May 16, 2000
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MarketingToWebmarketers.com
Practical News & Tips for Marketing
to Web Marketers on the Internet
May 16, 2000 - Vol. I, Issue 1
** Please forward to your friends & colleagues. We depend
on you to grow our circulation!
1. NEWS: Cyveillance, Engage Media 2000,
Kana Communications
2. CASE STUDY: i-frontier, PFS New Media
3. EXCLUSIVE INTERVIEW: George Garrick Sees the Future,
and It Ain’t Pretty.
4. JOBS: Screaming Media, i-frontier
5. EVENTS: Insight 2000, June 18-21
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--Cyveillance Gets A Shot In The Marketing Arm
Arlington, Va.-based e-business intelligence provider
Cyveillance is gearing up for a major marketing blitz now
that it has secured $24.5 million in venture capital
financing led by ABS Capital Partners. Prodded for
detail, Cyveillance Director of Marketing Diane Perlman
didn’t want to leak competitive secrets, but the pumped-
up marketing campaign will include attending and hosting
more trade shows–-and expansion into the European market.
“Our philosophy has been to do things in a three-pronged
fashion – in print, in person and online,” she says.
http://www.cyveillance.com
--Tracking Trade Shows: Flycast at Engage Media 2000
Flycast client Ross Stapleton-Gray--director at
http://www.embassy.org, a D.C.-based resource site for
the foreign embassy community--checked out leg one of
Engage Technologies’ month-long, eight-date U.S. tour.
Engage, which provides profile-driven Internet marketing
services, evidently is taking some time assimilating its
January acquisitions, Flycast and Adsmart. Stapleton-
Gray reports that eight or nine company reps on hand
distinctly represented themselves as working under
different banners. Only about 20 curious folks showed up
for the show. Stapleton-Gray went to look for ways to
better understand how he could boost his “little site”
and add revenue. Right now, Embassy.org is seeing about
300,000-plus impressions a month and using Flycast and an
ad broker, DCORBIT.net. He found out Engage is using
Flycast for sites with at least 250,000 impressions,
while going after smaller sites as Engage to do cost-per-
click deals.
Stapleton-Gray tells us Flycast reps admitted to having a
tough time selling the Flycast Valet service, which puts
a logo on a business’ Web site that clicks through to a
generic shopping portal. Links to shopping more targeted
to specific business areas (affiliate marketing anyone?)
would work better, Stapleton-Gray suggests.
There also was talk at the show comparing Flycast to
DoubleClick and the bad privacy things that company did
with its Abacus purchase, but mostly it was five or six
presentations and out. “There was not as much
interaction as I would have expected,” Stapleton-Ross
says. “If there had been more people with Web sites like
mine, we could have put our heads together to figure out
how to get higher revenue from ads.”
http://www.engagemediasummit.com/
http://www.flycast.com
--Yea/Nay: Kana Communications
If you’re a Web marketer, do you want help from a
business developer that has trouble getting its message
across in its own ad copy? Redwood City, Calif.-based
Kana Communications’ recent snail-mailer offered an
expanse of white space only Ansel Adams could love. In
the lower right-hand corner of the card, the meat of the
message-–“Join us for a FREE Web seminar”-–was presented
in a font size no bigger than a bug on the Atkins Diet.
Flip the card over and you get some decent teasers for
the Webcasts (May 9, 1:30 p.m. EDT; May 11, 1:30 p.m.
EDT) on permission-based marketing. But nobody wants to
play “Where’s Waldo” with the Web site address (below).
Kana earns points for eschewing insufferable, flashy
graphics, but, please, don’t make readers scan for what
they want-–the 5 Ws. On promo mailers, bigger is better.
http://www.kana.com/webinar-connect
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CASE STUDY: i-frontier, PFS New Media
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Author! Author! Or Slaving Over A Marketing Book Can Help
Your Business: i-frontier, PFS New Media
Writing a book helps your Web marketing business – it’s
that simple. Writing the book is not. But it’s
definitely worth the time and effort, says Brad Aronson,
founder and president of Philadelphia-based Internet
advertising firm i-frontier. Deirdre Breakenridge, VP of
corporate communications at PFS New Media, agrees.
Aronson last year co-authored-–with Robbin Zeff of the
Zeff Group-–“Advertising on the Internet,” now in its
second printing for publisher John Wiley and Sons.
Breakenridge is finishing up a book on cyber-branding due
in the fall for Prentice Hall, home of books by PFS New
Media CEO Jason Miletsky and President Dennis Chominsky.
Publishing Deals: Luck plays a part. So does big demand
for all things Internet. Aronson was speaking at a
conference and Zeff was in the audience. She already had
a deal with John Wiley and Sons and asked if he wanted to
do the book with her. Breakenridge teamed up with
Prentice via her PFS colleagues. “I landed right on it
because my partners were involved with Prentice,”
Breakenridge said. “Prentice saw the need. All I had to
do is say, ‘I want to write a cyber-branding book’ and
they said, Go.”
The Long Of It: Both authors talk of the sacrifice. “I
have a full-time job plus demanding deadlines from the
publisher,” Aronson said. “You have to be committed to
spend a lot of time. It took maybe two to four months.
Work all day, write all night.”
“It’s an arduous task,” agrees Breakenridge. “It’s
exciting, but it’s a long process-–you lose a lot of
sleep thinking about it and doing it.”
The Payoff: Panache, prestige, power! Writing a book
makes you look like the expert you are. “Just for the
sheer fact that you have a book to put on a conference
room table-–it says, I wrote the book on this,” says
Breakenridge.
PFS New Media gives plenty of the books away, but
Prentice Hall markets them to the public as well, in
stores and at Web sites such as Amazon.com. Neither
Breakenridge nor Aronson could quantify the impact on
company sales, but both agree that literature has been a
big success. “It’s a tool, “Aronson said. “It’s paid for
itself many times over in new business.”
Tip: Aronson advises to remember to demand the book
include a bio on the author, to help your customers
identify you with the book.
Bonus Points: “It really makes your grandparents happy,
too,” he says.
http://www.ifrontier.com/
http://www.pfsnewmedia.com/
http://www.zeffgroup.com/
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EXCLUSIVE INTERVIEW: George Garrick
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--George Garrick On The Big Web Shakeout and
Angara E-Commerce Services
George Garrick, former chairman, CEO and president of
Flycast Communications, left the firm he carried to great
heights soon after CMGI sold the company in January to
Engage Technologies. Under Garrick’s leadership, the
Internet direct-response advertising services firm went
public and fetched $2.4 billion from CMGI. But following
the sale to Engage, Garrick had little inclination to
give up command of the ship.
“Once you’re a CEO, you like being a CEO,” he told us.
“I don’t want to be reporting to anybody. I want to be
executing my own vision.” Sitting on “six or seven”
boards, and looking for a new company to drive, Garrick
took time out of a recent morning to talk to us about
what he sees in the imploding Web world.
Q: What do you see as important trends developing for
marketers who sell to Web marketers?
A: Reality and the first level of maturity are setting
in. A year ago, nobody had a lot of data. Now, a lot of
people are disappointed in the results they’re getting.
The margins at e-commerce sites are getting squeezed.
Affiliate deals with the portals are being re-evaluated.
[Dot.coms] will destruct. There’ll be a big shaking out.
It’s been a honeymoon, but nobody’s had to pay the piper.
Q: So what does that mean to firms offering marketing
services to online companies?
A: I think it’s going to require that service offerings
produce measurable results. Angara is a marketing
services company [Garrick sits on the board]. We’re not
focusing on a lot of glitz. We’re focusing on hard,
bottom-line results and hard metrics. You can’t just
ignore the legacy world, the offline world. It’s a real
crowded space. There are still new companies coming out.
There’s like four or five of these new companies.
Q: They’re going after a diminishing pie. What are some
specific things marketers to Web marketers must do to be
successful?
A: They can look at delivering 500 million ads a month,
but delivering 5 billion requires a lot more. When you
want to get up to big numbers, you can’t just use word of
mouth. You have to go to trade shows, spend more money
on your marketing budget. You reach a choke point. They
all are saying they’ve got something unique, but they’re
knock-offs of each other. That whole space will see a
shaking out. And the off-line research companies haven’t
come in yet.
(Garrick then said he sees room for three independent
companies to dominate this space, but “the distance from
third to fourth will be a huge drop-off.”)
Q: So what do the companies need to do to make the leap
up in ad sales?
A: I always smile when a company comes along and says
they’ve got a million consumers signed up. Anyone can do
that. [To make a big leap] you need a big sales force,
business development groups, conference and trade shows
and a big marketing and PR budget. You can’t look at how
much you spend on marketing as a percentage of revenues
when they’re very small, and expect to hold that when
they get 10 times bigger. At some point, you have to
spend huge advertising budgets. You also have to start
putting in multiple servers (because volume degrades
performance). You have an industry emerging because of
technology. They start a company to offer a solution to
that industry, but what do they know about that industry?
That’s the risk-–not knowing what’s coming.
http://www.flycast.com/
http://www.angara.com/html/index.html
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JOBS: Internet Business Developers
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--Screaming Media: Channel Manager
Location: New York, London. Work in conjunction with
direct sales, business development and marketing to
develop/manage relationships with multiple channel
partners. Leverage relationships with channel partners to
generate additional sales opportunities for the direct
sales team. This is an opportunity for someone with
experience in Internet services, alliance management or
business development to join an aggressive, winning team.
Req. 3-5+ years experience in Internet services, alliance
management and/or business development. BA/BS required.
Willing to travel on a limited basis. Existing contact
database and/or MBA a plus. careers@screamingmedia.com
--i-frontier: New Business Development
We need someone who has experience selling Interactive
projects. New business-person would work with President
of the company and senior management to develop
relationships with companies who need an Internet
advertising agency. Good presentation and proposal
writing skills are mandatory. Almost all of our new
business pitches involve working with companies that have
been referred by current clients or that call us to
request a proposal. jobs@i-frontier.com
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EVENTS:
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--Insight 2000
June 18-21, 2000 in San Francisco
Larry Kramer, CEO/Chairman, CBS MarketWatch.com
John Loiacono, Chief Marketing Officer, Sun Microsystems
Michael Tchong, Editor, President & CEO, ICONOCAST
Matt Cutler, Co-Founder and CEIO, NetGenesis
Peter Adams, CEO, Primary Knowledge
http://www.doubleclick.net/insight2000
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