Last month in Floral Management, we outlined some of the expected highlights from a packed program at SAF Amelia Island 2019, the Society of American Florists’ 135th annual convention.
The tips in that story actually represent just a fraction of the information attendees will have access to during SAF Amelia Island. Over the course of the four-day event, dozens of speakers from inside and outside of the industry will be sharing their experiences, advice and perspectives on some of the biggest challenges your business is facing.
Other highlights we couldn’t wait to share:
Challenge: You’re overwhelmed with updates to algorithms and have no time to create a social media strategy.
Coach: Learn best practices in Instagram from Jackie Levine, a fourth-generation florist from Central Square Florist in Cambridge, Massachusetts, with a dedicated (and growing!) following online. You’ll also want to catch a panel discussion on ROI of social media, featuring Nicole Palazzo of City Line Florist in Trumbull, Connecticut, and Carly Anechiarico of Blossom Flower Shops in White Plains, New York.
Challenge: Morale in your business is low and tension is running high.
Coach: Popular return speaker Glenna Hecht of Humanistic Consulting will talk about creating a drama-free workplace — and how to reboot a dysfunctional workplace.
Challenge: You feel under attack with bad reviews on Yelp and Google — and no clue how to turn those negative experiences around.
Coach: Sam Bowles will share ideas on how to protect your brand and deliver outstanding customer experiences, based on his time coaching flower shops for Floral Strategies LLC and his personal experience as the manager of Allen’s Flowers in San Diego.
Challenge: You want to grow into high-volume fulfillment — but you have no idea how to do so profitably.
Coach: Skip Paal, AAF, and the team from Rutland Beard Floral Group, in Maryland and New Jersey, will walk you through the steps of this business model — and talk about the factors to consider before moving into the space.
Challenge: You’re ready to dip your toes into something nonfloral — say, prop rentals — but you could use a mentor (or two or three) before you get started.
Coach: Zoë Gallina of Botanica International in Tampa will be joined by other industry panelists to talk about the successful ways they’ve discovered additional revenue streams, and the dos and don’ts of launching a side business or additional line.
And that’s not all! Head to safnow.org/annual-convention to register and review a full listing of convention programming, including information on experience zones (for quick tips on practical topics), peer-to-peer roundtable discussions, new book club sessions, and much-loved convention staples such as SAF’s Outstanding Varieties Competition, Supplier Expo and Premier Products Showcase, and the 51st annual Sylvia Cup Design Competition.
Mary Westbrook is the editor in chief of Floral Management.