NetBank Seals Marketing Deal With Tupperware

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NetBank and Tupperware Corp. signed a co-marketing deal this week in which Tupperware will market NetBank to its employees, independent sales consultants and customers through its Web site.


Members of the Tupperware Club who apply for a NetBank account through a link at tupperware.com will receive $25 in their accounts when approved. The minimum balance must be $50. Tupperware employees and its 1 million independent sales consultants worldwide will receive the offer on their personal Tupperware Web sites at www.mytupperware.com.


"This partnership helps us capture consumers online with a prominent brand that has a great online and offline direct sales effort," said Mike Fitzgerald, president of NetBank, Atlanta. "We are also assisting Tupperware in customer retention and Web site stickiness."


NetBank targets well-educated, tech-savvy individuals approximately 40 years old who are "time starved and buying online," Fitzgerald said. He added that Tupperware targets a similar demographic.


The company pays Tupperware a fee in line with its $108 customer acquisition cost for every registered funded account.


"Because we are paying Tupperware for only funded accounts, we expect to drive down acquisition costs through the partnership," he said. He added that it is too early in the process to disclose sales goals associated with the partnership.


In the second stage of the partnership, which will launch in the second quarter, the Tupperware sales force of employees and independent consultants will market the NetBank offer to consumers. "We will sell the NetBank product through a commissionable arsenal," Fitzgerald said.


Tupperware launched its Web site in early 1999 in an attempt to shift with the growing online economy.


"Our company has always shifted with the changing purchasing culture," said Mark Shamley, director of community and public affairs at Tupperware Corp., Orlando, FL. He would not disclose the size of the company's customer base or Web site traffic figures.


NetBank began marketing its products through pay-for-performance partnerships at the beginning of this year and has signed companies such as Ameritrade Holding Corp., Gomez Advisors and McAfee.com. Roughly 26 percent of all account applications in January came through partnerships.
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