In preparation for #BZBowl, I’m experiencing as many of the SuperBowl advertisers’ products & services as possible, comparing whether my service encounter lives up to the promises they make through marketing. Today’s #BZBowl Week post involves Teleflora.
I had completely forgotten that 2011 that Teleflora advertised in the Super Bowl in 2009 and 2010, which is to say that it hadn’t been effective, at least on me.
Both ads were intended as humorous jabs at boxed flowers as inferior products that get inferior results with recipients. The main promise was around experience reliability, that hand-arranged, hand delivered Teleflora arrangements would result in a successful reaction from the recipient. There’s only so much you can do in 30 seconds, but Teleflora tried to go long on humor and missed much of the opportunity to make a complete and meaningful brand promise to potential customers.
But when I used the Teleflora site to purchase flowers for my wife, I noted that the promises made through the interactive experience were different and much more extensive.
They started with the same “fresh flowers, personally arranged and delivered daily” message that reinforces reliability of the experience. However, they placed a heavy emphasis on responsiveness, making a promise of same day delivery on all orders and offering floral suggestions flowers for all occasions. (“Just Because” & “Thinking of You” categories overlapped about 90%, so they may have tried to force the “every occasion” angle a bit. Much)
Teleflora shows empathy with the sender, offering help to those who may find it difficult using their own words to elicit the right emotion. (I decided to rely on my own masterful prose, leaving my spouse with, “Just because I’m thinking of you.”)
The post-order process was full of assurance that my service experience would be executed as I had requested it. A confirmation page & email reiterated the order and set specific expectations about the service to be performed. When the flowers were delivered, I received delivery confirmation from Teleflora even before my wife called to thank me.
At the end of the experience, Teleflora reinforced the commitment to reliability by soliciting my feedback for a product review.
I’ll be interested to see what Super Bowl ad for “The Collection” by Faith Hill brings, but for the 2009 and 2010 versions, the Teleflora interactive marketing and service experience vastly performed the promises made by Super Bowl advertising.
Learning by analogy
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