Valentine’s Day Resource Center
Best Practices — A collection of articles featuring florists and their best practices for increasing Valentine’s Day sales and profits.
Sales Surveys — After each holiday, SAF surveys members to gauge sales. Check out key findings on contributing factors to sales increases, as well as product and promotional mixes.
Valentine’s Day Playbook — This handy manual features buying guides, task lists, employee-recruiting tips, delivery strategies and insider advice from other florists.
What You Can Do About Negative Publicity — Some gift competitors choose to promote their products by making negative references to floral gifts. SAF responds to bring the industry’s concerns to the offender’s attention, and you can make a difference, too. Learn how to handle harmful Valentine’s Day publicity — and be sure to report it to SAF!
Working With the Media
As a shop owner, you are the spokesperson for your business and the local flower expert for your community. This Valentine’s Day, seize the opportunity to talk to the media and make it work to your advantage. You may be surprised at what a little added exposure can do for your year-round business.
Even if the reporter’s angle starts out on the negative side, with a little media know-how you can overcome common misconceptions (especially about the “contrived high cost” of Valentine’s Day roses) and get your message out loud and clear. By cooperating with the media and providing them with the information they need, you can develop valuable relationships and establish yourself as a reliable, expert resource for future stories as well.
Jennifer Sparks, SAF’s vice president of marketing, shares tips for wooing reporters at Valentine’s Day in this brief video.
Preparing with Talking Points
- Click here for examples of what to say, what not to say to the media.
- How to Prepare Talking Points
- Popular Questions Reporters Ask at Valentine’s Day and Suggested Talking Points
- Facts Regarding Growing Practices and Worker Conditions in South America: Growing practices and worker conditions in South America are often falsely reported during the Valentine’s Day season. SAF has visited dozens of farms in Colombia and Ecuador. Here are the facts.
- Roses are not toxic (PDF): The American Council on Science and Health debunks the media myth that claims roses are toxic to consumers.
Mastering the Interview
- Be an Effective Spokesperson
- How To Be An Effective Crisis Spokesperson
- How To Be A Good News Source
- Interview Like a Pro
- Interviewing Do’s and Don’ts
Generating Media and Consumer Buzz
- Customizable Sample Press Releases: Send the media a press release on the emotional benefits of flowers and plants to generate publicity, and you’ll position yourself as the local expert.
- www.aboutflowers.com: Use content on the Valentine’s Day section of www.aboutflowers.com in newsletters and your website. It covers trends, popular Valentine’s Day arrangements, rose color trends, rose trivia, factors affecting rose prices, care and handling of roses and Valentine’s Day statistics.
- Facebook Shareable Graphics: Post these graphics on your Facebook timeline.
- Facebook Cover Images: Update your Facebook cover image to promote Valentine’s Day flowers.
- Web Banner Ads: Use them on your website, blog, Facebook page They’re FREE, and available exclusively to SAF members. Just follow the instructions to download the art in the size you want and link it to whatever page on your own site that you want to promote.
Getting the “Test Order” Gold Star
Keep in mind that you may not always hear directly from the media even if they are doing a story on the cost of Valentine’s Day flowers. In the past several years, there have been numerous examples of “test order” stories during major holidays where reporters pose as consumers ordering flowers.
They then write a story about their experience, showing pictures of arrangements they received, along with precise details on the cost and how their order was handled (courteousness of salespeople, accuracy of message card, timeliness of delivery, etc.). For some florists such stories have resulted in positive coverage; for others, not so good.
The lesson? Treat every order as if it will end up on the front page of your local newspaper.
Spring Holidays Resource Center
St. Patrick’s Day
Reminder about Easter Lilies & Cats
Several types of lilies can cause renal failure and sometime death if ingested by cats. Studies from Utah State University show a toxic connection between cats and the Lilium genera family, which includes the Easter lily, tiger lily, Rubrum lily, Japanese show lily and daylilies.
The Cat Fanciers’ Association suggests alternatives: Easter orchids, Easter cacti, Easter daisies or violets.
Below is information to share with customers.
The National Animal Poison Control Center says that certain types of lilies can cause renal failure in cats that have ingested any part of the lily. (Your shop name) recommends keeping lilies out of the reach of cats. It is important to note that lilies do not pose a problem for other pets or humans.
Administrative Professionals Week
Christmas / Hanukkah Holidays Resource Center
Content for your website and newsletters. All content obtained from aboutflowers.com must be clearly referenced to the Society of American Florists and www.aboutflowers.com.