BACK TO SCHOOL

WOW, where did the summer go you ask yourself? It seems we just got Mother’s Day, Proms, and Wedding Season behind us and BAM, summer is over! While some schools have been back to school for several weeks, Labor Day acts as the ‘official’ back to school season. While this may not be a big flower occasion, why not make it a time before the holidays hit to hold some classes or learning opportunities not only for you and your staff, but also consider hosting a seminar or two for those moms who now have free mornings or afternoons to explore their talents at floral designing.
September and October are filled with many educational opportunities. Many wholesale houses across the country are hosting open houses to showcase their fall and Christmas wares. Many bring in top-notch designers from around the country to demonstrate their talents and provide education for all to strengthen their skills. It is of good value to have several persons from your design staff, sales staff and transportation engineers attend so they can all be a part of the season’s success. Often by cross training your staff, you end up with a broader base of talent and everyone helps the other staff persons when necessary. It is good for each person to evaluate and learn not only how to design, but also how to sell, and how a composition moves from design bench to delivery vehicle and still maintains the integrity. Not only are great ideas shared from the designer, open houses give you an opportunity to meet and network with fellow florists in your area. Many times we talk to florists on the other side of town and never get to have any face time with them. Same is true for your Account Manager. Often you may have never met the person is that is responsible for handling your order. Now is the time to be old fashion. Put down the text messages, say good-bye to the computer monitor, and come meet face to face. Many open houses will have other representatives from growers and shippers for you to interface with as well. What a great learning opportunity for you to take advantage of with a minimal cost if any involved. This scores high marks when you invest in the future success of your business!
Now that mom’s have their kids back in school, there is a little more free time around the house, so why not give them the opportunity to try their hand at floral design. You can adjust the number of students you have depending on the amount of room you have in the flower shop. Do your advertising through your web sites, E-mail blasts and in store signing. Have the proto-type made up in the store so the students can see what they will be making in class. It will be easier to sell when they see what they are going to make. Also, post a picture on your web site so those visitors can see the finished example too. By sharing a little of the reasons why and how floral designs are executed, you bond yourself to that customer and they feel a special sense of loyalty to you. This is a good way to find those day moms who might be interested in becoming seasonal help for the upcoming holidays.
Also, remember there are a number of civic and garden club groups that are looking for speakers and presenters during this time of year to entertain small groups. This is an easy way to get your name out in front of a broad audience that you may not have as current customers.
Let’s review. Know your stuff. Be prepared. Do your homework. And most important, HAVE FUN! Be sure to mark your calendars for the Teleflora LA Coastal Unit holiday design program to be held at Florabundance on Sunday, October 23rd. It is open to all.