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1-800-FLOWERS.COM FY14 Fall/Holiday Initiatives & Pitch Angle Recommendations June 21, 2013

1-800-FLOWERS.COM FY14 Fall/Holiday Initiatives & Pitch Angle Recommendations June 21, 2013. Fall 2013: Fall Décor

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1-800-FLOWERS.COM FY14 Fall/Holiday Initiatives & Pitch Angle Recommendations June 21, 2013

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  1. 1-800-FLOWERS.COMFY14 Fall/Holiday Initiatives & Pitch Angle RecommendationsJune 21, 2013

  2. Fall 2013: Fall Décor • Although everyone gets the end-of-summer blues, 1-800-FLOWERS.COM will continue to excite the media and spread smiles via exposure for the brand’s fall décor offerings, positioning 1-800-FLOWERS.COM as the go-to authority for all fall festivities that call for floral décor accents. • Leverage Celebrations.com experts for fall décor trends and DIY ideas that are perfect for both adults and kids and can be leveraged with media while tying back to product offerings from 1-800-FLOWERS.COM • Targets (short-lead outreach): • Broadcast • Print publications • Online outlets • Home Décor outlets • Timing: Late August – End of October 2013 (ongoing) • Fall 2013: Breast Cancer Awareness Month (October) • Outreach will focus on the brand’s cause-related efforts (percentage of sales proceeds being donated to charity) and help position 1-800-FLOWERS.COM as a supporter of the cause to fight the battle against breast cancer via the official product collection • Targets (short-lead outreach): • Broadcast (for related Breast Cancer Awareness Month segments) • Online outlets • Weeklies • Product round-ups with a charity tie-in • Timing: Late August – September 2013

  3. Fall 2013: Halloween • The end of October calls on kids and adults everywhere to dig in their closets to uncover boxes of their favorite costumes. This Halloween, think outside the (costume) box to dress yourself AND also your everyday household items with the distinctive Halloween collection from 1-800-FLOWERS.COM and tips from Celebrations.com experts • “Spook Your Home with Halloween Décor” • Work with Carly Cylinder to develop ways to “spook-ify” all the rooms and surfaces in your home, no matter who you’re trying to frighten • Ex: Remove the traditional pumpkin and greet your trick-or-treaters with the unique Bewitching Flower Cake that’s sure to have them thinking it’s a sweet treat (which will give them a scare!) • Ex: Kitchen countertop cobwebs will meet their match when paired with Shocktail Martini’s or Devil Food Flower Cupcakes; these haunted food and drinks will scare even the adults at your soiree • To incorporate more aspects of the home, have Carly put together crafts/tips incorporating décor throughout the home (e.g. lampshade covers) • Targets (short-lead outreach): • Broadcast (local) • Print publications • Online outlets (including some influential, pre-targeted blogs) • Timing: Late September – October 2013

  4. Fall 2013: Halloween Event • To further build on existing Halloween angles and bring to life all that this holiday has to offer (and not just for the kids), 1-800-FLOWERS.COM and the family of brands is here to bring the party to you – or should we say, your office. • “1-800-FLOWERS.COM & Cheryl’s Brings the Spooks and Scares to You!” • Work alongside Cheryl’s and the experts from Celebrations.com (ex: Rachel Hollis) to showcase product offerings and ways to utilize and create Halloween décor via floral items during a one hour Halloween-themed event/party at Real Simple, or a similar top-tier publication with an online presence • Serves as a chance to decorate the space with our original Halloween décor ideas, with an DIY station for employees to make crafts and floral décor items that are perfect for any and all Halloween parties • Can also serve as a meet-and-greet with Celebrations.com experts as they demonstrate their capabilities and areas of expertise that align with the outlet’s priorities and target audience • Opportunity to preview Valentine’s Day product offerings with long-lead editors • Event will allow for maximum engagement and a hands-on experience between editors and brand spokespeople/representatives to deepen the relationship for future opportunities in-book and online; will follow with a conversation/desk-side following the event • Targets: • Short-lead: Online editors • Long-lead: Print editors (Valentine’s Day preview) • Timing:September – October 2013 (includes post-event follow-up)

  5. Fall 2013: Thanksgiving • Thanksgiving has become all about the food and festivities, but what about the décor? 1-800-FLOWERS.COM is bringing back the centerpiece by collaborating with party planning experts from Celebrations.com (ex: Shawn Rabideau) to ensure your floral centerpiece takes center-stage and is the most memorable part of the holiday. • “Bringing Back the Centerpiece” • Fun twist on a PSA alerting consumers that while food has usually taken up all the room on a tabletop, it’s time to bring the centerpiece back • Can incorporate opportunity to make fun YouTube video that can be shared on social channels and virally via bloggers • Video can then be used as a call to action for bloggers to make their own centerpieces (or order them from 1-800-FLOWERS.COM of course) to show how they’re helping the cause to bring back the centerpiece • “Saying Thanks on Thanksgiving” • Though we all give thanks during Thanksgiving, do we always remember to thank our guests for coming? While the meal may come to a close, 1-800-FLOWERS.COM will keep the party going by sharing unique ideas with media on how to elongate the life of your Thanksgiving dinner – with a 1-800-FLOWERS.COM arrangement • Ex: Leftovers may spoil, but these flowers will not! Give your guests a parting gift and let them bring home a portion of or a complete centerpiece/ arrangement to further spread the spirit of Thanksgiving • Targets (short-lead outreach): • Broadcast (national and local) • Print publications (regional) • Online outlets • Timing:November 2013 (leading up to the Thanksgiving holiday)

  6. Holiday 2013 • The air may be filled with warm temperatures and rays of sunshine, but we’re starting to feel a chill inside! With floral arrangements and gift offerings from 1-800-FLOWERS.COM, there’s no need to make a list and check it twice this year. • “Keep Cool this Summer with Holiday Gift Ideas” • To ensure that flowers are on everyone’s holiday shopping list, 1-800-FLOWERS.COM will be positioned from the start of summer as the go-to floral authority for publications working on long-lead books for inclusion in gift-guide round-ups and reviews • Engage in gift-guide outreach, positioning 1-800-FLOWERS.COM holiday hero products as the perfect way to put a twist/spin on traditional holiday gifts with a thoughtful, themed holiday bouquet • Targets (long-lead outreach): • Consumer long-lead publications (national) • Targets (short-lead outreach): • Broadcast (local and national) • Print publications (regional) • Online outlets • Weeklies (print and online) • Timing: • Long-Lead: June/July – September 2013 • Short-Lead: November – December 2013

  7. Holiday 2013 (cont’d) • “12 Days of Florals” • Similar to the “12 Days of Christmas” gift-giving notion, 1-800-FLOWERS.COM will put the phrase to the test and demonstrate how to give 12 days worth of flowers as a stand-out holiday gift option that will leave a lasting impression • Identify holiday hero products that contain different types of flowers to create a cohesive “12 Days of Florals” round-up collage, with each day showcasing a different type of flower/arrangement that each have a unique holiday/winter look and feel • Ex: White lilies to match the freshly-laid snow outside your doorstep • Opportunity to work in product offerings from the GFGB family of brands that have a similar/related theme • Tactic will be most effective as a blogger campaign, targeting approximately 10 select bloggers to feature a gift idea each day for the “12 Days of Florals” with the possibility of an additional giveaway/social media add-on, to further drive two-way communication between influential bloggers and consumers • Targets (short-lead outreach for traditional outreach, excluding social media options): • Online outlets • Influential, pre-targeted blogs • Timing: December 2013

  8. Holiday 2013 (cont’d) • “Cut the Costs with 1-800-FLOWERS.COM” • Every holiday party hostess needs to dress up their home for their festive gathering; this year, 1-800-FLOWERS.COM will be positioned as a wallet-friendly method for decking the halls in comparison to hiring a florist/decorator to plan and execute holiday décor • Utilize a Wakefield survey (example question: how much do you typically spend to decorate for the holidays?) to shed light on the current landscape and costs of decorating to determine where consumers are spending most of their designated budget • Leverage the statistics and findings from Wakefield survey results to position 1-800-FLOWERS.COM as the holiday gifting solution and help drive purchase during the holiday season • Work with a Celebrations.com expert to create and develop helpful hostess hints and tips to ensure your holiday gathering is cost-effective but still elegantly designed, thanks to 1-800-FLOWERS.COM! • Targets (short-lead outreach): • Broadcast (local) • Print publications (regional) • Online outlets • Timing: November – December 2013

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