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1 – Day Profit Blast

Hotel Info

Hutton Hotel
1808 West End Ave.
Nashville, TN 37203
Phone: 615-340-9333
Rate: $189
Cut off date: December 21, 2018

Always book your SAF hotel rooms using the information posted above. If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations. If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver at 703-838-5221.

REGISTRATION RATE Before January 3, 2019 After January 3, 2019
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

Nashville Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 – 10:30 a.m.

M: Money Making Mechanics

Speaker: Derek C. Woodruff, AIFD, CFD, CF, PFCI, Floral Underground, Traverse City, Michigan

Sponsored by: Syndicate Sales

In any business, including the floral business, time = money. In this engaging program, Derek Woodruff shares solutions using design mechanics, new and old, to help you increase efficiencies and grow your bottom line profit. And while you may be thinking mainly of floral mechanics, this program will also teach the mechanics behind using plant-based events that will grow your business and tap into the terrarium craze.

You’ll Learn: 

  • Why using the right mechanics in your designs is critical
  • How to use sustainable floral design mechanics to save time, money and increase your bottom line for everyday and event arrangements
  • What mechanics to use for executing a successful and profitable terrarium bar or plant focused-event in your store

10:30 – 11:00 a.m.

Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

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 – 1:30 p.m.

Supplier Showcase, Networking Lunch

Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

Hortica has very generously sponsored lunch.

 

1:30 – 3:00 p.m.

Extraordinary Service in Your Shop Every Day

Speaker: Sam Bowles FSC, FloralStrategies
Sponsored by FloristWare

3:00 – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 – 5:00 p.m.

What’s Up (and Coming) with Social Media

Speaker: Crystal Vilkaitis, owner, Social Edge

Social media has come a long way since the early 2000s, when Facebook and MySpace were in their infancy. Now, social sites are the Internet’s top destinations, where users share their every moment, crowd source information, opine on politics, connect with their favorite public figures and brands and even shop. These sites are rife with marketing potential, but they evolve so frequently that it’s tough for business owners to stay in the know. In this presentation, Crystal Vilkaitis, one of the nation’s premier social media experts for retailers, will reveal social media’s latest features and how to use them to enhance your branding, reach more potential customers and increase sales.

You’ll learn:

  • How to create targeted Facebook ads with a high ROI
  • How to boost visibility with video tools like FacebookLive and IGTV
  • Why Messenger bots will be a game changer in customer communication

5:00 – 6:00 p.m.

Supplier Showcase and Networking Break

Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

Hotel Info

Boston Marriott Cambridge
50 Broadway
Cambridge, MA 02141
Phone: 617-494-6600
Rate: $199
Cut off date: March 8, 2019
Click here to reserve your hotel room.

Always book your SAF hotel rooms using the information posted above. If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations. If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver at 703-838-5221.

REGISTRATION RATE Before March 8, 2019 After March 8, 2019
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

Boston Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 – 10:30 a.m.

M: Money Making Mechanics

Speaker: Derek C. Woodruff, AIFD, CFD, CF, PFCI, Floral Underground, Traverse City, Michigan

Sponsored by: Syndicate Sales

In any business, including the floral business, time = money. In this engaging program, Derek Woodruff shares solutions using design mechanics, new and old, to help you increase efficiencies and grow your bottom line profit. And while you may be thinking mainly of floral mechanics, this program will also teach the mechanics behind using plant-based events that will grow your business and tap into the terrarium craze.

You’ll Learn: 

  • Why using the right mechanics in your designs is critical
  • How to use sustainable floral design mechanics to save time, money and increase your bottom line for everyday and event arrangements
  • What mechanics to use for executing a successful and profitable terrarium bar or plant focused-event in your store

10:30 – 11:00 a.m.

Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

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.

Dive deep into the six main cost centers of your floral business for an eye-opening look at cost of goods sold, labor, delivery, occupancy, marketing and wire service business. Floral finance wiz Derrick Myers shows you how to track, measure and adjust costs — and increase profits in ways you never thought possible.

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 – 1:30 p.m.

Supplier Showcase and Networking Lunch

Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

Hortica has very generously sponsored lunch.

 

1:30 – 3:00 p.m.

Extraordinary Service in Your Shop Every Day

Speaker: Sam Bowles FSC, FloralStrategies

Sponsored by FloristWare

3:00 – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 – 5:00 p.m.

Social Media Program to be announced

Speaker: Crystal Vilkaitis, owner, Social Edge

5:00 – 6:00 p.m.

Supplier Showcase and Networking Break

Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.


Past Profit Blasts Schedules

Portland Schedule

October 7, 2018

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 – 10:30 a.m.

M: Money Making Mechanics

Speaker: Derek C. Woodruff, AIFD, CFD, CF, PFCI, Floral Underground, Traverse City, Michigan

Sponsored by: Syndicate Sales

In any business, including the floral business, time = money. In this engaging program, Derek Woodruff shares solutions using design mechanics, new and old, to help you increase efficiencies and grow your bottom line profit. And while you may be thinking mainly of floral mechanics, this program will also teach the mechanics behind using plant-based events that will grow your business and tap into the terrarium craze.

You’ll Learn: 

  • Why using the right mechanics in your designs is critical
  • How to use sustainable floral design mechanics to save time, money and increase your bottom line for everyday and event arrangements
  • What mechanics to use for executing a successful and profitable terrarium bar or plant focused-event in your store

10:30 – 11:00 a.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

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.

Dive deep into the six main cost centers of your floral business for an eye-opening look at cost of goods sold, labor, delivery, occupancy, marketing and wire service business. Floral finance wiz Derrick Myers shows you how to track, measure and adjust costs — and increase profits in ways you never thought possible.

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 – 1:30 p.m.

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.

1:30 – 3:00 p.m.

Smart Selling

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:

  • How to teach your team how to give exemplary service on the phone and and on the floor
  • Discover how you can easily increase nearly every sale by 20% or more by simply listening better
  • Find the hidden profits in the items and services your staff aren’t offering shoppers now

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

3:00 – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 – 5:00 p.m.

What’s Up (and Coming) with Social Media

Speaker: Crystal Vilkaitis, owner, Social Edge

Social media has come a long way since the early 2000s, when Facebook and MySpace were in their infancy. Now, social sites are the Internet’s top destinations, where users share their every moment, crowd source information, opine on politics, connect with their favorite public figures and brands and even shop. These sites are rife with marketing potential, but they evolve so frequently that it’s tough for business owners to stay in the know. In this presentation, Crystal Vilkaitis, one of the nation’s premier social media experts for retailers, will reveal social media’s latest features and how to use them to enhance your branding, reach more potential customers and increase sales.

You’ll learn:

  • How to create targeted Facebook ads with a high ROI
  • How to boost visibility with video tools like FacebookLive and IGTV
  • Why Messenger bots will be a game changer in customer communication

5:00 – 6:00 p.m.

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.

Green Bay Schedule

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 – 10:30 a.m.

M: Money Making Mechanics

Speakers: Jody McLeod, AIFD, CFD, NCCPF, owner of Annie V’s Floral Design Studio, Clayton, North Carolina; and Derek C. Woodruff, AIFD, CFD, CF, PFCI, owner of Floral Underground, Traverse City, Michigan
Sponsored by: Syndicate Sales

In any business, including the floral business, time = money. In this engaging program, Jody McLeod and Derek Woodruff share solutions using design mechanics, new and old, to help you increase efficiencies and grow your bottom line profit. And while you may be thinking mainly of floral mechanics, this program will also teach the mechanics behind using plant-based events that will grow your business and tap into the terrarium craze.

You’ll Learn: 

  • Why using the right mechanics in your designs is critical
  • How to use sustainable floral design mechanics to save time, money and increase your bottom line for everyday and event arrangements
  • What mechanics to use for executing a successful and profitable terrarium bar or plant focused-event in your store

10:30 – 11:00 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 – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

Sponsored by: Hortica Insurance & Employee Benefits

1:30 – 3:00 p.m.

Smart Selling

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:

  • How to teach your team how to give exemplary service on the phone and and on the floor
  • Discover how you can easily increase nearly every sale by 20% or more by simply listening better
  • Find the hidden profits in the items and services your staff aren’t offering shoppers now

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

3:00 – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 – 5:00 p.m.

Pick Me! Stand Out and Sell More Online

Speaker: Josh Glass, AAF,  vice president, Peoples Flower Shops

The World Wide Web is arguably the world’s largest shopping mall — and it has way too many retailers to count. How’s a florist supposed to get attention in such a crowded marketplace? It’s a challenge — but not an insurmountable one, contends Josh Glass, AAF, vice president of Peoples Flower Shops in Albuquerque, New Mexico. In this jam-packed session, he’ll share a range of tweaks big and small that help customers find you and, once on your site, spend significant time and money.

You’ll learn:

  • Simple actions that raise your Google Quality Score
  • Why GoogleAds are so effective and how to get started
  • To view your website through customers’ eyes and how to edit it to align with their needs and preferences

5:00 – 5:30 p.m.

Conference Wrap Up

5:30 – 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.

Detroit Schedule

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.

Mastering QuickBooks for Quick Profits

Speaker: Michael Pugh, AAF, chief financial officer and owner, Pugh’s Flowers

Do you really know whether your business is profitable?

Veteran retailer Michael Pugh has been using QuickBooks to make smart purchasing, marketing and operational decisions for more than 30 years, and he’s emphatic that every florist can do the same. In this session, Pugh demonstrates little-known functions of QuickBooks that will help you maximize its potential and truly understand and evaluate whether your business is profitable — and where you need to make changes if it’s not. Already have questions? Don’t wait — email them to michael@pughs.com and he’ll come prepared to address them.

You’ll learn how to:

  • Quickly analyze “the big 3”: COGS, payroll and facility expenses
  •  Import daily sales from your POS system
  • Quickly measure and evaluate performance in individual departments
  • Give staff access to the numbers without giving away sensitive information
  • Make checks, payroll and bank reconciliation easier

12:30 p.m. – 1:30 p.m.

Vendor Spotlight/Lunch/Supplier Showcase

1:30 p.m. – 3:00 p.m.

Smart Selling

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:

  • How to teach your team how to give exemplary service
  • Discover how you can easily increase nearly every sale by 20% or more
  • Find the hidden profits in your floor cooler and on your website

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.

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

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.

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:

  • How to teach your team how to give exemplary service on the phone and and on the floor
  • Discover how you can easily increase nearly every sale by 20% or more by simply listening better
  • Find the hidden profits in the items and services your staff aren’t offering shoppers now

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! 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.

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

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