Larry Weissman, LifeMinders.com, Phase2Media, eLoyalty.com, WebSideStory.com

MarketingToWebMarketers.com
Practical News & Tips for Marketing
to Web Marketers on the Internet
May 24, 2000 - Vol. I, Issue 2

Please forward to your friends & colleagues. We depend
on your kudos to grow our circulation!

1. NEWS: LifeMinders.com, eLoyalty.com, Tribeworks

2. CASE STUDY: WebSideStory.com Palm VII Giveaway

3. EXCLUSIVE INTERVIEW: Larry Weissman of
Paradigm Direct Marketing

4. JOBS: Flycast Communications

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---------
NEWS
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-> LifeMinders.com & Phase2Media Bring Offline
Advertisers to Online Space

Having already partnered for ads with PETsMART.com and
Homewarehouse.com, LifeMinders.com earlier this month
teamed with NYC Internet ad-sales and marketing firm
Phase2Media to serve offline advertisers.

Herndon, Va.-based LifeMinders.com (whose personalized
email reminders keep more than 13.5 million customers
aware of important dates) has been waiting for offline
advertisers “to take notice of low-cost distribution on
the Web,” says VP of Marketing Melissa Radin.

And LifeMinders.com isn’t just going after any old
offline company –- it wants the biggest (see its
BellSouth deal!). “Clearly, as companies like Wal-Mart
and Home Depot go online, you sort of look out there and
say, ‘These are marquee clients that we want to get,’”
Radin tells us. “You go through the wish list: What kind
of [bricks & mortar] company will eventually bring their
client base to the Internet?

“Our strategy is not to forget the dot-coms,” she says.
“We still think there will be tremendous advertising
sales to online companies. We see no evidence of online
companies that advertise cutting back. We just know we
have to do both.”

Radin’s Tips: “We find there is more relationship-
building with an offline company than with an online
company.” Chasing traditional, offline companies also
“changes the way your sales force works. While we
haven’t sponsored a golf tournament in the past, maybe
we should now. Where do those guys go?”
http://www.lifeminders.com

-> Most Politically Correct Web Site - eLoyalty.com

Remember those McDonalds ads in the 70s when the actors
were a carefully mixed balance of races? You gotta check
out eLoyalty.com's home page. Not a blonde in sight, but
lots of blacks and Asians. Plus their welcome headline
switches languages constantly, which makes sense given the
number of countries they say they do business in. Now if
they could only get that nasty "Loyalty Solution Flow-Chart"
off their "About Us" page. Reminds us far too much of
presentations in the dull, blue-suit meetings that were the
reason we left corporate America in the first place!
http://www.eloyaltyco.com/home.htm

-> Yea/Nay: Tribeworks' NYC Debut Party

San Francisco-based rich media and streaming technology
firm Tribeworks threw itself a little shindig May 17 to
celebrate its move to Manhattan. Drinks were free so we
deployed our party patrol officer to the scene.
Tribeworks called the event a "Scheming Media Party"
and held it at downtown, ultra-cool Velvet Restaurant and
Lounge. The place was packed with cool people (Yes
Courtney was there.) But company signage was hard to
see and there were so many people around the lone demo table,
many couldn't get near it even if they wanted to. And why
was sponsor Pulse Entertainment the only one to give away
party gifts (cute little cork coasters)? Tribeworks, it’s
your gig -– your name and message should have been
emblazoned on attendees' minds before they left. As it was
our attendee still isn't sure what you do for a living.
Ok, Enough. How can we say "nay" to such good free food
and fun people? Tribeworks, welcome to the East Coast.
http://www.tribeworks.com/

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CASE STUDY: WebSideStory.com
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-> WebSideStory.com’s Palm VII Giveaway: Slap Me Five!

San Diego-based WebSideStory.com makes a pretty enticing
offer with its new e-mail campaign, courtesy of WNG
Advertising in New York.

The Offering: WSS is pushing its HitBox Enterprise, which
helps companies with browser-based Web traffic tracking
management. Right up in the subject field of the e-mail,
this leaps out at you: “Real-time Web stats on your free
Palm VII.” Wow! Who wouldn’t want that? And you can track
your HitBox stats right on the Palm. Cool.

The Target: The company sent out “tens of thousands” of
e-mails to “marketing professionals and end users.” The
language in the campaign is to the point, clear and
concise. “There’s not a lot of tech talk in there, if
you notice,” says the spokesman. We agree.

The Premium: WSS ran six different, simultaneous e-mail
campaigns –- half of which gave away the Palm VII. The
company is in a quiet period, so we had a tough time
prying out metrics, but without giving any figures away,
the spokesman says, “The initial response is very good,”
particularly when the Palm VII is included.

One worry: We asked if putting the word “free” in the
subject field might have bucked up against corporate spam
filters, and this left our spokesman flustered. “I don’t
believe that came up,” he said. “We didn’t take that
into consideration.”

http://www.websidestory.com/
http://www.hitboxenterprise.com
http://www.wngadv.com/

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EXCLUSIVE INTERVIEW: Larry Weissman
---------
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-> Larry Weissman of Paradigm Direct Marketing on the
Interactive Transformation of a DM Agency

Larry Weissman, CEO of Paradigm Direct Marketing Inc. has
been flying around the country a lot lately, re-educating
direct-marketing clients, well, maybe not re-educating –
more like evangelizing. His gospel? Marketing on the Web.
Weissman has taken a traditional direct-marketing agency
and turned it into a company designed to serve Internet
marketers. For companies such as First USA Bank, Alamo
car rental, Crutchfield Corp., and Land’s End, Paradigm
provides interactive marketing, which includes media
planning, branding, content sponsorship programs, banner
advertising, and integration of back-end reporting
systems. Literally on the fly (at Logan Airport in
Boston), MarketingToWebMarketers.com caught up with
Weissman to talk about his business.

Q: How did the Internet focus develop?

A: I was working for a traditional direct-response
agency up to 1994, and that firm was resistant to
interactive media. I raised some venture capital and
formed Paradigm-Interactive in the summer of 1994. We
didn’t know what it was going to look like, but we felt
it was a way to speak to people on a one-to-one basis.
(The new company did traditional direct response) while
we figured out what was happening with the Internet.

The first e-mail I sent was down the hall, and I rushed
to my partner’s office and watched it come up on screen.
There was no graphical user interface at the time.

Q: Kind of like Alexander Graham Bell. How much of your
business is Internet marketing?

A: 70 to 80 percent of our revenue comes from doing
interactive marketing for direct response companies.

Q: How are you convincing traditional direct-marketing
clients to go to the Internet?

A: If it costs $60 to acquire a client, it better be $60
or below on the Internet or they’re not going to do it.
We developed metrics . . . how many e-mails, click
throughs, completed calls to action.

Q: Has this been an evolution?

A: I wish I could say we knew it all, but we figured it
out as we went along.

(Weissman then went on to describe how the company is
divided into four departments – for traditional list
response, interactive media, permission e-mail marketing
and alliances through strategic Web partnerships, such as
the First USA credit card deal it arranged on Yahoo!)

Q: How difficult has it been to re-educate direct-
marketing clients?

A: It’s still very challenging -- they have a trepidation
to get involved with something they don’t know. We try
to establish trust because they kind of follow us into
the river. We break down the Web into its direct-
response components –- how many people are going to
click, what it will cost to acquire clients on the Web.
Many direct-response firms have gone to the Web because
they are afraid of the competition -- We just preach that
it’s another way to reach your people.

Q: Is strategy fully formed?

A: There are going to be ways to develop a tighter
relationship through e-mail –- more than the phone.
People are tired of voice mail solicitation. With e-
mail, you get it when you want it. What I'm working on
is delivery on the promise of what I call, ‘What you
want, when you want it and where you want it.’
http://www.paradigm-interactive.com

----------
JOBS
----------
-> Flycast Communications: Group VP of Marketing

You will be responsible for all activities related to
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the development of products and services based on market
feedback and corporate communications. This person will
also be responsible for developing Engage Media
communications strategy through public relations,
customer communications and interaction with industry
analysts. Further responsibility includes direction of
day-to-day activities of staff of the marketing

Required Skills and Background: Minimum 15 years
experience and a demonstrated track record of
accomplishments in marketing communications and product
marketing disciplines. Online management of these
functions a plus. Must work effectively with others.
Must have strong interpersonal skills, maturity and good
judgment; demonstrates a positive can-do attitude; have
effective communication skills with a diverse range of
individuals. Is comfortable working in a complex,
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promotions/advertising. For full description, please
visit the link below:

http://www.flycast.com/about_us/index.cfm?sub=job&content=jobs#mrk-3064

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