Marketing and Promotion

Own the Web, not the Web site, and build a lasting e-business with the right branding, marketing, visibility and promotion...

The problem:
- A new Web site is born every three minutes. How are users going to find yours?
- Many Web sites are good, but they do not attract the right users to achieve business objectives.
- Too many sites concentrate on only one type of visitor, ignoring potentially valuable audiences.

The solution:
- Web Zeit helps companies to build powerful brands, powerfully marketed online.
- Web Zeit helps companies to increase online visibility, attract a broader, larger Web audience.
- We create and implement cost-effective Web online advertising campaigns.
- Our clients include SmithKline Beecham, Deloitte Touche Tohmatsu, Pfizer, HarperCollins, the Association for Financial Professionals and others.

PEER-TO-PEER MARKETING

Peersuasion, our peer-to-peer online marketing platform leverages proprietary email and database technologies to facilitate a one-to-one dialogue between consumers on behalf of marketers.

Generating relevant brand experiences and producing measurable results...
For Equinox Sports Clubs, Diamond Trading Company, Dell and others, we have created revolutionary online marketing solutions enabling one-to-one consumer communication on behalf of marketers.

More on Peersuasion here.

BRANDING

On the Internet, competition is fierce; the playing field is level, global and constantly growing and shifting branding is vital. Web Zeit specializes in creating branding strategies that work for the digital economy and deploying smart brand-enhancing initiatives.

Building the online brand and achieving brand equity online...
For Forsyth Travel, a large travel agency, we worked with the client to develop an online brand that meets customer needs. We worked with the client to articulate and implement distinct positioning the within the hugely competitive online travel space, specifically focusing on Europe and rail travel. We also built a new company (and brand) for Forsyth Travel. HostelPass.com is an e-commerce site that sells hostel passes and other travel items, aimed primarily at young, student audiences.

Leveraging the offline brand online...
Offline brands are powerful assets in building successful e-businesses. But the online brand must be redefined, look and feel correctly articulated and messages carefully crafted to exploit the power of the offline brand on the Internet. For Deloitte Touche Tohmatsu, we are assessing the competition, drawing the blueprint and developing an online global financial services brand that appeals to clients and prospective clients, partners, potential employees and the media.

Building flexible umbrella brands and premium component brands within them...
Web Zeit has worked extensively with Pfizer to extend the corporate brand while maintaining and maximizing the company's better known consumer brands, including Visine, Bengay and Plax. Building the right brand includes strategic initiatives that deal with the rise of the Internet as a health resource and sales channel for consumer health and Rx products. Web Zeit worked with Pfizer on branding and e-commerce strategy as well as Internet and intranet development and online banner advertising.

Developing transnational and financial Internet brands...
Our Internet strategy for GlaxoSmithKline includes a brand building action plan for building a powerful global brand and lasting financial brand. Building the right online brand spans investor relations and media relations, as well as global thinking and initiatives, and using technology to build a network of country-specific Web sites and brands, targeted for widely divergent audiences, demographics and psychographics.

ONLINE MARKETING STRATEGY AND PLANNING

The right online marketing plan can increase qualified traffic to sites and firmly establish a lasting online brand and successful e-business.

Marketing Plan Dimensions:
- Objectives — Web and business strategy
- Current Web and offline advertising review
- Objectives
- Client review
- Audiences
- Top online advertising vehicles, ranked by affinity, CPM and traffic
- Banner and interstitial recommendations
- Creative
- Client review
- Specific phase I online media plan

VISIBILITY

We increase visibility and attract users to Web sites.

Web Zeit Visibility Initiatives:
- Structural realignment to assure greater visibility
- Benchmarking of effective models and tactics
- Step-by-step action plan for increased visibility
- Programming enhancements (titles, metatags, multiple title listings)
- Link generation
- Games, event-based marketing, give-aways
- Visitor return and retention initiatives
- Demographic profile and targeting
- Psychographic profile and targeting

ONLINE PROMOTION AND MEDIA RELATIONS

The Web means new demographics, viral marketing, online media centers and low cost/benefit ratio.

Online public relations:
- Strategy, competitive analyses, benchmarking
- Opinion and news monitoring
- Online news releases, communication with the right online resources
- Peer-to-peer and viral marketinginitiatives
- Microsites, chat, bulletin boards, webcasts, rich media
- Online media centers

MEASUREMENT

We measure Web visibility and track advertising and promotion. We also work with some of the best online and offline research and market research firms to help companies assess consumer habits, improve site efficacy and build lasting online strategy.

Elements:
- Medium-specific analysis
- Campaign comparisons across different media
- Measurement exercises and modeling
- ROI forecasting
- Likelihood to buy, consumer satisfaction and other online polling

Tools:
- Data analysis tools
- Forecasting and sales tools
- Control group online and offline survey
- Internet usage tracking