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Nov 09, 2000
Article Targets Lads Who Hate Shopping with Print Media Ads... and Free Beer!

SUMMARY: No summary available., as the name suggests, is an e-tail site for those men (we know a few) who just haven’t got a clue when it comes to buying presents for the women in their life. Yeah, yeah, we know, it’s not very PC (especially the “birds” part) but we love the concept, and we’re pretty sure it’s given them a head start PR-wise. Uh huh, says marketer Clare McKenna, “we’ve been featured in national newspapers, such as the Times and the Observer, as well as more specialist magazines – Internet titles and student publications. We have also been voted site of the week and/or been given a mention by numerous companies on-line.”

But you can’t rely entirely on PR, even with a controversial domain name – what is doing in the way of marketing? Well, by the sound of it, they’re concentrating very much on print advertising to reach their target audience of inspirationally-challenged males. “Obviously in the run up to Christmas (and Valentine's Day!), advertising is very important to us,” says Clare. “We are advertising through men's lifestyle publications, such as FHM, and a variety of other magazines, large and small - such as the easyJet in flight magazine. So far, feedback from site visitors and shoppers has been positive and most encouraging, and we have received orders from women too, which we are delighted about!”

Some chaps we know shop at the last minute, buying the first thing they can lay their hands on. Are there any plans afoot to encourage blokes like this to get online and make more informed shopping decisions? Yes, says Clare – “we’re just about to launch a free beer campaign, where one lucky visitor can win a case of beer each week.” Free beer? That’s bound to go down well with the lads!
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