The Motley Fool, e.Elle, Oxygen.com, Faith Popcorn Part II

eMarketingToWomen.com
Practical News & Tips for
Marketing to Women on the Internet
May 11, 2000 - Vol. I, Issue 2

IN THIS ISSUE: The Motley Fool, e.Elle, Oxygen.com,
Faith Popcorn Part II

Please forward to friends/colleagues in the biz. We depend
on your kudos (& good judgment) to grow our circulation!

1. NEWS & GOSSIP: Motley Fool’s Women & Finance; Elle gets
serious about Dot-Com ads; Stressless.com targets women;
Mirabella, R.I.P

2. CASE STUDY: Oxygen’s Tank Tour

3. PRACTICAL KNOW-HOW: Juicy tidbits from Faith Popcorn’s
latest book, and some good URLs

4. EVENTS: “Women on the Web” in Atlanta, GA

5. JOBS: iVillage Marketing

** Note: Are you reading a pass-along copy? Get your own
subscription today by going to our Web site today:
http://www.emarketingtowomen.com

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*Smart Women, “Foolish” Investing

Pretty sharp for a bunch of fools. The powers that be at
the Motley Fool (http://www.fool.com/) are betting that
women investors are a hot advertising audience. Aside from
a popular online discussion board on “Women & Investing”,
the company also offers an opt-in email. A recent issue
featured the latest on Starbuck’s stock, gift stocks for
graduates, and info about “earnings season.” That same
issue was sponsored by Drugstore.com. Guess that means if
your portfolio takes a dive, you can at least buy an extra-
large bottle of Advil.

*Elle Gets E-commerce

Move over Prada and Pucci, it’s time for Nordstromshoes.com
and Indulge.com. Elle magazine has finally figured out that
the Web is where it’s at. The magazine has published
“e.Elle,” a 76-page print supplement that features “the
best of everything online” from online jewelry sites to
health sites to great online bargains. Most of the ads in
the publication are for online shopping destinations –-
both brick-and-mortar retailers and pure-play Internet
companies -- such as Clinique.com, Inshop.com, eStyle.com
(an online maternity, baby and kid store). Editor-in-chief
Elaina Richardson says she feels that she is at “the door
of the next on-line frontier: e-commerce.” What took her so
long?

*Is Stress a Chick Thing?

Someone over at Stressless.com must think that women are
more prone to stress than men. In a postcard mailer, there
are four photos of models showing off the company’s stress-
free products such as a Flexball and aromatherapy mask.
Guess what? All the models are ladies. Apparently, the
marketing team forgot that guys get tense too. Just ask my
boyfriend. http://www.stressless.com

*Ciao, Mirabella

Poor, beleaguered Mirabella will cease publication after
its June/July issue. According to the Washington Post, the
magazine was “aimed at women alienated by the glitz of
rivals such as Vogue and Harper's Bazaar.” Ad revenue fell
44 percent in the first quarter, according to Publishers
Information Bureau. We checked out the Web site, which
still has a “coming soon” notice. Something tells us it’s
coming never. http://www.mirabella.com


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CASE STUDY: Oxygen’s Tank Tour
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*Oxygen’s Tank Tour Soars Across America

The Oxygen Tank tour melds a little good old-fashioned face
time with hefty corporate sponsorships from the likes of
Starbucks, Oldsmobile, and Hewlett-Packard. Recently, the
Airstream “tank” made its way to Louisville, KY, just in
time to benefit from the buzz of the Kentucky Derby. Other
stops have included Princeton, NJ; the Atlanta marathon;
and the Neiman Marcus Adolpus Children's Parade in Dallas.

Maybe we’re a bit dense, but if you can figure out the
promotion’s true raison d’etre from a quick glance at the
Web site, more power to you. To get the real scoop,
however, check out the company’s press release archive. In
it, you’ll discover that the cross-country bus tour was
designed to “encourage women to participate in co-creating
Oxygen's television and online programming.” During the
tour, women are also invited to participate in the
Oxygen/Markle Pulse research initiative and in Oxygen's
advocacy and community-building efforts.

Offer: Hang with the Oxygen crew and get free Starbuck’s
coffee, a free massage, and plenty of Oxygen paraphernalia.

The Campaign:
* A silver Airstream "Tank," outfitted as a traveling
production studio.
* A mobile demo truck that houses the Oxygen online
demonstration area, listening centers, a media wall and
computers.
* A tented festival pavilion that includes the Oxygen
"Live" Tent -- featuring guest speakers, local celebrities
and musicians.
* The Oxygen "Wish You Were Here" Tent where you can have
your photos taken digitally and can email a digital
postcard to friends and family.
* The Oxygen Wall, a monument to women celebrating
themselves. “It will be built from the words and ideas of
women across the country who share their thoughts with us
on what's great about being a woman.”

The campaign ends in August.

Results:
* Events totaling more then 240,000 people, averaging 8,000
attendees per event.
* Local Market Radio: 514 spots, 310 promos, 513,500
listeners reached.
* Oxygen Tank, MDU and Truck: 1,160,000 visual impressions
(based on 8,000 miles traveled)
* Wild Posters: over 30,000 posters and 100,000 flyers
distributed
* Press: 15,229,260 impressions

Miscellaneous: Oxygen also partnered with WAGES (Women’s
Alliance for Gainful Employment). WAGES seeks to promote,
support and advance a community of organizations that
provide professional attire, career skills and client
services to low-income women seeking employment and self-
sufficiency.

Cost: Not willing to release the figures.

http://www.oxygen.com/who/news/releases/release991028.html


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PRACTICAL KNOW-HOW: Eavesdrop on Women Sites
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Faith Popcorn’s book, EVEolution, has a lot to say about
how to use the Internet as a marketing research tool.
“Cyberspace is a natural for connecting women. Too often,
though, I come across dull, tough-to-maneuver sites. Who
has time to navigate all those nooks and crannies?”

“Here’s a hint on how to get on the right path: Start with
a little eavesdropping. Log on to successful woman-specific
sites and find out what the participants are talking about,
worried about, passionate about. Try to figure out how your
brand might fit into that kind of mix.”

Editor’s Pick: A good sampling of sites for EVEsdropping
and market research include:

http://www.Oxygen.com
http://www.Women.com
http://www.iVillage.com
http://www.womenconnect.com
http://www.womensconsumer.net
http://www.hissyfit.com
http://www.womens-health.org
http://www.girlgeeks.com
http://www.wellweb.com
http://www.shewire.com
http://www.chickclick.com

Interested in EVEolution? Read chapter one at:
http://www.faithpopcorn.com/Chapterone.htm


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EVENTS
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Women on the Web
Marketing Techniques to Bring and Keep Women Online
May 22 - 24, 2000·in Atlanta, GA

Women control 52% of the web. See what companies are
doing to reach us! Presentations, winning strategies,
case studies, and up to the minute research from IBM, Ford
Motor Company, America Online, Gateway, iVillage.com,
Women.com, Priceline.com, Drugstore.com, Eve.com,
NetGrocer, WomanTrend, PETsMART.com, StyleShop.com,
The Knot.com, Coolsavings.com, AdRelevance Inc,
A Media Metrix Company, The Brand Consultancy,
Creative Good, more... See the full program at:
http://208.178.40.41/templates/9580057359280395507800002/genevent.html?topic =53&event=36


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JOBS
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Do you pitch stories to journalists? EMarketingToWomen
editor Sacha Cohen has created a new "tip sheet" to keep by
your phone. “The Care and Feeding of Journalists” includes
7 essential secrets to make sure reporters return your calls
and cover your story. Buy your own copy today (it's only $3)
at eMarketingToWomen.com’s home site bookstore at:
http://www1.fatbrain.com/FindItNow/Services/home.cl?from=DDH932&store=1
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

iVillage Seeks Director, Direct Marketing

Create and manage an industry-leading direct marketing plan
and organization. Design and manage all aspects of iVillage
Newsletter program; create and manage "state of the art"
consumer membership program; oversee analysis of program
results/trends; continuously and aggressively test new
ideas; make on-going recommendations for process/program
improvement; and, manage Customer support/feedback
departments. Consumer database management and 7-10 years of
direct/member marketing experience required. E-mail your
resume and cover letter to lsomerville@mail.ivillage.com
with reference number #1006 in the subject line.

iVillage Seeks Director, Network Marketing

Develop and implement programs to increase consumer usage
frequency by cross- marketing network/channel tools,
services, special events and content. Lead strategy to
create systems/processes +navigational architecture to
stimulate on-going cross-channel traffic and usage. Work
with Manager of Network Marketing/Promotions to create and
execute iVillage Network Marketing/Annual Promotional Plan
to develop best practices; create and implement an
innovative consumer frequency/loyalty program with strong
"viral marketing" component; work with Director of Marketing
Analysis to define current iVillage consumer behavior
and identify key marketing opportunities. 5+ years consumer
marketing experience, including experience with
online loyalty programs, successful people management
experience and a college degree required (MBA a plus.)
Email resume/cover to lsomerville@mail.ivillage.com with
reference number #1010 in the subject line.


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eMarketingToWomen INFO
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