Online marketing to Moms
Good morning:
P&G “VOCALPOINT” Proctor and Gamble has launched a new kind of online community aimed at Moms called VocalPoint. It’s an interesting amalgamation of loyalty program / market research project / advertising vehicle. Moms sign up and receive online communications about new products. The pitch is that “big companies will hear your voice,” and you’ll recive free samples of new products. The registration is fairly deep—down to home street address and the ages of your kids—but the kind of data they’ll be able to mine from this sample group will be astounding, I’m sure: Vocalpoint
VICKS “DIARY DEFENDER” Vicks introduces their new cold prevention product “First Defence” with an advergame called Diary Defender, built by Inbox Digital of London. Inbox builds games for advertisers. Here’s their site: Inbox Interactive And here’s the Diary Defender site: Diary Defender
DANNON “SPRING” Dannon Yoghurt is introducing a new kind of spring water called interestingly enough, “Spring.” Juxt Interactive built this website which features fun advergames. One interesting twist is that while the Flash games are loading you get to play little “loader games” which are small (in size) but entertainment while you wait: Dannon Spring
WELLS FARGO “GUIDED BY HISTORY BLOG” Wells Fargo has started its first corporate blog, and its not about interest rates on CDs or free checking. It’s about the 100th annyvesary of the San Francisco Earthquake (“San Francisco Fire” to locals, since almost all the damage was done by the fire after the quake.) Interesting sort of “co-sponsoring” of content by a company, rather than developing content directly related to their business: Guided By History Blog
CAREER BUILDER The newspaper industry has been in the headlines this month with the acquisition of Knight Ridder (a former employer of mine) by McClatchy (publishers of the home town Minneapolis Star Tribune) Lots of hand wringing by columnists about the state of the newspaper industry as the 21st century dawns.
While circulation is declining year after year, there are a few bigfht spots where newspaper are doing things right. Career Builder is one of them. Five years ago Monster.com was #1 in job recruiting websites, and Yahoo was #2. Career Builder was founded by two large newspaper groups—Knight Ridder and Tribune Corporation---and it brought together an integration of newspaper job classifieds and an online website. In other words, buy a newspaper career classified ad, and you bought the online ad as well.
This model offers something that Monster can’t---the local newspaper service as a “bonus.” Now Career Builder is number one and Monster is fading behind Yahoo’s Hot Jobs: Career Builder
Enjoy the Spring—RJ
Online marketing to Moms
Good morning:
P&G “VOCALPOINT” Proctor and Gamble has launched a new kind of online community aimed at Moms called VocalPoint. It’s an interesting amalgamation of loyalty program / market research project / advertising vehicle. Moms sign up and receive online communications about new products. The pitch is that “big companies will hear your voice,” and you’ll recive free samples of new products. The registration is fairly deep—down to home street address and the ages of your kids—but the kind of data they’ll be able to mine from this sample group will be astounding, I’m sure: Vocalpoint
VICKS “DIARY DEFENDER” Vicks introduces their new cold prevention product “First Defence” with an advergame called Diary Defender, built by Inbox Digital of London. Inbox builds games for advertisers. Here’s their site: Inbox Interactive And here’s the Diary Defender site: Diary Defender
DANNON “SPRING” Dannon Yoghurt is introducing a new kind of spring water called interestingly enough, “Spring.” Juxt Interactive built this website which features fun advergames. One interesting twist is that while the Flash games are loading you get to play little “loader games” which are small (in size) but entertainment while you wait: Dannon Spring
WELLS FARGO “GUIDED BY HISTORY BLOG” Wells Fargo has started its first corporate blog, and its not about interest rates on CDs or free checking. It’s about the 100th annyvesary of the San Francisco Earthquake (“San Francisco Fire” to locals, since almost all the damage was done by the fire after the quake.) Interesting sort of “co-sponsoring” of content by a company, rather than developing content directly related to their business: Guided By History Blog
CAREER BUILDER The newspaper industry has been in the headlines this month with the acquisition of Knight Ridder (a former employer of mine) by McClatchy (publishers of the home town Minneapolis Star Tribune) Lots of hand wringing by columnists about the state of the newspaper industry as the 21st century dawns.
While circulation is declining year after year, there are a few bigfht spots where newspaper are doing things right. Career Builder is one of them. Five years ago Monster.com was #1 in job recruiting websites, and Yahoo was #2. Career Builder was founded by two large newspaper groups—Knight Ridder and Tribune Corporation---and it brought together an integration of newspaper job classifieds and an online website. In other words, buy a newspaper career classified ad, and you bought the online ad as well.
This model offers something that Monster can’t---the local newspaper service as a “bonus.” Now Career Builder is number one and Monster is fading behind Yahoo’s Hot Jobs: Career Builder
Enjoy the Spring—RJ
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