Carnaby.com Chasing Front-Runner EBay
The firm's Cash Cow Sweepstakes promotion will be marketed to audiences via the Internet, radio and print advertising and at Web-oriented trade shows.
Participants can win a grand prize of a four-person, four-day trip to Walt Disney World in Orlando, FL. A second grand prize consists of a three-day cruise to the Bahamas and $5,000. Monthly and weekly giveaways of Kodak digital cameras and Panasonic DVD players are also being offered.
Four-year-old Carnaby, Orlando, FL, looks to brand itself against other auction sites, most notably eBay.com.
"We are introducing several marketing campaigns that will put Carnaby on a 'catch-up' mode," said Cesar Cunha, vice president of marketing at the company. "Building a strong community is a process of many steps and cannot be done overnight. We are in it for the marathon, not the sprint."
Carnaby this week is expected to launch its Refer-A-Friend program, which will encourage site members to tell a friend about the site, its uses and the sweepstakes campaign.
The program will include an e-mail campaign to members who have opted in for program updates. A link will take them to the site's rewards channel, where they can craft e-mails from templates to send to acquaintances.