June 29, 2000
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*** eMarketingtoHer.com ***
Practical News & Tips for Marketing to Online Women
A Free MarketingSherpa.com Service
June 29, 2000 - Vol. I, Issue 8
YES, YOU CAN FORWARD THIS TO YOUR FRIENDS! (But please
tell them to get their own free subscriptions at:
http://www.emarketingtoher.com)
1. News: beautyQ.com, AutoByTel, PayTrust.com,
SiliconSalley, R.I.P. for Women's Sites?
2. Case Study: NursingHands.com
3. Jobs: Ketchum PR, Women's Health Marketing
4. Events: An Excuse to Visit London
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NEWS:
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* Note from the Editor
Yes, it's a short issue this week. No, we haven't lost
our interest in online marketing. Based on all the
vacation autoreplies, we discovered that many newsletter
subscribers have decided to take an early holiday. So why
buck the trend? In keeping with the spirit of
Independence Day (USA), eMarketingToHer.com will take a
break next week as well. We'll be back after July Fourth
with more insider info on marketing to women online.
Meanwhile, if you have interesting case studies,
practical tips and hot news to share, please let me know.
Email editor@eMarketingToHer.com with suggested dates and
times to talk to you. I'd love to hear how you're
attracting and serving female Internet users!
-- Kim
* beautyQ.com Aggressively Pursues Strategic Partnerships
What do Pimpleportal.com, Varsity.com, Goosehead.com,
NetgenCard.com, Freevibe.com and YOUtopia.com have in
common? They're all traffic-driving partners with
beautyQ.com, an interactive portal for "young women in
their formative years." In addition, beautyQ.com claims
to be very successful with viral marketing. “We have
spent $0 on advertising," brags Dina Scamardo,
beautyQ.com Co-Founder. We guess long, schmoozy
partnership lunches and affiliate kickbacks are counted
in a separate budget.
http://www.beautyq.com
* PayTrust.com Seeks Experienced Women Only
Lina Page, VP Corporate Communications for online bill-
paying service isn’t ready to market to all women online
yet. “We have a large challenge educating consumers,”
she explained to eMarketingtoHer.com. So Paytrust
specifically targets media buys to places highly
experienced online users are found, including members of
online loyalty programs and people who use personal
financial management tools or trade online. Since women
pay the bills in 75% of US households, PayTrust expects
to target women more and more as they become a higher
percentage of the experienced online demographic.
http://www.paytrust.com
* Autobytel Seeks Partnerships to Sell Cars to Women
Online
Autobytel realizes up to 80% of new car buying decisions
in the US are made by women. So this January a section
of the site dubbed "Autobytel.com For Her" was launched,
featuring stories of "Women Behind the Wheel." The
Company has also formed relationships with WAAI (Women's
Automotive Association International) and MADD (Mothers
Against Drunk Drivers), the latter based on a corporate
sponsorship. “We're thinking in terms of bringing more
women to the site. There's been a lot of exploration into
finding partnerships that will [do this]," says Melanie
Webber, Autobytel.com's Director of PR. If you’re
interested in partnering with them, contact:
melaniew@autobytel.com
http://www.autobytel.com
* R.I.P. -- Rumors of Women’s Sites Going Belly-Up
These days, the media’s having a blast highlighting dot-
com failures. Women's destinations are no exception, for
the same sad reasons -- mirage-like VC funding
expectations, management revolving door, employee
layoffs, lack of Web site functionality or content,
whatever. Mind you, these are unconfirmed rumors, but
some or all of the following sites could become a distant
Web memory soon. (Sob!)
1. FlowersandGifts.com -- Enter this address in your
browser but don't hold your breath. When we last checked,
"the server could be down or is not responding."
2. WorkingMom.com -- The site says it's under
construction. We wonder "How long?" and "Will ever take
off?"
3. Oxygen Media -- Womenshands.com closes down and
Picky.com merges with another site, according to various
sources.
4. Gazelle.com -- Although their site appears to be fully
functional, vendors say the company isn’t long for
this world.
For more rumors on the R.I.P. scene, check out our new ghoulish fave
FuckedCompany.com.
http://www.fuckedcompany.com
* Campaign Review: Avon’s Print Catalog
Earlier this month, Avon finally promised investors it
would expand its online efforts. But Avon.com, which
features weekly specials and secure online shopping,
continues to lose a big opportunity to reach buyers. It
forgot to put its URL on its print catalogs. In fact the
company's most recent print catalog gives absolutely no
visible indication that Avon.com even exists. While they
may want to avoid irritating local sales reps, Avon.com
should know that most e-commerce Web sites assign unique
affiliate or sales rep URLs to track such sales. This
provides yet another avenue for a real world sales force
to close sales. A big "Nay" to Avon for moving too slowly
and not coordinating its offline and online marketing
activities better.
http://www.avon.com
* Media Buy of the Week: SiliconSalley.com
If you want to reach sophisticated, Web-savvy women, your
best bet might be SiliconSalley.com. “The other women’s
sites are aimed at Donna Reed. We create content that’s
compelling to real women!” says President & CEO Emily
Hofstetter. With over 600,000 page views a month and 70%
female traffic, SiliconSalley.com is a best bet for
selling anything tech-related from digital cameras to PCs
to electronic organizers. Choose from several targeted ad
options including The Silicon Salley Show, The Weekly
Newsletter, and VC-TV. Rates for the newsletter start at
6 lines (approximately 60 words) of copy for $60 -- very
reasonable indeed! For additional rate information,
email sales@siliconsalley.com.
http://www.siliconsalley.com/
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CASE STUDY: NursingHands.com
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COMPANY: NursingHands.com offers the fragmented nursing
profession -- 95% of whom are women -- content, commerce,
online education and strong community features. We asked
CEO Isobel Coleman what works in terms of driving traffic
… and what doesn’t.
DIRECT MAIL: The majority of NursingHands.com's new
visitors arrive as a result of a tri-fold glossy direct
mail piece sent to nurses. The direct marketing campaign
used a rented mailing list compiled from several
different sources, some through partnerships. "People are
always predicting the demise of direct mail, but I think
it's the best way to reach people. If you have a targeted
mailing, you'll have success," advises Coleman.
PRINT ADS: The site’s print media placements include a
combination of monthly and semimonthly half-page four-
color ads in professional journals like RN Magazine,
American Nurse, NYSNA (New York State Nursing
Association), and Nursing Management.
"Print advertising takes a long time before it registers
with people," says Coleman. More a branding exercise than
anything, "We don't expect the ads to result in a lot of
traffic on our Web site." And indeed few newbies say they
found the site as a result of a space ad.
BANNER ADS: NursingHands.com has placed ads on sites
nurses frequent, such as Medscape, About.com’s nursing
section, and some smaller sites with nursing traffic.
However, Coleman doesn't believe the Web has enough
concentrated nursing traffic yet to be an effective brand
developer.
VIRAL MARKETING: To facilitate viral marketing,
NursingHands.com provides visitors with an opportunity to
refer friends and colleagues to the site, regardless of
the section of the site being viewed. For example, if the
visitor is reading about pediatric nursing, "from that
group I can send an email invitation to anyone and it
goes out as an email link to the recipient. If you are a
fellow pediatric nurse, you can just click on the link
and you come back into that group," says Coleman.
FUTURE CAMPAIGNS: NursingHands.com will rev up viral
marketing by launching an Ambassador Program in
partnership with Flooz.com later this month. Members, who
succeed in getting 25 or more people to accept their
invitations, will get points toward a charitable donation
on their behalf to the institution of their choice. (No,
dot-com start-ups don’t count as “charitable
institutions”!)
http://www.nursinghands.com
http://www.flooze.com
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JOBS:
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* Ketchum Seeks Vice President/Account Supervisor in
Healthcare/Women's Health Marketing
Candidate must have 7+ years experience with a PR agency
or pharmaceutical company plus an in-depth health
marketing background. Needs strategic knowledge of
women's health marketplace; familiarity with consumer
attitudes, competitive brand positioning, and current
issues. E-mail dc.resume@ketchum.com Fax 202-835-8879
Check out the full job description at
http://www.ketchum.com/flash/employment/careers/dc_ac_healthcare_women.shtml
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EVENTS
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Health and Beauty Online
Developing a successful e-business strategy in the health
and beauty industry
August 22 - 23, 2000
The Kingsway Hall, London
http://www.iqpc.com/
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eMarketingToHer.com INFO
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Editorial Contact:
Kim M. Bayne
editor@eMarketingToHer.com
719.593.8032
fax 303.942.7252
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