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FMF Webinars



Missed a webinar?  No problem — click on the links below to access the recorded webinars!

U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry
Monday, July 10th, 1 PM EST

                                              custom photo of speaker                                                    custom photo of speaker

Dr. Coleman Etheredge, Mississippi State University 

custom photo of speakerDescription: The results from a new consumer research study, “U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry,” are now released. The study was led by researchers at Mississippi State University (MSU) and the Texas State University (TSU).

An overview of the study along with highlights from the key findings will be presented to the industry by the lead researcher on the project, Dr. Coleman Etheredge at Mississippi State University (see bio below) on July 10th at 1:00pm Eastern. Following the presentation, there will be ample time for Q&A directly with the researcher. This project was funded by Floral Marketing Fund (FMF), alongside co-sponsors, BloomNet®, a floral services company, serving more than 5000 local florists across the country, and Syndicate Sales, a leading manufacturer/supplier of floral hardgoods for retail florists. The primary purpose of the study is to gain an understanding of consumer perceptions as they relate to retail floral providers’ sustainable and environmentally friendly practices.

Click Here to Watch

Path to Purchasing for Garden Center Consumers In-Store and Online



Speaker: Dr. Amy Bowen, Vineland Research and Innovation Center

Description: Hear the results from this new comprehensive study conducted during COVID-19 that focuses on exploring garden center consumers’ perceived value of plants. The data comes from consumers in both the US and Canada.

The report takes an in-depth look at what plant features such as longevity, pot size, and care convenience increase the value of plants for the consumer. The results provide guidance not only for garden centers but for retailers and wholesalers through value-based pricing, informing inventory selection, and sharing strategies on how to market other quality features to consumers.

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Consumer Houseplant Purchasing Study Results

Sponsored by the Floral Marketing Fund, Altman Plants, Green Circle Growers, Costa Farms, Hortica, and Metrolina Greenhouses. 

Hortica LogoMetrolina Logo

Description: Hear the results from this new comprehensive study conducted during COVID-19 that evaluated consumer preferences for plant purchasing. Learn how the industry can sustain this positive growth when consumers return to “normal” lifestyles and work activities. The study analyzes the many different categories of houseplants, outlets for purchasing, spending habits, and core reasoning for purchasing.

Speakers and Study Researchers:

Dr. Melinda Knuth, NC State University
Dr. Hayk Khachatryan, Mid-Florida Research and Education Center, UF/IFAS
Dr. Charlie Hall, Texas A & M University


Click Here to Watch

Floral Purchase Tracking Study Webinar

Formerly called the Consumer Tracking Study and last conducted in 2005, AFE partnered with SAF to revive the year-long study that provides actual data on the incidents of purchases, amount spent, what was purchased, for whom and what occasions, and what other gifts were considered.

Conducted by IPSOS and funded by FMF, this study provides the industry with valuable information to help plan for inventories, marketing and pricing to help florists maximize their sales. The report offers real purchasing data on consumer purchases, amount spent, what was purchased, for what occasions and preferences.

Tim Ambary, Vice President of IPSOS who served as the project lead, presented the webinar.

The webinar audio is only available to those who purchase the study. Click Here!

New Resources for Florists to Sell Through Pinterest (FREE)

There was a three-part series of webinars to help increase online and walk-in sales using Pinterest! These fast-paced webinars showed the tricks and tips to reach more consumers, generate more sales and increase website traffic.

Power influencer and social media strategist Anna Bennett is the owner of White Glove Social Media and co-founder of True North Marketing. As a Pinterest expert, she helps businesses supercharge traffic and sales growth with Pinterest.

Part 1 – Introduction to Pinterest for Business              
July 20, 2017 – 11 a.m. PST/2 p.m. EST

  • Why should florists be on Pinterest?
  • How to use Pinterest to drive online sales and increase website traffic
  • Pinterest basics: terminology, techniques and tips to build Pinterest boards for floral holidays, events, everyday purchases, wedding work, and more!
  • Using Buyable Pins to sell on Pinterest
  • How to raise your brand profile locally

Part 2 – Intermediate Pinterest Skills
August 15, 2017 – 11 a.m. PST/2 p.m. EST

  • Avoiding common Pinterest mistakes
  • Re-pinning to drive more traffic
  • Blog topics to create in order to be found by brides
  • Promoting your Pinterest account on other social media sites
  • Pinterest Techniques – Part 2
  • How to buy Pinterest ads correctly

Part 3 – Pinterest Advanced
August 29, 2017 – 11 a.m. PST/2 p.m. EST

  • Using analytics to improve your results
  • How to manage your Pinterest account
  • How to showcase your uniqueness
  • Keeping your Pinterest boards fresh
  • Best practices overview

Unfortunately the webinars are not available online. Click here for all of the other resources on Pinterest that the FMF provides to you for FREE!

Anna offers more advanced help to florists. Fees for coaching businesses one-on-one with customized solutions is $297 for two 45-minute sessions. Click here to purchase those sessions.

Marketing Tactics: Maximizing Millennial Floral Purchases

Tuesday, July 11, 2017 at 2:00 p.m. EST (FREE)        

Floral marketing is no longer one strategy fits all. Millennials are an enigmatic breed of shopper with different perceptions about floral products, motivations for purchase and a habit of using non-traditional shopping methods – think mobile and social!

Renato Sogueco, Vice President of Digital Strategy at BloomNet, will present results from the 2016 Marketing Tactics to Increase Millennials’ Floral Purchases Study, and will share revitalized marketing tactics customized to reach Gen Y.

Since July 2016, Renato has been bringing innovative business solutions and revenue-growth tools to BloomNet florists.  He analyzes best technology and business practices in a monthly column for BloomNet’s Floriology magazine, and shares insights through the development of business-centric programming for BloomNet’s Floriology Institute in Jacksonville, Fla. Renato previously worked at the Society of American Florists for more than 13 years as its Chief Information Officer.

Click here to listen to the webinar!


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