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Free Online SEO Tools
For anyone wanting to do a bit of their own Search Engine Optimisation, there is an abundance of free online SEO tools available on the internet. Most of them provide some pretty impressive statistics and information to help you optimise your...
How to Acquire Free Web Site Promotion
You have finished making your own website. You have introduced
your company and presented your products and services. You have
added propositions and promos to catch your target audience's
attention. You have achieved the dos and don'ts of...
How To Get Attention, or: 'As You Read This, You Feel an Irresistible Urge to Go On Reading!'
We all want attention. As children we crave the attention of our parents. Later in life, we want to be seen and noticed by friends and lovers. And when running most any type of business, we must attract the attention of our potential customers.
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Is your Affiliate Network up to scratch? Put them through a 30 pt. checklist.
Copyright 2005 Michael Lever
Isn't it time you put your Affiliate Network under the microscope?
This guide will greatly assist you when deciding which Affiliate Network to join should you not yet belong to any.
Features and benefits checklist...
The Only Visitor That Counts Is A Repeat Visitor
"Get 5000 Visitors In The Next 30 Days-->Guaranteed!" You've seen headlines like this one. Perhaps you've even purchase the HIT GENERATION service in the hope that it might sky-rocket your online business success. These days-->with the...
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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
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