Many AIFD members turned out for the Society of American Florists' (SAF) 126th Annual Convention, Sept. 22-25 in Orlando. They and other attendees left with "long-lasting souvenirs: resolve, results-getting ideas and real connections with other industry members that will keep their businesses headed out of the recession."
SAF kicked off a convention after the worst economy since The Depression, with a keynote speaker who danced across the stage, mimed a bit and told a room full of business owners to "look, listen and love" their way to a better business. And the best part? Victoria Lebalme managed to parlay that New Age, motivational speak into advice a flower shop owner can put to use. She showed audience member the hazards of hyper-focusing on one thing, getting caught in conveyor=belt work mentality, and interrupting or "pouncing" — habits that keep you from tapping into whatever emotion consumers want to express with flowers and whatever passion keeps you going. That theme was repeated throughout the convention: the emotion behind flower giving and the potential for florists –who are listening– to sell that feeling.
Get over your social media fears.
If you think Twitter, Facebook, YouTube and blogs are silly, be warned that without a social media presence, it's your business that won't be taken seriously, by the media, other vendors or increasingly Web savvy consumers. That's what Mandy Majerik AIFD, PFCI, of HotHouse Designs in Birmingham, Ala., told attendees during the social media panel. Majerik tweeted her way into the pages of Southern Bride. "Show your attitude, show off your work and always, always, always give some of that Facebook love back" to other businesses, vendors and customers," she said.
Make your design your brand.
People can buy flowers anywhere, so the only way you're going to stand out is with your design and your service, Tim Farrell AIFD, AAF, PFCI, told attendees of his seminar on profitable design. That doesn't mean stuffing your arrangements with flowers to hide your mistakes or letting designers let "excess" pass for "expensive." The owner of Farrell's Florist in Farrell Drexel Hill, Pa., then showed a series of arrangement pairs, with one being overstuffed and losing the shop money and the other with far fewer flowers yet the same or even more of an impact. Farrell enjoined attendees to use the cost sheets at every design station so designers know exactly how much money they have to spend on flowers.
Stay on top of bridal trends.
Ian Prosser AIFD, AAF, PFCI, of Botanica International in Tampa, and a co-panelist for the session Wedding Trends and Tips, said he reads dozens of bridal, fashion and lifestyle magazines and doesn't miss a "chick flick." It's all in the name of being in the know on whatever idea a potential bride might float his way. "If the bride says she's wearing a Pucci dress, then I need to know what that is. If she wants a bouquet just like Sarah Jessica Parker's, I have to know what that means, and if I don't it looks like I don't know what I'm talking about.
Other points attendees left the convention with included:
1.Open your eyes, ears and heart.
2.Don't be afraid to run (and play) with the big boys.
3.Steal ideas — or at least borrow them.
4.Stop leaving money on the table.
5.Give employees unexpected rewards.
6.Don't keep varieties a secret, and
7.Celebrate your peers.
Parting with their laptops for a rare moment to pose after their standing-room-only social media panel are florists Georgianne Vinicombe of Monday Morning Flowers & Balloon Co., Mandy Majerik AIFD, PFCI, of HotHouse Designs and Rick Canale of Exotic Flowers.
Source: American Institute of Floral Designers
