Legal Traps on the Web

Creative Marketing: Making Brands Stick

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Published in U.S. 1 Newspaper on June 7, 2000. All rights


Making Websites Sticky: NJ CAMA

Marketers use the word "sticky" to describe

a website that can retain its clientele. It requires a lot of


— and technological prowess — to do that, says Nicole Katz,

marketing manager of ePresence (, a web solutions

company headquartered

in Westboro, Massachusetts, with an office in Red Bank. "It’s

a huge challenge because there’s so many sites out there now,"

says Katz, who speaks on "Building Relationships to Make Your

Site Sticky," on Tuesday, June 13, at 8 a.m. at NJ CAMA’s Tech

Day 2000 conference at Rider University.

Also in the line-up: "Keeping up with eLaw," with Bruce

Vargo, Friedman Siegelbaum LLP; "eService with a Human Touch:

Developing Profitable eCommerce Relationships," with David

Shapiro, president, Source 1 Communications; and "Hot Gadgets

for the New Millennium," with Michael Panesis,CIO, Charles

Jones LLC. Cost: $45. Call 609-799-4900.

Ironically, face-to-face relationships are more important than ever

in the tech-driven world, says Katz, who has a BS in communications

from Syracuse, Class of 1993, and worked in marketing for a nearby

architectural firm. "This business works a lot better in


type settings — one-on-one — than by math marketing,"

she says. This becomes evident when she tries to explain some of the

technology behind her marketing ideas. "When you say architecture,

everyone can picture it in their mind," she says, "but when

you say web solutions, most people don’t know what that is."

One of ePresence’s projects,, was a coordinated unit

investment trust website designed for Merrill Lynch, Morgan Stanley

Dean Witter, PaineWebber, and Solomon Smith Barney that gave customers

up to date information on securities. "It was the first site of

its kind to feature daily pricing information, and that was a huge

deal in the financial world," says Katz.

On the marketing end, Katz handled a "virtual classroom" that

uses Flash to help visitors understand defined assets. "It’s what

we call curriculum marketing — trying to educate the public rather

than sell them," says Katz. "Marketing through education.

I think that using interactive modules to educate the public is


Katz also managed an E-postcard campaign enabled through one of


proprietary technologies. "It’s just like direct mail only through

the Web," she says. A tracking system lets the company sending

the E-mails know if they have been opened, but it doesn’t cross the

privacy line, Katz says.

Since in E-commerce there is no such thing as local, the first thing

companies need to do for marketing is to define their audience, says

Katz. "This means world-wide," she says. "But if you try

to go after everyone you will undoubtedly be unsuccessful."

The second most important rule: build relationships. "It’s still

the foundation of marketing," she says. The key is personalization

on the Web. "When people feel comfortable, they feel you know

something about them, and it adds value to their life. If you can

make your site personalized, and offer information directly to people

on subjects they said they want information on, then you’ll get their


— Melinda Sherwood

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Legal Traps on the Web

Be careful what words you use in your metatags —

it may be a legal snag, says Bruce Vargo, an attorney at Friedman

and Siegelbaum (recently changed to Goodwin Proctor & Hoar) who speaks

on "Keeping Up With E-Law," at the NJ CAMA’s "Tech 2000:

IT Power That Impacts You," on Tuesday, June 13, at Rider. Call

609-466-9702. Cost $45.

"Someone could be using a person’s trademark in an attempt to

steal business or to have their business appear related somehow to

another business," says Vargo, a 1987 graduate of the Rochester

Institute of Technology with a BS in computer science, who designed

computer systems with BellCore for 10 years before attending law


at Seton Hall. Another illegal practice that Vargo often sees is


In general, says Vargo, don’t try to ride on the coattails of another

company’s name.

Top Of Page
Creative Marketing: Making Brands Stick

When you see the slogan, "the slow ketchup,"

what company comes to mind? Heinz, of course. And you can probably

name the brand of "breakfast of champions" (Wheaties) or


the Tiger" (Sugar Frosted Flakes). These slogans have been around

for decades, but they are still "working" on everyone’s minds

to "position" a product, says Blaine Greenfield.

Greenfield teaches "Creative Marketing Techniques to Increase

Sales," at Mercer County College on Saturday, June 10, at 9 a.m.

Cost: $25. Call 609-586-9446.

Greenfield was named by the New Jersey Small Business Development

Center network as one of 18 regional "Small Business Success


winners. He heads the statewide advisory board for the Small Business

Development Center, is a volunteer consultant for Mercer County


College, and teaches at Bucks County Community College and Thomas

Edison State College. His East Windsor-based consulting firm provides

marketing and management assistance to small and mid-sized businesses

(609-443-3781, E-mail:

Perhaps the best example of positioning, says Greenfield, involved

Ronald Reagan, the first time he ran for President. "He was


against Jimmy Carter, and if you recall, we were going through a


of high unemployment and high inflation. So Reagan got himself elected

by asking this great positioning question: Are you better off now

than you were four years ago?"

On an entrepreneurial scale, he tells of a former client who ran a

successful pizza business in Princeton for several years. "We

wanted to make him different from other similar businesses, and we

succeeded. One technique tapped an idle work force.

"We were slow one afternoon. Rather than have everybody sit around

and do nothing, we sent employees up and down Nassau Street asking

folks if they knew where the Witherspoon Eatery was and mentioning

that the place had the absolutely best pizza they had ever


Most of the people they accosted did not know the exact location of

this eatery, though they were able to point out the fact that


Street was not too far away.

Says Greenfield: "As you can imagine, we were able to generate

some very nice word of mouth publicity and resultant sales."

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