Mercury Broadcast Message

[Chezbloom]

If you want to build a brand based on deceptive images. Lots of big companies have been built up by over promising and under delivering.

 

[Rhonda]

What would be interesting is an exact number as to how well the "Martha" Program is doing with florists who deliver the 800 products. How concentrated the program is (can't see a small town doing anything with it) and if it has produced the numbers 800 thought they'd see. I don't see any small areas belonging to this program which leaves only the "big players" to get on board.

 

[CHR]

About those Martha Flowers....from Last week's 1-800-Flowers conference call transcript:

Question

Eric Beder - Brean Murray
Good morning. Could you talk a little bit about, Martha, I know you rolled out the cookies and some other things for holiday season, how does Martha continue to going out. [You almost thought] I guess about a year of doing it?

Answer

Chris McCann
Well, Martha overall has been a good learning experience for us. I would tell you that performance to-date has been below our expectations, and I think the headwind we ran into there as we introduced the higher price product point into environment that demanded value pricing. We work closely with the team at the MSO to redo our recipes to provide better value for our customers by taking some of the best of the products out and focusing on some real winners there. Martha is a strong brand with the loyal customer base and it teaches innovative product design and strong brand affinity. So we need to take better advantage of that. This is a multi-year deal. We think we are taking the right steps to make it a better deal for both Martha Stewart, (Omni Living) and for us and we are very positive about the future, but year-to-date it's not been what we expected but we think we have taken aggressive steps to make sure it is for the years going ahead.

Emphasis mine. I've been meaning the summarize the call but...well... I need more hours in the day....

Read the entire transcript for an interesting take on the company & current numbers.

 

[bloomz]

Boss you remember their adsense program? (I think that was what they called it)

I got $2500 back for putting their logo on my printed materials and my yellow pages ad.

And yes, I know exactly what they were doing. But the program only ran one year.

It's not as big of sucker ploy as getting TF florists to put those contest posters in their stores and signups on their sites.

At least FTD paid for it.


But I'm wondering now...I don't care how nice it is...what kind of sucker would deliver product with their labeling?

 

[BOSS]

Chris McCann
Well, Martha overall has been a good learning experience for us.

In other words... We lost our collective assets...

And Jon, yes sir! A florist would have to be extremely stooooopid to use this program... you might as well use your competitors down the street... they'd probably let you advertise for them for free.

The days of gaining "local" market share by helping to build **their brand** are gone...now everything you do with their name on it is one more nail in your coffin. They are not a partner, they are a parasite.

The TF poster/contest sign up is a prime example....

But what the heck.... florists are stooooopid! (myself included)

 

[CHR]

PhotoShop Bites Back

PhotoShopping and close cropping of everyday products makes FTD's 'Luxury' line look like a joke. Most consumers with enough $ to afford a $179 vase of roses will be smart enough to

1) Notice the PhotoShopping from one vase to another
2) Compare a bit and read the product descriptions

In the 'Luxury' collection, the pink rose designs (Treasure and Enchantment) say

"12 stems of pink roses, 10 stems of pink spray roses"

for $179.

I'd be really PO'd to receive so few flowers for $179 and I'm guessing most shoppers would, too.

In the Mother's Day selection, there's a 12 Pink Roses and 10 Spray roses arrangement also in bubble Bowl (The FTD® Love's Blush™ Bouquet N13-4314) for just $79.99.

Are the vase and black gift box really worth another $100?

How much smaller does the $39.99 version look than the 'Best' one.

So by making the cheap ones look big and full through camera angels, close cropping, PhotoShoping and ridiculous under-pricing, they've made the 'Luxury' ones look like very, very poor values.

See comparison picture below.

 

[BOSS]

So by making the cheap ones look big and full through camera angels, close cropping, PhotoShoping and ridiculous under-pricing, they've made the 'Luxury' ones look like very, very poor values.

And the "Luxury items" are the one they are promoting as "Florist Items"...

Bastards....

 

[bloomz]

They're surely going out of business.

 

[Bigted]

What I wonder about is how many shops can afford to carry the luxury line. If you do carry it, will you stock up on all the containers before you get the orders? How about the flowers? Will you keep them on hand for a same day delivery? If not, and you have to cancel past the deadline the fine could kill you.

I like the concept of the luxury items. I just think this program needs a bit more tweeking before it's ready. Unfortunately, I don't think our shop is up to the task.

 

[BOSS]

What I wonder about is how many shops can afford to carry the luxury line.

A better question is... Why would you?

 

[RWK]

Am I the only one who thinks that 170+ dollars for those things.....in a gift box no less......is the biggest rip-off ever.

How many of us could create luxurious arrangements for our customers for that same amount and make them look like the dollar value?

 

[CHR]

The FTD Mother's Day Commercial featuring the new Luxury line.

[youtube]iI74JFlKyto[/youtube]

 

[RC in Dayton and Cincinnati]

A very good commercial.

It looks like they are planning on being a formidable competitor to florists.

 

[RWK]

I agree Randy - It is a good commercial. As far as planning to be a formidable competitor - In a lot of ways, they already ARE.

 

[BOSS]

A very good commercial.

It looks like they are planning on being a formidable competitor to florists.

Of course they are.

Kewl thing (for them) is that there are loads of sheep willingly following them to slaughter. Just like the Heroin dealer...get 'em hooked and then turn the tables.

Why ANY florist would brand their stuff with someone elses corporate logo is beyond my comprehension. Unless you are an LFC you have nothing to gain and everything to lose, like YOUR IDENTITY to YOUR COMMUNITY!