1 – Day Profit Blast

San Antonio, Texas

Bill Doran CompanyTuesday, March 31, 2020
Sponsor: Bill Doran Company

Registration Fees

REGISTRATION RATEBefore March 13, 2020After March 13, 2020
MEMBERS$159 $199
NON-MEMBERS$199$249

Additional registrants from the same company only $119!

Registration Fee Covers

  • Educational sessions
  • Refreshment break
  • Light reception
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

Location/Conference Hotel

Embassy Suites San Marcos Hotel and Conference Center
1001 E. McCarty Lane
San Marcos, TX
SAF hotel rate: $149/night
Hotel Cut-off date: Feb. 29

Reserve your hotel room, call 512-392-6450 or book your room online here.
Hotel

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 or meetings@safnow.org.

SAF 1-Day Profit Blast in San Antonio schedule

 

12:00 p.m.

Registration Open

12:00 p.m. – 1:30 p.m.

Meet with Table Top Vendor

1:30 p.m. – 1:45 p.m.

Opening Remarks

1:45 p.m. – 3:00 p.m.

Stress-Free Events

Speaker: Tim Farrell, AAF, AIFD, PFCI; Farrell’s Florist, Drexel Hall, Pennsylvania

Sponsored by Smithers Oasis

According to The Knot’s most recent Real Weddings Survey, the average American couple will spend almost $34,000 on their big day — and they’re allotting about $2,400 of that money toward flowers and décor. How can you and your team capture more of this (big) business? During this interactive session, longtime florist Tim Farrell will share tips on how to generate more wedding and event business — including practical tips on how to adapt designs to the tastes (and budgets) of very different clients — all with the goal of more profit, less stress and stronger wedding sales.

You’ll learn:

  • How to create different styles that you can customize for different events — and training tips for the design room that can help get even less experienced designers up to speed quickly.
  • Tips and techniques on how to scale up or down according to budget considerations — and advice on how to communicate more effectively up front with couples (including DIY or “DIY-ish” brides and grooms) on their expectations and your services.
  • Design ideas and inspiration through hands-on demonstrations.

3:00 p.m. – 4:15 p.m.

You Need a (Social Media) Plan!

Speaker: Carly Anechiarico; Blossom Flowers, Yonkers and White Plains, New York

Instagram. Facebook. Twitter. TikTok. Retail florists have no shortage of platforms to choose from when reaching out to customers. But how do you manage social media strategically — while also running your business — and without losing your mind? In this session, fourth-generation florist Carly Anechiarico will cover intermediate to advanced techniques related to social media. Participants can plan to walk away with new ideas on how to create, manage and evaluate their social media strategies and inspiration on how to take their online marketing via these platforms to the next level.

You’ll learn:

  • How to create a content calendar that drives customers to your website and store using shareable content that aligns with your goals.
  • New ideas on how to brainstorm and generate unique content that’s just right for your brand, plus insight on how to best leverage tools to analyze data and gauge ROI so you can build a longer-term strategy.
  • Tips on how to create deeper engagement on social media with followers using the latest and most popular apps and tools.

4:15 p.m. – 4:45 p.m.

Refreshment Break

4:45 p.m. – 6:00 p.m.

Extraordinary Service in Your Shop Every Day

Speaker: Sam Bowles, FSC, FloralStrategies and Allen’s Flowers & Plants, San Diego

Sponsored by FloristWare

Whether they buy flowers online, over the phone or in the shop, consumers have (sky) high expectations for customer service. Sam Bowles, FSC, an educator with experience training thousands of floral professionals, will share how you can better leverage key tools, ideas and concepts to demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion. Additionally, Bowles will share real-world insights and examples from his ongoing work as manager of Allen’s Flowers & Plants in San Diego.

You’ll learn:

  • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, including go-to phrases that help put buyer and seller at ease.
  • Simple ways to engage customers on the floor and tactics to empower even your shyest employees.
  • Follow-up techniques to ensure customers’ complete satisfaction — and how to nonchalantly but persuasively prompt them to share their experience online.

6:00 p.m. – 6:15 p.m.

Closing Comments

6:15 p.m. – 7:00 p.m.

Sponsor Reception and Visit with Tabletops

The day is not done yet! At this hosted reception, visit with attendees and tabletop exhibitors.

Pittsburgh, Pennsylvania

DV FloraSunday, June 7, 2020
Sponsor: DV Flora

Registration Fees

REGISTRATION RATEBefore May 20, 2020After May 20, 2020
MEMBERS$159 $199
NON-MEMBERS$199$249

Additional registrants from the same company only $119!

Registration Fee Covers

  • Educational sessions
  • Refreshment break
  • Light lunch
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

​Location/Conference Hotel

Sheraton Station Square
300 W. Station Square Drive
Pittsburgh, PA 15219
SAF hotel rate: $149/night
Hotel Cut-off date: June 6
Reserve your hotel room, call 412-261-2000 or book your room online here.

Sheraton Station Square

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 or meetings@safnow.org.

SAF 1-Day Profit Blast in Pittsburgh schedule

 

11:00 a.m.

Registration Open

11:00 a.m. – 12:30 p.m.

Meet with Table Top Vendors/Light Lunch

Light lunch for attendees is sponsored by Hortica

12:30 p.m. – 12:45 p.m.

Opening Remarks

12:45 p.m. – 2:00 p.m.

Give Your Customers FOMO: How In-Store Experiences Can Drive Sales

Speaker: Derek Woodruff, AAF, PFCI; Floral Underground, Traverse City, Michigan

Sponsored by Syndicate Sales

Paint nights. Trivia happy hours. Improv performances. With baby boomers downsizing and two-thirds of millennials preferring to pay for something they can do rather than a tangible good, the Experience Economy is in full swing. The good news: With beautiful, popular products galore, the floral industry is in an ideal position to build on this multigenerational trend, says Derek Woodruff, a florist himself who has created engaging activities (hello, “Botanical Bars”!) to attract customers and increase sales and consumer engagement. In this fast-paced session, Woodruff will dive into the nitty-gritty details of a successful consumer-facing event and how to ensure your business gets the biggest possible boost from the added exposure.

You’ll learn:

  • Tips on how to successfully teach basic industry techniques to customers of all skill level — even those who swear they have the opposite of a green thumb.
  • How to successfully plan the logistics of a new in-store event, including insight on timelines, promotion, event timing and staffing considerations.
  • Pricing strategies that help you accurately account for costs and recipes that can help deliver the best ROI on your time and resource investments.

2:00 p.m. – 3:15 p.m.

A Road Map for Profitable Deliveries

Speaker: Paul Goodman, MBA, PFCI, 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. Floral Management magazine contributor Paul Goodman, MBA, PFCI, author of “The Profit Minded Florist,” will dive into best practices to minimize labor and vehicle costs and share tips to increase volume. He’ll also discuss pricing strategies that turn last-minute orders and other special requests into money-making opportunities.

You’ll learn:

  • How to set delivery zones and charges and techniques that allow you to accurately track drivers’ productivity.
  • Ways to turn the hassle of a procrastinating customer into a profit center with timed and expedited delivery services.
  • Where to find quality drivers for holidays and how to get them up to speed quickly — and how courier services can profitably be used to fill in critical delivery gaps.

3:15 p.m. – 3:45 p.m.

Refreshment Break

3:45 p.m. – 5:00 p.m.

Tim’s Calling … INTERACTIVE

Speaker: Tim Huckabee, FSC, FloralStrategies

Sponsored by FloristWare

Longtime floral business educator Tim Huckabee, FSC, will bring Tim’s Calling, his popular Floral Management magazine column, to life in this engaging session that uses actual sales scenarios chosen by audience members as he calls stores from the stage. Huckabee will challenge attendees to help plot through potential sticking points in real sales calls — including common mistakes made and missed opportunities to deliver better service (and higher transactions).

You’ll learn:

  • How to build a customizable sales flow chart for your store and practical ideas on how to get employees using the chart to enhance sales.
  • New concepts and approaches that make it easier for your staff to make bigger sales and improve customer satisfaction.
  • Advice on how to discover additional hidden opportunities in every sale.

5:00 p.m. – 5:15 p.m.

Closing Comments

5:15 p.m. – 6:00 p.m.

Visit with Tabletops

Registration Fees

REGISTRATION RATEBefore June 26, 2020After June 26, 2020
MEMBERS$159 $199
NON-MEMBERS$199$249

Additional registrants from the same company only $119!

Registration Fee Covers

  • Educational sessions
  • Refreshment break
  • Light reception
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

Conference Location

Albany Capital Center
55 Eagle Street
Albany NY 12207

Sleeping Rooms Only

Hampton Inn & Suites Albany Downtown
25 Chapel Street
Albany, NY 12210
SAF hotel rate: $119/night
Hotel Cut-off date: June 15
Reserve your hotel room, call 518-432-7000 or book your room online here.

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 or meetings@safnow.org.

SAF 1-Day Profit Blast in Albany schedule

 

12:00 p.m.

Registration Open

12:00 p.m. – 1:30 p.m.

Meet with Table Top Vendors

1:30 p.m. – 1:45 p.m.

Opening Remarks

1:45 p.m. – 3:00 p.m.

Stress-Free Events

Speaker: Tim Farrell, AAF, AIFD, PFCI; Farrell’s Florist, Drexel Hall, Pennsylvania

Sponsored by Smithers Oasis

According to The Knot’s most recent Real Weddings Survey, the average American couple will spend almost $34,000 on their big day — and they’re allotting about $2,400 of that money toward flowers and décor. How can you and your team capture more of this (big) business? During this interactive session, longtime florist Tim Farrell will share tips on how to generate more wedding and event business — including practical tips on how to adapt designs to the tastes (and budgets) of very different clients — all with the goal of more profit, less stress and stronger wedding sales.

You’ll learn:

  • How to create different styles that you can customize for different events — and training tips for the design room that can help get even less experienced designers up to speed quickly.
  • Tips and techniques on how to scale up or down according to budget considerations — and advice on how to communicate more effectively up front with couples (including DIY or “DIY-ish” brides and grooms) on their expectations and your services.
  • Design ideas and inspiration through hands-on demonstrations.

3:00 p.m. – 4:15 p.m.

Lost in Space: Where are Your Profits?

Speaker: Derrick Myers, CPA, CFP, PFCI, Crockett, Myers & Associates

Boldly go where every florist should as we explore six “black holes” that can suck you profits out to space. We’ll dive deep into the six main cost centers of your floral business for an eye-opening look at time management, cost of goods sold, labor, delivery, occupancy and marketing. Floral finance wiz and Floral Management magazine contributor Derrick Myers, CPA, CFP, PFCI, will show 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

4:15 p.m. – 4:45 p.m.

Refreshment Break

4:45 p.m. – 6:00 p.m.

Tim’s Calling … INTERACTIVE

Speaker: Tim Huckabee, FSC, FloralStrategies

Sponsored by FloristWare

Longtime floral business educator Tim Huckabee, FSC, will bring Tim’s Calling, his popular Floral Management magazine column, to life in this engaging session that uses actual sales scenarios chosen by audience members as he calls stores from the stage. Huckabee will challenge attendees to help plot through potential sticking points in real sales calls — including common mistakes made and missed opportunities to deliver better service (and higher transactions).

You’ll learn:

  • How to build a customizable sales flow chart for your store and practical ideas on how to get employees using the chart to enhance sales.
  • New concepts and approaches that make it easier for your staff to make bigger sales and improve customer satisfaction.
  • Advice on how to discover additional hidden opportunities in every sale.

6:00 p.m. – 6:15 p.m.

Closing Comments

6:15 p.m. – 7:00 p.m.

Sponsor Reception and Visit with Tabletops

The day is not done yet! At this hosted reception, visit with attendees and tabletop exhibitors.

Registration Fees

REGISTRATION RATEBefore Oct 2, 2020After Oct 2, 2020
MEMBERS$159 $199
NON-MEMBERS$199$249

Additional registrants from the same company only $119!

Registration Fee Covers

  • Educational sessions
  • Refreshment break
  • Light reception
  • Supplier Showcase*

* viewing only; additional fee for exhibiting

Location/Conference Hotel

Cedar Rapids Marriott
1200 Collins Road NE
Cedar Rapids, IA 52402
SAF rate: $129/night
Cut-off date: September 28, 2020
Reserve your hotel room, call 319-393-6600 or book your room online here.

Cedar Rapids Marriott

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 or meetings@safnow.org.

SAF 1-Day Profit Blast in Cedar Rapids schedule

 

12:00 p.m.

Registration Open

12:00 p.m. – 1:30 p.m.

Meet with Table Top Vendors

1:30 p.m. – 1:45 p.m.

Opening Remarks

1:45 p.m. – 3:00 p.m.

Give Your Customers FOMO: How In-Store Experiences Can Drive Sales

Speaker: Derek Woodruff, AAF, PFCI; Floral Underground, Traverse City, Michigan

Sponsored by Syndicate Sales

Paint nights. Trivia happy hours. Improv performances. With baby boomers downsizing and two-thirds of millennials preferring to pay for something they can do rather than a tangible good, the Experience Economy is in full swing. The good news: With beautiful, popular products galore, the floral industry is in an ideal position to build on this multigenerational trend, says Derek Woodruff, a florist himself who has created engaging activities (hello, “Botanical Bars”!) to attract customers and increase sales and consumer engagement. In this fast-paced session, Woodruff will dive into the nitty-gritty details of a successful consumer-facing event and how to ensure your business gets the biggest possible boost from the added exposure.

You’ll learn:

  • Tips on how to successfully teach basic industry techniques to customers of all skill level — even those who swear they have the opposite of a green thumb.
  • How to successfully plan the logistics of a new in-store event, including insight on timelines, promotion, event timing and staffing considerations.
  • Pricing strategies that help you accurately account for costs and recipes that can help deliver the best ROI on your time and resource investments.

3:00 p.m. – 4:15 p.m.

You Need a (Social Media) Plan!

Speaker: Carly Anechiarico; Blossom Flowers, Yonkers and White Plains, New York

Instagram. Facebook. Twitter. TikTok. Retail florists have no shortage of platforms to choose from when reaching out to customers. But how do you manage social media strategically — while also running your business — and without losing your mind? In this session, fourth-generation florist Carly Anechiarico will cover intermediate to advanced techniques related to social media. Participants can plan to walk away with new ideas on how to create, manage and evaluate their social media strategies and inspiration on how to take their online marketing via these platforms to the next level.

You’ll learn:

  • How to create a content calendar that drives customers to your website and store using shareable content that aligns with your goals.
  • New ideas on how to brainstorm and generate unique content that’s just right for your brand, plus insight on how to best leverage tools to analyze data and gauge ROI so you can build a longer-term strategy
  • Tips on how to create deeper engagement on social media with followers using the latest and most popular apps and tools. 

4:15 p.m. – 4:45 p.m.

Refreshment Break

4:45 p.m. – 6:00 p.m.

Tim’s Calling … INTERACTIVE

Speaker: Tim Huckabee, FSC, FloralStrategies

Sponsored by FloristWare

Longtime floral business educator Tim Huckabee, FSC, will bring Tim’s Calling, his popular Floral Management magazine column, to life in this engaging session that uses actual sales scenarios chosen by audience members as he calls stores from the stage. Huckabee will challenge attendees to help plot through potential sticking points in real sales calls — including common mistakes made and missed opportunities to deliver better service (and higher transactions).

You’ll learn:

  • How to build a customizable sales flow chart for your store and practical ideas on how to get employees using the chart to enhance sales.
  • New concepts and approaches that make it easier for your staff to make bigger sales and improve customer satisfaction.
  • Advice on how to discover additional hidden opportunities in every sale.

6:00 p.m. – 6:15 p.m.

Closing Comments

6:15 p.m. – 7:00 p.m.

Sponsor Reception and Visit with Tabletops

The day is not done yet! At this hosted reception, visit with attendees and tabletop exhibitors.


Past Profit Blasts Schedules

7:30 a.m. – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30 a.m. – 9:00 a.m.

Opening Comments

9:00 a.m. – 10:15 a.m.

Extraordinary Service in Your Shop Every Day

Speaker: Sam Bowles FSC, FloralStrategies

Sponsored by FloristWare

Whether they buy flowers online, over the phone or in the shop, consumers have high expectations for customer service. Veteran floral business educator Sam Bowles points out tools, ideas and concepts that demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion. Additionally, Bowles shares anecdotes from his ongoing work as manager at one of the country’s top flower shops.

You’ll learn:

  • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, putting buyer and seller at ease
  • Simple ways to engage customers on the floor and tactics to empower even your shyest employees
  • Follow-up techniques to ensure customers’ complete satisfaction and how to nonchalantly prompt them to share their experience online

10:15 a.m. – 10:45 a.m.

Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

10:45 a.m. – 12:00 p.m.

Eventology: The Science of Profitable Events

Speaker: Derrick Myers, CPA, CFP, PFCI, 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

12:00 p.m. – 1:00 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.

 

1:00 p.m. – 2:15 p.m.

Digital Strategies that Drive Everyday Business

Sponsored by Floriology
Presenter: Renato Cruz Sogueco, AAF, PFCI, business instructor, Floriology powered by BloomNet

Summer and fall offer a little breather before the rush of the winter and spring holidays, making now an optimal time to rev up your digital marketing engine. Strategic search and online advertising approaches can drive business year-round — and ensure that your flowers and services are top-of-mind with your customers (even when Valentine’s Day is months — and months —away!). Join Renato Cruz Sogueco, AAF, PFCI, for a fast-paced primer on best practices and steps to creating a durable online strategy and four-season marketing approach to build everyday web sales.

You’ll learn:

  • Top SEO practices to build rank and relevance
  • Proven Google AdWords strategies to help you compete with national competitors
  • How to leverage consumer trends, including associated keywords to rank in searches for other gift segments

2:15 p.m. – 2:45 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

2:45 p.m. – 4:00 p.m.

Wedding Designs, Tricks and Tools You’ll Love

Presenter: Loann Burke, AAF, AIFD, CFD, PFCI, event specialist at Furst Florist and Greenhouses

Sponsored by Smithers-Oasis

Ah, weddings. The work can be creatively fulfilling — and heartbreaking. Seldom do brides’ pricing expectations align with their visions shaped by dreamy images on Pinterest and Instagram. Sylvia Cup champion Loann Burke, AAF, AIFD, PFCI, demonstrates techniques for creating some of today’s hippest looks, such as loose, unstructured hand-tied bouquets and hoop arrangements plus florals for table décor, arches and ceremony embellishments. Watch how to design in a more efficient and profitable manner and see multiple applications for those arrangements to minimize your labor and costs while maximizing your client’s budget. She also shares some of her favorite time-saving tools, including the Oasis Casket Saddle (works just as well for nuptials as funerals!) and Midnight Floral Foam, and flower care essentials for weddings and events. You’ll walk away energized, empowered and educated on how to earn a fair fee for your talents.

You’ll learn:

  • Three techniques for creating loose, unstructured designs beloved by today’s brides
  • Trendy designs with multiple uses to get more mileage for your client’s budget
  • Care and handling tips specific for weddings and events

4:00 p.m. – 4:30 p.m.

Conference Wrap Up

4:30 p.m. – 6:30 p.m.

HANDS-ON WORKSHOP: Bouquets & Bouts*

Presenter: Loann Burke, AAF, AIFD, CFD, PFCI, event specialist at Furst Florist and Greenhouses

Sponsored by Smithers-Oasis

You watched her demo them, now it’s your turn. In this hands-on, interactive workshop, Sylvia Cup champion Loann Burke, AAF, AIFD, PFCI, helps you master the mechanics of constructing a loose hand-tied bouquet and hoop arrangement. Plus, you’ll learn a quick technique to create a peel-and-stick option for any boutonniere.

* You must be registered for SAF 1-Day Profit Blast to attend this hands-on workshop, and there is an additional fee to participate. Members pay $49; Non-members pay $79. Space is limited to the first 24 who sign up. 

4:30 p.m. – 6:00 p.m.

Supplier Showcase

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

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 – 10:30 a.m.

Design Hacks and Smart Services to Delight Consumers

Speaker: Jody McLeod, AIFD, CFD, NCCPF, owner of Annie V’s Floral Design Studio, Clayton, North Carolina

Sponsored by: Syndicate Sales

Recreational floral design and experiential in-store events. Loose, billowing bouquets and centerpieces. Large floral showpieces and plant ephemera. Many of today’s hottest trends are show-stoppers, and time sucks for your design staff — if you aren’t taking advantage of cutting-edge products and mechanics to minimize labor. Join Jody McLeod, AIFD, CFD, NCCPF, as he demonstrates clever design hacks, including cages and accessories to elevate statues, picture frames and urns in event and sympathy designs. Watch McLeod demonstrate how the Holly Chapple Egg and Pillow mechanics are game changers for wedding and event work, saving you precious time and money. He’ll also discuss revenue-driving services you can offer, such as flower and terrarium bars, design workshops and subscription services, to engage consumers, cultivate loyalty and increase sales.

You’ll learn: 

  • Handy techniques using innovative tools and accessories to create distinctive — and profitable — designs for everyday arrangements, event and sympathy work

  • Ideas for in-store experiences that entice foot traffic and create flower and plant enthusiasts who turn into repeat customers

  • How to cater to consumers’ interests in sustainable design solutions and subscription services

10:30 – 11:00 a.m.

Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

11:00 a.m.– 12:30 p.m.

Lost in Space: Where are Your 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

Whether they buy flowers online, over the phone or in the shop, consumers have high expectations for customer service. Veteran floral business educator Sam Bowles points out tools, ideas and concepts that demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion. Additionally, Bowles shares anecdotes from his ongoing work as manager at one of the country’s top flower shops.

You’ll learn:

  • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, putting buyer and seller at ease
  • Simple ways to engage customers on the floor and tactics to empower even your shyest employees
  • Follow-up techniques to ensure customers’ complete satisfaction and how to nonchalantly prompt them to share their experience online

3:00 – 3:30 p.m.

Vendor Spotlight/Refreshment Break/Supplier Showcase

3:30 – 5:00 p.m.

Six Steps to a Profitable Social Media Strategy

Speaker: Crystal Vilkaitis, owner, Crystal Media

Not enough hours in the day to focus on your store’s social media? Get a crash-course in social media planning from Crystal Vilkaitis, one of the nation’s premier social media experts for retailers. She shares her proven step-by-step process that is helping thousands of business owners save time and increase sales.

You’ll learn:

  • How to create a strong social media foundation
  • Actionable and easy to-do’s to support your business goals
  • The types of social content that connects and converts
  • What social media metrics to track and how to measure success
  • How to effectively reach your customers

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.

7:30 – 8:30 a.m.

Registration, Breakfast & Supplier Showcase

8:30– 9 a.m.

Opening Comments

9:00 – 10:30 a.m.

Design Hacks and Smart Services to Delight Consumers

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

Sponsored by: Syndicate Sales

Recreational floral design and experiential in-store events. Loose, billowing bouquets and centerpieces. Large floral showpieces and plant ephemera. Many of today’s hottest trends are show-stoppers, and time sucks for your design staff — if you aren’t taking advantage of cutting-edge products and mechanics to minimize labor. Join former Sylvia Cup champion Derek Woodruff, AIFD, CFD, CF, PFCI, as he demonstrates clever design hacks, including cages and accessories to elevate statues, picture frames and urns in event and sympathy designs. Watch Woodruff demonstrate how the Holly Chapple Egg and Pillow mechanics are game changers for wedding and event work, saving you precious time and money. He’ll also discuss revenue-driving services you can offer, such as flower and terrarium bars, design workshops and subscription services, to engage consumers, cultivate loyalty and increase sales.

You’ll learn: 

  • Handy techniques using innovative tools and accessories to create distinctive — and profitable — designs for everyday arrangements, event and sympathy work

  • Ideas for in-store experiences that entice foot traffic and create flower and plant enthusiasts who turn into repeat customers

  • How to cater to consumers’ interests in sustainable design solutions and subscription services

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, 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: Tim Huckabee, president, FloralStrategies
Sponsored by FloristWare

Whether they buy flowers online, over the phone or in the shop, consumers have high expectations for customer service. Tim Huckabee points out tools, ideas and concepts that demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion. 

You’ll learn:

  • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, putting buyer and seller at ease
  • Simple ways to engage customers on the floor and tactics to empower even your shyest employees
  • Follow-up techniques to ensure customers’ complete satisfaction and how to nonchalantly prompt them to share their experience online

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, founder, 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.

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.

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.

2019 © Society of American Florists

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