Experience FTD Education

Transcription

1 February 2003 Vol. 44, No. 2 FTD Newsletter, 2003 FTD Experience FTD Education Through Valuable Technology, Design & Business Education Programs Through Local Industry & FTD Events Through FTDi.COM Through Your FTD Education Team Exciting FTD Offers Will Heat Up the Winter for FTD Members. FTD Members Celebrate Rose Parade Success on Pages 6-7.

2 MESSAGE FROM BOB ~Chairman, FTD, Inc.~ Dear FTD Members, We are excited to share great news with all FTD Members having completed another extremely successful Rose Parade participation. Your 50th float FTD "Fairytale Fantasy" was the recipient of the President's Trophy granting worldwide recognition for the best use of floral design of any float in the entire Rose Parade to all FTD Members. In addition to an award-winning float, the FTD logo and brand were present on official parade vehicles, major network broadcast booths and throughout the Pasadena community. We hope you took the time to watch the Parade with your family and enjoyed kicking off the new year with an exciting FTD event. We're off to a strong start this New Year. FTDi.COM has added several new features to continue to provide FTD Members with a one-stop shopping and education experience right at your fingertips. Visit our EDUCATION section for up-todate information on local, state and national floral events as well as tools that can help you every day in your business environment. See page 3 for more details on FTD Education Tools. In addition, we are excited about the initial launch of our 2003 Convention "Growing Together." Don't miss out on an incredible opportunity to network with members from across the U.S. and Canada, attend impactful education programs that are sure to add value to your bottom line and discover the largest Industry Trade Fair with exceptional deals for FTD Members. We are doing our best to make this an affordable decision for you by continuing our FREE room offer for FTD Members. Register early and take advantage of this great deal. As we prepare for a busy Valentine's holiday, you can count on FTD to support your business through national advertising in both the U.S. and Canada, and superior customer service and member support. We encourage all FTD Members to continue to uphold these standards as you support and service your fellow FTD Members. We have built a quality brand and image by our quality products, services and dependability, especially at these critical holiday periods. We look forward to working together with you to continue to promote FTD Members and build value throughout the New Year. As always, feel free to contact me at bnorton@ftdi.com. March 4, 2003 Mother s Day FTD Codification deadline March 17-18, 2003 SAF Congressional Action Days Park Hyatt Washington, DC March 18, 2003 Florists Association of Palm Beach County (FL) Holland Flowers West Palm Beach, FL Featured FTD Design Program: Sympathy Sensations presented by FTD Design Instructor Tina Stoecker AIFD For registration information, contact Patti James at Look for FTD Team Member Chris Bordes. March 21-23, 2003 South Dakota Florists Association Convention Cedar Shores Resort Chamberlain, SD Featured FTD Design Program: Economical Elegance presented by FTD Designer Jeff Corbin AIFD For registration information, contact Sue Walter at Look for FTD Team Member Marnie Hedrick. March 28-30, 2003 Alabama State Florists Association Convention Embassy Suites Montgomery, AL Featured FTD Design Program: Creating Impact with Visual Merchandising presented by FTD Design Instructor Tina Stoecker AIFD For registration information, contact Al Cantrell at Look for FTD Team Member Greg Jones. March 30, 2003 Niagara International Sheraton Fallsview Hotel Niagara Falls, Ontario FTD sponsored brunch For US registration information, contact Elaine Bialeckie at For Canadian registration information, contact Barbara Fendley- Taylor at Look for FTD Team Member Tim Casson. July 18-20, 2003 FTD 2003 Convention & Trade Fair Gaylord Palms Kissimmee, FL or call ext PLEASE NOTE: Georgia State Florists Association Convention has been changed to July 25-27,

3 Industry Events & Education Are HOT on Industry Events and Education Online is a resource FTDfor FTD Members to stay up-to-speed on business opportunities such as FTD Member events, State and Industry Association conferences and trade fairs, education opportunities and floral industry news. FTD offers members an online link to our partners in the floral industry whether it be corporate partners to help grow or benefit your business; industry news publications who keep you informed of the goings on in the floral industry, products, services, and vendors available to help grow your business; FTD Education tools; or an updated calendar of industry events including their location and how to register. FTD INDUSTRY NEWS The floral industry includes several key publications providing up-to-date information about the industry and news about products and services keeping florists informed week after week, month after month upon publication. Be sure to visit these quality floral industry publications to read about the happenings of the floral industry. FTD INDUSTRY EVENTS CALENDAR Here you ll find upcoming events happening in your community and around the world. While reading about these trade shows, education opportunities and forums, you ll find an inside look at what FTD has planned and the FTD Business Consultant Team to talk shop with at these events. FTD EDUCATION TEAM Meet your FTD Education Team! FTD is proud to share with you the power of the FTD Education Team, touring industry events all over the U.S., Canada, Latin America and the World. FTD EDUCATION RESOURCES Let us work for you! FTD constantly researches products and services that benefit members businesses, in addition to providing education materials for use in members own shops. 3

4 Exciting FTD Member Events Spark Interest of Local Media Canadian FBC Caroline Fotheringham shares the story of new FTD Member Desert Rose's Grand Shop Opening in Thornhill, Ontario "The owner of Desert Rose has expanded a previous decorating business into a fullservice florist and gift shop. From the moment I met with Monika and discussed her vision of her shop, I was confident that her event would be a success. As her FTD Business Consultant and partner, I was excited to attend and show support on behalf of FTD and all her fellow florists." Caroline Fotheringham, FBC "Having been a resident of my community for many years, I am excited to provide a well-needed service to the area. Desert Rose is not just a storefront, but an experience a one-stop shop for all floral, giftware and décor needs for any occasion or event. We are very excited about our affiliation with FTD. We are ready to go on Mercury technology, giving us international Monika welcomed new customers into Desert Rose during their Grand Opening by partnering with the FTD Logo. sending capabilities and will be codified for upcoming Mother's Day, as well." Monika Sumra, owner of Desert Rose FBC Caroline Fotheringham and Monika Sumra take a "Owner Monika Sumra s marketing skills, preparation, planning and décor for quick photo break from a this exciting opening has been very impressive. I knew Desert Rose's event was busy Grand Opening Day. going to be a success when I walked in. Bright and early that day, Monika was already doing an interview with a local newspaper to promote her new shop. Gaining local media attention is a key outlet for getting the word out." Caroline Fotheringham "In order to prepare for our Grand Opening, we recently launched Desert Rose's web site, intending on serving the community, as well as the rest of the world without limitation. Before the event, we had conducted one local media interview with the local newspaper and worked closely with FTD to execute further media outreach to help drive more traffic into our shop on our Grand Opening day." Monika Sumra 4 FTD Members Around the Globe! is proud of growing FTDmembership in Mexico. With an estimated population of 97 million people, the major Cities in Mexico are Mexico City, Guadalajara, Monterrey, Puebla, Leon, Juarez and Tijuana. The best florists in the country have joined the FTD team, increasing membership almost 90 percent in the past two years. This team enhances your worldwide sending capabilities, expanding coverage for all FTD Members. Mexico was the first country outside the U.S. and Canada to join the FTD Mercury Network to help ensure stable international order filling capabilities. For orders to Mexico, use your Mercury system or your FTD Directory and toll free listings to locate a codified florist. Your fellow florists in Mexico rely on exceptional growers and the ability to import flowers direct from Holland to fill your orders. The FTD Retrans Department also is ready to take care of your order and forward it to the closest professional florist. Mexico's largest floral holidays are generally the same in the U.S. except Mother's Day, which takes place every May 10th. Enjoy your international sending capabilities throughout upcoming Spring holidays. Call FTD International Retrans with any questions about sending worldwide. Use your Mercury system to connect to fellow florists throughout the world and expand your business.

5 What s HOT in FTD Member Services FTD Florists Online Adds Exciting New Features You Can Sell to Millions of New Customers for About $1 ($1.75 CAN) a Day! With an FTD Florists Online Web site, now you can offer even more products and provide your customers with the industry's best online shopping experience. Reach millions of new customers for about $1 ($1.75 CAN) a day; that's 30% less than anyone else offers in the industry! Plus right now, FTD will waive the initial set-up fee that's up to a $500 ($750 CAN) savings! With an FTD Web site, you can sell your entire store's product selection to online customers, across the street and around the world, and receive the order fulfillment information through the Mercury Network. It's that simple! Contact FTD Today and Compare! FTD Web sites are the most cost-effective sites in the industry, while offering more features than anyone else. For about $1 a day, you can have your own Web site that will help you generate new customers, more orders and higher profits! Remember, order today and we will waive the set-up fee that's up to a $500 ($750 CAN) savings! Contact FTD Florists Online today! Phone: Mercury: AA floristsonline@ftdi.com More Information: FTD Cash Flo TM The Best Credit Card Program in the Industry has the very best credit card service in the floral industry with FTD Cash-Flo. With the lowest and most FTDflexible rates in the industry, FTD s credit card program will save you time and money! Many florists contact FTD to compare our credit card program vs. the competition and usually, we can beat your current rates. Consider the FTD credit card program, Cash-Flo. Give us the opportunity to review your current credit card statement to see how your current program matches up to what FTD can offer you. Top four questions FTD Members are wondering: Are your rates higher that other processors? This is a common misconception because other processors, especially banks, will tell you they are going to give you great rates under 2 percent. What they neglect to say is that to get that rate, the credit card must be present and swiped. With most business in the floral industry being done over the phone (70-80 percent, most credit card payments associated with floral orders are manually keyed, thus not qualifying for that great rate. FTD offers the same low rate swiped or keyed. Additionally, banks will not tell you that Discover Card and American Express charges are at a higher rate and come on separate statements for each. Are there start-up fees? With FTD s credit card program, there are no start-up fees. What if I still have an equipment lease agreement with my current processor? Usually, we can beat your the current deal. Plus, if we save you more than the cost of leased equipment, why not start processing with FTD right away. Do I have to sign a long-term agreement? With FTD s credit card program, you do not have to agree to any long-term agreements and can process with us for as long as you like. Contact FTD Cash-Flo today! Phone: x 4262 Fax: Mercury: AA cashflo@ftdi.com 5

6 FTD Members Celebrate FTD Members enjoy the up close view of FTD s 50th float. More than 200 FTD Members from the U.S. and Canada traveled to Pasadena, Calif. to view the 50th FTD Float and the historical Rose Parade in person, while millions of viewers watched on television. The strength of the FTD Brand and Logo was carried out through the award-winning FTD float, inclusion on all of the official cars in the Parade decorated by FTD and the recognition on all major television networks, in addition to local media stories across the U.S. and Canada. FTD Float Visit and Judging... The pageantry, tradition and participation in the Tournament of Roses festivities was a once in a lifetime event I will cherish forever. Our florist, Brenda s House of Flowers, is proud to be associated with FTD. Lyn Shipman, Brenda s House of Flowers in Woodstock, GA T th q th p a m FTD Members Cheer for the 50th float at the official Rose Parade float judging. New friends and fellow florists from across the U.S. and Canada rang in 2003 together at the FTD Golden New Year s Celebration. The opportunity to attend the FTD Member Rose Parade Package came earlier than we thought, with our daughter Laurel entering and winning the contest at the 2002 FTD Convention to ride the 50th float. The FTD float was no less than amazing. The closeup version of the float allows you to appreciate the volunteer hours put into the floral applications. We will go again. Tanya Wolff-Molson, Jenny s Floral Studio in Sarnia, ON FTD New Year s Eve Celebration... 6

7 50th Rose Parade Success For the second year in a row, FTD was awarded the President s ophy for best floral design at the 2003 Rose Parade. This marks e 17th prestigious President s Trophy celebrating high standards of uality and excellence that stand behind the FTD Brand and its more an 20,000 members. Highlights of the FTD Rose Parade Celebration include a ersonal visit to the FTD 50th float and float judging, first class seats t the 114th Rose Parade, VIP Rose Bowl Game activities and ember networking events. I was awestruck when we saw the behind the scenes float judging. Just walking into that place sent chills down my spine! The parade was everything people said and more. We were amazed at the brilliant display of flowers, flowers and more flowers. You can hardly describe to a person the magnitude of them. All in all, I immensely enjoyed myself and felt like a VIP with the whole tour package. FTD made my family s dream come true. Becca Cady, Flower Works in St. Augustine, FL Rose Parade... FTD Member Kids (left to right) Laurel Molson, Jenny s Floral Studio; Emily Hafner, Hafner s Florist; Jennifer Mangos, Canadiana Flowers; and Kevin McCarthy, McCarthy s Flowers pose at the float before getting in position to ride down the Parade route. From first class seats FTD Members watch the 2003 Rose Parade, while millions of others watch on all major television networks. The Rose Parade Grand Marshals had the pleasure of riding in one of the extravagant cars decorated by FTD. FTD Media Partners... One of the first events sparking my interest in working with the beauty of flowers arose from watching the Rose Parade as a very young child. There have been very few years that I have not watched the Parade on TV wishing that some day I might be able to view it in person. After waiting 40 years I finally treated myself to one of the greatest trips and presentations by FTD I have ever attended. Doug Jones, Watkins Flowers of Distinction in Raleigh, NC FTD decorated the broadcast booths for NBC and CBS. Both booths were as beautiful on television as they were in person and received several on-air acknowledgements. Merlin Olsen, Al Roker, Nancy O Dell and Bob Norton cut the official 50th Anniversary cake. To view more photos from the FTD Member Rose Parade Celebration, visit 7

8 HOT Marketing Tools From FTD Marketplace TM s Specialty Catalogs are the perfect tool for your shop s key marketing opportunities. Customize these catalogs with FTD your shop s name to create a co-branded vehicle that delivers the appeal of local market knowledge backed by the power of a national brand. Remind your customers that you re a part of an exclusive group of nationwide FTD florists. FTD Specialty Catalogs feature stunning color photos from the FTD Selections Guide and give brief descriptions of each arrangement. Each piece can be customized with your shop s Imprint or Logo, while others can be customized with your pricing, FTD suggested retail price and even special offers. Here are tips on how to get the most from your FTD catalogs: Sympathy Catalog Work with local funeral homes to establish referrals Hand out to walk-in customers Volume 42 Perfectly sized to stuff in mailers and statements Attach to outgoing orders Leave as take-ones on your counter Wedding Catalog Hand out to brides-to-be when they stop in your shop Leave as take-ones in your bridal consultants area Partner with bridal shops and consultants as referral tools The FTD Gift Collection Catalog Mail to top customers to offer gift ideas Leave in building lobbies or corporate offices Use as giveaways at open houses throughout the year Volume 42 Sympathy Catalog Wedding Catalog DON'T MISS IMPORTANT MARKETPLACE CODIFICATION DEADLINES! Mother's Day and Father s Day March 4, 2003 Grandparents Day, Bosses Week, Sweetest Day, Halloween, Thanksgiving and Autumn Products June 4, 2003 Christmas September 4, NEW Balloon Bunches at FTD.COM Customers have been requesting special occasion balloons to round out their gift giving requirements. We have developed two new balloon arrangements that are now available on FTD.COM. Both balloon bunches are $34.99 (delivery included). If you would like to find out more about receiving FTD.COM orders, simply call our Florist Hotline at or send a GEN message to our Customer Service Department, using shop code AA. Bear & Balloon Bunch (XX-6101) is a plush bear holding 6 latex balloons (color may vary) tied together with a ribbon. Perfect for every occasion. I Love You Balloon Bunch (XX-6102) is a bouquet of 6 mylar balloons (designs may vary) tied together with a ribbon.

9 The George Edwin Design Group Will Make it Happen with Mercury Wings FTD's Mercury Technology team interviews owners of George Edwin Design Group to discuss their unique business and how Mercury Wings has worked for them. Full Service has taken on new meaning with the opening of The George Edwin Design Group in Erlanger, KY, near Cincinnati. This new shop offers five distinct business units: Interior Design, Floral, Catering, Event Planning and Gift Collectibles. George and Victoria (not shown) Werner, owners of the George Edwin Design Group, discuss how Mercury Wings impacts their business. With a motto of We make it happen, owners George and Victoria Werner serve their clients with a broad range of products. Their 3,000-foot design center hosts gift items priced from a few dollars to high-end home furnishings priced at a few thousand. What can a customer expect from The George Ervin Design Center? We aim for the WOW factor on every order, whether it is a small gift or a major purchase. And we find that our business is growing because of it. Some of our best opportunities have come our way from referrals based on a small job, explained Victoria. We love to create chic wedding and parties. This last holiday season, we decorated both the interior and exterior of a three story home. Then we arranged for a Jazz quartet, a lighting director and a valet parking staff to create the necessary ambiance for the holiday event. But we are also committed to providing a stylish product for the more modest budget. We now use computer generation in bridal consultations to create a beautiful bridal bouquet design and then add in the three price points of flower selection. A Bride can have a design of her choice with standard flowers, with roses or more exotic flowers. But whichever flowers she chooses, the design will be exciting. How did you decide to incorporate so many facets into your design center? George has been an interior designer since the 60 s. He brings the creative expertise to the business. The Event Planning, Catering and Gift businesses were just a natural expansion because we want to be a full service operation for busy executives who have little time to shop but enjoy entertaining, explained Victoria. Our technology savvy clientele often communicates via to be efficient. You installed a Wings Order Entry and Point of Sale system in your shop. Why Wings? That is an interesting story. We were at the AmericasMart in Atlanta during the summer market and happened by the FTD showroom looking for smocks. The technology team demonstrated the FTD products for us. Being new to the industry, we had never considered using a floral software company. However we were very impressed with FTD s friendly, customer first attitude, said George. What were the key factors in choosing this system? Because of my previous experience in corporate technology, I had already decided on some requirements. First, it had to be fully integrated. Second, it had to be Windows based. Third, it had to be easy to use. The hard part was finding a retail solution, Victoria explained. Why were you committed to a Windows-based system? I am entirely comfortable with computers, but my staff isn t - nor should they have to be! Windows-based products are easy to use and alleviate yellow sticky notes all over the desk. Character based software is generally more complicated for the user who is not entering data all day. Windows-based software leads the occasional user through the process easier. We are a high-tech operation but we devote little time to administrative tasks. That is what computers do best. Being a new business, we have to spend wisely. A nine station Mercury Wings system was the answer for us. Within a month, we were comfortable and proficient. Victoria, lets talk about each of your requirements...do you use the Wings system for the Interior Design business for example? Absolutely! We enter product codes and use the bar code scanner on each item that we sell in the shop. We also love the ability of processing a credit card, with an actual card or with the numbers stored in the customer s profile in the Wings database. The George Edwin Design Group shop in Erlanger, KY. FTDi.COM CONTEST QUESTION: What are the dates for the FTD 2003 Convention and Trade Fair? ANSWER A. August 8-10, 2003 B. September 12-14, 2003 C. July 18-20, 2003 D. June 27-29, 2003 February s prize: The winner of the February FTDi.COM contest will receive two FREE adult registrations (value of more than $1,800) and FREE hotel accommodations for two nights (one room) at the Gaylord Palms Resort in Kissimmee, Florida (outside of Orlando). A total value of more than $2,100. All additional activities sold separately. Contest deadline is midnight of February 28, One winner will be chosen from all correct entries. Congratulations to Oak Hills Florist in San Antonio, TX! Oak Hills Florist was our December winner and will be receiving a $500 FTD Fresh Flowers credit that can be applied towards any FTD Fresh Flowers purchase during the month of January 2003! 9

10 Offers Are Beginning to Heat Up in Orlando at the Upcoming FTD 2003 Convention and Trade Fair FREE ROOM OFFER EXTENDED NEW PROGRAM ADDITIONS REGISTER NOW! Here are TEN reasons why the FTD 2003 Convention and Trade Fair is the most valuable industry event available. An extended FREE room offer (one room, two nights - value of more than $350) The largest trade fair with hundreds of the floral and gift industry's top vendors Once-a-year FTD product and service discounts New product launches FTD Mercury Technology users meetings Business Education programs providing opportunities to increase your shop's profitability and grow your bottom line Design Education programs such as Trendwatch 2004! Ultimate Weddings! The second annual FTD Member Awards Presentation Exceptional FTD Member networking through roundtable forums and events and new, fun FTD family and kid events All of these great events and offers, PLUS all event meals, for a low registration cost! July 16th 17th July 18th July 19th July 20th Mercury Technology User Seminars FTD Convention and Trade Fair Kick Off Trade Fair Shopping Extensive Education Programs Roundtable discussions Growing Together FTD Presentation FTD Kids Programs FTD Convention and Trade Fair Trade Fair Shopping Extensive Education Programs FTD Member Lunch & Guest Speaker Roundtable Discussions FTD Member Awards Presentation and Gala Dinner FTD Kids Programs FTD Convention and Trade Fair Trade Fair Shopping Roundtable Discussions FTD Family Disney Day Exclusive FTD Floral Disney Tour REGISTER ONLINE AT OR BY FAXING THE REGISTRATION FORM TO WIN FREE REGISTRATION to the FTD 2003 Convention & Trade Fair! QUESTIONS? CALL EXT OR CONVENTION2003@FTDI.COM. See page 9 for details! 10

11 FTD Unveils the Second Annual FTD Member Awards is excited to announce that nominations are being accepted for the official 2003 FTD Member FTDAwards. FTD Members are encouraged to nominate fellow FTD Members demonstrating leadership, progression, growth and service in the floral industry for these prestigious awards. The recipients of the FTD Member Awards will be announced at the FTD 2003 FTD Convention and Trade Fair on Saturday, July 19, 2003 at the FTD Member Awards Presentation and Gala Dinner at the Gaylord Palms Resort in Kissimmee, Florida (just outside of Orlando). Nominations can be submitted online at via fax to or via mail to FTD Headquarters (see address below). Submission of supporting materials with nominations is encouraged (five page maximum). Request nomination forms by phone at ext. 6240, or through your FTD Field Business Consultant. Deadline for accepting nominations for the 2003 FTD Member Awards is April 30, Winners will be chosen by the FTD Member Awards Committee. All nominees will be contacted by FTD via mail. Follow is a brief description of each of the FTD Member Awards. Further detail and criteria for nominations can be found on FTDi.COM. FTD JOHN A. VALENTINE AWARD In the name of the founder of FTD, John A. Valentine, this award is presented annually to a deserving individual, who demonstrates outstanding achievement in the floral industry and involvement in civic and charitable activities in their local community. FTD LIFETIME ACHIEVEMENT AWARD This FTD honorary award will recognize an FTD Member who has continued the path of growth and service for 25 years or more. This member is an example for fellow florists in the industry. FTD PROGRESSIVE FLORIST AWARD This FTD Member is an example for fellow members for consistently reaching beyond standards set in the industry. This member is not only expanding growth for themselves, but for others. FTD INDUSTRY SERVICE AWARD This member conducts regular efforts in and out of their shop to serve the floral industry. The member continues to apply time and efforts to the floral industry in order to educate their fellow florists and increase growth on a shop and industry level. FTD MARKETING AWARD This award recognizes an FTD Member who displays success in marketing efforts, to be used as an example to all FTD Members. FTD NEW MEMBER OF THE YEAR AWARD This award recognizes a new FTD Member for their dedicated partnership with FTD in developing their business and its growth through FTD products, services and support. This member has joined the FTD family in the past five years or less. For further detail on each of the FTD Member Awards, visit Questions? Call ext or convention2003@ftdi.com. Mail any supporting materials (five page maximum) to FTD, Inc., 2003 FTD Member Awards, 3113 Woodcreek Drive, Downers Grove,

12 2003 EASTER PRINT AD Visit to view the media schedule for all Spring holiday advertising. 12