ProFlowers has long been one of the top floral and gift companies around, with a huge focus on their digital platform. Marketers have been able to make good money driving traffic and purchases, which has allowed the ProFlowers family of brands to become very successful over the years. According to recent reports, however, that has come at the cost of their overall brand.
This is what has prompted their upcoming changes in their overall marketing strategy. Going forward, they will be more focused at ‘upper funnel’ efforts, which will rebuild brand recognition and respect. They aren’t ending any of their successful marketing strategies, but rebalancing their overall efforts to increase sales today, and prepare for the future.
This was all a topic of discussion in a recent Interview that CMO Jeff Severt and SVP of Brand and Acquisition Marketing Raphael Weishaupt had with Ad Exchanger.
They made some important comments in the interview, including when Severts said, “At one point, FTD was a huge brand and it just has not gotten a lot of tender loving care over the last couple of decades. We think we can do more to restore it to its former glory.
Weishaupt also commented, “We didn’t strike the right balance between brand marketing and direct response marketing. We invested heavily in the later, at the expense of building brand equity and a trust customer connection through storytelling.”
What all this will mean from a practical position is not yet clear, but this set of brands has long been a staple in digital marketing, and it will be interesting to keep an eye on it in the coming months.