Teleflora.com has launched an integrated online and offline campaign for Mother’s Day, giving users the idea of offering flowers as a gift with taglines that include “Give to mom” and “Give beauty.”
The campaign includes national out-of-home and print advertising, public relations and an events program that is complemented by the online marketing. Both the online and offline campaign follow the same creative direction.
“We started the campaign as a way to optimize for Mother’s Day, which is one of Teleflora’s key holidays,” said Michael Burgess, vice president of Internet marketing, Teleflora. “In addition, we hope the campaign will help their conversion rates as well as increase the orders placed from the added online traffic.”
For the online campaign Teleflora.com bid on several keywords including “flowers.”
“First, Teleflora looked at Mother’s Day-related keywords and then expanded the list of those keywords,” Mr. Burgess said. “Second, we optimized our copy by testing multiple versions of the ad copy to identify which one would perform the best. Because of this, we are increasing their click-through ratio.”
Teleflora optimizes its home page based on daily conversion rates.
For Mother’s Day, Teleflora.com changed the layout of its home and product pages to feature their products with sharper images.
Teleflora.com is using the same marketing messages in all forms of media and customizing each individual message to the target audience and medium that it is featured in. All communication is consistent with their brand and campaign theme.
Yahoo’s Panama platform allows Teleflora.com to test copy for a group of keywords and optimize copy for their Mother’s Day campaign throughout the period. This is helping Teleflora.com to manage keywords more efficiently and optimize ROI.
“Overall, the Mother’s Day campaign is meant to better target consumers who were shopping for Mother’s Day flowers online on sites like Yahoo,” Mr. Burgess said.
