1 – Day Profit Blast

Hotel Info

Doubletree By Hilton
5801 Southfield Expressway
Detroit, MI 48228

Room Rates and Reservations:The SAF rate is $129 single/double per night plus local tax. To reserve your room, call the hotel at 313-336-3340 and mention SAF to get the room rate. The cut-off date for guaranteeing the SAF room rate is May 4, 2018.

REGISTRATION RATEBefore May 4, 2018After May 4, 2018
MEMBERS$139$199
NON-MEMBERS$189$249

Additional registrants from the same company only $99!

Registration Fee Covers

  • Educational presentations
  • Continental Breakfast
  • Lunch
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

Detroit Schedule Coming Soon!

Hotel Info

Radisson Hotel and Conference Center Green Bay
2040 Airport Drive
Green Bay, WI 54313

Room Rates and Reservations:The SAF rate is $119 single/double per night plus local tax. To reserve your room, call the hotel at 920-494-7300 and mention SAF to get the room rate. The cut-off date for guaranteeing the SAF room rate is June 23, 2018.

REGISTRATION RATEBefore June 23, 2018After June 23 2018
MEMBERS$139$199
NON-MEMBERS$189$249

Additional registrants from the same company only $99!

Registration Fee Covers

  • Educational presentations
  • Continental Breakfast
  • Lunch
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

Green Bay Schedule Coming Soon!

Hotel Info

Doubletree by Hilton Portland
1000 NE Multnomah
Portland, OR 97232

Room Rates and Reservations:The SAF rate is $179 single/double per night plus local tax. To reserve your room, call the hotel at 800-996-0510 and mention SAF to get the room rate. The cut-off date for guaranteeing the SAF room rate is September 15, 2018.

REGISTRATION RATEBefore September 15, 2018After September 15, 2018
MEMBERS$139$199
NON-MEMBERS$189$249

Additional registrants from the same company only $99!

Registration Fee Covers

  • Educational presentations
  • Continental Breakfast
  • Lunch
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

Portland Schedule Coming Soon!


Past Profit Blasts Schedules

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 a.m. – 10:30 a.m.

Exceeding the Design Demands of Today’s Gift Givers

Speaker: Laura Daluga, AIFD, owner, Department of Floristry
Sponsored by: Smithers-Oasis

Now officially the most populous generation in the U.S., millennials are projected to spend roughly $200 billion a year. They’re also extremely discriminating about how they spend that money, having entered adulthood during the Great Recession. A millennial herself, fourth generation florist Laura Daluga, AIFD, of Department of Floristry in Ann Arbor, Michigan, knows a thing or two about what charms youthful consumers, including sustainable practices, charitable endeavors and items that make them nostalgic for their childhood. In this lively presentation, she shares some of her best practices for appealing to customers’ ideals and emotions to drive sales.

You’ll learn:

  • Design techniques that use negative space, impressing customers while maximizing your profit margin
  • Values important to today’s consumers and ways to promote them at your shop
  • How to make money off the maker movement

10:30 – 11 a.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

11:00 a.m. – 12:30 p.m.

A Roadmap for Profitable Deliveries

Speaker: Paul Goodman, MBA, CPA, PFCI, president of Floral Finance Business Services.

Delivery is a valuable service that distinguishes professional florists from mass-market retailers — but it can seriously erode your profit margin if not managed well. Paul Goodman, MBA, CPA, PFCI, author of “The Profit Minded Florist,” reveals best practices to minimize labor and vehicle costs, tips to increase volume, and pricing strategies to turn last-minute orders and other special requests into money-making opportunities.

You’ll learn:

  • How to set delivery zones and charges
  • How to track drivers’ productivity
  • Where to find quality drivers for holidays

12:30 p.m. – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

1:30 p.m. – 3:00 p.m.

Driving Local Orders to Your Shop

Speaker: Rakini Chinery, AAF, AzMF, owner, Allan ‘s Flowers

Nearly four in five Americans shop online. Why? One word: convenience. Don’t count on time-strapped consumers to investigate whether a link takes them to a drop shipper, a national company or a local florist; they simply click on whatever business pops up first in their search results (in other words: the one that aggressively markets online). Rakini Chinery, AAF, AzMF, knows this all too well. The owner of Allen’s Flowers in Prescott, Arizona, has made increasing her online visibility a top priority and has consequently converted a number of third-party shoppers to direct clients, drastically improving profitability and customer satisfaction. In this presentation, she shares how she did it.

You’ll learn:

  • How to claim your listings online and tweak your website to boost your Google ranking
  • When to call in a digital marketing expert to break through a social media plateau
  • Why you need to flag local customers in your wire-in orders — and surefire tactics that will convince them to contact you directly next time

3:00 p.m. – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 p.m. – 5:00 p.m.

Smart Selling LIVE

Speaker: Tim Huckabee, president of FloralStrategies, LLC

Tim Huckabee has visited roughly 6,000 flower shops, training florists in the art of sales, management, merchandising and customer service for over 20 years as president of FloralStrategies. Time and time again, he’s encountered the same issues, regardless of shop size, location or years in business. In this presentation — a live, interactive version of his new Floral Management column — he details the processes that will improve your shop’s customer satisfaction and lead to a fatter profit margin.

You’ll learn:

  • When to schedule staff meetings and how to structure them for maximum productivity
  • How to use your POS software to improve efficiency and make appropriate sales suggestions
  • Why you need to take a critical look at your prices

5:00 p.m. – 6:00 p.m.

Supplier Showcase

Supplier Showcase, Networking Breaks and Lunch

Take advantage of breaks throughout the day to visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

Hortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 a.m. – 10:30 a.m.

Tiny Houses, Big Design Opportunities

Speaker:Helen Miller, AIFD, CAFA, CF, owner, Flowers & Such
Sponsored by: Syndicate Sales

The American dream house has undergone a makeunder. In the interest of escaping debt, Millennials — whose ranks recently overtook Baby Boomers’ — are abandoning the suburban fantasy (white picket fence, two-car garage and swimming pool) for diminutive dwellings in the city. At the same time, they crave nature and seek ways to incorporate living pieces in their décor. In this hands-on design presentation, Helen Miller, AIFD, CAFA, CF, shares strategies to connect with this generation and creative ways to green their homes.

You’ll learn:

  • How to create chic designs perfect for small spaces
  • Movements in indoor gardening that you can leverage
  • How to set up a terrarium bar in your shop

10:30 – 11 a.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

11:00 a.m. – 12:30 p.m.

Eventology: The Science of Profitable Events

Speaker: Derrick Myers, CPA, CFP, PFCI, president of Crockett, Myers & Associates, Inc.

Creating a profitable event package isn’t magic … it’s science. It requires solid pricing formulas that factor in all the unexpected costs that pop up when you least expect them. Floral industry financial expert Derrick Myers explains how it’s done in this lighthearted but fact-filled lesson in the science of “Eventology.”

You’ll learn:

  • Event pricing formulas that guarantee profitability
  • Ways to ensure you’re paid for delivery, setup, teardown — even handholding a bride
  • What you need to know about each venue — before you price the job

12:30 p.m. – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

1:30 p.m. – 3:00 p.m.

Build the Perfect Sales Script

Speaker: Tim Huckabee, president of FloralStrategies, LLC

In this highly interactive session, you’ll hear typical, old-fashioned sales tactics during live test calls and then work with Tim Huckabee to rewrite the conversation into a new, more professional — but conversational — sales script. Finally, hear the kind of impact it will make when Tim calls other floral shops already using the new approach.

You’ll learn:

  • Key elements of a successful encounter with a customer
  • New techniques to give each facet of the conversation energy and a polished presentation
  • How to create a natural-sounding script — and take it home so you can put it to work in your shop right away

Plus listen in as Tim makes mystery shopper calls to real florist shops!

3:00 p.m. – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 p.m. – 5:00 p.m.

ABCs of Social Media Advertising

Speaker: Crystal Vilkaitis, owner, Crystal Media

Diligently posting to Facebook? Great! Here’s the bad news: If you don’t have a social media advertising plan, you could be reaching just 1 percent of your fans. Thanks to algorithm shifts on popular sites, having a presence on social media isn’t enough — business owners must now work harder and smarter to actually show up in customers’ feeds. Online marketing expert Crystal Vilkaitis explains how to connect with customers.

You’ll learn:

  • Marketing techniques that will save you time and money, and get you seen
  • Targeted strategies for the top sites, including Facebook and Instagram
  • How to make paid advertising on social media pay off

5:00 p.m. – 6:00 p.m.

Supplier Showcase

Supplier Showcase, Networking Breaks and Lunch

Take advantage of breaks throughout the day to visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

Hortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 a.m. – 10:30 a.m.

Exceeding the Design Demands of Today’s Gift Givers

Speaker: Laura Daluga, AIFD, owner, Department of Floristry
Sponsored by: Smithers-Oasis

Now officially the most populous generation in the U.S., millennials are projected to spend roughly $200 billion a year. They’re also extremely discriminating about how they spend that money, having entered adulthood during the Great Recession. A millennial herself, fourth generation florist Laura Daluga, AIFD, of Department of Floristry in Ann Arbor, Michigan, knows a thing or two about what charms youthful consumers, including sustainable practices, charitable endeavors and items that make them nostalgic for their childhood. In this lively presentation, she shares some of her best practices for appealing to customers’ ideals and emotions to drive sales.

You’ll learn:

  • Design techniques that use negative space, impressing customers while maximizing your profit margin
  • Values important to today’s consumers and ways to promote them at your shop
  • How to make money off the maker movement

10:30 – 11 a.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

11:00 a.m. – 12:30 p.m.

A Roadmap for Profitable Deliveries

Speaker: Paul Goodman, MBA, CPA, PFCI, president of Floral Finance Business Services.

Delivery is a valuable service that distinguishes professional florists from mass-market retailers — but it can seriously erode your profit margin if not managed well. Paul Goodman, MBA, CPA, PFCI, author of “The Profit Minded Florist,” reveals best practices to minimize labor and vehicle costs, tips to increase volume, and pricing strategies to turn last-minute orders and other special requests into money-making opportunities.

You’ll learn:

  • How to set delivery zones and charges
  • How to track drivers’ productivity
  • Where to find quality drivers for holidays

12:30 p.m. – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

1:30 p.m. – 3:00 p.m.

Build the Perfect Sales Script

Speaker: Tim Huckabee, president of FloralStrategies, LLC

In this highly interactive session, you’ll hear typical, old-fashioned sales tactics during live test calls and then work with Tim Huckabee to rewrite the conversation into a new, more professional — but conversational — sales script. Finally, hear the kind of impact it will make when Tim calls other floral shops already using the new approach.

You’ll learn:

  • Key elements of a successful encounter with a customer
  • New techniques to give each facet of the conversation energy and a polished presentation
  • How to create a natural-sounding script — and take it home so you can put it to work in your shop right away

Plus listen in as Tim makes mystery shopper calls to real florist shops!

3:00 p.m. – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 p.m. – 5:00 p.m.

The Social Selling Mindset

Speaker: Crystal Vilkaitis, owner, Crystal Media

Do you have what it takes to market your retail store online? Step #1 is getting in the right mindset for success! CrystalVilkaitis has worked one-on-one with many successful retailers to learn what works, what doesn’t, and will help you develop your own key to success in social media marketing.

You’ll learn:

  • How one store leveraged social media to increase sales by more than 30 percent YOY, the highest sales day in a store’s 13-year history
  • Social media traits of successful retailers
  • How to turn your employees into your most passionate ambassadors

5:00 p.m. – 6:00 p.m.

Supplier Showcase

Supplier Showcase, Networking Breaks and Lunch

Take advantage of breaks throughout the day to visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

Hortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

2018 © Society of American Florists