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Teleflora Partners With HSN For Exclusive Bouquets
Los Angeles-based Teleflora is partnering with the HSN shopping channel to sell exclusive bouquets during three 30-minute floral tip/direct-response segments.
The new product line debuts on Tuesday, May 5 and the initial focus will be on the next big flower holiday: Mother's Day on May 10. The shows will be promoted on air through alerts and ads, and Teleflora will also be featured in HSN's program guide.
Teleflora member florist Tim Farrell (Farrell's Florist) will serve as the on-air guest during the segments, where he will demonstrate how the arrangements are made as well as provide tips for choosing flowers, depending on the occasion. Teleflora will have seven exclusive bouquets on the segments (four with upgrade options, for a total of 11) available to viewers ranging in cost from $29.99-$79.95.
In addition, the Teleflora difference -- that all bouquets are hand-arranged and hand-delivered using only fresh flowers by neighborhood florists as opposed to floral companies that ship their flowers in boxes from warehouses -- will be communicated. The company has more than 20,000 member florists throughout the U.S. and Canada, with an additional 20,000 affiliated florists outside North America.
"This is a great forum for our florists to showcase their extensive attention to detail and wide array of floral knowledge," said Teleflora President Shawn Weidmann in a statement. HSN is in 90 million households. In addition to the exclusive Teleflora segments, guests on other HSN shows will be presented with Teleflora bouquets.
After Mother's Day, hand-picked selections from Teleflora's everyday product line for other occasions like birthdays and a new baby will be available on hsn.com year-round. Throughout the year, Teleflora will continue to premiere bouquets on the HSN network, which are tied to major holidays and available exclusively to HSN customers.
In addition to the HSN linkup, Teleflora also has brought back the TV campaign it debuted during the Super Bowl, despite the mixed reception it received. The 7th annual Super Bowl Engagement Survey, conducted by Brand Keys, Inc., rated the Teleflora ad among the worst. But Teleflora.com saw a 65% increase in daily reach on the day of the Super Bowl, according to TNS Compete -- February 2009 -- and the campaign is credited with boosting its Valentine's Day sales.
Teleflora is adding a new execution to its "Talking Flowers" work for Mother's Day which began airing May 1 and will run up through May 10. The spot was created by Teleflora's in-house agency, Firestation, Los Angeles, which also created the Super Bowl spots.
In the new execution, "Teleflora's Slacker Flowers," two deadbeat sons send their mom a box of weeds that come to life. "Happy Birthday," one "flower" says -- forgetting it is supposed to be for Mother's Day -- while the other asks to borrow $10 for pizza since they spent all their money on the DIY floral kit. Their big mouths ultimately land them in the trash. (When one flower/son suggests they should move back home, mom stuffs the "arrangement" down the garbage disposal.)
"Don't send flowers in a box -- you don't know what they'll say" is the tagline, followed by a shot of a delivery person carrying a fresh Teleflora "Wings of Love Mother's Day" bouquet.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105279
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Teleflora Partners With HSN For Exclusive Bouquets
Los Angeles-based Teleflora is partnering with the HSN shopping channel to sell exclusive bouquets during three 30-minute floral tip/direct-response segments.
The new product line debuts on Tuesday, May 5 and the initial focus will be on the next big flower holiday: Mother's Day on May 10. The shows will be promoted on air through alerts and ads, and Teleflora will also be featured in HSN's program guide.
Teleflora member florist Tim Farrell (Farrell's Florist) will serve as the on-air guest during the segments, where he will demonstrate how the arrangements are made as well as provide tips for choosing flowers, depending on the occasion. Teleflora will have seven exclusive bouquets on the segments (four with upgrade options, for a total of 11) available to viewers ranging in cost from $29.99-$79.95.
In addition, the Teleflora difference -- that all bouquets are hand-arranged and hand-delivered using only fresh flowers by neighborhood florists as opposed to floral companies that ship their flowers in boxes from warehouses -- will be communicated. The company has more than 20,000 member florists throughout the U.S. and Canada, with an additional 20,000 affiliated florists outside North America.
"This is a great forum for our florists to showcase their extensive attention to detail and wide array of floral knowledge," said Teleflora President Shawn Weidmann in a statement. HSN is in 90 million households. In addition to the exclusive Teleflora segments, guests on other HSN shows will be presented with Teleflora bouquets.
After Mother's Day, hand-picked selections from Teleflora's everyday product line for other occasions like birthdays and a new baby will be available on hsn.com year-round. Throughout the year, Teleflora will continue to premiere bouquets on the HSN network, which are tied to major holidays and available exclusively to HSN customers.
In addition to the HSN linkup, Teleflora also has brought back the TV campaign it debuted during the Super Bowl, despite the mixed reception it received. The 7th annual Super Bowl Engagement Survey, conducted by Brand Keys, Inc., rated the Teleflora ad among the worst. But Teleflora.com saw a 65% increase in daily reach on the day of the Super Bowl, according to TNS Compete -- February 2009 -- and the campaign is credited with boosting its Valentine's Day sales.
Teleflora is adding a new execution to its "Talking Flowers" work for Mother's Day which began airing May 1 and will run up through May 10. The spot was created by Teleflora's in-house agency, Firestation, Los Angeles, which also created the Super Bowl spots.
In the new execution, "Teleflora's Slacker Flowers," two deadbeat sons send their mom a box of weeds that come to life. "Happy Birthday," one "flower" says -- forgetting it is supposed to be for Mother's Day -- while the other asks to borrow $10 for pizza since they spent all their money on the DIY floral kit. Their big mouths ultimately land them in the trash. (When one flower/son suggests they should move back home, mom stuffs the "arrangement" down the garbage disposal.)
"Don't send flowers in a box -- you don't know what they'll say" is the tagline, followed by a shot of a delivery person carrying a fresh Teleflora "Wings of Love Mother's Day" bouquet.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105279
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