Direct2florist is aiming to drive customers to its website this Valentine’s Day through a promotional campaign with Rock FM.
Via a 30 second audio clip that will repeated throughout the days leading up to Valentine’s Day, listeners are being encouraged to spread some love by posting a love note for someone special on the popular radio station’s message board, which will be read out on Valentine’s Day itself. Send Valentine's Day Flowers
Everybody who posts will be entered into a competition to win a bouquet of red roses delivered by a Direct2florist member and an overnight stay for two at the luxurious Bartle Hall Country Hotel and Restaurant in Lancashire.
During the video clip, which can be heard by listening live to the channel at www.rockfm.co.co.uk, direct2florist.co.uk will be mentioned repeatedly with the idea being that the repetition makes the site the first thought when listeners want to send Valentines flowers.
Direct2florist’s Simon Stirling said: “We’re confident that this promotion will drive plenty of business for Direct2florist across the globe. We’ll be using the strapline ‘beautiful flowers hand delivered worldwide, which we think says it all and will drive business over the Valentine’s Day period.”
Quarter of a million people
Listened to by over a quarter of a million people a day, Rock FM’s listeners tend to stay tuned for most of the day (8 hours on average) meaning the repeated D2F promotion will be heard multiple times.
Simon explained: “Research shows that radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. The RAB’s Online Multiplier study found that radio can drive brand browsing (direct to a brand’s website or searching for a specific brand in a search engine) by over 52%.
“Research also shows that radio, together with cinema, has the lowest level of advertising avoidance. People rarely switch stations and are therefore available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know.”
The Direct2florist partnership with Rock FM this Valentine's Day also includes special pages at Rock FM which will further publicise the Direct2florist brand and website.