letter from ftd ceo st. louis florist celebrates 50th ... - FTD, Inc.

Vol. 46 No. 9 FTD News<strong>letter</strong>©2005, FTDLETTER FROM FTD CEODear FTD Members, cost is by offering a POS system atthe lowest price* in the industry. TheI hope all of you FTD Mercury POS features integratedhad a successful email marketing and email deliverysummer and are confirmation. Members who purchasegetting prepared a new POS system by the end offor the next few September can save $5,000! I alsobusy months. Last month, I highlighted a encourage you to read The Flowerfew of FTD’s current initiatives and new Shop of the Future article on page 6ideas through my message in the to learn more about the current andNews<strong>letter</strong> and to many of you in person future cutting-edge features of theat the FTD Convention. These initiatives FTD Mercury.are designed to help you increase yourrevenue and reduce your costs. For BE GOLD, SEND FTDthose of who could not attend the 2005 In addition to the incredible ways FTDFTD Convention, let me share with you can save you money, I’m also excitedwhat FTD has now and what is to come. to bring you a new and updated look tothe FTD News<strong>letter</strong>. This new formatFTD FLOWER EXCHANGE represents the “Be Gold, Send FTD”The FTD Flower Exchange is a marketplacethat sells flowers at 50% lower fresh flowers, talented florists andlook, which FTD delivers through itscosts than most local wholesalers. FTD variety of artistic arrangements. Just likeFlorists now have access to inventories the color red symbolizes Target and theof hundreds of importers and growers color brown symbolizes UPS, goldand provides continuously updated symbolizes FTD and FTD Florists.prices for cut flowers, greens, bouquetsand consumer bunches. I’ve been I look forward to highlighting morereceiving incredible feedback <strong>from</strong> services that can increase your revenuemembers who have taken advantage of and reduce your costs throughout thethis service.next few months in the News<strong>letter</strong>.Brain Ipock <strong>from</strong> Claremore Flowers in All the best,Claremore, OK said “I normally pay$0.88 to $1.10 per stem before deliveryand fuel surcharges are added…I amexcited about the possibilities of a50%+ savings on fresh product and themoney that I will keep in my shop.”Anna LaFleur <strong>from</strong> Stetson Flower andGift Shop in Deland, FL said she “isdefinitely saving money. The quality isgood and the customer service could notbe better.”ST. LOUIS FLORIST CELEBRATES50TH ANNIVERSARYIN 1955, 20 YEAR-OLD MARVIN SMIDDYbought G.B. Windler Florist Shop in St.Louis after working for the original owneron and off since he was 12. Celebrating the50th anniversary of his ownership, Marvinwas honored at a surprise open house atthe shop in June.Reflecting back on the old days, Marvinfondly remembered his mother whoworked at the shop with him beginning in1964 until she had to retire at 77. It washis parents who assisted him with thepurchase of Windler Florist Shop byborrowing against their life insurance.He recalls the 1960s as a tough time forhis shop since a lot other businesses in thearea vacated. “It was a very troubling time,struggling time,” said Marvin. “Although thebusinesses in the area are still few, theneighborhood is becoming attractivebecause real estate values are jumping.”Marvin also shared the importance of beingflexible when it comes to meetingcustomers’ needs. “You hate to work sevendays a week, but when it comes to funerals,we’re here on Sunday.”Most recently in the history of WindlerFlorist Shop, Marvin took on his sister, Barbara,as a partner.“I’ve loved flowers and plants all my life,and I love to help people,” said Marvin.G.B. Windler Florists Shop has been an FTDMember for 40 years.FTD MEMBER PLACES SECOND INCOMMUNITY PARADESORENSON’S FLORAL SHOP ANDGreenhouses in Stevens Point, WI placedsecond in the Stevens Point Fourth ofJuly parade. Daniel Johnson, owner ofSorenson’s Floral Shop, used over 2,000carnations and 100 daisies to design thefloat and proudly displayed the FTD logoon each side of the float.Marvin Smiddy and Barbara Smiddy are allsmiles at the shop’s open house.Sorenson’s employees and communitymembers rode the float and passed outcandy to over 7,000 parade attendees.Sorenson’s Floral Shop has been an FTDMember since 1976.SAVE $5,000 ONFTD MERCURY POSAnother way that FTD is helping youincrease your revenue and reduce your*based on feature set and current available pricesSorenson’s supports FTD with a logo on theside of its Fourth of July parade float.Stevens Point community members andSorenson’s Floral Shop employees enjoythemselves as they ride the float.

in this issueLETTER FROM FTD CEO..........................................................................................................PAGE 1ST. LOUIS FLORIST CELEBRATES 50TH ANNIVERSARY..............................................................PAGE 1FTD MEMBER PLACES SECOND IN COMMUNITY PARADE.........................................................PAGE 1SAVE $5,000 ON FTD MERCURY POS SYSTEM.........................................................................PAGE 2MEMBER CELEBRATES ANNIVERSARY AND FOUR GENERATIONS..............................................PAGE 2MEMBERS SUPPORT FTD........................................................................................................PAGE 3SAVE $5,000 ONFTD MERCURY POS SYSTEMFTD IS NOW OFFERING BREAKTHROUGH PRICINGon the FTD Mercury Point-Of-Sale system. ThroughOctober 1, 2005, you can save $5,000 on the feature-richsystem. This is just one of the many waysFTD is helping you increase your revenue and reduceyour costs.THIS PROMOTION INCLUDES:• Full FTD Mercury feature set including POS• Integrated e-mail marketing• Email Delivery Confirmation$5,000SAVINGS!Offer expiresOctober 1, 2005FTD MEMBER FEATURED ON BRIDEZILLA SHOW......................................................................PAGE 3FTD MEMBER CELEBRATIONS.................................................................................................PAGE 3FTD SUPPORTS OFA................................................................................................................PAGE 3ORDER BY OCTOBER 1 AND SAVE $5,000ON THE INDUSTRY’S BEST POINT-OF-SALESYSTEM! CALL FTD AT 1-800-767-3222.MEMBERS GATHER AT THE 2005 FTD FLORAL EXTRAVAGANZA...........................................PAGE 4-6FUTURE FLOWER SHOP ATTRACTS BIG CROWDS AT 2005 FTD CONVENTION...........................PAGE 6IMPROVE OR PERISH: 10 IDEAS FOR MAKING YOUR BUSINESS BETTER...................................PAGE 7UPCOMING EVENTS.................................................................................................................PAGE 7FTD ADVERTISING...................................................................................................................PAGE 82The FTD Team is Working For You!Contact Information:FIND YOUR FTD BUSINESS CONSULTANT at FTDi.COMFTD MARKETPLACE SALES • 800-767-4000marketplacesales@<strong>ftd</strong>i.comFTD MEMBER SERVICES • 800-788-9000membership@<strong>ftd</strong>i.comFTD TECHNOLOGY SALES • 800-767-3222technology@<strong>ftd</strong>i.comFTD FLORISTS ONLINE • 800-576-6721floristsonline@<strong>ftd</strong>i.comFTD FLOWERS ALL HOURS • 800-669-1000fah@<strong>ftd</strong>i.comFTD CASH-FLO • 800-788-9000 EXT. 4262cashflo@<strong>ftd</strong>i.comFTD DIRECTORY SERVICES • 800-788-9000directoryservices@<strong>ftd</strong>i.comFTD CONVENTION • 800-788-9000 EXT. 6240convention2005@<strong>ftd</strong>i.comADVERTISING • advertising@<strong>ftd</strong>i.comNEWSLETTER • prdept@<strong>ftd</strong>i.comPUBLIC RELATIONS • prdept@<strong>ftd</strong>i.comINTERNATIONAL RETRANS • Retrans@<strong>ftd</strong>i.comwww.FTDi.COMMEMBER CELEBRATES ANNIVERSARYAND FOUR GENERATIONSKNOWN FOR THEIR FLEET OF WHITE VANS “TIED”with a red bow, Krupp Florist of Belleville, ILcelebrated their 50th anniversary in July. In honorof their anniversary, Krupp’s hosted a customerappreciation week, which featured free RioRoses, a St. Louis Cardinal ticket raffle and otherexciting giveaways.With the fourth generation of Krupps Floristbeginning to work in the shop, it is the oldestfamily owned florist in Belleville. Milton andGertrude Krupp opened the shop in 1955 andbecame an FTD Member just a couple years later.Milton did the designing and Gertrude handled thesales with their teenage children helping out withdelivery, accounting and odds and ends.Keeping it in the family is certainly the key tosuccess for Krupp Florist since it has been selectedas the number one florist in the area’s “People’sChoice Award” for several years. The Krupp’sson, Bill, owned the shop <strong>from</strong> 1973 – 1994 andtheir daughter Judy and her husband Ed Schlosserown it today. They plan to sell Krupp Florist to theirson Mark Yung and his wife, Kara, in the nearfuture. Milton and Gertrude’s great-grandchildrenare now working in the store helping with salesand deliveries.“We go the extra step to get the customer whatthey want,” said Debi McConnell, business managerand daughter of Judy. “It’s all about service.”Krupp Florist, Inc. has been an FTD membersince 1963.Community members recognize Krupp Florist’s fortheir white delivery vans topped with big red bows.Ed Schlosser, Judy Schlosser, Mark Yung, and DebiMcConnell of Krupp Florist pose for a group photoin the shop.

MEMBERS SUPPORT FTDFTD MEMBER CELEBRATIONS1 21 23 43(1) Sheila Bailey and Debbie Witzke of The Flower Cottage in Franklin, OH show their FTD support. TheFlower Cottage has been an FTD Member since 1997. (2) Sandy Schlosser and Beth Jenny of CattailsFloral Design in Napolean, OH proudly display the FTD logo in their shop window. Cattails Floral Designhas been an FTD Member since 1987. (3) FTD Field Business Consultant John Calhoun visits with VanettaSponsler and Melissa Autner of The Cranberry Merchant in Cabool, MO, who show their FTD pride with alogo painted on the side of their shop. The Cranberry Merchant has been an FTD Member for 40 years.FTD MEMBER FEATURED ONBRIDEZILLA SHOWGRANNY’S FLOWERS IN BUENA PARK, CA PUTtheir designing skills to the test on “Bridezillas,” areality series on the Woman’s EntertainmentChannel that features the wedding planningprocess of dramatic brides.Betty Bloom, owner of Granny’s Flowers, wasasked by two of her regular customers to provideflowers for their son’s wedding. To Betty’s surprise,the wedding was going to be featured on“Bridezilla.” Betty, along with her husband KenBloom, daughter Julie Grummett and designerHelene Cruz, provided corsages and boutonnieresfor a bridal party of 20, 15 centerpieces, 16 pewbows and four floral arches.“It was quite a challenge, but everything lookedgreat and everyone was happy,” said Betty.Granny’s Flowers has been an FTD Member forone year.Betty Bloom and daughter Julia Grummetdesign one of the fifteen centerpieces for the“Bridezilla” wedding.(1) Jennifer and Allen Alwood of Virgil Alwood Floristin Columbus, OH show off their FTD Top 100 plaque.Virgil Alwood Florist has been an FTD Member since1994. (2) FTD Regional Vice President Jim Weedoncongratulates Bruce Burke, owner of FrederickBrasco Florist in Waltham, MA, on his FTD top memberstatus. Frederick Brasco Florist has been an FTDMember since 1986. (3) Kim Ward of Ward’s Floristin Beverly, MA shows off her FTD Top 1,000 plaqueto Sylvia Ramirez of FTD Flower Exchange. Ward’sFlorist has been an FTD Member for 20 years. (4)5Michael and Melody Scott of Scott’s House ofFlowers proudly hold their FTD Top 500 plaque. Scott’s House of Flowers has been an FTD member since1971. (5) FTD Regional Vice President Jim Weedon presents Jim Reardon of E.A. Coon & CompanyFlorist in Rhinebeck, NY with an FTD 100-year anniversary plaque at an anniversary celebration held inJuly on the grounds of the shop. E.A. Coon & Company Florist has been and FTD member since 1956.FTD SUPPORTS OFAFTD WAS A PROUD SUPPORTER OF THE OFAShort Course. FTD sponsored “Whose Wedding Is ItAnyway,” a program by FTD Designer J. KeithWhite AIFD. Florists experienced exciting and stimulatingways to increase their knowledge ofwedding design. The program showcased threedistinctive color pallets and versatile styles of floralproducts for the celebration of marriage.Tom McNuh of WCMH-NBC interviews FTD DesignInstructor J. Keith White about Keith’s program“Who’s Wedding Is It Anyway?”These four floral arches provided an entrance forthe ceremony on the “Bridezilla” show.Betty Bloom and Helene Cruz arrange thebridesmaids’ bouquets.Employees of Floral Garden Florist in Mansfield, OH.Jen Behrendsen, Sue Meyer, Carrie Sprandlin, BettyLaughbaum, Jamie Bassin and Mary Cox pose for agroup photo. Floral Garden Florist has been an FTDMember for 10 years.FTD Team Members Mitch Louis, Cindy Riffe, SteveHuebner and Megan Roberts proudly stand in frontof the FTD booth at the OFA Short Course.3

MEMBERS GATHER AT THE 2005 FTD FLORAL EXTRAVAGANZATHOUSANDS OF FLORISTS ACROSS NORTHAmerica recently gathered in Dallas, TX for theFTD 2005 Floral Extravaganza, the largest floralevent in the industry. The Convention shared FTD’sstrategy, positioning retail florists to increase theirrevenues and reduce their costs. The event alsofeatured incredible deals at the trade fair, technology,business and design programs presented byinsightful educators, and networking opportunities.Below are a few highlights of the FTD 2005Floral ExtravaganzaINDUSTRY TRENDSFTD CEO Michael Soenen provided florists withthe opportunity to learn about several key trendsoccurring in the floral industry. These new trendsin today’s industry include consumers wantingsingle-stem bouquets and lower price points, aswell as the consumers embracing the boxedfloral programs.“Our primary goal at FTD is to provide programs thatare designed to increase revenue and reduce costs,”said Soenen. “We are making investments in ourbusiness to help our members prepare their shop forthe future.”Specific examples of FTD’s initiatives that aredesigned to help increase revenue and reduce costsare the FTD Flower Exchange and the Flower Shop ofthe Future. FTD Flower Exchange representativeswere on-hand to walk members through the onlineprocess, which provides florists with access to 2,500different varieties of flowers offered by hundreds ofsellers at farm direct prices. The Flower Shop of theFuture provided FTD Members a sneak preview ofthe new technology initiatives that will take floristsinto the future.QUALITY TECHNOLOGY, BUSINESSAND DESIGN SEMINARSFTD provided a strong schedule of quality educationprogramming featuring a wide variety of businessrelatedsubjects specifically designed to meeteach attendee’s needs. FTD Mercury Technologypresented programs on Mercury Delivery, MercuryMarketing, Mercury Advantage, FTD Mercury andZoning, Mapping and Reporting. Technology usersreceived training on specific applications of each ofthe platforms through seminars, showcases andhands-on labs.Other winning business programs included a salesseminar by Bob Negen <strong>from</strong> Whiz Bang! Training, ahuman resources program by Donald Cooper ofthe Donald Cooper Corporation, marketing seminarsby Marty Grunder of martygrunder! Marketing,Management & Motivation and Steven Chuck ofYahoo!, and business programs presented by GaylonPyle of Quality Advantage Training and FTD DesignInstructor John Klingel AIFD, AAF, PFCI.Creative design programs included “ThinkingOutside the Container: Turning Inventory Into Cash”presented by FTD Design Instructor Jeff Corbin,AAF, AIFD, PFCI, “Holiday Magic or Mayhem”presented by FTD Design Instructor ToomieFarris AIFD, AAF, “A Profitable Wedding Story”presented by FTD Design Instructor J. KeithWhite AIFD, “Everyday Designs in Home Décor”presented by FTD Design Instructor Deborah DeLa Flora AIFD, and “Little Shop…Little Shop ofFlowers” presented by FTD Design Instructor TinaStoecker AIFD, PFCI.THE TRADE FAIRFlorists shopped at FTD’s Trade Fair filled withquality industry vendors including growersand suppliers featuring show specials andnew products. Vendors in the trade fair wereselected as an FTD Preferred Vendor, allowingcustomers to charge purchases through the FTDClearinghouse Statements.FTD Members also enjoyed a “Texas Size” party inthe Trade Fair on Friday night which featured amechanical bull and country personality impersonatorssuch as Dolly Parton, Willie Nelson and TobyKeith. Other highlights in the Trade Fair includedautographs by Merlin Olsen, Texas Rangersbaseball player Mark DeRosa and the DallasCowboy Cheerleaders.OTHER KEY HIGHLIGHTSFTD recognized dedicated partnership throughthe presentation of the landmark anniversariesand industry leadership through the prestigiousFTD Member Awards at a luncheon presentationand at the FTD Gala Dinner. LongtimeFTD friend Merlin Olsen, FTD Executive VicePresident of Sales George Kanganis and FTDPresident and CEO Michael Soenen presentedthe awards, highlighting each member’sleadership and impact on their community and thefloral industry.“These awards give us the opportunity toshowcase deserving individuals for their hardwork and dedication to the floral industry,” saidSoenen. “It is an honor to have each of theseflorists choose FTD as their business partner.”The FTD Member Award nominations are made byfellow FTD Members, Regional Vice Presidents ofFTD and Field Business Consultants.The FTD Member Anniversary and Awards Luncheonalso featured special guest speaker MichaelAbrashoff, the former Commander of U.S.S Benfoldand author of It’s Your Ship!Other highlights included the gathering ofthe FTD Past Presidents, a Texas Rangersbaseball game, a tour of Dallas and aGrapevine Wine Tasting Tour.The recipients of the 2005 FTD Member Awards arepictured below.FTD New Member Award – Suzy Caiger of Ada’s Flowers in Oakville, ONFTD Progressive Florist Award – Richard G. Samuelson of Judy’s CentralPoint Florist and Gifts in Central Point, ORFTD Marketing Award – Don Flipsie of Field of Flowers in Davie, FL4FTD Industry Service Award – Shirley Lyons of Dandelions Flowers andGifts in Eugene, ORFTD Lifetime Achievement Award – Bruce McShan of McShan Florist inDallas, TXFTD John A. Valentine Award – Tanya Wolff-Molson of Jenny's FloralStudio in Sarnia, ON

SHOPPING1 2 3(1) FTD Team Member Steve Sproule explores technology solutions with FTD Members. (2) Sang Hui Enderle of Marvel’s Flower World in Killeen, TX makes a purchase at the TY booth. Marvel’s Flower World has beenan FTD Member since 1995. (3) FTD Team Member Karenlee Casas walk FTD Member Linda Hutchinson of Hutchinson’s Flowers of Sykesville, MD through the new FTD Spring holiday products. Hutchinson’s Flowershas been an FTD Member for 25 years.EDUCATION1 2 3(1) FTD Design Instructor Deborah De La Flor AIFD showcases “Everyday Designs in Home Décor.” (2) FTD Team Member Dan Brennan discusses the benefits of Mercury Technology to two FTD Members. (3) FTD DesignInstructor J. Keith White AIFD presents exquisite designs and styles with profit in mind during “A Profitable Wedding Story.”NETWORKING1 2 34 5(1) Lynne Brauch and Dave Schreiver of Swan Floral and Gift Shop inErlanger, KY pose for a picture with Texas Rangers baseball player MarkDeRosa. Swan Floral and Gift Shop has been an FTD Member since1956. (2) Herman Heyl and Mary Martinelli of Heyl Florists andGreenhouses in Pittsburg, PA receive an autograph <strong>from</strong> FTD friendMerlin Olsen. Heyl Florists has been an FTD Member since 1968. (3)Mark Knox, Ben Veldkamp and Ken Coley enjoy themselves at the FTDPast Presidents Dinner. (4) After an extravagant proposal in front ofthousands of people at Ameriquest Field, John Morrissey of Rich MarFlorist in Allentown, PA and his fiancé celebrate their engagement witha kiss at the Texas Rangers game on Thursday night. (5) FTD FieldBusiness Consultant Steve Huebner congratulates FTD Members JanFoote, Sheryl Borkenhagen and Jeanna Furst of Furst the Florist inDayton, OH on their 75th anniversary with FTD.5

ANNIVERSARIES1 2 3(1) Celebrating 25-year anniversaries with FTD are Accent Florist in Fountain Valley, CA, Canadiana Flowers in Scarborough, ON, East City Flower Shop in Peterborough, OV, The Finishing Touch in Crete, IL,Flower Power Florist & Gifts in Camarillo, CA, Hutchinson’s Flowers Inc. in Sykesville, MD, Maggard Florist in Hazard, KY, Netcong Village Florist in Netcong, NJ, Rancho Duarte Florist & Gifts in Duarte, CA,Rich Mar Florist in Allentown, PA, Stacey’s Florist Inc. in Hinesville, GA, Stan Matthew’s Dale Florist in Ozark, AL, and Terranova’s Grand Florist in North Baldwin, NY. (2) Crimm’s Florist & Greenhouses inTullahoma, TN and Kremp Florist in Willow Grove, PA celebrated their 50th anniversaries with FTD. (3) Celebrating 75-year anniversaries with FTD are Bachman’s in Minneapolis, MN, Furst the Florist &Greenhouse in Dayton, OH, Luepke Florist & Gifts Inc. in Vancouver, WA, and Pesche’s Flowers Greenhouse in Des Plaines, IL.THE FLOWER SHOP OF THE FUTURE ATTRACTS BIG CROWDS AT 2005 FTD CONVENTIONMERCURY TECHNOLOGY UNVEILED THE FLOWERShop of the Future at the 2005 FTD Convention,showcasing current and future cutting-edgefeatures of FTD Mercury that will enable floriststo leverage technology for increased profits likenever before.• TOUCH SCREEN POS: Imagine taking an orderwithout having to use a mouse or keyboard.THE FOLLOWING FEATURES WERE PRESENTED AT THE FLOWER SHOP OF THE FUTURE SHOWCASE:“The FTD Mercury platform is built to easily integratewith the latest, cutting edge technology for today andtomorrow,” said FTD CEO Michael Soenen. “Thisenables florists to leverage FTD Mercury to provide aunique flower buying experience that their customerscan’t get anywhere else, as well as put more moneyin their pocket at the end of the day.”• ELECTRONIC SOFTWARE DISTRIBUTION: Imaginelife with no more CD upgrades. Software, antivirus,and operating system updates are sent to you overhigh speed satellite internet access.Representatives <strong>from</strong> FTD Mercury Technologypresented technology that will assist the shop ownerwith taking, processing and delivering flower orders,maintaining inventory and keeping track of employeetime and attendance.• MOBILE POS: Imagine taking orders <strong>from</strong>customers in line at your shop during the holidaysusing a tablet PC.• DELIVERY CAM: Imagine sending an image of therecipient receiving the flowers embedded within adelivery confirmation email.Florists were very enthusiastic at what they saw atthe Flower Shop of the Future.“Using the flower camera, I will be able to send mycustomers a picture of the arrangement that I’msending out before the recipient receives it,” saidRick Maitland of Marlborough Florist in Marlborough,CT. “Combining this with the Delivery Cam enablingmy delivery driver to take a picture of the recipientreceiving the flowers and sending it back to thesender- that will be great! The fingerprint timecardmonitor will really help me speed up the time it takesto calculate my employee’s hours.”• FLOWER CAM: Imagine taking a picture of thearrangement and sending it back to the sendingflorist right <strong>from</strong> the designer’s workbench.• FTD FLOWER EXCHANGE: Imagine your FTDMercury system alerting you when your inventoryof roses is low and then presents you with thebest price that day <strong>from</strong> hundreds of growersand importers.• FINGERPRINT BASED TIMECARD MONITOR:Imagine life with no more paper timecards. Employeespunch in and out using their fingerprint. Yourcomputer does all the adding for you. Plus, you caneasily import your timecards into QuickBooks ® .FTD News<strong>letter</strong> is sent to approximately 20,000 FTD Members across the United States and Canada. If you have feedback, a <strong>letter</strong> to the editor or have a story and photos you’d like to share, please send it to theeditor of FTD News<strong>letter</strong> at prdept@<strong>ftd</strong>i.com or FTD News<strong>letter</strong>, 3113 Woodcreek Drive, Downers Grove, IL 60515. We look forward to hearing <strong>from</strong> you!6

IMPROVE OR PERISH: 10 IDEAS FOR MAKING YOUR BUSINESS BETTERBy Teresa P. Lanker, an assistantprofessor and coordinator of floraldesign and marketing at The OhioState University ATI. – From the pagesof Florists’ ReviewAS A BUSINESS OWNER, YOU’RE ALWAYSstriving for better sales, better profits, betterperformance, better hours—the list goes on. Butmany business owners often seek to do betterby changing what they do rather than how theydo it. Improving how you do things, however,often will have a tremendous impact on what youdo. Consider these 10 ideas for making yourbusiness better.FOCUS ON FLOWERSMake sure your shop focuses on flowers as itsprimary product line. Strive to offer a wide varietyof blooms <strong>from</strong> the multitude of choices availableinternationally. Keep only the freshest stock on hand,and promote yourself as a local branch of the worldwideflower market.PUT CUSTOMERS FIRSTMake a commitment to top-notch customer service,and communicate your “customers first” motto toboth your staff and clientele. Post a quality serviceguarantee at each sales counter and workstation.Print your commitment on receipts, invoices andsales fliers.SUPPORT THE STAFFMotivate your employees to maximize theirperformance with encouragement, incentives andrecognition. Let your staff know your expectations,then highlight performance that meets or exceedsthem. Focus on the positives, and handle thenegatives privately.ENHANCE YOUR IMAGEBe clear about what type of florist you intendto be and what clientele you want to attract. Avoidattempting to be the florist with every product forevery need and price point. Clearly define your imageso as not to be confused with your florist andnonflorist competitors. Then repeat this imagemessage in every aspect of your operation, <strong>from</strong>display to advertising to packaging to dress code.BUY SMARTSpend the time necessary to accurately forecastinventory needs for daily, holiday and event work.Order flowers and supplies well in advance to ensureavailability and to take advantage of early-orderdiscounts. Uphold a first-in, first-out policy for flowerusage to minimize dumpage. Post separate “needs”and “wants” lists where employees can designatedesired items.PRICE RIGHTStop guessing and start calculating so that prices area true reflection of the cost of goods, operatingexpenses and labor. Be sure to factor in a reasonableprofit margin as well, so prices are fair for both youand your customers. Resist the temptation to addextra stems to spruce up arrangements, or yourprofit will be a washout.MARKET CONSISTENTLYSend regular and consistent messages toestablished and potential customers about yourproducts and services. Don’t wait for holidays toadvertise who you are and what you have to offer.Use a broad range of marketing approachesincluding dynamic displays, noteworthy news<strong>letter</strong>sand super sales incentives to bring in a steadystream of year-round business.UPDATE TECHNOLOGYPolish your Web page to include current informationand easy ordering options. Use e-mail to sendbirthday and anniversary reminders or to informcustomers that deliveries have been made. Offerdigital photos of recipients with their flowers tosenders of daily orders.ADD SOME SPICEKeep current with the latest design techniques,and incorporate them into your floral offerings. Spiceup everyday arrangements with keepsake giftsor tasty treats. Provide add-on options, suchas roses or chocolates, that encourage morelook for the money. Replace your routine floraldesigns with exotic bouquets, European trendsand fun novelties that show your style and senseof humor.GET SOME GOALSPlan ahead for the direction you want your businessto grow. Include shop staff in setting long-term goalsand short-term objectives to help get you there.Measure your progress regularly, and sharethe results with all concerned. Celebrate smallmilestones, and look forward to the day when youcan trumpet your success loud and proud.As an FTD Member, you can receive a 15%discount on a Florists' Review subscription,and the subscription can be billed on yourFTD Clearinghouse Statement. Simply fillout the online subscription form available atwww.<strong>ftd</strong>i.com/education/industrynews.aspor call 1-800-367-4708 to subscribe today!FTDUpcoming EventsSept. 28 – Oct. 1, 2005Society of American Florists Annual ConventionRitz Carlton – Lake Las Vegas • Henderson, NVFor registration information, contact the Society of American Florists at 703-836-8700, or visit their websiteat www.safnow.org.Oct. 2, 2005Pennsylvania Floral Industry Association Floral ExpoWyndham Hotel • Harrisburg, PAFeatured FTD Design Program: “Holidays in Bloom” presented by FTD Design Instructor J. KeithWhite AIFD. For registration information, contact the Pennsylvania Floral Industry Association at717-238-9758 or visit their website at www.pafloral.org. Look for FTD Team Members Patricia Gentry andWendy Stones.Oct. 15-16, 2005Calif Flora 2005Warner Center Marriott • Woodland Hills, CAFeatured FTD Design Program: “Designing on the Right Side of your Brain” presented by FTD DesignInstructor Tina Stoecker AIFD. For registration information, contact the California State Floral Association at916-448-5266 and ask for Ann Quinn. Look for FTD Team Member Anne Rampone.Oct. 18, 2005Emerald Coast Florists Association Meeting & Design ShowCoach ‘N Four Restaurant • Ft. Walton, FLFeatured FTD Design Program: “Let it Snow While it’s Slow” presented by FTD Design Instructor Jeff CorbinAIFD. For registration information, contact Dawn Risher at 850-862-3197 or 800-888-2411. Look for FTDTeam Member Doug Crescimanno.Oct. 7-9, 2005Montana Florists Association ConventionGrand Tree Inn • Bozeman, MTFeatured FTD Design Program: “Economical Elegance” presented by FTD Design Instructor Jeff Corbin AIFD.For registration information, contact Steve & Marianne Liebmann at 406-587-4407. Look for FTD TeamMember Shirley Colby.Oct. 22-23, 2005Ontario Florist ConferenceTaboo Resort & Conference Center • Muskoka Beach, ONFeatured FTD Design Instructors J. Keith White AIFD and Tina Stoecker AIFD. For registration information,contact FTD at 800-788-9000 x6240 or register online at www.<strong>ftd</strong>i.com/ofc/. Look for FTD Team MembersTim Casson, Tammy Sablic, Jason Gleaves, Angelo Pace, Marc Farand and Frank Stornelli.Oct. 15-16, 2005Kansas State Florists Association ConventionWichita Airport Executive Hilton • Wichita, KSFeatured FTD Design Program: “Creative Everyday Designs” presented by FTD Design Instructor JohnKlingel AIFD. For registration information, contact Gary Hackbart at 316-264-1131. Look for FTD TeamMember Lisa Chapin.Oct. 23, 2005FTD & Zeidler Wholesale Floral Company Open HouseZeidler Wholesale Floral Company • Evansville, INFeatured FTD Design Program: “Let it Snow While it’s Slow” presented by FTD Design Instructor JeffCorbin AIFD. For registration information, contact Zeidler Wholesale Floral Company at 812-425-4635 or800-648-3986. Look for FTD Team Member Rob Mellina.7

GET READY FOR THE HOLIDAYS WITHFTD MARKETING MATERIALSFTD HAS MANY WAYS YOU CAN MARKET YOURshop this holiday season. Holiday Mini Catalogs,Stuffers, Self-Mailers and Postcards can be printedwith your shop’s Imprint or Logo. For addedeffectiveness, some materials can include yourshop’s pricing, FTD pricing or even a custom offer!Holiday Mini Catalog and Stuffers are perfectlysized to enclose with monthly billing statements oryou can attach them to outgoing deliveries. Theyare available with your shop’s or FTD pricing.Holiday Self-Mailers and Postcards can bemailed to your customers to promote yourholiday products. These marketing materials canbe customized with special offers such as:• Save 10% off your next order• Get $5.00 off your holiday order• Free delivery for orders over $35.00Self mailers and postcards can also be printedwith your postal indicia. It’s as easy as calling yourpost office, getting information such as yourmailing permit number, city, state and if you aremailing first class or standard mail (bulk rate). Wewill then print this information on the marketingmaterials and they are ready to be labeled andplaced in the mail.Call FTD ® Marketplace at 1-800-767-4000,press 1, then 3 and then 3 again. Your very ownImprint Specialist will guide you through theordering process.Place your order today! 5-7 weeks plus shippingfor imprinted items and 3-5 working days forblank items.PostcardHoliday StuffersJUST IN TIME FOR THE HOLIDAYS…NEVERMISS AN ORDER WITH HELP FROM FTD!IT'S A 24/7 WORLD AND CONSUMERS WANTconvenience when it comes to shopping, especiallythose last minute Holiday shoppers.With FTD Flowers All Hours, your shop can beopen 24/7 to collect orders <strong>from</strong> new andexisting customers.FTD Flowers All Hours is not just a telephoneanswering service. We are a full-service ordertaking and customer service facility that willanswer your calls using your shop name and takecare of your customers with that same special carethat you do.Professional FTD telephone representatives,trained specifically on your shop's product selectionand pricing, can answer your shop's phonecalls and take orders and messages anytime, dayor night. Many florists are utilizing this service notonly when their shop is closed, but also during theholidays and busy periods during normal businesshours as opposed to hiring additional staff.EXPERIENCE THE 2006ROSE PARADE WITH FTDREGISTER NOW FOR THE FTD MEMBER ROSEParade Package for the 2006 Tournamentof Roses events. FTD Members will get toexperience first-hand FTD’s 53rd annual float,which will stroll the famous Rose Parade route onJanuary 2.There are two FTD Member Rose Parade Packagesavailable. All meals and transportation to allevents and to and <strong>from</strong> the airport are alsoincluded in both packages. Price does notinclude airfare.PACKAGE A: $5,700 PER COUPLEDECEMBER 31 – JANUARY 5• 5 nights at Hotel Casa Del MarBENEFITS:• Never close! Ring up sales 24/7/365.• Generate new customers and increase sales.• Decrease costs. No need to hire additionalphone staff.• Offer increased convenience to new andexisting customers.• Compete with large, national 24-hour flowerservices and other competitors.• Improve customer loyalty, making your shop‘easy to do business with’.Hire FTD Flowers All Hours and you will have aprofessional “FTD Employee” that is fully trained toanswer your phones 24/7, plus Flowers All Hourswill never be sick, take a vacation day or requirehealth benefits.Call your FTD Field Business Consultant or call FTDdirectly at 800-788-9000. We want to introduceyou to your NEW professional and reliable FTDFlowers All Hours “employee” so they can getstarted right away.PACKAGE B: $5,200 PER COUPLE• January 1 – January 5• 4 nights at Hotel Casa Del Mar• Welcome Reception• Hollywood Tour or Universal Studios Tickets• 2 tickets to the Rose Parade• 2 passes to the pre-game FTD Tailgate Party atFTD Hospitality Suite• 2 tickets to the National Championship RoseBowl Game• New Years Eve Party at Hotel Casa Del Mar• Behind the Scenes viewing of the FTD Float• Welcome ReceptionRegister Now! Space for the FTD Member RoseParade Package is very limited! Register now tosecure your place in this unforgettable experience!Register online at www.FTDi.com.Holiday Catalog• Hollywood Tour or Universal Studios TicketsHoliday Self-Mailer• 2 tickets to the Rose Parade• 2 passes to the pre-game FTD Tailgate Party atFTD Hospitality Suite8press 1, then 3 and then 3 again.• 2 tickets to the National Championship RoseBowl Game