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1-800-Flowers launches multichannel effort targeting Mother's Day shoppers

The world's largest florist and gift shop,, is leading the charge this Mother's Day to ensure that no mom gets left behind.

The online florist has created the Spot A Mom movement, a multi-channel national marketing campaign, and the Spotlight A Mom sweepstakes, to celebrate all moms on their special day. And, mobile is part of the mix.

"The strategy here is to reach consumers who are busy and on the go who otherwise may have not had the time to go online and make a flower purchase this Mother's Day," said Kevin Ranford, director of Web marketing at, New York.

"Before mobile was more of an added service for our existing users," he said. "With this promotion, we are actually using it to reach a base of consumers that we may have otherwise not had access to."

1-800-Flowers asks consumers to text the word SPOTAMOM to short code 356937 (Flower) to get 20 percent off of their Mother's Day flowers.

Consumers who double opt-in are added to a database of names that will be marketed to in the future.

To join the Spot A Mom movement, consumers can visit the newly created Web site,, for a handy and interactive guide on how to best identify all of the different moms in their lives.

Visitors can easily match their moms up with one of the eight motherly archetypes featured on the site.

Eliminating the guesswork involved with finding the perfect Mother's Day gift, the site offers gift suggestions and numerous fresh floral bouquets that are expertly designed to reflect each mother's unique personality and flower style.

As a one-stop resource for all Mother's Day shoppers, offers expert tips, budget-saving decorating ideas and floral care suggestions from floral lifestyle expert, Julie Mulligan.

In addition, customers can link to the Spotlight A Mom sweepstakes where they are invited to nominate extraordinary moms to be featured on and enter to win fabulous prizes from Beaches Resort,, Cheryl & Co. and the Popcorn Factory.

Beginning April 6, a variety of outstanding mothers will star as the spotlighted mom of the day on www.spotlightamom com.

From May 4 through May 10, consumers will vote for their overall favorite spotlighted mom who will win the grand prize package, including the ultimate Beaches vacation, four Cheryl & Co. Vera Bradley Cosmetic Bag & tote sets and one year of beautiful fresh flowers from

To help spread the news of the Spot A Mom movement, is tapping into the online community, cultivating relationships and partnering with influential mommy bloggers via social networking and the creation of a Facebook and Twitter pages.

Each week, will "spot" a mommy blogger who best represents one of the eight Mom types.

These bloggers will receive an "I've been Spotted" badge along with a special promotion code for use when visiting

"With the current economic situation, we know people are not spending as much," Mr. Ranford said. "We figured coupons will be a good incentive to get consumers to buy their moms flowers this Mother's Day."