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Industry: Email Alert RSS FeedCase Study: Dot-com drugstore discovers a route to parents via Clorox.(Brief Article)
Advertising Age, June, 2000 by beeler, amanda
More.com aimed for diaper bags instead of mailboxes as it delivered its marketing message to parents using 25,000 daycare centers and preschools nationwide.
As one of 19 advertisers in the Clorox Care Necessities mailer, the online drugstore reached 2 million parents during April. Elwell Associates, Dallas, has produced the Clorox Co. mailer annually for the past five years, reaching More.com's target demographic -- working women between 25 and 49.
More.com used Clorox's direct marketing program, at a cost of about $45,000, because it allowed the dot-com to deliver its message to parents, particularly mothers, in a relevant context, said Tim Hogan, More.com director of marketing. "We wanted to reach that audience and reach them in their role as...
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