Posted by Rick Canale on Thu, Mar 07, 2013
In the 1948 movie, Ladies of the Chorus, Marilyn Monroe plays dancer Peggy Martin. During the film, Peggy has an admirer who sends flowers and does not sign the card. (note to clients, always sign the card,). This secret admirer leads Marilyn to the flower shop, Mimi the Florist, who delivered the lovely flowers. Marilyn's visit to this florist shows florists a great deal about merchandising and marketing their own flower shops, sixty five years later.
As florists what do we learn from this film clip ?
- the card envelope. always have your name and address on your stationary. This is the best way to keep your shop's name in your customer's hands. If Marilyn's card did not have the shop name, she likely would not have visited the shop. Budding romances are a great way to build lifetime clients. If the couple gets married, which florist will Peggy and Randy likely call first ?
- Window displays and visual impact; the florist is located in a hotel lobby like many florists of that era were. The florist chooses not to hop on the hotel's coattails and instead makes their own visual masterpiece in the lobby. The evidence of a glassed-in store shows that the florist seeks their own identity. This independence is one thing all florists should share. Unique showcases and originality set the flower business apart from the cookie cutter world of banks and Dunkin' Donuts.
- Packaging; over and over again we see the lost art of packaging. Great packaging, ribbons, and bows increase the value of an item. In the move, notice how the orchid is not only packaged beautifully but how it is also kept under glass to further enhance its value.
- Flowers on the showroom floor: Appeal to people's senses. People want to touch, smell and feel the product. That is why they came to your store. Ignite their senses.
- Spunk; some say the clerk in the movieis surly. I say the clerk is spot on. She is establishing a relationship with the client. A genuine conversation is so rare in the retail world and something a florist can offer at no charge. Relationships build business.
- Ten cent carnations. Always have an option for everyone. You never know when a ten cent carnation can become a ten thousand dollar wedding.
- I would love to hear any other florists observations too.
Posted by Rick Canale on Thu, Jun 21, 2012
The Candy Roses of Cape Care is the third installment in The Beantown Tales: Green Series where a group of six cousins rally together to save a magical beach's candy sprouting roses from extinction. Growing every sweet treat imaginable from lollipops to gummy bears, the team must work fast to clean up their sandy shores before pollution threatens to halt the production of an enchanted potion produced by the sea. Keeping in theme with the prequels, The Land of Chocolate Cosmos (winner of the 2011 Green Difference Book by the Massachusetts Green Schools Org and 2011 Honorable Mention by the New England Book Festival) and The Popcorn Hydrangea of Poppingtom, Suzie Canale, the author educates while empowering readers to make key changes within their communities. This book tantalizes tummies with yummy imagery nestled in fantastical worlds. Suzie is also an Exotic Flowers' blogger and our poet in residence.
A surprising and moving novel of fathers and sons, forgiveness and redemption, set in the world of Major League Baseball… A quick read, kind of like a good short story; vintage Grisham. Cannot wait for the movie.
On vacation but feel like you should be building your business ? Marketing guru, Lou Imbriano sets forth an ideal blue print for growing your business. Many of Lou's ideas are cost effective and easy to implement right away.
No mystery why this novel remains a best seller. Now in paperback, you have no excuse but to pick up a copy. This is one of the best books I have read in years. If you enjoy baseball and have always wanted to find a great novel, you cannot miss with this book.
Micah Solomon's latest book really hits the mark. He lays a great foundation of customer service applications in the first seven chapters. With real world companies used as models, Micah provides a foundation that businesses of all sizes can implement.
Great takeaways include the importance of a company culture and showing how it really defines your business. Micah's book addresses an important need of creating on line loyalty. This question is asked by brick and mortar stores every day. Micah really understands the importance of quick response, anticipating a client's needs and the need for standards.
From his principles of on line self service to his theme of 'let customers hear from you before they have to ask for anything themselves.' This book will remain on my shelf as a reference/ customer service text book for years to come.
I highly recommend this book to anyone who has a web presence of any type, no matter how big or small.
Posted by Rick Canale on Tue, Mar 13, 2012
Meet Dave Greenberg, the owner of Watertown Main Street Florist in Watertown, Mass. Like many Boston florists, Dave is hard working floral designer who shares his craft and beauty with others. Dave is searching for a life partner, he is even offering $1000 reward to do so and has created his own website, www.marrydave.com along with reward posters, t-shirts and business cards to promote his cause.
Dave looks like a great catch and I truly hope he finds his soulmate. But this story caught my eye because it so much more than a guy looking for love. This is marketing at its best. Completely outside the box and viral. David's story is national news and he has been featured in print, online, the radio and television throughout the country.
Originial, fresh, innovative and exciting; as a flower buyer I am inclined to think his work will be similar. Exotic Flowers delivers our own flowers in Watertown, so I have not witnessed Dave's work. I can say one thing - I am envious of his marketing prowess.
Congratulations this is one of the best florist marketing ideas I have seen.
Posted by Rick Canale on Wed, Jan 11, 2012
Tim Tebow could sell ice to the eskimos. What better spokesperson than the stud quarterback of the Broncos ? Yes of course Tom Brady would be a great choice, but he is a little busy selling Uggs. Think about it. Tim Tebow is sensitive, caring and attractive. Tim appeals to all markets. He even cries. Sensitive guys send flowers. Sensitive guys could really sell flowers. Florists have used NFL hulks before to pitch flowers. Rest in peace Hall of Famer, Merlin Olsen.
From this photo we see that Tebow is comfortable around flowers. If Tim's handlers are listening, Exotic Flowers in Boston is ready to do business on a worldwide scale. Tebow's missionary work in the Phillipines resonates with Exotic Flowers' ability to send flowers worldwide. Exotic Flowers wants to work with you Mr. Tebow. We believe that Tebow's endorsement could be not only a game changer for Exotic Flowers in Boston but for florists worldwide.
Check out this image as Tebow hands off flowers as well as a football. Tim if you're available, Exotic Flowers in Boston is hiring. Just in time for Valentine's day, we know you can help sell flowers in Boston and around the world.
Posted by Rick Canale on Mon, Jan 02, 2012
The following notification has been taken from the Society of American Florists (SAF) Member Wake Up email on 12/31/11
Best of Floral Management’s Hands On. If you think Sales Wake-Up is the only place where SAF members can get innovative ideas for increasing sales, then you likely are not reading the monthly Hands On column in SAF’s Floral Management magazine. It’s a treasure trove of best practices, management tips and, yes, sales ideas. As we bid 2011 farewell and get ready to ring in another year of Sales Wake-Ups, we want to pay tribute to you, our loyal readers, by gifting you with our top five sales-boosting stories from Hands On:
No-Fail NeW Year’s
resolutioNs
> Resolved to start 2012 on the right foot? Take a step forward
with these practical changes, culled from a review of New Year’s
resolutions for florists and small retailers.
Invest a higher percentage of your marketing budget in
packaging. One year ago, florist Rick Canale resolved to shift
Yellow Pages ad dollars into monogramed bags and cellophane,
as well as interior and exterior signage for Boston-based Exotic
Flowers. The exterior signage, in development now to replace
two illuminated “relics,” “will pay for itself the first year,” he said.
“The new signs are grabbers.”
Canale also updated the staff uniforms: “The polished look
has made a huge difference in the psyche and approach of staff
when we all dress in the same color” (maroon), he said. Even
seasonal personnel will sport matching, logoed jackets for
Valentine’s Day deliveries.
******
Exotic Flowers in Boston remains an active marketer in the floral industry. We are proud to share our ideas. Honored that our ideas are shared with our colleagues. And Exotic Flowers in Boston is confident that our business ideas not only benefit our growth as a Boston Florist but benfit the entire floral industry.
Stay tuned for more exciting marketing ideas from Boston's Premier Florist as we start planning a new entry for the Floral Management Marketer of the Year.
Posted by Rick Canale on Mon, Dec 05, 2011
For Immediate Release: December, 2011
Boston, Massachusetts:
Exotic Flowers in Boston, Boston's Premier Florist, has signed on to support the North Pole and Santa Claus and is now an official florist of the North Pole. Commentary from Boston florist Rick Canale is below:
' Like Santa, We Deliver ' - Exotic Flowers in Boston has been delivering Christmas presents in the Boston area for more than seventy five years. Our third generation florist has been practicing elf like crafts for decades.
Exotic Flowers no longer sponsors the Boston Red Sox. We feel feel that Santa Claus is a much better fit.
The Red Sox eat fried chicken and drink beer just days before the playoffs. Santa Claus drinks cocoa and eats cookies on Christmas eve. Being the Official Florist of the North Pole reflects our family business that we have labored to create.
Not only has Exotic Flowers taken their Red Sox sponsorship dollars to the North Pole, but we have also decided to sponsor less spoiled baseball players like the Parkway Little League Gerbils.
At Exotic Flowers in Boston, when you call we deliver. As reliable as Santa Claus the personnel at Exotic Flowers makes your Christmas better.
Unlike Adrian Gonzalez, no complaints about working Sundays in December.
Unlike Lackey, Beckett, Bucholz and Lester; no taking advantage of your loyalty.
Unlike Varitek and Wakefield, our experienced leaders will lead.
Unlike Lucchino, Werner and Henry, if we screw up we apologize.
Unlike ticket prices, we will not overcharge you, ever.
Posted by Rick Canale on Fri, Jul 22, 2011
5. 
Toots by Bob Considine
No longer in print, this
4. 
Marketing Your Dreams by Pat Williams, Michael Weinreb
Williams insists that 'Marketing Your Dreams isn't a Bill Veeck biography; instead, it's a book about success, a book about one of the most relentless and fascinating personalities in the history of organized sports. It's a book about extracting Veeck's traits and concentrating them into their purest form so that the reader can pull the same kind of inspiration from the master that Williams did.'
The reader will find many of Pat and Bill's marketing ideas implemented at Exotic Flowers in Boston. Bill Veeck has always been one of my idols.
3.
Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization
by Leonardo Inghilleri,Micah Solomon,Horst Schulze
At Exotic Flowers in Boston, we are making a concerted effort to implement many of these policies.
2.
Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
by David Meerman Scott,Brian Halligan
This book is great for the beach or the lake. A quick read with original insight. You can finish in a day or two.
Halligan and Meerman Scott have offered the staff at Exotic Flowers lots of fresh ideas for social media and marketing in Boston.
1.
Veeck--As In Wreck: The Autobiography of Bill Veeck
by Bill Veeck,Ed Linn
I am now reading this book for the third time. Not only inspiring, but enjoyable. This book is a must have for baseball fans, marketing fans and all small business owners. Bill inspires and teaches.