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Article: Beyond the hard sell DRTV: from stigma to prominence, direct response television comes into its own.
- Article from:
- DM News
- Article date:
- September 17, 2007
- Author:
CopyrightCOPYRIGHT 2007 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Online marketplace uBid.com was largely unknown outside the Internet, and the company needed to mm more visitors into bidders and more bidders into buyers. But online behemoth eBay was a force to be reckoned with.
UBid was coincident that if it got its message out to more people it would win more business, and it was eager to promote its guaranteed, 100-percent fraud-free auctions as "a safer way to save."
So uBid hired SendTec, a search marketing firm in St. Petersburg, FL, to help it come up with a multichannel marketing game plan. The key objectives were to find new sources of bidders, and to find out where those ...