TheDeal.com Targets Decision Makers

Share this article:
The Daily Deal, a year-old daily print newspaper with an international circulation of 40,000 deal makers, is slated to launch an Internet presence this month called TheDeal.com.


To promote this new destination as well as its publication, the company is rolling out a mix of grass-roots and print marketing campaigns.


The Daily Deal as well as its online presence, TheDailyDeal.com, provides news, financial information and analysis on the structures and financing of deals as well as other pertinent topics.


Its sister site, TheDeal.com, will offer more robust information and tools for deal makers, such as a career center and discussion areas.


"The point is, there's a lot of different ways to make it work for you, whether you are a legal professional, corporate executive or investment banker," said Carol Parish, vice president of marketing at The Deal LLC, New York.


To promote the company's properties to the deal making community, street teams handed out 4,000 issues in Manhattan last week. The teams also will appear the last two weeks of the month to help push the new site.


Parish contracted The Hired Guns, New York, for the guerrilla effort. The Hired Guns provide "opportunistic marketing" and interim consulting for the new economy.


Other guerrilla efforts are under way in Chicago, Los Angeles, San Francisco and the Silicon Valley. They include mobile billboards and commuter transit ads.


Perhaps the most original effort kicked off last Friday in San Francisco. A sailboat bearing the company's logo began covering the waterfront. A barge is expected to join the effort today. "The most fun that we've had was born out of the challenge of trying to make an impact in San Francisco," Parish said. "It's a very popular market for [guerrilla marketing efforts]."


Print ads for the properties began Sept. 25 and will run throughout the fourth quarter in targeted verticals such as Barron's and Investor Relations magazine. The company also made buys in the ad industry trades.


The Deal LLC labels itself an integrated new-media company for deal makers worldwide. It is wholly owned by U.S. Equity Partners, a private investment fund sponsored by Wasserstein Perella & Co. Inc.
Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.