The Buzz on FTD Marketing

Status
Not open for further replies.
CHR

CHR

Design matters
Nov 28, 2002
8,951
8,442
113
Anaheim
www.avantegardens.com
State / Prov
CA
Well known writer from Search Engine Watch (SEW), Danny Sullivan, posted commentary about FTD's recent decline in revenue as it relates to SEM (search engine marketing.)

FTD's Head Of Marketing Replaced Over Failure In Maximizing Search

You'll love the comment from 'shorebreak':
I've talked to a good number of online flower sellers, and they almost all have the same issue - there are just not that many different ways people search for flowers. That being the case it all comes down to conversion rates, and having worked in the flower industry I can tell you that FTD is not a brand people generally associate with quality. Quality flower arrangements come from local florists people trust, and THAT's who FTD should be promoting in their search activities, NOT themselves.
Click to expand...
Somebody send that guy some flowers! :>
 
CHR said:
Well known writer from Search Engine Watch (SEW), Danny Sullivan, posted commentary about FTD's recent decline in revenue as it relates to SEM (search engine marketing.)

FTD's Head Of Marketing Replaced Over Failure In Maximizing Search

You'll love the comment from 'shorebreak': Somebody send that guy some flowers! :>
Click to expand...

Good post C.! - Hmmmm....thinking about the above statement, and ALL the questions asked with regards to 'florists' at the last press conf. with FTD, you have to wonder if this kind of thinking is REALLY main stream, - more so than we all realize... Those florists that really promote the FTD logo - are they making a mistake???
And, THIS coming from someone who bleeds black and gold, been FTD since 1928..... Really thinkin'............

- H.
 
Re: Excellent Link Chris!

Thanks for the post Cathy!

When they decided to try and EXCLUDE THEIR FLORISTS from being the consumer's FIRST POINT OF SALE rather than try and CAPTURE those sales first and RUN THEM THROUGH THEIR SKIMMER, that's where they lost the war.

Do they really believe their FLORISTS are that STUPID?

A REAL FLORIST, and in order to continue to provide both QUALITY of PRODUCT and great PERSONALIZED SAME-DAY-DELIVERY $ERVICE must be profitable TO DOO DAT DOO!

And, wee all know that, NO FLORIST can make a profit from those HIGHLY DISCOUNTED THIRD PARTY MIDDLEMAN sales unless and of course, they CURTAIL THOSE ORDERS. Add to that insult their NEWER BETTER LOWER SRP's, and they come to a disaster of their own making.

Couple CURTAILMENT with the BUCKET SHOPS they signed up and it's no wonder why CONSUMERS no longer associate DA BRAND with QUALITY.

All I can say is: " Thank the Good Lord for the INTERNET or was that Al Gore who invented it? "

More and more SMART CONSUMERS are seeking out and finding THE REAL FLORIST at the POINT OF DELIVERY who can DOO THEIR DOO better than anyone else. And for FULL VALUE at 100% TOO plus a FEE for DELIVERY versus having to DEDUCT it from the TOTAL ORDER AMOUNT because DA DOT.CON SKIMMER kept the $ERVICE CHARGE.

Just too bad that, they decided to BREAK DOWN THE BRIDGE between THE CONSUMER and THE REAL FLORIST, after which, small bob set it ablaze, so there's NO GOING BACK FORE THEM NOW!
 
I can tell you that FTD is not a brand people generally associate with quality.
Click to expand...

Amen. And I would tell florists to take off their FTD sticker off their store door, because of what this consumer said. Well unless you want to brand your store as an FTD store that does poor quality.

I have about 3-5% of my customers local and non-local say "Please don't make it FTD". So once again I speak about a stigma in the community growing every day that people associate flowers with a commodity or also known as a cookie cutter design. Many people here have said, sell the emotion, that is the future, but I wonder if these florists here who agree with that statement still have their FTD stickers and do the generic commodity type designs?

I just read a book called, "Who moved my Cheese?" ($3 on Ebay). It took me about an hour and a half to read and is 70 pages long with big font and a few pics. It's a parable about change and the fear of change. It talks about if you don't change, you become extinct, but has a few twists. It talks about waiting too long, will be that much harder to make the change. The book to me, like most of you, was a no-brainer, but helped me to remember to always re-define myself and my business. The cool thing is, the "cheese", in this book, can represent anything you want, weather it be spiritual, wanting to exercise more, relationships, etc... To me, and most of you, the cheese is seeing our business do better. I have a sister inlaw who is having a hard time making a decision on leaving her boy friend, I'm going to pass the book onto her in hopes to make a difference.
 
Sent "shorebreak" a thank you

Cathy,
Thanks for the post. I had to join their forum to send him/her a PM, but it was worth it.
Asked them to check out flowerchat and floristdective.
 
Here are a few threads from the coupon-clipper types (and there are many) discussing online rebates and discounts for Valentines' Day roses from 1800, PF, FTD. WalMart Flowers, etc. It's interesting to hear their perceptions about flowers and florists.

http://www.fatwallet.com/forums/messageview.php?start=0&catid=18&threadid=568693
http://www.fatwallet.com/t/18/571535
http://www.fatwallet.com/t/24/572646

The comments that makes me chuckle the most are

I've seen some comments and deals with different flower sites. Given that Valentine's day is coming soon, which sites can you use to get the flowers arranged and delivered? I don't want to order from somewhere that sends the stuff in a box by UPS or FedEx and the recipient has to arrange them in the vase.

I know I could call a local florist but the $ off coupon codes from places like Hallmark Flowers, FTD.com and others are tempting.
Click to expand...
with this reply

cant have your cake and eat it too

pay thru the nose but get something nice delivered to your gf by a local florist

or

use a coupon with a chain and get a bunch of dead flowers in a box delivered by ups and fedex. gf dumps you promptly
Click to expand...
Could we work that into a marketing campaign? ;)
 
you have to wonder if this kind of thinking is REALLY main stream, - more so than we all realize... Those florists that really promote the FTD logo - are they making a mistake???
Click to expand...

Herb I say yes, in fact been saying it for years, I wonder when florists will figure it out? Us noob florists have a lot to learn from you old wise dogs, but old dogs should be move open to learn new tricks. Evolve.

**NOTE the below is mainly address to the big florists in my area, I have no idea what business you do, the evolution in process at your shop or your style**

I will go on to say that big boy florists and florists who have been doing this for several generations survive easier because of your large base of customers. I'd be willing to bet if they had to start over and they did the same way, it would be harder than you think. I'm not saying they would fail at all, I'm just saying harder than you might think.

To me there are four main florist types out there: 1. Online corps 2. The lady on the sidewalk 3. Traditional florists 4. Neo florists

1. Online Corps: PF, 1800, Etc..
2. Lady on the sidewalk: Bucket shop, Basement Betty, etc..
3. Traditional: Doing the same ol stuff
4. Neo: The next generation that is more about design and an emotional connection

The evolution is taking place in front of our eyes, what are we doing about it? I hope that all of us here can read the obvious signs and are evolving. If you think you are evolving to number 4 and you cling to the old ways, you're fooling yourself. I think a lot of florists think, when I say, an emotional connection, they think, Ok I'll send out advertising that will have an emotional meaning, or push roses at Vday, because that's an emotional time of the year, but that is NOT what I am talking about at all. What does your product look like? When you take your spouse out for a special dinner, it's an emotion of love, do you take her to McDonalds or to a nice place? You offer that same ol carnation and BB commodity flower, guess which message you are sending? Now if you believe that we shouldn’t be selling the emotion to survive, then just ignore me, but if you do, you really need to examine your business, I mean really really examine it.

I will admit I am a noob, I've only been doing this for a little under 10 years, but the one gift I have is to see trends and change; for this, it helps me see the future. Most established shops will roll their eyes, that's cool, you have a customer base of 1000s that will allow you to stay traditional, but if you don't evolve, there will come a time when a shop or two or three in your area who will. Maybe we got lucky and I'm just neurotic, but in my town of 4 florists,
one that has been here for 20 years is about to go down and another one that is 80+ years would be going down if it weren’t for their funeral contracts, according to their ex-manager.

Like JB says, opinions vary, but I think we can all agree that the fact we have to start selling the emotion more is the right direction for us. Now how each of us defines that in our own head, according to our customer, is the next step. And imo, that next step is -Perception of Value- which is what we should pay attention to because as that evolves so should your florist. And to help predict the future, perception of value can be found in subtle hints of our popular culture.
 
Oh hey, since we're talking about gift boxes fedExed over night, let me tell you that it is a logistic nightmare in Miami this time of year. There are only so many planes, so if the number of gift boxes out number the space on the planes, the flowers sit on the tarmac. Mday is 10x worse than Vday too. When they open up the new Port of Entry in Memphis and you start to see more shipping direct from south of the border, this should iron itself out.

I tell my friends who do send flowers in a gift box not to send them on Vday or Mday because of the above, plus it's, it's a special day, don't send them flowers fedex.

Update on epicflowers. I finally got them to put up, about a month ago, a disclaimer saying PLEASE don't send flowers from us to a hospital or funeral home. Two of the three LARGE online dating sites will probably fall through, but we still have one. About 3% of orders are taken over the phone, most go through the shopping cart. We're not doing awesome, but just now started to break even. What is the % of replacements? 3.7%.

I agree with all of you though, flowers in a box? BLAH. In fact when customers come into my shop, I don't tell them about epicflowers at all, I still look up a real florist for them and allow the florist to fill at 100%. But in business, if you let your emotions rule, you'll be blinded to opportunity. Flower gift boxes will go away about as fast as the internet does.
 
Toto -

You made two terrific posts. Thanks.

Only a guy can get away with saying
Then again, the residence delivery on Saturday or Sunday might offer you more Romantic quality time to reap the rewards.
Click to expand...
:rolleyes:

My one plea is to please, please omit the screaming bold type and caps. ( I mean no offense but it's really, really hard to read text written that way and it would be too bad if readers skipped over your thoughtful, clever advice. I almost did - and I wanted to read the posts.)
 
Hmmmm... went to read TOTO's post, and I dont see it...

Am I missing something?
 
I see there are *Two below the thread rating of **poor** * could those be them? I declined to post, as I thought I would be too antagonistic this morning :rolleyes:
 
Re: And so, I POSTED AGAIN!

CHR said:
Sorry to report that Fat Wallet deleted Toto's posts. :(
Click to expand...

Well Cathy and Boss: Looks as if THE TRUTH HURTS!

And so, they forced MEE to POST AGAIN, ey?

http://www.fatwallet.com/forums/messageview.php?start=20&catid=18&threadid=571532

Only this time, I COPIED and PASTED over to an email which I sent back to myself.

That will make it real easy the next time I have to RE-POST DA TRUTH and after they've DELETED IT AGAIN.

As to BOLD and BIG? Well, I'm farsighted which means that, I can't read without my glasses.

And DA CAPS is a force of habit thing which I use to make a point, albeit SHOUTING and annoying to some.

I doo apologize and please excuse my whims.]
 
Re: You did a nice Job Mary Lou!

Thanks again to both you and Boss for giving us these links.

You did a wonderful job with the new VD DAY blog.

Now, it's up to US WEE BEES to get the word and these links out to everyone, especially the folks in the media.

We all know of their ANNUAL ATTACK on WEE FLORISTS over our PRICES with no regard for OUR QUALITY and OUR $ERVICE.

As I've stated, their attack on us is as annual as THE SWALLOWS returning to CAPISTRANO.

We need to turn the tables and make them all SEE THE TRUTH between what WEE FLORISTS REALLY DOO as compared to WHAT THE SKIMMERS and FARM DIRECT DON'T!
 
mlou said:
TOTO,
I thought the first post was great...

and it brought a couple of dozen hits from Fat Wallet to the FlowerChat Blog.
http://realflorists.flowerchat.com/

Let's hope it brings more comsumers our way.
.
Click to expand...

It also brought 45 to Floristdetective.!!!

Thanks John!!!:smash
 
CHR said:
Toto -

You made two terrific posts. Thanks.

Only a guy can get away with saying :rolleyes:

My one plea is to please, please omit the screaming bold type and caps. ( I mean no offense but it's really, really hard to read text written that way and it would be too bad if readers skipped over your thoughtful, clever advice. I almost did - and I wanted to read the posts.)
Click to expand...

Agreed Cathy. The posts were great... just difficult to read.

V
 
Status
Not open for further replies.
Top Bottom
Back