Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jun 14, 2000
Interview Reaches Female Consumers Through 100% Online Marketing

SUMMARY: No summary available.
THE OFFERING: is a one-stop resource enabling consumers to lower their ongoing monthly expenses and the cost of daily living. Offerings include rate comparison tools for loans, insurance, credit cards, Internet access, telephone, and home utilities; plus tools for selecting local telephone, satellite, and cable will be added shortly.

WEB STRATEGY: CEO Matt Coffin finds the best way to reach women online is through "contextual marketing," that is tapping into those times when women are in a value-seeking mode or thinking about finances. Examples include looking for discount coupons on the Web or during time spent in the women's areas on financial sites.

MARKETING MIX: Currently, all's efforts are focused online. They have placed banners and buttons on various female-oriented sites. Broadcast email has also garnered response rates as high as 4-5%. In solo mailings, using YesMail and MyPoints, "we've gotten as high as 8-9%," says Coffin. "We're selecting these based on both demographics and psycho-graphics."

Other results-producing media placements include, as a newsletter sponsor. Coffin says he's received a "pretty fantastic response."

Customer referrals help in a big way, too. encourages visitors to spread the word through its Tell-a-Friend page. According to Matt, nine out of the top ten "word-of-mouse" participants are women.

COST: "Our goal is to acquire customers at $50 a piece. We've been testing over the past 60-90 days so we've learned a lot. Eventually, we'll want to push that cost lower," says Coffin.

FUTURE MEDIA: Promotional plans include rolling out traditional broadcast spots over the next few months, although nothing is decided yet. With July print ads in American Baby magazine and other parenting titles, hopes to reach women before they log on with a destination in mind.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.