October 15, 2008 | florist in the spotlight
by
Jacqueline
Despite a tough economic climate, florist Karin Crawford of God’s Garden Treasures in Tempe, AZ, (pictured here) firmly believes in the power of networking to grow her business.
“People do business with people they know,” she says. “I get multiple orders every week thanks to my networking.”
So how did she reach out since her start seven years ago? First, build on what you have. “Get to know your clients, especially people in sales like realtors or insurance brokers,” Karin suggests. "Ask them what networking organizations they’re in and ask if you can attend a meeting."
She also tapped the local chamber of commerce, then branched out to several other groups, such as the Arizona Wedding and Event Network and business referral specialists, BNI.com.
According to Karin, local BNI chapters are set up with one representative for each profession and many chapters don’t have a florist member. Her chapter gave training and networking how-to’s as well as referrals. “Within two months, I had a new corporate client.”
Another great source: eWomenNetwork.com. Participants are women who tend to have at least some disposable income, which means they match Karin’s target demographic.
godsgardentreasures.biz
Still, she acknowledges that many florists have a hard time carving out time in their schedules to attend events. “Many floral shop owners feel they can’t get out of the shop,” she says, adding that it took a while to get her staffing mix right, which allows her that time away. “It’s hard to let go and change old habits.”
But in a business where a personal touch means so much, it's vital to build and leverage your contacts. "I want people to think of me whenever they think flowers."
And here’s a top-notch tip for any event. Floral design is visual, so whenever you can, bring a sample of your shop’s work, ie a centerpiece or bouquet. After all, it’s a super way to advertise!
Finally, be aware that you’ll meet people who might not become customers for several months. Be patient and keep yourself out there. “Even if they don’t need flowers at that moment, now they have you in mind,” says Karin.
Flower Fact of the Day: Salinas, Calif., recently selected the mum as its official city flower. On Nov. 1, they’re celebrating their flower power. Read more at: http://thecalifornian.com/article/20081014/NEWS01/810140318.
06653c1e-c340-47db-beec-5d4542f44025|0|.0
September 16, 2008 | florist in the spotlight
by
Blogger
This guest post comes courtesy of Paul Brockway, an owner of Conklyn's Florist conklyns.com in Virginia.
Last week marked the seventh anniversary of the Sept. 11 terrorist attacks. On that day, Conklyn's Florist in the Pentagon Concourse was open as usual. When sirens filled the air signaling an evacuation of the building, our staff rushed out of the building without any knowledge of the terrorist air attack on the opposite side of the building. General chaos ensued.
Eventually, the physically unscathed occupants of the building returned to work. But even after seven years, the mood of the building is not the same as it was before 9/11 and it may not ever be the same for anyone who was working that day.
It is now seven years later and the first of three national memorials pentagonmemorial.org is complete. Dedicated by President George W. Bush, the Pentagon memorial honors the 184 people who perished when American Airlines Flight 77 crashed into the building.
When we volunteered to provide flowers for the ceremony, the initial response was that they could use a few small designs in front of a single podium on one side of the stage.
Frankly, I think the event planners were so overwhelmed with the details of this huge event that flowers were not on the radar. But big ceremonies, especially memorial ceremonies, need flowers as part of the healing process.
With a donation of flowers from Teleflora and hours of work by Conklyn's staff, we arrived at the memorial site with blooms to decorate the entire stage: impressive arrangements of white lilies, roses and carnations.
Working through the night, we gave the stage the beauty and comfort that only flowers can provide. As a final touch, we put a white rose bouquet just below the ceremonial bell used during the reading of the names of those who died.
The ceremony was broadcast around the world and featured speeches by President Bush, Secretary of Defense Robert Gates and former Secretary of Defense Donald Rumsfeld.
It was an honor and a pleasure to be able to contribute to this moving ceremony. As part of the Pentagon community, participating is part of the healing process for us too.
df329e6d-3896-4172-84c7-875bb18b9695|1|2.0
August 29, 2008 | florist in the spotlight
by
Jacqueline
Rich Dudley of The Bloomery Florist in Butler, PA, bloomery.com, recently wrote a smart and thoughtful post about being a florist and being part of the important times in people's lives.
As he put it: "We deliver flowers to celebrate births and birthdays, make a beautiful bride even more radiant, mark anniversaries, and even provide some solace when a loved one departs our world.
"The look on a bride's face when we show up with her bouquet, or the surprise arrival of an unexpected bouquet, makes a lot of hard work very worthwhile."
?&wid=388&fmt=jpeg&qlt=90,0&op_sharpen=0&resMode=bilin&op_usm=1.0,0.5,1.0,0&iccEmbed=0&layer=1&opac=0&layer=2&opac=55)
Rich and his wife Kathy, who have run The Bloomery for 10 years, recently became parents.
At the time I ran his comments, I didn't have their family photo but now that I do, I wanted to share it with you because it's so cute.
To read Rich's earlier post, visit: teleflora.com/FLOWERBLOG/post/For-a-florist,-marking-milestones,-sharing-surprises-are-all-in-a-day's-work.aspx.
8dfffd5e-f3dc-419e-9f7d-b6467f1a3099|2|2.5
August 13, 2008 | florist in the spotlight
by
Jacqueline
If you read my recent post on lavender or, more specifically, enjoyed the pictures, you can thank Rich Dudley of The Bloomery Florist in Butler, PA, bloomery.com, who supplied the crisp, colorful photos. (To read the lavender post, go to: teleflora.com/FLOWERBLOG/post/A-flower-that's-a-true-multi-tasker-lavender.aspx.)
Rich and his wife Kathy are co-owners of The Bloomery, and Rich was kind enough to share his views on the diversity of flowers, being a part of the milestones in people's lives, and changes in the floral industry over the last 10 years. Florists almost always have a hectic schedule but, as new parents, Rich and Kathy are particularly busy right now so I really appreciate the input.
 |
Florist Rich Dudley says being part of the important times in people's lives is the best part of his business.
|
|
Q. Why did you become a florist? How long have you been in the business?
A. Feb 1, 2008 marked our 10th anniversary in the business. My wife's family had started a flower shop several years before we began dating, so she had a little knowledge of the industry. We were interested in running our own business, and being a florist was appealing because flowers are so appealing. And, we wanted to be in a business that would have significance to people.
Q. What are the best and worst aspects?
A. The best aspect for me is being part of the most important times in people's lives. We deliver flowers to celebrate births and birthdays, make a beautiful bride even more radiant, mark anniversaries, and even provide some solace when a loved one departs our world. The look on a bride's face when we show up with her bouquet, or the surprise arrival of an unexpected bouquet, makes a lot of hard work very worthwhile.
The worst thing is that major family holidays are almost a total loss. Our daughter was born on February 16, so she's probably never going to have a big birthday party. We'll have to celebrate her half birthday in August (which is a better time of year in Pennsylvania, anyway). We're just too worn out by the time the holiday arrives; it's tough to feel festive.
Q.What do you love most about flowers? What's your favorite flower?
A. I love the diversity of colors and shapes. Flowers grow everywhere (except for the polar regions), and have adapted to an amazing variety of living conditions and ways to attract pollinators. Flowers are available in almost every color, in a tremendous variety of sizes. I love the macro lens of my camera which lets me capture fine details very clearly.
My personal favorite flower is the grape hyacinth (muscari), but I'm not really sure why. I'm in a war with some yard creature which keeps eating my bulbs. Dogwoods and lilacs would be close seconds. We didn't have lilacs in the south (where I grew up), so I'm still anxious for ours to bloom every year.
Q. Who was/is your biggest influence?
A. Top notch designers with strong businesses, such as the Rullodas and Avante Gardens, or BJ and Guenther at Bouquets. I'm inspired by their artistic ability as well as their business sense. Oberer's, Smith's of Midland and Royer's are other businesses I look to for examples of how to perform successfully.
Q. What surprises you?
A. Two things. I'm always surprised when someone is ungrateful they received flowers. It doesn't happen often, but always surprises me. Secondly is how significantly the floral industry has changed in 10 years, but how slow the majority of florists have adapted to the changes. I'm not sure how shops without a website and point of sale will stay in business in the next few years. Outstanding design skills aren't enough anymore.
Flower Fact of the Day: Ever curious about the behind-the-scenes work at a flower show? Planning and preparation is afoot for the Standard Fall Flower Show in Montgomery, Ala., an event that's still two months away. Read up at: montgomeryadvertiser.com/apps/pbcs.dll/article?AID=/20080809/LIFESTYLE/808090349.
15685e5f-1e18-4183-8681-228f4981065e|0|.0
