Bridal publication The Knot renewed its bridal program with floral delivery service Teleflora after a successful campaign debut in 2011.
The initial “Bridal Program Florists” housed 1,200 vendors, and the expanded campaign “includes both local and national exposure for Teleflora’s Bridal Program Florists on TheKnot.com, national magazine and by way of custom publishing collaterals for flower shops,” says Denise Favorule, EVP for national enterprise for Knot publisher XO Group Inc.
The Knot Marketing Group increases its custom published 16-page booklet for the participating Teleflora florist to use for their bridal flower consultations to 20 pages. These booklets, which include checklists and a flower guide, are showcased on custom stands in participating flower shops.
Favorule further explains the digital and in-book synergies with Teleflora, “Online, Teleflora bridal florists receive exposure on TheKnot.com with individual local profiles on TheKnot.com Wedding Flower pages with an exclusive Teleflora icon of recognition. In addition, a national banner campaign will run throughout the year. In the magazine, Teleflora runs national advertisements inviting brides to learn more about their bridal flower options from their local florists.”
The Knot will also host a “Best of the Bunch” contest, in which Teleflora Bridal Program florists will compete for the best bridal bouquet, as voted on by readers. After a top florist is selected by readers from a dozen Knot-curated designers, the winner will receive a $1,000 Teleflora theMARKET gift card, free Bridal Program membership for one year and recognition in The Knot and on TheKnot.com.
The XO Group reported a strong close to 2011. According to a company financial report, 2011 fourth quarter revenue was up 12 percent from the last quarter in 2010 to $31 million. While national online revenue fell 1.2 percent in the last three months of 2011 from the same period in 2010, national online revenue for the entire year of 2011 was up 8.3 percent to $26.6 million from 2010.
Net income for the XO Group increased almost $3 milion YOY to $6.04 million in 2011.