"FTD Valentine’s Day media campaign fell short"

FTD expects consolidated revenues for the first quarter of 2018 to be about $20 million below internal expectations — a shortcoming the company blames on “unfavorable performance from ProFlowers and Gourmet Foods due largely to media campaign investments that generated lower than expected sales.”

The campaign, which included national TV spots and digital placements on social media, YouTube and other platforms, encouraged consumers to “think inside the box” with the company’s “Perfectly Paired” collection — ProFlowers blooms and Shari’s Berries chocolate-dipped strawberries.

A company representative noted the shortfall was “offset in part by favorable sales performance in FTD.com, the Interflora and FTD Florist segments, and Personal Creations” and that “the vast majority of FTD.com orders are florist-filled with high average order values.”

“For the Valentine’s Day holiday this year we took a different approach to media-based marketing in certain brands, and the results were substantially short of our expectations,” said John Walden, president and CEO of FTD. “We will incorporate our many learnings from Valentine’s Day to inform our plans throughout this year and in the future.”

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