August 17, 2000
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*** MarketingSherpa’s MarketingToWebMarketers.com ***
Practical Marketing News & Tips for
Suppliers to the Web Marketing and Ad Biz
August 17, 2000 - Vol. I, Issue 12
PLEASE FORWARD (WITHOUT CUTTING) -- THANKS!!!
1. NEWS: NetCreations, L90, Slimy Spammer NIM
2. More Headlines
3. CASE STUDY: How ePod Landed BIG Partnerships
4. EVENT REVIEWS: Exhibitors Happy at Jupiter, eRSVP Rocks
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* NetCreations Signs a Dozen Resellers & Seeks Many More
According to NetCreations Biz Dev guy Michael Szerencsy,
they’ve now signed up about a dozen resellers and are
interested in expanding to a heck of a lot more. “It’s
really part of our growth strategy. We’ll work with
anybody who wants to rent our lists to their clients,
anybody in the direct marketing business.” Resellers get a
20% cut, some handholding and training, and the ability to
tap directly into PostMasterDirect.com’s database for live
counts and reports.
In related news, the company’s internal Web team are
working on a substantial site redesign to launch this Fall.
“It will be a lot more sophisticated and easier to use.”
Regarding FuckedCompany.com’s reports of upheaval at the
Company, we don’t have any news now but will bring you some
after our scheduled interview with NetCreations VP
Marketing Adrienne Press coming very soon.
http://www.netcreations.com
http://www.postmasterdirect.com
http://www.fuckedcompany.com
* Slimy Spammer Rips Off Intellectual Property from
OnlineProfits.com & Revnet
Now you don’t just have to worry about spammers giving the
email ad world a bad name -- you have to worry about them
giving YOU a bad name too! We were deeply surprised to see
glowing quotes from RevNet VP Direct Marketing William
Thames, Online Profits Newsletter and USA Today adorning
the latest emailed promo from spam-enabling-software vendor
NIM Corporation. Revnet (now MessageMedia) hasn’t
responded to our inquiries, but OnlineProfit’s Publisher
Anthony Marsh was definitely not happy, “We haven’t granted
permission.” Luckily for the lawyers, NIM thoughtfully
provided their phone number (888.663.8767) and street
address in the message.
http://www.onlineprofits.com
* CAMPAIGN REVIEW: L90’s $50,000 Sweeps Game for Media
Buyers
L90’s fun promotional ploy for their new adMonitor tech
treats online ad media buyers like consumers. And we think
they’re gonna see some solid qualified traffic. (Yes,
we’ll do a Case Study afterwards and reveal results.) In
the meantime, log on to their special page (link below) to
play a fun game … plus your chance to win $50,000.
http://www.l90admonitor.com
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MORE MARKETINGSHERPA.COM HEADLINES
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* ZonFire Ad Network Says Sites Attracting Small Biz Are
“Hottest Inventory” Now
http://www.marketingtosmallbiz.com/sample.cfm?contentID=699
* Can Reporters Have Too Much Fun? Whack-A-Flack.com
http://www.contentbiz.com/sample.cfm?contentID=692
* GeekTeam.com Doubles Business By Using Web-Based Sales
Lead Qualification Tools
http://www.b2bmarketingbiz.com/sample.cfm?contentID=673
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* How ePod Closed Major Deals with Macromedia and
DoubleClick
CHALLENGE
We don’t have to spell this one out for you … a
zillion Internet marketing-related vendors are all seeking
partnerships with the big boys these days. ePod’s EVP of
Biz Dev & Marketing Michael Zimbalist told us how they
broke through the noise to win.
CAMPAIGN
As Zimbalist explains it, great dot-com
partnerships spring from old-fashioned marketing know-how,
“The key to doing these partnerships is understanding what
you have to offer and how it helps solve problems and
advances the business needs of your partners. For instance
Doubleclick wants to sell ad sponsorships which are
effective and increase the revenues of their network of
sites. I have a feeling that a lot of people approaching
potential partners may not understand those partners
business as well as they should. It’s really the key.”
How did ePod break through the noise? “It wasn’t just us
pounding on their doors. It’s when they start to hear a
buzz about you from newspapers, from the investment
community.” They achieved this in two ways - first of all
they built a product that actually did everything they
claimed it could do. (Sounds obvious but it’s not always
true.)
ePod also got the buzz going by throwing an unusual launch
event. “Rather than just having a party where all the
journalists drink with their pals and ignore you, we did an
educational panelist event with the CEO of BigStar, a Biz
Dev person from DoubleClick, a BN marketing manager and an
analyst from Forrester discussing the broader issues. It
helped educate the press about broader market needs.” This
worked far better than, “approaching press one by one and
trying to hammer home your marketing message.”
NOTES: Zimbalist has three more pieces of advice for people
in the partnership development game (we paraphrased them a
bit):
1. Get people on your team who already have relationships,
industry knowledge and background, so they know the players
and the issues intimately.
2. Deals of this nature take about six months, the absolute
minimum is three-four months. If you can bring in
partnerships in that time frame you’ll be a huge success.
3. The trick is then to make partnerships bear fruit for
you. Too many stop at the press release. Be very careful
to craft deals that take implementation into account. Both
partners must do due diligence internally.
Editor’s note: Yes! Zimbalist is related to one of our
fave actors, Stephanie Zimbalist of Remington Steele fame.
They met on a plane about six months ago and now swap
emails regularly. (OK, so we’re jealous.)
http://www.epod.com
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* Exhibitors Surprised by Positive Reactions at Jupiter’s
Online Ad Forum; Avenue A Wins Top Tchotchke
Reviewed by: (Ms.) Hollis Thomases, President, Web
Ad.vantage, Inc. http://www.webadvantage.net
TONE: I'd say subdued. I think the market fall-out is
still being felt. Two themes that seemed to repeat
themselves is that branding is key and as more and more
time goes by, clutter is going to be an extremely critical
issue for advertisers and marketers to contend with. Also,
most attendees were in agreement that there was really not
a lot of new information being presented -- same ol', same
ol'.
CROWD: Mixed age-wise, though still leaning towards the
typically younger "Internet set." Lots of staff from
traditional agencies who are finally getting it!
CONTENT: One of the buzz words that certainly got over-
killed was "agnostic." It was used in such terms as
"marketing agnostic," "agnostic integrators," and "platform
agnostic."
Keynoter Keith Reinhard, Chairman & CEO of DDB Worldwide
had a good presentation, and I particularly liked his line
about computers being more like women than men (as earlier
analogies had referred): "Even the tiniest mistakes are
stored in long-term memory." He also played the Whazzup
commercial and an online parody he found of it featuring
D.C. Comics Superheroes. It was a real hoot, and the
audience roared.
EXHIBITORS: Feedback from the exhibitors in general was
excellent. They are having a really good show! They’re
surprised by the amount of interest and the right contact
people are here. I think it’s because the traditional
agencies staffers are finally taking the time to get
educated, and they have a lot of marketplace clout.
Juno wins my “loser” award. They had a do-nothing booth
and 3 chicks w/a bad attitude sitting behind a table.
Yuck!
The “most amusing” award, goes to Boston.com, who had some
poor fellow, in 89 degree heat, dressed up as a full-sized
furry red lobster. His mission was to hand out such
likable items as Win-A-Lobster-Dinner scratch-off cards and
nifty hard-covered, half-sized spiral bound notebooks.
TOP 5 BEST TCHOTCHKES:
1. Avenue A’s 2" retractable modem cord holders
2. Engage/AdKnowledge’s tubular, bead & liquid-filled
"water wigglies"
3. Unicast’s mini ball-in-maze pens
4. Brightstreet’s rubber duckies [a winner for two years!]
5. Engage’s mini-travel alarm clock-radios shaped like Sony
Disc Players
WEIRDEST TCHOTCHKE:
NetZero’s dissolving rice paper mint "films"
PARTIES: Wed. luncheon (if that counts as a party) at
Rosedale sucked. It was sponsored by L90 who had some
person on stage doing magic tricks, but he was also doing
his own shtick and it was horrible! He was like some
really loud, bombastic buffoon! The evening's party was a
bit better. At the Supper Club and sponsored by Engage, it
had a decent variety of hors d'oeuvres and buffet foods, a
good, lively crowd, and a pretty good band. I didn't see
anyone getting out of hand.
FASHION: Well, this is NYC -- there was a lot of black.
If this was SF, I think it'd have been a lot funkier.
Eeking through were a bunch of bold pinks (on women, of
course). I was surprised that it wasn't a completely
casual event -- more suits and ties than I expected.
Editorial Note: Yearning for more Jupiter coverage? We
think Masha Geller over at MediaPost did the best job
(aside from us that is), it’s not up on their site yet, but
Jeff over there personally promised us he’d send copies to
anyone who emailed him. Email Jeff@mediapost.com
* excitePR and eRSVP.com Party It Up at Notorious Club New
York
The excitePR/ eRSVP Aug 15 party at Club New York was a
success if ever we’ve seen one! Upwards of 300 attendees
from companies like EntryPoint, Playboy.com, DoubleClick,
Crains NY and About.com jammed into Club New York.
The venue’s notoriety made for great conversation – at
least three different people pointed out to us the exact
spot where Puff Daddy and Jennifer Lopez were standing
during the infamous shooting. The club is spacious, nicely
lit, and almost completely devoid of chairs. Perfect for a
networking event! (Ventilation was also extremely good –
cigarette smoke was barely noticeable.) The floor is multi-
leveled, and sponsors (Vindigo, Fanning.com,
SaveTheDate.net, iClips.com, efrenzy.com, and eShowNY.com)
were situated on a platform on the left side of the bar (in
the Puffy/Jennifer area), visible from just about
everywhere, but not in the middle of everything.
Signage for the host companies was large and clear (for
once!) taking up most of the back wall of the club. A wise
move on the part of the hosts was to keep the music down
for the first half of the event, to optimize networking
conditions. The halfway point of the evening was marked by
cash and attaché giveaways, and after that, the music was
turned up – but not so loud that you couldn’t carry on a
conversation.
ERSVP’s Biz Dev guy and official party planner, Michael
Aufrichtig credits us for helping with the ins and outs of
party planning: "Reading the MarketingSherpa.com
newsletters, we learned a few pointers for do's and don't
for networking parties. We made sure everyone had nametags
and the music was not loud to allow quality networking
between our guests... We also made sure we had a lot of
tchotchkes to hand out!" (We’re blushing.)
We had such a great time that night, in fact, that our
complaints seem almost petty. But of course we have a few
– it’s us, after all. First of all, drinks were EXPENSIVE.
Our vodka gimlet cost us a whopping $8! Free drink cards
did abound, though – we just weren’t fortunate enough to
get one before our first trip to the bar. The only real
faux pas was the complete absence of food. Even Michael
Tchong has recently lambasted parties for this oversight –
can’t have revelers drinking on an empty stomach. And our
own publisher quotes a friend whose credo is that “Food is
What Makes an After-Work Party Sticky.” Well, no matter –
everyone seemed to stick til this event was over.
A brief note on tchotchkes: Few and far between at this
event, which is fine because no one really had anything to
carry them in. But the two stars of the evening were
definitely eRSVP.com’s liberal supply of The Brick (The
Official E-commerce Sourcebook) and Vindigo’s free
downloads for Palm devotees.
http://www.ersvp.com
http://www.excitepr.com
Editor's Note: Want us to review your event or party?
Email editor@marketingtowebmarketers.com today!
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