Selected Online Marketing Program That Target Women

Marketing to Women: Addressing Women and Women's Sensibilities, April 2006 | Go to article overview

Selected Online Marketing Program That Target Women


Selected Online Marketing Programs That Target Women

ELLEgirl                           * An instant-win and sweepstakes
Deborah Burns                      online and cell phone promotion
Publisher                          using Mobot mobile technology ran in
1633 Broadway                      September 2005 targeting ELLEgirl's
New York, NY 10019                 teen readers. Advertisers included
Phone: 212-767-6681                Maybelline, Progressive auto
E-mail: dburns@hfmus.com           insurance, Neutrogena, Target,
                                   Billabong, Virgin Mobile, and
                                   Wal-Mart, among others.

                                   * Readers signed up online, then
                                   took photos of ads from "advertisers
                                   of the day" and sent them via cell
                                   phone to Mobot. They received text
                                   messages telling them whether they'd
                                   won. E-mails were sent reminding
                                   participants to play, and an
                                   in-magazine calendar showed the
                                   schedule of daily prizes and
                                   advertisers. Grand prize was a trip
                                   to London, and users were encouraged
                                   to enter as many times as they
                                   wished.

                                   * Participants played an average of
                                   22 times during the month-long
                                   promotion. Purchase intent for

                                   advertisers' products was 14
                                   percentage points higher among
                                   readers who participated in the
                                   promotion than among those who
                                   didn't, an advertiser recall rates
                                   were 15 points higher for
                                   participants than for
                                   non-participants. The magazine has
                                   also done similar programs for
                                   individual advertisers. "Every
                                   program we sell has an integrated
                                   online component. There's no such
                                   thing as a print-only ad page," says
                                   Burns.

                                   * The company is also looking into
                                   ways to combine the Mobot promotion
                                   vehicle with its digital edition--an
                                   electronic replica of the print
                                   edition that offers additional
                                   functionality such as clicking on an
                                   ad and being taken directly to the
                                   advertiser's website, or clicking on
                                   a fashion spread and linking to a
                                   behind-the-scenes look at the shoot.
                                   (Mobot, Lauren Bigelow, VP Marketing
                                   and Product Management, 49 Waltham
                                   St., Lexington, MA 02421; phone:
                                   781-734-0421; e-mail:
                                   lbigelow@mobot.com; website:
                                   http://www.mobot.com)

ePrize                             * The "It Bag A Day Giveaway"
Alesya Opelt                       promotion for Bluefly.com targets
Senior Director, Marketing         women age 25-45 with a daily online
One ePrize Way                     game offering a chance each day (for
Pleasant Ridge, MI 48069           45 days) to win a designer handbag. … 

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