Appealing to the last-minute shopperme and my fellow procrastinators one more tool in our gift-giving arsenal. Beginning tomorrow and running until Dec. 25, the site is reminding consumers that its variety of gift certificates from more than 8,500 restaurants nationwide requires only a printer or can be passed along by e-mail directly to the recipient. This "no shipping necessary" gift trumps all other widely publicized last-minute holiday shipping dates. This campaign, which merely provides new context for Resturant.com's basic offering, strikes me as marketing at its finest: giving a specific target audience (i.e. gift-givers with no time and money to spend) a reason to visit the site.
- Cara Wood