Floriology- December 2012

December 2012

E X P R ES S I O N S O F F LOW E R S ®

VALENTINE’S DAY DESIGN IDEAS, STATS,

TRENDS AND MORE

OWNER’S CORNER THREE GENERATIONS OF SUCCESS

AT HECK BROS.

MARKETINGCREATE A MOBILE BILLBOARD

WITH VAN WRAPS

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4 Industry InfoFranchise Convention: Full house in Vegas

6 By the Stats Valentine’s Day 2013 preview

7 Out and About State fl orist conventions, awards, classes and more

8 design center: On the EdgeInspirational ideas for the Valentine’s holiday

10 Owner’s CornerThird generation fl orist Tom Heck grows the family business

12 design center: Back to BasicsA rose is a rose...and it comes in many colors

14 MarketingTurn your delivery vehicle into a mobile billboard

14 Trends Exploring the latest colors and styles in hard goods

15 Care & Handling Keeping roses fresh and beautiful

15 DIY Paper bouquet of fl owers

16 Neighborhood Corner Florists provide helping hands during hurricane aftermath

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Mark Nance, AAFPresident, BloomNet

PUBLISH ER

BloomNet, Inc.www.MyBloomNet.net

(800) 256-6663

SENIOR EDITOR

Lisa Carmichael

MANAGING EDITOR

Mike Pucci

ASSOCIATE EDITOR

Megan Sullivan

ART DIRECTOR

Shane Hickey

SENIOR DESIGNERS

Bill Hamilton, Dave Tomko

CONTRIBUTING WRITER

Brenda Simmons

EDITORIAL CONTRIBUTORS

Ted Marlowe,Jerry Rosalia, Fred Russell,

Nicole Gandini

fl oriology is published monthly by BloomNet, Inc.

Printed in the United States, Copy-right 2012. All rights reserved. No material contained herein may be reproduced without the consent of the publisher or editor. Permission to reproduce portions of this publication should be obtained through Bloom-Net, Inc. Publications.

All statements are those of the per-son making the statement or claim. The publisher does not adopt any statement or claim as its own and any statement or claim does not necessar-ily refl ect the opinion of the publisher.

Although published material is intend-ed to be accurate, neither fl oriology nor any other party will assume liabil-ity for loss or damage as a result of reliance on this material.

Opinions expressed are not necessar-ily those of BloomNet, Inc.

Annual Subscription Rate is $71.88 (plus applicable tax) in U.S. and Canada.

WHAT’S INSIDEV O L . 4 N O . 2 | D E C E M B E R 2 0 1 2

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UP FRONT

‘Falling Leaves’

The holiday season is my favorite time of year. So many treats for the eyes are transpiring all at once, from the last remnants of leaves gently cascading toward the ground, to the merry glow of holiday decorations. Collectively, it all creates a once-a-year event that is simply spectacular. The colors are

beyond description and form a stunning backdrop from the Rio Chama in New Mexico to the Eastern Seaboard.

Andrew Downing artfully alluded to this time of year in his poem, “Falling Leaves.”

Now the leaves are falling, bronze and brown and yellow,Some are dry as parchment, crisp as new bank notes.Seldom do I hear the wild birds singing;What has stopped the music in their throats?When the leaves are falling, gentle is their patter,In the garden pathway such a night as this – Never the breath of a light breeze stirring,Even the violet must forego his kiss.

So it is at vespers, and likewise at the dawning,When I am gazing through the window pane;Often I think that the scene is sadder – Sadder than the sobbing of the autumn rain.Peach, unquiet dreamer! Better things are coming,Brief the stress of winter, summer days are long.Joy! The gray November, even now, presagesRiot of the roses, and the linnet’s song!

The transition of fall into winter means many things to many people; some see the withering of the summer green, while others (particularly in the fl oral industry) see it as the new begin-ning of the holiday season and the opportunity yet to come.

It is really all about opportunity in retail and the commitment to your business and in particu-lar, your customers. Who are your customers? Do you know who they are? Do you know how much they spend and on what? Who are your best and worst customers? Do you do customer segmentation to understand their buying habits and needs, now and into the future? These questions all seem quite simple, but without these basic customer metrics, grasping sales op-portunities now and in the months to come will be much more diffi cult.

The good news is, customer data and a whole bunch of other metrics are already at your fi ngertips if you have a POS system...so it is a matter of taking the time to analyze the information and then taking appropriate marketing efforts to capitalize on the potential sales. If you do not have a POS system, get one and use it. In this day and time, I honestly do not know how one can run a small business without a point of sale system.

In this issue of fl oriology, we explore trends and opportunities for Valentine’s Day 2013 and into the spring. We also take an inspiring peek at the latest creations from some of our indus-try’s most gifted fl oral designers, plus much more.

May you enjoy this time of year as much as I do and here is hoping you have a happy, healthy and safe holiday season!

Mark Nance, AAF | President

WHAT’S ON TAP

Decem

ber 2012 | floriology

● Floral Strategies Webinar Time Management*Dec. 4

● Hanukkah BeginsDec. 8

● ChristmasDec. 25

● New Year’s DayJan. 1

● Floral Strategies Webinar Valentine Boot Camp*Jan. 15

● Dallas Total Home & Gift MarketJan. 16-22Dallas, Texas

● BloomNet/NAPCO Fresh Forum*Jan. 19Jacksonville, Fla.

● Floriology Institute 5-Day Principles & Elements of Design*Jan. 20-24Jacksonville, Fla.

● Martin Luther King Jr. DayJan. 21

❋ Go to MyBloomnet.net

for more info!for more info!


CONVENTION

VEGAS MEETING DRAWS FULL HOUSEFranchise Convention is fl oral industry’s largest ever

This past September, retail fl orists from north to south and coast to coast came to Las Vegas, Nev., to gather valuable insights and discuss the opportunities now avail-

able in a retail landscape that continues to undergo changes.

The event was the 1-800-Flowers® Na-tional Franchise Convention and it was the most well-attended franchise convention ever in the fl oral industry. The theme of the gathering was “United We Bloom” and it certainly lived up to its billing as fl orists exchanged innovative ideas about how to grow their businesses throughout multiple consumer channels including brick-and-mortar stores, social platforms and mobile commerce.

Among the highlights of the convention were engaging and informative presentations by leading experts in fl oral design, social media, customer service and many other areas that are vital to the growth and success of a retail fl oral business.

Best in class exhibitors were on hand as well to showcase their newest products and services, many of which were unveiled for the fi rst time. There was also a sold-out TradeFair offering special discounts on the latest products and accessories.

In addition, the convention featured a fully customized mobile app that was created by BloomNet and Gather Digital (www.gatherdigital.com) specifi cally for the event. The app provided attendees with real-time information and continuous updates about activities throughout the convention. App us-ers were also able to view bios of presenters, download the presentations, send each other messages and get details about exhibitors and products at the TradeFair.

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INDUSTRY INFO AWARDS, SHOWS, ADVOCACY

❋Among the highlights of the 2012 1-800-Flowers National Franchise Convention in Las Vegas was a sold-out TradeFair. The convention also featured informative presentations by industry experts, including: Jackie Lacey, AIFD, CFD, PFCI, educa-

tion specialist for Floriology Institute, design and product development teams for BloomNet and Napco, and Fitz design team; Robin Enright, founder of Merchandising Matters; Tim Huckabee, AIFSE, president of FloralStrategies; Dan

Fisher, PFCI, owner and president of Fitz Design; Petra Mar-quart, principal of Petra Marquart and Associates; and

Milena Regos, principal of Out&About Marketing.

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INDUSTRY INFO

Petra Marquart

Robin Enright

Trade Fair

DONATIONS

HURRICANE

RELIEFHere’s How You Can Help

So many millions felt the wrath of Sandy, a super-storm that slammed into the east coast in late October and left an almost unbelievable path of destruction. Our thoughts and prayers go out to all those affected by the storm.

Among those severely impacted by Hurricane Sandy were many BloomNet fl orists, including some who lost or were displaced from their homes and/or lost their possessions due to rising water, wind damage and power outages. In the midst of the devastation caused by the storm, the kindness and compassion of people throughout the fl orist community came to the forefront.

There were many, many heartwarming stories about fl orists reaching out to their fellow fl orists and within their local communities with offers to open up their homes as well as provide meals, clothing or even just a place to power up wireless devices for thosein need.

To assist BloomNet fl orists who have been most severely impacted by Hurricane Sandy, 1800Flowers.com/BloomNet has established a special relief fund. Dona-tions may be made by check, credit card or a deduction on your Clearinghouse statement. 1800Flowers.com/BloomNet will match, dollar for dollar, all dona-tions. In addition, we have been sending members of our fi eld and offi ce staff to assist BloomNet fl orists as they rebuild their businesses and their lives.

To make your donation, please email BloomNet Customer Service at [email protected] or visit our fan page on Facebook at www.facebook.com/bloomnet.net and send us a message referencing the “BloomNet Hurricane Sandy Relief Fund” along with your shop name, shop code, and donation details. Our BloomNet customer service team will be happy to assist with your donation requests.

As always, it is extremely touching and rewarding to see the commitment, solidarity and helpfulness fellow fl orists and col-leagues show each other in times of need. Thank you in ad-vance for your support.

To make your donation, please email us at [email protected] or visit our fan page on Facebook at www.facebook.com/bloomnet.net.

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BY THE STATS VALENTINE’S PREVIEW

by Mike Pucci

HEART ThrobA LOOK AT CONSUMER PULSE LEADING INTO VALENTINE’S DAY

Consumers appear ready to spend for the 2013 Valentine’s holiday. That sentiment is underscored in an October 2012 re-port issued by the National Retail Federation. The report offers a forecast of the consumer marketplace for the 2012 Christmas holiday season—a good barometer of what fl orists can expect when Valentine’s Day rolls around on Feb. 14, 2013.

In its report, NRF states that total sales for the 2012 Christmas season are expected to increase 4.1 percent to $586.1 billion. NRF’s forecast is higher than the 10-year average holiday sales increase of 3.5 percent. “This is the most optimistic fore-cast NRF has released since the recession,” said National Retail Federation president and CEO Matthew Shay in a news release. “In spite of the uncertainties that exist in our economy and among consumers, we believe we’ll see solid holiday sales growth this year.”

In terms of Valentine’s Day 2013, George Bradley, owner of Paradise Flowers in Kentfi eld, Calif., is confi dent about the holiday. “I think it’s going to be a great one,” George states. Dean Shaffer, owner of Flowerama of Apple Valley in Minnesota, also has a positive outlook. “Trending sales for the last year have been up and so I anticipate that Valentine’s Day will be fairly com-parable to last year...and we had a very good Valentine’s last year,” Dean says.

PURCHASING BEHAVIOR

In addition to the insights provided by NRF’s 2012 Christmas sea-son forecast, a good way to get a feeling for consumer sentiment leading into Valentine’s Day 2013 is to look at last year’s Valentine’s holiday.

According to a consumer poll conducted by the Society of Ameri-can Florists, the average Valentine’s Day spend for 2012 was $47.30. In 2011, that number was $40.20. Obviously, the trend is upward.

As for fl oral varieties, SAF reported in its survey of retail fl orists for Valentine’s Day 2012 that roses—no surprise—made up 53

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Here are some consumer-based stats that may indicate a good Valentine’s Day 2013 to come:

❋ $749.51: Average anticipated consumer spend for 2012 Christmas holiday season, up from $740.57 last year*

❋ 12%: Forecasted increase in online sales for 2012 Christmas season versus last year**

❋ 72.2: Consumer confi dence index for October 2012, the highest reading since February 2008***

SOURCES: *National Retail Federation 2012 Christmas holiday consumer spending survey conducted by BIGinsight **Shop.org ***The Conference Board

Checking the Pulse

percent of orders overall. Mixed fl owers accounted for 38 percent of orders. And 8 percent of fl oral Valentine sales in 2012 were for non-rose single fl ower type arrangements, such as all tulips.

“We have what we call a Skittles Bouquet, which is multi-colored roses,” Dean says. “This has been very popular over the last two years.” Dean also plans to offer customers what he refers to as a “value package” starting at $99 delivered. The package consists of a dozen roses, a plush item, chocolates, a balloon and a greeting card.

With regard to when you might expect customers to place their orders, SAF’s survey showed that

just over 55 percent of orders were received by retail fl orists on the day before or on

Valentine’s Day 2012 and on average, 76 percent of orders were delivered on the holiday itself.

As you know, many fl orists offer incentives to get customers to order early. George indi-cates that he might provide free delivery as an enticement. Speaking of delivery, George

has developed a bouquet carrier called “fl ower tote,” which is designed to make fl oral deliveries

easier (you can check it out at www.fl owertote.com).

THURSDAY PLACEMENT

A discussion of anticipated Valentine’s sales would not be complete without considering the placement of the holiday. In 2012 Valentine’s Day fell on a Tuesday and in 2013 it will be on a Thursday.

“It might have an impact because we’re getting close to the weekend,” George comments. “This could impact offi ce sales a little bit.” Dean adds: “Tuesday and Wednesday are the best days to have Valentine’s Day.” No argument there, yet we can probably all agree that Thursday, although not truly mid-week, is a whole lot better than celebrating the holiday on a Saturday or Sunday.

For more Holiday Season 2012 forecast information from the National Retail Federation and Shop.org, visit www.nrf.com

To see SAF’s Valentine’s Day member survey, visit www.safnow.org

For further consumer confi dence information from The Conference Board, visit www.conference-board.org

❋ What are your expectations for Valentine’s Day 2013 E-mail us at :fl [email protected].


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BLOOMNET TAKES TO THE ROAD OUT AND ABOUT

Kym Erickson, general manager at Soderbergs Floral and Gifts in Minnesota and president of the Minnesota State Florist Associa-tion, was part of a U.S. delegation of fl oral opinion leaders who traveled to Ecuador to learn about the Ecuadorian Floral Industry. “I now look at fl owers diff erently knowing the huge impact that my choice of farm or company has on not only a country but the farm’s ability to take care of their employees. My choice in reality directly impacts the workers themselves and their families,” says Kym, shown here fourth from the left. To Kym’s right is Francisco Rivadeneira, viceminis-ter of foreign trade.

Th e National Alliance of Floral Associations (NAFA) annual meeting was held Oct. 6-8 in Cromwell, Conn. Con-gratulations to BloomNet Florist Jackie Bockwitz of For-ever Floral in Coon Rapids, Minn. Jackie was named 2012 NAFA National Designer of the Year at a special awards dinner sponsored by BloomNet. “It was a great honor, a personal goal of mine...I’m very proud of the achievement,” Jackie says. Jackie has also received a Floriology Institute scholarship from BloomNet.

Oct. 21-25, 2012 was a special time at the Floriology Institute as fl orists and their staff s headed to Jacksonville, Fla., to attend the Institute’s Testing for Competition/AIFD Certifi cation Class. Below: Students had a total of four hours to complete all designs. Left: Lesley Bolden of 1800Flowers in Jacksonville, Fla., stages her design to be professionally photographed during the Portfolio class.

Bouquets & Blooms in Amherst, N.Y., prides itself on striving for the utmost in quality and complete customer satisfaction, every day. BloomNet is proud to recognize that commitment as BloomNet market area consultant Ken Vorie presents Bouquets & Blooms Owner Patrick Pantonini with a Quality Care award.

FLORIOLOGY INSTITUTE

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DESIGN CENTER ON THE EDGE

by Megan Sullivan

Instead of sticking to the traditional dozen red roses in a vase for Valentine’s Day, the design directors at Smithers-Oasis have come up with some creative designs that still highlight the ever-popular rose but present it in a cleverly different and per-sonal way. Loann Burke, AIFD, PFCI, design director for Smithers-Oasis and event specialist at Furst the Florist in Dayton, Ohio, shares a how-to for fi ve fun and sophisticated arrangements.

1} This design was created using the new OASIS fl oral foam shape purse, which doesn’t require a container thanks to a water resistant plastic base. “Everything is

pre-cut,” Loann says. “Float soak and it’s ready to go.” The DELUXE fl oral foam will hold all the

insertions necessary to make it completely covered. In this case, the design features spray roses and button mums on the ends with beaded wire added on. OASIS fl at wire forms the purse’s handle, and beaded and MEGA beaded wires create a clasp at the top as a decorative accent. “It has so

many possibilities,” Loann says. “It’s really fun.” The accessories come in an array of

colors, so the designs can range from bright and bold to more subtle and refi ned.

2} Smithers recently came out with half-inch wide OASIS fl at wire in new colors that are perfect for Valentine’s Day, including red, strong pink, apple green, purple and black. Form hearts out of fl at wire to create this unique arrangement, which is simple and less expensive but still has style and class. Even though there are fewer roses in the design, they stand out because they are featured in the arrangement. Using an OASIS ESSENTIALS oval container, arrange a couple of roses, red carnations and a stem of hydrangea along with the heart-shaped wire. “This is easy if you are doing in-house specials that you have to duplicate multiple times,” Loann says.

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3} Using a similar approach as in the above, this design showcases a half-dozen white roses with carnations in a silver ESSENTIAL rectangle container and has silver wire fl owers rather than red hearts. Although it’s a utility container, it provides great line and frames the fl owers. To shape the wire, bend and crimp it around any cylin-der, such as a Lomey column or a broom handle. For further customization, fl orists can list the arrangement on their websites as available in several colors.

4} The heart-shaped creation comes together in an OASIS dish. The orchids that circle the spray roses yield a higher-end design. The fl owers are inserted into OA-SIS fl oral foam hearts, which come pre-cut and glued to a lightweight, rigid, waterproof and durable plastic back-ing, just like the purse shape. The dish is lined with angel hair wire to hide the base and cover the mechanics of the design. Diamante pins around the roses add bling and enhance the pave design. “Even someone who is more traditional would appreciate this,” Loann says. The arrangement is perfect for a holiday special, can easily fi t on a recipient’s desk at the offi ce, and holds up excep-tionally well thanks to the OASIS Maxlife fl oral foam.

5} Trade in traditional baby’s breath fi ller for fl at wire, bear grass, and white and pink alstroemeria to achieve this design. Aspidistra leaves line the new stylish OASIS Grace vase. “It’s still a vase of roses but it’s done in such a way that it has a little more fl are,” Loann says. Given the wire accents and non-traditional fi llers, this could easily yield a $10 to $15 upgrade on a standard rose arrangement. “The cost of the product is fairly close,” Loann says, “but you get higher perceived value because of the accesso-ries and the fact that it’s different.”

For more design inspirations visit the Smithers-Oasis “Idea Channel” via YouTube: www.youtube.com/user/OASISFloral

Smithers-Oasis shares fun and sophisticated Valentine’s Day designs

Designer:

Loann Burke, AIFD, PFCI

Experience:

More than 25 years

Exposure/Achievements:

President of the North Central Chapter of AIFD; designs

featured on ABC’s “Extreme Makeover:

Home Edition” and in national print

ad campaigns

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OWNER’S CORNER SUCCESS

by Megan Sullivan

Third generation fl orist Tom Heck continues to grow the family business

SeedsSUCCESS

BBrothers Harry and Ferdinand Heck started out with one greenhouse and a retail store in the borough of Wyomiss-ing, Pa., in 1907. As the borough grew, so did Heck Bros.

“They built a couple more greenhouses, then West Reading grew, and the whole surrounding area started to form into a lot of people and that was the kickoff of this company,” says Harry’s grandson, Tom Heck, who took over the reigns from his father, Otto, in 1976. Otto successfully grew the company and retired after 48 years in the business.

Tom was extremely close to his grandfather and father, so he was always hanging around the shop as a child. “I’ve been doing fl owers since I was 5 years old,” he says. “I hung around there all the time; I never wanted to do any-thing else, so I grew right into it.”

When Tom graduated from college in 1963, he was eager to enter the family business. However, Tom recalls, “My dad would not let me come into it unless I worked for somebody else fi rst. He said, ‘You’ve been around here too long, I want you to bring back some new ideas.’”

Those new ideas began to take shape when Tom followed his father’s advice and went to work as an intern at a Manhattan fl orist op-eration that was run by a family friend. While there, he worked on a delivery truck and learned that a key to success in the fl orist business was to build up commercial sales. The potential for growth on the commercial side of the business “was an eye opener for me,” Tom says. As a result, when he returned to Wymosissing to offi cially join the family business, he went out on the road to drum up commercial sales. “That has worked out extremely well for our company over the years.”

Another smart business decision the Hecks made was to build an updated store on the corner of Penn Avenue and Park Road in Wyomissing in 1969. As market share increased, they decided to open a second retail store and greenhouse

on 3 acres in Exeter, Pa., in 1989. “It gave us a much better place to work out of to accommodate the design areas and the refrigeration areas, which are quite large,” Tom says, “and we couldn’t do that where we were.”

Throughout its long history, Heck Bros., like many busi-nesses, has faced its share of challenges, including several recessions. However, Tom says the business hasn’t been through any recession like the current one. “It’s a little longer,

and it’s a little tougher,” he says. “I’ve been here 48 years, or close to it. We’ve been through

a lot, but nothing has hit the industry like this one.” To motivate more people

to buy fl owers during this current economic climate, Tom says he

has included a variety of special offers in his marketing plan.

Looking ahead, the shop is in the process of updating its website, enhancing social me-dia strategies, and working on a new approach to weddings.

To stay abreast with the latest trends and happenings, Tom

reads a lot of industry magazines, including fl oriology, and interacts with

folks in other industries to come away with new ideas. So what is a big trend he’s

anticipating for the holidays? “The big trend I’m looking for is the sale of more fl owers,” he says, laughing.

Heck Bros. takes pride in customer satisfaction, and with all the competition that exists, Tom says quality and service are the main differentiators for retail fl orists. Being involved with the community holds plenty of weight as well.

Tom also emphasizes that a great staff is another important part of success. For example, there’s Kathy Harak, who has been with Heck Bros. for 41 years. “She’s my right hand,” Tom says. “And, our design staff is top notch. They are al-ways ahead of the trends.”

Heck Bros. is the oldest continuous business in Wyomissing, Tom says. “One hundred and fi ve years,” he states, proudly.

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Owner: Tom Heck

Shop: Heck Bros., Wyomissing and Exeter, Pa.

Established: 1907

Employees: 14

FAST FACTS

For further information about Heck Bros. visit www.heckbros.com


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DESIGN CENTER BACK TO BASICS

by Megan Sullivan

Roses are red for Valentine’s Day...but they’re also purple, pink, yellow and orange

Valentine’s Day is the rose holiday. Red roses will never fall out of favor with con-sumers for Valentine’s Day, but the popularity of colored roses continues to grow.

“Certainly red is going to remain strong because it is the rose that says ‘I love you,’” says Jackie Lacey, AIFD, CFD, PFCI, education specialist for Floriology Institute, design and product development teams for BloomNet and Napco, and Fitz design team. “That’s one of the things that’s signifi cant about red roses.”

However, the next generation continues to embrace vibrant colors like purples, oranges and hot pinks, so Jackie expects a strong increase in sales of colored roses for Valentine’s Day 2013. “If you look around society as a whole, purple is one of the strongest colors out there,” he says. “Everyone wears it, everyone loves it, it’s everywhere you look. So it’s just natural that with all of the new varieties of purple roses that are avail-able that it’s going to be strong.”

The popularity of Tangerine Tango, Pantone’s 2012 color of the year, will continue into 2013, he adds. “Orange is vibrant, it’s prevalent, and it’s probably going to be a real strong one for Valentine’s as well,” Jackie says. In the past, Jackie says they would order 85 percent red roses and 15 percent other colors. Growers couldn’t give away colored roses, which were much less costly than red roses at the time. Now, the balance is about even, Jackie says, and as other colors have become more popular, the price has increased along with it.

The amount of colored roses fl orists invest in and make available to custom-ers depends on the shop location and target market. For instance, consumers in suburbs may have more traditional tastes compared to those who live in cities.

Colors are also appealing to couples who haven’t quite reached the “I love you” phase of their relationship. College students and young

Designer: Jackie Lacey, AIFD, CFD, PFCI Experience: 30 years

Exposure/Achievements: Formerly owned retail shops in Tennessee, Texas and South Carolina; AIFD National Membership Committee Co-Chair; award winner in nu-

merous competitive fl oral design competitions

COLOR Spectrum

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adults are concentrat-ing so hard on their education, careers, and building their lives, Jackie says, that they aren’t committing to love relationships until much later. Depending on what color list you look at, colored roses possess specifi c meanings and sentiments. Yellow roses can symbolize joy and friend-ship, orange can signify desire and enthusi-asm, and pink can convey gratitude and appreciation.

Jackie has also noticed more designs being ordered for men at holiday time, as men be-come more in touch with their emotions. “You might want something more masculine, like a purple, red, yellow and orange kind of com-bination or a more urban and contemporary

design,” Jackie suggests. Mixed arrangements are still in de-

mand, although those are more popular for Mother’s Day, Jackie says. “You’re going to sell three times more roses than you would any other fl ower,” he states. “You’ll also sell other mixed arrangements with roses in them. So there’s still the need to have

those other fl owers available as well.”Stargazer lilies are a good choice for Valentine’s Day

because they have a beautiful fragrance that many women love, Jackie says. “Roses, unfortunately, have been hybridized so they have almost no fragrance anymore,” he says.

Stock also has a nice, clove-like fragrance, and can be used either as a mass fl ower or sometimes even as a line fl ower.

Tropicals are also a fa-vorite among younger

crowds. When fl orists are

developing recipes for the holidays,

they will look for focal, fi ller and line fl owers ac-cording to the elements and principles of

design. “A variety of all of those elements

makes a well-balanced design,” Jackie says.

To create a well-balanced design, you might want to con-

sider whether to make it monochro-matic, with various shades of one hue, or

monobotanical, featuring various colors of one type of fl ower. It all depends on what type

of look you want to achieve.If you want to select fi llers that will pair well

with yellow roses, for instance, you might mix in oranges and reds to make the design hot. To make it stronger, you could stick to all yellows.

This is where the color wheel comes into play. For dyadic designs, you would use diametrically

opposed colors, such as red and green, blue and orange, and yellow and purple. A triadic design in-

corporates three hues from the color wheel whose positions form a triangle, such as yellow, red and blue.

Bottom line? There’s a whole spectrum of possibilities to ex-plore for Valentine’s 2013.

❋To gain more insights about the hot color trends for 2013, check out Pantone’s Spring 2013 Fashion Color Report at www.pantone.com.

PANTONE fashion color report | SPRING 2013

■LEMON ZEST

PANTONE13-0756

■POPPY RED

PANTONE17-1664

■AFRICANVIOLET

PANTONE16-3520

■NECTARINE

PANTONE16-1360


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MARKETING VAN WRAPS

TRENDS

TRANSFORM YOUR DELIVERY VEHICLE INTO A BILLBOARD ON WHEELS

Research tells us that one of the most cost-effective forms of advertising is a “mobile billboard.” Since delivery is a staple of a retail fl orist’s business, you have the perfect marketing vehicle (pun intended) to get out your mes-

sage and keep your brand in front of customers. Why wrap your van? Statistics from the Traffi c Audit Bureau show

that 92 percent of people notice and read graphics on wrapped vehicles, and 96 percent of people say that fl eet graphics have more impact than tradi-tional billboards. Vehicle signage garners about 8.4 million impressions in a 12-month period. And the cost per 1,000 impressions? Seventy cents. When compared to an average newspa-per’s $18.15 cost per 1,000 impressions, the marketing budget is looking pretty good.

Today’s time-crunched consumer may not see your message on traditional advertising, but when Mom is running kids to soccer and dance, she’s on the road—and she could be a captive audience.

Logos on delivery vehicles are a must, but if you want to make a splash, consider investing in a complete van wrap. Recognized as innovators of the year by fl oriology, Patti Simmerman and Sheila Bebee, owners of A Flower Can in Oklahoma City, wrapped their Hundai Accent in January 2011. “Our business has doubled,” Patti says. “Having a mobile billboard has really made a difference. We are getting customers into the store that might not normally stop.”

A Flower Can even created a game for customers that has been successful. “If a customer sees the delivery car out and about, snaps a photo and puts it on their Facebook page we give them a free rose budvase,” Patti says. “If they catch both the car and the driver, they get a half dozen roses. Customers love the hunt.”

Did You Know? BloomNet has partnered with The Color Spot to help you create high-visibility graphics for your delivery vehicles. For information, visit: www.colorspotink.com and www.mybloomnet.net/vehiclewraps.html

It’s aWrapby Brenda Simmons

SPRING FORWARDCOLOR AND VERSATILITY WILL DEFINE HARD GOOD STYLES

What can you expect for spring 2013 in terms of hard goods? David Bailys, vice president of Napco, says fl orists should

be on the lookout for products that will add a splash of color and can also be merchandised in multiple themes throughout the season. It’s also important to distinguish fads from trends, says Jackie Lacey, AIFD, CFD, PFCI, who’s on the design and product develop-ment teams for BloomNet and Napco.

“If you’re trending forward, you’re setting styles in your area, staying on top of the market, and paying attention to what’s going on, and people are going to come to you for that,” Jackie says.

While on a buying trip in China with BloomNet and Napco colleagues, Jackie noticed a resurgence of colors from his childhood, such as sea foam green, peach, blues and mauves. He also noticed Pantone’s top color for spring 2013, Monaco blue, in many products that will hit the market. And with the popularity of Pantone’s 2012 color of the year, tan-gerine tango, holding strong, fl orists can incorporate fall 2012 containers into everyday sales for 2013.

Monaco blue works well in cool palettes and is a great hue for pairing with hot primary colors to pump up the volume. The citrus palette, comprised of oranges, greens, and yellows, will carry forward as a trend for 2013. Other popular expectations for spring include Napco’s 2013 color palettes, such as “Bohemian,” consisting of bright vivid colors, and “Sophisticated Garden,” comprised of earthy hues with splashes of rich color and metal accents. “We have seen a tremendous reaction to our brighter and saturated color palette collections in everyday price point containers and vases,” David says.

“Urban/Global,” which consists of khaki, brown and stone gray accented with acid green, is especial-ly popular with younger customers. “It’s very impor-tant to get that business,” says Jim Gosdin, director of purchasing services for 1800Flowers.com. Here, an emphasis is placed on natural fl oral items.

The Napco and 1800Flowers.com teams pur-chased hard goods in newer colors to meet the needs of its global market. “We have to make sure we have something available for everyone,” Jackie says, “for every color palette, style and taste.”

To view videos on the newest hard good trends and designs, visit www.napcoimports.com.

A Flower Can of Oklahoma City gains added marketing exposure on the road.


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Crafted

It may not have the aroma of an arrangement fi lled with real blossoms, but this fun-fi lled paper bouquet could certainly appeal to your custom-ers’ artistic side, helping them impress their

recipient with the thought that went into creating a unique handmade gift.

SUPPLIES■ 12-by-12-inch

patterned paper■ Two-sided tape■ Hot glue■ Scraps of

coordinating paper■ Buttons, stickers,

embellishments■ 1/8-by-1/8-inch

wooden dowels

DIRECTIONS■ For each fl ower, cut

patterned paper into two 12-inch strips—width can be 2 inches; 1 3/4 inches wide; or 1 1/2 inches wide. Tape the two lengths of paper together to form one long, 24-inch strip.

■ Accordion-fold the strip at 1/2 inch intervals. This is easy to do with a scoring tool or the scoring groove in your paper cutter. Bring the two ends together and secure with double sided tape.

■ Press the folded piece fl at and hold together with one hand.

■ Apply hot glue to a paper circle and press the circle to the back of the medallion. Hold down to allow the glue to set and keep the medallion together.

■ For the fl ower stem, apply a little hot glue to one of the pleats on the back side of the fl ower and insert a wooden dowel. Hold fi rmly until glue sets.

■ Display in a vase like you would fl owers!

Check out the Paper Bouquet of Flowers at www.celebrations.com, in the slideshow “6 DIY Valentine’s Day Gift Ideas For Her.”

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CARE + HANDLING

CREATIVELYKeeping RosesFresh andBeautiful PAPER BOUQUET

OF FLOWERS MAKES AN IMAGINATIVE VALENTINE GIFT

Valentine roses are long distance travelers arriving dehydrated and stressed. Reducing stress maximizes performance so start with re-

specting temperature. Get boxes into the cooler and process bunches into pre-chilled solutions. Cold solutions (the same temperature as the cooler: 34-38 degrees F) fl ow fast into stems yet prevent buds from popping open. Cold bunches processed into cold solutions reduce condensation development inside sleeves and on petals. Condensation (any free water) is the gateway for Botrytis infection, so keep boxes and bunches cold and dry in the initial stages of processing.

We don’t eat off dirty plates and fl owers don’t drink dirty solutions, so always start with clean buckets. Make sure to measure when mixing fl ower solutions because under- and over-dosed solutions are a waste of money. The benefi t of using fl ower solutions is determined according to the proper ratio of acidifi ers, clarifi ers and nutrients.

What solution is best? There are a few ways to sequence solution use depending on rose freshness, turnover rate and shop protocols. One scientifi cally proven handling method is to hydrate roses six hours up to three days in a hydration so-lution that contains no glucose. For gerberas, a slow-release chlorine pill gives even better results. After the plumbing sys-tem is turned on and stems are turgid, transfer bunches into a display formula containing a limited amount of glucose.

This solution ensures that blooms have enough sugar to stabilize color and keep buds fi rm, but not pop open too fast. The fi nal step is to soak foam and fi ll vases with full-load fl ower food. This formula contains the glucose level needed to take it to the end. The idea is to turn on fl ow and then gradually increase the sugar as internal reserves become depleted.

It is also possible to process roses directly into a display solution to boost fl ow, lower pH and provide minimum glucose and then use a vase solution (the full monty) to soak foam and fi ll containers. This way, stems have the energy needed to reach their genetic longevity and perform to the end. Don’t forget to keep leaves intact as roses drink. Foli-age contains the pumps that pull solution into the blooms.

For more care and handling tips, visit www.chrysalusa.com.

VALENTINE’S DAY DIY

by Patti Allan, Celebrations.com Contributorby Gay Smith, Chrysal Technical Manager

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BLOOMNET IN THE COMMUNITY

PRESRT STDU.S. POSTAGE

PAIDRIPON, WI

PERMIT NO. 100

One Old Country RoadSuite 500Carle Place, NY 11514

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Hurricane Sandy was a superstorm in every sense of the word and its destructive forces continue to affect many lives. Yet, from the devastation come stories of kindness and com-passion…many of which involve fl orists reaching out to each other and their communities, doing what they can, selfl essly assisting those in need. Here are just a few of those stories:

■ Judy Castiglione and fellow chicks Anita Kashcak and Dana Sobko of Three Chicks in Lake Hopatcong, N.J., partnered with a local restaurant and bakery to provide gift cards, meals and fl owers to families in need. They will continue this effort through Christmas. Families receive a $50 gift card from a diner, a tray of bakery cookies, and a fl oral arrangement.

■ 1800Flowers.com driver Brian Limpert put a smile on many faces at Island Harvest’s Hurricane Relief Center at the Holly Patterson Care Center in Uniondale, Long Island, by making a special delivery of treats donated by The Popcorn Factory. “As I started to unload the pallet of candy and popcorn, the recipients came out to the truck and were so excited to see all of the snacks that were being donated,” says Brian. “With the after-effects of the hurricane and ongoing concern about gas, it was great to be able to bring such joy to the people who were displaced by the hurricane.”

■ Holbrook Florist passed out fl owers to people waiting in gas lines. “Amazing how a single wrapped fl ower handed to them brightens their faces,” says Cheryl Roman Sinisi of Holbrook Florist. “It made their wait not so bad after all and made my day spectacular to see when all is so dark one act of kindness can truly make a difference.”

■ Taz Vallas of 1800Flowers in Bay Ridge, Brooklyn, set up donation boxes at his shop and when the boxes fi lled up he sent them with his drivers over the Brooklyn Bridge to hurricane help centers in other parts of New York City. Even though destinations such as Manhattan are beyond the shop’s normal delivery area, Taz made sure to get the donations there.

To read more about fl orists’ relief efforts in the aftermath of Hurricane Sandy, visit: www.facebook.com/bloomnet.net

Helping Hands

>>> Brian Limpert of 1800Flowers.com delivers treats from Th e Popcorn Factory to a Hurricane Relief Center on Long Island.


Floriology- December 2012

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Transcript of Floriology- December 2012