Want to know what really motivates someone to reach for their wallet and buy flowers? You can find out from one of the world’s top consumer trends experts at SAF Amelia Island 2015 — the association’s 131st Annual Convention — Sept. 9-12 in Amelia Island, Fla.

At the Kick-Off Breakfast, Daniel Levine of WikiTrend.com and the Avant-Guide Institute will explain the social, cultural and economic factors that frame consumers’ thinking today and what really motivates them to spend their money during a presentation titled “What They Want, Baby You’ve Got It (Or Do You?).”

Levine, who draws insight from an international team of more than 9,000 trend spotters, will also share recent examples of how businesses in other industries have successfully aligned their products and services to fit the consumer mindset. At a follow-up session, he’ll chat with the audience about specific opportunities for floral businesses.

That blend of market perspective and day-to-day ideas to increase sales and profits is a hallmark of SAF convention programs. This year’s agenda includes 37 educational sessions and special events featuring nearly 50 business and industry experts.

“What’s really amazing is that we’ve also added more time to just meet and talk with fellow industry members,” said SAF President Shirley Lyons, AAF, PFCI, of Dandelions Flowers & Gifts in Eugene, Oregon. “Saturday afternoon includes a three hour networking break so people can build connections, share ideas and plan how they’ll put all the information from the convention to work when they get back home.”

Here’s a sample of the educational sessions:

• “2016 Floral Trends Preview.” Kristine Kratt, AIFD, PFCI, and Bill Schaffer, AAF, AIFD, PFCI, of Schaffer Designs gave a fashion-forward look last year that netted rave reviews, so SAF asked them to do it again. Bring your camera and take pictures as the duo reveals the upcoming top trends with show-stopping floral creations.
• Two interactive workshops led by Glenna Hecht, president and founder of Humanistic Consulting. During “Would YOU Work for You?” she’ll explore what applicants consider when evaluating potential employers and how to define your company’s “value proposition” to attract the interest of top job candidates. Her session on “Barely Managing? Start Coaching” will provide employers with collaborative techniques they can use to work with employees more productively and help them grow.

• “Digging for Income on Incoming Orders.” Wire-In business can boost your bottom line, but it can also cost you if you’re not optimizing your fulfillment efforts, says Skip Paal, AAF, of Rutland-Beard Floral Group. He’ll share his weekly profitability analysis reports and explain how he is able to keep in-wire orders profitable.

• “Copy That: Fortune 500 Moves on a Small Biz Budget.” Rick Rivers, owner of A Floral Boutique Florist, parsed the progressive marketing of mass merchandisers into practical tactics any florist can use. He’ll explain how his easy and effective approach to pricing and presentation works to attract new and repeat customers who happily place larger, more profitable orders.
• “How to Be a (Profitable) Bride Magnet.” In spite of steep competition, Heather Waits of Bloomtastic Florist books nearly 90 percent of brides she meets, participating in more than 150 nuptials a year — with an average profit of 50 percent. Learn her formula for success.

For details, download the convention brochure.

Register by Aug. 7 and save $125.

—Shelley Estersohn

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