Stop and Smell (Sell) the Roses
Flowers... nothing more appealing to my delicate and romantic soul than a rose... the smell, the colors, the delicate thorns, symbol of love and hate, the perfect image of a sentimental relationship...
Enough of that: let's talk biz and money.
I love this guys at 1800flowers.com, very smart. They grew their little mom and pop shop into a multimillion dollar public company.
And if you are curious about how they did it, click here for the autobiography of the founder, Jim McCann: easy to read, funny at times, surely instructional.
Now, let's do some disecting of this marketing specimen: first of all, I got it thru Amazon.com, in my little delivery box. Great idea: strategic alliances.
But what I like the most is the trackability of the results: notice the inducement for the customer to enter code "24V" to get a discount when purchasing on the web.
Fantastically done: they will be able to compute exactly the ROI (Return On Investment) of their partnership with Amazon. And they gently persuade the user to help them out, giving a discount: as we were anticipating in a previous post (the Birthday card one), with the right inducement, appealing to the self interest of the prospect, smart marketers can get us to do pretty much anything they want.
Notice also the 1800 number: it is NOT a special one (it's 1800 FLOWERS), so NOT trackable.
Hmm, does it mean they are inconsistent in tracking results? Nahhh, simply using this number builds their brand in the name of the client (would I remember next time to call 1800 FRTGKFD?). And I bet my best pair of used gym shoes that when a person calls that number, the first question they ask is "Do you have a promotion code so you can get a discount?". Bingo ! They got the cake and eat it too: they got brand and phone number recognition AND track results.
Enough for today: let me call 1800IAMVERYHUNGRY to get something to eat.
K
Enough of that: let's talk biz and money.
I love this guys at 1800flowers.com, very smart. They grew their little mom and pop shop into a multimillion dollar public company.
And if you are curious about how they did it, click here for the autobiography of the founder, Jim McCann: easy to read, funny at times, surely instructional.
Now, let's do some disecting of this marketing specimen: first of all, I got it thru Amazon.com, in my little delivery box. Great idea: strategic alliances.
But what I like the most is the trackability of the results: notice the inducement for the customer to enter code "24V" to get a discount when purchasing on the web.
Fantastically done: they will be able to compute exactly the ROI (Return On Investment) of their partnership with Amazon. And they gently persuade the user to help them out, giving a discount: as we were anticipating in a previous post (the Birthday card one), with the right inducement, appealing to the self interest of the prospect, smart marketers can get us to do pretty much anything they want.
Notice also the 1800 number: it is NOT a special one (it's 1800 FLOWERS), so NOT trackable.
Hmm, does it mean they are inconsistent in tracking results? Nahhh, simply using this number builds their brand in the name of the client (would I remember next time to call 1800 FRTGKFD?). And I bet my best pair of used gym shoes that when a person calls that number, the first question they ask is "Do you have a promotion code so you can get a discount?". Bingo ! They got the cake and eat it too: they got brand and phone number recognition AND track results.
Enough for today: let me call 1800IAMVERYHUNGRY to get something to eat.
K
posted by Mau @ 5:22 PM
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