FTD.com Case Study

Generating synergy and higher sales at Valentine’s Day

Background:

FTD.com is a premier Internet and telephone marketer of flowers and specialty gifts. Founded by FTD, the world's most established floral services organization, FTD.com sells directly to consumers through its website and toll-free phone number. Offering a wide variety of unique floral arrangements and specialty gifts for holidays and other occasions, FTD.com utilizes independent FTD florists to provide same-day delivery of floral orders to almost 100% of the U.S. population and supports an international floral delivery network in 154 countries.

Challenge:

As Valentine’s Day approached, FTD.com sought to increase sales during the most profitable time of year for florists by airing targeted, promotional, radio commercials. To implement the promotion, FTD.com needed a partner to design and create multiple interactive elements for the campaign. This strategic media mix of traditional (radio) and interactive (websites and e-mail) needed to support the FTD.com brand and effectively influence consumer behavior by tailoring online sales offers and messages to selected audiences.

Solution:

Converting potential customers into paying customers through an interactive, multi-media, promotional campaign involves not only technical expertise, but also branding and promotional experience that delivers cohesive messaging across platforms. FTD.com turned to Fusion92 to provide the critical online elements for their Valentine’s Day campaign. Our customized, interactive solution features a banner on FTD.com that links to a specially-designed “Radio Exclusive” jump page with a login code. Upon entering the code, the customer is directed to a specific offer page. From this offer page, special products and pricing are available for targeted radio listeners.

In addition to radio-specific online elements, Fusion92 designed targeted e-mails to acquisition and retention audiences that linked to specific sales pages within the FTD.com site. These e-mails were designed for easy user interface while maintaining the overall style and tone of the FTD.com brand. Working in combination, the radio, website and e-mails extend the reach of the campaign to produce a smart, targeted, interactive solution that enhances the effectiveness of a traditional promotional campaign and improves sales for FTD.com.