DIARY: Dot-Mom comes to visit for holiday

Pop quiz: what rhymes with dot-com? You guessed it: mom.

Pop quiz: what rhymes with dot-com? You guessed it: mom.

Pop quiz: what rhymes with dot-com? You guessed it: mom.



Facing a Mother’s Day without a distinctive marketing gimmick,

1-800-Flowers.com turned to the most relied-upon poetic device in the

English language - rhyme - to stir up some attention. In honor of the

holiday (and, we presume, the mommies who helped mold them into the

flower-deliverin’, business-thinkin’ professionals they are today), the

company temporarily renamed itself 1-800-Flowers.Mom.



Proving there’s no such thing as a selfless gesture in PR, CEO Jim

McCann admits the stunt will ’reinforce our position as the leader in

Mother’s Day gift-giving.’



The ’new’ name, displayed prominently atop the company’s Long Island

offices, generated its share of attention in the weeks leading up to

Mother’s Day. It also provided a helpful reminder to the selfish among

us, who assumed that yesterday was to be spent enjoying a vintage New

York Knicks thrashing of the Miami Heat.



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