Virtual Events

Pre-COVID-19, in-store events were a profitable part of most retail florists’ strategy — a way to build sales and forge strong connections and goodwill in your community. With new operating and social distancing rules, crowd size restrictions and safety concerns among staff and customers, some retailers have pivoted to virtual events. How do you create online events that draw a crowd and meet your revenue goals? Floral Management columnist Heather Waits of Bloomtastic Florist in Columbus, Ohio, will share her successful approach to virtual workshops and classes, including insight on how to choose the best platform, generate excitement, manage logistics and leverage post-event enthusiasm. She’ll also explain how she’s modified her teaching style and class focus to better suit digital audiences — and how partnerships with other local businesses can set your events apart.