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

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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
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Page 3 and 4: MEMBERS SUPPORT FTDFTD MEMBER CELEB
Page 5: SHOPPING1 2 3(1) FTD Team Member St

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