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SAF Wednesday E-Brief
February 25, 2015
E-Brief Links >   Past Issues      Contact UsFollow SAF on:   Share on Linkedin Twitter  Share on Facebook

In this issue ...
  • Florists Gear Up to Promote ‘New’ Floral Holiday
  • SAF and Florists Provide Valentine’s Day Insight, Good Humor, Expertise — and Lessons for Mother’s Day
  • Pest Management Conference Round Up
  • Marvin Miller: “The Time To Talk Is When Congress Is Listening.”
  • Business Builders
  • Best Practices
  • Trends
  • Floral Company News
  • Tip of the Week
  • Mark Your Calendar
  • Spotlight


    Florists Gear Up to Promote 'New' Floral Holiday
    By Mary Westbrook

    Bridgette Arnold of Posey Peddler plans to have in-house giveaways and a Facebook contest to promote Women’s Day.

    In the relative slowdown between Valentine’s Day and Mother’s Day, some floral industry members are promoting an international event that encourages customers to give flowers to the women in their life — all of the women in their life.

    International Women’s Day, on March 8, already is a firmly established holiday in many countries; while it’s still unknown in some U.S. communities, awareness is growing, thanks in part to the efforts of floral industry members such as Lane DeVries of Sun Valley Floral Farms in Arcata, Calif., who won Floral Management magazine’s 2014 Marketer of the Year award.

    Already familiar with the day’s popularity abroad, DeVries has been working alongside industry partners for several years to help the holiday take hold stateside. “Women’s Day will never take off if we stay quiet about it,” DeVries told Floral Management editors in September. “We as an industry have an obligation to tell consumers about this holiday if we want to grow and survive.”

    Female customers will receive a customized appreciation email from Keefe’s Flowers in Casper, Wyo.

    This year, an increasing number of florists seem to be doing just that. This week, we reached out to some florists with plans to promote the holiday, to share some of their top ideas. Among the standouts:
    • In Arkansas, Bridgette Arnold of Posey Peddler plans to promote the holiday in her newspaper’s annual “Women of Jonesboro” insert, along with plugs on social media and a radio ad. “I plan to do in-house giveaways daily [that week] and a Facebook contest about a local woman,” she said. Last year, Arnold mentioned the holiday on social media, “more as an educational promo,” but this year she has higher hopes, especially given her community’s diverse population. “My Italian customers first informed me about Women’s Day several years ago,” she said, calling it “an opportunity for people to recognize a woman who has been kind to them or influential — but not as a romantic [partner], mom, daughter or grandparent.” In addition, Arnold, who is putting SAF’s Women’s Day resources to work in her promotions, said she plans to take advantage of another perk of the day: It’s flexibility (e.g. fewer preconceived ideas among customers about what a Women’s Day floral gift should look like).

      Janet McLeod of East City Flower Shop in Peterborough, Ontario, will host a Women’s Day event to benefit a local women’s shelter. She’s promoting the day, and the event, online and through social media.

      “March 9 is our annual Cancer Society Daffodils Days, so I will use a lot of yellow [for Women’s Day],” she said. “I’m tired of red! Bring on the yellow.”
    • Customers in Casper, Wyo., may be unfamiliar with Women’s Day, but Kaylin Potter of Keefe’s Flowers said her state is the ideal place to run an awareness-building campaign. “Wyoming [was] the first [state] to allow women to vote … an achievement that has been recognized as an early victory in American women’s suffrage and is still valued in the culture of the Wyoming people,” she said. “ What better community to promote Women’s Day in than our very own?” To drum up support the shop will talk up the event in-store with customers, along with online through its blog, website and social media sites, where “fans and followers [will be] incentivized with a free bouquet to also promote Women’s Day.” Keefe’s will also send a customized appreciation email to female customers.

      In less than two weeks, the Women’s Day Arizona social media following has amassed more than 1,500 followers on Facebook and almost 4,000 on Twitter, according to Eileen Watters of Arizona Family Florist.

    • In addition to promoting Women’s Day online, Janet McLeod of East City Flower Shop in Peterborough, Ontario, will host an in-store event featuring mimosas and, of course, fresh flowers, to benefit a local women’s shelter. “We are asking attendees to bring donations of any feminine product,” she said. McLeod said she has not pushed the holiday before, but sees potential: “I think [awareness] is growing,” she said. “It’s really big in France. [I hope we can] build awareness of our business and celebrate the great women in our community — and there are lots of them!”
    • In Winfield, Ill., Winfield Flower Shoppe will plug Women’s Day on Facebook, Twitter, LinkedIn, as well as through the shop’s website and blog. Gary Chase said they’ve never promoted Women’s Day before, so he’s keeping his expectations measured. “We hope to get some additional orders and attention,” he said. “We don’t know what to expect. [I] just wonder if this ‘holiday’ is too close to have any real punch. People may wonder why there is a Woman’s Day to begin with!”

    “New for this year is international delivery, which helps [] celebrate women around the world,” said Yanique Woodall. “As the holiday is growing and growing, we are now expanding delivery to more countries.” .

    In Arizona, some industry members are aiming even higher. There, past Floral Management Marketer of the Year winner Arizona Family Florist is “leading a comprehensive localized marketing and media campaign in conjunction with other members of the Arizona floral industry,” said Eileen Watters. “The local campaign is titled Love, Honor, Respect and is marketed under the Women’s Day Arizona name.”

    That collaborative campaign incorporates online, offline and even broadcast television promotional efforts and will involve storytelling aspects, for people to “celebrate Arizona women by sharing stories of love, honor and respect” on The initiative is being underwritten by CalFlowers and Asocolflores, with additional contributions from Bloomnet and FTD, according to Watters, who said the promotional effort could expand to other markets next year. 

    “We want to bring positive awareness of the holiday and think this is a great way to recognize and celebrate the special women in our life,”

    By offering member florists a suite of marketing tools, FTD is trying to build “awareness of this holiday and make it a prominent day to treasure friendships among women nationally.”

    Watters said, adding that, through the effort, the group also is raising awareness and funds for a local non-profit working against sex trafficking, Where Hope Lives.

    On a national level, Yanique Woodall, vice president of public relations and communications at, said the company’s “strong digital communications program … will help increase awareness around the holiday, including honoring and celebrating many influential women with floral arrangements.” The company has a history of promoting the event, having partnered with Sun Valley on flower-giveaways in major metros in recent years.

    FTD is also promoting the holiday online and offering members a suite of marketing resources and tools, including prepared posters and social media banners, created in partnership with Sun Valley and SAF.

    Teleflora’s You’re a Gem Bouquet is part of the company’s Women’s Day collection.

    For its part, Teleflora “is making a significant effort to support the upcoming holiday with full banner ads rotating on its homepage now, and a premier International Women’s Day collection of floral bouquets dedicated to honoring the special women in your life,” said Erin Shiba. This week, the company will send a Women’s Day toolkit with posters, marketing and social media ideas to its florist network members.

    SAF has a full range of tools to help you get ready for Women’s Day, including shareable graphics, talking points, press releases and much more. Access those resources today — and keep us posted on your efforts and results.

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    Business Consulting and Floral Accounting!

    Florists are always complaining to us that they have had to teach their accountants how to account for their business. We are a full service accounting firm that has specialized in the florist industry for 30 years. We developed our Floral Analysis Program™ to help our florist make more money. MORE

    SAF and Florists Provide Valentine's Day Insight, Good Humor, Expertise — and Lessons for Mother's Day
    By Jenny Scala
    SAF answered questions from nearly three-dozen reporters over the three weeks leading up to Valentine’s Day, including many from major news organizations. Among them: USA Today, ABC News, Good Morning America, NBC News, NPR, TIME magazine, Atlanta Journal Constitution, Arizona Republic and the Omaha World-Herald. Nearly 90 news stories referenced the Society of American Florists during the week leading up to Valentine’s Day, according to media monitoring and analytics by Meltwater. In addition, SAF’s consumer websites were popular resources for the media and consumers during the three weeks leading up to the holiday. Combined,, and the hosted more than 103,000 users.

    This year, many retail florists took proactive steps to position themselves in the best possible light in news stories, repositioning potentially negative angles and cheerfully reinforcing their position as talented, enthusiastic local business owners.

    “Local florists looked like knights in shining armor,” said Jennifer Sparks, SAF vice president of marketing. “They showed their professionalism with positive answers about strategic planning and the happy emotions flowers bring.”

    This week, we asked Sparks to walk us through some of the best florist quotes gathered from holiday stories and discuss how others can put the same practices in place at their businesses in time for the next big media blitz: Mother’s Day.

    Karen Fountain, AAF, of Flowers 'n' Ferns in Burke, VA, told CNN, “We plan ahead” and are ready to face a busy holiday.

    The Question: How do you handle all the extra holiday orders?

    PR Fail: “It’s exhausting. My feet hurt. My hands are covered in bandages. I haven’t seen my family in days.”
    PR Win: No one wants to hear a business owner complain about being busy. Instead, use these questions to emphasize the professionalism and competency of your business. Practice your talking points ahead of time so that you can find ways to subtly reinforce all of the work that goes into running a retail floral business, without coming across as a Debbie Downer. For example:
    • “We plan ahead. I looked at all of our ideas that we did from last year. We came up with different solutions to make things easier this year, I have more staff coming in Wednesday, Thursday, and Friday and Saturday for the volume.” — Karen Fountain, AAF, of Flowers 'n' Ferns in Burke, VA, told CNN in “Florists preparing for Valentine rush for roses.”
    • "We need to make sure we get all of the beautiful flowers out to the retailers in the area so they can bring some beautiful flowers home to the consumers." — Rick Rojahn of Rojahn & Malaney Company in Milwaukee to ABC- WISN in “Got Flowers? Valentine's Day is Saturday
    With a little bit of luck (and by that we mean prep), you can also use questions about volume and brisk business to sneak in a plug for early ordering or delivery services:
    • “You don’t want to be the one fella that has his girlfriend or his wife or his sweetie at the office and everybody around them has gotten flowers, but you forgot to send to the office early. Don’t blow it, guys. You need to call us and place your order and have your flowers delivered on Thursday or Friday.” — Barbara Courchesne of The Bud Connection in Trenton, Maine, told WABI-TV in “Local Stores Prepping for Valentine’s Day
    The Question: It’s raining/snowing/sleeting/unbearably hot/distractingly pretty outside. How will you manage?
    PR Fail: “I’m freezing/sweating. We lost electricity. Half my staff couldn’t make it in. I don’t know what I’m going to do, but I wish this whole holiday was over.”
    PR Win: This is another great opportunity to refocus the conversation on all that a retail florist does well (delivery, logistics, customer service, etc.). Downplay weather drama and focus on your capabilities. That’s what Angela Grout, owner of Agawam Flower Shop did when she compared her store to the United States Post Office. “We always deliver. Doesn’t matter what the weather is.” — ABC40/Fox 6 in “Floral Shops Rush to Send Arrangements After Monday’s Snow Storm

    The Question: Why are flowers so expensive at the holiday? Aren’t you making a killing?
    PR Fail: “Um, well. I mean, it’s Valentine’s Day. Flower prices soar. Other stuff is expensive, too.”
    PR Win: Rather than stumbling over this potentially tricky question — after all, pricing is a complex issue that involves international factors, many of them far beyond your control — simplify your message to a few basic points (e.g. “Just like other commodities, supply and demand affects the price of roses. Valentine's Day inspires the heaviest demand, more than any other day of the year. Several rosebuds must be sacrificed to create one long stemmed rose, and we need to hire additional help and drivers to fulfill the huge demand for roses on this one day in the middle of winter.”) Be especially proactive by inviting reporters in for a behind-the-scenes look at your business, and all of the factors that go into a successful holiday. For example:

      Angela Grout, owner of Agawam Flower Shop told reporters, “We always deliver. Doesn’t matter what the weather is.”

    • Dramm & Echter Inc., in Encinitas, Calif., and David and Oralia Espinoza of Spring Garden Flower Shop in San Antonio, Texas, were featured in the USA Today photo essay “V-Day: See how one airline gets flowers from farm to florist
    Another positive approach to this question: Emphasize that what you’re selling isn’t a commodity; it’s a gift that has strong emotional connections for both givers and recipients:
    • "I don't sell flowers — I sell emotions. Nicely crafted floral arrangements make people happy and bring a certain amount of calm.” — Tony Medlock AAF, AIFD, PFCI, of PJ's Flowers & Events in Phoenix to The Arizona Republic in “Arizona florists seek Valentine's Day bloom
    • “One thing I find really interesting being a floral designer, when you’re talking directly with a customer is hearing their story. What these flowers mean to them, why they want a specific color or specific type of flower. The stories can go way back. Flowers are emotional and mean a lot to people. That’s the fun part to bring it all together.” — Diane Ange of Bachman's, Inc., in Minneapolis to CBS Minnesota in “Valentine’s Day Rush: Flower Shops Busy Making Arrangements.”
    • “I have customers come in who have that emotion and don’t know how to say it or express it, and I can do it nearly in an instant with flowers.” — Katie Carter of The Bud Connection in Trenton, Maine, told WABI-TV in “Local Stores Prepping for Valentine’s Day
    The Question: Aren’t flowers a bit of a cliché?
    PR Fail: “Your mom’s a cliché!”
    PR Win: We’re kidding here; we know you wouldn’t say that (and few reporters would ask that question so directly). But the accusation that flowers are a clichéd or staid gift is out there. If you prepare ahead, you can use just about any news story to tell potential customers that you have the expertise to guide them to a truly unique gift, delivering both value and a high level of service. Consider:
    • “Love and cheap don’t go together. … What about the 50 shades of roses? … Go to your local professional florist, because they will be able to do something more unique and special. … For those guys listening that need a little help, florists can help you. … Call your local florist and get a beautiful arrangement designed by a professional." — Jerome Raska, AAF, AIFD, PFCI, Blumz…by JRDesigns in Detroit on the ChipChat show on Ripped Radio NETWORK

      “Personality can definitely influence how we design an arrangement,” Maggie Bertsche of Abloom in Lincoln, Neb., told reporters, reinforcing the expertise that a professional florist brings to the gift purchase.

    • "Flowers can communicate many things. But the personality can definitely influence how we design an arrangement. For example, if your sweetie is more traditional, stick with the dozen roses or we can do a variety of a modern half dozen. If she or he is more romantic or softer, we can do a vintage romantic look with softer pinks, lavenders, whites, something more delicate and full.” — Maggie Bertsche of Abloom in Lincoln, Neb. told Channel 10/11 - KOLN-TV in “Picking Out The Perfect Valentine's Day Floral Arrangement
    Inspired by the media coverage and want to generate positive publicity for your shop for Mother’s Day? Check out “PR Boot Camp: Capture Media Attention for Valentine's Day & Beyond.” Sparks presented this webinar on Jan. 20, as a crash course on everything from how to come up with a news angle and craft a creative pitch for editors to how to prepare for an interview. “The lessons in the webinar can help you prepare for Mother’s Day,” Sparks said.

    Members can watch the recorded presentation at or order the DVD, available to SAF members for $9.95; $49.95 for non-members.

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    Pest Management Conference Round Up
    By Katie Hendrick

    Attendees had 25 different sessions, workshops and hands-on programs to choose from at SAF’s Pest and Production Management Conference. Shown: Jess Williams, of Mellano & Company, and Ann Chase, Ph.D., Chase Agricultural Consulting.

    While most of the nation froze last weekend, nearly 100 industry professionals soaked up a little sun — and a lot of knowledge — during the 2015 Pest and Production Management Conference in Orlando.

    The three-day event featured more than 20 educational sessions, as well as hands-on workshops designed to sharpen skills such as reading pesticide labels and detecting pests, and behind-the-scenes tours of Agri-Starts and DeRoose Plants, two farms that have won the Florida Department of Agriculture’s Environmental Stewardship Award.

    Among the attendees: first-timer June Jolley, greenhouse manager at the North Carolina Arboretum, whose job includes growing plants in the seasonal landscape and Baker Greenhouse exhibits, curating plants in the interiorscapes, growing cut flowers, and managing the nursery.

    Chris Marble, Ph.D., University of Florida leads a session on how to improve weed control.

    “I have a passion for learning and keeping up with the industry,” Jolley said. She spotted an ad for the Pest Management conference just two weeks ago “and immediately put in a request to attend.”

    She had no regrets about her impulse trip to Florida, as it brought her face to face with world-class scientists and other industry leaders, who offered dozens of tips to advance horticulture.

    Two sessions that resonated with Jolley: “Neonics & the Current Public Relations Relationship to Pollinators and Growers at the Retail Level,” led by Gary Magnum, of Bell Nursery USA in Burtonsville, Md. (which recently appeared in a Washington Post feature about poinsettias) and “The Pollinator Initiative” by Joe Bischoff, Ph.D., of AmericanHort, and SAF’s Senior Director of Government Relations Lin Schmale.

    June Jolley, North Carolina Arboretum, said she made a last-minute decision to attend the conference so she can “keep up with the industry.”

    “I can see a pollinator garden in our future,” she said, adding that she plans to make “educating our audience about the relationship between neonics and pollinators and the correct way to use them” a top priority.

    Additionally, Jolley said she’d implement new techniques for releasing predator insects to ensure better longevity, explore new options for banker plants, and share with her colleagues tips she learned to identify tropical plant diseases and why they should be on the look out for the European pepper moth.

    “The other highlight for me was the opportunity to network with others, whether they were growers or Ph.Ds,” she said.

    Attendees try their hand at identifying insect pests in a hands-on session.

    Paul Gehrke, who’s attended roughly a dozen Pest and Production Management Conferences since the mid 1990s, agreed that this year’s event was very worthwhile, particularly the “Whitefly Control Update” session by Lance Osborne, Ph.D., from the University of Florida, and Cindy L. McKenzie, Ph.D., of the USDA-ARS.

    “There are four strains of Q whitefly in the world and Florida has three of them,” said the head grower of Pure Beauty Farms in Miami, Fla. “I learned how to control Q whitefly and how a mixed population of silverleaf and Q whitefly change over time.”

    See more photos from the event, here.

    Marty Kell, of Matsuda’s by Green Acres, in Folsom, Calif., attempts to identify a pest that is so invasive it has to be kept caged.

    Presenter Margery Daughtrey, Ph.D., of Cornell University, gets up close and personal with a diseased plant.

    Kathie Kalmowitz, Ph.D., BASF, leads a session on how to read a pesticide label.

    Attendees take a stab at identifying a plant disease.

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    In Loving Memory Wind Chimes

    In Loving Memory wind chimes are each engraved with an inspirational verse. Available in Silver or Bronze, these memorial chimes are available with single chime display stands that may also support floral arrangements.

    Marvin Miller: "The Time To Talk Is When Congress Is Listening."
    By Shelley Estersohn

    Dr. Marvin Miller, AAF, Ball Horticultural Company Market Research Manager

    Participating in SAF Congressional Action Days, March 9-10, is imperative, said Dr. Marvin Miller, AAF, of Ball Horticultural Company in West Chicago, Ill. “I know it’s not easy to get away but … Congress is busy now, too.” Miller wrote in a letter to SAF members on Feb. 20. “Your future and that of the industry are being impacted by what is (or isn’t) happening in Washington right now.”

    Early spring is when all the behind-the-scenes negotiating happens on Capitol Hill, Miller explained. “Your legislators and their staff are working to position legislation they want Congress to consider — and we have needs that must be addressed.” 

    Growers aren’t the only floral businesses impacted by the lack of immigration reform, Miller said: “We must have a legal workforce that provides the employee numbers the industry needs — not only to raise our crops but also increasingly to staff wholesale distribution and, in some cases, even retail operations. Landscaping companies need labor to get our bedding plants installed as well.” 

    Now is also the time for floral business owners to urge lawmakers to revisit the ACA (Affordable Care Act) and make adjustments to clarify confusion about the definitions of full-time
    Lin Schmale, SAF Senior Director of Government Relations

    employees and seasonal employment.

    These are divisive issues, said SAF Senior Director of Government Relations Lin Schmale, and the people in Congress need direct encouragement in order to find solutions. “They need to see the faces of their constituents in order to understand the impact. Nobody can explain your business situation as well as you,” Schmale said.

    Miller, who has attended CAD for more than a quarter century, stressed that “having a presence matters. By being visible, persuasive and consistent over time, we've made a difference” on estate tax reform, the Americans with Disabilities Act, floriculture research funding and many other industry concerns. “Each one of us has to make the connections, educate our lawmakers, and help them see our point of view,” Miller said.

    For Congressional Action Days details, visit

    Click here to register. Your registration includes a free registration for a second person from your company who has never attended CAD before. To sign up a colleague, contact Laura Weaver at 800-336-4743, ext. 221.

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    How to Streamline Your Social Media Process
    By Katie Hendrick

    Designate one day a week for posting “external content” to your social media – a trend or news story relating to flowers, such as this one about a woman who’s deceased husband pre-ordered flowers for her to receive each year at Valentine’s Day Designate different days of the week for different types of content

    You know social media is one of the most impactful ways to interact with customers, not to mention one of the most cost-effective. But how can you find the time to do it well when you have 99 other fires to put out first?

    Coming up with a schedule and writing it down can make a world of difference, said Sujan Patel, the VP of Marketing at thisCLICKS, the makers of When I Work — an employee scheduling software solution for small businesses. 

    Here are his three tips for a pain-free production cycle:

    Create a Calendar For Your Organization A calendar will give you a visual starting point for all your scheduled posts, so you can spot discrepancies or view the upcoming posts at a glance. To jumpstart your process, check out some of the available free social media editorial calendar templates, such as MarketingNutz or Brand Driven Digital.

    Choose Content Types An important part for the social media publishing schedule process is determining the categories of content you want to promote, as well as when they will be published. These could include weekly topics or themes (i.e. Throwback Thursday or Trivia Tuesday), but also allows you to reserve space for specific posts, such as evergreen blog content (how flowers boost people’s moods) or event promotion reminders. You will likely how to experiment to figure out what themes work best with your audience, but here’s a example you can try:
    • Monday: Event promotion (design class, open house, Women’s Day)
    • Tuesday: Trivia Tuesday
    • Wednesday: external article that would interest fans Husband Sends Flowers From the Grave” earned a lot of florists a lot of “likes” this past week)
    • Thursday: Throwback Thursday
    • Friday: Funny or interesting graphic
    Come Up With a Creative Process Once you have an idea of what you need and when, you need a timeline to make it happen. Assigning content to specific people at regular intervals is one way to keep information moving in an organized and efficient manner.

    “Create a document that outlines the process of a social media post from start to finish,” Patel said. “A mind map or graphic might be best for this, if most of your employees are more visually inclined.”

    A text-based version would look something like this:

    Follow social media editorial calendar to see what content is needed -> Research and find links to post -> Create social media images for each post -> Schedule posts in Buffer and Edgar -> Review engagement metrics and conversation to see what can be done differently -> Reschedule post if needed as part of evergreen content initiative

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    What Millennials Like: Laughing and Learning
    By Katie Hendrick
    A recent study from Newscred found that content marketing ranks as one of the most effective tactics for fostering trust and loyalty among millennial consumers. In fact, more than three out of five (62%) of the people surveyed felt that online content drives their loyalty to a brand.

    So what counts as content marketing? Nothing that overtly advertises a product or service. Respondents consistently named “sales-driven” messages among their marketing pet peeves, along with those that are “too long” or “don’t navigate every problem.”

    The report also had information that can help content marketers refine their content creation and distribution strategies. Among its findings:
    • Content that’s “interesting and educational” influences purchasing decisions reported 35 percent of responders
    • Seven out of 10 millennials said they’ll share marketing content with their peers through social media if it is funny
    For some content ideas, check out the Flower Factor Blog (chock full of useful information for consumers), and click here to learn how one SAF member incorporates laughter into his marketing.

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    Shop for the Perfect Prom Accessories
    By Katie Hendrick
    Want to reel in the dough this prom season? Better stock up on some bling. Teens today can’t get enough of the sparkly stuff (just check out their bedazzled phone cases for evidence) and will love the florist who can present them with all the trimmings, from metallic tattoo jewelry to rhinestone hairpieces. Find some great prom products in this month’s Floral Management.

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    Are Bridal Shows Worth It For Vendors?
    Preston Bailey
    Dear Preston, I need your advice. I have been in the floral business for a little over a year and I am having a difficult time getting new clients. There is a bridal show in my town. It's not cheap, but I am considering it in order to get a booth. Do you think this is a good idea?   Read more.

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    Wedding Trend Predictions for 2015
    ABC News
    From the Art Deco reception details of the 1930s to the porcelain bridal dolls that appeared at parties during the 1950s, wedding trends are a distinct reflection of the times in which we live. Now, as newly engaged couples plan for their own celebrations in 2015, the country's top wedding experts are weighing in with predictions for what themes will reign during the upcoming season, and some of their answers may surprise you.   Read more.

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    Spring Open House to Honor Fallen Soldiers

    A wholesaler in Nebraska is teaming up with a local nonprofit for a fundraiser that will honor the service of U.S. veterans.

    DWF-Ohama’s spring open house, on March 18, will include dinner, a flag presentation and a floral design show. It’s the first time the wholesaler has partnered with To Honor and Remember, an organization that seeks to create a national symbol of gratitude for veterans and their families.

    Through the March 18 open house, DWF-Omaha and the nonprofit hope to raise $3,500 for the organization, which will use the money to buy 10 flags to present to families of fallen service members. To Honor and Remember is currently working to expand to a national platform, and the open house is intended to help raise awareness for the group.

    “We would like to set the example for others in our industry to hold similar events,” said John Adams of DWF-Ohama. “When we present the flags to the families we have also begun to present an arm bouquet of red roses, blue delphinium, and baby’s breath to the mother and widow of the fallen soldier. If you have ever attended an event such as a flag presentation or similar, [you know] it is a very emotional time, and we are proud to present the flowers as a symbol of respect and remembrance.”

    For more information on To Honor and Remember, contact Jim Meier,

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    Let Third Party Experts Market For You
    By Katie Hendrick
    As you promote Women’s Day (see top story), there’s no need to recreate the wheel. Christine Arylo, the best-selling author of “Madly in Love With Me” and “The Daring Adventure to Becoming Your Own Best Friend” who’s been featured on CBS, ABC, FOX, and E!, brought attention to the holiday in a recent blog post and video for “Flower Factor: a lifestyle blog from”

    Arylo urges readers to “take a moment to pause and think about the women in your life who have shaped you, supported you, cheered you on, guided you, inspired you and been there for you over the years” then offers four simple ways to show their appreciation — all of which include flowers. (“Flowers open hearts,” she said in the post, along with a link to the Rutgers University “Emotional Impact of Flowers” study.)

    This week, link to Arylo’s posts on your social media pages. Add your own commentary, or steal a tip from the post as a teaser. Here’s one we find especially charming:

    For women you have known a while, recount a few of the special moments you have shared, thanking her for her sisterhood. Gather up a few photos and email them, reflecting on meaningful memories. Head over to your florist and order her flowers, one for each year you have shared your lives.

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    SAF 35th Annual Congressional Action Days
    March 9-10, 2015
    Ritz Carlton Pentagon City
    Arlington, Va.

    SAF Retail Growth Solutions
    June 7-8, 2015
    Hartford Marriott Farmington
    Hartford, Conn.

    SAF Amelia Island 2015 - 131st Annual Convention
    Sept. 9-12, 2015
    Ritz Carlton Amelia Island
    Amelia Island, Fla.


    Women's Day Press Releases
    By Katie Hendrick
    Score some positive coverage for your shop by pitching Women’s Day to your local newspaper and news stations. Send one of SAF’s Women’s Day press releases, which you can customize with your shop’s information. Sweeten the deal by offering corsages for female anchors to wear on air.

    Find more marketing materials and ideas in the Women’s Day resource center.

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