I've published the 2 articles that follow as a letter to the editor, and as an artice in my Chamber of Commerce Newsletter. You are invited to use them as a starting point for your own articles, or publish them under your name as your local situation dictates. You won't get an argument from me if you choose to use them unedited. I believe if we get the word out to our customers that they are being ripped off by the WS and OGs, we will take back our industry. Please join me in educating our customers.
The first is a letter to the editor
December, 2008
It’s time to take off the gloves. In this time of economic turmoil, I find it hard to tolerate retail companies who take a customer’s money without fully disclosing who they are or where their money goes. In particular I’m referring to companies who pose as local florists, but in fact, are just order-gatherers. They appear in the phone book as “Flowers in Columbus” or “Flowers in Westerville” or something similar. Most of the time they are only a local phone number attached to an out-of-state order desk. They take the order, charge big service or delivery fees, then assure the customer that they will process and deliver the order as specified. Little does the customer know what happens next.
The order-gatherer will attempt to find a real florist in the delivery area who will do the work for a discounted price. The discount is hefty. Many times the filling florist will only get 73% of the order value to actually fill the order. So, for example, if you order a $50 arrangement, you will pay $50 plus a $15.00 delivery or service fee plus tax, or about $70 for the order. The filling florist will get about $48.00 to fill and deliver your order. (You have to ask yourself, how motivated would I be to work for 73% of my wage?) The order-gather gets about $22.00 just for answering the phone and taking the order.
There’s an easy way to save money when ordering flowers out-of-town. An Internet search on “flowers Columbus, OH”, for example, will yield an abundant list of florists, but be careful. Select a florist who has a street address in the ZIP code of the recipient. This will guarantee you have selected a real florist who has a real shop, and who will make and deliver your arrangement, usually at a lower cost than an order-gatherer. If you can’t find a street address associated with the phone number, chances are there isn’t one. This is the first tip-off that the business is just an order-gatherer, not a real florist.
So there you have it. You win with a real florist every time. No “buds” about it!
Cof C article:
The Truth About Flowers
by Dan Hamilton, Owner
Blumen Garten Florist
You’ve heard it before. “They’re too expensive.” “They’re already dead when you buy them.” “I can get them cheaper at the Big Box store.” “It’s so expensive to send flowers out of town.” “You never know what you’re going to get.” Would you like to know the truth?
They’re too expensive
Some flowers are more expensive, but most are within reach of just about any budget. If you are just looking at the cost, you’re missing the bigger picture. When you give flowers, you are giving much more than just the arrangement: you’re sending love, congratulations, sympathy, greetings, or thanks. Your local florist has the training and experience to make the arrangement reflect the special message you’re sending. Florists are also experienced in helping you make a good impression without spending an arm and a leg. We understand budgets - we live with them, too. So don’t be embarrassed if you don’t have an armload of money to spend. Just let us know what you’d like to spend, and we’ll make an arrangement that will deliver your message in style.
Sometimes an upscale design is the way to go. Arrangements done in a “high style” fashion can actually cost less than a traditional design. Ask your florist to suggest designs that are cost effective and trendy.
They’re already dead when you buy them
Not true. Some flowers, such as tulips, will actually continue to grow (increase their stem length) even after they are cut and arranged!
In general, flowers are bred to last longer once they are in the arrangement. When you buy by the stem (not in a vase) you need to get the flowers in water as quickly as possible, obviously. If your flowers are going to be out of water for a long time (an hour or more), ask your florist for water tubes. These are short plastic devices that hold a small amount of water and are designed to fit over the cut end of the stem. They will help keep your flowers fresh when you can’t put them into a vase right away. Some flowers, such as roses, will drink up the water in the tube much faster than others, so be sure to watch the water level in the tube and refill them when needed. Other flowers, such as alstromeria, absorb water at a slower rate, so the water tube needs to be refilled less frequently. If your florist doesn’t offer it, be sure to ask for food for your cut flowers. This usually comes in a small packet and should be dissolved in a quart of warm water, about 80 degrees F. When you’re ready to put your flowers into a vase, be sure make a fresh cut on the stem about 1 inch from the end. Use a sharp knife and cut the stem at an angle. Cutting at an angle helps preserve the capillary tubes in the flower stem so water can be absorbed more efficiently.
When you buy a basket arrangement, the flowers will be assembled in a special floral foam. This foam is designed to keep water close to the cut end of the stems, allowing the flowers to drink, and provides the needed support to hold the shape of the arrangement. Basket arrangements need to have fresh water added daily to maximize the flower life. Flower food will have been already added to the arrangement, but use the flower food packets the same way as you would in a vased arrangement.
In a vased arrangement, be sure to change the water about every 3rd day. Hold the flowers securely and dump the water in a sink, then refill with fresh water that contains flower food.
In all cases, if you want your flowers to open, use warm water and set them in a warm location. If you want them to hold, use cold water and set them in a cooler location. Always avoid extremes of heat & cold. Trimming faded blossoms will keep the arrangement looking fresh.
I can get them cheaper at the Big Box Store
You get what you pay for. You may be able to buy an arrangement at a low original price, but chances are, it won’t last more than a day or two. You will pay about $9.00 for a bunch containing 5-7 stems, so to get a nice bouquet you will have to buy 3 or more bunches. You will spend about $30.00,and you still don’t have a vase. You won’t get the flower food and advice florists usually provide free, you won’t be able to send them out of town, and you’ll get a substandard design (or no design at all). Don’t even think about buying flowers for a wedding or funeral at the discount store.
It’s so expensive to send flowers out of town & you never know what you’re going to get
Dealing with traditional flower wire services directly, such as Teleflora, FTD or 1-800Flowers is an expensive proposition. Not only are you paying for the arrangement, but also a pretty hefty service fee. You will be speaking with an order-taker who is probably not a florist, so if you want ideas or advice on your arrangement, you probably won’t get it. The order-taker will send your order to a random florist in the delivery area, and you will have no idea who is actually arranging your flowers, or when they will be delivered.
Further, the order-taker will pay the filling florist only about 73% of the value of the order. Yes, the florist on the other end will only get about $36 to fill your $50 order. And the delivery/service fee the wire service charges? The florist doesn’t get a penny of it. So for a $50 arrangement, you could end up paying well over $70 for an out of town delivery. The florist gets $36.00, and the wire service gets $34.00 just for taking your phone call.
It’s better to deal directly with a local florist. Online resources, such as yellowpages.com, are a good way to locate a florist in your recipient’s area. If you don’t have access to the Internet, ask your local florist for assistance. We can establish a relationship with an out-of-town florist, so the next time you send flowers to that area, we know whom to call and you can be assured your recipient will receive a quality product.
So there it is. The long & the short of it. You win with a local florist every time. No “buds” about it.
The first is a letter to the editor
December, 2008
It’s time to take off the gloves. In this time of economic turmoil, I find it hard to tolerate retail companies who take a customer’s money without fully disclosing who they are or where their money goes. In particular I’m referring to companies who pose as local florists, but in fact, are just order-gatherers. They appear in the phone book as “Flowers in Columbus” or “Flowers in Westerville” or something similar. Most of the time they are only a local phone number attached to an out-of-state order desk. They take the order, charge big service or delivery fees, then assure the customer that they will process and deliver the order as specified. Little does the customer know what happens next.
The order-gatherer will attempt to find a real florist in the delivery area who will do the work for a discounted price. The discount is hefty. Many times the filling florist will only get 73% of the order value to actually fill the order. So, for example, if you order a $50 arrangement, you will pay $50 plus a $15.00 delivery or service fee plus tax, or about $70 for the order. The filling florist will get about $48.00 to fill and deliver your order. (You have to ask yourself, how motivated would I be to work for 73% of my wage?) The order-gather gets about $22.00 just for answering the phone and taking the order.
There’s an easy way to save money when ordering flowers out-of-town. An Internet search on “flowers Columbus, OH”, for example, will yield an abundant list of florists, but be careful. Select a florist who has a street address in the ZIP code of the recipient. This will guarantee you have selected a real florist who has a real shop, and who will make and deliver your arrangement, usually at a lower cost than an order-gatherer. If you can’t find a street address associated with the phone number, chances are there isn’t one. This is the first tip-off that the business is just an order-gatherer, not a real florist.
So there you have it. You win with a real florist every time. No “buds” about it!
Cof C article:
The Truth About Flowers
by Dan Hamilton, Owner
Blumen Garten Florist
You’ve heard it before. “They’re too expensive.” “They’re already dead when you buy them.” “I can get them cheaper at the Big Box store.” “It’s so expensive to send flowers out of town.” “You never know what you’re going to get.” Would you like to know the truth?
They’re too expensive
Some flowers are more expensive, but most are within reach of just about any budget. If you are just looking at the cost, you’re missing the bigger picture. When you give flowers, you are giving much more than just the arrangement: you’re sending love, congratulations, sympathy, greetings, or thanks. Your local florist has the training and experience to make the arrangement reflect the special message you’re sending. Florists are also experienced in helping you make a good impression without spending an arm and a leg. We understand budgets - we live with them, too. So don’t be embarrassed if you don’t have an armload of money to spend. Just let us know what you’d like to spend, and we’ll make an arrangement that will deliver your message in style.
Sometimes an upscale design is the way to go. Arrangements done in a “high style” fashion can actually cost less than a traditional design. Ask your florist to suggest designs that are cost effective and trendy.
They’re already dead when you buy them
Not true. Some flowers, such as tulips, will actually continue to grow (increase their stem length) even after they are cut and arranged!
In general, flowers are bred to last longer once they are in the arrangement. When you buy by the stem (not in a vase) you need to get the flowers in water as quickly as possible, obviously. If your flowers are going to be out of water for a long time (an hour or more), ask your florist for water tubes. These are short plastic devices that hold a small amount of water and are designed to fit over the cut end of the stem. They will help keep your flowers fresh when you can’t put them into a vase right away. Some flowers, such as roses, will drink up the water in the tube much faster than others, so be sure to watch the water level in the tube and refill them when needed. Other flowers, such as alstromeria, absorb water at a slower rate, so the water tube needs to be refilled less frequently. If your florist doesn’t offer it, be sure to ask for food for your cut flowers. This usually comes in a small packet and should be dissolved in a quart of warm water, about 80 degrees F. When you’re ready to put your flowers into a vase, be sure make a fresh cut on the stem about 1 inch from the end. Use a sharp knife and cut the stem at an angle. Cutting at an angle helps preserve the capillary tubes in the flower stem so water can be absorbed more efficiently.
When you buy a basket arrangement, the flowers will be assembled in a special floral foam. This foam is designed to keep water close to the cut end of the stems, allowing the flowers to drink, and provides the needed support to hold the shape of the arrangement. Basket arrangements need to have fresh water added daily to maximize the flower life. Flower food will have been already added to the arrangement, but use the flower food packets the same way as you would in a vased arrangement.
In a vased arrangement, be sure to change the water about every 3rd day. Hold the flowers securely and dump the water in a sink, then refill with fresh water that contains flower food.
In all cases, if you want your flowers to open, use warm water and set them in a warm location. If you want them to hold, use cold water and set them in a cooler location. Always avoid extremes of heat & cold. Trimming faded blossoms will keep the arrangement looking fresh.
I can get them cheaper at the Big Box Store
You get what you pay for. You may be able to buy an arrangement at a low original price, but chances are, it won’t last more than a day or two. You will pay about $9.00 for a bunch containing 5-7 stems, so to get a nice bouquet you will have to buy 3 or more bunches. You will spend about $30.00,and you still don’t have a vase. You won’t get the flower food and advice florists usually provide free, you won’t be able to send them out of town, and you’ll get a substandard design (or no design at all). Don’t even think about buying flowers for a wedding or funeral at the discount store.
It’s so expensive to send flowers out of town & you never know what you’re going to get
Dealing with traditional flower wire services directly, such as Teleflora, FTD or 1-800Flowers is an expensive proposition. Not only are you paying for the arrangement, but also a pretty hefty service fee. You will be speaking with an order-taker who is probably not a florist, so if you want ideas or advice on your arrangement, you probably won’t get it. The order-taker will send your order to a random florist in the delivery area, and you will have no idea who is actually arranging your flowers, or when they will be delivered.
Further, the order-taker will pay the filling florist only about 73% of the value of the order. Yes, the florist on the other end will only get about $36 to fill your $50 order. And the delivery/service fee the wire service charges? The florist doesn’t get a penny of it. So for a $50 arrangement, you could end up paying well over $70 for an out of town delivery. The florist gets $36.00, and the wire service gets $34.00 just for taking your phone call.
It’s better to deal directly with a local florist. Online resources, such as yellowpages.com, are a good way to locate a florist in your recipient’s area. If you don’t have access to the Internet, ask your local florist for assistance. We can establish a relationship with an out-of-town florist, so the next time you send flowers to that area, we know whom to call and you can be assured your recipient will receive a quality product.
So there it is. The long & the short of it. You win with a local florist every time. No “buds” about it.
