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To like or not to like
That's the question.
A presentation to Flowersyoulike.com
Become global gifting brand that consumers like, love and prefer
The plan Begin with flowers and create footprints that will be later captialised to cater to a worldwide demand for quick gifting anywhere. anytime .
The competition + Gifts etc. Global Local (Exotic) (Exotic) Flowers Vast. already offering “more” on their sites . millions of sites both global and local.
The challenge To stand out as a unique brand that's more than just flowers or gifts .
.Let's try and understand...
Millions of brands that consume a person's time .
. ..Only a few really matter.
So. what is everyone’s up to in The Flower World .
com . The popcorn factory.com.3 offerings: 1800-flowers. 1800-baskets.
We always do. The “Happy Hour Bouquet” campaign drove website visits and significantly increased sales along all product lines. Valentine’s holiday season generated a 274% increase in total revenue. moved $1 Mn of budget into Out-of-Home.” In view of increasing online spending. Inc Case Studies . Source: Outdoor Advertising Association of America. Using a combination of Outdoor and Transit: launched a “Happy Hour Bouquets” campaign in Feb ‘06.Established player: From “The florist of choice” to the more comprehensive “Pick the best. 625% more Happy Hour Bouquets were sold for Valentine’s Day 2006 than Christmas 2005. 7-fold increase in sales in the first month. the holiday that traditionally generates higher sales volume.
.Lesson learnt. Offline activities help build brand credibility in the customers' ecosystem.Helps in building a holistic brand and own image building properties .They can interact with it and then later visit online to consume it..
Offer other things in gifting BUT perceived only as flower guys. . Tatasky (online selling on DTH) etc. Fantastic on-ground presence. in expansion mode: Archies (greeting cards). Tie-ups with strong brands.
Vision is to become as ubiquitous as the neighborhood grocery store (Please note: In the Indian context this. considering India's size and the challenges it can pose to a logistic driven idea). if achieved. will be phenomenal) . Hence. Offline & Online presence including gifts and a worldwide reach. Strategic tie-up with Archies. Harps on the reach across the country (A big promise.Largest organized player in India.
.Tie-ups can help synergies the offering (beginning with flowers moving to gifting). A reliable channel partners is a must. especially in India. no matter where the person wants to send it.Lesson learnt..may be not even in the same domain. Delivery in fresh state of bloom is of utmost importance. .
The most comprehensive one: PROFLOWERS .
The line is very extendible (some exotic possibilities exist surely there).Lesson learnt. Guarantees help. A diverse offering can be present on the same platform.. ..
Lesson learnt... Just flowers are almost like saying I have a soap to sell but don't have a name for it. HAVE TO OFFER MORE! .
From India with love .
often hand-on in operations ● Know this for sure .) ●Cordial relationships with flower suppliers/growers ● Dunno where you get yours from ●Low overhead.In black & white (and a little bit of red) Strengths Quality ● Can deliver flowers quickly. ● You will have to let me know how this works ● . online staff ●Top Management is very involved. usually within a few days of being cut ●Logistics ● Relationship with a reliable distribution source with proven expertise in delivering quality logistics ●Dedicated work force ● A customer service. low product loss ● Online only operations as yet ● Weaknesses Top executives have limited time to focus on long-term ● By this I mean the brand and its essence and what it can be and should be 50 years down the line ●No customization capabilities like local florists ● Specially over international borders as planned ●Does not have a well-known name brand yet. delivery. ● Hardly launched ●Difficult to reach new customers ● The online market is very crowded ●Unavailable for last-minute purchases ● Not present offline ●Relies on growers to arrange bouquets.
gifts etc. Be a place people visit because they 'like' visiting and therefore enhance online traffic .SWOT continued Threats Seasonality in both demand and growing climate ●Susceptible to increases in logistical costs ●Unpredictable weather can have detrimental effects on supply. ●Idea is easy to imitate ●Online florists with a large ad budget/cooperative ads ●Supermarket and grocery chains along with local small time florists ●Competitors cans offer spur-of-themoment purchase decisions with their on-ground presence ● Opportunity Become much more than just flowers.
But before we begin. .. let's take a look at ourselves..
authoritativeness (consistent. were more likely to trust the brands advertising on these sites – and more likely to respond to advertising on these sites). The study also suggests there are three key characteristics of advertising behavior: trust (consumers who particularly trusted the site brands they used.Association of Online Publishers Study conducted by GfK NOP The study revealed new measurement criteria for the online brand environment that are all delivered through site design and correct use of brand assets: trustworthiness (recognition of and confidence in a brand). its community (featuring like-minded user forums). reliable thought-leadership). . action (consumers were more likely to click on advertising links and/or purchase from sites they trust). its uniqueness (original content). and awareness. and how entertaining the site is.
Does our site fit the bill on these parameters? ✔ Trustworthiness Authoritativeness Uniqueness Community Entertaining Trust Action Awareness ✔ ✔ ✔ ✔ ✔ ✔ ✔ .
And. don't forget who is it for? .
Sent My Girlfriend Flowers For No Reason – Advantage of ADHD. selected the delivery date. Anniversary’s. Because I sent the flowers to her work on a random day I caught her completely off guard and she absolutely loved the surprise. I know my girlfriend loves how spontaneous I am and how I take her out every weekend. entered my credit card info. Why Ordering Flowers Online Is Perfect For Someone With ADD or ADHD Because those of us with ADD & ADHD are spontaneous. And when we do remember we tend to wait until the last minute for a gift and end up not finding exactly what we want or having to settle for buying a non-ideal gift. Truth is. its just we have a million other things going around in our mind. it will get done. from online banking to sending flowers online in under 5 minutes. Done. But there is a positive side to ADD / ADHD: We are very spontaneous. and click complete order. never to the same place and we are always going to different types of events and restaurants. picked the flowers I know she would like. 2011 by Chris . I sent them because I wanted to make her smile. Typically people say ADHD and ADD are bad because those of us who have it tend to forget important things like our loved ones Birthdays. Plus. etc.Yesterday I sent my girlfriend flowers. etc. It’s not that we don’t care. if we get something on our mind we want to do. This is also true in making the little things count in our relationship. and it is quick and easy to accomplish then it there. or because I did something wrong. That is amazing! No trying to find time after work to find a florist still open that has the exact flowers I want to send. she loved them and her parents are even more excited to meet me this weekend. saw a discount online. Quick and easy. and allow me to be more productive. I try to automate everything in my life. . I decided to send her flowers. These little shortcuts help someone like me (with ADHD) get through my day and be a little less stressed. Now in the future all of my and her information is saved so all I have to do is select the flowers and date of delivery and hit complete order. my girlfriend couldn’t be happier. I didn’t send flowers because it was a holiday that told me I had to. Posted on April 7. we in fact care a lot and feel terrible if things do not work out getting you the perfect gift.
Need to really nail the elusive target audience. Who is it for? .
or something else? Does it have a essence?Does the site meet the Trustworthiness Authoritativeness Uniqueness Community Entertaining Trust Action) basic requirements of the being customer-worthy? (ref earlier slide: Who'll buy this? Post which. gifts. comes awareness or the campaign .So lets first look at ourselves for a moment What is it that you are really selling? What does the brand stand for? Flowers.
the scope of work: .Therefore.
3. 2. the greenfield ideas to start the ball rolling in convectional and nonconventional arena . architecture and guideline for both an online as well as offline presence Assess the website and the business strategy in the target markets And. essence.1. Suggest Brand logic.
Thanks Looking forward to a mutually beneficial association .
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