Subject: Viva La Difference Online

From: Chief Marketer <[email-masked]>
Date: Tue, 28 Dec 2004 05:10:05 -0600

December 28, 2004 | A PRIMEDIA Property |

Table of Contents
Viva La Difference Online
Nielsen to Audit Videogame Ads, Expand Liquor Tracking
Saturation Mailing Without Getting Soaked
EBay, Ebags Top Two Online Lists
College Students Favor "The New York Times"
Send Lawyers, Gifts, and Money

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This Week's Stories
Viva La Difference Online
CATALOG AGE
Even if your offline customers tend to be women, you may want to target some of your online marketing to men. According to America Online's third annual Online Shopping Cities survey, men who shop on the Internet make 20% more online purchases than their female counterparts. What's more, men who shop online outspend women by nearly 10%: Men spend an average of $204 each month, compared with $186 each month for women.

The survey of 6,250 Web shoppers also found that men were more like to buy luxury goods online than women (42% vs. 35%). They were slightly less likely to consider bargain shopping a priority: Only 74% of the men said that finding deals online was important, compared with 78% of the women. And whereas the female survey participants said that they browse or research products online an average of 22 times a month, for men it was an average of 31 times a month.

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Nielsen to Audit Videogame Ads, Expand Liquor Tracking
PROMO XTRA
Nielsen Digital Entertainment will begin measuring ad reach in video games early next year. The sister company of ACNielsen (scanner data) and Nielsen Media Research (TV ratings) will measure the effectiveness of ads embedded in video games. That will help marketers compare the value of video game ads with that of more-traditional media -- if the measurement system is adopted by enough video game producers and advertisers. Marketers spent a reported $10 million on ads in video games this year.

Nielsen collaborates on the launch with fledgling ad network Massive Videogame Advertising Network, which places ads in a wide range of video games. Plans call for a beta test to begin in early 2005, with first reports slated for second-quarter 2005.

Separately, sister company ACNielsen will add on-premise audits of alcoholic beverages to its off-premise measurement of promotional activities and sales. The on-premise audits will track promotional activities for alcohol brands in 2,600 bars, restaurants, hotels, and recreational venues in 26 major U.S. markets.

Audits from ACNielsen's Market Decisions division track brand price and presence in the well and on the back bar, feature mentions on menus, and tabletop promotions. Data from the representative sample of venues are projected across all establishments in each market.

To read more, visit PROMO.

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Saturation Mailing Without Getting Soaked

DIRECT TIPS
If you're seeking to increase sales within a specific geographic region, you might want to consider "saturating" your market. A saturation mailing is a targeted offer to the true customer base of a business. It is inexpensive both in preparation and postage, and can reach customers very quickly.

John Hull, vice president of technical services for Melissa Data, offers several tips for creating a successful saturation mailing. Among them:

* Presort the addresses in "walk sequence" -- that is, in the order in which the carrier on a given route will deliver them. This can save you a lot of money.

* Think locally. While you can buy lists that are sorted by age, household income, home ownership, and a number of other criteria, these tend to be much more expensive than the lists needed for a good saturation campaign -- namely, every address within, say, a five-mile radius. Cheaper lists mean you can afford to mail more pieces.

* Keep in mind that a good saturation mailing works on several levels. It can draw new customers with discounts, but it can also reactivate former customers with value-adds, free delivery, and other incentives. It can even serve as a simple reminder that someone hasn't visited your store in while; sometimes in a local market, that's enough to keep you top of mind.

For more on saturation mailing, visit DIRECT.

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EBay, Ebags Top Two Online Lists
Handbag and luggage purveyor Ebags was the number-one online advertiser in the apparel and jewelry segment of the retail industry during the week ending Nov. 21, according to Nielsen/NetRatings AdRelevance. But Ebags didn't make the top-ten list of online apparel and beauty destinations for that week, according to Nielsen/NetRatings NetView.

EBay's Clothing, Shoes, and Accessories subsite was the most visited apparel and beauty destination for the week, with more than 2.2 million unique visitors. Two other eBay destinations made the top 10: the Jewelry and Watches subsite (nearly 1.1 million unique visitors) and the Health and Beauty site (658,000 unique visitors).

Among the brick-and-mortar retailers and print catalogers making the list of the 10 most-visited sites were Old Navy (787,000 unique visitors), Avon (755,000), The Gap (571,000), Victoria's Secret (539,000), Lands' End (503,000), and L.L. Bean (484,000). Online-only shoe merchant Zappos.com rounded out the top 10, with 457,000 unique visitors.

On the list of top apparel and jewelry advertisers, Ebags had more than 37.6 million impressions for the week. The Walt Disney Corp. was in second place, with nearly 25.5 million impressions. The only merchant appearing on both top-10 lists was Zappos, with more than 11.0 million impressions.

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College Students Favor "The New York Times"
If you want to reach college students, consider an ad in "The New York Times." According to a survey by research group Student Monitor cited by MediaPost's MediaDailyNews e-newsletter, 23% of college students read the "Times" in a typical week, making it the most popular national newspaper among the cohort. "USA Today" reaches 15%, while "The Wall Street Journal" reaches 7%.

Among the 1,200 full-time students surveyed at 100 schools nationwide, 13% visit NYTimes.com at least once during a typical week. In comparison, only 6% visit USAToday.com and 5% WSJ.com.

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Send Lawyers, Gifts, and Money
This isn't how L.L. Bean got started: To set itself apart from myriad other law firms, Minneapolis-based Parsinen Kaplan Rosberg & Gotlieb produced a gift catalog of sorts. In the mailing, sent to nearly 5,000 clients and acquaintances, each of the firm's 28 attorneys offered holiday gift suggestions ranging from chocolates to motorcycles. The suggestions were accompanied by photos and biographical information about the lawyers.

"Traditionally, legal marketing focuses on how brilliant the attorneys are," Parsinen Kaplan marketing director Mary Kay Ziniewicz told the Minneapolis "Star Tribune." "But the marketplace is saturated with the best and the brightest. What we need to do to differentiate ourselves is to humanize ourselves." According to Ziniewicz, research shows that people often choose their lawyers on the basis of personality.

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