Valentine’s Day is rapidly approaching, and if you haven’t ordered your flowers for that special someone, you better get on that quick. If you’re like me and used the excuse, “I don’t know where to find flowers,” well my friend, that excuse will be acceptable no longer thanks to the advertising efforts of 1-800-Flowers.com.
It seems as though 1-800-Flowers.com is all over my websites, social media apps and music apps. I hear them interrupt my music on Pandora and remind me to order those flowers for my Valentine. My Facebook app is flooded with Promoted Posts, and my Twitter is littered with reminders to hurry up and order flowers. Even the sports talk broadcasters take a second to remind me to order from 1-800-Flowers.com before cutting away to commercial break. Even more, if I order flowers and use the keyword “fill in the blank,” I’ll get an additional 20% off!
For 1-800-Flowers.com this is a very calculated and intentional approach around this time of year. According to Amit Shah, 1-800-Flowers.com VP of mobile and social media, “It’s very clear that our customers are migrating to mobile, and that’s not a surprise anymore. What excites us is that customers are more than ever before not afraid to engage and transact with our mobile e-commerce site, across iPhone, Android and BlackBerry users.” (AdWeek.com 2013) Last year 1-800-Flowers.com bought the nationally exclusive Facebook log out page for Tuesday, while serving Facebook Exchange and Facebook Offer through Wednesday leading up to Valentine’s Day. While Amit Shah didn’t spill how much was spent, it was believed to cost nearly $700,000 alone for the log-out page.
I even clicked on the link to see what the fuss was all about and now it seems like they’re advertising everywhere; it’s like they’re tracking my online (genius of remarketing campaign). No wonder 1-800-Flowers.com has been stuck in my head these last few weeks. Unless you’ve been hiding from social media or completely tuned out from your mobile phone, you’re probably feeling the same way.
Source: http://www.adweek.com/news/advertising-branding/facebook-mobile-ads-push-flowers-valentines-day-147217
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