Infinity Resources Inc. has started digging into a $150,000-plus 2001 promotions budget for its new DVD retail site, www.deepdiscountdvd.com.
Promotions under way include banner ads at E! Online, New York, and promos in e-mail newsletters owned by DVD affinity sites such as DVDReview.com, Orange County, CA, and DVDTalk.com, Portland, OR.
The banners and e-mail promos for the site, opened Feb. 1, are scheduled to run into the spring. The ads will be followed by national radio and newspaper print ads slated to begin next month.
David Barker, director of Internet marketing at Infinity, said his company would not spend a lot of cash on e-mail after experiencing diminishing returns from such campaigns in other divisions.
“Some of the lists are not as fine-tuned as we hoped they'd be,” Barker said. “We are going to be more selective with our lists and basically use e-mail to re-market to our repeat customers more than anything else.”