MySeasons.com, an e-commerce site for gardeners that launched this spring, is working to build its database of consumers using an online promotion and a large banner buy.
It recently launched its Trip of a Lifetime sweepstakes, in which entrants can win a trip for two to Holland.
“The whole promotion is geared around connecting with this passion that gardeners have. The trip includes a tour of bulb gardens. This is connected and relevant to the lifestyle of the target audience,” said Laura Berland, co-founder and executive vice president at ORB Communications & Marketing Inc., an Internet marketing and technology services company that helped create the campaign.
Consumers must submit their e-mail address to enter the contest and can refer friends to increase their chances of winning. “The entire launch is being done online, with a heavy emphasis toward building their database of prospects and users,” Berland said.
The promotion, which wraps up Sept. 15, coincides with an aggressive ad schedule that will include 50 million impressions during a two-month period. The ads are running on sites that appeal to MySeasons.com's target audience of women age 35 to 64, including Women.com, Coolsavings.com and Betterhomesandgardens.com.
E-mail marketing will also play a large role in the site's efforts. MySeasons.com is testing lists from Yesmail and PostMasterDirect. Ads also will run in a number of e-mail newsletters, including Coolsavings.
The grand prize includes a guided tour of Holland’s Keukenhof Garden, the Bulb Growing District and Breck's Test Gardens. Travel will commence April 28, 2001 through May 5, 2001. First prize is a $1,000 gift certificate. Twenty-five second-prize winners will receive a pre-designed garden from the site.
The online campaign will evolve into an offline campaign next year, Berland said.