HEADLINES

Marriott Removes Negative Reference, RadioShack Considers Floral Industry’s Concerns

Two major companies are rethinking their promotional strategies after receiving letters from SAF about their negative Valentine’s Day campaigns:

Marriott: A member alerted SAF to the hotel chain’s Guest Folios that read, “Instead of giving a dozen roses, give your Valentine dozens of choices!”

SAF e-mailed Marriott’s headquarters on Jan. 24, and asked it to eliminate the reference to flowers. On Jan. 25, Joanna Todd, Marriott's vice president of global partnerships and promotions, called SAF. "It wasn't our intent to disparage the floral industry,” Todd said. “We do apologize and we will change the messaging. Thank you for bringing this to our attention." Todd also pointed out that Marriott supports the floral industry and has a promotional partnership with FTD.

RadioShack: Two members alerted SAF to RadioShack radio commercials that say “don’t buy flowers; flowers don’t last long.”

SAF faxed a letter to the company’s corporate office urging it to eliminate the reference to flowers. Charles Hodges, RadioShack’s director of media relations, replied via e-mail: “I'm confident the intent was to pay tribute to flowers and candy as Valentine's staples, yet offer alternative electronic gift selections from RadioShack. However, I'll admit the radio spots are pretty direct in their reference to flowers. The good news is that we have other marketing materials that mention flowers only in a positive light. … we suggest that you can incorporate both flowers (and candy, etc.) into your Valentine's gifts, and we suggest capturing images of the flowers with digital devices in order to preserve the pleasant memories. Our upcoming television commercials will show a person taking pictures of flowers in various settings ... in nature, in a museum, etc., in order to create a digital flower presentation. … I assure you our marketing team is fully aware and understanding of the concerns that have been expressed.”

SAF also contacts local companies on behalf of members.

Jean Jungle:  A member alerted SAF to a billboard in Scarborough, Maine, advertising local designer jeans shop Jean Jungle. Its sign read: “Chocolates melt, Flowers wilt, Jeans last forever.”

After receiving a letter from SAF, Kathy Bouchard, Jean Jungle’s manager, called SAF. “It was never our intention to cause a negative impact on other businesses in our small community,” she said. “We are really sorry.” Bouchard said the company will change the sign’s wording.

SAF is the voice of the industry and responds to instances of harmful floral publicity. Alert SAF to negative floral references by faxing (703) 836-8705, e-mailing jstromann@safnow.org or calling (800) 336-4743. As much as SAF can provide support on a national level, local businesses can also make a difference. For tips, visit http://www.safnow.org/content/category/7/68/118.

--Morgan Schimminger
mschimminger@safnow.org

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Sam’s Club Now Offers Fair Trade Roses Online

Looking to keep in step with the sustainability and social consciousness movement, Sam’s Club, the warehouse club division of Wal-Mart, has announced it is now offering Fair Trade Certified roses online  — just in time for Valentine’s Day.

Although the program is launching just before the February holiday, it will continue year-round and the products will only be available online, according to Susan Koehler, a Sam’s Club spokeswoman.

A dozen red roses for Valentine’s Day is $64.44, while the price for Valentine’s Day bouquets such as a dozen bicolor roses or rainbow roses is $60.72.

A Jan. 22 Sam’s Club press release states, “Unlike many flowers that may be delivered through a distribution center, Fair Trade Certified flowers ship directly from the farm.” It added that farm-direct flowers have a longer-lasting vase life because the “direct shipping reduces stress on the flowers.”

According to Koehler, the Fair Trade Certified roses are from farms in Ecuador and distributed through Miami-based InBloom Group, which represents the socially conscious farms in that region.

Sam’s Club also sells fair trade mixed bouquets on its Web site.

Meeting Participation for National Standard Wanted

SAF CEO Peter Moran is urging the industry's growers to participate in a Feb. 29 meeting that could ultimately influence what's considered the "green" growing practices for floriculture.

The Draft National Standard for Trial Use, which would certify a company's products as sustainable, is being considered by the American National Standards Institute (ANSI) to become a national standard by 2010. As part of the process, representatives from all parts of the industries affected by the standard are invited to offer their input in the process.

Already two "informational" teleconferences have been held, and on Feb. 29 a meeting will take place in Arlington, Va., which all "stakeholders" are invited to attend.

"There's a lot of energy going into this. It's much better to be at the table defining your future, versus having somebody defining it for you," Moran says.

Johna Roth, project manager at the Leonardo Academy, says meeting attendees will "learn about the ANSI process and the elements of the draft standard" along with being able to express their concerns and thoughts regarding their specific fields of interest in the industry.

Moran identifies several concerns from industry members based on the current draft standard: a lack of clarity over what defines organic versus sustainable practices; the absence of support in the draft standard for the use of biotechnology; and equating organic practices with "best agricultural practices."

SAF fully supports sustainable business practices, says Moran, but the practices have to be achievable and based on proven science.

"If these standards are going to have a lifespan in this industry, business owners need to be comfortable that the standards are attainable in way that ultimately won't put them out of business." Moran says.

The Leonardo Academy is encouraging producers, farm organizations, environmentalists, government representatives, labor rights organizations, distributors and consumer organizations to participate at the February meeting in Virginia.

"Attendees will gain an understanding of the ANSI process of developing a National Standard which will allow them to make a more informed decision about their level of involvement in the process" Roth says. "The draft standard will be discussed and attendees will be introduced to the eight elements of the Standard."

--Kori Kamradt
kkamradt@safnow.org

 
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Light Brown Apple Moth Gets Reaction From USDA

The United States Department of Agriculture released $74.5 million in emergency funding to continue efforts in California to stop the spread of the light brown apple moth (LBAM). The funding was largely a result of strong support from the State of California and from agricultural groups including SAF, California Cut Flower Commission, Western Growers and California's floriculture and nursery, fruit, vegetable and grape growers. Announcing the decision on Jan. 24, Acting Agriculture Secretary Chuck Conner said, "Because of the intensive pest control efforts in 2007, the light brown apple moth has been contained in the initial quarantine area which has resulted in lifting control quarantine restrictions in two of the 12 infected California counties."

The light brown apple moth, a pest of quarantine significance, was first found in Alameda County, Calif., last spring and soon after was identified in 11 other counties. Since then, USDA and the California Department of Food and Agriculture have continued cooperative eradication efforts. Canada and Mexico have both imposed limited quarantines, which continue. USDA will initiate a 50-state national detection survey to verify that the pest is not present elsewhere in the U.S.

The pest is of particular concern because it has a very wide host list of over 2,000 plant species, according to Lin Schmale, senior director of government relations for SAF. "USDA's release of the funding at this time is significant," says Schmale, "because it will allow trapping and eradication to continue in California and, hopefully, prevent further spread." For more information, contact Lin Schmale, lschmale@safnow.org

--Kate Penn
kpenn@safnow.org

 
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Immigration Briefings

Employers confused and overwhelmed by the new "E-Verify" employment eligibility system may want to take advantage of some upcoming seminars on the topic. The Essential Worker Immigration Coalition (EWIC), of which SAF is a member, has announced three briefings around the country for business owners. The briefings will allow business owners to meet representatives from the Departments of Homeland Security and Justice regarding worksite enforcement issues and the "E-Verify" electronic employment eligibility system. The seminars will be held in Chicago on Jan. 29; in Santa Monica, Calif., on Feb. 5; and in Atlanta on Feb. 22.

--Kate Penn
kpenn@safnow.org

 
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NEWSMAKERS

Woman's World Tells Readers: "Treat Yourself to Flowers"

Flowers really are the ultimate mood enhancer, according to Woman's World magazine. The Jan. 28 issue encourages its readers to "treat yourself to flowers." In an article called "Feeling blue? Flip on your happiness switch!" the article tells readers: "Their pretty blossoms will perk you right up!" The Woman's World article generated nearly 5 million consumer impressions.

The article cites the Home Ecology of Flowers Study. Conducted at Harvard Medical School and Massachusetts General Hospital, the study shows that people feel less anxious and depressed, and more compassionate when there are flowers in the home. Media pick-ups of the Home Ecology of Flowers Study and its findings are a direct result of strategic public relations conducted by an alliance of SAF and the Flower Promotion Organization (FPO).

--Morgan Schimminger
mschimminger@safnow.org

 
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Teleflora Searches For "America's Favorite Mom"

Teleflora, along with Redbook and Hearst Magazines, announced it is partnering with NBC on a new reality television series to find "America's Favorite Mom" in honor of the 100th anniversary of Mother's Day.

--Kori Kamradt
kkamradt@safnow.org

 
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Rachel Ray Shows Says: Buy Early, From a Florist

Today's Rachel Ray show espoused the virtues of ordering early for Valentine's Day and, for last-minute orders especially, using a reputable source, like a retail florist. Check it out here.

--Kate Penn
kpenn@safnow.org

 
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BELIEVE IT OR NOT

Flowers and Football?

With all the talk of this weekend’s big football game, who would have guessed that flowers would be among the most popular media discussions?

Last week the NFL’s MVP, Tom Brady, quarterback for the New England Patriots (one of the teams gearing up for Super Bowl XLII this Sunday), received a lot of attention for delivering a white flower bouquet for his girlfriend, supermodel Gisele Bündchen.

The popular quarterback was photographed sporting a foot cast and carrying a wintry arrangement of mixed ferns, baby’s breath, white carnations and roses down a sidewalk in Greenwich Village toward Bündchen’s residence. Aside from the health of the football player (he insisted he’s fine and that he’d “have to be on a stretcher to miss this one,” referring to Sunday’s game), the question on everyone’s mind was, “what’s the occasion?” because the flowers weren’t for her birthday — it’s in July, not January.

VALENTINE'S DAY NOTEBOOK

Florist to Reward Virginia Primary Voters

Steve Papoulakos is hoping to capitalize on the record turnout in primary elections. The president of Vogue Flowers in Richmond, Va., is offering a voter’s special where citizens who cast their vote in Virginia’s Presidential primary on Feb. 12, are eligible to receive $5 off of all cash and carry as well as delivery orders. To claim the discount, voters just have to visit a Vogue Flowers location and display their “I Voted” sticker. The discount is not available on phone orders or online.

“It’s becoming evident that the Virginia Primary is becoming more important,” explains Papoulakos. “Because February 12 is just prior to Valentine’s Day, it might create a buzz and add some interest to the elections.”

Papoulakos has placed several ads in Richmond newspapers to alert potential customers to this special promotion. “I hope that this will generate more business,” he declares.

This marriage of flowers and the political process is a great way to provide customers with the opportunity to multitask. For more savvy business ideas, visit SAF’s Sales and Business Tools at http://www.safnow.org/content/section/9/45/.

--Morgan Schimminger
mschimminger@safnow.org

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Last-Minute PR Tips for Valentine’s Day

Make your business stand out from the competition for the consumer's dollar this Valentine's Day, by seizing opportunities for local coverage. Here are a few quick tips to implement in the next 5-7 days:

• Send a press release via e-mail to targeted local newspaper, TV, and radio reporters that highlights certain aspects of the holiday. It can reference the different colors of roses or connect a fun tie-in to reinforce the day for lovers. Use content from SAF’s consumer Web site. Offer to let key reporters see the behind-the-scenes of shop preparations or ride along on your deliveries. This could result in great free publicity for your business.
• Don’t have time to send a release? Send a quick e-mail note (with flowers) to a few key reporters letting them know you are available as a resource for their V-Day stories. Let them know you will open your shop to them for a behind-the-scenes look. See how one florist accomplishes this coverage in our Hands On section of February's issue of Floral Management magazine.
• Partner with a radio station focusing on men for a contest where listeners call in and tell how they met their sweetheart. The listener with the most romantic story (decided by the radio host) receives a dozen roses for his Valentine. In exchange for providing the flowers, you receive free on-air mentions of your shop. See how Floral Management's 2007 Marketer of the Year turned a radio partnership into dozens of extra orders for Valentine's Day 2007.

For more helpful marketing ideas or tips for interviewing with the media, head over to the Industry Promotion section of the SAF Web site.

--Morgan Schimminger
mschimminger@safnow.org

 
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Making Heroes Out of Early Orderers

What does it take to get consumers to order flowers for their loved ones early? Clay Atchison III, president of McAdams Floral in Victoria, Texas, has tried incentives like free candy and free delivery, "but never with much success," he says. So he's taken the mere gesture of ordering flowers early and spun it into a marketing gimmick.

--Kate Penn
kpenn@safnow.org

 
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TRENDS AND TIPS

S.C. Florist Unveils New Line for Valentine’s Day

A slowing economy isn’t stopping Tiger Lily Florist from introducing a new luxury line of flowers just in time for Valentine’s Day, called “Black Market Designs”. The Charleston, S.C., shop’s premium line, with price points between $150 and $350 for an arrangement, falls in line with the luxury items the local natives crave, says owner Manny Gonzales.

“If you have a Nordstroms, Godiva Chocolatier and Lexus dealer in your town, there should be at least one florist providing these arrangements,” he adds.

On its Web site and in a press release sent to the media, the shop boasts the new line’s specialty blooms: “From lobster claw and peonies to chocolate cosmos and ‘Black Forest’ calla lilies, Charlestonians, notorious for their taste in blooms thanks to the city’s historic heritage of courtyards, gardens and plantations, will now have access to arrangements available in only a few major cities around the world.” Gonzales also says each arrangement will feature a card describing where each bloom in the bouquet originated.

Black Market Designs, which officially launches in February, “is a way we can increase sales while not diluting our brand by introducing other products (chocolate, coffee, plush, etc.),” Gonzales says. “I think florists sometimes underestimate our client’s desires — we don’t want to do that.”

The Web site promotes the new line’s “pavé design technique” and that flowers “are shipped to us overnight, then one of our two talented ‘Black Market Designers’ creates something special.”

For more on the power of the non-traditional arrangement for Valentine’s Day, turn to Business of Design and Hands On sections in the February issue Floral Management magazine.

MARK YOUR CALENDAR

Important Hotel Information for Congressional Action Days

Planning on attending the SAF Congressional Action Days in Washington, DC, Feb. 25-26? Don't forget to reserve your room at the Fairmont Washington hotel. The cut off date for the hotel is Jan. 31! Please call the hotel directly at (202) 429-2400 and mention SAF Congressional Action Days to receive the group rate. SAF has discounted rates of $209 single/double and $249 deluxe, plus local tax, so make your reservations today. Click here for more details.

--Laura Weaver, CMP
lweaver@safnow.org

 
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On the Horizon

• Deadline for SAF Awards nominations and PFCI and AAF applications: Feb. 1, 2008.

• Valentine's Day: Feb. 14, 2008 — prepare by visiting SAF's Valentine's Day Resource Center.

• SAF's Congressional Action Days: Feb. 25-26, 2008, in Washington, D.C. Register online.

• SAF's Pest Management Conference: Feb. 28-March 1, 2008, in Atlanta. Register online.

• SAF Palm Beach 2008: Sept. 17-20, 2008, at The Breakers in Palm Beach, Fla.

 
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REGULAR FEATURES

Product Spotlight: Federal Express

Partner with FedEx and save up to 21 percent on select FedEx Express shipments and up to 15 percent on select FedEx Ground shipments. All you have to do to take advantage of this special offer is enroll online in the FedEx savings program for SAF members. Already have an existing FedEx account? You can easily enroll in the program using an existing account number. Discounts will be immediately available for use after confirming your enrollment. Go to http://www.fedex.com/saf and enter passcode CY9FU713 or click here for an enrollment form. For more information, call the FedEx Association Advantage Hotline at (800) 475-6708.

--Morgan Schimminger
mschimminger@safnow.org

 
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Discussion Forums

One member was interested in balloon inflators. She was wondering if there were any better deals out there. If you think you can help her out, click here.

Another member has been asked to teach a continuing education class in floral design and was looking for a lesson plan.

There was a helpful response posted regarding a member's search for advice involving a personnel matter. The respondent suggested reinforcing the team aspect of the business while not dissuading the employee from making artistic contributions. Read the full exchange on our forum.

Or start your own discussion.

--Morgan Schimminger
mschimminger@safnow.org

 
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REGULAR FEATURES

Recession Fears Trump Confidence in Government Plans

The response to last week’s e-poll was pretty striking. A little more than 65 percent believe that we are inevitably headed towards a recession this year. Only slightly more than 18 percent had faith that the current actions of the federal government will head off a recession while more than 16 percent admitted they weren’t quite sure what the future holds.

--Morgan Schimminger
mschimminger@safnow.org

 
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Valentine's Day 2007: Doomed by the Weather

Last Valentine's Day, 35 percent of retail florists reported Valentine's Day sales had declined compared to the year before. When asked to attribute that decline in sales to a list of factors, one factor stood out among all others: the weather, chosen by 80 percent of participants. The next highest negative factor — chosen by comparatively fewer participants, 29 percent, -- was competition from mass marketers (29 percent). Other factors identified as having had a negative impact on sales included: online floral vendors (26 percent), order gatherers (16 percent), non-floral gift vendors (13 percent) and the wire services (11 percent). A decline in wire-in orders (19 percent), the health of the regional economy (17 percent), the cost of goods (10 percent) and fuel and energy costs (10 percent).