|
|
 |
CFBF Heads West
Canadian Florist Business Forum comes to Edmonton |
|
Written by Amanda Ryder
|
 |
|
CFBF West takes place at The Sutton Place Hotel in Edmonton on Aug. 17, 2011. Register now to network with fellow florists, wholesalers, suppliers and more.
|
|
After the success of our first-ever Canadian Florist Business Forum in Toronto in January, Canadian Florist is excited to take our one-day business-building event to western florists this summer. On Aug. 17, CFBF West will take place at The Sutton Place Hotel in Edmonton.
Thanks to our generous sponsors – Bernard’s Wholesale Florist, FTD, Smithers-Oasis and Teleflora – Canadian Florist is providing florists with the opportunity to network with fellow retailers, wholesalers and suppliers as well as take part in a day packed full of sessions aimed at helping you better your business. A lineup of industry experts will share ways to stay ahead of the competition as well as offer up marketing ideas and strategies to attract new clients. A supplier trade show will also give you access to new products and the opportunity to talk with wholesalers one on one. The purpose of this event is to bring florists together and challenge the current business model. We want to present to you new exciting ideas that will re-energize your business and find ways to appeal to your changing customer base.
We’ve finalized CFBF West’s preliminary agenda and you can find the full speaker bios at www.canadianfloristmag.com. Sessions include:
Seven Strategies for Business Success
Speaker: Bernice Klassen
In the retail flower shop, the blooms won’t sell themselves. You need to actively pursue your customer to make the sale. There’s no doubt that paperwork and business planning aren’t as attractive and fun as floral design, but as a business owner you need systems in place that will allow you to plan, predict, measure and record your sales figures and product inventory. Floral consultant and industry veteran Bernice Klassen explores the seven areas you need to focus on to achieve business success. Expect to learn about best practices when it comes to financial forecasting, strategic planning, staffing, costing, pricing, procedures and selling.
 M.G. Bernice Klassen is experienced in nearly every aspect of the floral industry, including retail, wholesale and grocery chain. Armed with a business administration designation, with a specialty in marketing and management, Bernice offers her services as a floral consultant to the industry. She is a Western sales representative for three floral companies and a regular contributor to Canadian Florist.
|
Ways You Can Make More Money Now
Speaker: Heather de Kok aaf, aifd, pfci
With consumers paying more than ever at places like the grocery store and the gas pump, how can you get your customers to spend money on a luxury product like flowers? The fact is that you have a beautiful product and you shouldn’t apologize for that or be afraid to charge the customer properly so you can make a profit. Heather de Kok, aaf, aifd, pfci, the owner of a Grower Direct location in Edmonton, is on hand to share her secrets of the trade and let you know how you can make more money right now.
 Heather de Kok, aaf, aifd, pfci, is the owner of Grower Direct Fresh Cut Flowers located on 99 Street in Edmonton. Heather began at an early age working in the floral industry with her parents, Skip and Caren Kerr, owners of the Grower Direct Fresh Cut Flower Franchising Company. She has been involved with the industry for well over 17 years now and she has long since replaced her parents in the day-to-day operations of the store. Her responsibilities include not only being the owner of the family shop, but also being corporate store trainer for the Franchising Company. Heather is also proudly representing Canada in the America’s Cup International Design Competition this July in Brazil.
|
Selling Flowers in a Social World
Speaker: Randi Upper, Territory Sales Manager for Teleflora
With websites like Facebook and Twitter only growing in popularity, it’s clear that social media isn’t going away anytime soon. These tools are a great way to keep in touch with customers and inform them of your latest and greatest designs and promotions, but the sites also require time and commitment and can be intimidating to new users. In this session, Randi Upper, a territory sales manager for Teleflora, will help you understand the tricks and terminology behind social media and will have you tweeting your way to social success.
 Randi Upper is a Teleflora territory sales manager representing B.C., Alberta, Saskatchewan, the Yukon, N.W.T., and Nunavut with over seven years of sales and customer service experience. Prior to joining Teleflora, Randi worked as a sales consultant for Ikon Office Solutions, a software and office equipment company. Her extensive knowledge in technology stemmed from experience in handling a variety of different clientele through various level of telecommunication, from small to large independent business owners. She broadened her sales and consulting knowledge while working for Neptune Food Service where she worked with restaurant owners in improving their marketing campaigns as well as showing them how the newest trends could work for them. |
Industry’s Best Value
If there’s no such thing as a free lunch, this is as close as it gets. For as little as $40 per person (group of five or more), attendees will receive an entire day of seminars and panels, as well as new product displays, design demonstrations, decoration ideas, business inspirations, exhibits and more. Also included in the registration are:
• Breakfast
• Snacks and coffee breaks
• Lunch
• Trade show access
Visit www.canadianfloristmag.com to access updated information, to view a current list of exhibitors and directions, and to register online.
2011 Canadian Florist Business Forum West
When: Wednesday, Aug. 17, 2011
Networking breakfast starts at 8 a.m.
Where: The Sutton Place Hotel in Edmonton
To register, visit www.canadianfloristmag.com or call Stephanie at
519-429-5196. Registrants will be entered into a draw for a free
overnight stay at The Sutton Place Hotel in Edmonton.
Registration fee: $50
Early bird (by June 30): $45
Group rates (five or more) $40
Made possible by the generous support of our sponsors:
|
|
|
|
