Working Around Changes in the Floral and Funeral Industries
Changes in the funeral industry like the increased popularity of cremation, “in lieu of flowers” messaging and free websites from floral order gatherers have made sympathy work harder to come by and less profitable.
Presented by Clay Atchison
Sponsored by FloristWare
Saturday, March 5, 2016
10:15 a.m. – 11:15 a.m.
Steelcase Ballroom B
This session, using a combination of presentation, discussion and Type in Action activities will show you how to stay profitable while working around these issues. It will also look at marketing to customers that increasingly default to order-gatherers and drop-shippers when buying flowers.
CLAY ATCHISON, owner of McAdams Floral, Victoria, Texas, has been on a mission to understand and reverse the drop in sympathy work. After dramatically increasing sympathy sales at his own shop, he now shares his approach with fellow florists. He also created the InLieuOfFlowers.info website to provide useful information for anyone planning a funeral and to combat the lack of understanding of “in lieu of flowers”. He has served on several committees for both the Texas State Florists Association and SAF. He will share his expertise in three sessions all designed to help florists get more and more profitable sympathy work.
Learn all the new techniques and great ideas from corsages and boutonnières to headpieces. This workshop will razzle dazzle you to the next level in wire work.
Presented by John Hosek, AIFD, CAFA, CF, CFD, PFCI
Sponsored by Teleflor
Saturday, March 5, 2016
9:00 a.m. – 11:30 a.m.
Steelcase Ballroom A, Classroom 1
Bring your own tools. Additional fees apply.
Learn the techniques and structure of body flowers and wire work, how to quickly make a simple corsage and how to up sell using bling and many new products.
JOHN HOSEK, AIFD, CAFA, CF, CFD, PFCI, is known for his innovative and original style. He has received the MFA designer of the year award and was a Sylvia Cup winner. He is a Teleflora Education Specialist and has shared his expertise from Australia to England and throughout the USA. A continuing opportunity takes him to Scotland where he collaborates with colleagues, contributing new floral artistry techniques in Fusion magazine. Since 2010 he has introduced new products for Fitz Design and Accent Décor, leading hands-on classes and designing for photo shoots and print catalogs. He is the owner of Surroundings Events and Floral, Verona, Wisconsin.