Guerilla Marketing In The Internet
Source: INTERNET WIRE
Publication date: 2002-08-13
New Identities' approach began with an enormous effort
to "clean up" the company's online reputation.
The campaign was based on finding ways to inspire people
to put positive messages on those message boards. It
was a step that could have been avoided though-if the
cruise line had focused on its online image sooner.
Information tends to spread like wildfire online, which
is why Bock feels it is essential for companies to have
a stake in what people are saying about them. The right
pinpoint direct marketing plan can be a very effective
way to do that-not only can it protect a valued reputation,
but it can also help to generate significant new business.
Knowing exactly what people are looking for online empowers
New Identities to make smart use of all sorts of marketing
tools. Bock says the agency's grasp of existing Internet
activity also lets New Identities give potential clients
remarkably accurate assessments of their likely return
on investment at the outset of Web marketing projects.
The New Identities team pools a wide range of expertise
into intelligent, integrated programs. Their bag of
tricks includes behavioral advertising, Network &
Cable TV advertising, direct mail, print ads, newsgroup
postings, email newsletters, e-press releases, dynamic
content, online infomercials, pop-under ads, interactive
screensavers, downloadable tools, and more.
For KO Electric Fiber & Data, for instance, they
put together an authoritative guide on the type of services
KO provides. Then, using a variety of media-including
broadcast fax, direct mail, public relations, email,
websites, user groups, and chat rooms-they saturated
the market, positioning KO as an expert in the field.
Often, it makes sense to involve celebrities in promoting
products. For example, with the proper set-up, a few
well-placed phone calls could get some top TV, movie,
and music stars on the guest list at a client's product
Photos and video of the celebrities enjoying the products
(shot by professionals at the party) can spruce up the
client website, while ushering in all sorts of free
publicity. In addition to standard news coverage, an
executive or two might win a spot as a guest on a radio
talk show to tell a funny celebrity anecdote from the
party. Even better, that same high-quality video of
stars at the launch party could end up on a prime-time
TV show like Entertainment Tonight-generating the kind
of excitement money just can't buy.
Just as TV can affect Internet marketing, the Internet
is permanently changing older media like TV, too. Greenfield
cites a statistic that this year 20-25% of those responding
to TV ads featuring a toll-free phone number checked
for the product online before picking up the phone.
"We expect that number to rise to fifty percent
by 2007," says Greenfield. "People are convinced
there's magic in there. They think the Internet holds
some secret they can find, like discounts." This
means companies advertising on television will risk
losing half of their new customers to Internet-savvy
competitors if they don't have strong control of their
Bock points out that used properly, the Internet can
even play a huge role in market research, giving companies
the equivalent of massive, instant focus groups. Testing
the appeal of different marketing messages used to require
months of expensive research. "Now you can put
the different test messages side by side on the Internet,
and track instantaneous results," he explains.
Bock believes that the more executives at client firms
understand about Internet culture, the more likely they
are to make successful decisions, so he encourages them
to get training, and to use the Internet extensively
for things like banking, email, personal sites, research,
shopping and more. "We are not examining a mature
business model," he says, "so the people with
a feel for the culture have a major advantage. The best
way to get that is to immerse the decision-makers in
Creating New Identities: Consultant Jim Bock
Internet traffic, marketing, and branding consultant
Jim Bock leads pinpoint direct marketing, customer relationship
management (CRM) and direct-to-consumer (DTC) programs
that achieve remarkable results for an array of top
firms like Hershey Foods, Forest Laboratories, and Samsung
He came to New Identities after 13 years on Wall Street
and five years running The WIT Agency. The techniques
he develops benefit from his mastery of business intricacies
such as process analysis and return-on-investment (ROI).
He has been involved in over $100 million worth of financings
during his years at investment banking consultant HDV
At the WIT Agency, Bock headed the company's relationship
with Hershey Foods. Among his many successes with Hershey
was the analysis of all Hershey Chocolate sites, addressing
usability, site organization, and search engine rankings.
He also handled Hershey's launch of the first Hershey
product that also had an Internet launch-Jolly Rancher
In addition to Bock's experience, New Identities clients
also benefit from his obvious zeal. Richard Vezzosi,
president of HDV Holdings International says that Bock
possesses "the finesse of a prima ballerina, the
strategy of Alexander the Great, the political savvy
of President Clinton, the kindness of Mother Theresa
and the tenacity of a pit bull." Dick Anderson,
former creative director/group manager at McCann-Erickson
(who handled the Coke campaign) says: "In a time
that seems to serve up a lot of soft drinks without
fizz, Jim Bock is the real thing."
In a letter to Bock; Tom Bugg, Hershey Foods, Marketing
manager writes "WIT can effectively identify a
target audience and deliver on the target's expectation.
" "…was very committed to this process, as
they have been with all of our Hershey's projects, well
beyond just performing the work they were asked or paid
to do." "...has proven to be an effective
Internet partner and the company consistently delivers
quality products and innovative content."
In another letter to Bock while running WIT; Matthew
Warburton, Senior Product Manager of Forest Laboratories,
says "...contributions have greatly enhanced Forest's
ability to use the Internet for more sophisticated marketing
and corporate communications, as well as dramatically
improved efficiency of the company's internal operations."
In a reference letter from his former business partner,
Margaret Irish, after six months of running The WIT
Agency says: "Beyond the considerable financial
improvements, Mr. Bock's contributions include revamping
the corporate structure, adopting a new accounting system,
hiring and training our staff, adding transparency to
client billing and fees, and in general organizing and
scripting our business process."
KO Electric Fiber & Data's Stocus says that in the
end, it's that above-and-beyond quality that she likes
most about Bock. "He lives, he breathes it, and
he's thrilled by the chase," she says. He gets
very excited about his work. That makes for a very high-quality
product. That's why I have recommended him to some other
people I know, and that's why they are very, very grateful."
Publication date: 2002-08-13
© 2002 YellowBrix,