Hortica
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Business Builder

1 – Day Profit Blast

SAF Profit Blast - Louisville - Nov. 4

Louisville | Saturday, November 4, 2017

Hotel Info

Marriott Louisville Downtown
280 West Jefferson Street
Louisville, KY  40202
800-266-9432

Room Rates and Reservations: The SAF rate is $159 single/double per night plus local tax. To reserve your room, please call the hotel at 800-266-9432 and mention SAF to get the room rate. The cut-off date for guaranteeing the SAF room rate is Oct. 15.

Register Now

Register by Oct. 26, and SAVE $60!

REGISTRATION RATE  BY Oct. 26  AFTER Oct. 26
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

Louisville Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

Helen-Miller Profit Blast Speaker

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

Derrick Myers

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 and his alter ego “The Professor” explain 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

Tim Huckabee

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

Crystal Vilkaitis

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 Instagram, Twitter and LinkedIn
  • 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.

SAF Business Health Insurance from HorticaHortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

1-day Profit Blast - Boston | Saturday, September 23, 2017 , Boston Marriott Peabody

Boston Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

ProfitBlast-Speaker-Daluga-Laura

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

ProfitBlast-Speaker-Goodman-Paul

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

Tim Huckabee

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

Crystal Vilkaitis

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! Crystal Vilkaitis 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.

SAF Business Health Insurance from HorticaHortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

Past 1-Day Profit Blasts

St. Louis | Saturday, July 22, 2017

St. Louis Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

ProfitBlastSpeakers-DerekWoodruff

9:00 a.m. – 10:30 a.m.

Tiny Houses, Big Design Opportunities

Speaker: Derek Woodruff, AIFD, CF, CFD, PFCI, floral designer, Darling Botanical Co.; owner, Floral Underground
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, Derek Woodruff, AIFD, PFCI, 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

Derrick Myers

11:00 a.m. – 12:30 p.m.

Treasure Hunt: Finding Your Hidden Profits

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

Even the most resourceful and bottom-line oriented retailers likely have a goldmine of unrealized profit— buried in their costs. Retail floral financial analyst Derrick Myers, CPA, CFP, PFCI, brings his famously entertaining and easy-to-digest presentation style to a topic that most retailers love to hate: cutting costs. Derrick walks attendees deep inside the six main cost centers of a flower shop for an eye-opening look at cost of goods sold, labor, delivery, occupancy, marketing and wire service business.

You’ll learn:

  • How to understand — and use — formulas and worksheets to improve your profits
  • Time-tested cost control techniques used by hundreds of profitable florists
  • The most common — and detrimental — black holes of lost profits in every business

12:30 p.m. – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

Crystal Vilkaitis

1:30 p.m. – 3:00 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! Crystal 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:

  • The exact steps retailers took to see results — such as an increase in sales by more than 30 percent YOY, the highest sales day in a store’s 13-year history, and beating all of 2015 sales by June 2016
  • The traits of retailers who succeed, and how your personality can be a selling point
  • How to turn your employees into your most passionate ambassadors

3:00 p.m. – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

ProfitBlastSpeakers-ArtConforti

3:30 p.m. – 5:00 p.m.

Delivering the ‘Wow’ Factor

Art Conforti, PFCI, owner, Bloomerang Solutions

Pretty flowers aren’t enough to build a loyal customer base — myriad retailers in all sorts of industries have lovely merchandise. What spurs repeat business and those coveted referrals: a shopping experience that makes people feel special. In Sarasota, Florida, Art Conforti grew Beneva Flowers from absolutely nothing to one of the country’s most prosperous shops by asking customers what they want, calibrating his business around their responses, and coaching his staff to embrace a “yes, we can!” attitude. Hear his best practices for removing pain points, using body language and inflection and getting departments to collaborate for optimal efficiency.

You’ll learn:

  • Best practices for removing pain points, using body language and inflection and getting departments to collaborate for optimal efficiency
  • Tactics to coax feedback through surveys and reviews
  • Dos and don’ts for conflict resolution

5:00 p.m. – 6:00 p.m.

Supplier Showcase

Past event schedule

Philadelphia | Saturday, March 25, 2017

Philadelphia Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

Laura Daluga

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

You’ll learn how to:

  • Design and promote sustainable floral arrangements
  • Embrace the DYO (design your own) movement as a financial win for your shop
  • Interpret personal style to create truly unique floral art
  • Attract millennials and other consumers through caused-based programs

10:30 – 11 a.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

Derrick Myers

11:00 a.m. – 12:30 p.m.

Treasure Hunt: Finding Your Hidden Profits

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

Even the most resourceful and bottom-line oriented retailers likely have a goldmine of unrealized profit— buried in their costs. Retail floral financial analyst Derrick Myers, CPA, CFP, PFCI, brings his famously entertaining and easy-to-digest presentation style to a topic that most retailers love to hate: cutting costs. Derrick walks attendees deep inside the six main cost centers of a flower shop for an eye-opening look at cost of goods sold, labor, delivery, occupancy, marketing and wire service business.

You’ll learn:

  • How to understand — and use — formulas and worksheets to improve your profits
  • Time-tested cost control techniques used by hundreds of profitable florists
  • The most common — and detrimental — black holes of lost profits in every business

12:30 p.m. – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

Tim Huckabee

1:30 p.m. – 3:00 p.m.

Build the Perfect Sales Script

Speaker: Tim Huckabee, AIFSE, 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 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

3:00 p.m. – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

Crystal Vilkaitis

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 Instagram, Twitter and LinkedIn
  • How to make paid advertising on social media pay off

5:00 p.m. – 6:00 p.m.

Supplier Showcase

2017 © Society of American Florists