Industry Eye : Prospecting - Party City, Oriental Trading Co. & ProFlowers.com

June 2009

Seeking to capitalize on one of its busiest occasions of the year, flower retailer ProFlowers.com created a Mother's Day-focused, integrated marketing campaign to acquire last-minute male shoppers in need of a gift for their mothers and/or wives for the special occasion.

In the campaign, the company ran TV commercials (we caught one during a baseball game on ESPN on May 6) that encouraged viewers to go to ProFlowers' Web site for a special Mother's Day discount offer of a dozen roses for $19.99. Upon arriving at the Web site, consumers were welcomed at the top of the homepage with an icon stating, "Hear about us on radio or TV? Click here."

After clicking on this link, viewers were brought to a page where the name or password provided in the TV or radio commercial was asked for. By entering the password "male," which was promoted in the TV spot, viewers were led to a product page that provided a number of last-minute, discounted gift offers to choose from. —Joe Keenan

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