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

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