Business 2.0, December 2000 issue: ...AOL wanted it to be called "weddings.com." The Knot founders refused, partially because Liu didn't want to shell out the $5000 asking price for that domain name. More importantly, though, Liu felt that any domain name with "wedding" or "bride" in it would immediately become part of what he calls the white noise of the industry...If customer responses are the best gauge of a site's content and marketing, The Knot can teach other dot-coms a thing or two about fostering loyalty. Over and over again, members call and e-mail to thank the Knot for being a "caring partner" who knows what they need and when. For some brides-to-be, the Knot and its planning tools become almost an obsession. "I go on every day, I can't help it," says bride Danielle Francese of New York.http://www.business2.com/content/magazine/marketing/2000/12/04/22751
Same magazine, different articleMarried WellWhen a "Knot Box" arrives with a thud on the doorsteps of some 400,000 brides-to-be this year, it will be coming from New York—based online wedding resource company The Knot, which has successfully married its online brand to an offline promotion. The weighty box contains, among other things, a binder and insert folders that help couples plan everything from vows to a reception. Each insert is linked to corresponding pages on the Knot's Website. But why a binder? CEO David Liu says the dot-coms' research found that most fiancées buy one to organize and collect information. Advertisers completely underwrote the campaign, and were "dying to get into the box," according to Liu. "We created very specific content." The box carries brochures from the Knot's biggest advertisers, such as Sandals' Resorts, plus assorted goodies such as a pocket calculator from PointPathBank.com and a ring sizer from jeweler Mondara.com. The strategy has been so successful that Liu says he expects to distribute more boxes next year. "It's a good idea these days to sniff out crazy expenditures," says Forrester Research analyst Mary Modahl, who notes the box could have fallen into that category. But she adds, "When it's advertiser-supported, then that's a pretty innovative way to reach customers."
Best Of |
Favorites & Replies |
Start a New Board |
My Fool |