|
|
|
Are Your Business Emails Legal? (Part 1)
You do business online right? If you do any marketing or commercial communication via email, then you are intimately aware of the CAN SPAM Act of 2004. If you’re not familiar with it, get a brief overview at: ...
Blogging = The Latest Phenomena in Traffic Generation
In what was originally a form of online journal keeping by stay-at-home moms and college students, it has now become a national phenomenon with its presence felt as a legitimate business booster. For the novices, blogs are online journals that...
Link building strategies
Well, an effective link building strategy is not building some 50-100 back links with sites with 'X' PR. It is more of getting links from the informative websites that is visited often by the people who could be your future customers. In broad sense...
The Tale of Mr Newbie and The Truth About Total Failure
The Tale of Mr Newbie and The Truth About Total Failure If you are new to Internet marketing and your web business makes no money, or worse still a loss, you needn't worry about looking a fool - chances are nobody will ever know! Explain? Well,...
Top 6 Reasons for having a RSS feed - Come and explore the possibilities!
Getting traffic to your website can be hard. No one just randomly types in "makelotsofmoneyonlinequicklyandfromhome.com" and with this market slowly being filled in, it is hard to get a good rank on Google, Yahoo, MSN, Ask, and all the other...
|
|
| |
|
|
|
|
|
|
Case Study on adultshop.com
Marketing Case Study
(Extracted from How Asia Advertises by Jim Aitchison)
Applying A New Discipline
The Problem:
Adultshop.com is an online retailer of adult products. Its mission was to recognized as a global leader in adult product distribution. The challenge was to launch a completely new brand in a controversial category.
As the first publicly traded adult product company in Australia , Adultshop.com required investment support for its business model prior to international expansion. However, mainstream consumer, investor and media groups did not openly accept the category. The business was heavily biased towards males, the competition intense and cluttered, products were sold on price and promotion, and advertising was dominated by small space print ads.
The Strategy:
The client's marketing strategy targeted current user groups, hoping to build market share by focusing on promotional offers in the key product area of videos. It was assumed that advertising would run in adult magazines using sexually provocative images typical of the category.
The agency recommended pursuing an untapped market opportunity. While most people felt uncomfortable walking into a sex shop, it argued, the anonymity of the Internet and a user-friendly site would break down the barriers and encourage a broader audience to purchase adult products. Women, in particularly, had never been addressed by the category. In fact, Adultshop.com could create a new category by becoming the first adult company to directly target a mainstream audience and leverage the non-threatening online environment to create a brand with mainstream positioning. The Adultshop.com website would become a totally acceptable place to shop, and appeal to both men and women.
The question was, could an adult shop become a successful, credible mainstream brand simply by acting like one?
The Adultshop.com proposition was developed to appeal to all adults 18 – 49 years of age. The company was
restructured. Adultshop.com became the company's umbrella brand, user-friendly, non-pornographic website, able to command price premiums, drive innovation and build investor support. An unbranded subsidiary business serviced the heavy user group.
Brand identity began with a custom-designed signature font and a 3D animated logo. Humour replaced sexually explicit images. Adultshop.com print ads splashed witty text messages on distinctive purple backgrounds that intrigued rather than intimidated. Media placements broke new ground, blanketing city streets with supersites, transit shelter posters and bus ads. The open, fun tonality dispelled the negatives surrounding adult product marketing. Adultshop.com became the first brand in the category to have its advertising accepted by mainstream media.
As a result of broad consumer acceptance, Adultshop.com pioneered online shopping partnerships, site integration and content sharing. And while mainstream consumers embraced the campaign wit, a cult following carried the logo into tattoo shops. Brand building continued with nightclub sponsorships, event marketing, ambient media, radio, direct response ads and even in recruitment advertising.
The Result
Despite no pornographic content, Adultshop.com has become the number one adult site in Australia and one of the top 10 e-tailing sites in the country. 30% of all customers are females, vis-à-vis the 5% norm for the category. Female products outsell male products 2 to 1.
Banner click-through rates of 12% are five times the industry average.
The site has registered consistent sales revenue growth; a sale campaign generated 120% sales increase.
Following its launch, Adultshop.com became the best performing dot.com stock and is on target to turn a profit. International expansion is underway with lives sites in the US and Germany .
http://www.edux.com.sg/newsletter/newsletter.html
About the Author
A web design,development,hosting and internet marketing firm
|
|
|
|
|
|