When the media calls, or you get a negative online review, or a customer questions the social or environmental impact of flowers, the Society of American Florists has the resources you need to navigate Mother’s Day.
Master the Media
Publicity in your local media has invaluable payoffs: it gets your name out in the community, boosts credibility, and costs nothing other than your time. SAF offers pointers for getting journalists’ attention and generating positive media buzz, and preparing for an interview.
Share Sustainability Facts
Sustainability is increasingly on consumer’s minds. If you get questions from customers about what the floral industry is doing to lessen its environmental impact and support workers, SAF has a collection of information to help inform your conversations. You’ll find information on the carbon footprint of flowers, how the industry is reducing its use of chemicals, greener options for transportation and details on how South American farms are supporting the welfare of its workers.
Take Time for Self-Care
The next few weeks will be busy and stressful. It is especially important to keep self-care at the top of everyone’s to-do list. SAF has a free three-part series of on-demand webinars with author and floral industry veteran Barry Gottlieb, who focus on wellbeing and offers practical ways to ensure you are at your best.
Manage Online Reviews
Mother’s Day is a great time to net five star reviews, but in case one of those reviews is less than stellar, SAF has resources to help you respond.
Art Conforti, PFCI, who was a retail florist for more than 30 years before opening a marketing agency, Bloomerang Solutions, in Sarasota, Florida, suggests business owners set aside their personal feelings, take the review to heart, and make sure the world sees their empathy.
“The most important thing is to show deep consideration for what they’re going through,” he says. Read more advice from Conforti and others here.
It’s also important to monitor your social media channels and respond to any issues quickly.
Reflect and React
When the Mother’s Day rush is over, be sure to take time to reflect on the holiday. SAF has an on-demand webinar with finance expert Derrick Myers, who provides guidance on how to evaluate the business’s performance.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
