Utah Could Act on Deceptive Listings

Thanks to observant and fast-acting SAF members in Utah, the state's Department of Commerce is looking into legislation against deceptive listings. "I don't think consumers even know what is going on," Francine Giani, director of the Utah Department of Commerce, told SAF. "We want to see what's out there, and maybe we will move forward with changes in our legislation."

Giani was featured in a May 3 investigative news report -- "Investigation: Customers Not Getting what they Pay for in Flower Orders" -- on Salt Lake City's NBC affiliate, KSL.

Utah members alerted SAF to KSL commercials promoting the report: "... Eyewitness News Investigative Reporter Debbie Dujanovic discovered a secret side to ordering flowers. She spent hundreds of dollars ordering bouquet after bouquet. And every time, she got taken. You could be cheated... and never know! Uncovering the flower fake-out."

Hours before the story aired, SAF called and faxed information to KSL about deceptive listings: "Our assumption is that your story focuses on fictitious phone listings ... Currently, 22 states have legislation against this practice, making it illegal to knowingly misrepresent the geographic location of a business. Utah is not one of them." SAF also gave the station advice to help consumers choose a local professional florist.

After receiving word from SAF, the story's producer called and explained the actual nature of the report: "We're urging viewers to watch the report. Consumers need to make sure they're getting the Mother's Day flowers that they pay for," says KSL reporter Kelly Just. "The story urges consumers to shop with real florists, not 'virtual florists.'" Just gave Giani the information SAF had sent the station.

Get more information on deceptive listings. To report harmful publicity, e-mail jstromann@safnow.org; fax 703-838-8705 or call (800) 336-4743.

--Jenny Stromann
jstromann@safnow.org

 
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SAF Responds to Harmful Mother's Day Publicity

SAF is busy this week responding to negative references to flowers made by other gift competitors and the news media. Here's a synopsis of some of the biggest offenders we have seen so far:

Claremont Resort and Spa
"I'll never send her flowers again." This closing line in a radio commercial didn't last long on KNBR 68 in San Francisco. After receiving a letter from SAF, the Claremont Resort & Spa in Berkeley, Calif., removed the flower reference from its Mother's Day commercial, apologizing for "any problems this may have caused your members."

Joanne Lee of Berkeley Florist in Berkeley, Calif., reported the commercial, and her husband talked to someone in the marketing department and was assured it would be removed.

MyPoints.com, Inc./Vermont Teddy Bear Company
MyPoints.com, a loyalty programs provider, sent an e-mail on behalf of the Vermont Teddy Bear Company (VTBC) with the subject: "Send the Creative Alternative to Flowers This Mother's Day." SAF contacted MyPoints and has not received a reply.

Although the VTBC's marketing director has told SAF that it has no plans to change the tagline, "A Creative Alternative to Flowers," industry members are voicing their disappointment to VTBC.

Ric Trujillo in Seattle received this e-mail response from a VTBC customer service representative: "In fact Calyx Flowers is one of our Sister Companies and is run out of our Vermont Teddy Bear factory. It is merely a creative way of letting our customers know that there are alternatives to flowers for special occasions."

SAF sent Calyx a letter during Valentine's Day regarding promotions for one of its Web sites, www.luxuryroses.com, which said its product is "fresher than is available from your corner florist shop."

Bob Opalecky with Gary's Flowers and Gifts in Oneonta, N.Y., spoke with a VTBC customer service representative: "She agreed that the subject line really did seem to be more than a little bit 'floral industry bashing' on the part of Vermont Teddy Bear."

Tulsa World
"I am sorry that you felt the story somehow focused criticism on florists," writes Cathy Logan, editor of Tulsa World's Spot, Scene and Travel section. "I have forwarded a copy of your letter to the editorial board for submission for publication in the letters to the editor column."

SAF contacted the newspaper about its May 8 article, "Love her a bunch: Fresh-cut gift ideas for Mother's Day." The article makes negative remarks about the longevity of flowers. See the article and SAF's response.

At press time, SAF has not received responses from the following companies:

Linens 'n Things: In-store pre-recorded announcements say "A Mother's Day gift from Linens 'n Things will last longer than last year's flowers ..."

Sharper Image: E-mail ads read: "Mother's Day gifts guaranteed not to wilt ... instead of the usual flowers and chocolates, the Sharper Image will help you find the gift that's perfect for your Mom."

Sterling Jewelers (operates Kay Jewelers, Jared the Galleria of Jewelry, Belden, JB Robinson and Marks and Morgan): A JB Robinson radio commercial in Chicago features a girl and her father saying they're not giving mom flowers for Mother's Day because mom is a florist; instead, they'll give jewelry.

SuddenLink: Newspaper ads and direct mail pieces for the cable broadband systems operator show flowers and read: "Don't give the same old thing this Mother's Day."

The Wireless Catalog: An e-mail advertisement reads: "Don't send flowers -- give gifts mom will cherish."

Best Buy: SAF contacted the company in April about its direct mail piece.

Frustrated by a news story or advertisement? Report negative references to SAF at jstromann@safnow.org, fax 703-838-8705 or call (800) 336-4743.

--Jenny Stromann
jstromann@safnow.org

 
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ABC Show Rates Flowers, Ignores Florists

Despite an ordering glitch, 1-800-Flowers.com seemed to come out on top during a Mother's Day test order story this week on ABC's "Good Morning America."

The morning news show pitted online floral vendors against each other in the story, which aired May 7, also testing flowers from Martha Stewart Flowers, FTD.com and Proflowers.

While 1-800-Flowers' $79 arrangement was "the most expensive," Elisabeth Leamy, the show's consumer correspondent, praised the roses' "rich and pink" color, noting the buds "held up well." 1-800-Flowers, however, failed to fill a subsequent test order. (The order was canceled because the company suspected fraud, but 1-800-Flowers never contacted Leamy about the cancellation.)

As for the others:

• Martha Stewart Flowers, like 1-800-Flowers.com, failed to fill a second test order; however it "provided an impressive bouquet" initially. The roses in the $65 arrangement were the first to wilt. 

• FTD.com got points for a "funky yet chic striped vase." However, Leamy ordered a dozen roses but received only six, which never opened, and a bunch of lilies in her $53 arrangement. FTD responded, saying, "Clearly a mistake was made with this order and we apologize. FTD stands by its 100-percent satisfaction guarantee."

• One of the roses in Proflowers's $50 arrangement arrived decapitated -- "despite the card that said 'packed with care by Catalina.'" The arrangement included a care booklet.

The story did not review orders placed directly through local florists, to the frustration of several florists who posted comments about the story online.

"This story hit close to home," says Joe Zagone, a second-generation florist and a co-owner of Steger Flower Shop in Steger, Ill. Zagone added his comments to the online edition, encouraging readers to shop for flowers from florists. "The American florist is suffering right now. I'm very small, trying to make a living, and we just seem to be losing so many orders to firms that are advertising like they are guys down the street."

SAF also responded to the story, writing in part: "There are many options for ordering flowers, providing the convenience and service busy consumers demand today. While your report focused on the experience ordering from four major online floral retailers, it is important to note that there are nearly 23,000 retail florists' shops across the country. Local professional florists are committed to providing excellent product and service."

Test order stories have included local shops in the past. SAF advises florists to treat every order as if it could end up on the front page of their local newspaper or featured on a major news network. 
 

--Mary Westbrook
mwestbrook@safnow.org

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Read All About It: Florist Scores Big

Just in time for Mother's Day, a Sarasota, Fla., florist got a welcome injection of free publicity. Art Conforti of Beneva Flowers got a glowing profile on the front page of his local newspaper.

"In Conforti's world, everybody buys flowers at some point, especially this week, especially from Thursday through Sunday, when he will have 30 delivery trucks on the road doing 800 deliveries a day, hustling to fill the crush of orders during the Mother's Day rush," writes Bill Hutchinson, a Herald Tribune reporter, by way of introduction. Read the full story.

Hutchinson goes on to describe the shop today, its history and Conforti's outgoing personality, including his tendency to ask strangers where they buy their flowers.

"After the story came out, people kept coming up to me, saying, "So, where do you buy your flowers?'" Conforti says with a laugh. "It's the word on the street. It caught on like a commercial."

While Conforti's no stranger to working with the press, he didn't know ahead of time that the story would receive such prominent placement -- and he didn't have much time to prepare for the two-hour interview. The reporter called about a day in advance, based solely on the shop's reputation.

"The truth of the matter is, I didn't send out a press release and I'd never met [the reporter before]," Conforti says. "What really attracted him was our branding. When you brand your business and give back to the community, the word gets out. We try to turn heads. Not just with product, but service, too."

Did your shop make the news this Mother's Day? We want to hear about it. E-mail your story to vmachir@safnow.org.

--Mary Westbrook
mwestbrook@safnow.org

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Florists Donate Flowers to Moms, Kids

Mother's Day has been an official U.S. holiday for more than 90 years -- and yet florists are still finding new ways to put a unique spin on the holiday. Here's a sampling of innovative ideas we've heard about, so far, this year:

Babooka's Pleasant Grove Florist in Texarkana, Texas, is planning to give away 30, three-rose bouquets on Saturday to mothers who have children or husbands serving in Iraq or Afghanistan. The shop's  local radio station is promoting the effort to get people to sign up by providing free advertisements.

Walter Knoll Florist, headquartered in St. Louis, runs a free program for kids called "Look What I Made." Every Saturday at 2 p.m., children under 12 are invited to create a floral bouquet at Walter Knoll retail florist stores. Children can sign and attach a card and give the bouquet as a gift.

Of course, during this "mother" of all weeks, E-Brief editors did not want to call florists to solicit ideas; however, subsequent issues of E-Brief will include recaps of successful holiday promotions. Tell us your story: E-mail Vanessa Machir at vmachir@safnow.org.

--Vanessa Machir
vmachir@safnow.org

 
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Interview with Ease

Mother's Day presents a great opportunity for local florists to get some positive media coverage. Check out SAF's tips for making the most out of an interview. Also, given the growing interest in environmentalism, some reporters may ask about the industry's growing practices. SAF has developed a fact sheet  to help you answer questions. 
  

--Kate Penn
kpenn@safnow.org

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FTD Reports Revenue Increase

FTD Group, Inc. has reported via company press release that its consolidated revenue for third quarter fiscal year 2007 grew $54.3 million, to $182.9 million (42.2 percent), compared to revenues of $128.6 million for the same period in 2006.

The International Segment, comprised of Interflora which was acquired in July 2006, achieved revenues of $53.6 million -- a large portion of the company's overall revenue growth.

The Domestic Consumer Segment also attained revenues of $80.2 million, compared to revenues of $75.7 million in the same period for 2006 ( a 6 percent increase). The company attributes this growth to a 4.1 percent increase in order volume.

The Domestic Florist Segment, however, reported revenues of $49.1 million, compared to $52.9 million during the same period of the prior fiscal year, which is attributed to decreased clearinghouse order volume, reduced container sales and a decrease in fresh flower sales resulting from the loss of a large customer contract.

--Vanessa Machir
vmachir@safnow.org

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Hit us with your Best Shots

Calling all creative florists: Floral Management magazine is looking for pictures of great displays from your shop. Before you tear down your springtime or Mother's Day motifs, take a picture and send it to kpenn@safnow.org.

--Mary Westbrook
mwestbrook@safnow.org

 
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Florist Wins Design Competition

Shannon Conner of Schluter Floral in Durango, Colo., was the first place winner of the Wedding Bouquet Design Contest at the Colorado Retail Florists Association Floral Expo in Denver. Nearly 30 designers competed for the prize. (Winning bouquet pictured above).

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To Get Bigger, Home Depot Gets Small

Home Depot is testing five smaller-format stores in the San Francisco Bay area, according to a recent story in the Atlanta Journal-Constitution. The new stores, a "fraction of the size of a regular Home Depot" (typically up to 100,000 square feet), will likely appeal more to homeowners and weekend warriors than professional contractors, experts say, because the product mix has been narrowed to exclude large items such as lumber and push design projects in homes and gardens. The smaller format also lets the company move into crowded areas where space is a premium and could help it avoid building restrictions in areas that eschew mass merchandisers.

"This is the perennial challenge for retailers," Jason Feldman, senior director of merchandising for Home Depot, said to the newspaper. "We're constantly in a quest for space."

Home Depot has tried several formatting changes in the recent past to accommodate changing consumer preferences (smaller stores, more service) and intense market competition for the home-improvement dollar. Some of those experiments have been successful -- such as the Expo Design Center chain -- while others have failed -- such as the now defunct Villager's Hardware and idling Landscape Supply divisions.

"Of all the things Home Depot has tried, this is the one that makes the most sense because it's a logical extension of the business, and it gives them the format to compete directly with Ace Hardware and True Value," said Frank Dell, a consumer products consultant in Stamford, Conn.

--Mary Westbrook
mwestbrook@safnow.org

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Eco-Awareness Unlikely to Attract Employees

Promoting your recycled glassware or water-conservation efforts might earn you kudos from your local green community, but don't expect your eco-savvy practices alone to attract top-notch job seekers.
 
"We've seen an increase recently in the number of job seekers who want to work for 'green' companies, or companies working in industries that are helpful to the environment," says Adecco USA's chief career officer, Bernadette Kenny, according to the Society for Human Resource Management (SHRM) in Alexandria, Va. "However, when it comes to taking less compensation for those jobs, not everyone is willing to make that leap unless they are younger and just starting out in their careers."

According to a study recently conducted by Adecco, 70 percent of U.S. workers know that their employers have an environmental policy.  Slightly more than half of U.S. workers think that their employers should be more environmentally friendly; only 22 percent said their companies do enough or too much when it comes to being "green."

Eco-friendly actions, according to SHRM, "can take various forms, from placing recycling receptacles in the company lunch room to reducing an employer's landfill waste to providing employees with cash incentives for switching to hybrid cars."

--Mary Westbrook
mwestbrook@safnow.org

 
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Florists Involved in Community Efforts

Seventy-eight percent of readers responding to last week's e-poll said they participate in efforts to beautify their local community. About 22 pecent said they do not.

--Vanessa Machir
vmachir@safnow.org

 
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Product Spotlight: Floral Accounting 101

So the very idea of doing your accounts makes your head spin, and you have hired an accountant to help you keep your financials on track. But how do you help him or her understand the flower-specific elements of the job? Easy. Download SAF's Floral Accounting 101. This four-part series was created specifically for florists and their accountants, and the articles have been written by an accountant, so they will be both informative
and easy to understand.

--Vanessa Machir
vmachir@safnow.org

 
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Talk on the Forums

A member asked recently for a forum where e-marketing experiences can be shared. In response, SAF has started one and to kick it off, we're posing these questions: How do you collect your e-mail lists, and what kinds of e-marketing messages are you sending customers? Weigh in.

Also on the forums:

Roses
New programs

Start your own discussion.

--Vanessa Machir
vmachir@safnow.org

 
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Mother's Day Competition

Competition for the Mother’s Day floral dollar comes from many sources, according to the results of SAF’s online survey last year. Florists attributed their competition to the top three sources about evenly: order gatherers (24 percent), other local florists (24 percent) and supermarkets (20 percent). Lesser competitors included online florists, non-floral businesses, wire services, toll-free telephone florist businesses and miscellaneous outlets.

Source: SAF online survey of retail florists with email addresses. Based on 503 responses (response rate = 13.6 percent). Conducted May 17 - 30, 2006.

--Ira Silvergleit
isilvergleit@safnow.org

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