Here are three tips to
help you evaluate the right mix of tools to build your business.
When budgets tighten,
businesses increasingly weigh the value of each and every
activity. More and more, they seek out affiliations and deals
that provide everyday value instead of just a one-shot
opportunity. It is now more important than ever to ensure you
have the right tools to maintain and grow your business.
Association (PMA) is committed to helping floral
industry members expand their businesses year-round. Successful
floral retailers, suppliers and service providers can succeed
even in today’s environment by ensuring they’re tending to their
business basics. Here are our top three tips for finding the
upside to today’s downturn.
your networking activities.
Networking has always
been important to our industry. But as discerning companies look
at how to spend travel budgets, bang-for-the-buck becomes
increasingly crucial. Look for networking opportunities that
provide the greatest exposure and combine other value like
professional development to deliver greater return on your
Floral companies can gain long-term visibility and
constructive information from conventions and trade shows like
PMA’s Fresh Summit, the global produce and floral
industry’s largest U.S. gathering. More than just a leading
trade show, Fresh Summit offers floral-centric educational
workshops and networking opportunities. PMA also bestows Floral
Marketer of the Year honors on an individual with noteworthy
impact on the supermarket floral industry.
Companies also need access to local events and networking
opportunities throughout the year. PMA’s Floral Fresh
Connections events, held in our members’ backyards, are
designed to reach out with business-building research and
information needed to achieve supply-chain success. This past
summer we headed to Miami, Fla., to discuss the changing
mass-market floral industry trends and to network with local
your market data and analysis.
and analysis have perhaps never been as important as they are
today. Savvy floral retailers and suppliers are seeking out the
latest information on industry and consumer trends and applying
it not just to maintain but to grow their businesses. Our
Holiday Floral Market Watch Reports are one example of such
business tools. These reports provide seasonal market data and
analysis by tracking industry sales trends and statistics for
four major floral holidays: Valentine’s Day, Easter, Mother’s
Day and end-of-year holidays.
You should also take advantage of the wealth of knowledge
available at conventions by attending the educational seminars
offered. For example, this year’s Fresh Summit floral workshops
provide pertinent knowledge for our current business climate and
include topics like “Increasing Floral Profits in the New
Economy,” covering how floral supply-chain partners can work
together to maximize limited resources and increase
profitability. At “Interpreting and Predicting Floral Trends
to Maximize Sales,” participants will learn how, through
PMA’s Holiday Floral Market Watch Reports, they can gain insight
into floral-buying behavior and identify emerging trends.
your business efficiencies.
As the floral
industry drives toward a more efficient floral delivery system
by implementing two data standards, the Global Trade Item
Number (GTIN) at box level and the Universal Product Code
(UPC) for bunches/bouquets, your job is to stay apprised of
the latest developments. As an integral member of the Floral
GTIN Initiative, a coalition of six industry trade
organizations, PMA has been working to help define, test and
refine the coding strategy and then help our members take
advantage of the business efficiencies offered by this
standardization. The Floral GTIN Initiative Web site,
www.floralgtin.com, is an online resource for growers,
importers, distributors and their trading partners.
As you evaluate your involvement in activities and events
and seek out everyday value, PMA looks forward to working with
our members—to provide you with the latest tools and information
and, in the process, learn from you as we expand the resources
and tools we provide to the benefit of the floral industry—every
Humfeld is PMA vice president of volunteer leadership relations
and manages PMA’s volunteer leadership groups, including the
Floral Council. He can be reached at (302) 738-7100, or
Visit PMA online at www.pma.com.
“Critical Mass” offers
experts in the floral business a monthly forum to express their
views on a variety of topics of importance to the industry.
These viewpoints are not intended to reflect the opinions of
anyone at Super Floral Retailing or Florists’ Review
Super Floral Retailing • Copyright 2009
Florists' Review Enterprises, Inc.