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Guerilla Marketing In The Internet Age
  Guerilla Marketing In The Internet Age  
  Guerilla Marketing In The Internet Age  

Guerilla Marketing In The Internet Age
Publication date: 2002-08-13

EXAMPLE: A hypothetical chocolate manufacturer produces chocolate chips and promotes them on a website under the company name Mighty Sweet Inc.
Using Pin Point Direct Marketing methods, New Identities may find that the community of users of those chocolate chips is not looking up "mighty sweet" as a search term.
One component of "Pinpoint Direct Marketing™" is to create a series of web sites to appeal to each user community (which can then drive traffic to through content, testimonials, endorsements and links).

In this example:

Recent queries to databases have startling revelations.
Did you know that currently, more than 35,000 people per day are searching for "baby names", as opposed to 12 months ago only 2000 people per day were searching for the same term?
What is more startling is that there are only 57 web sites listed in Yahoo that come up for the term "baby names".
What is more interesting is that there are approximately 2000 people per day searching for "baby boy names" and another 2000 searching for "baby boy names" and there are NO sites indexed by Yahoo for either of these terms [Yahoo accounts for approximately 40% of all Internet search engine traffic-when Google logo appears on Yahoo search results page; it indicates that no sites for search term are indexed in Yahoo]. The implications of all this are astounding.

Just think of the Marketing, branding and manufacturing data suddenly available for clothing manufacturers.

Until recently expensive focus groups and consulting companies over a three to six month period were necessary to achieve what can be accomplished in a few hours with today's technologies.

What they are doing, is taking the public's temperature. If you know what to target and how to target you can invest a fraction of your previous marketing dollars and experience one of those rare Guerilla Marketing opportunities.

Throw in user group postings, online press releases, email recipe club, recipe screen savers and a direct mail campaign to targeted visitors and you've hit a home run; viral marketing at it's best-marketing direct to your customers.

"Pinpoint Direct Marketing™" aims to encourage potential customers to use the Internet in the way it's most effective: as a dynamic and vast information resource. By working with search engines, community building, and viral marketing, New Identities' "Pinpoint Direct Marketing™" delivers Web surfers the client's pitch after they have done some research and are ready to make a purchase.

Big Results for Drug Maker
One of Bock's partners, Jeff Greenfield, explains how this approach made a huge difference in pharmaceutical giant Forest Laboratories' marketing of Celexa, a prescription anti-depressant whose sales had plateaued at $800 million.
"It's like Forest had been assuming that people would see their ads and say to themselves 'I'm depressed, I should be using this drug' and then go online to But that's not normally how the Internet works."

Greenfield states, "The real power of the Internet is in people actually looking for information. You can look at the numbers and see that a lot more people are going online to learn about depression than any specific treatments."

New Identities developed a strategy for Forest that targeted people who were already searching for more information about depression, rather than the excessively broad (and expensive) TV-viewing and Web-surfing audiences they had courted previously. Bock started with a rigorous evaluation the depression community including a focus group-arranged through a third party-which demonstrated that 45% of new depression medication patients research online prior to getting a prescription.

Focusing on that group of Web researchers, determined the terms searched most often and drove traffic to the website through such terms as teen depression, clinical depression, medical side effects, etc. The strategy included creating sites, like, to encourage readers to learn more about depression, with links to the product site where appropriate. The Celexa site was constructed to dynamically generate content tailored to the referring site.

"In the end," says Greenfield, "this approach ends up getting people to only when they are ready for that. Sure, you could have a pop-up ad connecting to the site for people that search for information about depression, but it wouldn't be as effective. That person isn't interested in learning about products yet-they want to research the condition first. Our approach encourages them to do that."

To add value to the Celexa site, New Identities developed tools for patients. A prescription reminder reminds individuals when they should take their medicine. The "Action Tracker" encourages people to track activities that increase the likelihood of successful treatment success, like exercising regularly and eating well-balanced meals.

The results for Forest were dramatic!

The average number of monthly visitors climbed from around 21,000 to over 600,000, drug sales increased 20% over the following 12 months, even while Forest Laboratories' average monthly investment into promotion dipped to just 10% of what it had been previously. "At the same time," says Greenfield, "Celexa became the hot new drug. The online marketing had a lot to do with that."

In a letter to Bock, Forest Laboratories Senior Product Manager Matthew Warburton says the work "enabled Forest to surge ahead in its utilization of the Internet for e-business solutions and make dramatic strides in its direct to consumer online marketing program."

At Risk Online Every Day: Brands
As more and more people use the Internet in the purchase process, an unsophisticated approach to the Web could start costing businesses a lot more than missed opportunities. A cruise line once approached New Identities eager to improve their online presence. Even though the company was regularly flooded with letters, cards, and e-mails from very satisfied customers, New Identities found that for some reason when the company came up on popular online message boards about travel, most of the postings were negative. New Identities' research also found that online cruise shoppers often visited these message boards before making a purchase decision.

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