June 09, 2000
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*** eMarketingToHer.com ***
Practical News & Tips for Advertising
and Marketing to Women on the Internet
June 9, 2000 - Vol. I, Issue 6
NEWS: Women.com, AvantGo, Fleet, WomensNet.Net,
BeautyJungle, BannerWomen.com
CASE STUDY: Gazelle.com’s PR Bash
EXCLUSIVE INTERVIEW: Preston Bealle, BabyGear.com
JOBS: Bristol-Myers Squibb, E-Business Content Manager
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NEWS
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* Women.com Gets Wireless to Reach “Women on the Go”
Industry predictions say that almost 45 million American
women will be wireless customers in the next few years.
Determined to hold their position in the “Top 50
Internet Property” list for the future, Women.com has
solidified a relationship with mobile Internet solution
provider, AvantGo. Women.com will deliver scaled-down
versions of selected, newsy, site content to handheld
devices such as PDAs and Internet-enabled mobile phones.
Currently, Women.com is “relying on PR” to market the
initiative as well as investigating cross-promotional
opportunities with AvantGo and others.
http://www.women.com
http://www.avantgo.com
AvantGo Customer Signup:
http://avantgo.com/channels/detail.html?cha_id=1595&cat_id=
* WomensNet.Net Helps Women Start Online Businesses;
Seeks Additional Partners
WomensNet.Net has launched a free Web site program
offering female entrepreneurs business and marketing
assistance at low-to-no cost. In addition, the site’s
new Amber Foundation program, awards "monthly grants to
women looking for seed money to start [an] online
business." Corporate sponsors are sought to add more
cash and additional services to the pot. Early sponsor
BeautyJungle.com scored a marketing niche coup by
offering a $10 discount coupon to the first 200 women to
join the WomensNet.Net program.
http://www.womensnet.net
* Fleet “Considers” Marketing to Women Online
Fleet bank just made a big announcement that they too
have started a special program to assist female
entrepreneurs. Special “Business Solutions Areas” for
women business owners will be opened in more than 400 of
the bank’s branches. No they haven’t considered putting
any of the Solutions online (too bad.) But according to
media relations spokesperson James Schepker, “We're
considering looking into some sites for online alliances
to reach women.”
http://www.fleet.com/busbedwc.html
* Yea/Nay: BeautyJungle.com
After hearing about BeautyJungle.com's discount coupon
(mentioned above), eMarketingToHer.com browsed over to
check the site out. A cute-sy photo of a woman shaving
her face -- shave cream, razor and all -- greeted us,
smack dab in the middle of the BeautyJungle.com home
page. This gender-bending model pic may appear sexy to
some (i.e. male surfers) but it just looks plain dumb to
female visitors. Besides, we've seen this pose before
and were unimpressed then, too. The "Stand By Your Man"
headline made us wonder what was being hawked. We liked
some of the products offered on the site, but say Nay to
their marketing there.
http://www.beautyjungle.com
* Media Buy of the Week: BannerWomen.com
Banner network BannerWomen is designed to help women-
oriented Web sites with limited or no advertising
dollars. Network members earn free advertising filtered
to a female-only audience plus Web site promotion
through WWWomen's site. We don't normally promote banner
exchanges as a "media buy," but start-up budget
restrictions may preclude online ad placements until
your business has grown. Members further along in the
Web marketing game can add exposures to their free mix.
5,000 additional Run-of-Network exposures go for $100
and 7,500 exposures, targeted on one main category, go
for $300. Nonmembers pay slightly more. Bigger budgets
($1500 and greater) can hone in with a customized
placement managed by HerAgency.com.
http://www.bannerwomen.com/
http://wwwomen.com/
http://heragency.com/
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CASE STUDY: Gazelle.com
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*How Gazelle.com Used PR To Launch More Successfully
THE SITE: Gazelle.com is a site focused 100% on content
and commerce relating to leg/foot care products, such as
nylons, for women.
LAUNCH PR CAMPAIGN
The Spa Party
"We launched on Leap Day (February, 29) and had a big
kick off event for the beauty and fashion editors in New
York," says PR Manager Lisa Elkin. The glamorous, gam-
centric event was held at New York's Puck
Building. Elkin and her team turned the space into a
snazzy spa complete with different "stations" set up for
health and wellness presentations. "We also took the
guests through various stations that featured our site
to show them how it works and guided them through the
site's feature." A special commerce room featured all of
Gazelle.com's products-everything from Hanes to Brazil's
famous TriFil toeless hosiery (a Gazelle exclusive).
RESULTS
Roughly 100-125 editors from a variety of print
and broadcast venues turned out for the event. According
to Elkin, the event was a "significant expense" to
generate initial buzz. "We felt it was an important
event for us to grab some attention, which it was
successful in doing. We are seeing the benefits of that
now." Traffic to the site can be as high as 10,000
unique visitors a day, especially right after a press
release goes out. Plus, the buzz caught the attention
of TV's "The View," which will be airing a piece
featuring Gazelle's leg model, Laura Krauss, on June 7.
NOTES: To keep the buzz going, Gazelle.com is sponsoring
a now contest for the funniest, most inconvenient
hosiery incident. In 75 words or less, contenders are
asked to share their stories. The winner gets a $100
gift certificate.
http://www.gazelle.com
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EXCLUSIVE INTERVIEW: Preston Bealle, BabyGear.com
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* BabyGear.com’s Preston Bealle on Targeted Media Buying
and Why Branding is an “Evil” Word
After fifteen years hands-on experience with Madison
Avenue agencies, Preston Bealle knows how to cut a media
placement deal. As President and CEO of online retailer
Babygear.com, Preston finds that most Web sites selling
ad space are "less routed in cement because they don't
have that much history and they tend to be hungry."
Babygear.com approached portals like AOL, Lycos, Excite,
Yahoo!, Women.com, and Oxygen.com, and "got anchored as
close to the baby shopping area as we could."
"If we couldn't find one, we asked them to create one,"
said Preston. Of course, not all sites were flexible at
first, trying to "shoehorn [Babygear.com] into places
they wouldn't fit.
"We know what the parameters are and we know what will
pay out for us. It's almost gotten to be formula."
Still, some media sellers attempt to close the media
deal early, referencing such intangible concepts as
"branding."
"We don't use the word 'branding' here. We think it's an
evil word. We think it's an excuse for non-performance.
We should be able to spend our marketing dollars and get
an immediate return. If we spend a $1000 we've got to
sell $3000 worth of strollers. If it doesn't do that for
us then we'll drop that placement and go elsewhere. We
went to the portals and told them how it had to work for
us," asserted Preston. Eventually, some of the sites
that were inflexible in the beginning "ended up chasing
us and we did big deals."
Preston looks at the whole market identification process
as a pyramid. Starting at the top, there are women who
are pregnant and have shopped online, women who are
pregnant, women who are starting to buy things
online, and women who have a credit card. At the bottom
of the pyramid are gift buyers, either male or female,
who don't have a child. All other potential customers
fall somewhere in between.
"If you see our ads on the sides of buses, you know
we've lost our heads. You're either pregnant or you're
not. If you're not, there's good chance we're not ready
to know you. That's easier to define that looking for
people who want to barbeque. We don't belong in anything
where you're talking to a very broad audience of women."
http://www.babygear.com
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JOBS
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* Bristol-Myers Squibb, E-Business Content Manager:
Responsible for the global execution of strategic e-
business initiatives, support e-business implementation
by defining and coordinating creation, integration and
maintenance of Web site content. Manage multifunctional
teams and outside vendors. Reference Requisition Number
00-0000338 at the top of your resume. FAX 609.897.6412
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EVENTS
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* Women In Technology International
Waldorf Astoria Hotel
New York, NY
Thursday, June 15, 2000
This chapter's monthly meeting covers Internet privacy
issues, of particular interest to female Internet users
of all ages.
http://www.witi.org/center/regionalchapter/nyc/
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