The Women's Forum, Beautynet, itsybits.com, Lilly.com, RCA

eMarketingToHer.com
Practical News & Tips for
Marketing to Women on the Internet
June 2, 2000 - Vol. I, Issue 5

Please forward to your friends & colleagues in the biz.
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1. NEWS: itsybits.com, RCA, Lilly.com,
The Women’s Forum, Beautynet.com

2. PRACTICAL KNOW-HOW: Offline Event Sponsorships

3. JOBS: Women.com, drugstore.com

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NEWS
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!!!!!!!!!!!!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
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

-> Last chance to respond: Get Your Voice Heard in
eMarketingToHer.com’s “Favorite Tactics” Survey!

Our quick survey is almost over. This is your chance to
let us know what stories we should be covering and what
you think about the industry. It's 100% ANONYMOUS so you
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Hurry before you forget!

-> itsybits.com Lines Up Sponsors for Channel Content

It’s a small world after all! The first online resource
for petite women, itsybits.com, is looking for sponsors
to share its content channels. Currently, two channels,
"Bodyworks" and "Corner Office", are sponsored by Efit
and WFN, respectively. Allison Winn VP of business
development says that itsybits.com is also about to sign
a deal with an as-yet-unnamed bridal marketer. Sponsors
would license their content, use itsybit’s content, or
collaborate in creating unique content.

“Because we really are the only site catering to this
huge market (60% of the U.S. is 5'4 and under) the press
has been extremely receptive,” says Winn. In coming
months, the site will appear in InStyle, run a promotion
with Marie Claire, and be featured in Self and People.
WWD (Women’s Wear Daily) did a full-page article covering
the site’s May 2000 launch. “We expect to have strong
brand recognition in the next few months,” she adds.

Winn also notes that itsybits.com also gets many requests
for referrals to shoe suppliers, so a women’s shoe
advertiser or sponsor would be a natural match. For
further information, contact busdev@itsybits.com
http://www.itsybits.com

-> RCA Blackberry Wireless Email Blows Bathroom Humor

Imagine our surprise, when in the women's room at NYC's
Bendix Diner yesterday we were confronted with a poster
from RCA's Blackberry Wireless Email saying, "Got a free
hand? You could be sending email." Of all the public
places that dot-com posters could adorn, we figure that
women's restrooms are among the only foolproof venues
where advertisers could segment by gender. So why did
RCA decide on creative 100% aimed at men for this media
buy? For those of you who may have better ideas, the
poster-placing firm’s number is 212.685.7981.

-> Yea/Nay: Lilly.com's Depression Banner Ad

It’s a real shame when a site runs a terrific, engaging
banner and then doesn’t deliver when you visit the site.
Such is the case with Lilly.com, which ran a great banner
(simple design, good contrast for readability, brief copy
scrolling at the right tempo) on Lycos’ Healthy Woman
section addressing depression.

When you get to Lilly’s site, however, the page features
a woman who looks like she is anxiously fleeing from the
story about depression. To add insult to injury, the
page is laid out like a print brochure and the graphics
are virtually unreadable. There is no interactivity (no
polls or questionnaires) and the site doesn’t even bother
to capture visitor names or answer questions. We say Yea
on the banner -- Nay on the site.
http://webmd.lycos.com/wellness_topic/her
http://www.lilly.com/health/women/unipolar.html

-> Media Buy of the Week: Beautynet.com

With more than 65 partner sites covering everything from
careers to gardening to parenting to relationships, The
Women’s Forum carries content for almost any woman.
Altogether, the company’s family of sites gets around 30
million impressions a month, according to Michael Craig,
director of business development and sales. We like one
WF partner site, Beautynet (published by Salon Magazine),
that garnered some 16,800 unique users during the period
May 17-31. Average user sessions last about 11 minutes,
and banner ads on Beautynet’s home page go for $300/month
(giving a CPM of approx. $9!). We know this because
Beautynet posts a summary report by Webtrends! Bravo!
We wish more sites offered this level of transparency.
Media buying would much easier. For more info contact
Laura Murray, 1.800.407.3226.

Beautynet Home: http://www.beautynet.com/
Beautynet Usage: http://tcnnt2.tcn.net/beautynet/
The Women’s Forum: http://www.womensforum.com/

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PRACTICAL KNOW-HOW: Sponsoring Live Events
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!!!!!!!!!!!!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
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

-> How Dot-Coms Reach Women Through Offline Sponsorships

Sponsoring offline events -- such as concerts, sports,
and festivals – can help dot-com marketers capture
audiences and expose them to products. We spoke with
Sean Brenner, Managing Editor of IEG Sponsorship Report,
and John De Pietro of ABC/D Marketing to find out how
Internet marketers use events to reach women.

Unlike online promotions, real-world sponsorships give
dot-coms an opportunity to make a physical connection
with consumers, says Brenner. Something as simple as
having a kiosk at an event where staffers can walk
visitors through live demos of your site can be very
helpful for building brand recognition, he says.

Brenner cites the case of Egreetings Network Inc, which
he recently covered in his newsletter. The company
sponsored The Revlon Run/Walk for women in LA to benefit
breast cancer research. “Egreeting’s primary audience is
women, so they used this event to position themselves
someplace that’s very important to women,” he says.

Often, sponsors can tie online activities to event
preparations to drive traffic and stimulate the audience
ahead of time. “Egreetings provided online pledge cards,
so that the race participants could use their site to
solicit pledges,” says Brenner. “They also had event-
themed greeting cards that anyone could send to friends
and family.” More than 400 event-themed cards were sent
during the sponsorship’s first week.

Sponsors can also target women according to their choice
of entertainment. An upcoming tour by country superstar
(and one of the most successful recording artists of all
time) Kenny Rogers could help get a dot-com brand in the
minds of Rogers’ many female fans.

“The core audience is going to be adults 25-54, skewed
70/30 to women,” says ABC/D Marketing’s De Pietro, the
tour’s promoter. He predicts that event sponsorships
will be favored by many dot-coms because the combination
of media attention, length of duration (as in a tour),
and on-site contact with consumers delivers rapid
branding for “young Internet companies that need to
incubate much faster,” he tells us.

So, what kind of exposure do you get for roughly six
figures? The sponsoring company will have its name
printed on all the tickets for the show, signage on all
the buildings, a reserved number of tickets per show, and
a personal meet-and-greet with Mr. Rogers at every show
(great for impressing clients!).

Live-audience reach would be somewhere around 100,000 for
the entire tour, says De Pietro, but sponsors should also
get branding from every aspect of event promotion.
Rogers’ tour, for example, would be called “XYZ Company
Presents Christmas from the Heart”. With a 30-show/30-
city schedule running for approximately one month before
Xmas, a strong PR campaign could have the sponsor’s name
listed in major papers all over the United States on a
daily basis.

Going beyond branding, many sponsors can physically get
products in people’s hands. For example, De Pietro says,
if it’s a food vendor, they could give away product
samples right at the venue. Or, if it is a beauty site
such as Eve.com or BeautyJungle.com, they could offer
makeovers at the show complete with giveaways and
samples. For more info, contact ABC/D Marketing via
email at Market4you@aol.com.

And for more info on the IEG Sponsorship Report:
http://www.sponsorship.com/products/SR.html
http://www.egreetings.com

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JOBS
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-> Women.com – Public Relations Manager, New York

Ideal candidates will desire work in a fun, fast-paced
environment of a recently-public, rapidly-growing,
premier Internet company. Reporting to the Associate
Director of Public Relations, this person will manage
consumer PR programs, including launch initiatives.
Responsibilities include project management of all
consumer PR, as well as NY media, including: Contributing
to strategy and messaging, Managing editorial calendars,
Media relations, Press and analyst tours, Drafting and
editing press releases, Managing press announcements.

Requirements: 4-5+ years in public relations or corporate
communications, Agency and client-side mix preferred, Some
Internet, start-up, or media experience a plus,
Established contacts with New York media, Consumer PR
experience, Strong project management skills, Ability to
travel, Ability to help create unique story lines and
pitches, seek media opportunities and help develop
strategic programs to support marketing and business
goals, including: increasing page views/traffic,
supporting ad sales, driving E-commerce sales and
creating positive buzz about Women.com. BA or BS.
General Inet/Web, Word, PowerPoint, Excel, MediaMap,
Lexis Nexis. Competitive salary commensurate with
experience, stock options, employee stock purchase
program and other benefits. To apply, email cover letter
and resume: jobs@women.com
http://www.women.com/jobs/listings/PR_mgr_ny.html

-> drugstore.com - Email Specialist

We are looking for someone to drive the evolution of our
email and reporting strategy. The ideal candidate will be
responsible for the forecasting, tracking, analysis, and
reporting of drugstore.com email campaigns. This person
will work extensively with internal teams (mainly
finance, technical, purchasing, customer care, and
merchandising) to ensure the accurate and timely analysis
of weekly email campaigns. Responsibilities will include:
Working closely merchandising and purchasing to develop
email campaign forecasts, then updating and maintaining
the forecast model. Providing finance with email channel
data for weekly, monthly, and quarterly reporting.
Providing marketing research team with email channel data
for weekly scorecard. Conducting analysis and developing
reports for quarterly email channel reviews. Working
closely with the technical teams to troubleshoot tracking
problems. Driving email management/tracking improvements
with customer care (response routing, monitoring, and
measurement). Strong analytical, Excel, and Access
skills. Interest in email marketing. Internet/technical
skills preferred. Excellent communication skills. Detail-
oriented and strong project management skills. Contact
jobs@drugstore.com with the subject “E-mail Specialist”.

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