Upcoming WebBlasts

If you’re unable to attend or missed a webinar, we are recording these sessions.

REIGNITE YOUR BUSINESS WEBINAR SERIES:

Brought to you by

sponsor Teleflora

Reignite Your Business: Virtual Events

Presenter: Heather Waits, Bloomtastic Florist

Tuesday, June 2, 2020

2:00 p.m. EDT

Pre-COVID-19, in-store events were a profitable part of most retail florists’ strategy — a way to build sales and forge strong connections and goodwill in your community. With new operating and social distancing rules, crowd size restrictions and safety concerns among staff and customers, some retailers have pivoted to virtual events. How do you create online events that draw a crowd and meet your revenue goals? Floral Management columnist Heather Waits of Bloomtastic Florist in Columbus, Ohio, will share her successful approach to virtual workshops and classes, including insight on how to choose the best platform, generate excitement, manage logistics and leverage post-event enthusiasm. She’ll also explain how she’s modified her teaching style and class focus to better suit digital audiences — and how partnerships with other local businesses can set your events apart.

Reignite Your Business: Keeping Staff and Customers Safe

Presenter: Christopher Norwood, AAF, AIFD, PFCI

Thursday, June 4, 2020

2:00 p.m. EDT

As restrictions ease and retail florists enter a new phase of operations, what can you do to help keep your staff and customers safe? Christopher Norwood, AAF, AIFD, CFD, PFCI, of Tipton & Hurst in Little Rock, Arkansas, will share some of the key strategies he and his team have adopted to follow social distancing guidelines, limit exposure risks and maintain confidence and trust. He’ll also share ideas on how to effectively communicate your policies with your team and community — and how he and his team have adapted their delivery and pick-up practices for the best customer and staff experience.

Reignite Your Business: Strategies for Rebuilding Lean Teams

Presenter: Wendy Rockcastle

Tuesday, June 9, 2020

2:00 p.m. EDT

How do you make the most of a small team and keep people on task (and safely distanced) but also cross-train them for efficiency? How can you be strategic about rebuilding your teams for the skills you need today — and keep that mindset going into the future? Join Wendy Rockcastle of Rockcastle Florist in Rochester, New York, for a practical discussion about how she and her family have learned to scale and adapt operations, find new employees and train team members to take on multiple roles. 

Reignite Your Business: Digital Tactics to Make the Most of New Customers

Presenter: Steve Ozment, Flowerama, Emerald City Websites

Tuesday, June 16, 2020

2:00 p.m. EDT

During the pandemic, many florists saw a rush of first-time customers to their websites. A month after Mother’s Day, what are you doing to capitalize on those new contacts and remarket to them and build additional sales? Join Steve Ozment of Flowerama and Emerald City Websites in Columbus, Ohio, for a session focused on the digital strategies you can use to leverage your expanded database and turn these first-time buyers into repeat customers.

Reignite Your Business: PPP Forgiveness Procedures

Presenter: Paul Goodman, MBA, PFCI

Thursday, June 18, 2020

2:00 p.m. EDT

Securing a Payment Protection Program loan was hard enough for small-business owners — now another series of challenges lies ahead: Ensuring you understand and are following the rules correctly, to make certain your loan forgiveness comes through. Join longtime floral industry financial expert Paul Goodman, MBA, PFCI, for a targeted session on the primary details and information you need to know as you continue to navigate the PPP process.

Reignite Your Business: Leveraging LinkedIn

Presenter: Jackie Levine

Tuesday, June 23, 2020

2:00 p.m. EDT

Retail florists devote most of their social media time to Facebook and Instagram — but Jackie Levine of Central Square Florist in Cambridge, Massachusetts, said there’s another platform that deserves more of your attention: LinkedIn. Levine, a fourth-generation florist with a vibrant online presence, will discuss how she uses LinkedIn to strategically forge sales leads, enhance her network and generate new business — all while building on the brand and reputation of her family’s business.

Reignite Your Business: Marketing Messages that Sell

Presenter: Jennifer Barnard, Tillie’s Flower Shop

Thursday, June 25, 2020

2:00 p.m. EDT

What communication strategies are helping local florists connect most effectively with customers right now — encouraging them to buy more flowers more often? Join Jennifer Barnard of Tillie’s Flower Shop in Wichita, Kansas, for a practical discussion about how she’s promoted her family business throughout the pandemic by focusing on key messages, emphasizing the power of flowers and stepping outside of her comfort zone to deliver the content, products and services that resonate with customers and drive everyday sales.

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SAF Leadership Exchange: Mother’s Day Debrief

Moderator: Chris Drummond, AAF

Panelists: Kaitlin Radebaugh, AAF, Tim Dewey, Patrick Busch and Liza Roeser

Thursday, May 28, 2020

2:00 p.m. EDT

Mother’s Day sales exceeded the expectations of many , according to a survey of SAF members. Seventy percent of floral industry members who were open for Mother’s Day reported an increase in sales. How equipped was the industry to meet the demand, given the staffing and social distancing challenges? What operational changes were employed for Mother’s Day that might stick through the summer? Join industry leaders for a Mother’s Day debrief to discuss what worked, what didn’t and how businesses must adapt their expectations – and operations – are shifting as our industry heads into summer.

SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers Chris Drummond, AAFblank
Kaitlin Radebaugh, AAF

 

blankTim Dewey

Patrick Busch Len Busch Roses Plymouth, Minnesota Patrick Busch is CEO of Len Busch Roses in Plymouth, Minnesota. In addition to roses, the 52-year-old family-run company grows alstroemeria, lilies, gerberas, snapdragons, delphiniums, tulips and blooming plants. Len Busch Roses also operates a wholesale business selling cut flowers, bouquets, blooming and green plants and floral supplies. Busch has Bachelor’s degrees in horticulture and business from Michigan State University. He has been a member of SAF’s Growers Council since 2015. He served as vice president of the Minnesota State Floral Association from 2010 to 2014 and as a board member of the Flower Promotion Organization from 2005 to 2015.

Patrick Busch

Liza Atwood Fifty Flowers Boise, Idaho Liza Atwood is founder and CEO of Fifty Flowers in Boise, Idaho. She has spent 24 years in the industry. Her expertise is in fresh cut flower sourcing and marketing. She belongs to the Association for Wedding Professionals International, the Association of Bridal Consultants, the Wedding Industry Professional Association and NorCal. She has written two articles for Rent My Wedding magazine. Atwood has a Bachelor’s degree from Texas A&M University and belongs to Entrepreneurs’ Organization, a global non-profit.

Liza Roeser

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COVID-19 Webinar Series: How I’m Doing It: Low-Tech Ways to Stay in Front of Customers and Drive Sales

Presenters: Michael Pugh, AAF, Pugh’s FlowerS, Memphis, TN, W. Kurt Schroeder AAF, AIFD, CFD, PFCI, Tiger Lily Flowers, Sarasota, FL, and Monty Pereira, Watanabe Floral, Honolulu, HI

Friday, May 1, 2020

2:00 p.m. EDT

The current crisis has created a new challenge for the floral industry ahead of Mother’s Day: the need to let customers know that yes, you’re open! Join three veteran industry members — SAF Board Director Michael Pugh, AAF, of Pugh’s Flowers in Memphis, Tennessee, former SAF volunteer leader W. Kurt Schroeder AAF, AIFD, CFD, PFCI, of Tiger Lily Flowers in Sarasota, Florida, and Monty Pereira of Watanabe Floral in Honolulu — for an SAF webinar focused on tried-and-true, easy-to-implement marketing strategies that have never been more important, including reminder calls, signage, direct mail, emails and more. 

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W. Kurt Schroeder AAF, AIFD, CFD, PFCI, Tiger Lily Flowers, Sarasota, FL,

 

Monty-PereiraMonty Pereira, Watanabe Floral, Honolulu, HI

COVID-19 Webinar Series: How I’m Doing It: Generating Positive Media Buzz

Presenter: Jackie Levine, Central Square Florist, Cambridge, MA

Thursday, April 30, 2020

2:00 p.m. EDT

Reaching out to the media and making yourself available to reporters can feel intimidating and time-consuming, but with Mother’s Day around the corner and many consumers looking for safe gift options, it’s never been more important to have a media strategy in place and key messages ready. Fourth-generation florist Jackie Levine of Central Square Florist in Cambridge, Massachusetts, has developed an approach to working with her local media that has helped generate positive stories about her family’s business throughout the crisis. Learn some of her top tips on how to reach reporters — including the online platforms she swears by that you’re probably ignoring — along with advice on interview prep, messaging, and how to make the most of news stories once they’re online to help drive future sales. The session will include an overview of SAF resources, such as customizable press releases and talking points about SAF research on the emotional impact of flowers, and time for questions. 

COVID-19 Webinar Series: How I’m Doing It: Leveraging Downtime While Closed

Presenter: Nic Faitos, Starbright Floral Design, New York City

Tuesday, April 28, 2020

2:00 p.m. EDT

The COVID-19 crisis may have forced Starbright Floral Design to temporarily close its doors in March — but the staff at the longtime New York City florist has still been incredibly productive. For the past few weeks, Nic Faitos has helped guide his team or remote workers to reallocate their time and energy toward projects centered on operations, marketing and new initiatives. Their goal: Use this time to find opportunities and ensure Starbright is in the best possible position to serve customers once business can resume. Join Faitos for a conversation on the decisions he and his team have made and the framework they’re using to move forward, safely and strategically, including practical ideas on how to generate revenue right now through virtual designs and services. 

COVID-19 Webinar Series: How I’m Doing It: Strategies for Reopening

Presenters: Jodi McShan, AAF, McShan Florist, Dallas, Texas, Cameron Pappas, Norton’s Florist, Birmingham, Alabama, and Chris Palliser, Scotts Flowers, New York City

Friday, April 24, 2020

2:00 p.m. EDT

One of the biggest challenges facing retail florists during this crisis: uncertainty. In the coming weeks — just ahead of Mother’s Day — more retail florists will likely be in a position to offer more services, or even reopen operations. But in an unprecedented time, what does that kind of transition even look like? How do you ramp up strategically while prioritizing the safety of your employees and community and also protecting your business? Join SAF Next Generation Task Force Members Jodi McShan, AAF, of McShan Florist in Dallas, Texas, and Cameron Pappas of Norton’s Florist in Birmingham, Alabama, along with Chris Palliser of Scotts Flowers in New York City, for a discussion centered on their individual experiences and the factors florists should consider as they expand services, including ideas on how to make those transitions smoother for your team, your customers and yourself. The session includes time for questions, but floral professionals can also email questions ahead of time to SAF’s Laura Weaver, lweaver@safnow.org.

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Jodi McShan, AAF, of McShan Florist

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Cameron Pappas of Norton’s Florist

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Chris Palliser of Scotts Flowers

COVID-19 Webinar Series: Prepping Your Website for Holiday Sales

Presenters: Vonda LaFever AIFD, CFD, PFCI, and Kami Martin of Flower Clique

Tuesday, April 21, 2020

2:00 p.m. EDT

The COVID-19 crisis has created challenges and uncertainty for retail florists heading into Mother’s Day. One thing that’s clear: If you can operate for the holiday, many of your customers will be reaching out to you and shopping online. That’s why it’s more important than ever to prep your website now. Join Vonda LaFever AIFD, CFD, PFCI, and Kami Martin of Flower Clique for an important session focused on best practices in website management for the holiday, including insight on how to ensure you are pushing the products and services you can actually deliver. 

COVID-19 Webinar Series: Training Tips and Adaptable Designs for Mother’s Day

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

Friday, April 17, 2020

2:00 p.m. EDT

For florists who can offer deliver/curbside services, Mother’s Day could be a surprisingly strong sales event. How do you make the most of the holiday with a reduced team, including employees who are taking on new roles during the crisis? If you aren’t sure about the exact product you’ll have, how can you plan and market effectively? Join Derek C. Woodruff AIFD, CFD, CF, PFCI, of Floral Underground in Traverse City, Michigan, to learn more about design room training tips that will help you make the most of your lean workforce this holiday — along with practical ideas on how to capitalize on the product you do have access to, in the design room and through your communications with customers. 

COVID-19 Webinar Series: Mother’s Day Planning

Presenter: Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers, SAF President

Tuesday, April 14, 2020

2:00 p.m. EDT

Join SAF President Chris Drummond, AAF, PFCI, of Penny’s by Plaza Flowers in Philadelphia for an info-packed webinar on how florists who can offer delivery and/or curbside pick-up services can best prepare for an unprecedented Mother’s Day. Get ideas on how to plan, advice on how to adjust and refine your strategy and insight into marketing and management techniques. The session will include Q&A time. Send questions ahead of time to SAF’s Laura Weaver, lweaver@safnow.org.

COVID-19 Webinar Series: Fresh Product Supply Update

Presenters: David Armellini, Armellini Logistics, Miami, Florida, Oscar Fernandez, Equiflor-Rio Roses, Miami, Florida, Rodi Groot, Sun Valley Floral Farms, Arcata, California, and Bill LaFever, PFCI, Bill Doran Company, Rockford, Illinois

Thursday, April 9, 2020

2:00 p.m. EDT

As florists who can safely provide targeted services to their communities enter the spring season, they have questions about the availability of fresh product — and their ability to access it. Join SAF for a session that brings together SAF leaders representing the different segments of the industry to talk about the state of the supply chain today and what florists need to know as they create new strategies for Mother’s Day 2020. The session will include Q&A time with former and current SAF Wholesale Council members David Armellini of Armellini Logistics in Miami, Florida and Oscar Fernandez of Equiflor-Rio Roses in Miami, Florida; SAF Growers Council member Rodi Groot of Sun Valley Floral Farms in Arcata, California; and SAF Chairman Bill LaFever, PFCI, of Bill Doran Company in Rockford, Illinois.

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David Armellini, Armellini Logistics, Miami, Florida

Oscar Fernandez head shot

Oscar Fernandez, Equiflor-Rio Roses, Miami, Florida

Rodi Groot Sun Valley Floral Group Oxnard, California Robert Dirk “Rodi” Groot is product coordinator and bouquet manager of the Sun Valley Floral Group in Oxnard, California. He has a degree in trade and management from Boerma Instituut in Aalsmeer, the Netherlands and 37 years experience in the industry. His expertise is in care and handling, field and cooler inventory management, financial management and marketing. He served on the Produce Marketing Organization’s floral council from 2007 to 2008. From 2012 to 2014, he chaired the promotion committee for the California Cut Flower Commission and, in 2014, he chaired the committee that started American Grown Flowers.

Rodi Groot, Sun Valley Floral Farms, Arcata, California

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Bill LaFever, PFCI, Bill Doran Company, Rockford, Illinois

COVID-19 Webinar Series: Social Media Strategies for Florists

Presenters: Carly Anechiarico, Blossom Flower Shops, Yonkers, NY, Jackie Levine, Central Square Florist, Boston, MA, and Nicole Palazzo, City Line Florist, Trumbull, CT

Wednesday, April 8, 2020

2:00 p.m. EDT

As government restrictions keep Americans apart, social media is helping many Americans stay connected. How can florists adapt their strategies to the crisis and use the platform to meet their individual goals — whether that’s driving revenue or staying top-of-mind in their communities? Join Carly Anechiarico of Blossom Flower Shops in Yonkers, New York, Jackie Levine of Central Square Florist in Boston, and Nicole Palazzo of City Line Florist in Trumbull, Connecticut, for a targeted discussion about tactics, strategy, techniques and tools. The session will include examples and inspiration for new content and will cover ideas and perspectives from businesses in different stages of operational capabilities — from those that are temporarily closed to those that can still provide delivery and curb-side pick-up services to customers.

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Carly Anechiarico of Blossom Flowers

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Jackie Levine of Central Square Florist

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Nicole Palazzo of City Line Florist

COVID-19 Webinar Series: Financial Best Practices During the Crisis

Presenter: Paul Goodman, MBA, PFCI, Floral Finance Business Services

Tuesday, March 31, 2020

2:00 p.m. EDT

Florists are facing extremely tough decisions during the COVID-19 crisis — and, often, there are no easy answers. What can you do now to get your business to the other side, and how can you start planning for how you’ll operate and rebuild once the crisis is over? Join Paul Goodman, MBA, PFCI, a retired accountant and longtime Floral Management magazine contributor, for a discussion of financial best practices during the COVID-19 crisis, including advice on managing COGS and labor and how your business structure can shape your financial and cash flow management strategies. Goodman will also share insight into the factors that should inform your financial decisions as you consider aid resources like loans.

COVID-19 Webinar Series: Accessing Federal Aid

Presenter: Joe Bischoff, SAF Senior Lobbyist

Monday, March 30, 2020

2:00 p.m. EDT

On Friday, Congress passed a third sweeping relief package designed to support individuals and businesses during the COVID crisis. So far, there have been two small business loan programs created as a result of the COVID-19 pandemic. The first program, introduced as a part of COVID legislation passed earlier this month, created a $1 billion fund to immediately assist small businesses hit hard by the current economic shutdown. The second program, part of the COVID stimulus package passed on Friday, created the Paycheck Protection Program and the Economic Injury Disaster Loan (EIDL) program. The Paycheck Protection Program is intended to keep workers on small business payrolls through offering forgivable loans, and the EIDL program offers small businesses a one-time $10,000 grant to cover short-term costs.

In this webinar, SAF senior lobbyist Joe Bischoff will review the available federal aid options, what they mean for your business and how to access them.

COVID-19 Webinar Series: The Economic Impact of COVID-19

Presenter: Charlie Hall, Ph.D., professor and Ellison Chair in the Department of Horticultural Sciences at Texas A&M University

Thursday, March 26, 2020

2:00 p.m. EDT

COVID-19 has changed the economic landscape entirely — what can floral professionals do to try and adapt in the future and how can they stay well informed right now? Join Charlie Hall, Ph.D., professor and Ellison Chair in the Department of Horticultural Sciences at Texas A&M University, as he discusses how the crisis already has reshaped the economy, and the different ways it could continue to do so, depending on its duration. He’ll also discuss economic indicators to watch (and how those will change), along with immediate business strategies to implement — including contingency planning and the increased importance of floral marketing, both now and once the crisis is over.

COVID-19 Webinar Series: Recovering and Rebuilding Wedding & Event Work

Presenters: Kate Delaney, AAF, SAF Director of Career Development, former general manager, Matlack Florist, West Chester, PA, Cheryl Denham, AAF, AzMF, Owner, Lux Florist/Arizona Family Florist, Phoenix, AZ, Cynthia Linzy, Manager, Lux Florist/Arizona Family Florist, Phoenix, AZ, and Zoë Gallina, AAF, Creative Director, Botanica International Design Studio, Tampa, FL

Tuesday, March 24, 2020

2:00 p.m. EDT

With forced cancelations and limits on crowd size, the COVID-19 crisis has hurt florists’ event and wedding business especially hard. Join experienced floral professionals for a discussion on how to navigate the potentially overwhelming tasks of handling cancelations and re-bookings in a strategic way that prioritizes both the financial needs of your business and those important client relationships. The session will include tips on how to continue to market to new wedding couples – and why it’s critical to do so – along with ideas on how to reach out more effectively to all clients and your team.

Kate Delaney, AAF, SAF Director of Career Development

Kate Delaney, AAF, SAF Director of Career Development, former general manager, Matlack Florist, West Chester, PA

Cheryl Denham, AAF, AzMF

Cheryl Denham, AAF, AzMF, Owner, Lux Florist/Arizona Family Florist, Phoenix, AZ

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Cynthia Linzy, Manager, Lux Florist/Arizona Family Florist, Phoenix, AZ

 Zoë Gallina, AAF

Zoë Gallina, AAF, Creative Director, Botanica International Design Studio, Tampa, FL

COVID-19 Webinar Series: Sourcing Fresh Product – The New Normal

Presenters: David Armellini, President, Armellini Industries, Christine Boldt, EVP of Association of Floral Importers of Florida (AFIF), and Dave Pruitt, Interim CEO of the California Cut Flower Commission and Certified American Grown

Monday, March 23, 2020

2:00 p.m. EDT

Get an update on the state of floral supply, both domestically and abroad.

They will discuss:

  • How product is moving through the channel
  • Where there are (and are not) gaps in supply
  • What you can expect in the coming weeks and months
Headshot of David Armellini

David Armellini, President, Armellini Industries

Christine Boldt, EVP of Association of Floral Importers of Florida (AFIF)

Christine Boldt, EVP of Association of Floral Importers of Florida (AFIF)

Dave Pruitt

Dave Pruitt, Interim CEO of the California Cut Flower Commission and Certified American Grown

COVID-19 Webinar Series: HR Strategies for Navigating a Crisis

Presenter: Glenna Hecht

Friday, March 20, 2020

2:00 p.m. EDT

When a crisis hits — be it a natural disaster, economic nosedive or global pandemic — employers face new challenges in communicating with their teams and ensuring that workers feel connected and informed in the face of tough conversations and constantly evolving world events. Join Glenna Hecht, founder of Humanistic Consulting and an advisor to many floral industry businesses, as she shares insight on how to develop and refine your HR strategy as you lead your business through this tough period. During the session, Hecht will reflect back on lessons small businesses learned during previous crises and share ideas on how to find ways to move forward each day even as the headlines change.

You’ll learn:

  • Communication strategies and tips.
  • Processes that can help you find clarity.
  • Information on where to find resources to assist your decision-making.

COVID-19 Webinar Series: Financial Planning 

Presenters: Derrick Myers, CFP, CPA, PFCI, Crockett, Myers & Associates, and Paul Goodman, MBA, PFCI, Floral Finance Business Services

Thursday, March 19, 2020

2:00 p.m. EDT

The COVID-19 crisis has created a new reality and many financial uncertainties for retail florists. Join financial experts and Floral Management contributors Derrick Myers, CFP, CPA, PFCI and Paul Goodman, MBA, PFCI, for advice on how to prioritize next steps as you navigate this altered landscape.

Drawing on decades of experience working with floral professionals, Myers and Goodman will share:

  • Insight on how to help manage costs in key areas, including COGS and labor, and manage cash flow.
  • Pricing strategies and best practice incentives to help move product and reduce impact.
  • Key issues related to wedding/event work and cancelations.

 

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Paul Goodman, MBA, PFCI, Floral Finance Business Services

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

COVID-19 Webinar Series: Coronavirus and the Floral Industry: Planning, Prep and Best Practices

Presenters: Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers, and Michelle Castellano Keeler, AAF, Mellano & Company 

Tuesday, March 17, 2020

2:00 p.m. EDT

Feeling anxious about the short and long-term effects of the coronavirus outbreak on your employees, business and local community? Unsure how to prepare and what best practices to implement? Join Society of American Florists executive committee volunteer leaders Chris Drummond, AAF, PFCI and Michelle Castellano Keeler, AAF for a practical conversation focused on how florists can communicate effectively with customers and their team and market to minimize impact during this unprecedented time. Topics addressed will include: messaging strategies that instill confidence in customers and emphasize the positive effects of flowers on individuals and communities; strategies on how to market during periods of social distancing and isolation; advice on dealing with cancelations and contract changes; tools from SAF that members can implement immediately, and much more. The session will also incorporate a Q&A session to facilitate the exchange of information, ideas and shared tactics. This webinar is the first in a series planned by SAF to address the challenges posed by the global pandemic.

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Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers

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Michelle Castellano Keeler, AAF, Mellano & Company

How I Did It: Turn Delivery into a Profit Center

SAF Board Member, Michael Pugh, AAF, Pugh’s Flowers, Memphis, TN 

Date TBD

Do any of these delivery-related challenges sound familiar? Customers are waiting longer and longer to order arrangements, and then they expect your team to deliver immediately. Or, customers expect deliveries to happen in a specific (often tight!) window. And… what about your drivers? Are you having a hard time finding, training and keeping drivers, especially in your busiest seasons? In this engaging session, veteran florist and SAF Board of Director member Michael Pugh, AAF, talks about new innovations in delivery strategies and technology that have helped his team at Pugh’s Flowers turn delivery into a streamlined profit center.

You’ll learn:

  • How to incorporate timed and expedited delivery fees into your pricing structure and tips on how to train employees to offer and promote those services.
  • Whether courier services and new tech companies such as PostMates can complement and enhance your business — including key questions to ask and mistakes to avoid.
  • Strategies for finding and training drivers and — just in time for your Mother’s Day planning —insight on how to get seasonal and temporary workers up to speed quickly on delivery best practices.
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Book More Weddings on the Spot

Presenter: Heather Waits, Bloomtastic Flowers & Events 

Presented on Wednesday, March 11, 2020

Here’s a dilemma that might sound familiar to many floral pros: You want to build your wedding business and book more weddings on the spot…but you hate the idea of “selling” to brides and you’re feeling discouraged by couples’ unrealistic expectations (thanks, Pinterest and Instagram!) and tendency to shop around. Never fear. Help is here. Heather Waits of Bloomtastic Flowers & Events in Columbus, Ohio, services up to 400 weddings a year and is a contributing columnist for Floral Management magazine. In this 30-minute session — which includes 20 minutes of Q&A time and real-world examples from Waits — she’ll share best practices on how to win over more couples during consultations, leading to increased revenue and less stress.

You’ll learn:

  • Verbiage that Waits has fine-tuned over the years to appeal to couples — and phrases to avoid.
  • Techniques on how to win over couples without sacrificing profitability or devaluing your services.
  • What an “assumptive close” is — and why it’s imperative to every consultation.

How I Did It: Cultivating the Next Generation

Presenter: SAF Board Member Stephen Kennicott
Paige Kennicott-Jacques
Kennicott Kuts 

Wednesday, February 26, 2020

Kennicott Kuts has a long history in the floral industry — with roots back to 1836 when Dr. John Kennicott established a flower farm (“The Grove”) in Illinois. The Kennicott family went on to pioneer new business models in the industry, establishing one of the first commercial ferneries in Florida and starting Kennicott Brothers Wholesale Florist in Chicago in 1881. Today, Kennicott Kuts has 12 specialty cut flower operations in the United States and Chile. Join SAF Board member Stephen Kennicott and his daughter Paige Kennicott-Jacques as they discuss the realities of running a fourth-generation family business in the floral industry and working together — and share insight on how multiple generations can work together to build more resilient businesses.

You’ll learn:

  • Strategies for creating a positive work environment that spans generation — with insight from the owner level and next gen.
  • Lessons learned from a longtime family business — including advice on how to communicate more effectively.
  • Specific challenges and opportunities facing Kennicott Kuts and how the family is working together to create solutions.

Prepping Your Business for the Next Recession

Presenter: Charlie Hall, Ph.D., Texas A&M University

Presented on Wednesday, January 15, 2020

Floral industry professionals are moving into 2020 with a still-strong economy, but overall growth has slowed and there are headwinds, including uncertainty surrounding trade issues and the upcoming presidential election, among other factors.

How can business owners best understand the current state of the economy and make plans? What can floral industry members do to better position their companies to ride out the next economic downturn, whenever that comes? (Because, inevitably, it will come!)

In this 30-minute session, which includes 10 minutes of question-answer time, industry economist Dr. Charlie Hall, professor and Ellison Chair in the Department of Horticultural Sciences at Texas A&M University, will walk participants through key economic indicators and give advice on the steps you can take now to create a more resilient business in the future.

You’ll learn:

  • Challenges facing the U.S. and global economy and why those issues matter to your business.
  • The current lay of the land — and why now may be a good time to make strategic investments in your infrastructure or technology programs.
  • Why it’s so important to manage your working capital effectively and the importance of creating and communicating a powerful value proposition to your customers.

How I Did It: Maximize Profits and Minimize Stress on Valentine’s Day

A conversation with SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers

Presented on Wednesday, January 8, 2020

Valentine’s Day 2020 falls on the Friday of a long weekend — a scenario that creates extra challenges for retail florists who have to compete head-to-head with getaways, hotel and spa packages and other experience-based gifts.

Feeling nervous? Don’t panic.

SAF President Chris Drummond, AAF, PFCI, of Penny’s by Plaza Flowers in metro Philadelphia pulls back the curtain on his holiday prep, execution and follow-up plans. He shares specific tips, best practices and advice on how you can streamline your operations, maximize profit and not lose your mind during one of the busiest times of the year.

You’ll learn:

  • How to incentivize your team and customers to choose early order and early delivery options—and advice on how to make delivery a profit center for your business
  • Tactics how to prep far ahead—so that you don’t have to turn down any orders—along with “secrets” of staffing that ease the burden of scheduling
  • How to plan and execute efficient preproduction, then sell what is already in the cooler
  • Proper care and handling so you can produce designs earlier and not reduce vase life/customer satisfaction
  • How to recruit delivery staff and maximize delivery efficiency
  • Best practices in service, including online review management, to ensure your customers have the best possible experience

Tim’s Calling … LIVE

Presenter: Tim Huckabee, FSC, FloralStrategies LLC 

Ever wonder what your staff really sounds like to customers when they call to place an order with your store? Are they professional and efficient? Empathetic and personal? Do they ask sales-crushing questions like, “How much do you want to spend?” and offer, “Our arrangements start at…”

In each Floral Management magazine, Tim Huckabee shares the results of his mystery shopper calls to flower shops around the country — the good, the bad, and the truly cringe-worthy — along with his advice on how florists can easily train their teams to deliver truly outstanding customer service and higher sales.

He shares his expertise on when and how the featured shop got off track and offer advice on how you can avoid the same, all-too-common mistakes in your business. (Psst…If you think you and your team aren’t making these mistakes, think again, says Huckabee. The mistakes you don’t realize are happening are likely to be costing you sales right now.)

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Update on The Farm Workforce Modernization Act

Presented on Wednesday, December 4, 2019

Presenter: Joe Bischoff, Ph.D., SAF’s senior lobbyist

A bill that would have direct implications on how floral industry businesses find and retain talent was approved in late November  2019 by the U.S. House Judiciary Committee.  The Farm Workforce Modernization Act would provide a pathway to legal status for undocumented immigrants who have already been working in the agriculture industry for at least two years and plan to continue in their jobs. It would also establish a mandatory, nationwide E-Verify system for the agricultural sector, simplify the H-2A visa process, apply a cap to farm workers’ wages and increase funding for USDA housing programs for laborers.

During this 30-minute WebBlast, SAF senior lobbyist Joe Bischoff, Ph.D., explains what the measures mean for employers and answers member questions.

You’ll learn:

  • Highlights of the new temporary worker visa program and green card option for long-term agriculture workers
  • Details about the H-2A reforms covering wage rates, worker protection and mandatory E-Verify system
  • What the next steps are for the bill’s passage

Update on the U.S. Domestic Hemp Production Program

Presented on November 21, 2019

Presenter: Joe Bischoff, Ph.D., SAF’s senior lobbyist

The 2018 Farm Bill directed USDA to establish a national regulatory framework for hemp production in the United States. USDA established the U.S. Domestic Hemp Production Program through an interim final rule. According to USDA, “this rule outlines provisions for the USDA to approve plans submitted by states and Indian Tribes for the domestic production of hemp. It also establishes a federal plan for producers in states or territories of Indian tribes that do not have their own USDA-approved plan.”

Growers have until Dec. 30 to weigh in on the program’s interim final rule.

During this 30-minute session, which includes 10 minutes of Q&A time, SAF’s senior lobbyist Joe Bischoff, Ph.D., presents an update on the U.S. Domestic Hemp Production Program, and he gives advice on how industry members can ensure their voices are heard on this issue.

You’ll learn:

  • What the U.S. Domestic Hemp Production Program is and how it was developed.
  • Details of the interim final rule and pathways to comment on that rule.
  • Highlights of the program and the government’s current position on governance of hemp production.
  • Insights on some of the potential risks created by the new regulations and the uncertainties associated with them.

Understanding the Newest Final Overtime Regulations

Presenter: Jessica Summers, Small Business Legislative Council

The Department of Labor (DOL) has issued new rules that, effective January 1, 2020, will increase the minimum salary that employers must pay employees for them to qualify for the white collar and the highly compensated exemptions to the federal overtime pay requirements.

What do the new overtime rules mean for employers?

SAF has a long-standing relationship with the Small Business Legislative Council, a coalition of trade associations like SAF that share a common commitment to the small business sector of the economy.

Join us as Jessica Summers, Strategic Policy Director of the SBLC, provides an overview of the new overtime rules.

You’ll learn:

  • Where these new rules fit into the federal wage and hour law landscape
  • What is (and is not) in the new rules
  • What steps you need to take before the rules go into effect

Roadmap for Profitable Delivery

Presenter: Paul Goodman, MBA, CPA, PFCI

Delivery is a key service that retail florists offer. It’s something that sets your business apart from other brick-and-mortar businesses and makes you competitive with online companies. It’s also a complicated area that can quickly go from a profitable service to a money-losing proposition.

Just in time for the busy fall and winter season, join veteran floral industry accountant and Floral Management contributor Paul Goodman, MBA, CPA, PFCI, for a 20-minute primer on how to ensure you are actually making money on deliveries while delivering top service to your customers. The info-packed session includes an additional 10 minutes Q&A time with Goodman.

You’ll learn:

  • How to more accurately predict the number of drivers you’ll need year-round and during holiday periods.
  • Tools and formulas to better understand delivery-related costs, including vehicle and labor costs, and how to calculate average cost per mile
  • Tips on how delivery zones can help streamline delivery and make it a more profitable area for your business

Small Web Fixes, Big Results: Part 1

Increase Floral Event Business 

Presenter: Ryan O’Neil, PFCI, Curate 

Looking to convert more wedding and event clients from your website? In this packed webinar, Ryan O’Neil, PFCI, CEO and founder of Curate, will share three practical tips and tweaks you can implement today that will help you improve user experience and lead to more booked events from your website.

O’Neil founded Twisted Willow Design in St. Louis with his wife, Rachael, before creating Curate, a popular event software platform. Since that time, O’Neil has worked with thousands of florists and is the lead contributor to “The Business of Events,” a blog that details how he and Rachael started their shop and grew it into a lifestyle business.

During this 20-minute session plus 10 minutes of Q&A, you’ll learn:

  • Common mistakes florists make in web strategy — and how those missteps can frustrate (and lose) potential wedding customers.
  • How strategic — and simple — changes to verbiage can lead to dramatic sales results.
  • Ways real florists are successfully engaging clients online.

Small Web Fixes, Big Results: Part 2

3 Tips to Get More Pay-Per-Click Traffic Without Spending More

Presenter: Timm McIntyre, FTD

Pay-Per-Click advertising is a great way to get your shop in front of online shoppers and to drive traffic to your web site. However, it can get expensive.

Timm McIntyre is an ecommerce and social media pioneer with more than 25 years of experience in online marketing. McIntyre designed some of the inaugural search engine and social media campaigns for clients such as McDonald’s, Chrysler and Owens Corning. In addition to advising large corporations, McIntyre has taught hundreds of small business owners how to get top listings on search engines and get the best value from Pay-Per-Click advertising.

During this 20-minute session, plus 10 minutes of Q&A, you’ll learn:

  • Why your ad shows up where it does (or doesn’t)
  • How to show up higher without paying more per click
  • How your site affects your ads
  • How to let Google do the work for you

HR Summer Boot Camp: A 3-Part WebBlast Series

It’s no secret attracting and retaining talent is a challenge. During this 3-part webinar series, HR expert Glenna Hecht offers strategies to hire smarter and improve the onboarding process, and business coach Barry Gottlieb gives advice for dealing with problematic staff. Each 20-minute session includes an extra 10-minutes of Q&A, giving you a quick preview of what Hecht and Gottlieb will bring to SAF Amelia Island 2019.

HR Summer Boot Camp, Part I: Hire Smarter

Presenter: Glenna Hecht, Humanistic Consulting

Does this sound familiar? An employee quits and then you, as the owner or manager, scramble to fill the vacant spot. You post the job, go through interviews, find a good (or good enough) candidate, hire that person and then a few months later, he or she is out the door, too. The same cycle starts again.

What gives?

In this thought-provoking, info-packed session, HR expert Glenna Hecht of Humanistic Consulting will share practical tips on how to break that frustrating cycle, providing insights on how you can hire smarter — and build the kind of team your business deserves.

This session includes 20 minutes of advice and 10 minutes of QA time with Hecht — a popular speaker at SAF’s conventions.

You’ll learn:

  • Ideas on how to write or reframe job postings to attract the right candidates for a particular job.
  • Clues to look for when interviewing and the questions you should be asking candidates.
  • Practical tips on how to bring new employees into the fold efficiently.

Love what you heard in this session? Be sure to catch Hecht again during Part II of this series and in September during SAF Amelia Island 2019, the Society of American Florists’ 135th Annual Convention.

HR Summer Boot Camp, Part 2: Onboarding

Presenter: Glenna Hecht, Humanistic Consulting

In a tight labor market — when employees have plenty of options — the first impression you make on new team members has never been more important. According to Equifax Workforce Solutions, more than 40 percent of turnover happens within an employee’s first month; another 10 percent of workers leave before their first anniversary.

How do you buck that trend and ensure your new employees receive the welcome and the resources they need to be successful (and stick around)? A strategic approach to onboarding can help!

Join HR expert Glenna Hecht of Humanistic Consulting for a 20-minute WebBlast that delves into what business owners of every size can do better in the first 30 days of a new hire’s employment.

The session, which includes 10 minutes of QA with Hecht, builds on Part I of our HR Summer Boot Camp series (“Hire Smarter”) and promises to deliver practical tips you can implement right away.

You’ll learn:

  • Tips on the materials and resources you should have prepped for new hires, before they even walk in the door.
  • Advice on how to structure an employee’s first 30 days — and what not to do.
  • Common mistakes employers make every day that turn off new hires and hurt your business.

Love what you heard in this session? Be sure to catch Hecht again in September during SAF Amelia Island 2019, the Society of American Florists’ 135th Annual Convention.

HR Summer Boot Camp, Part 3: Dealing with Divas

Presenter: Barry Gottlieb, Coaching the Winner’s Edge 

What happens when a group of talented, creative, expressive professionals work together in small quarters with perishable product on tight deadlines? Beautiful floral designs (of course!) but also… drama.

Squabbling, in-fighting, gossip and tension can spring up in any workplace — but they’re bad for morale and business. The good news? You, as the owner or manager, can take control.

Join author and consultant Barry Gottlieb for a 20-minute session focused on how you can effectively identify problematic behavior among individuals and improve the workplace culture of your business — for the benefit of your team and your bottom line.

This 30-minute session includes 20 minutes of advice and 10 minutes of Q&A time with Gottlieb — a popular speaker at SAF’s conventions.

You’ll learn:

  • Gottlieb will share what you need to do with employees who are a cancer to your organization, even if they are your top performers.
  • How to manage and help resolve routine employee disagreements.
  • Advice on best practices in making tough calls for your business — including the decision to let a team member go.

Love what you heard in this session? Be sure to catch Gottlieb again in September during SAF Amelia Island 2019, the Society of American Florists’ 135th Annual Convention.

Countdown to Mother’s Day: SAF’s 3-Part WebBlast Series on Holiday Digital Strategies

This targeted webinar series covers best practices for holiday marketing, including managing online reviews, implementing SEO strategies and making the most of your Instagram page in easy-to-digest, 20-minute sessions plus 10-minutes for Q&A.

Countdown to Mother’s Day

Part I: Master Online Reviews

Presenter: Sam Bowles, FSC, FloralStrategies LLC 

Your store sparkles. Your staff charms. Your website is updated and organized. You may think you have all variables in place to dazzle Mother’s Day customers — but if you aren’t effectively managing your online reviews, you’re missing out on a powerful tool to impress new customers and solidify your reputation with existing clients.

A Dimensional Research survey found that 90 percent of consumers say positive online reviews influence their buying decisions; 86 percent say the same thing about negative reviews. The challenge for retail florists? How do you encourage more positive reviews and address complaints efficiently and consistently, to help drive sales?

Sam Bowles, FSC, a longtime sales and service coach for FloralStrategies LLC and the general manager of Allen’s Flowers in San Diego, will deliver best practices and easy-to-implement tips on how to master online reviews during this fast-paced session.

In this 20-minute WebBlast, you’ll learn:

  • Where customers are writing and reading reviews of your shop (pssst…It’s not just Yelp), and how you and your team can stay on top of those sites in a timely manner.
  • How to generate more positive reviews from customers and effective strategies for quickly handling complaints and low-star ratings.
  • Advanced techniques for improving your profile on review sites, to further stand out from the competition.

Countdown to Mother’s Day

Part 2: Create and Implement Sales-Boosting SEO

Eric Wu, BloomNation 

When SAF surveyed its retail members after Mother’s Day 2018, florists who saw sales drop blamed intense competition — from non-floral vendors (43 percent), order-gatherers (40 percent) mass marketers and supermarkets (37 percent) and other florists (17 percent).

In other words: The field is crowded. Thankfully, a savvy SEO strategy can act like a laser beam for your business, focusing consumers’ attention on your site and all that your store has to offer this holiday.

Eric Wu, head of product and growth at BloomNation, leads this info-packed session, delivering tips and advice you can put into place right away to attract more customers to your site and give your business a competitive edge on Mother’s Day.

In this 20-minute WebBlast plus 10-minutes of Q&A, you’ll learn:

  • The latest on SEO tools and strategies — including outdated practices you can ditch and new techniques to try.
  • Actionable strategies you can adopt to drive more customers to your site in the months, weeks or days leading up to Mother’s Day.
  • Underutilized approaches that will help you gain traction in online searches.

 

Countdown to Mother’s Day

Part 3: Leverage Instagram to Market Mother’s Day

Presenter: Jackie Levine, Central Square Florist

Did you know that more than 55 percent of Instagram users are 18 to 34 years old? Another 30 percent are between 34 and 54. Now ask yourself: How many of these users will buy a Mother’s Day gift for a loved one this year? Don’t you want to capture that business?

Instagram’s demographics make it an ideal place to pitch your holiday designs and services, provided you understand the do’s, don’ts and standout tools of the mega popular social site.

In a 20-minute session loaded with real-world tips you can act on (or share with your team), Jackie Levine, the manager at Central Square Florist in Cambridge, Massachusetts — and a fourth-generation, millennial industry member — will shed light on what’s new at Instagram right now, and how you can use the site to generate sales, not just likes, this holiday season.

In this 30-minute WebBlast, you’ll learn:

  • How to develop a holiday Instagram strategy that complements your efforts on other social platforms.
  • Effective ways to utilize popular features, including posts, highlights and stories, and how to implement lesser-known tools that make a big impact.
  • Time-management tips and advice on measuring Instagram’s ROI on your holiday returns.

 

Valentine’s Day: Less Stress, More Success

Presenters: TeamFloral’s Vonda LaFever and Lori Wilson

Valentine’s Day consumers are more last minute than ever. How do you train staff, stock inventory and update your website? Taking time to properly prepare makes the holiday less stressful and more successful.

Vonda LaFever and Lori Wilson from TeamFloral coach you on how to get you, your staff, shop and website ready for February 14.

In this 30-minute WebBlast, you’ll learn:

  • How to manage workflow and staff
  • How to handle last minute orders
  • When to adjust offerings online

Independent Contractor Classifications – Things to Know Now

Presenter: SBLC’s Jessica Summers

The misclassification of workers as independent contractors can be an extremely costly and a difficult misstep for employers to correct.

In light of the new pass-through rates established under the 2017 tax law, businesses may be seeing an increase in individuals requesting to be classified as independent contractors rather than employees. What are the implications for small business owners?

SAF has a long-standing relationship with the Small Business Legislative Council, a coalition of trade associations like SAF that share a common commitment to the small business sector of the economy.

Jessica Summers, Strategic Policy Director of the SBLC, examines the risks and rules involved in classifying workers as independent contractors in this 1-hour WebBlast.

Understanding the New Tax Bill — How Will It Impact Small Business?

Presenters: SBLC’s Paula Calimafde and Jessica Summers

In the final days of 2017, Congress approved a landmark bill to overhaul the country’s tax code. “The Tax Cuts and Jobs Act” (H.R. 1) represents the most sweeping changes to the U.S. tax system in 30 years. What are the implications for small business owners?

SAF has a long-standing relationship with the Small Business Legislative Council, a coalition of trade associations like SAF that share a common commitment to the small business sector of the economy.

Paula Calimafde, President and General Counsel of the SBLC, 25+ year observer of the Hill and noted tax lawyer, and Jessica Summers, Strategic Policy Director of the SBLC, discuss the new tax bill.

In this 1-hour WebBlast, you’ll learn:

  • How the new tax law will impact your business
  • What areas still need to be fleshed out
  • What problems still exist
  • Where Congress is likely to go

The Social Selling Mindset?

Presenter: Crystal Vilkaitis, Social Edge

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.

In this 30-minute WebBlast, 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

The Economic Effects of Trumponomics

Presenter: Charlie Hall, Ph.D., Texas A&M University

What is going on with the economy, and how can I position my floral business accordingly? Is now a good time to hire? Or buy a big-ticket item for the shop?

Since the days of Reaganomics, every president’s economic agenda has been monikered accordingly. Mick Mulvaney, director of the Office of Management and Budget who recently rebranded “Trumponomics” as “MAGAnomics,” a play on “Make America Great Again,” says President Donald Trump’s agenda promotes 3 percent economic growth. That has pundits, economists and business owners asking, is that possible?

Floral industry financial analyst Charlie Hall, Ph.D., professor and Ellison Chair in the Department of Horticultural Sciences at Texas A&M University, provides a nonpartisan look at “The Economic Effects of Trumponomics.”

In this 30-minute WebBlast, you’ll learn:

  • Economic signals to watch
  • What the current economic agenda means for consumers
  • What it means for the floral industry and your business

Pricing for a Bigger Piece of the Pie

Presenter: Mark Anderson, FloristWare

The grass is always greener on the other side of the fence. Florists who cater to a less affluent customer base envy uptown competitors with their higher-order values. At the same time, those uptown shops wish they could also sell to the larger population of less affluent customers without alienating their high-roller base. Meanwhile shops in resort towns struggle with keeping their less affluent year-round customers while also seeming credible to wealthier seasonal consumers.

“In each case, the shop wishes to expand their base, attracting new customers without alienating existing customers — and without sacrificing profit,” said Mark Anderson, FloristWare founder and developer who studies pricing models and writes about them for Business.com. “The goal is to sell to each customer at the most profitable possible price, and this can be accomplished with a differential pricing strategy.”

Anderson explains the strategy during “Pricing for a Bigger Piece of the Pie,” a free WebBlast from the Society of American Florists.

This 20-minute WebBlast presentation plus 10-minutes of Q&A, is geared toward:

  • Florists with an affluent clientele who want to learn how to increase sales by pricing for the masses without alienating their high-roller clients.
  • Florists serving the lower-end of the market who want to learn how to price to attract a more affluent clientele without alienating their base.
  • Florists in seasonal destinations who want to learn how to gain the trust — and more profitable sales — of affluent seasonal consumers without alienating local year-round residents.

3 Tips for Social Media Success

Presenter: Crystal Vilkaitis, Crystal Media

Success isn’t just an outcome, it’s a mindset. Crystal Vilkaitis has nailed down the steps to getting in the perfect mindset for social media success.

Crystal is the owner of Crystal Media and a featured speaker at SAF Palm Beach 2017. She has worked with thousands of business owners to help them save time, gain confidence and increase local exposure, foot traffic and sales via social media.

Crystal reveals the 3 Tips for Social Media Success.”

In this 30-minute WebBlast, you’ll learn:

  • Why consistency is key
  • Why the right platform can make all the difference
  • How the right content sets you apart
  • How to level up your social media for ultimate success

3 Ways to Find New Customers Using Facebook & Instagram Ads

Presenter: Crystal Vilkaitis, Crystal Media

One thing guarantees business growth: New customers! But how can you reach new customers online with so many competitors?

Social media marketing expert Crystal Vilkaitis of Crystal Media explains “3 Ways to Find New Customers Using Facebook and Instagram Ads.”

Crystal has worked with thousands of retailers to help them save time, gain confidence and increase local exposure, foot traffic and sales, and she is a featured speaker at SAF Palm Beach 2017.

In this 30-minute WebBlast, you’ll learn:

  • How to get in front of new customers who will love your store and products
  • Why ads are a must, not a maybe
  • Which images and copy work best to get you the results you want
  • Which ad types are best for retailers
  • How to save money on Facebook and Instagram ads

Mother’s Day Mania

Mother’s Day requires all hands on deck. That’s why we’ve brought four experts in to address the hot spots flower shops need to have in tip-top shape during “Mother’s Day Mania,” an SAF WebBlast.

Listen in as our featured presenters coach you to increase your Mother’s Day sales: TeamFloral’s Sales Manager Lori Wilson, Web Manager Kami Martin, Graphic Design and Marketing Strategist Ellie LaFever, and VP Vonda LaFever, AIFD, PFCI.

During this 30-minute WebBlast, you’ll learn about:

  • In-store displays that move product
  • Cooler arrangements to boost your average sale
  • Selling tips for you and your staff
  • Perfecting your website
  • Getting social for Mom

Are You Leaving Money on the Design Bench?

Presenter: Vonda LaFever, AIFD, PFCI, TeamFloral

Cost of goods sold and labor are two controllable expenses that can make or break your floral shop. Buying right and using the correct markup are key to profitability.

Find out how to create efficient designs during “Are You Leaving Money on the Design Bench?,” a WebBlast presented by Vonda LaFever, AIFD, PFCI. Vonda coaches some of the most successful florist shops in the country as vice president of TeamFloral.

Watch as Vonda shares and demonstrates design tips to increase productivity and profitability.

In this 30-minute WebBlast, you’ll learn:

  • Goals for COGS and payroll
  • Best practices on controlling design costs
  • Tips on design room productivity
  • How to design for perceived value

Mother’s Day Strategies for Buying & Marketing

Presenters: Vonda LaFever, AIFD, PFCI, TeamFloral; Bill LaFever, PFCI, Bill Doran Company

What can we expect for Mother’s Day sales? How is the product supply and prices? Which arrangements should I feature on my website? 

Find out “Mother’s Day Strategies for Buying & Marketing” via this WebBlast presented by two top floral industry experts. Vonda LaFever, AIFD, PFCI, coaches some of the most successful shops in the country as vice president of TeamFloral. SAF President-Elect Bill LaFever, PFCI, is president of the Bill Doran Company, one of the industry’s largest and most innovative wholesalers.

Vonda teaches you how to market and sell Mother’s Day like you have never done before. Bill shares flower buying strategies and tips for getting the best value for your purchases.

In just 30 minutes, you’ll learn:

  • When to order and what products will have the highest margins
  • Strategies for getting the most sales from your web and in-store visitors
  • What the most successful shops are doing this holiday

5 Steps to Profitable Weddings and Events

Presenter: Ryan O’Neil, Twisted Willow Design

As a wedding and event florist, you’re constantly bombarded with opportunities to make more revenue. But if your profits are not growing in tandem with the revenues, then what’s the point?

Find out “5 Steps to Profitable Weddings and Events” presented by Ryan O’Neil. He has become a go-to wedding resource for florists through The Business of Flowers blog and his program at the 2016 Wedding MBA Conference.

O’Neill owns the award-winning wedding and event floral design boutique Twisted Willow Design in St. Louis with his wife Rachel, and developed StemCounter.com, a floral studio management software designed to help florists save administrative time and book more brides.

In just 30 minutes during this fast-paced educational WebBlast, O’Neill shares advice on how to:

  • Upsell — Help clients allocate all of their floral budget
  • Sell out — Maximize the number of clients you can take
  • Side sell — Maintain your brand while taking on small clients

Fiscal Forecasting for a Fickle Economy

Presenter: Charlie Hall, Ph.D., Texas A&M University

What is going on with the economy, and how can I position my floral business accordingly? Is now a good time to hire? Or buy a big ticket item for the shop?

Floral industry economic adviser Charlie Hall, Ph.D., professor and Ellison Chair in the Department of Horticultural Sciences at Texas A&M University and a featured speaker at SAF Maui 2016, looks at the economic horizon and the key indicators every floral business owner needs to follow to make informed, strategic decisions about investing in people, equipment, marketing and more.

You’ll learn:

  • How rising interest rates are likely to impact your customers and business
  • Economic indicators to keep on your radar
  • Steps you can take now to prepare for the next economic downturn

The Generations of Flowers Study

Presenter: Marc Goulet, Russell Research

Which generation has the highest appreciation of flowers? What is the most common reason consumers give for purchasing? Which generation is most likely to use a florist? What are the biggest barriers to purchase?

These questions and more are answered in a new study resulting from a partnership between SAF and the American Floral Endowment (AFE). SAF and AFE invite you to hear the key findings of the 2016 Generations of Flowers Study.

Marc Goulet of Russell Research explains what the study revealed about consumer perceptions, motivations and barriers to purchasing flowers among three generations: Generation Y, Generation X, and Baby Boomers.

Funded by the Floral Marketing Research Fund, the 2016 Generations of Flowers Study is an update to SAF’s 2009 generational research.

Party Like a Pro

Presenter: Derrick Myers, CPA, CFP, PFCI, Crockett, Myers & Associates, Inc.

Ever find yourself wondering how much to mark up your product, how much you should charge for design, labor or delivery? In just 30 minutes, floral industry financial expert Derrick Myers will show you the formulas to make your events profitable every time. He’ll also discuss how to bridge the gap between a bride’s “Pinterest” dream wedding and her budget, and how to make extra money as the wedding day coordinator.

You’ll learn:

  • Proven strategies for planning profitable events
  • Pricing formulas that work
  • Pinterest do’s & don’ts for brides

Mother’s Day Pricing for Profits

Presenter: Mark Anderson, FloristWare

How do you set prices? Do you offer “charm” prices (those ending in the number 9) or rounded prices? Do you charge for delivery and services separately, or do you bundle them? Do you offer an “anchor” product that draws in customers? How will your sales staff quote the price of your standard Mother’s Day arrangements to callers?

“Subtle tweaks to pricing can have big impact on profits,” said Mark Anderson, FloristWare founder and developer who studies pricing models and writes about them for Business.com.

Anderson reviews those “subtle tweaks” during “Mother’s Day Pricing for Profits,” a free WebBlast for members.  “I’ll explain how to use advanced and easy-to-implement tactics that have been perfected by the biggest and most profitable companies,” Anderson said.

In just 30 minutes, you’ll learn how to use four proven tactics to boost profits:

  • Anchor pricing
  • Charm vs. Round Pricing
  • Bundling
  • Expressing Prices

How Much Is Your Business Worth?

Presenter: Derrick Myers, CPA, CFP, PFCI, Crockett, Myers & Associates, Inc.

There are many different ways to establish the value of a retail business, and floral industry financial expert Derrick Myers knows them all. Find out what’s important to consider when assessing fair market value, and how a professional figures out what a business is really worth.

Is Your Workplace Drug-Free?

Presenter: Connie Turner, SPHR, Hortica Insurance & Employee Benefits

Illegal drug use can seriously impair workers and cost employers billions of dollars a year in increased sick time, absenteeism, tardiness, accident rates, workers compensation claims, turnover, theft and more. During this webinar, HR expert and the Vice President of Human Resources at Hortica Insurance & Employee Benefits Connie Turner, SPHR, talks about how to set up an effective policy for ensuring a drug-free workplace.

The Power of Pricing

Presenter: Mark Anderson, FloristWare

FloristWare founder and developer Mark Anderson studies pricing models and writes about them for Business.com. Mark presents The Power of Pricing, a special series of online short courses.

Episode 1: $49.99 or $50.00? One Penny Makes A Huge Difference

Research shows that one penny can make a huge difference in the way consumers perceive your product, brand and value proposition. The latest research also shows how that one penny affects the way consumers experience and remember your product.

Episode 2: Bundling: The Huge Upside to Selling Packages

About the time florists started leaving the bundled pricing model — by charging delivery and services separately — other industries, such as fast food, started embracing it by promoting  combos or “value meals.” Now, research shows bundles increase perceived value and sales while lowering ordering costs.

Episode 3: You Don’t Take Margin to the Bank

Some vendors, such as gas stations, do not offer volume discounts, while others discount volume purchases by as much as 90 percent. What is the formula, and where do flowers fit in?

5 Questions to Ask Your Team the Week After Mother’s Day

Presenter: Derrick Myers, CPA, CFP, PFCI, Crockett, Myers & Associates, Inc.

Before you decompress from Mother’s Day and while you can still recall details, debrief with staff on what went right, what went wrong and simply what could be better. Floral finance wiz Derrick Myers, CPA, CFP, PFCI, reveals the topics you must discuss with staff to improve efficiency, production and sales performance for the next Mother’s Day. This same strategy can be used after each holiday (or event) to improve the next one.

Mobile Madness

Presenter: Renato Sogueco, SAF

Having a smartphone is not only a must to manage our hectic personal lives but also an indispensable tool for business. Smartphones allow you to be connected with shop activity while on the go, capture great photos and videos, and take command of your social media presence as you make posts and upload media right away. SAF Chief Information Officer Renato Sogueco presents Mobile Madness, a special series of online short courses.

Episode 1: Is Your Smartphone Smart Enough for Your Customers?

iOS vs Android vs others? Find out what wireless plan is right for your business, and learn about key hardware specs!

Episode 2: Get Appy

Learn about productivity apps to keep your business humming and the right apps to capture great photos and videos.

Episode 3: Uploading Photos and Video to Social Media

See demos of how to capture, manage and edit media to upload to popular social media such as Facebook, Twitter and Instagram

PR Boot Camp – Capture Media Attention for Valentine’s Day & Beyond

Presenter: Jennifer Sparks, SAF

In just one hour, you’ll learn how to:

  • Put your shop on local news radar
  • Establish yourself as the expert your local media turns to again and again
  • Increase your shop’s visibility before Valentine’s Day — and year round

2019 © Society of American Florists

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