Case Study on Reaching Moms Online; Hawaiian Punch SNAFU

*** MarketingSherpa.com’s eMarketingtoHer.com ***
Practical News & Tips for Marketing to Online Women
July 20, 2000 - Vol. I, Issue 10

1. NEWS: DoughNET.com, Hawaiian Punch, Women.com, Keen.com,
Cosmetics Plus, More.com, Hiwire

2. HEADLINES: More exclusives from MarketingSherpa.com

3. CASE STUDY: How ShopTalk.com Won the Hearts of 400,000 Ultra-Busy Moms

4. SPECIAL REPORT: Creating a Successful Sweepstakes for
Online Women Part II

5. JOBS: Rexall Sundown, Cooking.com, Yahoo! Shopping

6. EVENTS: WITI's 2000 East Coast Technology Summit

YES, YOU CAN FORWARD THIS TO YOUR FRIENDS! (But please tell them to get their own free subscriptions at:
http://www.emarketingtoher.com)

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NEWS
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* DoughNET.com Partners with Hawaiian Punch to Target Teen’s
Mothers

DoughNET.com and Hawaiian Punch are launching a back-to-
school campaign aimed at online teens and their mothers.
Starting August 1, supermarket shoppers will see "pole
signs, shelf ads, and specially marked packages of Hawaiian
Punch" encouraging moms to stock up and log on. Under each
beverage label, moms will find a "DoughCode" worth at least
$20 in online credit, good at more than 75 DoughNET.com
retailers. Parents must approve online registrations before
a teen can use DoughNET.com, which is why the company's
marketing programs distinguish between regular visitors
(teens) and "people who actually sign up for the accounts"
(moms).

"Mothers are the primary purchasers of 12-packs of Hawaiian
Punch and they are the ultimate decision-makers for opening
accounts at our site," Cofounder and CEO Ginger Thomson told
eMarketingToHer.com. Studies say 75% of household financing
runs through the mother's hands and teens will no doubt ask
"the ATM of Mom" for money to further fund a DoughNET.com
account. The site is interested in partnering with other
companies who have "a similar relationship with a Mom and a
teen, other than online."
http://www.doughnet.com

* Women.com and Keen.com Co-Brand For-Fee Content Channels

Exclusive links to Keen.com will appear on five select
channels of Women.com, thanks to a one-year partnership
offering a telephone-based real time information service to
Women.com visitors. Starting this month, "KeenSpeakers" will
answer questions on such varied topics as taxes, computers
and infertility. Anna Zornosa, Women.com's senior VP for
marketing & strategic partnerships, sees this as an
opportunity to broaden Women.com's reach and content by
adding access to live experts via "the most convenient
outlets." Keen.com will provide answers for a per-minute
fee, building its awareness among the "six million visitors
to (Women.com) monthly."
http://www.women.com
http://www.keen.com

* Offline Retailer Cosmetics Plus Partners with more.com to
Launch cosmeticsplus.com

New York emporium Cosmetics Plus plans to combine its 27-
year leadership in the beauty industry with more.com's "e-
tailing prowess" to jointly develop a new site,
cosmeticsplus.com. Cosmeticsplus.com will brand
independently and also be featured as "more.com's online
beauty store." Toby Bartosh, Co-founder and President of The
Cosmetics Plus Group, Ltd., believes the exclusive alliance
will "reinvent e-tailing in the beauty marketplace" with its
clicks-and-bricks approach. Cosmetics Plus is betting the
arrangement will build awareness and grow its customer base. The site will be marketed through Cosmetics Plus' retail
network though in-store advertising. more.com hopes to gain
ground in the online beauty niche by selling "higher-margin,
higher-profit products."
http://www.cosmeticsplus.com
http://www.more.com

* Campaign Review: Hawaiian Punch Misses e-Branding
Opportunity

Hawaiian Punch is recognized by 94 percent of the American
households but on the Web -- forget about it.

While researching the story on DoughNET.com, we decided to
visit Hawaiian Punch online to see who else might be
partnering with them. We bet that surfing moms will enter
the obvious URL (HawaiianPunch.com) just like we did. "This
Domain name is registered to a Domain-It! client," the page
claimed. The brand name Hawaiian Punch was trademarked in
1929, but Michigan-based WWWSolutions grabbed
hawaiianpunch.com in 1998. Meanwhile, some lady in New
Jersey registered hawaiianpunch.net just this year. Hel-lo-
o. Who's minding the store? Somehow, the company did manage
to register DrPepper.com and several variations thereof.
Even agency Young & Rubicam was on the ball with its on-hold
registration of makesevenupyours.com. But not to own (much
less use) HawaiianPunch.com? Somebody in offline corporate
branding-land better wake up soon.

* Media Buy Of The Week: Placing Targeted Ads Into Live
Internet Radio Streams

Advertisers who use terrestrial radio broadcasts to reach a
female buying audience can now take their message to the
Internet with a new technology that can target any
demographic in a live Internet audio stream. Using
technology by LA-based Hiwire, Inc., Internet radio stations
can target different audience demographics, such as gender,
in the same 15, 30 or 60-second radio spot. Hiwire can
deliver targeted video ads as well. For information, contact
Ric Flores at 213-489-3900.

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EXCLUSIVE HEADLINES: More from MarketingSherpa.com
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CASE STUDY: ShopTalk.com
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* How ShopTalk.com Signed Up 400,000 Ultra-Busy Moms in Just
Five Months

CHALLENGE
ShopTalk.com is a service for female consumers
“who want to save money, but don't have the time to research
products, offers, samples and discounts themselves." Users
can enter their personalized mailbox via phone or Web to
receive offers targeted to their profile. "Convenience is a
relative concept," says CEO Eric Linn. "When you're at work
it's very easy to use the Web. As soon as you jump in the
car or you're busy with kids in your arms, convenience
changes -- the Web becomes very hard to use." Shoptalk’s
challenge was to sign up large numbers of these ultra-busy
moms.

PARTNERSHIPS: ShotTalk’s commerce partners, or "marketing
partners," as Linn calls them, including Blockbuster,
JiffyLube, FTD.com, ROXY.com and Pizza Hut help promote
awareness about the network to their customers. "They look
at it as customer retention.”

DIRECT MAIL: ShopTalk’s direct mail campaigns draw an
average response rate of 3-4% new program users with a
simple message that cuts straight through to their
prospect’s heart -- "We're helping busy Moms save time and
money."

RESULTS
So far Shoptalk has signed up more than 400,000
individual users and continues to grow substantially every
month. Over 90% of users are female, average aged 39, with
children under 15. Aside from direct mail and partnership
marketing success, ShopTalk has found that a significant
number of users arrive by word-of-mouth. Mainly, users "find
value and tell other people." Seeding a program with 5,000
users in a pilot in the Chicago area, ShopTalk grew by
20,000 users.

NOTES: "It's important to have multiple access points
besides the Web. Make what you're doing is accessible
through other channels that allow people to get to you when
they want. People aren't always online. We also find that
women are looking for convenience and control. They are
tired of messages being blasted at them when it's not
convenient," says Linn. "We're learned that the women in our
program want control of marketing. They know what they want
and they want to be able to go get it when they want it."

http://www.shoptalk.com

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SPECIAL REPORT: Online Sweepstakes
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* How to Create Successful Online Sweepstakes to Market to
Women: Part II

What makes a good sweepstakes when marketing to women?
eMarketingToHer.com visited several different sweepstakes
sites targeting women to determine what works and what
doesn't. Here are the most common traits of successfully
developed and executed sweepstakes programs.

1. GOAL SETTING:
Obviously, you're not running a sweepstakes for altruistic
reasons. There's got to be a purpose here. First, determine
that purpose and/or desired end results of your sweepstakes.
Will a sweepstakes
(a.) increase sales,
(b.) acquire new customers,
(c.) introduce a product or service,
(d.) build site traffic or online awareness or
(e.) reward loyal visitors?
The majority of e-commerce sites running sweepstakes have
determined that they are the "preferred method for customer
acquisition," according to DoubleClick, Inc.

Second, remember that your purpose will drive your creation
of sweepstakes rules, too. If you are interested in repeat
visitors, you probably won't put a cap on the number of
entries by the same woman. If you are trying to gather
market research on female buying habits, multiple entries
could skew your results.

2. FUN TARGETED PRIZES:
Forget tee shirts, coffee mugs, key chains and mousepads and
other over-used tchotchkes!

Tailor prizes to your unique female audience. Domestic
goddesses still favor household goodies, like appliances,
furniture or free groceries for a year. Professional working
women may prefer productivity tools, like palm computers.
Many married women like prizes that can be shared with
family members (vacations, TVs, and automobiles) or can be
used for both personal and professional purposes (digital
cameras). Single women may go for event tickets or cutting-
edge gadgets like MP3 players. Teen girls may like cool
software or autographed photos of their favorite boy band.

You don't have to offer expensive prizes, but do remember
that good research into lifestyle habits will go far in
offering the right prize to the right visitors.

3. SIMPLICITY:
Women used to enjoy with separating and licking multiple
stickers and stamps in order to enter publisher's
sweepstakes. However, today's woman has far less time and
patience. Some sweepstakes make entrants click through too
many times, frustrating female users before they finish the
registration process.

Online entry forms can be very helpful in gathering
demographic information, which is important, but there's got
to be a good reason for women to answer all these questions.
(For example, you don’t need city and state if you already
have a zip code.) Remember that too many will cause her to
browse elsewhere before she completes that entry.

The sweepstakes has to be simple -- simple to understand and
simple to enter. Entry-by-email, automated entry into
subsequent sweepstakes, and pop-up entry form windows are
becoming more popular.

4. TESTING:
Before you announce your sweepstakes program, test it in
select online niches geared toward women. Many of the
smaller female-oriented sites would be a good choice for
you. This will allow you to gather the market research you
need to work out the kinks before rolling your program out
to more women online on a grander and more expensive scale.

5. INTEGRATED PROMOTION:
Integrate offline and online marketing for the most
visibility. Just because you're running your sweepstakes
online doesn't mean you have to limit promotion to the Web.
More than once, we've heard about a sweepstakes on
television and followed it to the Web. For example, the
iVillage sweeps promotion on TV show “Providence.”

6. RETENTION:
Keep her coming back. Offer good content, community,
coupons, samples and other incentives to maintain her
interest. And do this without further obligation on her
part.

At the very least, send each visitor a short thank you, just
to let her know that you value her time in stopping by and
entering your sweepstakes.

Note: If you’ve created and/or marketed an online
sweepstakes to women tell us about it at
editor@eMarketingToHer.com.

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JOBS
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* Rexall Sundown Seeks Women's Program Marketing Manager
Responsibilities include increasing brand awareness among
women's sports, fitness, entertainment, and special event
opportunities. Increase direct-sale revenue of girl’s high
schools and women’s college and pro teams through the Mentor
and Team programs. Responsible for recruiting and managing
key women's endorsers and to conduct local, regional and
national promotions and advertising geared toward this
target category. Job Reference Code: X33251. Fax resume to
561-999-1535 or email in ASCII or plain text to
careers@rexallsundown.com (no email attachments).

* Managing Editor of Content Sought for Cooking.com
Oversee planning by content team including generating,
selecting and assigning story ideas; identifying and
selecting contributors; scheduling, proposing layout, etc.
Manage mix, and collaborate with production on
functionality. Manage story development and editing process.
Oversee development of recipe and menu databases. Support
efforts to develop content for use in video and other media.
Coordinate with production and merchandising on long-range
themes and tactical opportunities.
Email jobs@cooking.com with "C001: Managing_Editor" in
subject line.

* Yahoo! Shopping Wants Brand Marketing Manager
Responsible for marketing Yahoo! services to key target
audiences and helping to make Yahoo! a household name. Work
closely with ad agency, other brand marketers and Yahoos
from production, business development, research, creative
services, PR, promotions and community relations. Strategy
and planning are key, so bring creative ideas (the things
you were never allowed to do on traditional brands) and the
analytical skills necessary to evaluate your effectiveness.
E-mail resume to jobs-brand@yahoo-inc.com and note job code
WEBBRAND.

* PR/Marketing Specialist Seeks Job in San Diego
Public Relations and marketing specialist seeks new
challenge. Looking for new position in PR, marketing,
media relations or promotions. Desired location:
downtown San Diego, Uptown area, Mission Valley, or
nearby. Experienced professional. College graduate
(1994.) Email me for my resume and excellent references.
lormj@yahoo.com

* Sr. Marketing/Promotions Position Wanted
I am an MBA with 8+ years of marketing experience focused
within the entertainment industry on both client (Sony
Online Entertainment, SonicNet) and agency (Rare Medium)
sides. I have experience marketing offline entertainment
properties and their online counterparts with contests
and promotions for The Simpsons/Butterfinger, JEOPARDY!
Online, and Wheel of Fortune. Please email me at
andreag@rocketmail.com for a copy of my resume.

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EVENTS
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* 2000 East Coast Technology Summit
Sponsored By Women In Technology International (WITI)
Oct 10-11, 2000
Boston, MA, USA
http://www.witi.org/center/
info@witi.org
Tel: (818) 990-6705
Fax: (818) 906-3299

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