How2.com Debuts BTB Campaign

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How2.com, Dallas, is launching an integrated business-to-business marketing campaign in April that will encourage Fortune 500 companies to outsource their post purchase customer care services. The campaign will include direct mail, print ads and online advertising.


Since its launch in September, the customer care service provider has served clients including Casio, emachines, Kodak, Memorex, Pacific Bell, Staples, 3M and Xerox. The company compiles information on the consumers that come to its site and provides that information to its clients who then can run targeted direct marketing campaigns.


Although most of the BTB effort will be handled inhouse, How2.com will likely work with KBA Marketing, a wholly owned subsidiary of Draft Direct, Chicago, for the direct mail component, said Ken Johnsen, president and chief operating officer of How2.com.


"The direct mail campaign is going to be done on a very large scale," said Allan Steinmetz, executive vice president of marketing strategy. "It is going to be directed at major retailers, manufacturers and service providers."


The pieces invite recipients to attend meeting and seminars where clients will discuss their experience with How2.com. Recipients also will be directed to How2.com's Web site, asked to call a toll-free number or invited to take part in one of the company's Webcasts.


The direct response print ads, which will run as a series, also will debut in April and will be featured primarily in trade publications.


"The ads are going to be full page asking them to contact our sales group, call our 800 number or visit our Web site to get more information about us," Johnsen said.


As part of its online campaign, How2.com will try a few different approaches. It will run banner ads on numerous BTB sites as well as through ad placement firm Flycast. It will also run a number of promotions throughout its network of sites.
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