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V o l . 5 3 N o . 1 F T D N e w s l e tt e r © 2 0 1 0 , F T D | J a n u a r y 2 0 1 0
Welcome
In this Issue:
President’s Message
2
FTD Delivery Confirmation Update
2
FTD Florist Advisory Council
3
Celebrating FTD Florists
4
FTD Florists in the News
5
FTD Education
6
FTD Focus
7
Celebrating 100 Years of FTD
8
®
ftd ® Mercury messenger | January 2010
1
EW
N
®
President’s Message
unveiled the FTD Quality Star and Delayed Response
Programs. In consumers’ minds, we all have to listen
to and delight floral customers or they will go to the
non-floral gift options. While we understand these
changes are not always without some bumps along the
way, the end result is that our collective customers will
be happier and return more often to buy flowers.
The new FTD is looking to and responding to our most
valued partners, you the FTD Florists, with changes and
enhancements you asked to see from FTD. Here is our one
year report card.
• Florists are looking for higher priced bouquets and
we responded by launching the FTD Luxury Collection
(bouquets up to $450). • Florists are looking to drive up average order value
(AOV) and FTD introduced the FTD Customer Choice
Program (consumers’ ability to easily upgrade their
selection), resulting in higher AOVs!
Dear FTD Florist,
Happy New Year! 2010 is a big year because we are
celebrating the 100th anniversary of FTD. A centennial
celebration is a tremendous accomplishment and we
sincerely thank our dedicated artisan FTD Florists for
your part in growing the floral industry and making
FTD and the Mercury Man synonymous with flowers
throughout the world.
One hundred years ago, a small group of florists met at
the Society of American Florists (SAF) Convention in
Rochester, NY, and formed the country’s first flowers-bywire service, Florists’ Telegraph Delivery (FTD). The retail
delivery association was led by John Valentine, a Colorado
wholesaler, because he wanted to help grow the retail floral
industry and make it easy to send orders across the U.S.
FTD has grown exponentially over the past 100 years
and the marketplace is vastly different, but our core
mission still remains the same. FTD is here to help grow
the retail floral industry and provide tools to help FTD
Florists to be more profitable.
In honor of the 100th anniversary, FTD will host various
industry events and promotions in honor of our longstanding history as the leader in the floral industry. As
we celebrate the past, we will also celebrate 2010 as a
year of preparation and innovation for the next 100 years.
We would like to think that the new FTD is 100 years
young. Each of us has the responsibility to ensure FTD
Florists and FTD continue to grow and flourish in this fastchanging world.
As we look to the future, we recognize that beautiful
products and exceptional customer service are truly the
core of our business. There are many options for flowers
and for gift-giving in general, but how we define who we are
and what value we provide our customers separates FTD
Florists and FTD from the competition.
Over the past year, the new FTD has launched various
new initiatives derived from what consumers have told us
they want from floral retailers. Consumers expect
delivery notifications when their gift is delivered and we
responded with the FTD Delivery Confirmation Program.
Consumers want assurance that what they order will be
delivered exactly as they ordered and on time, so FTD
2
• Florists are looking for more advertising to promote
the FTD brand and we unveiled a new national
television campaign that is beautiful and positively
affects the entire floral industry. I am pleased to
announce we will be airing even more television
advertising in 2010.
• Florists are looking for more orders within the network
and FTD was awarded multi-year agreements with
respected business partners like USAA, United Airlines
and Delta/Northwest Airlines.
As we continue our quest to execute upon our core
mission and to grow the retail floral industry, the new FTD
has formed an advisory council of successful, respected
florists from across the country. Within each FTD Mercury
Messenger, the FTD Florist Advisory Council will provide
updates to FTD Florists about their accomplishments and
perspective of the new FTD. See the following page for the
first update from the Advisory Council.
With our largest floral holidays right around the corner,
we are aggressively working to increase order volume to
your business, while offering you new, beautiful products
and helpful services to help you operate your business
more efficiently and profitably. With Valentine’s Day being
on a Sunday this year, and President’s Day that following
Monday, some may say the holiday could be a real
challenge. Let’s face this challenge head on. Offer early
delivery promotions…partner with local businesses like
restaurants and spas to offer weekend gift packages.
Make sure your shop is open and delivering on Valentine’s
Day even if you’re typically closed on a Sunday – this is
your holiday and you must make the most of it. FTD will
support you with impactful advertising and marketing
support. A support team will be on call throughout the
week and weekend to help you with whatever you need
for Valentine’s Day.
Again, happy New Year and congratulations to all of us
for 100 years of excellence in the floral industry. Here’s
to our next 100 years together!
19
10 – 2 010
Robert Apatoff
FTD President
ftd ® – the flower experts ™
listening to our
customers! the
New FTD® Delivery
Confirmation
Program
Did you know that sending
a delivery confirmation is one
of the top reasons why
someone is a repeat
customer*? With more and
more gift providers offering
such notifications, delivery
confirmations are now
expected by customers
instead of being seen as
a perk.
On December 1, 2009,
FTD launched a new program that
will continue to advance quality within the floral
industry: The FTD Delivery Confirmation Program.
Our goal is to send 100% of customers a delivery
confirmation within one business day of order
delivery. The program is applicable for all orders
including florist-to-florist, FTD.com and international.
Sending a delivery confirmation with FTD Mercury is
fast and easy. Step-by-step instructions are provided
at www.FTDi.com/quality/delivery. Your participation
in this program is vital as we continue to advance
quality and promote flower-giving as a top choice in
customers’ minds.
The FTD Delivery Confirmation Program presents
a benefit to all parties involved. For consumers, it
improves satisfaction and retention. For sending
florists, it saves time from having to track down the
delivery status of an order. For filling florists, it offers
a $0.50 transmission credit for sending a delivery
confirmation.
FTD® Florist advisory council
the success of our industry rests with
respected florists from around north america
representing you on topics including pricing,
customer service, marketing and product
The floral industry is changing and so is FTD. We know
that the success of our industry depends on keeping
our existing customers delighted while also attracting
new ones. As a result, FTD is actively seeking ways to
improve the customer experience when sending and
receiving flowers. FTD is very focused on bringing flowers
into people’s lives, thereby increasing industry sales and
sales in your shops. FTD has been working with florists
just like you to bring innovative programs and products
to the marketplace to ensure we all grow and are
profitable together.
To help us accelerate these efforts, the FTD Advisory
Council was created. The group of successful, respected
florists from across the country provides input on new and
existing FTD programs, informs about florist concerns and
challenges; and helps direct FTD to be a better partner
with its retail florist members.
Together, we are tackling the real issues that affect your
business in a candid and constructive manner, beginning
with two primary concerns.
Issues the Advisory Council recently
addressed with FTD are:
1. Profitability of wire service orders
2. Profitability of FTD.com orders
Profitability of Incoming FTD Orders
Incoming FTD orders (as all wire service orders) are
incremental business that helps take advantage of under
utilized capacity in your shop. For all but a few days a year,
additional orders each day require no added overhead or
labor costs so those orders add significant dollars to the
day’s profitability.
One way to look at non-holiday incremental orders is
to view your local and incoming wire orders differently.
FTD recognizes that quality will continue to define our
brand, and we’re aggressively seeking new ways to
improve the customer experience and retain business
with FTD and FTD Florists. Delivery confirmation is
just one more way to improve quality and enhance a
customer’s experience with FTD.
Your shop’s base of local orders cover overhead and
labor costs. Florists need to build their local business and
establish a steady flow of orders to cover their shop’s costs.
Once that base is established, incoming wire and FTD.com
orders are very profitable. If you are unsure as to how these
orders can help your bottom line, your FTD Field Business
Consultant can clearly show you the incremental profits
that these orders can generate for your shop.
Profitability of FTD.com Orders
The profitability of incoming FTD.com orders is a topic
that was discussed extensively with the Advisory Council.
These orders are incremental to your business like the
other FTD wire orders discussed above. FTD.com spends
approximately $50 million each year in marketing to attract
these orders into the FTD network and delivers millions
of orders a year to FTD Florists. These orders deliver
incremental profits to your business because the variable
costs of filling them should be lower than the revenue you
receive. Your Field Business Consultant has examples and
can explain how these orders help your bottom line.
Also at the most recent Advisory Council meeting, FTD
shared an open in-depth analysis of FTD pricing formulas
and asked for candid input. We made a great deal of
progress based upon the Advisory Council’s feedback.
By identifying the changes required to help secure
profitability for florists and better help florists how to
evaluate and understand their own economics, both sides
will prosper. This understanding will allow florists to fill
every FTD.com order with confidence. Orders will not get
rejected and customers will continue to send flowers.
A Word Directly from
Advisory Council Members
All segments of our industry are suffering from the fact that
only a small percentage of consumers buy flowers. The
new FTD is bringing marketing expertise and investment.
I have been very impressed by their willingness to listen to
the problems that we have been facing with wire orders
and the creative ideas they are executing to help us
satisfy the needs of our customers while keeping those
orders profitable.
Charles F. Kremp, 3rd, Kremp Florist, Willow Grove, PA
I have served on advisory councils in the past where I had
the distinct impression it was all for show. This council
is different. I have the distinct impression that Mark
[Goldston] and Rob [Apatoff] are truly absorbing the
information we have provided them and I am confident
they will use it to formulate plans for the future that will
benefit both FTD and the FTD Florist.
Greg Royer, Royer’s Flowers and Gifts, Lebanon, PA
Being a part of the new FTD Advisory Council has allowed
me the opportunity to voice concerns florists have being
part of a wire service network. The challenges florists
have in sending and filling wire orders profitably has been
our main focus. I have been encouraged by the dialogue
among the advisory council and FTD to develop new ideas
that will assist florists to be successful during these times
of economic stress and increased competition.
Betsy Hall, Hall’s Flower Shop and Garden Center,
Stone Mountain, GA
The FTD Advisory Council has offered many excellent
suggestions and FTD is already implementing their
recommendations.
Two of America’s
Most Trusted
Brands Partner
for Mother’s Day
For more details and answers to your questions
regarding the FTD Delivery Confirmation Program,
go to www.FTDi.com/quality/delivery.
The collection includes three fresh, colorful designs in
FTD® Marketplace™ containers, plus two new Everyday
designs. The line will be live on FTD.com in spring 2010.
* FTD.com consumer survey, July 2009
get
codified
now!
Call FTD Marketplace today at 800-767-4000 to place
your order.
Fill FTD Luxury
Collection orders
for Valentine’s Day!
Call FTD
Marketplace at
1-800-767-4000
M3 – The Better Homes and Gardens™ Timeless Elegance™
Bouquet presented by FTD® - FH1009
ftd ® Mercury messenger | January 2010
3
®
Celebrating FTD® Florists
Hatcher Florist
Hatcher Florist Celebrates
100th Anniversary
Business is still rosy for third-generation florists (and brothers)
Bob and Doug Hatcher, who celebrated the 100th anniversary of
Hatcher Florist in North York, ON, in 2009.
“We are honored and privileged to be a part of this wonderful floral
tradition, and we are extremely lucky to have been able to work in
a business for almost 40 years where we enjoy going to work every
day and bringing happiness to our wonderful and valued customers,”
said Doug.
(Left to right) Hatcher Florist owners Bob and Doug Hatcher.
Lafayette Florist Celebrates
60th Anniversary
Lafayette Florist
Lafayette Florist is the epitome of a family business. Founders
Yasutaro and Kumiko “Kate” Yoshihara began the small fruit stand
and flower shop at its current location in Lafayette, CO, in 1949,
after being released from a relocation camp in Amache, CO.
FTD® Florists in the news
Blossoms Flowers
Receives Local Awards
Jonlee Flowers Hosts
Wedding Expo
Blossoms Flowers, located in Tallahassee, FL, was
awarded “Best Florist and Best Corporate Citizen of
2009” as determined by Tallahassee Magazine’s readers
choice poll. Blossoms is proud to have received this “Best
of Tallahassee” award nine years in a row. In addition,
Jesica Parker AIFD, FSMD, was recently awarded the
prestigious Place in the Sun-Hall of Fame Award by her
colleagues in the floral industry at the Florida State Florists’
Association 2009 Annual Convention in St. Petersburg,
FL. The coveted award is presented for “Outstanding
Devotion, Professionalism and Dedicated Service for
the Betterment of the Floral Industry” and is a lifetime
achievement award.
Jonlee Flowers recently hosted a wedding expo at
their shop located in Aurora, IL. Owner Ivan Seppell
invited various related businesses in the community
to participate in the highly successful event. Jonlee
Flowers created various vignettes for their wedding
expo. The event was well attended and considered a
highly successful way to attract soon-to-be brides.
In 1960, the couple’s eldest son, Gene, and his wife, Evelyn,
took over the operation. Today, Gene and Evelyn’s children are
continuing the tradition. Daughter Lori Wheat is Merchandise/
Marketing Manager while her husband, Brian Wheat, serves
as Chief Executive Officer. Another daughter, Sandi YoshiharaSniff, is General Manager/Florist while her husband, Craig Sniff,
is Head Grower.
New Mexico Florist Association Board at the FTD booth during the New Mexico State Convention.
(Seated, left to right) Esther Davis (The Florist Shoppe & Gifts, Alamogordo, NM), Melodie Petty
(Mauldins Flowers, Albuquerque, NM) and Vanessa & Scott Gray (The Flower Shop, Grants, NM).
(Standing, left to right) Dea Scarton (DWF, Albuquerque, NM), Garry & Mary Virden (Gift Pantry Florist,
Roswell, NM), Linda Pritchett (Johnnie’s Floral, Lovington, NM), Margaret Brabson (Alamogordo
Flower Co., Alamogordo, NM), Dori Keffalos (House of Flowers, Farmington, NM), Deborah De La Flor
(FTD Design Instructor), Lupe Fuentes (Silver Springs Floral, Albuquerque, NM), Michael White (FTD
Technology Sales Vice President) and Sal Garcia (FTD Mercury Technology Sales Consultant).
(Left to right) Lafayette Florist owners Brian and Lori Wheat of Lafayette,
CO, receive their FTD Top 500 membership plaque from FTD Field
Business Consultant Dave Smith.
Bo-Ty Florist
Bo-Ty Florist Celebrates
60th Anniversary
In 1950, a flower shop opened in Winston-Salem, NC, named
“Bo-Ty” after the original owners, the Bottoms and the Tysons.
By 1955, Bo-Ty Florist had been purchased by Anna and Colin
Dawson and has continued since 1993 under the ownership of
Glenna Dawson, Robert Huff and Leslie Jamback.
(Left to right) Glenna Dawson, Leslie Jamback, and Robert Huff,
owners of Bo-Ty Florist, Inc., have all been involved in the business
for over half of its 60 years.
J. Miller Flowers & Gifts
(Left to right) Charly Andrews, Lisa Metcalf, Melanie Garnett and
Kimberley Baldwin of the award-winning Blossoms Flowers in
Tallahassee, FL.
Risher Van Horn receives
FTD Top 1000 plaque
Rich Mar Florist
Named Official Florist
for U.S. Women's Open
Woods Flowers in Temple,
TX, provided the flowers
for the Temple Daily
Telegram Bridal Show.
Woods Flowers will be
celebrating their 60th
anniversary in 2010.
Flowers and More by Dean in Lafayette, LA,
provided the flowers for the upcoming movie
The Secretariat starring Diane Lane. (Left to
right) Connie Holloway, Bubba & Dean Savoy
(owners), Joseph Sebastian, Tara Grossie, Tonya
Tanner, Tessie Leblanc and Tina Guidroz.
J. Miller Flowers & Gifts
Celebrates 40th Anniversary
Located in Oakland, CA, J. Miller Flowers & Gifts is celebrating
its 40th anniversary. Currently managed by sisters Valerie Lee
Ow and Robbin Lee, the shop was started by their mother who
focused heavily on special events and being very active in the
community. Valerie and Robbin have followed their mother’s
lead, supporting the Master’s Florist Association, local high
schools, the local booster club and many other organizations in
the Oakland community.
Rich Mar Florist, located in Allentown, PA, recently served as the “Official Floral Provider” of the
2009 U.S. Women’s Open. The designation was a great honor as only a few local businesses
were used for the event. The florist gained local recognition on broadcast news and in
newspaper articles. Rich Mar Florist was founded in 1955 and is a fourth generation, familyowned business.
(Left to right) Valerie Lee Ow (owner), Maureen Owens (employee for 30
years) and Robbin Lee (owner).
Enchanted Florist
Debra Wright of Enchanted Florist in Pasadena, TX, receives
her 25 year FTD plaque from FTD Field Business Consultant
Joe Arbona.
(Left to right) Marie Errington, Joan Rubendall and Bobbie Sabo
of Risher Van Horn, Inc. in Collegeville, PA, receive their FTD
Top 1000 Plaque.
4
FTD Design Instructor
Tina Stoecker AIFD,
CFD, PFCI, presented
“Designed 2 Sell”
at the Connecticut
Florists Association’s
“Florist Success” Show
in Springfield, MA,
in October.
Enchanted Florist
Celebrates 25th Anniversary
ftd ® – the flower experts ™
The Enchanted Florist, located in Macomb, IL,
recently turned 750 roses into a half-ton pickup
truck full of food for the local Loaves and Fishes
Food Pantry. Owner Nancy Reed heard that
the local pantry was in need of donations and
organized the event. Everyone who brought
in a food or a cash donation received a red
rose for their contribution. Volunteers at The
Enchanted Florist in Macomb, IL, prepped
flowers for giveaways.
Ramon’s
Flowers in
Lawton, OK,
promotes
their FTD
affiliation.
ftd ® Mercury messenger | January 2010
5
®
Education
Events Calendar
The Top Ten Trends for 2010
March 5-7, 2010
Floral design trends are a
reflection of fashion and interiors,
and this New Year will ring in
ten identifiable “looks.” So be
prepared to impress your clients
and “wow” them with floral
representations of what’s “hot.”
Exploring these interior trends
and applying your own brand of
artistic interpretation will lead to
soaring sales.
Great Lakes Floral Expo
The DeVos Place • Grand Rapids, MI
Featured FTD Design Program: “The Impact of Perception”
presented by FTD Design Instructor Ann Jordan AAF,
AIFD, CFD, mmfd
March 5-7, 2010
Northeast Floral Expo
Crowne Plaza Hartford-Cromwell • Cromwell, CT
Featured FTD Design Program: “Weddings from A to Z”
presented by FTD Design Instructor Deborah De La Flor
AIFD, CFD, PFCI
March 5-7, 2010
Illinois State Florists’ Association Spring Conference
Crowne Plaza Springfield • Springfield, IL
Featured FTD Design Program: “Fond Farewell”
presented by FTD Design Instructor Tina Stoecker AIFD,
CFD, PFCI
March 8-9, 2010
Society of American Florists Congressional Action Days
Fairmont Hotel • Washington DC
March 12-14, 2010
Georgia State Florists Association Convention
Macon Marriott City Center • Macon, GA
Featured FTD Design Program: “Memorial Flowers with
Lasting Memories” presented by FTD Design Instructor
Deborah De La Flor AIFD, CFD, PFCI
March 13-14, 2010
Wisconsin & Upper Michigan Florists’ Association
Convention
Wilderness Resort • Wisconsin Dells, WI
Featured FTD Design Program: “Doing the Daily Grind”
presented by FTD Design Instructor Jeff Corbin AAF,
AIFD, CFD, PFCI
March 14, 2009
Niagara International Association of Florists
Spring Design Show
Holiday Inn Hotel Fort Erie/Niagara Convention Centre
• Fort Erie, ON
March 19-21, 2010
South Dakota Florists Association Convention
Ramkota Inn • Pierre, SD
Featured FTD Design Program: “Vase it!” presented by
FTD Design Instructor John Klingel AAF, AIFD, CFD, PFCI
March 21, 2010
Texas State Florist Assoc. & WesTexas New Mexico
Florist Assoc. Design Show
Hilton Garden Inn • Abilene, TX
Featured FTD Design Program: “Flowers for a New
Generation” presented by FTD Design Instructor
Kristine Kratt AIFD, CFD
March 23, 2010
Delaware Valley Florist Association Design Show
Pennock Floral Company • Philadelphia, PA
Featured FTD Design Program: “Weddings from A to Z”
presented by FTD Design Instructor Deborah De La Flor
AIFD, CFD, PFCI
April 13, 2010
Allied Florists of Houston Design Show
Southern Floral Company • Houston, TX
Featured FTD Design Program: “Mother's Day Survival
Skills” presented by FTD Design Instructor Ann Jordan
AAF, AIFD, CFD, mmfd
6
FTD® Focus
Article written by FTD Design
Instructor Tina Stoecker AIFD,
CFD, PFCI
1) “Shabby Chic” will be
replaced by “Me Chic”—a style
that showcases special items
homeowners have collected “along they way”. Décor will
feature mix-and-match furnishings for a more elegant,
eclectic feel. This interior should be complemented by
abundant combinations of unique blossoms accented
by strands of gold or silver bullion. Keep your designs to
classic round and rectangular forms but add clustering or
pillowing techniques to give them a more upscale feel.
2) The current passion for one-of-a-kind items, also
known as the “Artistic Love” look, will give you an
opportunity to showcase your unique talents like
braiding or weaving. To appeal to this client, who enjoys
everything handmade, add a collar of rolled leaves to a
traditional glass vase filled with wildflowers and fillers.
3) Paisley, floral, geometric and bird-themed items reflect
the “Pattern Pride” trend. Mixed bouquets featuring birds,
butterflies or bees will be popular. Place flowers as they
grow in nature and watch sales soar.
4) “Style Shock” combines mosaics and patchworks
on everything from fabrics to furniture. Grouping or
segmenting flowers of unique shape and form will thrill
the client to whom this fashion statement appeals.
5) High-end items will be going green in the coming
year of “Eco Environmentalism". So promote vendors and
products in your showroom with signs touting their
green-based prowess. Weight every display and design
with all hues of green. Jade roses, lime-colored fujis and
kermits will add the visual punch this client seeks.
6) Louis XVI furnishings are not a new trend, but in
“Modern Embrace” you will find them updated by the
use of fun, vibrant colors. This contemporary interior
style is best balanced by the traditional round form of
a Flemish arrangement. Pair black, copper or gold urns
with garden roses, hydrangeas and French tulips. Excite
the design with accents of your favorite earthy pod.
7) “Fashionista Finery” features soft fabrics filled with
glamour and beauty. Add crystals and rhinestones to
your arrangements, and be prepared to present multiple
mono-floral bouquets in trendy glass vases. Feathers are
great, but also try one of my favorite floral accents—honey
bracelet paired with tree fern for that soft, flowing feel.
8) The “Design Without Borders” trend celebrates the
cultural character of China, Russia, Morocco, India and
Latin America intermixed to generate a rich elegance.
Your good taste in matching containers with bold flowers
will be applauded by the consumer to whom this trend
appeals. Think tropicals in vibrant colors harmonized
with carnations, lilies and hypericum. The trick to
successfully pulling this style together is featuring at
least three types of greenery with your florals.
9) If your favorite grower promotes education and/or
a support system for their workers, then consumers
enamored by the “Live Responsibly” trend will flock
to your door. Flaunt green, sustainable and fair trade
products by telling their stories. Organically grown
products will garnish interest from this client, but only
if you market them well. Simple design styles balanced
with standard flowers like chrysanthemums, carnations
and lilies will be best appreciated. Promote the recycling
of vases to attract these loyal customers.
10) “Sanctuary Home” speaks to earth-inspired colors
that are ever-present during times of economic distress.
All the hues of the rainbow feature undertones of brown.
If you’d like to attract this consumer, offer them security
and a happy environment through design. Make sure
to stock up on barked wire and employ a sheltering or
veiling technique to encircle your designs. Lotus pods
surrounded by tufts of reindeer moss with sunflowers,
dahlias and celosia will be a big hit.
These ten forecasted interior looks by the decorating
divas are the key to creating retail sales. So pop the cork
on a bottle of champagne and get ready to celebrate
design and the looks of 2010. Make sure to feature these
looks in your cooler. Flowers are everywhere, but artistry
is limited to YOU, the talented FTD Florist.
Technology and Creativity
Make Florida Florist a Success
Mercury Technology Introduces
online Video Training
Apple Blossom Florist in Winter Park, FL, has truly improved their business operations as
a result of purchasing FTD Mercury Point of Sale. Customers recognize and appreciate
the service enhancements and functionality provided by the system.
Getting new employees up to speed with FTD Mercury just became easier with the addition
of online training videos. Available on Merc Tech U (floristwiki.ftdi.com), these videos are
provided as both streaming Adobe Flash files and downloadable Windows Media movies.
“We are able to take a picture of all our arrangements,” said owner
Lizz Johnson. “It’s a valuable tool to provide out-of-town customers
with actual photos of what was sent, especially with funeral work
since they most likely will not be here to see them.” Customers of the
shop have told Johnson that now they know exactly what was sent
and are proud of the arrangements, as if the customer designed
them themselves.
Videos are typically 3 to 5 minutes in length, and each video shows you how to perform
a specific, day-to-day task using FTD Mercury X1. Topics include how to send a delivery
confirmation message for a wire in order, how to use the Funeral Log, how to add products,
and how to handle phone orders. With dozens of videos available right now, you can learn
how to use FTD Mercury at your own pace—whether you’re new to the system or just need
a refresher course.
Apple Blossom Florist photographs all of the arrangements they produce and
airs them on the television they have running in their front window. “We catch
people stopping and watching the designs as they revolve on the screen,” said
Johnson. “The television cost around $400 and was a great addition to continue
marketing our designs for little-to-no money.”
“It all starts with good technology,” states Johnson. “We are constantly looking to
upgrade our FTD website with pictures of our shop, our family, and some of our
designs. We added a testimonials section, so anyone who emails us or writes us a
thank you is added onto that page. This shows
consumers that people are happy with our
work and we are a small, local business that
supports our local community and charities.”
2011 Wall
Calendars and
Date Books Are
On Sale Now!
Johnson concluded, “We are proud to be
‘old time’ florists, but we’ve grown with
technology that FTD made possible
for us. Like fine wine, we are only
getting better with age!”
Orders of 5,000 or more pieces
will receive extra-special pricing.
Order today from FTD
Marketplace at 1-800-767-4000.
FTD Mercury enables you to take pictures of
arrangements (using the Logitech Web Cam
or your own camera) and both send them
to customers and upload them to your FTD
Florists Online website.
FTD is very excited to have FTD Design Instructor Keith White
AIFD, CFD represent FTD and the USA in the competition. We are
also proud to announce that FTD Design Instructor John Klingel
AAF, AIFD, CFD, PFCI will be one of the premier judges.
We wish both Keith and John the best of luck in their adventures
at the 2010 World Cup Competition.
(Left to right) FTD Design Instructors Keith White and John Klingel.
ftd ® – the flower experts ™
Your Imprint Here
1234 Main Street
Downers Grove, IL 12345
1-800-123-4567
www.yourwebsitehere.com
(Left to right) Owners Robert, Lizz, and
Haley Johnson from Apple Blossom
Florist in Winter Park, FL.
Shown: Members of KSM, (3rd from right) Jordin Sparks
and (2nd from right) Charice.
Your Imprint
Here
1234 Main
Street
Downers
Grove, IL
12345
1-800-12
www.yourw 3-4567
ebsitehere.
com
New Customer Choice designs
for Valentine’s Day
FTD sends designers to
Interflora World Cup Competition
The 13th Interflora World Cup Competition will be held March
26-28, 2010, in Shanghai, China. The World Cup presents an
opportunity for the world’s leading floral designers to compete
at an international level before a global audience.
Visit Merc Tech U today and click on the video demonstrations link to see the full library of
online training videos available. Make sure to check back often as we add to the collection
based on your needs and feedback!
To view all of the products and recipes
for the FTD Customer Choice Program,
visit www.FTDi.com/customerchoice.
Purchase your FTD Customer Choice
Program containers through FTD
Marketplace at 1-800-767-4000.
FTD Celebrates
Valentine’s Day
with Skaters
FTD is proud to sponsor Silk Skate for the
Heart ice skating show. The show features 2010
Olympic ice skating hopefuls performing to live
music. Town & Country Gardens, located in Elgin,
IL, designed the huge presentation bouquets for
the singers.
Watch it on NBC-TV
Sunday, January 31, 2010
4-6 p.m. EST
The FTD My Sweet Love Rose
Bouquet (xx-4377)
ftd ® Mercury messenger | January 2010
7
®
100 years of ftd
On August 18, 1910 in Rochester, New York, a small group of innovative florists made history by creating the country’s first flowers-by-wire service — FTD.
From its inception, FTD has stood for innovation, leadership and quality in the floral industry, across North America and around the world. Our achievement is
proudly embodied by one almost universally recognized symbol—the black and gold 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.
We thank you for your years of outstanding service and for helping make FTD what it truly has become—part of the fabric of America.
Thank you for making the world a more beautiful place!
Buy your limited edition FTD 100 Year Anniversary Collectibles now!
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 mens’ & Ladies’ twill shirt
4.5 oz. 55/45 poly/cotton shirt with
back box pleat and adjustable cuff.
Available in long and short sleeve.
Black 30" Bib Apron
7 oz. 65/35 poly/cotton with two
lower pockets. Adjustable neck strap.
One size fits most.
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.
For information about FTD's 100 Year Anniversary,
go to www.FTDi.com/100
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 International Retrans
retrans@ftdi.com
FTD Mercury support - 888-205-7225
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ftd ® – the flower experts ™