SHUTTERSTOCK/FUSIONSTUDIO
SHUTTERSTOCK/LUMIA STUDIO
SHUTTERSTOCK/AFRICA STUDIO
What Inspires Us THE ‘NEXT NORMAL’
> Here are some phrases that we’ve been using a lot around our (currently virtual) office at the Society of American Florists: Pivot. Unprecedented. New normal. Challenges. It may be the understatement of the year to say that the pandemic disrupted our industry. We’re all entering some new phase of that disruption as we move into the summer and fall, but our experiences will continue to vary — sometimes, dramatically. So how do we (wait for it) pivot during this
(wait for it) unprecedented time and find our (you guessed it) new normal? One approach may be
that we look to each other — for commiseration, advice and, most important of all, inspiration. That’s what I took away from a call in April with Dianna Nordman, AAF, of the Texas State Florists’ Association. At the time, industry members in Texas were wrestling with a complex web of new local, state and federal guidelines and restrictions. Dianna was working hard to provide some clarity, and that meant long hours and plenty of frustration. “Part of the challenge is that we don’t know when this will all end,” I said. Dianna agreed, and then she said something that has stayed with me: “I’m not thinking about it as the ‘new normal’ on the other side anymore,” she said. “I’m thinking about it as the ‘next normal.’” Because no matter where you live, or how you’ve run your business in the past, things are going to be different for the foreseeable future. There’s no going back to January 2020. And that brings me to another word we’re using a lot right now at SAF:
opportunity. Specifically, we’re talking among our staff and with our volunteer leaders about how we can help more business owners from every segment identify and leverage the opportunities that exist in every crisis to reimagine and reinvent their operations so that they are more resilient and even better equipped to face the future. We’re working to do just that on myriad fronts, including an ongoing series of “Reignite Your Business” webinars, available now at
safnow.org, and a multiday virtual summit in July. We’re also dedicated to providing the most up-to-date information and advice possible to our SAF members via Floral Management, our SAF Now newsletter, our website, social media platforms and — coming soon — an online learning platform, developed by floral industry members for floral industry members. In this issue of Floral Management, we hope you’ll find both inspiration and
practical guidance, including insight on how florists are using the success of Mother’s Day to plan for the summer and fall (p. 24), targeted tips on how to keep your workplace sanitized and safe (p. 44), along with advice on how to maximize online sales (p. 32). The very best way to stay updated on the latest focused content we have to offer: Visit
safnow.org. That’s where you’ll find information on our upcoming virtual events, including details of our July summit, and a host of constantly updated resources to help you market and grow your business, no matter where this next normal takes us.
Mary Westbrook, Editor in Chief
mwestbrook@safnow.org
ISO: DIGITAL HELP Bringing in the experts to help with website management, SEO, online advertising, or social media is one way to keep all of your digital strategy balls in the air. We’ve gathered names of companies used by Floral Management sources in a handy reference tool.
safnow.org/moreonline
4 FLORAL MANAGEMENT | June 2020 |
WWW.SAFNOW.ORG More Online
VIDEO TIPS FOR VIRTUAL CONNECTIONS Selling fl owers and staying top-of-mind with customers requires a full embrace of technology, techniques, tactics and tools for creating compelling content. SAF compiled tips from a recent webinar series for quick reference.
safnow.org/moreonline
SUMMERTIME SOCIAL GRAPHICS Remind consumers to bring the sunshine indoors this summer with beautiful bouquets. SAF has banner ads and Facebook cover graphics that are perfect for the new season, including messages tailored for the new realities of physical distancing and contact-free delivery.
safnow.org/banner-ad-library
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