Subject: Where the Rich Are

From: Chief Marketer <[email-masked]>
Date: Tue, 01 Mar 2005 13:10:05 -0600

March 1, 2005 | A PRIMEDIA Property |

Table of Contents
Online: Where the Rich Are
E-mail: Playing by "the Rules"
Demographic Marketing: Creativity Substitutes for Data in the Gay Market
Advertising: Big Gains Expected for Web, Spanish-Language TV Spending
Management: Accountability Counts
Online: Video Ads Get Response
No Comment: There Really Is No Such Thing as Bad Publicity

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This Week's Stories
Online: Where the Rich Are
PROMO XTRA
Marketers targeting an upscale audience would be wise to advertise travel, financial, and entertainment-related Websites, according to data from Nielsen/NetRatings.

Internet users with household income of more than $150,000 have a preference for travel sites. Men visited more financial sites while women chose to surf entertainment sites.

The Nielsen/NetRating report found that the sites capturing the largest percentage of men in this group were Fidelity Investments, Sabre Travel Network, CBS MarketWatch, United Airlines, and American Airlines. Top sites for women were AOL Travel, Moviefone, AOL Living, Expedia, and AOL Entertainment.

To read more, visit PROMO.

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E-mail: Playing by "the Rules"
By Keith Wardell
LIST AND DATA STRATEGIES FOR THE MULTICHANNEL MERCHANT
Every single one of your marketing communications and campaigns--including e-mails--should be assigned a very specific objective: sales, education, relationship-building, customer service, what-have-you. Only once you've determined the objective for each campaign can you assign "the rules" to each.

Developing the rules of your campaign will enable you to match the right products to each customer. Online marketers have tested hundreds of rules that have potential for e-mail applications. These rules have three common elements:

* a method for segmenting customers (such as by brand, by subcategory, by product affinity, and by products purchased);

* criteria for classifying customers (latest product purchased, average order value);

* selecting the appropriate products (best-sellers, for instance, or new products).

For examples of the rules in action, visit CATALOG AGE.

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Demographic Marketing: Creativity Substitutes for Data in the Gay Market
Marketing to the lesbian, gay, bisexual, and transgender (LGBT) community isn't as difficult as quantifying the market. That was one conclusion you could draw from the Reaching Out conference held in February by students at Harvard Business School, MIT Sloan School of Management, and Yale School of Management.

During a panel discussion, Gary Osifchin, a brand manager at SC Johnson, talked about the difficulty in finding substantial market data about the audience. "You don't have the typical data that you have for other targets," Osifchin said, according to Julia Hanna's article on the conference for Harvard Business School's Working Knowledge Website ( hbswk.hbs.edu). "I know that in Glade aerosols I have a $2.2 million share gap opportunity among the Hispanic population of air freshener buyers and a $2.8 million opportunity among African American consumers. I can take numbers like that to management."

Some creative thinking can help marketers work around the lack of hard numbers, said Matt Tumminello, president of the public relations and marketing firm Target Ten. He cited the example of Tylenol P.M. Travel and an urban environment are among the top causes of sleeplessness, he explained, and members of the LGBT community are more likely to travel and live in cities than is the population at large.

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Advertising: Big Gains Expected for Web, Spanish-Language TV Spending
TNS Media Intelligence is projecting a 5.1% increase in annual advertising expenditures this year, to $150.5 billion. But some media will likely enjoy even larger year-over-year gains.

Internet advertising is expected to be the big winner, with TNS projecting 11.2% growth. Not far behind are advertising on Spanish-language TV (9.4% projected growth) and on cable-network TV (9.3%).

Among the advertising media expected to have less significant growth are spot TV (up a scant 0.6% from last year), b-to-b magazines (1.5%), and network TV (2.9%).

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Management: Accountability Counts
If you're feeling increasing pressure to quantify the effectiveness of your marketing strategies, you're not alone: Accountability is the number-one concern of senior-level marketing executives, according to a survey by the Association of National Advertisers (ANA).

Of the 111 executives surveyed, 55% ranked accountability as their most pressing issue. Building strong brand franchises was the second most important issue, followed by integrated marketing.

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Online: Video Ads Get Response
What's the number-one reason Internet users don't watch online video content? Because they don't know that the video--be it news clips, movie trailers, sports highlights, or promotions--is there, according to a study of nearly 29,000 Web users conducted by the Online Publishers Associations and Frank N. Magid Associates.

Once they do know that a site features video content, however, Web visitors are likely to watch it. And when the content is advertising, viewers respond. Seventy percent of respondents said that they had seen at least one online video ad; of those viewers, 34% had checked out a Website, 15% had requested information, 14% had visited a store, 9% had made a purchase, and 3% had bought a subscription.

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No Comment: There Really Is No Such Thing as Bad Publicity
If you've read a gossip column or tabloid rag during the past week or so, you no doubt know that socialite-cum-reality-TV star Paris Hilton lost her T-Mobile Sidekick recently. Whoever found/swiped the handheld device hacked into it, posting phone numbers, photos, and messages stored on it onto the Web.

You might think the incident would have made consumers wary of the device. Well, think again. According to the New York "Post," sales have surged, at least in the New York area.

"Marketing experts say T-Mobile, far from being embarrassed, should spoof the incident," wrote reporter Holly M. Sanders. "'If they actually pushed it and did something with Paris not unlike Chicken of the Sea did with Jessica Simpson, that could work for them,' said David Carlson, co-chief executive of Heavy, a New York-based media company. On her reality show, "Newlyweds," Simpson famously asked whether Chicken of the Sea was tuna or chicken.

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