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industry
talk
Administrative professionals |
Four
floral managers share their plans for preparing for and selling
during Administrative Professionals Week.
Administrative Professionals Day will be celebrated this year on
April 22. In addition, this day of recognition is part of an
entire week of opportunities for managers, who sometimes
overlook the specific day, to express thanks to these
all-important staff members. So this month, Senior Editor
Shelley Urban asked four floral managers in different areas of
the country this question:
What is your game plan for Administrative Professionals
Day/Week?
Balloons
are one of our biggest sellers for this holiday, and most of
these sales are large foil balloons. Since many of
 our customers
are buying for multiple employees, they usually opt for the
single balloon rather than upgrade with additional balloons.
Since this is often a forgotten holiday, and people run in on
their way to work or over their lunch hours, we have to have all
of our balloons inflated and ready to go early in the morning of
April 22 (although our main display is set up at least 10 days
prior to the holiday). We display the balloons all together for
impact, and often we’ll put some up front, as holiday reminders.
Cindy
Meyers, floral supervisor
Save
Mart Supermarkets; Elk Grove, Calif.
We try
to focus on things that are small and portable, especially in
unusual or fun containers. We do lower-priced bouquets and
arrangements, and I cross-merchandise those with herbal teas,
candy, and gift cards to restaurants and spas, to encourage
upgrading. We also make up “caffeine” baskets, including
[caffeinated sodas, energy drinks], energy bars, chocolate and
small plants. The tag reads, “Thanks for RUSHING to meet my
demands! Couldn’t do it without you!” I usually display products
two weeks before the actual day, but I play prerecorded
announcements and put out bag stuffers a month in advance.
Rosie
Tippetts, floral manager
Maceys
Store No. 1034; Pleasant Grove, Utah
For
Administrative Professionals’
 Week, we’ll focus primarily on
4-inch blooming plants with lots of color, so we can have a
really eye-catching product display this year. Since many of our
sales occur after the “day,” we’ll use signage to remind
customers that they can continue to celebrate through the end of
the week. So even if they overlook the actual Administrative
Professionals Day on April 22, we want customers to know that we
still have products available to help them remember all the
people who do all their work for them.
Juan M.
Tracy II, corporate floral manager
Broulim’s; Rexburg, Idaho
Because
our floral department has significant floor display space, we
will promote our Administrative Professionals Day specials with
a mock office display complete with desk and appropriate office
 paraphernalia. This will be our featured display at the front of
the department and will serve as a showcase for our major
promotional signage. We’ll focus our product offerings primarily
on cut bouquets and blooming plants, including miniature roses, Rieger Begonias, African violets and azaleas. These items
have traditionally been most popular with customers buying for
multiple employees and with those buying at the last minute.
Janet
Cain, manager
Buehler’s Fresh Foods’ Floral Shop #7 Delaware, Ohio
Reach Contributing Editor Shelley Urban at
surban@superfloralretailing.com
or (800) 355-8086. |
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Super Floral Retailing • Copyright 2009
Florists' Review Enterprises, Inc. | |
