ALEXANDRIA, VA — If you had walked into Dandelions Flowers & Gifts in Eugene, Ore., last fall, you would have seen something a bit unusual: Nearly 40 colorfully designed bras prominently displayed around the showroom and ready for customers to vote on (and giggle over) as they supported breast cancer research and the Willamette Valley Cancer Institute and Research Center.
In the center of the activity was owner and Society of American Florists (SAF) President Shirley Lyons, AAF, PFCI, who planned the event and then gave interview after interview (after interview) to local reporters who loved the fundraising idea, and the local business connection. Throughout the event, and in every single story, Lyons sent local customers a message: “Dandelions is YOUR local florist. Come on in.”
What got Lyons thinking about an innovative in-house event and gave her the media savvy to pull off those polished, pitch-perfect interviews? SAF conventions.
“People around town always say, ‘Wow I see you in the news all the time,’ and that is the direct result of a PR session I attended at an SAF convention,” said Lyons. “[After one particular convention], we made a number of changes in how we market our business, one of them being developing events that pique the media’s interest,” including the successful Bras for a Cure.
Twenty years after attending her first SAF convention, Lyons said she still gets just as inspired by the packed schedule, exhibitions and opportunities for networking and industry friendship. Thinking of making the investment in education for yourself this year? Lyons says, go for it. We checked in with her to find out why:
SAF: What drew you to your first convention?
Shirley Lyons: After nearly 25 years in business, I needed inspiration. I didn’t know a single person on that trip! But during the first day, I met Lori Wheat, AAF, from Lafayette Florist in Colorado, now a wonderful friend, whose business I have visited many times. It was hard to take the plunge, but totally worth it. I now have hundreds of friends and contacts in this industry.
SAF: How have these contacts influenced your business?
SL: I’ve visited wholesale contacts I’ve met at conventions to learn how they operate their businesses in markets larger than mine. I’ve picked up some invaluable tips for technology, care and handling, and marketing, which I’ve implemented [on a much smaller scale] in my shop.
Getting to know growers has improved my understanding of the fresh product I work with, not to mention the many issues that segment faces and the costs involved in production. This has allowed me to better educate my employees who in turn educate our consumers. I also get good talking points for the media.
SAF: How have those talking points helped you in your business?
SL: I learned how to speak to reporters on camera and how to write a press release that will make an editor want to bite. I’ve netted way more money in Dandelion’s Flowers and Gifts’ PR value than I ever spent on convention registration!
SAF: Any other stand out programs that have had a lasting impact on your business?
SL: Every year I find at least one new favorite item at the Premier Products Showcase. We’re 100 miles from the nearest wholesaler, so it’s invaluable to actually see these products in person and talk to florists who’ve used them.
Likewise, all the technology sessions have been beneficial. It’s great to have a finger on the pulse of emerging programs and trends, and hands on lessons make it much less intimidating.
Non-floral experts, such as former Disney exec Dennis Snow [keynote speaker at SAF Palm Beach 2012], have inspired me with their success stories and real world experiences that anyone who deals with customers can adapt.
SAF: You’re not from a super-sized business, yet from time to time, you’ve brought an additional employee with you. How do you justify the expense?
SL: When you have two heads taking away the information, the chance you will implement them quadruples! You don't need to take the time to "sell" an idea to a skeptical manager; that employee is already fired up and on-board. Sometimes you get stuck in the four walls of your store and lose touch of how big and vibrant the floral industry is. It’s good to remind your staff and give them pride in what they do to contribute to the big picture.
SAF: Which sessions in this year’s educational line-up are you most excited about and why?
SL: Connie Turner’s “Help Wanted, Lawsuits Need Not Apply” is one session I’m really anticipating. The human resource issues we face today are huge. Keeping abreast of these changing rules is critical. I know I need refreshers. Our city is implementing a new mandatory sick leave ordinance that will make this even more critical, and I would never "find" the time to do this on my own.
SAF: How about speakers? Who are you most interesting in hearing?
SL: Barry Gottlieb from Coaching the Winners Edge should be very inspiring. Kristine Kratt, AIFD, PFCI, and Bill Schaffer, AAF, AIFD, PFCI, will showcase fantastic designs and emerging trends that any shop, regardless of size, should be able to use, either in event work or visual merchandising. Having renowned designer Rene van Rems, AIFD, interpret design elements to create looks that will attract customers will be very special. I’m expecting to gain a whole new perspective on the industry from Thomas Goldsby, Ph.D., of Ohio State University, with his macro trends session.
SAF: Any tips for first-time attendees?
SL: At the end of every convention on my plane ride home, I go through my notes and prioritize my top 10 ideas. From this, I create a list of five to try in my first 10 days back. I don’t always get through them all, but I keep a file of convention notes and lists from year to year. I often sift through these during slow summer months to find new ideas I can roll forward.
To find out more about SAF Marco Island 2014, Aug. 13-16, and to register, go to safnow.org/annual-convention
Source: Society of American Florists (SAF)
