Letter from FTD CEO

Michael SoenenDear FTD Members,

I am proud to be leading FTD during thisexciting time. With more than eightyears of service to the company andthis industry, I have personally experi-enced the evolution of the industry andlook forward to working with you tocontinue to provide solutions that helpdrive the success of your business.

The past few years have built incredible momentum forFTD Members and it is my singular goal to keep this momentum going. With new competition joining the marketplace, the entire FTD team is working harder thanever to ensure that FTD Members are the key beneficiariesof changes in the industry.

I look forward to seeing many of you again and meetingsome of you for the first time, at our annual Conventionand Floral Extravaganza in July at The Venetian Resort andCasino in Las Vegas. Until then, you can reach me 800-788-9000 x2504 or by email at msoenen@ftdi.com.

Thank you for your continued support of FTD.

Visit www.FTDi.COM for all FTD events and education programs.

July 16-18, 2004Oklahoma State Florists' Association Convention

Tulsa Convention Center · Tulsa, OKFeatured FTD Design Program: "Gifts of the Earth"

presented by FTD Design Instructor Toomie Farris AIFDFor registration information, contact the

Oklahoma State Florists' Association at 888-482-4496.Look for FTD Team Members Donna Spaulding, Celeste McCarthy, Terry Thiel and Dave Mellin.

July 23-25, 2004Arizona State Florists' Association Convention

Hilton El Conquistador Resort & Country Club · Tucson, AZFeatured FTD Design Program:

"Creative Everyday Designs with an Asian Flair" presented by FTD Design Instructor John Klingel AIFD

For registration information, contact Claire Ortloff AIFD at 520-742-1409.

Look for FTD Team Members Amy Lepore and Steve Sproule.

July 23-25, 2004Texas State Florists' Association Convention

Renaissance Hotel · Austin, TXFeatured FTD Design Program:

"Everyday Designs with the Look of Today" presented by FTD Design Instructor Kim Morrill AIFD

For registration information, contact the Texas State Florists' Association at 512-834-0361,

or visit their website at www.tsfa.org.Look for FTD Team Members John Hurdt, Cheryl Costello, Joe Arbona, Jayla Love, Terry Thiel and Celeste McCarthy.

July 24-25, 2004Virginia Professional Florist Association Convention

Doubletree Hotel · Charlottesville, VAFTD sponsored Sunday Luncheon

For registration information, contact Ginny Helsing AIFD at 804-748-7865.

Look for FTD Team Member Bill Winckler.

July 26-28, 2004The FTD 2004 Floral Extravaganza!

The Venetian Resort & Casino, Las Vegas, NVSee page 9 for more details!

July 30 - Aug. 1, 2004South Carolina Florist Association Convention

Embassy Suites · Columbia, SCFeatured FTD Design Program: "Economical Elegance" presented by FTD Design Instructor Jeff Corbin AIFD

For registration information, contact Edith Rish at 803-791-0300.

Look for FTD Team Member Cindy Brookman.

July 30 - Aug. 1, 2004WesTexas New Mexico Florist Association Convention

Holiday Inn Hotel & Suites · Odessa, TXFeatured FTD Design Program:

"Use it up, Wear it out, Make it do or Do without!" presented by FTD Design Instructor Tina Stoecker AIFD

For registration information, contact Katrina Holloway at 800-753-1142.Look for FTD Team Member John Hurdt.

22 FTD Newsletter – June 2004

Upcoming Eventscontinued...

FTD

Upcoming EventsFTD

July 3-7, 2004AIFD Symposium

New York Hilton · New York, NYDesign Program featuring FTD Design Instructor

John Klingel AIFD, underwritten by FTDFor registration information, contact AIFD at 410-752-3318

or visit the AIFD website at www.aifd.org.

July 10-14, 2004OFA Short Course

Columbus Convention Center · Columbus, OHFeatured FTD Design Program: "Clearly Profitable"

presented by FTD Design Instructor Kathy Mustard AIFDFor registration information, contact OFA - an Association

of Floriculture Professionals at 614-487-1117, or visit their website at www.ofa.org.

Look for FTD Team Members Cindy Riffe, Steve Huebner,Dawn Deran and Doug Parks.

3

Member HighlightsFTD

FTD Newsletter – June 2004

FTD Partners with Flowers Canada - Atlantic Convention Canadian FTD Members gath-ered at the Flowers Canada - At-lantic Convention in Frederic-ton, New Brunswick. Hundredsof florists benefited from theconvention including a keyhighlight - the FTD-sponsoreddinner event where floristsgathered and networked.

First FTD Mother of The Year Award AnnouncedThis Mother's Day, FTD was ex-cited to announce the first annualFTD Mother of the Year Award,which was awarded to JoanneBrundage, founder of Mothers &More, a national advocacy andsupport non-profit organizationfor mothers.

The Elmhurst, IL-based mother ofthree founded Mothers & More in1987 after the birth of her secondchild and currently serves as itsExecutive Director. Mothers &More is dedicated to improvingthe lives of mothers through sup-port, education and advocacy.They address mothers' needs asindividuals and members of soci-ety and promote the value of allthe work mothers do. Starting as asupport group in Brundage's living room, Mothers & More is

now a nationwide support and advocacy network with over 170chapters and more than 7,500members coast to coast.

The FTD Mother of the YearAward is part of the celebrationand recognition of all mothers on Mother's Day. FTD was pleased to recognize Joanne Brundage as the most notable in theChicagoland area this year, representing all mothers. The criteria for this award is based onnurturing qualities of mother-hood, leadership by examplethrough personal and profes-sional growth, demonstration of qualities that make a differencefor women and mothers in the community, as well as mainte-nance of a strong emphasis on the importance of her role as

a mother and her relationship withher family.

"I am delighted to accept thisaward in recognition of my workas an advocate for mothers nationwide through Mothers &More and as a mother, doing whatall mothers across the country do-striving to balance the needsof my family, myself, my work andmy community," stated JoanneBrundage. "It is truly exciting and encouraging to see such an important company as FTD recog-nize the contributions of all moth-ers' work to our society, withinand outside of the home, paid andunpaid, on Mother's Day andevery day."

The FTD Mother of the YearAward drew media attention from

across the U.S. The presentationof the award, which took place atFTD Member City Scents inChicago, IL, was filmed by localand national network televisionshows and was showcased inprint and online media outlets aswell.

FTD Member City Floral Celebrates Centennial Anniversary Congratulations to Ralph Quaas,owner of City Floral in Everett,WA, for celebration of 100 yearsof serving the Everett commu-nity. Quaas' father J. HerbertQuaas co-purchased the 29-year-old business in 1933 andbrought his son, Ralph, on boardin 1966. The business experi-enced relocation, expansion andchange, and through all the family business innovated intoeach shifting time.

To celebrate 100 years in thecommunity, Quaas began plan-ning his event two years prior.The event welcomed former employees and longtime cus-tomers to the local theater for a transformation back to 1904with sounds and news featuringvaudeville, barbershop, jazz andsongstress. Quaas stated thatthose invited were the peoplewho were responsible for CityFloral's growth and existence for the century of business. Congratulations!

FTD Member Ralph Quaas celebrates hisshop's centennial anniversary.

Kari Quaas, Cindy Walters, Ralph Quaasand Renée Rose. Rodgers and Rosehave enjoyed working with City Floral asdesigners for more than 20 years.

FTD Member Brad Deware of MMaaccAArrtthhuurr''ss FFlloowweerr SShhoopp pauses for aphoto.

Right: FTD Field Business ConsultantCarolyn Cloran joins Eva Van De Riet ofRRoossee BBoowwll FFlloowweerrss aanndd GGiiffttss in Shube-nacadie and Elmsdale, Nova Scotia bythe FTD display at Flowers Canada'sevent.

FTD Mother of The Year Award winnerJoanne Brundage and FTD MemberTheresa Montana of City Scents inChicago, IL at the award presentation.

Angela of TThhoorrnnee''ss FFlloowweerrss in Frederic-ton, New Brunswick waves at the FTDsponsored dinner.

Education HighlightsFTD

The Importance of Quality Communication By FTD Design Instructor John Klingel AAF, AIFD, PFCIIn my opinion,our quality of life is determined bythe quality ofcommunicationwe have withourselves andwith other peo-ple. I believe that

the single most important thingwe can do for our businesses andourselves is to learn to communi-cate clearly.

In these ever-changing times ofmass marketers and roadsidevenders all retail florists have leftto sell is service, quality productand talent. So, how we communi-cate that to our customers is vitalto profitability and these are thepersonal ingredients you willneed:

ENTHUSIASMIt is intriguing for a customer totalk to a sales person who is ex-cited about what they have to sell,especially if that item is a phan-

tom product. It leaves the buyerwith the impression that if theydon’t purchase it they are reallymissing out.

PASSIONThe root of all success and thecatalyst that keeps body, mindand spirit in motion. Passion iswhat gives us the desire to learnand grow everyday.

CONCERNSimply caring and taking an inter-est in each customers needs andthen following through with theirrequests because as well all know,people do business with peoplethey trust.

PLANNINGPlanning is the sound directionand clear communication thatachieves tomorrow’s success.Through strategic planning anddirection, you tell your customers“we take pride in our work and doeverything possible to ensurequality”.

BUILD TRUSTWin the trust of your clients by charging appropriately forproducts and services, and thenadvise them to spent up whichwill benefit both the sender andthe recipient. Underselling is oneof the most common reasons forcustomer complaints.

SHARESharing information and tell yourcustomers about the productsyou use such as floral preserva-tive and ant transparency sprays.That way, they’ll know that theyare receiving the best cared forflowers and plants around.

COMMUNICATE YOUR SUCCESSESThere are also unspoken mes-sages that we communicateeveryday. Your involvement in local organizations, industry ornon-industry, and communitygroups such as the Chamber ofCommerce, Kiwanis or Rotaryprovide excellent vehicles toshare your passion and businessethics. I have always been a big

believer in displaying awards ofrecognition and accomplishmentin the shop. As the customersbrowse the shop they can seehow involved you are in yourcommunity and business.

EDUCATEAt my shop we did a “featuredflower” of the week. This is another way to educate and pro-mote the use of fresh flowers. Doa little research on your featuredflower and share that history withyour customers. I found that cus-tomers were always interested inwhat certain flowers representedand why many people were sosentimental about flowers. It’s agreat way to get excited aboutyour product and learning is fun!

In times of uncertainty I think it is important to communicateclear messages to all of your customers. Showcase enthusias-tic, passion, concern and giveyour customers and team mem-bers the inspiration they need to shine.

John Klingel AAF,AIFD, PFCI

Fresh Ideas From FTD Fresh FlowersFTD Fresh Flowers has beenworking closely with membersand the industry's best farms tobring fresh ideas direct to FTDMember shops in order to in-crease your efficiency and helpyou become more profitable. FTDFresh Flowers now offers severalprograms catered to FTD Mem-bers' needs. Read on to find outmore about FTD JAWS, the 1/8thBox Program and FTD BrandPacks and more!

FTD JAWS - JUST ADD WATER & SELL!Each one of these very saleablebouquets arrive hand-tied in abouquet sleeve. All you have todo is simply give them a fresh cut,remove the sleeve and you havean instant vase arrangement!With minimal fluffing you save onlabor expenses and eliminatewaste that typically ends up onthe floor. What's more, it leavesmore time for your designers to

focus on high-end work. (Notavailable in Canada.)

1/8TH BOX PROGRAMA great mix-and-match programthat offers you some of the bestflowers from Columbia, Ecuador,Peru and much more! As thename suggests, the flowers areshipped in a smaller box called an1/8th Box. It's a great way to stockyour shop with a larger variety offlowers without having to pur-chase large quantities. You canchoose either or more varieties offlowers to ship in one shipmentfrom a list of over 509 types offlowers. (Available in Canada.)

FTD BRAND PACKSMake codified arranging easy!Our Brand Pack Program ensuresthat you'll always have enoughproduct on hand to create FTDHoliday Codified arrangementswhen demand is at its peak. Each

Brand Pack includes a shippingoverage to guarantee sufficiencystock. Greens are not included inthe Floral Brand Packs. (Please callfor availability in Canada.)

LUCKY BAMBOOLuck Bamboo is a sign of goodfortune in China and a wonderfullyunique gift idea that's gaining inpopularity throughout the westernworld. It's a very low maintenanceitem to round out your gift selec-tion and you can order it from FTDFresh Flowers in bulb numbersalong with ceramic containers.(Not available in Canada.)

HOLIDAY STOCKFTD Fresh Flowers always offers awide variety of flowers to antici-pate all of you needs throughoutthe holidays. It's the perfect com-bination of variety, quality and asalways, guaranteed freshness.(Select items available in Canada.)

1/8th Box Program4 FTD Newsletter – June 2004 Call FTD Fresh Flowers at 800-767-4000 Today!

Member ServicesFTD

5FTD Newsletter – June 2004

FTD Offers Free Credit Card Processing EvaluationDid you know that most creditcard processors charge you ahigher rate for telephone orderswhen you key in the credit cardcompared to in-store orderswhere you can swipe the card?This is unfortunate since mostflorists receive 70% of their ordersover the phone, unless you are anFTD Florist. Through our creditcard program, we offer you one

low rate regardless of whether thetransaction is a keyed in or swipedtransaction.

Call FTD today at 800-788-9000ext. 4262 for a FREE credit cardprocessing evaluation. Let us help you secure better rates and save you more money by processing your credit cards with FTD.

With FTD, you receive one lowrate and can process all cardtypes on one terminal. Plus, youcan utilize your existing equip-ment and receive one simplestatement for all credit card trans-actions.

Join FTD's credit card program today and start saving money onyour monthly rates.

Remember…you can earn bothDollars and Scents rebates andCash-Flo rebates by sending yourdomestic and international wireorders FTD! Contact the FTDcredit card department at 800-788-9000 ext. 4262 or your localFTD Business Consultant for fur-ther details.

Need Convienience? Join Flowers All Hours TodayConsumers want conveniencewhen it comes to shopping andthat could be at 10 AM or 10 PM.With FTD Flowers All Hours(FAH),your shop can be open 24 hours aday, 7 days a week to collect orders from new and existing customers.

Plus, many florists have been ableto reduce their employee head-count costs by hiring Flowers All

Hours to answer their phones.They have been able to do so byutilizing Flowers All Hours every-day, not just during the holidaysor after hours.

Think of the convenience of send-ing your phone calls to FAH whenyour shop is working on a big order or if you have five peoplelined up at the cash register. Don'thire and train additional staff

during the holidays to answer thephone. Let our FAH staff handlethose calls for you.

Give your business an edge bybeing available for your cus-tomers 24 hours a day, while being able to reduce your costs.Plus, our highly trained sales associates can add more moneyto your bottom line by upsellingon every order.

Call your local FTD Field BusinessConsultant today to learn moreabout FTD's Flowers All Hours orcall FTD at 800-423-0675.

Drive More Consumers To Your Florists Online Web SiteFTD is very excited to bring you a great money-saving opport-unity to advertise your FloristsOnline Web site. Now, FTD provides its Members access toleading yellow page online directories, including: Yahoo! YellowPages, AOL YellowPagesand Switchboard.com.

Sign up today to list your Web sitein all three of these yellow pagedirectories for only $67.50 permonth*. That's a savings of 50%off the retail advertising rate of$135 per month.

In Canada, the cost is also 50% off

the retail rate or only $99 per

month* to be listed on AOL Yel-lowPages, YellowPages.ca andSuperPages. More than 8 millionflorist category searches are per-formed annually in these onlineyellow page directories. Don'tmiss out on this opportunity to advertise your Web site for 50%off the retail rate.

Contact your FBC or call FTD

Florists Online at 800-576-6721 to

order your listing today.

*Requires one-year service com-mitment and billed monthly on your FTD Clearinghouse State-ment.

Put FTD to Work for You!Have you met the FTD Employee?If not, contact your local FTD Busi-ness Consultant (FBC) and havethem introduce you. We knowyour largest cost and biggestheadache is labor, so we have de-veloped the perfect solution foryou with the FTD Employee.

For only about $10 a day, you canhire the FTD Employee. This employee works non-stop, sevendays a week, 24 hours a day and

even holidays by working 365days a year. The FTD Employee isready to assist you in growingyour business by being fullytrained to get started right on day one.

Remember, the FTD Employeeworks 365 days a year so yournew employee will never be sickor take a vacation. Plus, this employee will not require any additional costs for health bene-

fits. And compared to risinghourly wage costs, the FTD Employee works for only $10 aday or less!

Contact your local FTD BusinessConsultant (FBC) to learn moreabout how the FTD Employee can save you time and money,while increasing your revenuesand profits.

Hire the FTD Employee to:• Answer your phones 24 hours a day

• Create and manage your own custom Web site

• Process credit cards and secure low rates

• Cut operational time and build sales through technology

Floral Selections GuideFTDFloral Selections GuideFTD

6 FTD Newsletter – June 2004

FTD is excited to bring the NEW Floral Selections Guide to FTD Members - it's our best ever, more visual, more informational and more customer friendly! It's the ultimatewish book fresh with inspiration for your customers and salesbook for you!

We Couldn’t Have Done It Without You!

Thanks for your feedback. All of your input and suggestionswere used when building the new and improved 2004 Selections Guide.

FTD Members will receive their New FTD Floral SelectionsGuide in August.

Included in your kit

Floral Selections Guide - It's the ultimate consumer guide. Withlavishly photographed full-color pages of floral designs forevery occasion and every taste. All impressively showcased ina durable new binder that will stand up to lots of use (and if itdoesn't we'll replace it at no cost to you).

DESIGNERS WORKBOOK It's so easy to use - whether you're executing the designs or need a quick reference. From recipes to pricing guidelines,it's all there on durable laminated pages so you can make notations, even erase them, without you new workbooklooking any worse for wear.

FLORAL SELECTIONS GUIDE CDYou'll appreciate the updated features - including a streamlinedsearch mechanism and easy-to-export recipes and images.

SUGGESTED RETAIL PRICE LISTCalculated with our pricing formula based on the latest industry standards.

PRICING STICKERSEnough to price your book with FTD SRP's or your own prices.

The Floral Selections Guide CDThe 2004 CD lets you review images and close-up details ofthe arrangements so you canprice them accurately or showproduct to your customers rightfrom your computer terminal.

This year's release includes:

SEARCH FEATURES• We've streamlined the search

mechanism so you can findarrangements easier - by arrangement number or name.

• The customer arrangementsearch lets your customers view big, bright visuals of all FTD Floral Selections in a user-friendly window without revealing cost or markup data.

PRICING FEATURES• You can change the price of a

single item in an arrangementand/or universally update that price for all arrangements.

• Markup capabilities let you select product markups foreach section, arrangement anditem.

• The arrangement item tablestores recommended prices for each component by season.

EXPORT CAPABILITIES• Easily copy all recipes, item

pricing information and images (for web or print use) right toyour computer!

NEW this yearBOUQUETS OF THE MONTHWe've created a bouquet to makeevery month of the year special. Usethem to build standing orders withyour customers.

CELEBRATIONS SECTIONWe cover them all - from birthdays, babies and anniversaries, to home entertaining and prom.

IMPROVED INDEXESThe Selections Guide index comesconveniently pre-punched to fit insidethe binder. And now, both Workbookand Selection Guides indexes let youcross-reference arrangement names,number and page numbers.

Announcing The NEW FTD® Floral Selections Guide

THESE FLORAL CASKET SPRAYS

MAKE IMPRESSIVE STATEMENTS

IN A FULL RANGE OF SIZES.

102

S26-3803 18"h x 52"w x 21"d 46h x 132w x 53d cm

S26-3802 15"h x 36"w x 19"d 38h x 91w x 48d cm

S26-3804 18"h x 60"w x 22"d 46h x 152w x 56d cm

103

S26-3807 22"h x 60"w x 24"d 56h x 152w x 61d cm

S26-3806 18"h x 52"w x 24"d 46h x 132w x 61d cm

S26-3805 14"h x 36"w x 20"d 36h x 91w x 51d cm

sympathy F O R T H E S E R V I C E

celebrations B I R T H D AY

C50-3440 19"h x 15"w 48h x 38w cm

C50-308225"h x 12"w 64h x 30w cm

C50-3463 14"h x 16"w 36h x 41w cm

68

C50-3522 24"h x 17"w 61h x 43w cm

best seller

C50-3746 71⁄2"h x 10"w 19h x 25w cm

A COLORFUL BOUQUET IS THE PERFECT WAY TO MAKE A BIRTHDAY EXTRA SPECIAL– WHETHER YOU’RE

LOOKING FOR A THOUGHTFUL GIFT, OR SETTING THE SCENE FOR A PARTY.

69

78

prom

C55-3897 8" length x 2"w 20 length x 5w cm

C55-3896 11" length x 2"w 28 length x 5w cm

C55-3901 6"h x 41⁄2"w 15h x 11w cm

ARMBAND AND WRISTLET CORSAGES ARE

MORE POPULAR THAN EVER. NOT ONLY

ARE THEY A MORE MODERN LOOK, THEY’RE

PERFECT WITH STRAPLESS DRESSES.

79

C55-3898 11"h x 8" dia. 28h x 20 dia. cm

C55-3899 11"h x 9" dia. 28h x 23 dia. cm

C55-3900 6"h x 5" dia. 15h x 13 dia. cm

2

WE’VE CREATED A BOUQUET TO MAKE EVERY MONTH OF THE YEAR SPECIAL. EACH ONE MAKES A

THOUGHTFUL GIFT– OR BETTER YET, SET UP A STANDING ORDER WITH YOUR FTD® FLORIST TO AUTOMATICALLY

DELIVER THEM TO THE RECIPIENT OF YOUR CHOICE FOR THE NEXT THREE, SIX OR TWELVE MONTHS.

bouquets of the month

JANUARYB1-3700

FEBRUARYB1-3701

MARCHB1-3702

APRILB1-3703

MAYB1-3704

JUNEB1-3705

JULYB1-3706

AUGUSTB1-3707

SEPTEMBERB1-3708

OCTOBERB1-3709

NOVEMBERB1-3710

DECEMBERB1-3711

6 FTD Newsletter – June 2004

AUGUST!coming in

7FTD Newsletter – June 2004

Mercury TechnologyFTD

Automate Your Business With FTD MercuryWould you like to harness FTD's Mercury Technology in your shop?

Looking for a way to Increase Employee Productivity?

Want to Streamline and Grow your business?

Then plan on attending a Mercury Technology Show-case coming soon to yourarea!

Over the next few months Mer-cury Technology will be con-ducting more than 50 Technol-ogy Showcases across the U.S.and Canada.

Come join us and discover how to:• Make the best use of

technology within your floral business

• Generate new business opportunities with each customer you serve

• Minimize operational costs, while providing world-class service to your customers

Agenda includes: • Welcome Reception • Presentation: Overview of

POS • Introduction to FTD Mercury

& Mercury Advantage • Hands-On System

Demonstrations • Question and Answer

Session

Please contact your FTD FieldBusiness Consultant to seewhen we're coming to yourarea and sign up today!

FTD Mercury is an easy-to-use,Windows-based shop manage-ment solution that cuts overheadand handles the time-consumingtasks of your floral business.Spend less time on record-keep-ing, order and cash managementand more time on the activitiesthat make you money. Marketingactivities that bring new cus-tomers to your shop and buildsales to existing customers.

This one simple system includesthree powerful modules, eachdesigned to help you streamlineand grow your business, in-crease sales, save time and generate more profits.

ORDER MANAGEMENTThis shop management systemspeeds service, significantly re-duces labor costs and simplifiesaccounts receivable functions.

MARKETINGFTD Mercury arms you with oneof the most vital tools in market-ing; precise and accessible customer database information.You can increase both your salesand profits by using this detailedinformation to create cost-effec-tive, results oriented direct marketing campaigns.

FINANCIALSThis trusted module can simplifyyour business finances, identifyyour most profitable areas of operation and interface with theoptional General Ledger to beyour personal accountant.

DO MORE WITH FTD MERCURY.• Reduce operating costs

and time• Minimize Order Processing

Time • Automate Your Transactions• Reduce Design Costs• Evaluate Your Business With

Simple Reporting• Find Florists In Seconds

INCREASE REVENUE• Improve Productivity• Increase Employee Efficiency• Simplify Accounting and Sales

Analysis • Customize Marketing

Programs

For a FREE customized quote on aFTD Mercury System, or to arrangea demo, call 1-800-767-3222 or e-mail FTD Mercury Technology attechnology@ftdi.com.

8 FTD Newsletter – June 2004

9FTD Newsletter – June 2004

FTDMarketplace

Excitement is Blooming with the FTD 2004 Floral ExtravaganzaThe FTD 2004 Floral Extravaganzatakes place July 26-28, 2004 at the luxurious Venetian Resort and Casino in Las Vegas, NV. High-lights of the event include a strongschedule of technology, businessand design education, the indus-try’s largest trade fair and headlin-ing act Jay Leno – all included inthe low registration fee. Addedevents and features include qual-ity seminars by popular businessspeakers Bob Negen and GaylonPyle, creative design seminars bythe FTD Design Team and an op-portunity to gather with progres-sive thinkers through FTD FOCUS.

FTD is excited to announce newprogramming added to the sched-ule of education seminars includ-ing “Develop a Whiz Bang! Staff”by Bob Negen. This program ex-plores that a super can be created

by any shop owner or manager byrecruiting great people, hiring thesuperstars, training them effec-tively, motivating them constantlyand disciplining them fairly.

Don’t miss the AIFD "Steps ToMembership" Business presenta-tion on Tuesday morning. Thisprogram supplies all the informa-tion you need to become a member of the American Instituteof Floral Designers (AIFD).Through discussion, a slide pres-entation, live evaluation of designwork, and a question and answerperiod, you will learn the detailsfor making this next step in yourfloral career.

Another highlight of the business

programs includes “Pricing Mar-

gins and Costs of Good Sold: The

Two Keys to a Florist’s Profitabil-

ity” presented by Gaylon Pyle.

This program will offer direction

on how to price for profit, deter-

mine your Cost of Goods Sold

Challenges, and provide strate-

gies that will start you on the road

to immediately improving your

Cash Flow and Bottom line.

Creative design programs willdraw an incredible attentive audi-ence featuring “Magnificent Mer-chandising Makes Money”, “Basic

and Trend” and the “Cent of Flow-ers”. Fresh new ideas will bloomwith FTD Education programs, aswell as networking events.

FTD FOCUS, a progressive mem-ber program that promotes dynamic networking insightful education programs to motivatedprofessional florists for futuregrowth and development, is hold-ing an innovative brainstormcalled “The Leading Edge” in

conjunction with the FTD 2004Floral Extravaganza. Forwardthinkers will gather for idea gener-ating and later in the evening net-work at one of the famous Las Ve-gas hotspots called “Ghost Bar”.Register separately; call 800-788-9000 ext. 6240 or email conven-tion2004@ftdi.com to register.

We look forward to seeing you inLas Vegas for the most excitingFTD Member event of the year!

Attention FTD Floral Extravaganza Attendees! Join the FTD Floral Mask Competition! NEW to the most exciting FTDMember event of the year is theFTD Floral Mask Competition,held in conjunction with the FTD2004 Floral Extravaganza. This is acreative opportunity for attendeesto get involved and showcasetheir talents!

The competition will take place onTuesday, July 27th from 7pm-7:30pm in the Trade Fair. Regis-trants into the Floral Mask Compe-tition will be responsible for allsupplies used in their entry, how-ever FTD can provide a workspace onsite upon request by the

registration deadline. Register to-day! It's FREE!

Rules and regulations to the FTD Venetian Mask Competitionare available online atwww.FTDi.COM /convention/flo-ralmaskcompetition.htm or by request at by calling 800-788-9000ext. 6240. Registration is required,however registration is FREE.First place winner will receive$1000. The runner-up will receivetwo full registrations to the FTD2005 Convention, compliments of FTD.

Competitor pre-registration is required by July 15, 2004 atwww.ftdi.com. Number of con-testants is limited. FTD reservesthe right to cancel the competitionat its discretion. All materials,shipping, product costs and onsite completion is the responsi-bility of the competitor. FTD will

provide limited workspace onsiteon Tuesday, July 27. Competitionwill take place at the FTD FloralExtravaganza Trade Fair, Tuesday,July 27, 6pm - 7pm. Winners willbe announced immediately.

"I am going to the FTD 2004 Floral Extravaganza to visitwith fellow florists, see the incredible trade fair and continue to support FTD andits efforts to strengthen therole of the independentflorist! Looking forward toLas Vegas!"

Bill CuttingKuhn Flowers, Inc.,Jacksonville, FL

"I've attended more FTD Conventions than I can possible rememberand I've come away from each one with more knowledge from thebusiness and educational seminars, in addition to the great friend-ships that we've developed with florists throughout the country de-veloped in the great networking opportunities.

This year's convention, I feel will most likely be the best ever! LasVegas is a perfect site and the Venetian is a great facility for thisevent. I've been there on several occasions, it has everything! Thetrade fair is a great opportunity to see new products and gettremendous buying deals, and again I'm looking forward to thewealth of knowledge and friendships that I'll come away with, notto mention seeing Jay Leno in person!"

Paul RaimondiRaimondi's Florist, Baltimore, MD

www.FTDi.COM800-788-9000 ext. 6240

Convention2004@FTDi.COM

"The FTD Convention is great because it brings together retailflorists from all over the county, from various-sized businesses, tolearn, have some fun and discuss issues affecting RETAIL florists.It’s the only event of its kind in the industry that focuses just on retailers!"

Greg RoyerRoyer's Flower Shop, Lebanon, PA

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FTDi.COMFTD

FTD Newsletter – June 2004

on

View the NEW Florists Online Homepage Design Options with New Interactive Demo onFTDi.COM

Visit your member website FTDi.COM and click on the "Florists Online" link in the left hand column under the"Programs and Services" grouping or go directly to http://www.ftdi.com/ftdfloristsonline/homepagedesigns.htmto view all 35 homepage design options!

Once you are at the Homepage Designs page, move your mouse over the homepage design colors and you willreceive a small thumbnail view of each design/color combination. By clicking on the design colors a new screenwill open loading the design in full view giving you an example of what it would look like to your customers!

After making your design and color selection, FTD's knowledgeable and experienced Internet staff will assist youwith recommendations on what information should be included on your web site and other suggestions for cre-ating a state-of-the art e-commerce web site.

IF you have further questions, please call 1-800-576-6721 Monday-Friday 8:30AM-5PM CST to speak to a FTD®Florists Online representative, or send a Mercury® general (GEN) message to 90-8418AA, or email us at florist-sonline@ftdi.com, and we'll be happy to assist you!

If you would like to find out more about receiving FTD.COM orders, simply call our Florist Hotline at 800-554-0993 or send a GEN message to our Customer Service Department, using shop code 90-8400AA.

During Mother's Day this year aggressive competitors continuedto bypass the florist with lowerpriced flowers shipped directlyfrom the grower. FTD offers you asolution to compete and win inthis environment with ValuePriced Roses, Single Flower Bou-quets and Tulip Bouquets. FTD experienced strong growth invalue priced flowers with an especially high consumer demandfor Roses, Tulips and GerberaDaisies.

In order to help FTD Members fillValue Program orders, FTD FreshFlowers offers incredible deals onfresh flowers to fulfill these ordersin a profitable manner. Tulip codi-fication is only valid from Decem-

ber through Mother's Day. Gener-ate incremental orders for yourshop by codifying for the ValuePriced Flower program.

To codify for these programs sim-ply fax back the last page of thismonth’s newsletter with yourchoices or contact FTD DirectoryServices at 800-788-9000 or senda GEN message to 90-0258AA.

To get pricing from FTD FreshFlowers contact FTD Marketplaceat 800-767-4000.

If you have any questions or comments, please feel free tosend them to FTD.COM by GENmessage to 90-8400AA or by call-ing the FTD.COM Florist Hotline at800-554-0993.

Value Priced Flower Program Helps Florists Stay Competitive

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Fax Back FormFTD

Stay Ahead of The Competition With Value Priced Flowers

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1. Value Priced Roses ProgramThis program currently includes the red medium stem roses at $29.99 and $39.99, but will now expand to include:• Dozen red medium stem roses with a vase ($38.99)• Dozen pink, yellow, or mixed color medium stem roses ($29.99 wrapped, $38.99 vased) • 6 red medium stem roses with a bear ($34.99 wrapped, $43.99 vased)• Dozen red medium stem roses with a bear ($39.99 wrapped, $48.99 vased)

IIff yyoouu hhaavvee aallrreeaaddyy ssiiggnneedd uupp ffoorr tthhee VVaalluuee PPrriicceedd RRoossee pprrooggrraamm,, wwee wwiillll aauuttoommaattiiccaallllyy iinncclluuddee yyoouu ffoorr tthheessee nneeww pprroodduuccttss.. If you wish to sign up or to be removed from this codification, please indicate your choices below and fax in this form.

2. Value Priced Single Flower BouquetsThis program will include:• Mixed color gerbera daisies - 12 stems for $34.99 wrapped ($43.99 vased)• Mixed color daisy pompons - 16 stems for $34.99 wrapped ($43.99 vased)• Mixed color carnations with filler - 24 stems for $29.99 wrapped ($38.99 vased)

In order to maintain codification for these items, you must fill the order with the exact number of stems indicated above. IIff yyoouu hhaavvee aallrreeaaddyy ssiiggnneedd uupp ffoorr tthhee VVaalluuee PPrriicceedd RRoossee pprrooggrraamm,, wwee wwiillll aauuttoommaattiiccaallllyy iinncclluuddee yyoouu iinn tthhiiss nneeww ccooddiiffiiccaattiioonn.. If you wish to sign up or to be removed from this codification, please indicate your choices below and fax in this form.

3. Value Priced Tulip BouquetsThis program will include:• Mixed tulips in a pail - 30 stems for $59.99• Mixed tulips - 20 stems for $39.99 wrapped ($48.99 vased)• Mixed tulips - 15 stems for $29.99 wrapped ($38.99 vased)• Red & white tulips - 20 stems for $39.99 wrapped ($48.99 vased)

In order to maintain codification for these items, you must fill the order with the exact number of stems indicated above. We will not sign you up automatically for this codification. If you wish to sign up, please indicate your choice at left andfax in this form.

Member #: __________________________ Shop Name: ____________________________________________________

Contact Name: _______________________ Signed by: ______________________________________________________

VALUE PRICED GERBERA DAISIESGerbera Daisies Assorted 100 stems$0.62 st / $62.00 box 76GERBASQ

VALUE PRICED ROSE BOUQUETSIncludes: 12 stems 40 cm Roses, 1 stemGyp and 1 stem greens

20 Bouquets 50% Red / 50% Colors $4.95 bqt. / $99.00 box 60DZRO40BD

Request must be faxed to FTD® Directory Services at 630-719-4804.If you prefer, you can contact FTD Directory Services at 800-788-9000 or send a GEN message to 90-0258AA.

VALUE PRICED BULK ROSES40 cm Roses: 125 Red / 125 Assorted ColorsPacked 250 per box $0.46 st / $115.00 box52RORECO40

50 cm Roses 100 Red / 100 Color AssortedPacked 200 per box $0.55 st / $110.00 box52RORECO50 *Orders must be placed 7 days in advance, pricing is delivered via Fedex.

Fresh Flower Value Program Pricing.Call FTD Marketplace To Order: 1-800-767-4000

✁NOW!

start

YES! Codify My Shop For The Boxes Checked Below.

EASY FAX BACKthe

form

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Mercury Technology Users GroupJuly 24-25, 2004 • Las Vegas, NV

This event is held in conjunction with the FTD 2004 Floral Extravaganza taking place July 26-28, 2004

Gain a solid foundation in: • Marketing • POS• Administration • Wire Reconciliation • Order Entry

Learn first hand about NEW FEATURES including:• Delivery Processing with Mapping • GPS• E-mail Marketing • Delivery Confirmation

Choice of Tracks Designed to Meet Your Business Needs Include:• Marketing Track • Order Management Track• Bookkeeping Track • Management Track

Seminar Tuition• $199 per person with FTD Convention Registration• $250 per person without FTD Convention Registration

Tuition includes two full days of training, seminar materials and meals.

SPACE IS LIMITED. THIS EVENT HAS SOLD OUT IN THE PAST.

EASY FAX BACK REGISTRATION 630-515-4183MERCURY TECHNOLOGY USERS GROUPSATURDAY, JULY 24 & SUNDAY, JULY 25

8AM - 5PM, $250/PERSON, $199/PERSON WITH FULL CONVENTION REGISTRATION

Please Choose:

______ Mercury Advantage ______ FTD Mercury/Wings

Attendee Name: _________________________ Shop Name: ____________________________

Member Number: _______________________ Shop Phone Number: ____________________

Registration must be faxed back to FTD Mercury Technology at 630-515-4183.