What Will the New Normal, or Next Normal, Feel Like?

How will consumer behavior evolve in our post-COVID-19 world (whenever that world emerges)? What can businesses owners do to adapt their physical and digital presence? What are the most promising opportunities for floral entrepreneurs? What does great leadership look like today? This summer SAF is bringing together some of the top minds from inside and outside the industry to tackle these questions and more. During this all-virtual event, which includes a combination of pre-recorded and live experiences, you will:

  • Engage deeply with big picture trends
  • Learn how to apply these shifts to help streamline costs and generate revenue
  • Network and connect with peers for shared problem-solving and reinvention strategies.

KEYNOTE SESSIONS

  • Consumer Behavior in a COVID and Post-COVID World
  • How Will COVID Impact Flower-Buying?
  • Leveraging the “Localvore” Movement
  • Leadership in Times of Crisis

PANEL Q&As

After each keynote, industry leaders recap big takeaways from the session, raising tough questions and challenging traditional thinking.

PEER-TO-PEER ROUNDTABLES

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members

BONUS EXPERIENCE!

Leverage Your Web Toolbox–FREE

Today’s consumer is more web-centric than ever. Learn how to leverage the tools in your web platform to improve user experience, conversions and sales.


See the full list of topics

SCHEDULE AND PRICING

July 27-31 2-5 pm EST daily*

SAF Members Pay: $75/day* ($125 for Monday’s session) or $249 for the full week.

Non-SAF Members Pay: $150/day* ($250 for Monday’s session) or $499 for the full week*

*July 29 Leverage Your Web Toolbox sessions are FREE to all paid Summit registrants and may start earlier and end later than the program on other days. Schedule TBA.

DAILY SCHEDULE


Monday, July 27 | 2 pm – 5 pm EST

KEYNOTE

Consumer Behavior in a COVID and Post-COVID World

Speaker: Jim Dion, Dion Co. How will consumer behavior continue to evolve in a time of physical distancing? In what ways will the pandemic reshape where, when, why — and how— consumers buy goods and services? For business owners who want to survive, answering such questions is key, and hope alone is not a strategy, says author, speaker and retail consultant Jim Dion of Dion Co. During this dynamic, thought-provoking presentation, Dion will leverage his research in human psychology and experience advising legacy brands through periods of intense change — including The Ritz-Carlton Company, Harley-Davidson Motor Company and Hummer — to share insight on the important lessons the current crisis already has taught retailers and how business owners can position their operations to be on the leading edge of changes in consumer spending and habits. Dion, a speaker at past SAF conventions, brings both a deep understanding of the unique challenges facing the floral industry within the context of the overall crisis — and fresh perspective on how to see some of those obstacles in a new and empowering light.

PANEL DEBRIEF

Strategies in Adapting Operations

Jim Dion laid out some of the biggest changes in consumer behavior, now learn how major players in the floral industry project how floral industry entrepreneurs will need to adapt their playbooks and how they plan to keep moving forward in new ways in the near- and longer term. Walk away with practical ideas and inspiration on how to take concrete steps immediately that will make your business more agile, resilient and successful.

Panelists

  • Moderator: Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers, Philadelphia
  • Charlie Cole, CEO, FTD, Downers Grove, Illinois
  • Anna Ball, president and CEO, Ball Horticultural, West Chicago, Illinois
  • Sarah Bagle, creative director, Accent Décor, Norcross, Georgia

ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

Jim Dion, Dionco, Inc.
Jim Dion, Dionco, Inc.

Keynote Sponsor

Panel Sponsor
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Breakout Sessions Sponsor
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Tuesday, July 28 | 2 pm – 5 pm EST

KEYNOTE

How Will COVID Impact Consumer Flower Buying?

Speaker: Charlie Hall, PhD., Texas A&M University The Society of American Florists and the Floral Marketing Research Fund recently commissioned a consumer poll to determine how consumer floral buying behavior may change in the wake of the pandemic. Will flower budgets shrink? Will consumers purchase less frequently — or more frequently — than in the past? What are the top factors that will influence flower-buying in the next six months? Safety protocols? Budget? Be among the first to hear the results of this survey — and what they mean to floral businesses moving forward — from industry economist Charlie Hall, Ph.D., of Texas A&M University.

PANEL DEBRIEF

Responding to the New Realities of Consumer Flower Buying

Following Dr. Charlie Hall’s keynote presentation, a panel of industry experts will explore the practical implications of key findings and share how they are thinking through opportunities and challenges presented by some of these shifts in behavior. Attendees will have the chance to engage more deeply with key points made during Dr. Hall’s session, through the lens of decision makers representing different industry segments.

Panelists

  • Moderator: David Boulton, AAF, PFCI, Flowers by George, Arlington, Washington
  • Gustavo Gilchrist, president, Kennicott Brothers Company, Chicago

ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

Charlie Hall, PhD., Texas A&M University
Charlie Hall, PhD., Texas A&M University

Keynote Sponsor

Panel Sponsor
California Association of Flower Growers & Shippers

Breakout Sessions Sponsor
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Wednesday, July 29 | approximately noon – 5 pm EST (exact timeframe TBA)

Online Strategies: Leverage Your Web Toolbox

The COVID-19 pandemic turned millions of consumers into more regular online shoppers almost overnight. Most experts say that, even as restrictions ease and retailers reopen physical spaces, the habits shoppers have learned over the past few months (picking out groceries via an app, grabbing dinner curbside, ordering birthday gifts with a quick tap on their laptop or phone) likely are here to stay.  What does that mean for florists looking to attract more people online, improve user experience and convert more sales? Some of the industry’s top website providers will review lessons learned from the crisis, share strategies florists can implement and discuss some of the newest tools available to drive online business.

Topics:

  • Tactics to increase average order size online (presented by GotFlowers)
  • Ideas on streamlining the online buying experience (presented by Lovingly)
  • Digital storytelling: how to sell yourself as a local expert through your site (presented by Flower Shop Network)


Thursday, July 30 | 2 pm – 5 pm EST

KEYNOTE

Leveraging the “Localvore” Movement

Since the onset of the pandemic, the “buy local” movement appears to be growing stronger and even more relevant among consumers who care about their communities and want to support area small businesses. Industry members who have created strong bonds with their local communities will share how they have cultivated partnerships and networks among area businesses, civic groups, individuals and more. They’ll provide insight on why those connections are even more important today and give advice on how tools such as great storytelling can help business owners find new pathways to stand apart, finance projects and build toward the future.

PANEL DEBRIEF

Building Community and Connections for Your Business

Find out how longtime industry members are building and leveraging local connections to win the hearts and minds (and discretionary spending dollars) of their communities. Panelists will share their strategies for creating authentic connections and how these approaches have helped them stand apart from competitors.

Panelists

  • Moderator: Susan Bachman West, president, Bachman’s Inc., Minneapolis
  • Sally Kobylinski, owner and vice president, In Bloom Florist, Orlando, Florida

ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

keynote/panel and breakouts Sponsor


Friday, July 31 | 2 pm – 5 pm EST

KEYNOTE

Leadership in Times of Crisis

Speakers: Joe Don Zetzsche and Kate Penn How do you lead your business through this unprecedented time and move from reacting to trauma and crisis to creating more strategic, meaningful and ultimately productive relationships with your team? How do you create a new framework and find ways to let go, move on and reimagine who you and your business might become? What do you do as a leader when you just don’t have all the answers? Join Joe Don Zetzsche, director of H-E-B’s BLOOMS Flower Shops, and Kate Penn, CEO of the Society of American Florists, for a conversation about what strong leadership looks like today and why it matters.

PANEL DEBRIEF

Leading Your Business through Change

After the conversation with Joe Don Zetzsche and Kate Penn, floral industry leaders will dig into the resources and perspective they tapped into as they made some of the hardest decisions of their careers. They’ll talk candidly about missteps, lessons learned and the key indicators they rely on now — and they’ll share some of the habits and strategies they’ve adopted or adapted over the last few months to become more effective leaders for their teams.

Panelist

  • Moderator: Laura Shinall, president Syndicate Sales, Kokomo, Indiana

ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

Joe Don Zetzsche
Joe Don Zetzsche, director, H-E-B’s BLOOMS Flower Shops
Katee Penn
Kate Penn, CEO, Society of American Florists

Keynote Sponsor
Sponsor Syndicate

Breakout Sessions Sponsor
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SPONSORS


PLATINUM

sponsor Teleflora

GOLD

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Sponsor Syndicate

SILVER

sponsor BallSB_
California Association of Flower Growers & Shippers

PARTNERS

Sponsor FlowerShopNetwork

Questions?

Contact Laura Weaver.

2019 © Society of American Florists

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