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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 or (800) 355-8086.

Super Floral Retailing • Copyright 2009
Florists' Review Enterprises, Inc.