Mercury Messenger

Mercury
Messenger
FTD 100 Year
Collectibles Corner
®
®
V o l . 5 3 N o . 3 F T D N e w s l e tt e r © 2 0 1 0 , F T D | a u g u s t 2 0 1 0
From its inception, FTD has stood for innovation, leadership and quality in the floral industry across North
America. Our achievement is proudly embodied by one almost universally recognized symbol — the FTD
Mercury Man logo. The story of FTD would not be possible without the thousands of dedicated artisan
florists who have created our tradition over the past 100 years.
Only
20
$
In c lu d
Sh ip p ine s
g
Thank you for your years of outstanding service and for helping make
FTD what it truly has become — part of the fabric of America.
ea.
Buy your limited edition FTD 100 Year
Anniversary Collectibles now!
A
B
Black Essential Tote
600 denier polyester.
Large main compartment
with small fabric pockets
and a left side pocket.
“Open” Neon sign
Make sure your customers
know that you are open
for business from up to
160 feet away.
Black men's & Ladies’
twill shirt
4.5 oz. 55/45 poly/cotton
shirt with back box pleat
and adjustable cuff. Available
in long and short sleeve.
limited edition!
Black 30" Bib Apron
7 oz. 65/35 poly/cotton
with two lower pockets.
Adjustable neck strap.
One size fits most.
Order your FTD vintage
advertisement posters by
Monday, November 1.
Call FTD Marketplace at
800-767-4000.
celebrating 100 years of ftd
In this Issue:
Clock
This 16" round clock
is a perfect addition to
your design area
or showroom.
Floor Mat
3�x 5� mat is constructed
of closed-cell PVC sponge
and ideal for the entryway
in your shop.
11" black
static cling deCAL
Displaying the FTD logo
in your storefront lets
customers know you are
a quality flower expert.
banner
2�x 3� vinyl banner is
perfect for interior
or exterior use.
C
to place your order, call 800-767-4000.
for a look back on ftd through the years,
visit ftdi.com/100
D
The FTD Team is Working For You
FTD Marketplace sales - 800-767-4000
marketplacesales@ftdi.com
FTD technology sales - 800-767-3222
techsales@ftdi.com
FTD cash-flo - 800-788-9000 Ext. 4262
cashflo@ftdi.com
FTD Flower Exchange - 800-767-4000
ftdflowerexchange@ftdi.com
FTD florists online - 800-576-6721
floristsonline@ftdi.com
FTD directory services - 800-788-9000
directoryservices@ftdi.com
FTD Member services - 800-788-9000
membership@ftdi.com
FTD Flowers All Hours - 800-669-1000
fah@ftdi.com
ftd newsletter
prdept@ftdi.com
FTD Mercury support - 888-205-7225
1
A10-01589_Aug_Newsletter.indd 1-2
President’s Message
2
Driving Orders To FTD Florists
3
Tom Moeller Joins FTD
3
100 Years of FTD
4
FTD Member Awards 6
FTD Founders Club 7
FTD Education Column 8
Events Calendar 8
FTD Florists in the News
9
®
FTD Focus
10
FTD 100 Year Collectibles Corner
12
ftd International Retrans
retrans@ftdi.com
ftd® – the flower experts™
7/26/2010 3:39:40 PM
®
President’s Message
The Present
What ftd florists are saying
In the past two years, we have made impressive floristfocused improvements to FTD.
“We experienced a significant increase in orders from FTD this
past Mother’s Day, higher than any other source for orders. The
increased business was made even more beneficial by having those
orders primarily come in as FTD branded product, making them
easier to fill.”
· Dramatically increased consumer orders sent
to FTD Florists.
· Florist-themed national television advertising during
the major floral holidays.
· Higher order value programs like FTD Customer
Choice (Good, Better, Best) and implemented
high delivery allowances.
· FTD Florist Advisor y Council involvement in
key policy decisions.
It is these types of changes that continue to showcase
our commitment to the FTD network of quality florists
and demonstrate that we want to maximize their
business potential. We are ready for a successful
future partnering with the floral network!
On page 6, we are proud to announce the winners of
the prestigious FTD Anniversary Member Awards. The
winners embody the spirit of FTD and the creative
determination required to successfully operate a
flower shop today. From 61 years in the floral industry
to one year as a shop owner, the experience of the
winners is broad, but all are passionate for the floral
industry and dedicating their livelihood to flowers.
Dear FTD Florists,
OUR Future
Happy 100th Anniversary! It is a great time to be a part
of FTD, especially during this extraordinary moment in
the Company’s history. When recently looking through
FTD's remarkable historical archives, it’s obvious what
has made FTD a success: the years of dedication by
our member florists; innovative products that keep
florists at the forefront of technology; and FTD’s
commitment to quality and 100 years of promoting the
floral industry, represented by the worldwide iconic
Mercury Man logo.
FTD and its member florists have a promising future.
I am pleased to now have Tom Moeller leading the
florist division of FTD. Tom’s deep global experience
and leadership with several of the nation’s premier
companies in customer development and consumer
products makes him an ideal fit to build upon
important relationships with our florists. Tom and his
team will develop new solutions that will mutually
benefit FTD Florists and FTD to ensure a successful
future. Tom is spending a lot of time in the field
getting to know our florists, their challenges and what
is working well for retail florists. Please join me in
welcoming Tom to FTD.
The unrelenting efforts of a small group of florists
that founded FTD in 1910 are alive today due to the
entrepreneurial spirit of thousands of florists across
the globe. It is our mission to continue to support
our FTD Florists, many of whom have been with FTD
throughout the years. It is an honor that so many
multi-generational florists have made us a part of
the foundation of their business, and consider us
family too.
In this special edition of the FTD Mercury Messenger,
we are celebrating the past, the present and the very
promising future of FTD and the floral industry.
our Past
You will see that we dug deep into the archives and
are showcasing a pictorial of FTD through the years on
the cover and pages 4-5. As you know, FTD has a rich
history that is depicted by these classic photographs
and vibrant vintage advertisements that will take you
on a visual journey through the past 10 decades.
I also want to acknowledge the FTD Member Florists
listed on page 7. The FTD Founders Club celebrates
and recognizes FTD Florists that have been members
of FTD for 90+ years. The longevity and success of
these shops are a tribute to the founders of FTD. Not
only is it their commitment and confidence in FTD
praiseworthy, but the economic challenges and world
events they have overcome and witnessed throughout
the past century is commendable.
2
A10-01589_Aug_Newsletter.indd 2-3
From its inception, FTD has stood for innovation,
leadership and quality in the floral industry across
North America. Our achievement is proudly embodied
by our most treasured asset — the quality FTD Florist
— identified by one of the most highly recognized
symbols — the FTD Mercury Man logo. The story of
FTD would not be possible without the thousands of
dedicated artisan florists who have helped create our
traditions over the past 100 years.
We thank you collectively for your 100 years of
outstanding service and for helping make FTD
what it truly has become - part of the fabric of
America, making countless lives a little happier and
more beautiful everyday.
19
10 – 2 010
Robert Apatoff
FTD President
Our popular TV commercial
featured the many reasons
to send flowers designed
by FTD Florists. The ad
showcased the beauty and
artistry of the floral industry.
programs focused
on Driving orders to
ftd florists
FTD has a terrific story to tell—especially with the recent progress we
have made creating value for our FTD Member Florists. We are making
major investments to create significant value for our dedicated florists by
introducing innovative programs to increase order values and consumer
orders to florists, establishing partnerships to add membership value,
taking a pioneering role to improve customer satisfaction and delivering
technology solutions for shops large and small.
Gregory J. Royer, Royer’s Flowers and Gifts, Mechanicsburg, PA
“This Mother’s Day in Nashville, TN brought many challenges and
rewards at the same time just having experienced the worst flooding
it has seen in the last 100 years. Working with FTD was great in
their ability to help get additional information from families and
loved ones to help ensure that all deliveries were made. Our order
volume was large and FTD worked with us as a partner not just a
supplier and from the florist/distribution side of the equation, it really
made a difference.”
Kathy M. Harriman, Lenox Village Flowers, Nashville, TN
“FTD orders for Mother’s Day week were considerably up from last
year. We saw the increased demand at Valentine’s Day and were
prepared for it. I believe this trend is part of the continuing move by
the consumer towards digital commerce. FTD has recognized this
trend and has found a way to create demand through advertising
that has successfully drawn the consumer to their web site. This
has enabled us to partner with FTD to fulfill the consumer
need for a florist designed and delivered product, making this
mutually beneficial.”
Multi-million
dollar TV advertising
campaign on more than
30 cable and national
networks during major
floral holidays directed
consumers to
26
%
30
%
increase
in orders!
“visit your local
FTD Florist”
increase year-over-year in U.S. consumer floristfilled orders during 1st quarter 2010*
FTD has innovative higher order value
programs like FTD Customer Choice.
increase
in orders!
increase year-over-year in U.S. consumer florist-filled
orders during the Valentine’s Day 2010 period**
Nancy Grieman, Richfield Floral & Gardens Inc., Richfield, MN
“We can directly contribute our successful Mother’s Day Week, to
the Mercury X! From marketing directly to our customers through
email blasts to handling a 700% increase in order processing, to
getting my drivers out the door without a feeling of dread and
finally handling delivery confirmations with ease. Mercury X has
given our shop the confidence to go out and get the business and
know that we are ready to handle it.”
Kym Erickson, Soderberg's Floral, Minneapolis, MN
Ask The FTD
Florists Forum
F TD receives inquiries from
FTD Florists every
day requesting
more information
about innovative
business solutions,
new marketing
ideas or trends
in the industry. We
re c o g n i z e t h a t i f
one person has a
particular question,
there are probably
others that have
the same question too.
Do you have a question
for FTD?
Please send your questions to
floristsforum@ftdi.com today!
Leading florists from the FTD Florist
A d v i s o r y C ou n c i l w i ll a n s we r you r
questions within the nex t issue of
FTD Mercury Messenger.
ftd® – the flower experts™
50
%
Two separate direct mail pieces were
sent to consumers. Both featured
florist-filled designs on the cover
from our Better Homes and Gardens™
collection. The new collection has
already attracted thousands of
beautiful florist-filled orders.
upgrade!
of FTD U.S. customers when offered the option
upgrade their bouquets to “Better” or “Best”***
Our new commercial focused
on the sentimental emotions
attached to Mom and why she
loves flowers designed by
FTD Florists.
* Source: FTD U.S. financial data Q1 2010 compared to Q1 2009. ** Source: FTD U.S. financial
data, Valentine’s Day 2010 period (Feb 1-14) compared to Valentine’s Day 2009 period (Feb
1-14).***Source: FTD U.S. financial data February 2010.
Tom Moeller Joins FTD to Lead the Florist Business
FTD is pleased to welcome Tom Moeller as
Executive Vice President of the Florist Division.
As an accomplished business executive with a
consistent record of delivering exceptional growth
to several leading companies, Tom brings a wealth
of knowledge and experience to work together with
FTD customers for mutual gain.
Tom has 25 years of experience in consumer
products and comes to FTD from Wm. Wrigley Jr.
Company in Chicago where he was the Global Chief
Customer Officer. He also held various other roles at
Wrigley including the VP of Customer Development
and Support. Tom was also the General Manager
at Schering-Plough and the Senior Director of
Customer Sales at Nabisco.
Tom has various operational experiences in
Customer Development, Category Management,
Customer Marketing, Customer Service, Demand
Planning and Training. He started his career as a Sales Representative working with independent
supermarkets and convenience stores and throughout his career has developed a broad range of
customer experiences in all channels large and small.
Tom is very excited to be working in the floral industry and has many new ideas on how he can
assist with the daily challenges florists face.
“FTD is working hard to innovate the industry and partner with our customers,” commented
Tom. “We are competing in a very dynamic and changing environment. We're in the gifting
business and consumers have a lot of choice these days so innovating and marketing the flower
category is critical.”
Tom continued, “One of our top collective opportunities is to drive consumer satisfaction by filling
all holiday order demand. This will involve planning, communicating and trusting more effectively
than ever before.”
Tom has spent his first few months at FTD splitting his time between working with his FTD team
and on the road meeting FTD Florists. This has certainly accelerated his learning curve.
The path to more orders for FTD Florists really comes down to three things:
1. Being codified to receive orders for FTD products for holiday and everyday
2. Maximizing directory advertising and zip codes of delivery coverage
3. Leveraging Mercury Technology
All of these business solutions are offered to FTD Florists and FTD Field Business Consultants to
review a shop’s path to more orders.
When Tom was asked what he has learned so far, he stated, “I'm really inspired by the passion and
resiliency that our members have about the business. Their will to win is definitely there. Where I
see opportunity is to continue to innovate, both in products and services, and also how FTD and
florists work together. Inherent to this is leveraging both qualitative and quantitative insights and
improving our collaborative planning, communication and execution.”
Tom further shared, “We need to become more data driven as an industry and make decisions on
facts. With that said, people and partnerships will make all the difference.”
ftd® Mercury messenger | August 2010
3
7/26/2010 3:40:02 PM
1910
®
celebrating 100 years of ftd
2010
Today
In a 1956 Ozzie and Harriet episode,
Ozzie stopped in an FTD flower shop.
Billboard in Cleveland, OH.
On August 18, 1910, a group of forwardthinking florists met at the Society of
American Florists (SAF) Convention in
Rochester, NY and formed the country’s
first flowers-by-wire service, Florists’
Telegraph Delivery Association (FTD).
1930s
1920s
In spite of the Great Depression,
FTD continued its strong
advertising campaigns in the
1930s with radio shows featuring
celebrity endorsements from film
stars such as Betty Davis and
Jane Withers. FTD also entered
its first prize winning float in
the Rose Parade. As the 1930s closed, FTD
had over 7,000 FTD Member Florists.
|
1930s
|
Mother’s Day print
ad from 1938.
1940s
1940s
1920s
As the United States entered World War II in 1941, FTD
Florists experienced a shortage of flowers, gas, tires
and flower boxes. Many florists went back to horsedrawn carriages for delivery, and flower shops became
sales offices for war bonds. In 1946, FTD launched the
industry’s first test order program to assure quality and
top performance from every FTD Florist. Also, in 1946, FTD
joined British Unit and
Fleurop; the three
groups later became
known as Interflora,
Inc. Membership grew
to more than 8,650
FTD Florists at the
close of 1949.
In 1920, FTD launched FTD News, the first monthly
membership directory. On January 1, 1924, 3,000
FTD Member Florists were introduced to the FTD
Clearinghouse, the first
non-profit international
c l e a r i n gh ou s e o p e ra t i o n
in commercial history. The
1920s was a decade of
growth for FTD and saw the
introduction of FTD’s first
Publicity Bureau. The number
of Member Florists exceeded
5,000 by the end of 1929.
|
1950s
1960s
|
FTD Clearinghouse Department in 1926.
Cincinnati florist used a horse and
buggy for delivery.
1970s
T h e 1 9 70 s m a y h a v e
seen gas shortages, but
there was no shortage
of growth for FTD and
FTD Florists. Along with
increases in aggressive
advertising campaigns
and the introduction of
our first nationally advertised holiday special (FTD
LoveBundle) in 1971, FTD officially launched the
Mercury Network on August 8, 1979. By November
1979, 6,500 consoles were delivered to FTD Members
and transmitted more than 11,000 orders per day. At
the end of the 1970s, membership was at 19,000.
1960s
FTD moved forward at a rapid pace in the
1960s with membership increasing from
8,000 to 12,000. In 1962, FTD introduced
the first FTD Floral Selections Guide and
was featured on the cover of Business
Week for its aggressive marketing efforts.
Another innovation was the
Test 90 Program, a threemonth test of a privately
l e a s e d t e l e p h o n e w i re
system to send orders.
Although it did not continue,
Test 90 was the first step
in the development of the
Mercury Network.
1990s
FTD introduced its
Mercury Network.
The 1950s was an
era of aggressive
marketing campaigns and more celebrity
endorsements for FTD. With the introduction
of television, FTD hit the airwaves with a
winning float in the first televised Rose
Parade. FTD was also featured on the Ozzie
and Harriet show and had floral segments
on the Today Show. FTD increased its print
advertising campaign to 13 publications such
as Better Homes and Gardens and Cosmopolitan
featuring prominent entertainers including
Elizabeth Taylor and Rosemary Clooney
endorsing FTD flowers. In 1956, FTD changed
its name to Florists’ Transworld Delivery to
reflect the international partnership that
was flourishing with Interflora Inc.
Floral shop advertising the newly
developed “flowers-by-wire” service.
FTD's first logo, circa 1911
|
The FTD YO/M (Young Owner/Manager) program
was launched in 1976 as a way of educating
newcomers to the industry.
1950s
I n t h e b e gi n n i n g , F T D’s g row t h wa s
slow, with only 200 Member Florists in
1914. The well-known
FTD Mercury Man was
introduced in 1912,
showcasing Mercury,
the mythical messenger
of the gods.
1910s
The various events hosted
by FTD allowed florists to
network.
FTD won a prize in 1933 for its first float
entry in the Rose Parade.
FTD’s founder
and first president,
John A. Valentine.
Today, FTD has revamped its signature black
and gold branding and is focusing its marketing
campaigns on celebrating the talent and artistry
of FTD Florists. To assist FTD Member Florists
in the industry’s highly competitive environment
and challenging economic times, FTD has
introduced various programs and services all
aimed at helping FTD Florists increase revenues
and reduce costs. Programs such as the FTD
Luxury Collection and FTD Customer Choice
provide florists with the opportunity to upsell the
customer and significantly increase average order
values. FTD is continuously enhancing Mercury
Technology systems to offer florists state-ofthe-art technology modules such as delivery
and accounting integration, gift card options
and marketing solutions to help streamline and
advance their businesses.
|
1970s
|
FTD developed
many new exciting
business programs
such as a telephone
answering service
(FTD Flowers All
In 1994, the late FTD Florist
Hours) and a
Brooke Jacobs founded FTD Good
custom website
Neighbor Day in Jackson, MS.
development
and maintenance
program (FTD Florists Online). Recognizing that
technology was changing the way consumers
shop, FTD created www.ftd.com in 1994 as
another means to reach consumers
seeking an alternative way to shop
for flowers. In 1999, a portion of FTD
(combining 1-800-SEND-FTD and www.
ftd.com) became a publicly-traded
company on NASDAQ.
In 1999, 1-800-SEND-FTD and
FTD.com became one publicly
traded company on NASDAQ.
1980s
|
1990s
|
2000s
|
Today
1980s
During the 1980s, FTD developed or obtained
licenses for many famous new bouquet names
(some that are still being merchandised by
FTD today) including The FTD® Pick-Me-Up®
Bouquet, The FTD® Big Hug Mug® Bouquet and
The FTD® Birthday Party® Bouquet. In 1983,
NFL Hall-of-Famer Merlin Olsen was introduced
to members as the new
FTD spokesperson; he was
featured in adver tising
campaigns and appeared at
various floral industry events.
In 1985, FTD introduced
our 1-800-SEND-FTD tollfree phone number. FTD
introduced the industry’s first
design and education team
in 1988. FTD membership
grew to over 20,000 by
the end of the 1980s.
2000s
In the 2000s, technology continued to change the
floral industry as consumers looked for new, easier
and quicker ways to shop. In addition, more and
more competitors entered the gift-giving category.
This forced FTD and FTD Florists to truly embrace
technology, create alternative marketing solutions
and merchandise non-floral
gift options to meet consumer
demand. Thus, FTD Florists
Online and Mercury Technology
grew very rapidly and have
b e c o m e c r i t i c a l bu s i n e s s
functions for FTD Florists.
FTD.com
launched
a mobile
version of
the web
site in 2010
creating an
additional way
for consumers
to purchase
flowers.
The FTD Mercury
Man was featured
in a 1969 TV
commercial.
FTD News, the first monthly membership directory, was
first published in the association’s own composing room.
4
A10-01589_Aug_Newsletter.indd 4-5
Billboard was used to promote the sale of war bonds and flowers.
ftd® – the flower experts™
FTD was featured
on the May 12,
1962 cover of
Business Week for
the launch of the
first ever Floral
Selections Guide.
FTD WebGifts program began in 2006 as
inventory-free, risk-free way for florists to
get into the gourmet gift business.
FTD’s state-of-the-art Mercury
POS system streamlines business
operations and can improve a shop’s
efficiency.
The Pick-Me-Up Bouquet was introduced at a
press conference in New York in 1984.
ftd® Mercury messenger | August 2010
5
7/26/2010 3:40:23 PM
®
FTD® member awards
FTD® Founders club
FTD John A. Valentine Award
Named for the founder of FTD, the recipient
of the John A. Valentine Award is a deserving
individual who demonstrates outstanding
achievement in the floral industry and
involvement in civic and charitable activities
in their local community.
Congratulations to
Winners of the Prestigious
FTD Anniversary
Member Awards
In celebration of FTD’s 100th anniversary, FTD
brought back the prestigious member awards
for this special occasion. The criteria for the
FTD Member Awards was based on key areas
of FTD Florists' businesses, participation in the
industry and innovative business building ideas.
These exceptional award recipients set examples
of leadership and innovation for the entire
floral industry.
“The John A. Valentine award is such an honor to
receive and very exciting,” said Janet Lye from
Tidy's Flowers. “I appreciate the confidence
FTD has in me and the part I play in this great
industry.”
Janet is the President and COO of Tidy’s
Flowers, a shop that has served the Toronto
area for over 130 years. She is a second
generation owner, taking the reins from
her father 20 years ago. Janet is an active
participant in the Great Lakes Group, a
member of the FTD Advisory Board, a Top
100 FTD Member and the recipient of the
Janet Lye from Tidy’s Flowers located in Toronto, ON, recipient of the
Harry Cholakis Award. Janet recognizes the
2010 FTD John A. Valentine Award.
importance of a strong community as she has
donated to the Toronto Star Fresh Air Fund, which sends children to camp who could not otherwise attend, for the past 17 years.
She has also generously donated to The Kawartha Rotary Gift Auction year after year.
FTD Marketing Award
FTD Industry Service Award
The FTD Industry Service Award recipient
conducts regular efforts in and out of their shop
to serve the floral industry. This FTD Member
continues to apply time and effort to the
floral industry in order to educate their fellow
florists and increase growth on a shop and
industry level.
congratulations to the
ftd founders club
Dobbie's Florist — 1920
Dobbie's Florist original store
Dobbie's Florist is celebrating 90 years with FTD this
year and was established in 1888. The shop is Niagara
Falls' oldest florist and is owned by its original family
for four generations now.
Dobbie's Florist served the Niagara Peninsula from Fort Erie to Niagara and as far as Buffalo and
even Rochester, NY. John Dobbie's daughter Eva Dobbie Vandersluys took over the flower shop
in 1918 and joined FTD in 1920. John Vandersluys, Eva's son, took over Dobbie's Florist after World
War II making him the third generation owner. In 1986, Bruce and Brenda Vandersluys took over the
business from his father and have been running Dobbie's Florist for the last 24 years. Bruce’s sons
Patrick and Matthew Vandersluys also help out at Dobbie's Florist keeping the tradition going for
five generations.
This FTD honorary award recognizes an FTD Member who has
continued the path of growth and service for 50 years or more.
“It is such a great feeling to be honored by such a great organization
that we have been a part of for so long,” stated Elnora Leyes from
Janesville Floral Company. “I am so happy to get this award.”
Janesville Floral Company has been FTD only since 1915 and
Elnora has been with the business since 1947. Janesville Floral
Company is one of the oldest retail floral businesses in the U.S.,
dating back to 1893 when brothers Fred and George Rentschler
started the business. Richard and Elnora Leyes were hired in
1947 to manage the business, and purchased it in 1951. Elnora’s
passion and energy for her business is still as strong today as
it was when she started. She is still involved in the day-to-day
operations of the shop and has the amazing ability to add up
five column figures in her head. Elnora’s love for this industry,
her customers and her community, along with her keen eye for
design and her business-savvy, have been vital to the success
of Janesville Floral Company.
Elnora Leyes from Janesville Floral
Company located in Janesville, WI, recipient
of the 2010 Lifetime Achievement Award.
6
A10-01589_Aug_Newsletter.indd 6-7
Virginia Greenhouse and Floral Co. ­­— 1920
The FTD Marketing Award recipient has displayed success in marketing
efforts to be used as an example to all FTD Members.
FTD lifetime achievement Award
“I am so happy to have won this award after a year of long hours
and a lot of hard work,” said Lisa Fede from Fruits & Flowers at
Caterina's. “To be recognized by winning this award makes it all
worth it. It means so much that my daughter nominated me and
recognizes all the hard work that has gone into our goal of being
the Best in Bridgeport.”
Lisa started working in her family’s flower shop in 1982. She
purchased the shop from her mom in 2002 and now runs the largest
flower shop in Bridgeport, CT. Lisa has tried various marketing
vehicles to promote her business and has recently tested Twitter
and Facebook, whichv have generated much success. Her marketing
efforts have increased her shop’s revenues by 25% in one year. Lisa
actively promotes her shop through Constant Contact and direct
mail. She has the Mercury X system and sends emails regularly to
promote special sales, monthly events and reminders for birthdays,
anniversaries and other special occasions. Last year, Lisa participated
in FTD Good Neighbor Day and handed out over 8,000 roses and
raised more than $1,000 and more than 100 bags of food for a
rescue mission.
ftd® – the flower experts™
Charleston Cut Flower Company
is pleased with their long-standing
relationship with FTD. “For us,
FTD’s excellent brand reputation
has been nothing but positive
for the business.
The quality
of products associated with
the FTD name helps instill trust
in customers that they will be
dealing with a reputable and trustworthy floral shop,” stated owner
Joe Gregg.
John Dobbie immigrated from Airdrie, Scotland, in
1869 and built his first greenhouse in 1888 on property
directly across from Dobbie's Florist’s present
location. The business grew quickly and John had to
expand the greenhouses as the shop grew their own
flowers in those days. Deliveries were done by horse
and wagon except during the winter when they were
done by sleigh with warm bricks and newspaper to
keep the flowers from freezing.
Alfred Johnson
Lisa Fede from Fruits & Flowers at Caterina’s located in Bridgeport,
CT, recipient of the 2010 FTD Marketing Award.
Charleston Cut Flower Company,
located in Charleston, WV, started
in 1903 as greenhouses and a retail
shop. As a result of urban renewal
projects, the shop was forced to
move to its current location in 1963
from its original downtown location.
The shop’s ownership is under
its fourth generation of family
management and ownership.
As FTD celebrates its 100th Anniversary, we want to recognize FTD Members that have
been with FTD for 90+ years.* These florists are now honorary members of the FTD
Founders Club. Thank you to these members for their partnership with FTD and their
commitment to the floral industry.
“Flowers for Kids is the best program available to
florists to promote, educate and cultivate future
flower buyers,” said Stacey Cofka from A Blossom
Shop. “It is also very rewarding to see kids get excited
about making their own floral bouquets to take home.
I am truly honored to receive this award and will
continue to promote our industry one flower bouquet
at a time!”
Stacey grew up in the business working alongside
her parents. She purchased one of her parent’s
shops in 2004 and continues to grow her business.
Stacey Cofka from A Blossom Shop located in Bayville, NJ,
In 2007, Stacey became involved with the Flowers
recipient of the 2010 FTD Industry Service Award.
For Kids program. She volunteers her time by
visiting schools, scout troops, libraries and civic groups teaching about proper flower care as well as bouquet making. She
has taught over 3,000 children and adults about flowers and the importance of giving flowers.
Charleston Cut Flower Company — 1913
Virginia Greenhouse and Floral Co. located in Virginia, MN, was started in 1904 by Alfred Johnson.
He saw the importance of being united with a network of professional florists that would allow
him to provide extended service to his customers and his community so he joined FTD in 1920.
His daughter and current owner, Marie Ralston, has chosen to maintain her relationship with FTD
because of its consistent commitment to high quality, its progressive attitude towards ever-changing
industry standards and its solid position at the forefront of the industry. Technology advancements,
worldwide connection and stringent quality control have made FTD the premier wire service that it
is today. "In this crazy dot-com world, FTD continues to be the leader with valuable marketing and
management tools for even a small shop like Virginia Greenhouse and Floral Co. We are proud to
be a member for 90 continuous years," said owner Mary Rolston.
Janesville Floral Company — 1915
Janesville Floral Company was founded in 1893 and has
been FTD-only since 1915. In its early years, Janesville
Floral Co. was both a retail and wholesale with a number
of greenhouses, a nursery and a floral operation. Icecooled flowers were delivered to local customers by horse
and buggy and distant and rural areas were serviced by
railroad delivery. In December 1927, an elaborate new
retail store complete with a conservatory, opened to
better serve the public. In 1949, Elnora and Richard Leyes
were hired as managers, and in 1951, they purchased the
business. In 1976, they opened a lovely new floral shop Janesville Floral Company original
at its current location in a historic district across from the local hospital. Janesville Floral Co. is
owned by the Leyes family. It is a high-quality, full-service retail florist operation, and does business
in accordance with its motto, “Straight to One’s Heart…Since 1893.”
(Above) Old storefront window of
Charleston Cut Flower Company
(Left) Current storefront of
Charleston Cut Flower Company
FTD FOUNDERS CLUB MEMBERS
Imlay Florists Inc., Zanesville, OH - 98 years
Butz Flowers, New Castle, PA - 98 years
Joseph Thomas Flower Shop, Greensburg, PA - 97 years
Charleston Cut Flower Company, Charleston, WV - 97 years
Haentze Floral & Greenhouses on the Avenue, Fond du Lac, WI - 97 years
La Crosse Floral Shop, La Crosse, WI - 96 years
Janesville Floral Company, Janesville, WI - 95 years
Smith Floral & Greenhouses, Lansing, MI - 94 years
Ellis Floral Co., Bloomington, IN - 94 years
Schroeder's Flowerland, Green Bay, WI - 93 years
Fisher Florist Corp., New London, CT - 93 years
Shotwell Floral & Greenhouses, Fargo, ND - 92 years
Wasserman's Flower & Gift Shop, Muskegon, MI - 92 years
Doebel's Flowers & Greenhouses, Clyde, OH - 92 years
Dawson Florist Inc., Willimantic, CT - 91 years
Graham Florist & Greenhouses, Bradford, PA - 91 years
Cossairt Florist, LLC, Shelbyville, IN - 91 years
Weber's Florist & Gifts Inc., Ironton, OH - 91 years
Washington Florist, Inc., Newark, NJ - 91 years
De Muth Florist, Inc., Connellsville, PA - 91 years
Dillon's, Ralph, Flowers, Bloomosberg, PA - 91 years
Schmidt's Flowers, Bristol, PA - 91 years
Welke's House of Roses, Milwaukee, WI - 91 years
Ormistons Florist, Winnipeg, MB - 91 years
Kaden The Florist & Greenhouses, Gainesville, TX - 90 years
Mills The Florist, Palo Alto, CA - 90 years
Burns Florist, San Rafael, CA - 90 years
Virginia Floral Co., Virginia, MN - 90 years
Dobbie's Florist, Limited, Niagara Falls, ON - 90 years
*NOTE: Due to the many changes in record keeping over the years, we apologize for any shops that
may have been inadvertently omitted. If your shop should appear on this list, please let us know by
mail with documentation of your membership date.
ftd® Mercury messenger | August 2010
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7/26/2010 3:40:37 PM
®
FTD Education Column
Events Calendar
AUGUST 6-8, 2010
Tennessee State Florists’ Association Convention
Franklin Marriott Cool Springs • Franklin, TN
Featured FTD Design Program: “Gorgeous Gladiolus Grace your
Wedding Day” presented by FTD Design Instructor John Klingel
AAF, AIFD, CFD, PFCI
AUGUST 6-8, 2010
WesTexas New Mexico Florist Association Convention
Overton Hotel & Conference Center • Lubbock, TX
Featured FTD Design Program: “Flowers for a New Generation”
presented by FTD Design Instructor Kristine Kratt AIFD, CFD
AUGUST 13-15, 2010
FTD Design Instructor Celebrated
at AIFD National Symposium
FTD is very proud to honor Tina Stocker AAF,
AIFD, CFD, PFCI, one of its prestigious FTD
Education Team design instructors, who received
special recognition at the 2010 AIFD National
Symposium. Tina was honored as her tenure
concluded as the President of AIFD. Tina has
been involved with AIFD since 1990 and has
held various roles within the organization.
Congratulations to Tina on a great year and for
August 20-22, 2010
Arkansas Florists Association Convention
Hot Springs Convention Center • Hot Springs, AR
FTD also supported the AIFD National Symposium
as a Gold Elite Partner. FTD has been participating
and sponsoring this prestigious event for nearly
25 years. Every year, AIFD’s National Symposium
features programs by the floral industry’s best
and brightest showcasing the latest trends.
J u s t a s i n o u r p e r s o n a l li v e s ,
milestones are to be a joyous
celebrator y occasion; and what
better way to celebrate than
with a par t y, of course! These
days businesses that have
longevit y should most cer tainly
celebrate every milestone that your
company achieves.
AUGUST 27-29, 2010
Southern Retail Florist Association Convention
Concord Convention Center • Concord, NC
SEPTEMBER 10-12, 2010
Alabama State Florists Association Convention
Lake Guntersville State Lodge • Guntersville, AL
SEPTEMBER 11-12, 2010
North Dakota State Florists Association Convention
Grand International • Minot, ND
Featured FTD Design Program: “Weddings with Style” presented
by FTD Design Instructor Ian Prosser AAF, AIFD, CFD, NDSF, PFCI
SEPTEMBER 17-19, 2010
Iowa Florists’ Association Convention
Iowa Speedway • Newton, IA
Featured FTD Design Program: “The Smart Designer” presented
by FTD Design Instructor Ann Jordan AAF, AIFD, CFD, mmfd
SEPTEMBER 17-19, 2010
Ozark Florist Association Convention
Holiday Inn Joplin • Joplin, MO
Featured FTD Design Program: “Fabulous Centerpieces” presented
by FTD Design Instructor Deborah De La Flor AIFD, CFD, PFCI
SEPTEMBER 22-25, 2010
Society of American Florists Annual Convention
Omni Championsgate • Orlando, FL
SEPTEMBER 24-26, 2010
New Mexico State Florist Association Convention
Holiday Inn Airport • El Paso, TX
Featured FTD Design Program: “Weddings from A to Z” presented
by FTD Design Instructor Deborah De La Flor AIFD, CFD, PFCI
SEPTEMBER 25-26, 2010
Maine Florists’ Association Convention
Augusta Civic Center • Augusta, ME
October 8-10, 2010
Montana Florists Association Convention
Hilton Garden Inn Missoula • Missoula, MT
October 9-10, 2010
Calif Flora 2010
San Francisco Flower Mart • San Francisco, CA
October 9-10, 2010
Minnesota State Florist Association Convention
Hennepin Technical College • Brooklyn Park, MN
Featured FTD Design Program: “A Celebration of Life: Today’s
Sympathy Flowers” presented by FTD Design Instructor Keith
White AIFD, CFD
October 24, 2010
Connecticut Florists Association
“Achieving Florist Success” Show
Fantasia Banquet Facilities • North Haven, CT
Featured FTD Design Program: “Reality Florist: Can you
Cope in Today’s World?” presented by FTD Design Instructor
Jeff Corbin AAF, AIFD, CFD, PFCI
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A10-01589_Aug_Newsletter.indd 8-9
track of them all. Not one to dwell on the past, the flower shop is
continuously growing and changing with the times, and all the staff
there pride themselves on continuous education and keeping up
on the trends of today, tomorrow and the past.
In most situations, not only will
your customers appreciate it, but
you can attract positive press from
By Ian Prosser AAF, AIFD, CFD,
the celebration event via your
NDSF, PFCI.
local media. In this instance, not
only will you be celebrating the
anniversary of your business, but using it as an advertising
tool to create a buzz about who you are and what you do.
HAVE A PARTY
We wanted to make a statement within our
community, so we had a party to show
the creativit y and the capabilities
of our business. In saying that ,
my shop Botanica International
Design Studio located in Tampa,
FL , celebrated 20 years in
business a couple years ago.
This would be the time to pull
in any favors bec ause you
want to have the maximum
effect on a minimal dollar.
Now don’t be misled as you
still will incur some costs,
as we did with various items;
however we set a budget
and were able to barter some
services that vendors did not
offer complimentary.
FTD Field Business Consultant Tammy Sablic, owner Nancy
Mackinnon and FTD Field Business Consultant Lisa Warren.
writing. To maximize space, we erected a tent to cover
our parking lot. We chose to do a chartreuse green, white
and chocolate 60s disco lounge theme. We constructed
ourselves a four teen square foot bar and covered it in
chartreuse green sparkly fabric to create an open square
and the major focal point for our event. In the center of the
bar, we constructed a five square foot stage over which
we had suspended a “cage” made out of white dendrobium
orchid stands complete with live gogo dancers inside and
live DJ music.
Along the perimeter of the tent, we hung opalescent beaded
curtains as well as some fabric draping to finish the look.
We incorporated white lounge furniture groupings as well as
cocktail tables with table cloths of opalescent palettes.
Kamloops Florist Ltd. located in Kamloops, BC, celebrated its 30th
Anniversary on May 3, 2010. The business was started by Nancy
Mackinnon and her partner at the time Doris Rickey. "We have been
at the same location the whole thirty years," explains Nancy. "It
doesn't seem like it has been 30 years, maybe ten or fifteen. When
we first opened here it was a blank slate, no paint or anything, just
bare walls. We had lots of help from friends and family who helped
get it going."
Nancy, who has always been known for great flowers and wonderful
customer service, is extremely grateful for all the love and support
she has received through the years. She has seen hundreds of
businesses open and close around her and wishes she had kept
Nancy has also seen technology impact her business and life in
different ways over the last three decades. "Things have definitely
changed," finishes Nancy. "We now have cell phones. In the old days
things took longer and delivery was a more arduous job. Now our
delivery driver can call into the office and call ahead for deliveries.
A lot of people do not answer their door anymore as well. We have
to call from the driveway quite often to get someone to answer
their door. As well as cell phones, computers have impacted us
as well. We moved to a computer based system seven years ago.
It makes it a lot easier to track orders, look up history and route our
deliveries."
There is a reason Kamloops Florist Ltd. has lasted and flourished
over the last thirty years, and it doesn't all have to do with their
quality flowers. Their superior customer service, knowledge, and
outreach into the community will guarantee that Kamloops Florist
will be here to celebrate their 50 year anniversary.
Ed Sapp Floral Company and Greenhouse located in
Waycross, GA, received its 50 year FTD plaque. Pictured is
owner Paul Walker.
missouri florist celebrates 20th anniversary
BRANDING WITH FLAIR
The cardinal rule of advertising is, it’s all about marketing,
packaging and branding. Anything that leaves your
shop or studio should have your logo and
branding on it. So besides great décor
and flowers, our main focus was details,
details, details.
We bought a remnant of white
c a r p e t a n d c re a t e d a s t e n c i l
template of our logo. With
Design Master® paints, we
p a i nt e d t h e l o g o o nt o t h e
carpet, which created the first
impression as people arrived
at the party. The entrance
to the tent was created by
two large arrangements of
Manzanita branches covered
in green cymbidium blossoms
to give the illusion of blooming
branches.
Our logo was used throughout
the entire evening and event. We
What we chose to do was partner
served two signature cocktails that
with some local businesses that
were both in our company colors of
we regularly work with or recommend
Stage with gogo dancers
course – featuring a garnish of a floating
and sold it to them as "showcasing their
miniature green cymbidium orchid. The wait
product or service" at our celebration. A big
staff wore chartreuse green ties, and a butler
selling point was exposing them to our clientele
passed chartreuse green glittered bon bons, cocktail
which includes the movers and shakers in town that have
napkins featuring our logo and chartreuse green Koozies
the capability of using their services. So even though they
with our logo on the front for cold drinks.
were helping us, we in turn, were helping them by introducing
them to new clientele. We also personally recognized them The feedback we received from the guests in attendance
was overwhelming. They had never been to a party where
at the event and included their logo on beautiful signage.
so much thought and detail was put into every aspect of
The event was covered by the local newspaper, which also
the event. So just like a wedding in our own business, the
included their company names.
success of a party is in the visual impact and the details.
Keep your logo front and center We had achieved our goal of showcasing our business and
using this as a huge marketing vehicle. So when planning
Th e i n s p i ra t i o n fo r t h e d é c o r fo r ou r e ve nt wa s taken
your own celebration, think outside of the box… think impact
from our logo – which is a chartreuse green cymbidium
and think brand recognition.
orchid with our name written in chocolate brown
ftd® – the flower experts™
One of the highlights of turning thirty for Nancy and her crew is
that they are now embarking on a new generation. Customers
whose weddings they did thirty years ago are now starting to come
back for flowers for their kids' weddings. Still in love with flowers
as much if not more, Nancy loves to help this second generation
out and loves to see how her customers' families have grown
and flourished.
Tina Stoecker AAF, AIFD, CFL,
PFCI, FTD Design Instructor
and owner of Designs of the
Times in Melbourne, FL.
celebrating your shop's
anniversary in style
Featured FTD Design Program: “Building Blocks of Design”
presented by FTD Design Instructor Kristine Kratt AIFD, CFD
Featured FTD Design Program: “DESIGN-ED 2 $ELL” presented
by FTD Design Instructor Tina Stoecker AAF, AIFD, CFD, PFCI
British Columbia Florist embraces change
her significant accomplishments within AIFD
and the floral industry.
North Carolina State Florists Association Convention
Embassy Suites Greensboro – Airport • Greensboro, NC
Featured FTD Design Program: “TRENDS TWENTY TEN + Eleven”
presented by FTD Design Instructor Keith White AIFD, CFD
FTD® Florists in the news
D and L Florist, located in Houston, MO, owner Shari McCallister (left) celebrated the shop’s 20th
anniversary which included a prize wheel, cake and a ribbon cutting ceremony. The ribbon cutting
ceremony was hosted by the Houston Chamber of Commerce.
Georama Flowers, located in
Nelson, BC, celebrated their
40th Anniversary this year.
Pictured from left to right:
Head Floral Designer
Sue Marisco, Manager
Imelda Grypma and FTD
Field Business Consultant
Lisa Warren.
Booth House of Flowers, located in
Stratford, CT, celebrated new ownership.
Pictured here is owner Alice Arcuri and
her family along with the town’s mayor
James Miron.
The Flower Shoppe in Whaton, TX, celebrated
its 25th Anniversary this year. Pictured from
left to right: FTD Field Business Consultant
Joe Arbona and owner Karen Vacek-Machann
receiving her FTD anniversary plaque.
Mark Knox Flowerland, located in
Odessa, TX, celebrated its 50th
Anniversary this year. Pictured
from left to right: FTD Regional
Vice President Ed Cronin and
owners Jane and Mark Knox.
ftd® Mercury messenger | August 2010
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7/26/2010 3:40:57 PM
®
ftd® focus
FTD
Mercury
X2
industry-Leading technology
FTD Unveils
New Floral
Selections
Guide Update
FTD’s flagship floral business solution,
FTD Mercury X2, continues to help florists
improve shop workflow and automate
business activities. Powerful enhancements
in this release can significantly help you
run your shop efficiently, enabling you to
focus on your customers.
“When we started designing FTD Mercury
X2, we wanted to ensure that customers
would find new and compelling features
that could make running their shop much
easier from a technology standpoint,” said
Eric Hudgens, Vice President of Mercury
Technology. “The depth and breadth of
the functionality in this release shows
our commitment to providing the best
customer service and user experience tools
to our florists.”
Your Imprint
Here
1234 Main
Street
Downers
Grove, IL
12345
1-800-12
www.yourw 3-4567
ebsitehere.
com
Your Imprint Here
1234 Main Street
Downers Grove, IL 12345
1-800-123-4567
www.yourwebsitehere.com
2011 FTD
Wall Calendar
and Date Book
One feature that has been optimized
in this release is Mercury Delivery. With
the help of our Technology Advisory
Board and beta customers, FTD has
made vast improvements in usability,
including maximizing screen real estate
and allowing screen customization, giving
you the flexibility to view just the important
information you need to see at any given
time. New functionality has been added
to routing and mapping, making it even easier to route previously delivered orders, add non-floral
delivery stops to routes and map destinations not yet available in postal service databases.
FTD Mercury X2 also includes features that help you keep track of who’s doing what in your business.
Using Audit Trail, you can require your employees to reenter their user names and passwords when
performing critical tasks — such as when they issue refunds or change customer information. The
record of what was changed is stored in Order Life Cycle and Customer Life Cycle, enabling you to
quickly track down the responsible party.
Another important feature of FTD Mercury X2 is that it is Payment Application Data Security Standard
(PA-DSS) compliant, which can assist in making your shop Payment Card Industry (PCI) compliant.
Many of the new features included in this release are designed to keep customer credit card
information safe, including Audit Trail, Order Life Cycle and Customer Life Cycle. All of this provides
you with the security and peace of mind you need when running your business.
A Floral Selections Guide (FSG) Update will arrive in FTD shops in August that includes
beautiful imagery of FTD Exclusive bouquets and seasonal bouquets for florists to use
as an effective sales tool with customers. Almost every new bouquet offers a Good,
Better, Best option to help florists increase their order values. The new FSG update is
a benefit of membership.
The FSG Update will arrive in your large black and gold POP Kit. Look for your FREE FTD
logo window decal within the kit too!
Contact your FTD Marketplace Representative at 800-767-4000 regarding more
information about these exquisite new bouquets.
FTD Announces 16th Annual
FTD® Good Neighbor Day®
The 16th Annual FTD® Good Neighbor
Day® event will take place on Wednesday,
September 1. The premise of FTD Good
Neighbor Day is simple: florists give every
customer a free bouquet of a dozen
flowers and ask them to keep one for
themselves and give the 11 others away
to 11 different individuals. The goal of this
one-day event is for FTD Florists to spread
goodwill throughout their community and
Buy your 2011 FTD calendars now.
FTD is offering no payments on
the calendars until September
2010 so order today! Quantities
are limited.
Call FTD Marketplace at
800-767-4000.
help brighten their local residents’ day with flowers.
FTD Good Neighbor Day is a great way your shop can host a low-cost event and bring attention
to your business.
buy the ftd 2010 fall and
winter collection now!
FTD Florists across the U.S. and Canada are highly encouraged to secure sponsors and
philanthropic relationships to increase exposure for local FTD Good Neighbor Day events.
Partnerships with community organizations can help increase the media interest and positive
impact from the event, as well as offset the cost and labor efforts. Goodwill efforts such as
blood drives and food or clothing collections are commonly held in conjunction with FTD Good
Neighbor Day.
Call FTD Marketplace today at 800-767-4000 for complete details on
pricing, shipping and special offers.
HERE ARE SOME SUGGESTIONS FOR PARTNERING WITH A NON-PROFIT GROUP, A LOCAL
BUSINESS OR A COMMUNITY ORGANIZATION:
• If you’re a member of a local civic organization like the Jaycees, Jaycettes, Kiwanis
Club or Rotary Club, be sure to attend your group’s next meeting and ask for financial or
volunteer assistance, stressing the benefits to the community.
• Contact local philanthropic organizations such as the American Red Cross, Salvation
Army or any local food or clothing collectors. Community members can make a donation
to the non-profit group in exchange for flowers.
• Check with your local hospital and see if they have organizations that will lend
assistance.
• The Children’s Miracle Network (CMN) and affiliated children’s hospitals may be a good
partner for this event. Contact your local children’s hospital to ask for volunteer assistance
for the event in exchange for accepting donations in your store on behalf of CMN.
• Contact a business located near your shop for a financial donation in exchange for
inclusion in your advertising.
• Attend your local Chamber of Commerce meeting and ask the group or individuals to
help your business prepare for FTD Good Neighbor Day. When partnering with a local
business or community organization, make sure that they have the same neighborly
philosophy toward FTD Good Neighbor Day as you and your employees do. Make sure
that they see the event as an opportunity to build their business and spread kindness and
goodwill throughout your community.
FTD Members who are interested in participating in Good Neighbor Day can receive their free
FTD Good Neighbor Day marketing kit online at FTDi.com.
Mercury Dashboard has also been redesigned from the ground up to provide you with not only
overview information but also the ability to drill down deeper so that you can catch minor issues
before they become major problems. The new Mercury Messages indicator also provides you
valuable feedback by flashing to remind you that your incoming orders need handling.
Tell us your shop is participating in FTD Good Neighbor Day at www.FTDi.com/pr/gnd.
Other improvements include the ability to see and print all abbreviation codes from Order Entry or
Point of Sale, the inclusion of Funeral Log service dates, enhanced bar code support in Design Center
and Mercury Delivery, and support for French invoices, worksheets, trifold cards, statements and Point
of Sale receipts.
Fruits and Flowers, Bridgeport, CT
Verl's Creation, Dallas, TX
FTD Mercury X2 is a free software upgrade for current FTD Mercury customers. If you are not currently
using FTD Mercury and would like more information, please contact FTD Technology Sales by calling
1-800-767-3222 or emailing TechSales@ftdi.com.
Introducing Mercury Connect
The Revolutionary Point of Sale Solution from FTD
• The proven power of FTD Mercury
• The flexibility of cloud computing
• The ease of using your existing computer
To learn more, please contact
FTD Technology Sales by
calling 1-800-767-3222
or emailing TechSales@ftdi.com.
10
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The FTD® You're Special™ Bouquet - F1
The FTD® Season's Greetings™ Bouquet - C4
Delmar Florist, Delmar, NY
ftd® – the flower experts™
Netzer's Bemidji Floral, Bemidji, MN
ftd® Mercury messenger | August 2010
Annell's Flower Shop, Cairo, GA
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