Increased profit per customer from an integrated online and press campaign

Client: Flowercard
TSW channels: The Digital House, The Press House

Flowercard are a floral greetings and gifts company, specialising in delivering fresh flowers in a personalised card.

Objectives

Flowercard asked The Digital House for a complete digital package. They wanted us to market them through four different digital channels and run their website through their central management system.

Our primary objective was to ensure efficient preparation across each channel in the run up to Mother’s Day, the seasonal peak in the flower delivery sector. It was imperative that the digital channels communicated effectively not only with each other but also with our other specialist channels such as press, inserts and TV broadcast.

Strategy & Execution

We planned to increase digital exposure of Flowercard products at a profitable ROI:

• The Digital House controlled the central management system of the Flowercard website, synchronising all outgoing promotions with the other channels being used within The Specialist Works group (press, inserts and TV broadcast).
• We continually re-assessed the efficiency of the campaign across all our channels to reflect the merchant’s needs
• The display team worked with a number of media owners in a well-optimised display campaign
• The affiliate team built and ran a fast-growing and successful affiliate program
• We built a complete new set of keywords in the search campaign for flowers in a card to increase product awareness

Results

Flowercard saw considerable revenue increases across all disciplines of digital marketing and considerable profit per new customer. The campaigns are still running with continuous refinement to maintain and build on their success.

If you would like to discuss digital marketing further and find out how it could benefit your business please call Tim Pemberton on 020 7539 6131, or email: timp@thedigitalhouse.co.uk 

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