Best Practices for Increasing Sales and More Check this round-up of articles featuring florists and their best practices for increasing Valentine's Day sales and profits. Anything for Love: Florist Goes All Out, Ups V-Day Sales 20 Percent Rough Weather? Let Customers Know Cupid Has Snow Tires Valentine's Day Strategies Revealed V-Day Slackers? Turn them Into Feb. 15 Sales with "Exactly How Mad Is She?" graphics Fan, Tweet Your Way to Higher Valentine’s Day Sales Who’s Clocking in with Cupid? ProFlowers Not Resting on Sunday, Feb. 14 Order-Early Tactics Abound Bait Those Early Birds Small Biz Lover Courts Big Media with The 3/50’s Valentine Star-Studded 'Valentine's Day' Gives Florists Chance to Shine Taking Valentine’s Day Movie to Heart What’s ‘Valentine Day’ Without 15,000 Roses? Heart-Stopping Bouquets Don't Have to Break the Bank (PDF) Help the 20-somethings in your market make an affordable expression of love, with under-$50 floral offerings. Floral Management challenged PFCI florists to come up with designs to fit the bill. See their designs in the January issue of Floral Management, in the Business of Design column. Prepare for Valentine’s Day Media Questions Florist’s ‘Don’t Send Flowers,’ Command Raises Eyebrows, Sales Countdown to Cupid: Get Busy Getting in the Mood Saturday’s All Right for Me (PDF) Business of Design Recipes, p. 50 (PDF) More Promotional Ideas

Peer Advice

• The Valentine's Day Playbook
  (To access Playbook ordering information, scroll down to "How-to Marketing Kits" on the Marketing Materials page.) Created and proven effective by florists, this must-read manual includes buying guides, task lists, employee-recruiting tips, delivery strategies and more.
  

• Valentine's Day Roundtable Discussion
  Have an e-conversation with other florists about challenges, successes, plans and opportunities.

• Sales Surveys
  After each holiday, SAF surveys members to gauge sales. Check out key findings on contributing factors to sales increases, as well as product and promotional mixes.

Media Advice

• Customizable Sample Press Releases
  Send the media a press release on the emotional benefits of flowers and plants to generate publicity, and you'll position yourself as the local expert.

• Handling the Media
  Some tips to help you prepare for reporters and make the most of the opportunity to gain valuable coverage.
  

• How To Do Right By the Media... So They'll Do Right By You
  Suggestions on what makes a good news source.

• Potential Media Questions & Answers
  While you can't always anticipate the exact questions you will be asked in an interview, here are some potential questions and answers to get you thinking about how you might shape your response.

• Fact Sheet Regarding Growing Practices and Worker Conditions in South America
  SAF has visited dozens of farms in Colombia and Ecuador. Here is a fact sheet that provides detail on growing conditions.

• Roses Are Not Toxic (PDF)
  The American Council on Science and Health debunks the media myth that claims roses are toxic to consumers. Visit the American Council on Science and Health.

• Interview Like a Pro
  Interviews with print or broadcast media are usually excellent opportunities to increase your business' name recognition and appreciation in the community. Even if they arise from unpleasant circumstances, interviews offer a chance for you to get your views heard. Here are a few general suggestions to improve your interviews.

• Interviewing Do's and Don'ts
  Knowing how to conduct effective interviews can make all the difference in getting your message across successfully. Whether for newspaper, radio or television interviews, consider these do's and don'ts when talking to reporters.

• Test Orders
  In the past several years, there have been numerous examples of "test order" stories during major holidays where reporters pose as consumers ordering flowers.

www.aboutflowers.com

Use content on the Valentine’s Day section of www.aboutflowers.com in newsletters and your Web site. It covers:

• 2010 Trends

• Popular Valentine's Day Arrangements
  

• Rose Color Trends
  

• Roses Trivia
  

• Factors Affecting Rose Prices
  

• Care and Handling of Roses
  

• Valentine's Day Statistics

Report Harmful Publicity

Some gift competitors choose to promote their products by making negative references to floral gifts. SAF responds to bring the industry's concerns to the offender's attention, and you can make a difference, too. Find out how to handle harmful publicity.