big splash for a small spend. I can alter this simple, lightweight design to suit any prom-goer’s taste, and I’m able to prep the earrings weeks ahead of time, making them both time and costeffective. Get inspired with design ideas that fit your style at oasisfloralproducts.com/inspire.

Be a featured designer! Garrett Skupinski from St. Louis, MO, gets our vote for prom king after inspiring this design. Enter our Inspire Design Showcase on Facebook for a chance to inspire designers worldwide. March/April 2017 | CANADIAN Florist 5

bloomin’

biz Digital Technologies Growing More Integral to Canadian Small Businesses The use of social media and other digital tools have become increasingly important in establishing and operating a small business in recent years, according to a survey by the Canadian Federation of Independent Business, with over half of all small firms now utilising Facebook on a routine basis.

eye to the challenges small businesses face implementing them.

“Small businesses have come to understand how essential digital technologies are to their business,” said Corinne Pohlmann, CFIB’s senior vice-president of national affairs and partnerships. “As a result, more and more of them are adopting these technologies and integrating them into their activities every day. The vast majority now see having a website as essential to doing business and more than half of them have begun using social media, up from 27% in 2012.” To learn more about how small businesses are coping in the digital age, CFIB surveyed more than 6,300 members at the end of last year on their use of, and perspectives on, various types of digital technologies, with an

Some of the key highlights of the survey: •

Since 2009, use of Facebook has doubled from 22% to 54% while use of LinkedIn has grown from 6% to 32% and Twitter from 3% to 22%.

•

Facebook tends to be used more by consumer-facing businesses while LinkedIn is preferred by businesses that primarily deal with other businesses.

•

Younger firms are much more likely to use social media than more established ones, with 72% of those that have been in business for less than five years using social media versus 48% of those who have been in business for more than 10 years.

•

There was a greater tendency for businesses in sectors that have a consumer-facing focus to have an online store and update their websites more regularly.

“We found that the biggest challenge in adopting new digital technologies is that they are too time-consuming,” Pohlmann said. “They require constant updating and management, so larger firms tend to use them more than smaller ones as they have the resources to manage the tools properly. Also, about a third of small businesses found them too costly to adopt.” CFIB’s recommendations to policy makers include providing simple, cost-effective, “off-theshelf” digital tools for small business, creating a website of such tools to enhance digital literacy, and introducing a “digital technology deduction” so a business can write-off their investment

Record attendance at Landscape Ontario Congress ‘17

More than 13,650 professionals attended Landscape Ontario’s Congress ’17, marking the largest turnout in the show’s 44-year history. Canada’s premier green industry trade show and conference featured over 600 exhibitors at the Toronto Congress Centre Jan. 10, 11 & 12. “To achieve modern gardens, landscapes, nightscapes, outdoor living space or to source the latest trends in hobby gardening, our members and visitors need to have a one-stop buying venue,” said Heather MacRae, director of events and trade shows. “Congress’ popularity with our contractors makes us proud. Welcoming back retail suppliers and independent garden centre owners, our partners from Garden Expo, added excitement to the show after a 16-year hiatus.” Among the Congress ’17 highlights: the annual Landscape Ontario Awards of Excellence ceremony, the popular tailgate party, as well as a fantastic lineup of industry-leading speakers and conferences. “Hardscape Live” returned for the second year in a row, providing live ICPI hardscape installation demonstrations, and the members of the Ontario Provincial Police took audience members through vehicle safety and inspection information on the show floor. 6 CANADIAN Florist | March/April 2017

in the year of purchase. Pohlmann will be sharing these results on the impact of digital technologies on small business when she takes part in a panel discussion today at the Digital Adoption Symposium. The forum was set up in order to discuss and debate Canada’s digital adoption challenge, particularly some of the difficulties small businesses face in fully embracing digital technologies.

coast to

COAST

The Industry Mourns an Icon Barbara “Bobbi” Ann Ecker Blatchford died Friday, February 3, leaving behind two children and legions of fans throughout the world, prompting an explosion of tributes on social media for the inimitable “Bobaloo.” Bobbi’s illustrious career had anything but a conventional beginning. She was 16-years old, living with her grandparents in rural Iowa after her parents died. That’s when a yellow airplane landed just yards away. The pilot, Ted Ecker, approached her with a biedermeier bouquet, a gift for “the most glamorous woman in town.” Bobbi told him, “come back tomorrow,” because she was a lot more interesting than the town beauty queen. Ecker did just that, beginning a courtship that spawned one of the most talented, and beloved, floral designers. She started at her husband’s family’s retail flower shop and nursery in Waverly, Iowa, and went on to launch her own company, The Flora Pros in Chicago. Over the course of 60-plus years, she became an award-winning designer, a favorite commentator, and a coveted consultant for all segments of the industry, including growers, manufacturers, and distributors all over the world. Many organizations recognized Bobbi’s achievements, including the American Institute of Floral Designers, International Floral Expo, and the Society of American Florists, which awarded her the Tommy Bright Award, the top honor for floral education. In addition, United Flowers, a division of Preesman, named one its “High and Icon” roses after her. There is also a “Bobbi Cup” floral design competition held in conjunction with the Chicago Flower & Garden Show. Still, it was her effervescent personality and uncanny ability to make others feel special and

extraordinary that so many people recall — and her fondness for flamboyant hats (decorated with a flower, of course)! “Bobbi was an incredible influence for me and thousands more in the floral community,” said CF columnist Neville MacKay. “We will be forever thankful for her love and encouragement.” “A lady full of energy,” said Dorina Idvorian, a former floral instructor at Conestoga College in Kitchener, Ontario.

Pakistani Court Bans Valentine’s Day

COMING

EVENTS

MARCH

3-5: Great Lakes Floral Expo Grand Rapids, Michigan Michiganfloral.org 10-19: Canada Blooms Toronto, Ontario Canadablooms.com 12-14: Vancouver Gift Expo Vancouver, British Columbia Vancouvergiftexpo.com 19: The Profitable Florist Seminar with Tim Huckabee and John Forsyth Calgary, Alberta Floristssupply.com 22-26: World Floral Expo Las Vegas, Nevada hppexhibitions.com 24: Maple Leaf Cup Edmonton, Alberta Heatherdekok.com

The Islamabad High Court in Pakistan’s capital issued an order Monday, February 13, that banned the celebration of Valentine’s Day across the country.

26: Wedding Hands On Seminar with Loann Burke Winnipeg, Manitoba Floristssupply.com

The order prohibited the display of advertisements that referenced Valentine’s Day, banned the sale of associated merchandise (red roses included), and stated that the day could not be celebrated in “any public space or government building.”

26-29: Quebec Gift Fair Montreal, Quebec Cangift.org

The court’s order came after a petition was submitted by a citizen called Abdul Waheed, who claimed that ongoing Valentine’s Day promotions were “against the teachings of Islam and should be banned immediately.” Resistance against Valentine’s Day is not unusual in Pakistan. Religious groups, such as the Islamic political party jamat e Islami, have often protested against the holiday as an amoral appropriation of Western culture and hold rallies annually on February 14.

APRIL 2: Niagara Falls International Association of Florists Design Show Niagara Falls, New York Niaflorists.org

MAY 29: Canadian Florist Business Forum Vaughan, Ontario Canadianfloristmag.com

Organizing an upcoming event readers should know about? EMAIL khendrick@canadianfloristmag.com A FULL EVENTS LISTING IS UPDATED REGULARLY AT www.canadianfloristmag.com.

March/April 2017 | CANADIAN Florist 7

CHASING ( A K A M i l l e n n i a l s) By Michelle Brisebois

Flowers play an integral part in the process of growing up. From childbirth to the wedding (and everything in between—mitzvahs, sweet sixteen parties, proms, and graduations), floral design tends to find a way into the celebration.

late-90s is categorized as a millennial. If we do the math, front-end millennials are currently in their early thirties and back-end millennials are in their late teens (i.e., your prom customers).

When best-selling author and noted TedX speaker Simon Sinek’s video sermon on the challenges of managing millennials went viral in late 2016, baby boomers responded with glee. At last, their frustrations had been given a voice! Among Sinek’s points: millennials were cut off from the world because they were too enamoured with their mobile devices and they had an over-inflated sense of their abilities because they’d According to Environs Analytics received participation awards as research, millennials represent 30 children, presumably denying them percent of the Canadian population. the character-building experience of Florists who do a good job servicing defeat. (“Kids These Days!” might this market have enjoyed robust have been an appropriate title for this growth, as more and more teens video.) Youthful confidence, coupled become young adults with pay with inexperience, has frustrated the cheques. tribal elders for centuries. Journalist To appeal to the millennial consumer, Tom Wolfe’s 1976 New York we need to understand how they're magazine cover story titled “The defined, as well as what's important Me Generation” picked on the Baby to them in terms of the product and Boomers, so perhaps people who live how it's delivered. in glass houses with three bathrooms and a double-car garage shouldn’t Who is a Millennial? throw granite counter tops? Though specific cutoffs vary, it’s Sarah Thompson, a career coach in largely agreed that someone born Toronto, specializes in the millennial between the mid-80s and mid- to demographic. “The vast majority of Many business sectors are chasing the millennial consumer because the youngest part of this demographic will soon be entering the workforce en masse and could make up a significant customer base. It's also sexier to chase the youth market because fresh innovations typically emerge with young thinkers.

8 CANADIAN Florist | March/April 2017

millennials I’ve worked with are very social and want to have personal interaction. Many of them are sick of being online,”she said, negating the stereotype of a young ‘un hiding out behind a screen. Their social media activity isn’t as shallow or selfcentered as their elders like to think; rather, they use online networks to collaborate.

Individual Expression

Retailers need to embrace the fact that this age group values social activity, as well as individuality. For baby boomers and Gen Xers, it was important to fit in by having the “hot trend” or coveted logo on their apparel. This is not so for the younger consumer who sees exclusive (though not necessarily expensive) pieces as more special. “We know that the group pictures will be posted to social media, so it’s important that each prom floral design be unique,” said Deanna Naugler-Gear of Seaside Flowers in Lunenburg, Nova Scotia.

Male Involvement

She’s also seeing a shift in terms of gender participation in the floral decision process. “The guys are very involved in choosing the flowers and they often come in having researched the flowers, knowing the colours their date is wearing, possessing a clear

sense of what they want,” she said. This trend —men taking a more active role in the decision-making process — appears in the wedding world as well.

Colour and Design Preferences

Colour stories for prom are subtle and natural. “We’re seeing a lot of creams, blushes and champagne shades,” said Jessie Cochrane, owner of Mickey’s Flowers in Wetaskiwin, Alberta. The flowers often include succulents, berries, and eucalyptus. Choker necklaces are a hot jewellery trend in fashion, so have some choker designs ready for the season. Asymmetrical designs are popular with Seaside Flowers’s millennial customers. They also have an affinity for local botanicals, such as thistle and ‘honey bracelet’ melaleuca. “Millennials are used to shopping at farmers’ markets,” Naugler-Gear explained.

Peer Review

Millennials put at lot of stock in online product reviews, particularly those from anonymous sources with no incentive to sugarcoat the truth. By comparison, Money magazine reports that older adults rely more heavily on advice from people in their social circles. The bottom line: it’s wise to cultivate positive testimonials to post on your website and prominent review sites (Yelp, Facebook, etc.). This small and inexpensive tactic will go far in driving millennial consumers to your shop.

Millennials: Not So Different From Us Millennials have a lot of similarities with their Baby Boomer parents. Both groups had to compete with lots of people their own age for attention in crowded classrooms and later for jobs. Facing massive competition forces people to try to stand out from

the pack — action that leads outsiders to perceive millennials as self-absorbed.

“Millennials often take similar paths as their Boomer parents, but simply put their own twist on things,” Thompson said, citing, as an example, a photo of Prime Minister Justin Trudeau performing a complicated yoga pose on a desk in the middle of a work day. “There’s another famous picture of his father, Pierre Trudeau, taken decades earlier performing the exact same yoga pose, but out in nature,” she said. “Same pose, different context.” Millennials are trying to forge their own path, learn the ropes, and develop a sense of self. Promote your ability to listen and customize unique designs to showcase their individuality. Millennials have a strong fashion sense and aren’t afraid to spend money on pretty floral accessories. “They know what they want and bring pictures of the dress,” said Sharon Sorochan, a designer at Mickey’s Flowers. “Technology is a big advantage because prom customers can show us exactly how the dress looks on their mobile device and we design around the garment.”

Nurture Lifelong Relationships If you connect with customers at a young age, flowers will be top of mind throughout their lives. “Many of our prom customers walk by our store on their way home from school over the years and come in with their parents,” said Naugler-Gear. “I make a point of bringing them into the cooler at a young age and speaking to the different botanicals so they develop an appreciation as they mature.” (One young man came in recently to have an arrangement sent to his bank as a thank you.) It has been said that it is impossible to capture a unicorn alive but folklore also says, with the right enticement, the unicorn will gladly come to you. Michelle Brisebois is a freelance writer in Niagara on the Lake, Ontario. She has strategic marketing expertise in retailing, ecommerce, and brand positioning.

March/April 2017 | CANADIAN Florist 9