Fresh forum summit ohio marketing

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Agenda Current Floral Environment/Trends  Strategic Objectives Multichannel Integration Evolution of Mobile 2014 Franchise Marketing Recap  Local Exclusive Program  Local Store Marketing Initiatives  2015 Franchise Marketing Program

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The Current Environment • Weakening of Flash Sales (-40% YOY) • Competitive pricing/offers - $19.99 price points, 40-50% off • Increase in Competitive spend – including Edible Arrangements & ProFlowers • New Floral Brands – Bouqs, H.Bloom, BloomNation, BloomThat, Amazon • Same Day Delivery offered outside of floral space – Amazon, Target, eBay, Google Shopping Express • Valentine’s date placement – Saturday (forecasting -15% decrease in sales YOY) 3

Lessons Learned • Continued shift of traffic to non-desktop – Mobile & Tablet – over 50% in 2014

• Increase social engagement & “social” commerce – 1MM FaceBook Likes!

– Collect & Promote Content – Celebrations.com • Email is LESS engaged • Direct Mail Testing – new formats, detachable coupons • Role of TV, New Media & Video • Alternative Payment Options PayPal, Visa checkout, Google checkout 4

Strategic Objectives for FY’15 • Invest in web/mobile shopping experience • Multi-brand/Customer Strategies – single check out & database • Expanded integration of “Come In” (brick & mortar) – Messaging, direct mail, email, radio, social, online/mobile • Expand Loyalty Programs – Passport & Fresh Rewards • Extend Reach through partnerships – Real Simple, Sandra Magsamen, Isaac Mizrahi • Grow Fruit Bouquet Brand – past 55% penetration!

• Leverage Food, Gift & Gourmet Baskets Brands • Truly Unique, differentiated Products – Local Exclusive

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Retail Marketing Integration

1-800 Flowers Partnerships

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Reaching our customers 1-800 Flowers ads were targeted to consumers near 1-800 Flowers retail shops as well as competitor locations

Mobile Display

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Summary Statistics

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Fresh Perspectives

Florissant, Missouri co-brand - Mick Samuelson Flowerama #160

• When the 1800flowers|Flowerama awnings and signs changed on my store-front, so did the attitudes of both my staff and my customers, not to mention my outlook.

• We also put a lot of work into painting new colors and cleaning up the store.

• We were already proud of what we were accomplishing, but to hear customers tell us how much “richer” and “nicer” the store looks, gives us a larger sense of pride.

• Mostly I am excited by the increase in sales we have seen.

• Mick has now signed up receive 1-800-Flowers.com incoming orders and is looking forward the sales gains that will bring as well.

Do you want more incremental orders for your business‌?

Do you want to receive orders for products you already carry, that showcase your unique artistry‌?

Do you want to receive orders at the suggested retail prices, (including delivery) that you decide‌?

Local Exclusive Program

“Bringing the faces behind the 1-800-Flowers.com Brand forward!”

– Chris McCann, President 1-800-FLOWERS.COM

Local Exclusive Program What’s New in 2014?  Streamlined Go-To-Market Timeline Photography – guidelines & 3rd party service Website Links

 Premier Merchandising Placement within Collections  Enhanced Presentation on 1-800-Flowers.com  NEW Florist Boutique Pages  Integrated 1-800-Flowers.com Marketing Campaign

Local Exclusive Program  Retail Employee Incentive Program  Create a “design challenge” for your designers  Ask customers to vote for their favorite  Submit all designs or just the winner to the Local Exclusive Program  Feature the Designer’s Photo if their arrangement is selected!  Improve employee moral 

Local Exclusive Program  Benefits! Increase Incremental Orders Showcase your Shop & Your Unique Design Artistry Price Arrangements at the Retail price YOU decided NEW & Improved Collection Pages NEW & Improved Florist Boutique Pages NEW Links to your BloomNet Hosted Website

Visit tiny.cc/localexclusive to submit your products Today!

Local Exclusive Marketing • Press Release w/Video http://www.businesswire.com/news/home/201406 24006688/en/1-800-Flowers.com-LocalExclusive-Program-Worldwide-ExposureLocal#.U6xASZRdVT5 Video https://vimeo.com/98484538 Brochure http://issuu.com/frussell/docs/final_local_exclusiv e_onsert

Local Store Marketing

2014 Franchise Marketing Recap  Brand Communications  Monthly Marketing Summaries (3 month outlook)  1-800-Flowers.com Marketing Campaigns & Promotions  Local Store Marketing Support  FRESH IDEAS!

 Local Store Marketing Programs & Webinars    

AARP Prom Program Holiday/Seasonal Open Houses Local Exclusive Program

 Enhanced In-Store Event Support  1-800-Flowers.com Marketing & PR

In-store/Franchisee Initiatives Rebranding Initiative Multi million dollar Marketing campaign includes 1800Flowers.com Updated POP Kits mailed to stores Franchise Locations to be added to 1-800-Flowers.com AARP Emails, Print mailings & Mobile app offers

NEW Swipe Cards! Swipe Cards Distributed to 18.5M Households = 37 million members New card is not a payment card Swipe card captures redemption data Heavy Marketing Push & Training to begin in September 2014 Benefits - centralized reporting AARP/1-800-Flowers.com/Franchisees for redemption

AARP .

YTD AARP Coupon Redemption 1-800-Flowers: 186 Flowerama: 1659 Total AARP Coupons: 1845 Flowerama redeems near 9 X’s more AARP Coupons than 1-800-Flowers Franchisees

AARP Testimonial - Dean Shaffer, Flowerama Apple Valley • Since we promoted the AARP Discount on our outside sign, we’ve averaged two to three customers per day coming in because of the promotion.

• 75% are new customers & 45 new customers/mo.

• Our staff appreciates the ability to offer this discount to those with the AARP card.

• We will continue to promote the AARP discount as this has been a proven method of bringing new customers in.

FREE AARP Franchisee Membership!

1-800-Flowers Franchise Marketing Assets • • • •

Seasonal Tri-folds Seasonal POP Seasonal Marketing Packs Local Store Marketing Programs – Smiles Promotions – Tropical Plant Sale – Lily Days of Summer – Sunflower Spectacular – How Mad IS She?

Flowerama in Columbus, OH • Delivered 400 smiles! • $5 green plant were delivered to one of twelve local nursing homes. • Customers purchased 400 plants valued at $2,000

NEW Retail Promotion Marketing Assets

NEW Retail Promotion Marketing Assets

NEW Retail Promotion Marketing Assets

Local Store Marketing - Summer Month

June August

June

Campaign

Summer of Smiles

Rose Spectacular

July

Tropical Plant Sale

August

National Night Out Lily Extravaganza

Concept/Theme

Promotion

Workshop/Event Deliver arrangements/plants to local nursing homes/hospitals, community beautification projects, etc.

Just Because Gifts Good Will Marketing

$5.00 Gifts

Leverage reduced WS Rose pricing

- $9.99 Rose Bouquet - Happy Hour Program

Leverage reduced WS Plant prices

- 2/$12 or $9.99 Plants =Happy Hour Program

Nat'l Hot Dog Day/Party in the Parking Lot

-$9.99Lily Stems/Plants -Happy Hour Program

Girls Night Out - Happy Hour Arrangement Design & Social

Leverage reduced WS Lily pricing

DIY Summer of Celebrations Party Ideas

Local Store Marketing – Fall/Winter Month

September

October

Campaign

-Sunflower Spectacular - Mum's the Word

Halloween

Breast Cancer Awareness Month November

December

Thanksgiving

Christmas

Concept/Theme

Promotion

Leverage reduced WS Sunflower/Mum pricing

$9.99 Smiling Sunflower Grandparent's Day Back To School

Halloween consumer engagement

Bounce back for Thanksgiving

Pumpkin Painting for Kids

Local Outreach

10% of Pink Ribbon Arrangement . to local Breast Cancer Center

Staff participate in a local run/walk to support Breast Cancer

Holiday Open House

Free Centerpiece Upgrade

- Holiday Open House - Design-a-Wreath

- Exclusive Lenox Ornament - Order Early/Free Delivery Incentive

- Toys For Tots - Letters for Santa - Elf on the Shelf Event

Incentives to order early Add-on Ornament Sales

Workshop/Event

Kids Gifts for Grandparents & Teachers

2014-2015 Franchise Marketing Program  Direct Mail  New Formats – Gatefold, Tri-fold, Postcard  Optional - Mailing Services – Your Shop’s Mailing Lists & EDDM  Optional - Thank You & Gift Reminder Postcards & Mailing Services

 Enhanced Print Program Brochures - Flowers, Fruit, Gourmet & more!  Corporate Sale – Flowers, Plants, Fruit, Gift & Gourmet (with personalization!)  Weddings - Flowers, Fruit, Wedding Favors, Candy Table, Wedding Invitation Discounts  Sympathy - Flowers, Fruit, Gift & Gourmet

 Franchise Email Marketing Program  Custom Franchise Templates

 Social Media Program    

Pre-populated Content Scheduling Tool Story Telling Mobile Landing Page

Locally Owned Branding

Upcoming Webinars • August – Constant Contact Web Marketing Program • September – AARP Re-Branding & Swipe Card • October – Holiday Open Houses – Corporate Gifting Program

We Need Your Feedback!

Franchise Marketing Survey  What works?  What doesn’t work?  How can we improve?

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2015 Winter Pre-Show

Did you know‌.?

The oldest known ceramic potsherds were found in the Hunan Province (People’s Republic of China) and they date back some 18,000 years ago to go to PreShow

Celebrating 75 Years! • Napco continues to bring fresh and exciting new products to the floral, gift and garden markets for over 75 years. • Napco offers the best selections in floral containers for spring, summer, fall and Christmas, peaceful inspirational sympathy products and event and display.

Pre-Show 2015 • Started in 1987 in Jacksonville, FL • Provides an opportunity for shop owners/buyers to get a jump on sales by ordering product early and receiving the merchandise in their stores so they can promote sell thru and return on investment • Pre-Show is an exclusive invitation only event and buying program combined with an excellent trip to Napco, Jacksonville, FL. • Preshow occurs twice a year: Winter January-March Summer: July- September

• Be the first to see the new collections & preview the merchandise Be the first to buy the products and have it in the store before anyone else in town and be the first to see a ROI

Testimonials “The New Napco Showroom vignette provided me with wonderful ideas for my store. I have already started creating a new storybook for the fall for my shop with the ideas I found in the Napco showroom.”

Deborah Kormann 1-800-Flowers Port Charlotte Port Charlotte, FL

“I loved to be able to make my purchase all in one place – You don’t have to walk or ride the escalators… everyone was very helpful and nice. Great combination of activities, I was able to work, learn, make my merchandise purchases and meet new friends all in one place. absolutely loved the Napco showroom and all the many new wonderful ideas I will use daily in my own store. “ Lori Ship, Brentwood Flower Shoppe Brentwood, TN

Our great shoppers!

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Best News Ever!

2015 Winter Pre-Show is a invitation only event and you are invited!

Preshow is complementary to the best florists in the United States As our guests Napco will fly the owner/buyer round trip to Jacksonville, FL to preview and purchase the 2015 Fall Harvest and Holiday Christmas lines & 2015 Spring/Summer, Garden, Inspirational/Sympathy Decorative Accessories, Event &Display Preview over 3500 items on display in our 10,000 foot showroom Dine with & meet other floral business owners/buyers Preshow is a fun working trip FREE 1 Day Event! Fresh Forum January 17, 2015 Friday PM & Sunday AM Hands on Program

Transportation & Booking • Napco will take care of all the arrangements for one owner/buyer: airfare, hotel accommodations at the Courtyard Marriott, ground transportation & meals • We’ll need at least a two week head start to book the air flight and hotels • See Russell or stop by the Napco Booth to sign up today!

Thank You!