SAF’s Floral Education Hub has a new Listening Library with audio files available to download.
The Society of American Florists’ annual convention in Phoenix last month was chock full of valuable information designed to help floral professionals tackle the challenges of running a business in today’s world. Now, a sampling of some of the best information from SAF Phoenix 2023 from is available to download in a new Listening Library on SAF’s Floral Education Hub.
The Listening Library features audio recordings of five education sessions, about an hour each, focused on succession planning, exit strategies, building brand loyalty, digital marketing and using third party delivery services. The sessions are free for members, and $9.95 for non members.
Here’s what you can expect from each session.
Blueprint for Family Succession
“You have to take the family hat off and put the business hat on.”
-Zoë Gallina, AAF, Botanica International Décor and Design Studio, Tampa, Florida
This candid and at times emotional panel discussion among floral industry families highlights the importance of succession planning and valuable insights from their own experiences.
Key takeaways include:
- Identifying and developing the talents of the next generation early
- Learning to let go of some control and trust the successor’s abilities
- Choosing the right successor based on skills, passion, and commitment to the business
- Avoiding common pitfalls such as poor communication, lack of transparency, and unrealistic expectations
Moderator: Stacie Lee Banks, AAF, of Lee’s Flower and Card Shop
Panelists: Ian Prosser, AAF, AIFD, PFCI, and Zoë Gallina, AAF, of Botanica International Décor and Design Studio, and Brian and Lori Wheat, AAF, of Lafayette Florist, Gift Shop and Garden Center
Building Brand Loyalty
“Brand loyalty is not just on the customer level, it is also internal with your team members.”
– Susie Bachman West, Bachman’s Floral, Gift and Garden, Minneapolis
In this session, three prominent floral businesses explore the importance of customer loyalty and share effective strategies for cultivating a devoted clientele.
Key takeaways include:
- Leveraging technology for customer engagement
- Harnessing AI and social media
- Rewarding customer loyalty
Moderator: Melanie Spilbeler of FreshPath Marketing
Panelists: Pat Dahlson of Mayesh Wholesale Florist, Jena Gizerskiy of Rosaprima, and Susie Bachman West of Bachman’s Floral, Gift and Garden
What’s Your Exit Strategy?
“The writing was on the wall, that they were leaning towards , and so I said…I would like to have first dibs if you ever wanted to retire and sell the shop. ”
—Lisa Hays Homes, Tiger Lily Florist, Charleston, South Carolina
In this session, experienced florists and business owners discuss the importance of succession planning for floral businesses.
Key takeaways include:
- Planning early to ensure a smooth transition
- Preparing the business for sale with organized financial records and a clear understanding of its value
- Identifying the qualities of an ideal buyer who will continue the legacy of the business
Moderator: Danny Sanchez of South Florals Group
Panelists: Cheryl Denham of Arizona Family Florist; Lisa Hays Holmes of Tiger Lily Florist; John and Sally Kobylinski, former owners of In Bloom Florist; and Kevin McCarthy of Family Flowers
Reaching Customers in a Crowded Digital Landscape
“Making sure that your Google listing is on point is so key, and I don’t know how to stress this enough. Consistency is the key.”
—LaToya Ferguson, Sweet Psalms Florist, Conyers, Georgia
In this session, experienced florists address the challenges of reaching today’s consumers and share effective strategies for driving sales.
Key takeaways include:
- Optimizing email marketing
- Leveraging social media
- Exploring SMS marketing
Moderator Monty Pereira of Watanabe Floral
Panelists: Erin Bruno, AAF, of McNamara Florist, LaToya Ferguson of Sweet Psalms Florist, and Brennen Rigler of Albuquerque Florist
Third Party Delivery
“It’s a totally different customer experience with that DoorDash customer. We are capturing that $25 sweet spot…This isn’t for the $300 customer.”
—Jen Barnard, AAF, Tillie’s Flower Shop, Wichita, Kansas
In this session, experienced florists explored the growing trend of utilizing third-party delivery services to enhance their business operations.
Key takeaways include:
- The positives and negatives of outsourcing delivery
- Optimizing the experience
- Growth opportunities
Moderator: Kate Delaney, AAF, SAF
Panelists: Jen Barnard, AAF, of Tillie’s Flower Shop, Kristina Dyrr and Kristina Luoma-Dyrr of Cactus Flowers, and Arisha Hawkins of Lee’s Flower and Card Shop
Amanda Jedlinsky is the managing editor of SAF NOW.
