Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Tech

Molly K. Parsley (parsley_at_cybernautics.com)
Thu, 22 Jan 1998 17:16:53 -0700

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>It seems to make no sense to decide the site needed to succeed by

>getting women online. It's like saying Estee Lauder should give away

>television sets, so that more women could see its ads.

[*snip*]

Danny,

I agree that this method is backwards. But it is/was your basic
women's commerce site statement that had a goal to get women active on
the net. The Avon website (http://www.avon.com) is one of my accounts
and the goal has been to increase visibility online rather than recruit
offline "potential visitors". The difference between the two sites was
that it was not Avon's goal to get online users to locate an Avon Lady
such that Clinique wanted to drive traffic to stores, rather Avon's
audience could buy cosmetics on the site.

It was skeptical at first because they were worried that monitors would
show different colors for the makeup. However, they have a huge line
of skin care such as the ANEW products which have become very popular.
We were able to make our campaign a success by promoting the fact that
"Avon was there first" by selling it's products online as well as
bringing attnetion to Avon's Women of Enterprise Awards, Global Women's
Circuit and the Breast Cancer Crusade.

Currently Avon is listed in the "Best Companies for Working mothers" in
Women's Wire at http://www.women.com/work/best/. Avon was also listed
as the "best commerce" site by Computer Magazine (Dec 15) which was
picked up by CNBC.

So, in other words, working with your online demographic proved to be
the way to go. I can't imagine how difficult it would be to target
offline customers for your website audience.

* *

* *

* USWeb Marin

Molly Parsley * Sausalito, CA

Online Marketing Specialist * ph: (415) 339-1019

parsley_at_cybernautics.com *
http://www.marin.usweb.com

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• Maybe in reply to: Danny Sullivan: "ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Tech"
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