Vol. 48 No. 3 FTD Newsletter © 2007, FTD

GREETINGS FROM FTDDear FTD Members,

With two major floral

holidays behind us

this year, it is time

for many of you to

catch your breathe

and prepare your Christmas merchandising

plans. But before we even talk about the next

cycle of holidays, I would be remiss if I did not

talk about Mother’s Day.

Many of you responded to our post Mother’s

Day online survey sent out at the end of

May. The response rate was excellent and I

appreciate you taking the time to answer

some questions for us.

Overall, half of you who responded to the

survey increased your sales over last year’s

Mother’s Day. The holiday continues to

come out on top and represents your

greatest amount of sales for a single

occasion annually.

The data we obtained in the survey is

extremely valuable to us.We will be using the

results to help guide us for next year’s

Mother’s Day, as well as looking forward to

upcoming fall/winter holidays.

Not only will we use this survey data based on

your Mother’s Day for future planning, we will

also start sending out brief surveys on a

regular basis to help us learn more about your

everyday business to track trends. As your

partner, we are committed to providing you

with the best industry research available.

Listening to your concerns and creating

solutions to help you become more profitable,

competit ive and able to thrive in the

marketplace is our #1 goal. I encourage you to

complete the surveys and want you to know I

am personally reviewing the results. We will

share results with you in the October issue of

this newsletter.

Another way FTD is assisting you with

building your business is by offering

quality educational programs. Please make

sure to attend one of the five FTD on the Road

Shows coming up or the FTD Canadian

Florist Conference. The 2007-2008 shows

are bigger and better than last year offering

more interactive product demonstrations,

nationally-recognized business and design

experts and specials on the latest codified

products plus much more. See the story on

page 6 for more details.

Have a great summer and thank you for

continuing to support FTD!

Michael Soenen, FTD President & CEO

• Full-day show• Interactive education

• Hands-on workshops• More demonstrations

New This Year:

FILL THE ORDERS CONSUMERS WANT–ANNOUNCING FTD.COM’SBEST SELLERS PROGRAMFTD WANTS TO GIVE YOU MORE ORDERS!

How? FTD is launching several new FTD.COM

products that are florist-filled, same day

delivery offerings beginning this month.

We have taken the top selling products on

FTD.COM that are the most popular drop

shipped products and have made them

available for FTD Florists to fulfill. Due

to consumer demand, we want florists

to offer these products and benefit from

more business.

The greatest benefit about this excit ing

program is that FTD is helping you get

more business. These products are easy to

produce as they are pre-made FTD Flower

Exchange bouquets sourced directly from

grower farms, while the vases are available

for purchase through FTD Marketplace.

Product information, pricing, and recipes for

these FTD.COM Best Sellers will be included

in the June FTD Clearinghouse Statement.

This same information is also available now at

www. FTDi.com. In addition, the recipes for

each of the top seller products will be sent

with the Mercury order message.

Every FTD Florist will be codified for thenew FTD.COM best sellers products. Ordersfor these new FTD.COM best sellers will besent to you automatically. If you choose notto participate, you will be able to opt out ofthe program.

Here is a great opportunity for you toreceive more business from FTD. And theseare simple orders to produce since FTD hasprovided you with the product, pricing andmarketing support.

Please contact FTD Member Services at

800-788-9000 with any questions.

ORDER YOUR FTD.COMBEST SELLERS PRODUCT TODAY!

FOR FLOWERS VISITwww.FTDFlowerExchange.comAND CALL FTD MARKETPLACEAT 800-767-4000 TO ORDER

THE CONTAINERS.

Dreamland Pink Bouquet Red Rose Bouquet

SAVE THE DATEFTD CANADIAN FLORIST CONFERENCE

SATURDAY, JANUARY 26 & SUNDAY, JANUARY 27INTERCONTINENTAL TORONTO CENTRE

COMBINE YOUR TRIP TO THE TORONTO GIFT SHOWWITH THE FTD SHOW!

LEARN • SHOP • NETWORK

The FTD Team is Working For You!Contact Information:

FIND YOUR FTD BUSINESS CONSULTANT at FTDi.COM

FTD MARKETPLACE SALES • 800-767-4000marketplacesales@ftdi.com

FTD MEMBER SERVICES • 800-788-9000membership@ftdi.com

FTD TECHNOLOGY SALES • 800-767-3222technology@ftdi.com

FTD FLORISTS ONLINE • 800-576-6721floristsonline@ftdi.com

FTD FLOWERS ALL HOURS • 800-669-1000fah@ftdi.com

FTD CASH-FLO • 800-788-9000 EXT. 4262cashflo@ftdi.com

FTD DIRECTORY SERVICES • 800-788-9000directoryservices@ftdi.com

NEWSLETTER • prdept@ftdi.com

INTERNATIONAL RETRANS • retrans@ftdi.com

FTD FLOWER EXCHANGE • 800-767-4000ftdflowerexchange.com

www.FTDi.COM

in this issueROYER’S FLOWERS AND GIFTS LAUNCHES FREE KIDS CLUB . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 2

CHRISTMAS IN JULY: SPRINT INCREASES DISCOUNT FOR FTD MEMBERS . . . . . . . . . . . . . . . . . . . .PAGE 2

FTD EDUCATION TEAM MEMBER RECEIVES LIFETIME ACHIEVEMENT AWARD . . . . . . . . . . . . .PAGE 3

LONG ISLAND FLORISTS TEAM UP TO COLLECT FOOD FOR NATION’S LARGEST FOOD DRIVE . .PAGE 3

ST. LOUIS FLORIST AND ALMA’S BOB MOORE FLOWERS CELEBRATE SPRINGWITH DAFFODIL DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 3

VICTORIAN ROSE PROMOTES MAY DAY WITH FREE FLOWERS . . . . . . . . . . . . . . . . . . . . . . . .PAGE 3

START PLANNING YOUR FTD® GOOD NEIGHBOR DAY® TODAY! . . . . . . . . . . . . . . . . . . . . . . . .PAGE 4

FTD MEMBER HIGHLIGHTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 4

WOW YOUR CUSTOMERS WITH NEW FTD CONTAINERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 5

MICHIGAN FLORISTS LEARN NEW SYMPATHY DESIGN APPROACH . . . . . . . . . . . . . . . . . . . . .PAGE 5

FLORIDA FLORISTS LEARN HOW TO ADD “PIZZAZZ” TO PROMOTIONS . . . . . . . . . . . . . . . . . .PAGE 5

FTD ANNOUNCES 2007-08 ROAD SHOW SCHEDULE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 6

AUTOMATE, STREAMLINE, AND PROFIT WITH FTD MERCURY POINT OF SALE! . . . . . . . . . . . .PAGE 6

EDUCATION: FESTIVE FALL DECORATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 7

GET READY FOR THE HOLIDAYS WITH FTD MARKETING MATERIAL . . . . . . . . . . . . . . . . . . . . .PAGE 7

LOOK IN THE MAIL FOR YOUR FREE FTD PROMOTIONAL KIT ANDFLORAL SELECTIONS GUIDE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 8

CREATE CUSTOM FLOWER BOXES WITH THE INDUSTRY’S ONLYONLINE BUILD-A-BOX PROGRAM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .PAGE 8

NEW PAID PLACEMENT ADVERTISING OPPORTUNITY IN FTD MERCURY . . . . . . . . . . . . . . . . .PAGE 8

BOOST PROFITS WITH FTD WEBGIFTS – NO INVENTORY, NO RISKS! . . . . . . . . . . . . . . . . . . .PAGE 8

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CHRISTMAS IN JULY: SPRINT INCREASESDISCOUNT FOR FTD MEMBERSFTD AND SPRINT ARE EXCITED TO EXTEND AN

exclusive offer to FTD Members.Whether you are a

new or existing Sprint-Nextel customer, you can

take advantage of an increased discount on all your

wireless telephone needs. The offer will allow you

to SAVE 15% on your monthly service charges.

Sprint strives to be as flexible and mobile as your

industry. They offer wireless workplace solutions

that include features to meet your business and

personal needs.

Sprint gives you the choice and flexibility you need

to make the most of your wireless data service. The

Sprint power vision network provides rich and clear

visuals, high quality sound and broadband like

speed on your wireless phone with services such

as Sprint TV, picture mail, on-demand, phone as

modem, and text messaging.

Sprint and Nextel have recently joined together to

offer you more choice and flexibility. This powerful

combination brings you access to more products,

more services and more of what you need – to do

more of what you want. Welcome to the future full

of possibility.

To learn more, visit www.aboundsystems.net/FTD

or call 1-866-621-8776 today.

ROYER’S FLOWERS AND GIFTS LAUNCHESFREE KIDS CLUBRROOYYEERR’’SS FFLLOOWWEERRSS && GGIIFFTTSS IN PENNSYLVANIA

and Ohio is reaching out to a younger generation of

consumers by introducing a free kids club for

children ages five to twelve.

With parental permission, children may register for

the kids club at any one of the16 Royer’s locations

or online. Membership benefits include a member-

ship card, web site activities, an e-mail newsletter,

giveaways, contests, and member-only events.

“Initiating the kids club is just one way we promote

our product to the next generation of flower

buyers. It is our goal that the children remember

our shop’s name when it comes time to order

flowers for their high school dances and eventually

their wedding day,” said Greg Royer, president of

Royer’s Flowers & Gifts.

Royer’s Flowers & Gifts has been an FTD Memberfor five years.

A Royer’s Kids Club member creates a flower pot during a member-only event.

Two children decorate a clay pot as a special present for their mom at the Mother’s Day Kids Club event.

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ST. LOUIS FLORIST AND ALMA’S BOBMOORE FLOWERS CELEBRATE SPRINGWITH DAFFODIL DAYSMIKE MAKARA, OWNER OF SSTT.. LLOOUUIISS FFLLOORRIISSTT

GGiiffttss && GGrreeeennhhoouusseess and AAllmmaa’’ss BBoobb MMoooorree

FFlloowweerrss in Alma, MI, passed out over 1,500

daffodils to area businesses in celebration of the

2nd Annual Daffodil Days. Mike started the event

last year in order to build relationships with area

businesses and the community by encouraging

them to shop at his full service floral shops.

In addition to the free flowers, Mike also hosted

an event at his shop that evening, which included a

presentation by St. Louis Florist head designer and

assistant manager Joe Kairunas.

St. Louis Florist and Alma’s Bob Moore Flowers

have been an FTD Member since 1998.

Ralph MacDonald (left) and Mike Makara, owner of SStt.. LLoouuiissFFlloorriisstt (right) prepare baskets of flowers for Daffodil Days

Employees at SStt.. LLoouuiiss FFlloorriisstt pass out bunches of daffodils to customers.

Pictured left to right: Karen Beebe of BBeeeebbee''ss HHoonneeyy BBeeee FFlloorriisstt,Gloria and Dave Kurtinaitis of the Long Island Retail Florists' Association and Sean Beckert of SS..FF.. FFaallccoonneerr FFlloorriisstt in PortWashington, NY sort food for the 15th Annual NALC food drive.

Jim Weedon, FTD Regional Vice President and President of theLong Island Retail Florists Association and Gloria Kurtinaitis, VicePresident of Long Island Retail Florists Association, lend a helping hand for the NALC food drive.

LONG ISLAND FLORISTS TEAM UP TO COLLECT FOOD FOR NATION’S LARGEST FOOD DRIVEWITH THE HELP OF A NUMBER OF LOCAL

businesses, BBeeeebbee’’ss HHoonneeyy BBeeee FFlloorriisstt in

Brightwaters, NY and SS..FF.. FFaallccoonneerr FFlloorriisstt in Port

Washington, NY along with dozens of other Long

Island florists collected and sorted nearly 860,000

pounds of food for the 15th Annual National

Association of Letter Carriers (NALC) food drive,

which is the nation’s largest one-day effort to

combat hunger. Each year, letter carriers across

the U.S. deliver food to local food banks, pantries

and shelters to help needy families.

Ken and Karen Beebe of Beebe’s Honey Bee Florist

and Beckert of S.F. Falconer Florist, along with

their family, friends and co-workers, sorted the

food, which was delivered by letter carriers in the

Bay Shore area on May 12.

Beebe’s Honey Bee Florist has been an FTD

Member since 1977 and S.F. Falconer Florist has

been an FTD Member since 1930.

VICTORIAN ROSE PROMOTES MAY DAY WITH FREE FLOWERSBARBARA HUNINGHAKE AND JIM BUSH OF

VViiccttoorriiaann RRoossee brightened the day of hundreds

of nursing home residents, hospital patients and

business owners with free carnations in honor of

May Day. Dressed in a bee costume, Jim passed

out flowers that accompanied a card that read

“Happy May Day!” and listed the shop’s contact

information.

Traditionally honored on May 1, May Day is

celebrated with the giving of "May baskets,” small

containers of candy and flowers. Barbara wanted

to bring back the good memories associated with

the holiday and brighten the day of those people

who received a flower.

“The event caused quite a sensation! It was quite

touching to see the facial expressions when they

received the flower. Some people commented that

they'd never received a May Day flower and some

people mentioned they remembered giving May

Day baskets as a child,” said Barbara.

Victorian Rose has been an FTD Member for four years.

Barbara Huninghake and Jim Bush of VViiccttoorriiaann RRoossee deliver carnations to a local business.

The FTD Newsletter is sent to approximately 20,000 FTD Members across the UnitedStates and Canada. If you have feedback, a letter to the editor, or have a story and photos you’d like to share, please send it to the editor of The FTD Newsletter atprdept@ftdi.com or FTD Newsletter, 3113 Woodcreek Drive, Downers Grove, IL 60515.We look forward to hearing from you!

www.FTDUniversity.comTThhee iinndduussttrryy’’ss oonnllyy oonnlliinnee ttrraaiinniinngg pprrooggrraamm -- eexxcclluussiivveellyy ffoorr FFTTDD MMeemmbbeerrss..

VViissiitt iitt ttooddaayy!!

CONGRATULATIONS TO FTD DESIGN INSTRUCTOR

Deborah De La Flor AIFD, PFCI who received the

“National Place in the Sun” award from the

Florida State Florists’ Association (FSFA) at their

annual convention in June. The award was given to

Deborah in recognition of her lifetime achievement

in the floral industry.

“I have been so blessed in this industry,” said

De La Flor. “The wonderful world of flowers has

taken me to many wonderful places. Florida is so

instrumental and supportive of my floral career. It is

an honor to be recognized by FSFA as they are

my family.”

Deb is a world renowned floral designer with 27

years of experience and owns De La Flor Gardens,

a full service floral, nursery and garden center in

Ft. Lauderdale, FL. She is also a member of the

prestigious FTD Education Team.

Deborah De La Flor (center) is surrounded by her family at the Florida State Florists’ Association Convention in June after receiving the“National Place in the Sun” award for her lifetime of achievement in the floral industry. Deb and her husband Gus (back row, center right)own DDee LLaa FFlloorr GGaarrddeennss in Ft. Lauderdale, FL. De La Flor Gardens has been an FTD Member since 1986.

FTD EDUCATION TEAM MEMBER RECEIVESLIFETIME ACHIEVEMENT AWARD

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FTD MEMBER HIGHLIGHTS

(1) Tom Lynch of JJaammeess CCrreessss FFlloorriissttss LLttdd in Smithtown, NY realizes the benefits of the new FTD Mercury 8.0 upgrade. James Cress Florists has been an FTD Member since 1966. (2) FTD Regional Vice President Jim Weedon andFTD Field Business Consultant Al McCann visit with Mr. Alan of MMrr.. AAllaann''ss TThhee OOrriiggiinnaall FFlloorriisstt in Brick, NJ. Mr. Alan's The Original Florist has been an FTD Member for seven years. (3) Angei Kostoff of AAnnggeeii’’ss FFlloorraall CCrreeaattiioonnss in Aurora,IL takes a break from helping customers and creating floral arrangements to spend time with her dog, Butch. Angei’s Floral Creations has been an FTD Member for three years. (4) Jesus Felix of XXoocchhiimmiillccoo FFlloowweerrss in Tucson, AZ useshis FTD Mercury Technology system to take an order. Xochimilco Flowers has been an FTD Member for one year.

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START PLANNING YOUR FTD® GOOD NEIGHBOR DAY® TODAY!THE 13TH ANNUAL FTD® GOOD NEIGHBOR DAY® IS

Wednesday, Sept. 5! Since 1994, FTD and FTD

Florists throughout the U.S. and Canada have been

spreading kindness on FTD Good Neighbor Day, an

annual event that promotes community goodwill and

increases consumer awareness of flowers as the

ideal gift.

The concept is simple – a participating FTD Florist

gives out a dozen flowers free of charge per

customer and asks them to keep one and give the

rest away to 11 other people. As a result of the

event, FTD Good Neighbor Day participants are

rewarded with repeat business and customer loyalty.

Participating shops are encouraged to partner with

a local non-profit organization to further spread

goodwill such as a food bank or clothing donation

center. Customers can bring in items for donation in

exchange for their free flowers! The possibilities are

endless and will also draw media attention to

the shop.

Join your fellow florists by spreading friendship and

goodwill this year! FTD has produced an FTD Good

Neighbor Day promotional kit to assist florists in

developing a successful event in their shops. The kit

is available online at www.FTDi.COM and includes all

the marketing materials needed to create awareness

of this event, including ad slicks and press releases.

VISIT FTDI.COM TO:• View, download and personalize the FREE FTD

Good Neighbor Day Promotional Kit

• Tell FTD you’re a participating florist

• Ask for a FREE listing on FTD.COM for media and

consumers to find participating florists

FTD Good Neighbor Day was started in 1994 by FTD

Member Brook Jacobs, owner of Greenbrook Flowers

in Jackson, MS. Jacobs invited all fellow florists to

share in the idea 12 years ago through FTD.

SPECIAL PRICING ON FLOWERSBe sure to take advantage of the

special FTD Good Neighbor Day pricing on roses, carnations and daisies that

FTD Flower Exchange offers.

Call 1-800-767-4000 to place your order or fax an order formfound at www.FTDi.COM under the “FTD Good Neighbor Day” icon.

Each year FTD Good Neighbor Day

gets more rewarding as it grows in

our community. We partnered with a

food bank and collected over two

shopping carts full of non-perishable

food items. Additionally, we received

great coverage on our local radio

station that broadcasted live from

outside our shop’’– Pat Hines of PPeecckk’’ss FFlloorriisstt in

Cedar Rapids, IA

’’

Wow, what a great day! We had over

800 people come through our flower

shop to get free flowers and promise

to pass them out. The greatest part of

this event are the smiles it puts on

everyone’s face. People come in the

shop to tell me ‘I received a rose from

someone and it made my day’’– Bob Bryant of Flowers by Robert

Taylor in West Covina, CA

’’

Deborah Smith and Susan Fehling of AA BBlloooomm AAbboovvee in Naperville,IL showcased their 2005 FTD Good Neighbor Day signage in frontof their shop. A Bloom Above has been an FTD Member for three years.

Dan Bryant, owner of FFlloowweerrss && MMoorree in Bainbridge, GA created FTDGood Neighbor Day shirts for all his employees last year. Flowers &More has been an FTD Member for three years.

The creator of Good Neighbor Day, Brook Jacobs of GGrreeeennbbrrooookkFFlloowweerrss in Jackson, MS interviews with a reporter from the localNBC affiliate. Greenbrook Flowers has been an FTD Member for58 years.

FTD® GoodNeighbor Day isWednesday,September 5!

Last year, the staff of TTiimm CCllaarrkk’’ss FFlloowweerrss in Markham, Ontario teamed up with non-profit organization The Centre for D.R.E.A.M.S Inc. forFTD Good Neighbor Day. They raised over $900 for the charity, which provides education and life experiences for intellectually challengedadults. Tim Clark’s Flowers has been an FTD Member for 12 years.

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WOW YOUR CUSTOMERS WITH NEW FTD HOLIDAY CONTAINERS

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FLORIDA FLORISTS LEARN HOW TO ADD“PIZZAZZ” TO PROMOTIONSFTD DESIGN INSTRUCTOR TINA STOECKER AIFD,

PFCI showed attendees at the Florida State

Florists’ Association Convention in June how

to create “Promotional Pizzazz”. In addition to

Tina’s design presentation, FTD Vice President of

Technology Sales Tom Lucas shared his tips for a

successful e-mail marketing campaign using FTD

Mercury Point of Sale. The staff from EEmmeerraalldd CCooaasstt FFlloowweerrss in Santa Rosa Beach, FLattends the Florida State Florists’ Association gala in style. Emer-ald Coast Flowers has been an FTD Member for six years.

FTD Technology Sales Representative Debra Mager (left) thanks Bill and Winnie Cross of SSaallllyy’’ss RRoosseess in St. Augustine, FL for filling the FTD codified containers displayed at the Florida State Florists’ Association Convention. Sally’s Roses has been an FTD Mem-ber since 2006.

BE SURE TO GET CODIFIED FOR FTD HOLIDAY

containers by September 4 in time to appear in the

November/December/January FTD Directory. The

containers are the perfect consumer solution for

gift-giving, entertaining and gett ing in the

holiday spirit.

CALL FTD MARKETPLACE AT 800-767-4000 TODAY!

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Becky Barlow of BBaarrllooww FFlloorriisstt in Hastings, MI receives a few design tips from FTD Design Instructor John Klingel during hishands-on sympathy workshop. Barlow Florist has been an FTDMember since 1973.

Emilee Lark and Pam Funk of SSeeaassoonnss FFlloowweerrss in Grandville, MIstand in front of the FTD booth. Seasons Flowers has been anFTD Member since 2001.

FTD Design Instructor John Klingel showcases a sympathy tribute during his education program, “The Celebration of a Life with Flowers.”

MICHIGAN FLORISTS LEARN NEW SYMPATHY DESIGN APPROACHFTD MEMBERS IN MICHIGAN RECEIVED A FRESH

approach on sympathy tributes at the Michigan

Floral Association Convention in March. John

Klingel AIFD, AAF, PFCI presented “The Celebration

of a Life with Flowers.” John’s program provided

florists with design mechanics and solid sales

techniques to help florists sell and create designs

that express the customer’s sentiments.

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AUTOMATE, STREAMLINE, AND PROFIT WITH FTD MERCURY POINT OF SALE!FTD IS PLEASED TO ANNOUNCE THE NEWEST

release of FTD Mercury Point of Sale, our flagship

floral business solution. The new version provides

exciting features to save time, increase efficiency,

and increase florist profitability. This breakthrough

release delivers a robust platform to power flower

shops of all sizes.

The newest FTD Mercury Point of Sale release

includes several new features designed to make your

day-to-day tasks easier and more efficient, such as

one-click refunds. Other features, such as Automatic

Order Processing, can significantly change your

business so you can devote more time to satisfying

your customers.

“Mercury Technology is a driving force in the floral

industry and a key part of FTD’s business.” said Larry

Johnson, Executive Vice President of the FTD Florist

Segment. “FTD Mercury Point of Sale represents our

constant investment in tools to meet our member

florists’ technology needs. We’re extremely excited

about this release and have been very successful

rolling it out to our members and new customers. We

think this is our best release yet.”

Existing FTD Mercury customers will automatically

receive this exciting new upgrade free of charge—

no action is required.

SAVE MONEY AND GENERATE PROFITSWITH FTD MERCURY POINT OF SALE

Save time and make money with these unique and

powerful FTD Mercury features:

MERCURY DELIVERY – SAVE UP TO $10,000 ANNUALLY!• Leading the industry with Microsoft®

MapPoint software

• Time-saving features – simply key in the

addresses and FTD Mercury will map it

• Save fuel costs and stop sending drivers to

the wrong addresses

MARKETING – GENERATE YOUR OWN CAMPAIGNS • Upload and manage your own email lists and

campaigns with industry leader Constant Contact®

• Wow customers with personalized letters

and reminders

• Execute campaign faster than ever with an

easy-to-use wizard

• Choose from 30+ letter templates and 20+

postcard templates

AUTOMATIC ORDER PROCESSING – ZERO TOUCH INCOMING ORDERS

• Automatically process incoming

Mercury messages

• Automatically process orders received by

any channel (FTD Florists Online, FTD Flowers

All Hours, third-party Web sites) without any

user interaction

DASHBOARD – THE PULSE OF YOUR BUSINESS AT YOUR FINGERTIPS

• Monitor your business from one screen

• Graphical Dashboard lets you see what’s

happening every minute of every day

DELIVERY CONFIRMATION – ELIMINATE THE #1 CUSTOMER CALL• Innovative and leading edge wireless

delivery confirmation

• Drive repeat business – provide coupons to

customers, email marketing

• Replace cell phones and plans with Nextel/

Motorola, an FTD partner, to increase customer

satisfaction and reduce delivery costs

MIGRATE YOUR EXISTING DATA TO FTD MERCURY If you are not using FTD Mercury Point of Sale,

what are you waiting for? FTD can migrate your

data from FTD Advantage, Teleflora Daisy and

Eagle, FAS and RTI. (Teleflora Dove POS migration

coming soon!)

DON’T DELAY, CALL FTD MERCURY TODAY! Contact FTD Mercury Technology Sales at

1-800-767-3222 for more information or to

schedule a free demo. You can also visit our Web site

at www.ftdmercury.com.

FTD ANNOUNCES 2007-08 ROAD SHOW SCHEDULEBACK BY POPULAR DEMAND! FTD IS HOSTING

for the second time the FTD on the Road Shows

exclusively for FTD Florists in conjunction

with the gift markets in five major U.S. cities.

New this year is an all-day format including

two hands-on workshops, interactive product

demonstrations, FTD Marketplace specials and

corsage bar, in addition to shopping, networking

and education at a convenient location near the

gift show.

Members will also have the opportunity to

preview and purchase the newest line of FTD’s

Holiday and Everyday products, the chance to

network with other florists at an FTD members-

only lunch and dinner and view demos of FTD

Flower Exchange, FTD Technology, FTD online

marketing programs and more!

The early bird registration fee for each

show is $49.00 per person and includes

lunch, dinner, trade fair and design and

business programs. Each hand-on workshop

is an additional $25 and pre-registration

is required.

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ttoo wwwwww..ffttddii..ccoomm!!

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THE FTD ON THE ROAD SHOW SCHEDULES AT EACH SHOW INCLUDE:

LLooss AAnnggeelleessSaturday, July 21

Wilshire Grand Los Angeles

CChhiiccaaggooSaturday, July 21

Holiday Inn

Chicago Mart Plaza

NNeeww YYoorrkkSaturday, August 11

Grand Hyatt New York

AAttllaannttaaSaturday, January 12

Westin Peachtree Plaza

DDaallllaass Saturday, January 19

Hilton Anatole

Design Instructor Jeff Corbin AIFD, AAF, PFCI presented “Pristine Parties” at the FTD on

the Road Show in Dallas last year.

Last year, FTD Field Business Consultant Dina Dandelles reviewed the 2007 FTD Spring

and Summer Buyer’s Guide with FTD Member Margot Sersen of LLaaSSaallllee FFlloowweerr SShhoopp in

Chicago, IL at the FTD on the Road Show in Chicago.

Call For a FREE Demo!800-767-3222

NEW!

Coming on

the August

Directory

CD!

7

education:festive fall decorations

By FTD Design Instructor Ann Jordan, AAF, AIFD

AUTUMN IS A SEASON OFchange. Kids are back inschool, winter is just aroundthe corner and florists aregetting ready for the busyholiday season. Change canbe a difficult thing to someand others thrive on it. Florists

can use this time of year to make some changes thatwill reflect the image they want. Fall is conventionallya time of tradition but savvy florists are adding a twistof stylish trends to catch consumers’ attention and obtain them as customers.

ADD TEXTUREFall floral material is full of texture including berries,grasses, fruits, feathers, and branches. As it is in nature during this time of year, loads of texture willgive extra appeal to your designs. Dried flowers areon the rise again and fall is the time of year to adddried floral to your fresh designs.

CONTAINER CHOICESThe Society of American Florists reports that 61% of

buyers think about a keepsake container for the

flower purchase. Stock your shelves with containers

that reflect your shop’s style and image, as well as

the fall season. The FTD fall support containers,

Rustic Ceramic Planters and Ceramic Harvest

Planters, are ideal containers.

They are trendy, reasonably

priced, presented in a variety of

seasonal colors and very deliver-

able. All of these things should

be considered when making

container buying decisions.

CREATE YOUR SIGNATURE STYLECustomers come to you because they believe in you

and your style. The last thing we want to do to a

client is make them feel that their floral selection is

dated. Fall is all about traditions but floral designs

should be far from ordinary. Make recipe designs

that show off your style and craft while showcasing

an innovative image for your shop. Name your

creations, use tiered price points and add your

in-house specials to your website.

FLOWER SELECTIONSBe aware of your floral selections

and watch closely as to what

your clients are choosing.

Orchids, hydrangea and mini

callas remain at the top of the

list of favorites. Sunflowers, lilies

and dahlias for fall will always be a

popular choice and the new varieties will add a twist

to this traditional selection of blooms. Foliage choices

can add excitement to your designs as well as

seasonal flavor. Even if commodity flowers appeal to

your clients, select new varieties and accent them

with hypericum, erygium and setaria grass for

texture and interest.

ATTEND TRADE SHOWSTrade shows are the best place to get the kick in the

pants we all need from time to time. Trade shows

provide us with more than just a glimpse of what’s

new and exciting for fall and the holidays; they give

us the opportunity to network with fellow florists.

Sure it can be hard to give up that Sunday or

Wednesday evening with family, but our clients are

counting on us to be the most professional we

possibly can be. Going to trade shows will open your

mind to business and design opportunities as long as

you’re ready to put them to practice when you return

to the flower shop. Don’t miss the opportunity to

make more money or impress your clients because

you are resistant to change.

HOME DÉCORThe trend of placing

distressed objects

from nature works

into fall home décor

no matter what part of the country you are from. Use

weathered branches, rough worn stones, driftwood

and tumbled shells that reveal the inner spiral, place

these works of nature with a few premium flowers in

a wooden or earthenware bowl.

SHOP DISPLAYAutumn is a favorite t ime to decorate; take

advantage of this by creating shop displays that

clients will talk about, which will drive even more

people to your store. Maybe it’s time to paint a

few walls with great neutrals such as gray with

a metallic undertone, mocha, and muted pinks

and plums. These colors work with all seasons.

Also note that lighting is another important element

for display.

YOUR SILENT SALES PERSON- SIGNAGEHelp create the memory. The Society of American

Florists reports that 92% of women remember the

most recent time they received flowers and 97% of

people remember the last time they gave flowers.

These are big percentages! Create and attach to

the arrangements informational signs and tags

expressing the meaning of traditional autumn décor

items such as jack o’ lanterns, cornucopias and

wheat. Include your tags with all purchases; when

done well they become something that is hard to

throw away.

AAtttteenndd aann FFTTDD oonn tthhee RRooaadd SShhooww iinn NNeeww YYoorrkk,,

CChhiiccaaggoo oorr LLooss AAnnggeelleess aanndd ssppeenndd aann eennttiirree

ddaayy lleeaarrnniinngg,, nneettwwoorrkkiinngg aanndd sshhooppppiinngg..

www.ftdi.com/FTDontheRoad

GET READY FOR THE HOLIDAYS WITH FTD MARKETING MATERIALS

FTD OFFERS A VARIETY OF MARKETING MATERIALS

to help promote your shop during the busy season.

All of the materials can be printed with your shop’s

imprint or logo. For added effectiveness, some

materials can include your shop’s pricing, FTD

pricing or even a custom offer!

HOLIDAY MINI CATALOG AND STUFFERS• Perfectly sized to enclose with monthly

billing statements

• Attach to outgoing deliveries

• Available with your shop or FTD pricing

HOLIDAY SELF-MAILER AND POSTCARD• Mail to customers for the holidays

• Add a special custom offer such as “Save 10%

off your next order” or “Get $5.00 off your

holiday order”

• Add your postal indicia. Just call your post office

for your mailing permit number, city, state and

whether the mailing is first class or standard mail.

We will then print this information on the piece and

they are ready to be labeled and placed in the mail.

Call FTD® Marketplace at 1-800-767-4000 to

place your order today! Shipping begins September

4, 2007.

Allow 5-7 weeks plus shipping for imprinted items

and 3-5 working days for blank items.

Season’s Greetings!Season’s Greetings!Season’s Greetings! Call us today to order your FTD® arrangements!®A Registered Trademark of Florists’ Transworld Delivery, Inc.

™A Trademark of Florists’ Transworld Delivery, Inc.

©2007 Florists’ Transworld Delivery, Inc. Printed in the USA. #98895

The FTD® Bright & Cheery™ Holiday Bouquet • B5-4014

Imprint

CustomerMailing

InformationOffer

Holiday 2007

Your Imprint/Logo Here1234 Main Street

Downers Grove, IL 123451-800-123-4567

www.yourwebsitehere.com

8

LOOK IN THE MAIL FOR YOUR FREE FTD PROMOTIONAL KIT AND FLORAL SELECTIONS GUIDEYOUR FTD SELECTIONS GUIDE UPDATE AND FREE

FTD 2007 Fall & Winter Promotional Marketing Kit

will arrive in a large yellow box around August 1. Be

sure to look for a golden ticket inside the box for

your chance to win a $100 FTD Marketplace gift

certificate. In addition to the 07-08 Designer’s

Workbook Update, you will also receive a Design

Update booklet featuring all new arrangements

that are consumer and florist friendly. This booklet

will provide you with new updated options for key

holidays and celebrations without deleting your

old favorites.

The FTD promotional marketing kit includes

shop posters featuring holiday codified items

and a workroom calendar. Ad slicks, radio scripts

and telephone reference sheets are available

for downloading at www.FTDi.com. Ad Slicks

will also be featured in the upcoming issue of the

FTD Directory.

CREATE CUSTOM FLOWER BOXES WITH THE INDUSTRY’S ONLY ONLINEBUILD-A-BOX PROGRAMNOW YOU CAN ASSEMBLE A CUSTOMIZED

flower box each time you place an order with the

new FTD Flower Exchange Build-A-Box program.

Simply select the product you want and mix and

match by variety or color. Choose from quality

vendors including Passion Growers, Equiflor,

Miraflor, Sutton Ferneries, U.S. Green, Esmerelda,

Dole Fresh Flowers and more. All boxes are built

at farm level, not at a warehouse, and are available

for pre-book and standing orders in a variety of

box sizes.

You’ll save time and money by selecting only the

flowers you need most in your shop. Types of Build-

A-Box products include:

• Roses

• Carnations

• Assorted filler

• Greens

• Novelty flowers

• And more!

Visit www.FTDFlowerExchange.com to place your custom Build-A-Box order or contact your dedicated

FTD Flower Exchange representative at 1-800-767-4000 to learn more!

NEW PAID PLACEMENT ADVERTISINGOPPORTUNITY IN FTD MERCURYLATER THIS SUMMER, A NEW PAID PLACEMENT

advertising program will be available to all

FTD Members that want to increase their

exposure to other florists through FTD Mercury

and FTD Mercury Direct. The advertising space

will be located along the right-hand side of the

screen within Mercury Florist Search and will

be a static placement by city.

This new advertising program is a great way for

shops to be highlighted in the cities and zip

codes served, in addition to the banner ads

placed on FTD Mercury when you purchase a

display and/or list ad in the FTD Directory.

FTD Members will have the opportunity to

electronically bid on the advertising space with

the placement going to the highest bidder.

More details about the program will be

available in August.

The paid placement advertising will begin

in the November/December/January FTD

Directory CD.

BOOST PROFITS WITH FTD WEBGIFTS – NO INVENTORY, NO RISKS! FROM COOKIES AND CANDY TO CUSTOM GIFT

baskets and floral bouquets, FTD WebGifts has

everything you need to join the gift business. You

will receive normal sending commission on every

order, plus you can order the product easily using

FTD Mercury.

MAKE FTD WEBGIFTS A PART OF YOUR BUSINESS – SIGN UP TODAY! CONTACT YOUR FBC AT 1-800-788-9000 OR EMAIL MYFBC@FTDI.COM.

Snack Attack – US Whirly Gig – US

Fancy Feast – CDNHome Sweet Home – CDN