How Tupperware got heir online makeover

There are few products less associated with the New Economy than Tupperware (TUP, info). It’s not e-enabled or technology-enhanced, and its usage relies on the assumption that people actually still cook meals at home where leftovers don’t just go back in the take-out container in which the meal was delivered.

But Orlando, Florida-based Tupperware has taken its famous party online as part of the firm’s first advertising effort in decades. The new campaign, called Integrated Direct Access, includes banner ads, 30-second flash spots, partnerships with America Online (AOL, info) and iVillage (IVIL, info), as well as mall kiosks and a presence on TV home-shopping networks. These efforts all represent a move to get tech-savvy Tupperware fans to continue buying from home but in a different format from the parties frequented by their mothers.…

How to run B-to-B online promotion

Business-to-business: It’s not the sexiest segment of the New Economy. And true to its nature, B-to-Bs’ advertising strategies are a lot more pedestrian than those of its wild-and-woolly consumer-oriented e-commerce cousins. Business-to-consumer dot-coms debate whether to work with one or multiple agencies to create a big brand boom. But the main question for business-to-business dot-coms is rather more mundane. It revolves around when and how their ad campaigns should introduce targeted, narrower messages and when to launch broad, branding themes.

B-to-B dot-coms generally need to explain their products to customers more extensively than do consumer dot-coms. At the same time, they need to create broad, accessible messages. This makes their marketing job all the more difficult since they’re on the same tight time frames as consumer-based businesses. B-to-B advertisers need to create tactical messages to attract new customers, but they …

What is the online brand and how to create one

What is a brand? The word is ubiquitous in the Net Economy. Catchphrases such as “brand strategy,” “brand identity,” and “brand equity” can be heard in every boardroom and dot-com incubator from Madison Avenue to Menlo Park. Everyone is intent on building brand. But what exactly is it?

“If a product is something that is produced to function and exist in reality,” says Philip Durbrow of Frankfurt Balkind, an international design firm based in San Francisco, “then a brand has meaning beyond functionality and exists in people’s minds.” Part art, part science, brand is the difference between a bottle of soda and a bottle of Coke, the intangible yet visceral impact of a person’s subjective experience with the product – the personal memories and cultural associations that orbit around it.…

Online gamers of Pogo

While most online advertisers are still searching for the perfect customer, some savvy companies have found an ideal audience among members of an unlikely demographic: online couch potatoes.

That’s right, Internet consumers who share the infamous character traits of their TV-watching counterparts: They’re passive, unprovoked by commercial breaks, and in search of entertainment especially games. Indeed, online gamers spend hours staring at computer screens, waiting, say, for an opponent’s next chess move. In the interim, many are motivated from boredom if nothing else to click on banner ads.

“The Web is mostly a utilitarian, functional, purposeful experience,” says Erick Hachenburg, president and CEO of pogo.com, a gaming site where the average user spends 45 minutes at a stretch playing Java versions of word puzzles and classic games such as hearts and checkers. “Most Web users are trying to get something …

How The Knot became the most popular nuptial-planning website

Peter Ginsberg and Melanie Nelson didn’t drive themselves crazy planning their wedding. Instead, they left the details of their big day to thousands of total strangers.

Those strangers were participants in an NBC Today show segment called “Today Ties the Knot,” and Ginsberg and Nelson were among 1,000 couples vying to receive an all-expense-paid wedding on the special.

The segment was part of a three-month joint effort between NBC and wedding destination site, The Knot, and during the contest’s run, an average 125,000 users logged on to The Knot site weekly to choose the pair’s wedding rings, clothes, reception menu, bride’s hairstyle, even their honeymoon location. The drama culminated in the Ginsberg/Nelson ceremony, broadcast live on September 6 from New York’s Rockefeller Plaza to Today‘s six million viewers.…