June 15, 2000
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*** eMarketingToHer.com ***
Practical News & Tips for
Marketing to Women on the Internet
June 15, 2000 - Vol. I, Issue 7
PLEASE FORWARD TO YOUR FRIENDS!
* News: IDG Books, Simplicity.com,
Toddlerwatch.com, Diva31 Club, ValuePage.Com
* Case Study: LowerMyBills.com
* Interview: Leaders at Nutrio.com
* Jobs: 2 Jobs at VenusSports.com
* Events: WITI Summit, Frost & Sullivan
Note: Are you reading a pass-along copy? Get your own
FREE subscription today at our Web site:
http://www.eMarketingToHer.com
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NEWS:
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* Toddlerwatch.com Helps Parents Spy on Caregivers
In a three-year, multi-million-dollar agreement,
Toddlerwatch.com will use AT&T's Internet services to
offer viewing capabilities to Moms concerned about their
children's' well being while in daycare. Known for its
parenting content, Toddlerwatch.com is tapping into the
capabilities of AT&T's DSL service to offer Web-based
"streaming video direct from cameras in participating
childcare facilities." Currently, PR efforts are spinning
this into an opportunity to make sure little Tommy is no
longer crying 30 minutes after you've said goodbye.
Toddlerwatch plans to launch its password-protected
Internet surveillance system nationwide later in the
year. Initially, marketing folks will concentrate their
efforts on Net-savvy Mommies (and Daddies) in the Midwest
and Southeast.
http://www.toddlerwatch.com
http://www.att.com
* IDG Books and Simplicity Patterns Sew up Fabric Deal
Weird but true, now IDG Books, publisher of such titles
as "Marketing Online for Dummies" and "The Internet for
Dummies," is marketing its own fabric collection
featuring the famous yellow-and-black patterns.
Simplicity has agreed to feature IDG's new fabric line in
its catalogs, both online and off. Lina Pagano, licensing
manager for IDGB, sees both brands as strong players
among "females in their 30s and 40s who are professional,
married and interested in reducing stress by learning new
hobbies like sewing and crafts."
http://www.idgbooks.com
http://www.dummies.com
http://www.simplicity.com
* Yea/Nay: Diva31 Club Courts Online Women of Color
This week, Diva31 Club launches as "a place of
empowerment and sisterhood for women of color who have
stopped apologizing for their strength, career and
salary, their love of God and family, and their
intelligence and sexuality." Phew! This Web site,
supposedly devoted to empowering women, lays on the lofty
copy pretty thick. We also noticed there's no long-term
altruistic community philosophy in place. Membership
costs $24.95 annually but the "Join Now" area gave no
reason to do so. Fortunately, the annual membership fee
has been waived for all new members who register by
September 30, 2000. Some pages are still under
construction with no real clue of what they'll contain.
Sadly, this site's approach to an online presence is
spelled out on its home page: "Yeah, it’s an attitude and
image is everything!" We hand a big "Nay" to this site's
content developers for being too self-absorbed.
http://www.diva31club.com/
* Media Buy of the Week: ValuePage.Com
With females making up about 70% of demographics,
ValuePage, a directory of free offers and giveaways gets
over 150,000 unique visitors per month. Advertising is
priced simply at 25¢ per click through. Note: there are
monthly minimums. Performance based ads are charged on a
commission basis plus a new customer sign-up bonus. A
permission mailing list is also available for rent. For
more details, contact Gary Cohn at 847-215-7427, or email
gary@wheeling.com
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CASE STUDY: LowerMyBills.com
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real-time interaction with your customers. Visit:
http://www.liveperson.com/corporate_site/html/harris/popup1_form.asp
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
* LowerMyBills.com Reaches Female Consumers Through 100%
Online Marketing
THE OFFERING: LowerMyBills.com is a one-stop resource
enabling consumers to lower their ongoing monthly
expenses and the cost of daily living. Offerings include
rate comparison tools for loans, insurance, credit cards,
Internet access, telephone, and home utilities; plus
tools for selecting local telephone, satellite, and cable
will be added shortly.
WEB STRATEGY: CEO Matt Coffin finds the best way to reach
women online is through "contextual marketing," that is
tapping into those times when women are in a value-
seeking mode or thinking about finances. Examples include
looking for discount coupons on the Web or during time
spent in the women's areas on financial sites.
MARKETING MIX: Currently, all LowerMyBills.com's efforts
are focused online. They have placed banners and buttons
on various female-oriented sites. Broadcast email has
also garnered response rates as high as 4-5%. In solo
mailings, using YesMail and MyPoints, "we've gotten as
high as 8-9%," says Coffin. "We're selecting these based
on both demographics and psycho-graphics."
Other results-producing media placements include
ValuePage.com, as a newsletter sponsor. Coffin says he's
received a "pretty fantastic response."
Customer referrals help in a big way, too.
LowerMyBills.com encourages visitors to spread the word
through its Tell-a-Friend page. According to Matt, nine
out of the top ten "word-of-mouse" participants are
women.
COST: "Our goal is to acquire customers at $50 a piece.
We've been testing over the past 60-90 days so we've
learned a lot. Eventually, we'll want to push that cost
lower," says Coffin.
FUTURE MEDIA: Promotional plans include rolling out
traditional broadcast spots over the next few months,
although nothing is decided yet. With July print ads in
American Baby magazine and other parenting titles,
LowerMyBills.com hopes to reach women before they log on
with a destination in mind.
http://www.lowermybills.com
http://www.yesmail.com
http://www.mypoints.com
http://www.valuepage.com
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EXCLUSIVE INTERVIEW: Nutrio.com
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* Nutrio.com's Steve Spiro and Stephen Rattner Use
Expert Content and 24/7 Community to Appeal to Women on
the Web
Nutrio.com executives Stephen Rattner, President and CEO,
and Steve Spiro, Chief Marketing Officer, recognized
there was a "need to find viable weight-loss management
solutions" on the Web.
"We think helping people with the solution 24/7 in
confidence is what makes the difference." Before
Nutrio.com's launch, there weren't many online players in
the diet game and most were fee-based. Nutrio.com knew it
had an edge when it offered its service for free.
"Free is a really good thing on the Net, but there's too
much schlock out there. We looked at weight loss
advertising and most of it was about instant loss. We're
into a healthy lifestyle approach.
“So, we spent time putting together our content and
experts, tapping into well-renowned people around the
nation. Our site is built around experts giving free
advice in a free program. That's how we differentiate
ourselves," said Spiro.
Building a site around "excellent content plus
information and community," as in "women helping other
women," Nutrio has thousands of message postings from
women looking for online support. Experts regularly
monitor message boards to provide professional insights.
Stephen and Steve say that online women want
personalization because "off-line programs are one-size
fits all." Asking visitors to fill out a twenty-to-thirty
question survey right on the site, allows the experts to
put users in different categories to receive very
specific recommendations.
This level of expert content and involving community is
also popular with sponsors who include Women’s Financial
Network, TeenHollywood.com and Lucy.com.
http://www.nutrio.com
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JOBS:
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* VenusSports.com Needs VP of Marketing
Responsibilities include working with senior management
to develop and establish a broad strategic direction.
This includes managing the marketing communications team,
developing strategies for the company's consumer
marketing plan, managing measurement tools on marketing
programs, oversee market research and competitive
analysis, and supervise collateral development and trade
show participation. Reference Job Code: 04042. Email
ourteam@venussports.com.
*VenusSports.com Seeks Public Relations Manager
Responsibilities include developing a creative strategy
that complements corporate marketing and business
development activities, manage the PR agency to drive and
execute the plan. Reference Job Code: 04041. Email
ourteam@venussports.com.
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EVENTS:
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* Women in Technology International's 6th Annual Silicon Valley Technology Summit
An interactive online event
Webcast: June 20-22, 2000
http://www.witi.com
* Frost & Sullivan’s First Annual Internet Marketing Conference and Exhibition
Hyatt Regency
Monterey, California
July 18-19, 2000
http://www.frost.com/conferences/IMK
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eMarketingToHer.com INFO
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