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