Issuu

January/February 2017

canadianfloristmag.com

DOZENS OF

tips

for a PAINFREE and PROFITABLE Valentine’s Day

Botrytis and Bent Neck, BE GONE!

GO GREEN

with the 2017 Colour Forecast

inside

How to Hire a Social Influencer Signs You Need to Upgrade Your IT Tales from Ecuador’s Flower Farms

PM42919543

CanadianFlorist.indd 1

30/12/2016 16:05

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.

ÂŠ2015 Teleflora EF4216M

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

2 CANADIAN Florist | January/February 2017

CanadianFlorist.indd 2

30/12/2016 16:05

Vol. 112 No. 1 • January/February 2017

08 features COVER DESIGN BY PEGGY WIEBE

COVER PHOTO BY JAKE OLDENKAMP, KAMP PHOTOGRAPHY

18 22

departments

Tips for a Successful Valentine’s Day Marketing guru Rick Rivers shares his playbook Stay Sweet This Valentine’s Day Strategies to keep your composure in high stress How to Use Discounts to Your Advantage During Holidays Pricing practices that really work Colour Code Shades that will dominate 2017

Network with florists online Our previous issue misspelled the name of Katrina Crawshaw, author of “A Royal Visit.” Canadian Florist regrets the error.

CanadianFlorist.indd 3

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

Florist Spotlight

The Social Florist

By Design

Tech Tips

Rising to the Occasion

Care and Handling

Ask the SEO

On the Level with Neville

January/February 2017 | CANADIAN Florist 3

30/12/2016 16:05

by Katie Hendrick In my mid and late twenties, I was an avid runner. I logged 10 kilometers most mornings before work and completed six half marathons. It’s hard to remember those days now as I huff, puff, and stare at the countdown screen on the treadmill, willing time to go faster. Turns out, after a four-year hiatus, a habit can morph into a chore. To make my former pastime a little less excruciating, I downloaded an app that delivers on demand personal training classes. I’ve been using it for about six months. While I don’t yet find running to be as effortless or FROM THE therapeutic as did my younger (and slimmer) self, I now feel energized and motivated when I lace up my tennis shoes. That’s because I have a coach in my ear offering words of encouragement. Really, it makes a world of difference.

EDITOR

Selling Valentine’s Day flowers is a bit like running a long race. Both events give your bottom line a boost—literally and metaphorically—but they require weeks of arduous prep work and mental toughness to persevere on the big day. Wish you could just fast forward to February 15? You are not alone. Let us be your cheerleaders. We’re here to empower you so you can tap your inner strength to muscle through the holiday and come out victorious. But in lieu of toe touches and catchy chants, we have cheat sheets. Our contributors have outlined proven best practices to get you in top shape for Valentine’s Day. Lindsay Ulrich spoke with Rick Rivers, an internationally known floral marketing guru, to get his top tips to make easy money (p.8). To discount or not to discount? Mark Anderson tackles this tricky question and explains pricing strategies to appeal to a variety of customers without sacrificing your profit margin (p.18). Sales and customer service expert Tim Huckabee presents language that makes customers feel good about spending more (p.24) and Gay Smith details behaviours that lead to a Valentine’s Day free of botrytis, bent neck, and bruised petals (p. 26). Rounding out this advice, Cavelle Martin offers a blueprint to remain courteous and kind even when under extreme pressure (p. 14).

Vol. 112, No. 1 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 - 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.

You Can Do It!

www.canadianfloristmag.com

Our hope is that, after reading this issue, you approach February with confidence and anticipation rather than worry or dread. Take heart knowing you have the goods and the gumption to have a wildly successful holiday. Now c’mon, florists, get up and go! @CanadianFlorist 4 CANADIAN Florist | January/February 2017

CanadianFlorist.indd 4

30/12/2016 16:05

16SMO0

The real

glamour

is in the back room.

Join these featured designers in our 2017 Inspire Design Showcase.

OASIS® Floral Products would like to thank the talented floral designers who shared their creativity with us in 2016. Let’s keep the momentum going! Follow us on Facebook to enter the 2017 Inspire Design Showcase. You could have your arrangement featured in a national ad, on our blog and more. Go to oasisfloralproducts.com/inspire to get inspired.

Be a featured designer! Visit us on Facebook to enter.

January/February 2017 | CANADIAN Florist 5

CanadianFlorist.indd 5

16SMO003_CallForEntries_CF.indd 1

30/12/2016 16:05

11/21/16 9:31 AM

biz

In late fall, International Floral Distributors released its Flower Trends Forecast, an annual report on emerging flower and floral décor trends for weddings and events. Designer Michael Skaff, a freelance designer in Savannah, Georgia, led this year’s forecast, after spending about two years researching and examining consumer preferences in regards to flowers, home décor and fashion design.

Canadian Small Businesses Celebrate CETA Deal On October 31, Prime Minister Justin Trudeau and European Union Council President Donald Tusk signed the Comprehensive Economic and Trade Agreement, which includes goods, services, investment, government procurement, and regulatory cooperation. The CETA deal should give Canadians an opportunity to gain preferential access to the largest market in the world. “It will provide a much needed boost to our economy, and benefit small businesses across Canada,” said Dan Kelly, President of the Canadian Federation of Independent Business, in a news release. “A number of small businesses already trade with Europe, and welcome the opportunity to increase their trade and open up new trading avenues for their Canadian goods and services.” CFIB representatives had travelled to Europe several times, lobbying for the deal, which they believe will benefit small and medium-sized businesses on both sides of the Atlantic Ocean. According to CFIB surveys, small firms see trade with the European Union as a valuable buffer to avoid relying exclusively on trade with the United States. “As a progressive trade agreement, CETA illustrates that likeminded partners can come together to improve trading opportunities,” Kelly said. “Canada and the EU have shown astute leadership by signing this deal.”

“In these times where information on new styles and fashions is readily available, consumer preferences can change quickly,” Jeff Lanman, executive director of IFD, said in a news release. “The flower industry needs to be responsive to the changing marketplace and Flower Trends Forecast provides important information to keep the industry relevant to today’s consumers.”

Skaff and IFD created the following four trends and descriptions:

Into the Jungle

This theme is rich in exotic prints showcased in brilliant muted tones of tropical hues. Sun-kissed shades of orange, yellow, and red glisten alongside earth-tinged gold. Calla lilies and bird of paradise cluster together in handwoven baskets and cork-covered vases. Heliconia, pincushion protea, and bromeliads are accented by moss, vine and bamboo.

The French Connection

This trend is luxurious and sophisticated. The colour palette features soft red hues, hints of orange and chocolate brown, as well as other muted earth tones. Small botanical prints come together with lace overlays decorated with delicate blooms. Romantic blossoms of roses and orchids complement viburnum berries within pedestal vases and refined metallic vessels.

This style invokes casual nautical themes overflowing with garden wonders. Serene shades of blue and green calmly mingle with bright white. Bundles of hydrangea and cornflower come together with nigella and scabiosa and are housed in frosted and clear glass vases. Subdued patterns harmoniously connect with aged metallic finishes.

Force of Nature

This look unites the young with the old as it morphs modern sophistication with cultural antiquities. Picturesque chic lines combine with aged Asian style through beaded accents, irregular geometric patterns, and crafted textures. Graphic oranges and reds are offset by hints of gold and muted purple. Anthurium comes to life alongside ginger, cymbidiums, and astilbe.

Modern Wonders

PHOTOS BY JEFF DAY, FLORAL DESIGN INSTITUTE

bloomin’

IFD Releases Flower Trends Forecast 2017

6 CANADIAN Florist | January/February 2017

CanadianFlorist.indd 6

30/12/2016 16:05

coast to

COAST

More than 1,000 Industry Professionals Flock to Trade Show in Ecuador Canadian Florist columnist Neville MacKay, CAFA, PFCI, made the 5,000-mile trip to attend Agriflor in Quito, Ecuador. Read more about his experience in “On the Level with Neville” (p. 30). Agriflor, a biannual international floriculture trade show, ran October 5 through 7, at the Centro de Exposiciones in Quito, Ecuador.

JANUARY

18-20: Tropical Plant Industry Exhibition Fort Lauderdale, Florida fngla.org/tpie/

FEBRUARY

29-February 2: Toronto Gift Fair Toronto, Ontario Cangift.org

Almost 150 exhibitors from Ecuador and 17 other countries displayed their products in the 59,000-square-foot exhibit space for more than 1,000 international flower buyers at the threeday show that included competitions for breeders and growers.

MARCH

Organizers reported a 20% jump in attendance, which they attributed to a new, centrally located venue within walking distance of many attendees’ hotels. Previously, Agriflor was held 45 minutes outside of the city. In conjunction with the event, many flower farmers welcomed visitors on tours of their operations. “Both the saran shade structures and the natural oak hammocks were affected, so all Florida foliages will be in relative short Hurricane Matthew Pummeled supply until the spring crops come in next year. This is especially true of leather Florida’s Cut Foliage Industry leaf,” Register said. “Growers are facing not only diminished sales but staggering Although Hurricane Matthew, a repair costs that have necessitated category 5 storm that plowed through significant price increases on most all the Caribbean and the Southeastern Florida-grown foliages.” United States in early October, caused far fewer fatalities and property damage Michele Sutton, president at Sutton than meteorologists anticipated, it nevertheless wreaked havoc on Florida’s Fernery in Miami, and Julie Puckett, of Wm. F. Puckett Inc. in Barberville, shared cut foliage farms that supply florists similar sentiments, as reported by The throughout North America. Produce News. “The wind damage across the cut foliage industry of our area is severe, with some estimates placing total loss at more than 50 percent and some growers seeing 100 percent losses,” Jana Register, director of sales and marketing at FernTrust — a co-op of 13 family farms — in Seville, Fla., said in a news release. She added that florists should expect higher prices and limited product availability through Valentine’s Day.

COMING

EVENTS

“Everybody here suffered a lot of damage but we feel that, with what we have left, we can squeak through,” Puckett said. “Prices are going to have to go up because of the shortage. We are all hoping and praying that we will be able to rebuild and get through this really hard time. We are all doing our best and we are trying hard to take care of our customers who take care of us.”

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 20: Niagara Falls International Association of Florists Design Show Niagara Falls, New York niaflorists.org 22-26: World Floral Expo Las Vegas, Nevada hppexhibitions.com 24: Maple Leaf Cup Edmonton, Alberta heatherdekok.com 26-29: Quebec Gift Fair Montreal, Quebec Cangift.org

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

January/February 2017 | CANADIAN Florist 7

CanadianFlorist.indd 7

30/12/2016 16:05

Tips for a Successful

Valentine’s Day

Valentine’s Day is just around the corner. Love is in the air, Cupid’s on his way, and you’re wondering whether you’ll be successful this holiday. Fear not: it’s possible to turn that anxiety into a lucrative game plan with the right strategy.

We’ve consulted veteran florist and business coach, Rick Rivers, for his top tips to have peace of mind while growing your profits this Valentine’s Day. Rivers and his wife Susie have been in the retail floral business for more than 30 years and took their company, A Floral Boutique in Ormond Beach, Florida, to the next level in sales using proven marketing strategies. He’s tapped into the “big box” strategies, re-worked them for the floral industry, and packaged them into bootcamp programs, CD workshops, and books designed to help florists grow their businesses.

We chatted with Rivers about what it takes to be on your game for this holiday. He happily shared his top tips for a smooth and lucrative Valentine’s Day. After all, as he says, “70% of our profits come from a few days a year, so let’s make the best of it.”

Plan for Procrastinators

“This holiday, unlike others, is very last minute,” Rivers said. Few people do their Christmas shopping on December 24 but a huge chunk of Valentine’s customers wait until February 13 or 14. “Most florists don’t have the inventory to sell to these customers because of lack of planning,” Rivers said, insisting that’s it’s better to have too many flowers than too few. If you have the flowers, you can swoop in and snag sales from other florists who have failed to plan. “Around 10 am or so day of, all five phone lines start ringing,” Rivers said. “It’s other florists’ customers looking for product. Their florist has said no and we say yes.” Last year, he got 57 new customers who previously used his competitors.

3. 2. Bundle Up

Packages help you upsell and also make the decision process painless for your customers. “Our packages range from $79 to $199 and the higher one includes a dinner gift card,” Rivers said. “This is what we mainly sell for the holiday.” Consider going to local businesses— bakeries, restaurants, chocolate shops—and buying products or gift cards that you can bundle in your packages. These added value touches make things simpler for your customers.

Prep Part-timers

If you’re understaffed, it can cut into sales. Part-time employees help you reach your potential. Quality training that covers sales pitches and product info are a must, especially for those staffed to answer phones. “My lines can average $1000 per hour on Valentine’s Day,” Rivers said. “If no one is answering the phones, then you’re losing big money.” Whether you turn to friends, locals, or workers from a staffing agency, you’ll likely be hiring part-time employees who don’t know the ins and outs of the floral industry. Rivers suggests having a part-time training day one week before the holiday to keep things running smoothly. “I use the part-time staff to stuff direct mail and prepare any of the marketing material we send out,” Rivers said. “This helps them get familiar with what they are selling.” He also suggests writing out precisely what you are offering so everyone’s clear on prices and products and even how to say it. “We script everything, from laminated fliers to sales pitches.”

8 CANADIAN Florist | January/February 2017

CanadianFlorist.indd 8

30/12/2016 16:05

Photo By Kathleen McLeod William and Kate present a wreath to honour Canada’s veterans.

Put Your Name in Lights

Rivers has success in buying splashy billboard ads at strategic times. He runs ads on two digital billboards for three days before the holiday. Rivers suggests finding an intersection within a few kilometers of your store. “Valentine’s Day involves men mostly, and billboards grab guys’ attention,” he said. “They are very visual buyers.” The key to a good marketing campaign is to match the message and imagery. One of Rivers’ recent ads showed a man sleeping on the couch with the slogan, “Don’t let this be you.” He matched this imagery on postcards and direct mailing pieces, solidifying his brand and campaign.

gone

Go Bar Hopping

Recognizing that about 85% of his Valentine’s Day customers are men, Rivers focuses his efforts on this demographic. He knows that a lot of men love watching professional football, which is at peak excitement in the weeks leading up to Valentine’s Day, due to playoff games and the Super Bowl. To reach these macho men, A Floral Boutique hits his local sports bars. Rivers dispatches part-time staff to distribute fliers, postcards, or marketing material at the bar. “We ask for permission from the manager and offer to send their loved one flowers,” he said. “We then approach the patrons with fliers.” Reaching out like this reminds people who haven’t ordered yet to call your shop, or it just might give people the idea to order in the first place. It also gives customers a chance to meet one of your shop’s representatives while they’re in a good mood and enjoying themselves. (Note: pass out fliers early in the game, before the home team has a chance to tank!) The positive associations can only help!

Put a Stamp on It

Print is not dead. Let your customers know you have amazing quality products with a colourful postcard or flier. Again, Rivers makes sure his message is on-point and consistent with his other Valentine’s Day campaigns. He also suggests you remember to gather any emails and mailing addresses you can for new customers. It will give your business a tremendous boost if you convert your once-a-year buyers into round-the-year ones. My customers will see my name three to five times per week of any holiday,” Rivers said. “You can convert them more throughout the year by putting them into one of your funnels (direct mail, e-mail list, etc.) and keep putting your name in front of them.“

Email Away

Rivers sends out three e-blasts during the holiday. His timing: one week prior, three days prior, and then one on the morning of February 14. He sticks with the same campaign image and message he uses elsewhere in his print and social media advertising. “It gives us a more consistent message,” he said. Rivers also makes a point to keep in touch after the holiday. “I like to do a follow-up email, reminding them we’re still here after Valentine’s Day,” he said.

Ditch the Discount

It can be tempting to offer discounts, especially when you want to estimate product orders ahead of time. But Rivers eschews this strategy. “I used to offer discounts for early orders,” he said. “But I found that customers who order early tend to be the type of people who plan ahead, so I was giving them a discount for something they would do anyway.” Still, he believes in keeping customers informed. “Keep your name in front of them and be a constant reminder of your service,” he said. For more tips from Rick Rivers, visit www. floristbootcamp.com

Lindsay Ulrich is a freelance writer in Toronto with 8+ years of floral experience.

January/February 2017 | CANADIAN Florist 9

CanadianFlorist.indd 9

30/12/2016 16:05