May 25, 2000
Article
|
SUMMARY:
No summary available
|
|
eMarketingToHer.com
Practical News & Tips for
Marketing to Women on the Internet
May 26, 2000 - Vol. I, Issue 4
Please forward to your friends & colleagues in the biz.
We depend on your kudos & good judgment to grow!
1. NEWS: Drugstore.com, Lucy.com, Sanex WTA Tour,
Topica’s TipWorld
2. CASE STUDY: Drive Traffic By Sponsoring
Live Events: DressUup.com
3. PRACTICAL KNOW-HOW: Yes, Millions of Women
Are Online - 3 Ways To Find Them
4. JOBS: Women.com Networks, Spiegel.com
5. EVENTS: Beauty Online in New York
**Note: Are you reading a pass-along copy? Get your own
subscription today by going to our Web site:
http://www.eMarketingToHer.com
---------
NEWS
---------
!!!!!!!!!!!!DO YOUR CUSTOMERS FEEL NEGLECTED?!!!!!!!!!!!
Then your company could be LOSING SALES. Download the
LivePerson/Harris Interactive 4Q Customer Satisfaction
Report. Learn more about customer concerns, the
importance of online customer service, and the impact of
real-time interaction with your customers. Visit:
http://www.liveperson.com/corporate_site/html/harris/popup1_form.asp
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
-> Please Answer Our Quick Anonymous Survey:
eMarketingToHer.com readers, please take 5 minutes
right now to answer our quick anonymous survey on how
you are marketing to women. The results promise to
be fascinating, and we'll share them with you in our
next issue. Thank You!
To take our 100% ANONYMOUS Online Survey:
http://websurveyor.net/wsb.dll/2749/eM2Hsurvey0602.htm
-> Drugstore.com is Everywhere, Even in the Tub
If you think you’re seeing Drugstore.com everywhere,
you’re right. The company has blanketed women’s sites
across the Web -- including ChickClick.com, Women.com,
Womenfirst.com, and MakeupDiva.com -- hoping to capture
loyal customers from its core audience of women 25-54.
Other marketing efforts include a 24-page supplement in
a recent issue of Glamour magazine and the "life in the
tub" campaign, featuring a busy career woman who is
leading her life from - you guessed it - her bathtub (we
should be so lucky). The campaign was created by Fallon
McElligott Minneapolis and is budgeted at $30 million.
Drugstore.com’s media buy includes a combination of
television spots, cable and radio in select top markets.
http://www.drugstore.com/cat/10768/tmpl/default.asp?catid=13414
-> Yea/Nay: Lucy.com & Sanex WTA Tour Team Up
Tired of skin-tight lycra and thongs? So are we. That’s
why we were happy to learn that lucy.com, "the online
store for righteous workout wear.", is sponsoring The
Sanex WTA (Women’s Tennis Assn.) Tour. Although Deborah
Pleva, PR manager at lucy.com, wouldn't disclose exact
figures, she said that the sponsorship deal included an
exchange of cash and stock. Under the agreement,
lucy.com will be Sanex WTA Tour's presenting sponsor in
North America through December 31, 2001. The sponsorship
will include net post and sideline signage at all 15
Sanex WTA Tour North American events, on-site
promotional activities and player appearances. lucy.com
plans to spotlight the Tour's players in a "style meets
sport" promo event later this year.
Lucy.com doesn't sell banner-ad space (and has no plans
to do so) but the site does offer a great affiliate
program (link below). To find out more about the Sanex
WTA Tour and sponsorship opportunities, please contact
its Director of Marketing at 203.978.1740.
http://www.lucy.com/Templates/Static/LC_Affiliate.tem
http://www.sanexwta.com
-> Media Buy of the Week: Topica’s TipWorld
Here’s a tip: When you want to target women with
specific interests, consider Topica’s TipWorld. The site
delivers over 250 million targeted email impressions per
month in a wide range of specific interest categories
including Women’s Health and Women’s Fashion and they
claim to have a site-wide audience of 43% women and 94%
online purchasers. Topica's Advertising Network
includes email text ads, HTML/newsletter banners and
sponsor squares, opt-in lists and Web site advertising.
Ad costs for opt-in email tips with select categories is
$35/M (text) and $70/M (HTML). sales@get.topica.com or
phone: 1.877.474.TOPICA or 415.344.0800.
http://www.topica.com/advertise/index.html
---------
CASE STUDY: DressUup.com
---------
!!!!!!!!!!!!Get a FREE Sample from Web Cards!!!!!!!!!!!
Web Cards are printed postcards with an image of your
Web site. Use them to announce your site, as handouts at
trade shows or to promote your business. Click the link
below for your FREE sample!
http://www.printing.com/affiliate.asp?site=m-sherpa
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
THE SITE: DressUup.com offers traditional Indian formal
wear as well as designer clothes in Western styles. Will
expand into home furnishings and jewelry by August.
BUDGET: Says Gupta, “Our budget is, in a word, tight.”
As a startup, the company is focusing on effective yet
inexpensive marketing strategies, such as sponsorships
and targeted email campaigns.
CAMPAIGN
For $1,000, DressUup.com sponsored the NetSAP
Charity Auction at the Monarch Hotel in Washington to
help launch and promote the site. According to Ajay
Gupta, Head of Imagination at DressUup.com, the event
"went very well" and had about 200 attendees. "We were
the only sponsor to be given table space at the event
and allowed to demo our site. I very strongly believe it
was worth it. Site traffic has increased. It had
increased even through the advertising we and the
organization did leading up to the event," says Gupta.
DEMOGRAPHIC: Indian community, specifically Indian women
because items on the site are "typically purchased by
women" says Gupta. "We are planning to expand to the
general Internet audience after we develop market share
among our target audience," he adds.
NOTES: The company is planning to continue email
marketing and will sponsor a second live event late this
summer when it launches new product lines after July.
There are joint marketing initiatives being discussed
with other India- and Indian-centric Web sites as well.
In addition, the company plans to reach its audience
through very targeted email campaigns and by having a
presence (a booth or a table displaying a banner and Web
site) at popular social functions within the Indian
community. "We feel these methods can be effective. They
are certainly cost effective, which is important as it
has been shown that B2C ventures can no longer dump
millions into advertising for the promise of future
profitability," explains Gupta.
http://www.dressuup.com
---------
PRACTICAL KNOW-HOW: 3 Places to Find Women Online
---------
!!!!!!!!!!!!!!!!!!!!!!!!!SPONSOR!!!!!!!!!!!!!!!!!!!!!!!
Get your news, your way. Download Desktop News' FREE
compact, low-bandwidth ticker application for Windows.
Personalize your Desktop News Ticker by selecting from
hundreds of news channels and Web services. Adjust your
display settings to seamlessly integrate the ticker into
your desktop environment. One click on a scrolling
headline launches the full story in your default Web
browser. FREE download at http://www.desktopnews.com
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
-> Pew Study Reveals Three Types of Sites That
Women Frequent More Than Men
Pew Internet & American Life have released a study
showing that more than nine million women have gone
online for the first time in the last six months. That’s
great news for Internet marketers who want to reach the
"other" sex. But just how can you put all those stats to
work for you? Read on:
* Women Play Games (Online, That Is)
If you thought Doom and Quake were just for boys, think
again. One surprise was that women are actually more
likely than men to play games online. 37% of online
women say they have played a game, compared to 32% of
online men. The study reports that “On a typical day”,
6% of online women play a game on the Web. If you want
to target women via online games, we suggest you look at
multi-player games with interaction and chat before
buying banners on the pro-wrestling site.
One gaming portal to consider is MSN’s Gaming Zone.
According to Media Metrix, The Zone boasts more than 2.3
million unique users and banners cost $47/M. For more
information visit MSN’s Media Center:
http://mediacenter.msn.com/MSNSALES/MSNSites/MSNSites.asp?SideNav={A679845A-
C8DD-4943-9BFA-F1766914E43B}
* Women Dig Email
If you’ve been wondering where to put the bulk of your
marketing dollars, this study confirms that you should
focus on email marketing. According to the study’s
findings, women become attached to email early in their
online life. 65% of women who started using the Internet
in the past year say they would miss email (good thing
it’s here to stay), compared to 55% of male new users.
Web sites that want to appeal to women should focus on
community-building and facilitating easy email exchange
among site visitors and with Web site staff.
* Career Sites Attract Women
When it comes to job-hunting, 56% of online women ages
18-29 have sought job info, versus 46% of men. Marketers
looking to reach women might consider banner ads and
sponsorship opportunities with career sites including
Monster.com, CareerPath.com, and HotJobs.com.
Headhunter.net offers a consumer newsletter that is
distributed to over 500,000 readers each month. Contact
peter.jansons@headhunter.net. For info about banner ads,
contact Doubleclick, tfochetta@doubleclick.net.
To read the full Pew report:
http://www.pewinternet.org/reports/toc.asp?Report=11
----------
JOBS:
----------
-> Women.com Networks: Senior Advertising Manager,
Online Marketing
San Mateo, CA. - Responsible for assisting Director,
Online Marketing with development and execution of
Online Advertising and Marketing efforts for Women.com
Networks. Responsibilities: Management of the online
advertising agency and on-network banner advertising;
Develop efficient traffic-driving strategies with Links
Marketing Manager and Distribution Manager; Act, when
necessary as Project Manager to drive ad hoc Network-
wide traffic-driving efforts; Work with Creative
Services group to develop effective house ad banners and
buttons; Managing sales/sales support/creative services
banner advertising obligations; Tactical excess banner
inventory management; Online media evaluation and post-
buy analysis; Evaluation and recommendation of long-term
and online sponsorship opportunities; Work with Tech as
needed to define ad banner tracking needs; Negotiation
and management of barter agreements; Invoice processing
and budget reconciliation; Stay abreast of Web
developments and ways to reach target audience and drive
traffic online.
Requirements: 6-8 experience in either traditional or
Online Advertising, with a firm understanding of
Marketing principles; Media strategy, planning, and
buying experience is a plus; Excellent analytical and
communication skills; Ability to work with internal
customers and manage external vendors and partners
efficiently and effectively; Ability to work in a fluid,
dynamic environment with rapidly changing priorities;
Knowledge of the web; Knowledge of MS Excel, WORD,
PowerPoint. College Degree.
http://www.women.com/jobs/listings/senior_ad_manager_online_mktg.html
-> Spiegel.com: Market Planning Manager
Responsible for activities and guidance related to mail
order and retail market. Will perform competitive and
trend analysis. Will become expert in understanding the
working woman’s demographics, attitude, lifestyle and
buying behavior. Develop tools for analyzing, planning
and controlling Spiegel catalogs and assortments. Serve
as a strategic and operative advisor to merchandising
and advertising departments, learning from successful
companies and developing and executing concepts and
business opportunities. The successful candidate will be
familiar with the functions of merchandising,
advertising and marketing. Excellent communication,
organizational and interpersonal skills as well as a
strong creative aptitude is necessary. This position
requires a bachelors degree with a minimum of 3-4 years
experience in related field (MBA a plus). Understanding
Spiegel’s Corporate goals, financial objectives and
operating procedures will prove beneficial.
http://www.spiegel.com/customer/joblist.asp#MKT-KB001
----------
EVENTS
----------
Beauty Online
E-Commerce and Marketing Strategies
for the Beauty Industry
July 18 - 19, 2000 - New York, NY
Featuring presentations from these leading marketers:
Estee Lauder Companies, Revlon, NPD BeautyTrends, Avon.com
Women.com, Cosmeticsplus.com, Sephora.com, Eve.com,
Beautyjungle.com, Beauty.com, Gloss.com, more.
http://208.178.40.41/templates/9580057359280395507800013/agenda.html?topic=5
3&event=509&
----------
eMarketingToHer.com INFO
----------
Subscription and Advertising Contact:
Aimee Kessler Evans
aimee@MarketingSherpa.com
973.992.5330
Editorial Contact:
Sacha Cohen
editor@eMarketingToHer
Content Director
Felix Gorrio
felix@MarketingSherpa.com
202.256.1472
Publisher:
Anne Holland
anneh@MarketingSherpa.com
202.232.6830
To subscribe or unsubscribe:
Use the super-easy form at our Web site
http://www.eMarketingToHer.com
To change your email address:
Please unsubscribe your old address and subscribe at
your new one. Easiest way -- go to our Web site at
http://www.eMarketingToHer.com
eMarketingToHer.com is a MarketingSherpa.com service.
© Copyright 2000, MarketingSherpa, Inc.
