On March 19th, TSFA’s three time Designer of the Year and board member Donny Johnson, AIFD, TCF presented a "Party” show at the recent CTPFA meeting at Dreisbach Wholesale. With a great crowd in attendance, Donny opened his show with a crowd raising YMCA to set the tone. In the first showcase, he presented his version of a Mini Mouse children’s tablescape complete with a wonderful floral caterpillar as the focal point. Mr. Johnson, then presented a beautiful patriotic holiday design complete with sparkling celebration candles. Along with many other creative designs, the night was captured with a tiered wedding centerpiece. The evening of designs wrapped up with a whimsical model strolling in with a floral umbrella and hat. The night came to an end with the explosion of confetti canons and lots of smiles. Be sure to check out TSFA’s Facebook page for more photos. You just might see some dancing florists too!
Keeping up with the ever shifting culture can be overwhelming. Over the last several years we have continued to see more importance placed on online reviews. Floral shops should not underestimate the importance of understanding and responding to these reviews. According to statistics, over 84% of potential customers will check your online reviews prior to purchasing from your shop. The current thought is that what others say about your place of business is more trusted than what we say about ourselves.
Even more, Google utilizes algorithms that place those with a higher customer satisfaction higher on the search list than those with poorer ratings and/or stars. Florists work hard to create amazing designs that should be celebrated through reviews. The truth is your reviews affect your bottom line. Yes, you will always get some people that you will never make happy. But you already know that. At times, there may even be a less than favorable review that is justified. How do you increase your ratings, affect your search results, and increase income? It is estimated that every star represents 5-9% possible boost in income. And that is also true of negative reviews. That being said, it is vitally important that you manage your online reputation. Here are a few suggestions.
Designate someone who will handle your online reputation.
Always respond to all reviews.
When a review is negative, always acknowledge that you have received their review. Apologize that it did not meet their expectations, and offer a solution.
NEVER show attitude in responding to a negative review.
Resist the urge to provide a lengthy online defense. It will look defensive and will not help your cause.
Extend an invitation for them to call you.
However, it is just important to respond to positive reviews. Don’t take the patrons, who take their time to provide a positive review, for granted. Many of these same rules apply to negative reviews as well.
All utilize a greeting and the reviewers first name whenever possible.
Show gratitude for gratitude.
Acknowledge their response.
Encourage contact and close with your first name.
Thank you so much for choosing Anywhere Florists. We are so happy that you loved the dozen roses that we designed for you. If we can help you in any way, don’t hesitate to contact us.
— Warmest Regards, Jane, Anywhere Florist.
Now for an example of a response to a negative review,
Thank you for sharing your concerns. We sincerely apologize that your order did not meet your expectations. At Anywhere florist, we work really hard to provide only the best in customer service and designs. We would love the opportunity to make this right. Please contact us at 555-555-5555.
Sincerely, Gloria, Anywhere florist.
And finally, just a couple of more thoughts. Be sure and ask happy customers to provide a review on google, and/or yelp. It is never appropriate to ask for a positive review, but simply a review. Happy customers leave less reviews than unhappy ones. So ask! Train your staff to ask! When those positive reviews start rolling in, not only will it encourage your staff, but it has the potential to make your shop more profitable. As much as the review process can be incredible frustrating, it is still something that we must embrace to manage our online reputation. Don’t get left behind.
Go get those reviews— Eric Johnson, TSFA Marketing
The Tennessee State Florists’ Association has announced that the next pop up shop will be held in Knoxville, Tn on March 19 at Flowers Direct who will also be sponsoring the event. According to TSFA, this event is going to a fun hand’s on experience that is sure to inspire floral artist just in time for prom. For more information, you can visit www.tnsfa.com, email TSFA at Allin@tnsfa.com or contact Keely Weems @ 865-248-8180. E.T.P.F.A. will also host a Sympathy Show that evening at 6pm, also sponsored by Flowers Direct. Be sure and spread the word.
As part of their new vision, TSFA is now offering training, education, and shows periodically throughout the state. This begins in October as they present, “Christmas in Kingsport”. On October 13, TSFA will present a Pop up hands on design class featuring TSFA’s designer of the year Donny Johnson. Then on Sunday, Tommy Newman will present two incredible Christmas Shows. All of this takes place at Meadowview Resort in Kingsport. Along with these shows, the non-profit organization will offer a retreat during the two days for all TCF (Tennessee Certified Florists). TSFA provides education, training, networking, and more. This is made available through the membership and support of TSFA patrons. TSFA has seen a growth in their membership and a renewed passion for the organizations work this past year. A growing membership and financial support will allow TSFA to continue to expand their efforts to empower the florists in the state of Tennessee. Visit their website at www.tnsfa.com to become a member or to sign up for this exciting new event.
TSFA is excited to announce that their website has had another update. Now you can register for events and pay your credit card or debit card. This offers people the convenience of signing up for events and TSFA membership from their very own living room. You don’t have to worry about getting a stamp or addressing an envelope. Patrons also immediately receive an invoice via email.
Tennessee Florists' are busy at work this month for Teleflora's, "Make Someone Smile Campaign". Recently community members joined a charity hosted by Anna Page at Rebel Hill. More than 40 residents showed up to design 350 arrangements that are sure to bring a smile to even the grumpiest face. Attendees were asked to make 6 arrangements to be delivered to the Meals on Wheels program and to take one home. Tennessee florists' from around the state are busy this month, spreading the love. Never underestimate the power of flowers. Pictured are Tennessee Teleflora Board Members Donny Johnson and Kathy Bates.
TSFA recently added updates to their website. You can now review speakers and their bio for the 2018 Floral Forum. You can also print off all completion and scholarship forms as well as a schedule of events. Take a few moments and browse around. www.tnsfa.com.
TSFA RECENTLY ANNOUNCED
THAT YOU MAY NOW REGISTER FOR THE 2018 FLOWER FORUM ONLINE AT WWW.TNTSFA.COM. IN ADDITION, YOU MAY ALSO JOIN OR RENEW YOUR MEMBERSHIP AS WELL. SIMPLY CLICK ON THE MEMBERSHIP LINK. THERE IS AN EARLY BIRD SPECIAL FOR THE 2018 FLOWER FORUM. BUE SURE AND CHECK IT OUT.
Catherine Miserak of Rebel Hill Florist in Nashville recently traveled to Florida to complete the Floriology Certification and Completion course. Cat was the winner of the Owen Shackleford Grant and the Charles Owen Grant. These opportunities are presented each year by TSFA and CTPFA. Just another great reason to join your local assocations. Congrats Cat!
CTPFA held is annual meeting Sunday June 17, 2018. During the annual meeting 2018 Board Members were inducted and the 2018 Designer of the year competition was held. Cat Miserak, from Rebel Hill Florist took home the trophy for CTPFA Designer of the year. Donny Johnson, also from Rebel Hill Florist was named first runner up. During the night Brenda Blackburn received the Charles Owen grant. Brenda was the first to win the award when it began 38 years ago. CTPFA also awarded Lois Knox with the Monica Joy Bramblett Distinguished Service Award for her hard work and dedication to the floral industry.
ETPFA recently held their 2018 Designer of the year competition at Flowers Direct. Rhoda from Flowers Direct was more than gracious to donate gorgeous flowers, supplies and even donated proceeds from the floral auction to ETPFA. Todd Rogozinski from Petree's Flowers in Knoxville was named the ETPFA 2018 Designer of the year. MacKenzie Collins placed 3rd, and Jolie Reinmann and Michael Hall tied for second. 2017's Designer of the Year, Connie Isbell from Floral Gallery in Cleveland, TN. provided a great design show. Congrats to everyone who made this years event a huge success.
TSFA MEMBER'S MENTOR AND JUDGE FFA STUDENTS AT THE STATE COMPETITION. TSFA IS ACTIVELY INVOLVED IN WORKING WITH FUTURE DESIGNERS TO IMPACT THE FLORAL INDUSTRY.
The Iris Cup competition is a great opportunity for florists' to showcase their creative design skills. Each year Judy Lea chooses a unique piece of art for the Tom Lea Memorial Irist Cup Competition. This art stands as the inspiration for this competition. Florists' are asked to design an interpretive floral design. This is always a challenging, fun, and growing experience. Here is the art work for the 2018 Flower Forum in August. Start planning now and let's create a stunning display of artistic floral designs. Entry forms are available 3/31/2018 on the TSFA website.
Jim Johnson Cup
Recently Tennessee Floral designer Donny Johnson traveled to Houston and represented Tennessee in the Jim Johnson Cup compeition. Donny did an amazing job. A picture of one of his designs is to the left.
NEVER TOUCH ANYTHING WITH HALF OF YOUR HEART
WHEN PASSION & CAREER COME TOGETHER | With a passion for flowers, a sense of exploration and an eye for beauty, Donald has been in floral design for over 20 years, and is now the Creative Director of West Van Florist in Vancouver, Canada, as well as the Education Specialist at Floriology Institute of Jacksonville, Florida. DO WHAT YOU LOVE | Deeply influenced by the eastern and western cultures, Donald has his unique approach to floral designs and aesthetics, which has caught a lot of attentions from the industry and media. Throughout all these years, Donald has featured in all sorts of floral shows and in many internationally renowned magazines.
Make plans to join the annual TSFA Floral Forum August 17-19, 2018 to experience this dynamic designer.
We know it's not even summer, but August will be here before you know it. Make your plans now to attend the annual convention/floral forum presented by TSFA and CTPFA.
TSFA met in January to continue their planning for upcoming events and the annual convention/floral forum. Stay tuned to see what pop's up. (hint). Keeley Weems was also sworn in as the newest board member.