Who Owns 1-800-flowers?
• Jim McCann1
• CEO & founder• Founded:
• 1976• Chairman/Chief Executive Officer:
• 1987• Total compensation (2014 fiscal year):
• $2,500,393
Teleflora
• Subsidiary of Roll Global2• Blog• Stay connected• Rewards• Superbowl ad
Proflowers
• Subsidiary of FTD• Reward points3
• Blog• Connected & Rewards
Target Audience
• Primary: Male– 25-45 years
old–Middle/upper
class– loyal
customer
Target Audience
• Secondary: Female– 25+ years old–Middle/upper
class– Busy– Appreciate
versatility in gifts
Campaign ideaCampaign Idea:
Real flowers make all the difference. Get something they
can smile about this holiday season.
Direct Marketing Campaign
• 1. Acquisition– Celebration rewards
• 2. Quoted not sold
Timing & Seasonality
• Major Holidays• 8-12 Weeks• Increase revenue and immediate
sales
Sweepstakes
• Valentines vacation- Dominican Republic• Create Retention: Raise Awareness• Acquisition/ Activation– Stimulate sales– Generate more traffic
• Measure Sales & Membership
Campaign Testing
Offer Testing
• control: Get $10 off their next purchase with 1-800-flowers. Go online to receive this great deal. Offer expires in ___ (8 weeks before the specific holiday)1. Make the offer last 10 weeks instead of 82. Change offer: buy one bouquet get the next one half off 3. buy one bouquet get 10% off your next purchase
Channels & Channel Testing
• Channels– Direct Mail– Email– Their Website
• Quoted not sold– Direct Mail vs. Email
• Most ROI– Direct Mail vs. Email
Timing Testing
• Email: Midmorning vs. end of day• Direct Mail: when mail is sent out• Year-Year comparison
Measurement & Analysis
Measurement & Analysis
• Direct Mail vs. Email– Campaign• ROI
– Quoted not sold• Website
Fulfillment
• Customer satisfaction• Order form online/phone processes order
– Customer records updated– Credit checks– Generate warehouse hardcopy of shipping labels and
invoices• Stockout costs: offer similar alternatives
– Keep up with stock
e-Commerce
• Website already exists– Section to write in the coupon
Bibliography
• 1. http://www.bloomberg.com/research/stocks/people/person.asp?personId=234954&ticker=FLWS • 2.http
://www.dmnews.com/two-floral-heavyweights-go-head-to-head-in-direct-marketing-comparison/article/181859/
• 3. http://investor.ftdcompanies.com/releasedetail.cfm?ReleaseID=901415