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America Online


AOL and the AOL Family of Brands deliver a highly targeted, attentive, upscale, ... Branding. Post Sale. CRM. After the Sale. The Marketing Cycle Today ... – PowerPoint PPT presentation

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Title: America Online

America Online
  • Getting Results for Partners

Why Partner With AOL?
  • The purpose of this presentation is
  • To show how AOLs unparalleled reach, compelling
    content, and unmatched online experience can
    create innovative, efficient solutions to your
    marketing and advertising problems
  • To help you make your business more profitable

AOLs Value Proposition
  • America Online is committed to developing
    innovative solutions that create consumer value
    in cooperation with our partners in a way that
    delivers partner-defined results and jointly
    builds our mutual businesses.

Marketers Challenges
  • To maximize the number of customer touch points
    and interactions in the new, fragmented media
  • To differentiate from competitors and create a
    clear competitive advantage
  • To increase customers loyalty by managing
    relationships more effectively
  • To increase profits and profit margins in todays

AOLs Place in the New Media Environment
  • AOL is the largest ISP in the world.
  • It is not a portal.
  • It is not the Internet.
  • Half the traffic in the US to the Internet goes
    through AOLs servers.
  • AOL connects advertisers to consumers with
    compelling content.

What is AOL?
  • The most popular, informative content in
  • The AOL Service--20 Channels
  • AOL Web Properties group (CompuServe, Netscape,
    MovieFone, ICQ, AIM, MapQuest)
  • Over 150 content partners such as eBay,,, and Oxygen

What is AOL?
  • AOL Time Warner Web content such as CNN, People,
    Time, Fortune, and Warner Bros.
  • Over 2000 advertisers that provide opportunities
    to buy the latest fashions, to get big discounts,
    to enter contests, and to find comparative
    pricing information
  • In a safe, secure environment

Maximizing Touch Points in the New Media
  • AOL has unparalleled reach. AOL plus the AOL Time
    Warner Web sites reach 82 of all online users
    each month1.
  • With 58 of American households online, the
    Interactive medium has critical mass2
  • AOL has 31 million subscribers, 62 million users3.

82 Reach
Source 1. Media Metrix Digital Media Report,
September 2001, Home/Work Combined 2. Jupiter
Communications, Spring 2000 3. AOL Internal Data
AOL Outreaches The Top SevenNational News
Providers Combined
Source Circulation figures from ABC and BPA, Six
month averages ending 9/30/00 for newspapers
12/31/00 for magazines
Benefits of AOLs Reach
  • A partner can maximize reach online with just one
    campaign on AOL.
  • Considering the diminishing marginal utility of
    adding more and more reach in any one medium, you
    can add reach very efficiently on AOL.
  • Adding AOL can moderate the loss of reach in
    other media due to media fragmentation.

The Power of One
Source AOL Internal Data, Media Mix Presentation
Compelling, Valuable Content
  • Consumers subscribe to AOL content, which makes
    it more credible and valuable to them (and, thus,
    to marketers).
  • AOL updates the service and content continually
    by listening to consumers.
  • AOL 7.0 based on extensive research and member

Benefits of Compelling Content
  • Compelling content surrounds advertising and
    lends it credibility and believability.
  • AOL understands better than anyone in cyberspace
    how to keep people attentive.
  • An average of over an hour a day.

  • What would you do if you had your best customers
    rapt attention for over an hour a day?
  • AOL has more experience in capturing their
    attention and holding it than anyone in
  • We will answer this question with you.

Keeping Members Attention
  • AOL and the AOL Family of Brands deliver a highly
    targeted, attentive, upscale, responsive
  • AOL content keeps members inside AOL (76 of
    time spent on AOL, 24 on the Web).
  • AOLs safe, easy-to-use environment encourages
    people to shop online--they shop til they drop
    their mouses.

Source Media Metrix Digital Media Report, August
2001, Home/Work Combined
Benefits of Targeting and Time Spent
  • AOLs pin-point targeting and long online
    sessions offer a greater opportunity to reach
    qualified buyers and differentiate (both in terms
    of direct marketing and branding).
  • Before, During, and After the sale.

Volvo AOLA Successful Partnership
  • Volvos Challenges
  • To launch the new S60 model online without the
    support of additional media and to work with a
    limited budget
  • AOLs Solution
  • Welcome Screen promotion, member sweepstakes,
    special member perks
  • Optimize AOL promotional resources to generate
    awareness of the S60
  • Drive interest in the S60 through creative
    incentives and special offers exclusive to AOL
  • Bluestreak rich media creative execution to get
    attention and create excitement
  • Identify qualified prospects and gather
    information about those who requested S60
    brochure information

Voted Best Online Campaign By AdWeek/MediaWeek
  • More than 1 million unique users visited the
    Volvo S60 site.
  • Nearly 500,000 users entered sweepstakes enabling
    Volvo to establish a one-to-one marketing
    dialogue with consumers.
  • Delivered over 27,000 sales leads to dealers --
    consumers who configured a vehicle online and
    requested a quote.
  • 13,000 AOL members have requested Member
  • March 01- second best introduction ever -- and
    only online

The Marketing Cycle Today
During the Sale
Before the Sale
After the Sale

The Sale
Post SaleCRM
  • TV Ads
  • Magazines
  • Online
  • Brochures
  • Sales People
  • Print/editorial
  • Online
  • Store
  • Telephone
  • Catalogue
  • Online
  • Online ( Manage relationships, services, and
    warranties. Upsell)

Online is the only medium that can deliver
differentiation opportunities in all four stages
of the marketing cycle.
Online Connects and Complements Other Media
During the Sale
After the Sale
Before the Sale

The Sale
  • Customer self-service
  • Live-help (Instant Messaging)
  • Targeted database marketing
  • Banners
  • Content Integration
  • Promotions
  • Endorsements
  • Web sites
  • E-mail
  • Content
  • Search
  • Shop_at_AOL
  • Interactive Banners
  • Drive traffic to retail
  • Better backend management

Benefits of Innovation
  • You can partner with AOL and be on the cusp of
    and take advantage of innovations and leave your
    competitors behind.
  • You can take advantage of AOLs Partner Central
    to learn what has worked for other companies.

Your AOL salesperson will show you many success
stories relevant to your industry.
  • AOL has the experience, commitment, and structure
    to help you manage your relationship with
  • Experience
  • 12 years of online experience.
  • Five years experience selling and making
    advertising work.
  • Has had as many successes and failures to learn

AOL 5.0
AOL 6.0
AOL 7.0
  • Commitment - AOLs commitment to its members and
    partners is legendary.
  • Half of AOLs employees are in Member Services.
  • Over 200 of IMs employees are in Account
    Services -- the gold standardof the Interactive
    industry -- all dedicated to making partners
    deals work.
  • IMs 1 goal is to get results for partners.

  • Structure - AOL is structured to understand your
    business and help you serve your customers
  • IM Category Sales
  • Account Services
  • AIS Vertical Market teams (programming)
  • Brand and Partner Marketing
  • All focused on helping you connect to your
    customers - Before, During, and After the sale.

Benefits of Experience, Commitment and Structure
  • AOL can help you craft creative, high-impact
    solutions tailored just for you (branded or
  • AOL has the research capability and resources to
    validate your online campaigns effectiveness
  • We have the experience, commitment, and structure
    to get the results that you define.

How to Increase Revenue
  • Increase market share though innovative,
    differentiating advertising and promotions
  • Educate the market about new products or new uses
    of an old products (information).
  • Sell more online.
  • Drive traffic offline.
  • CRM - Upsell

And Lower Expenses
  • Save money by selling online.
  • Less expensive than stores
  • Less expensive than catalogues
  • Less expensive than on the telephone (call in or
    call out)
  • Customers do the work online.

And Lower Expenses
  • Save money on promotion and advertising.
  • E-mails less expensive than direct mail and FSIs
  • Online more efficient than TV, magazines (but
    perfect in combination with them).
  • Adding reach is more efficient on AOL.

Put Interactive in Your Media Mix
  • A carefully planned combination of targeted media
    can get results for you for less money.
  • Media Mentor data shows 11 of media time is
    spent online.
  • Put Interactive in your advertising and promotion
    media plans.

Time Spent per Media
Source SRIs Media Mentor, Spring 2001
Maintain Market Share
  • In todays economy effective, differentiating
    advertising and promotion can not only maintain
    but also increase your market share now and five
    years out as your competitors cut back.
  • Take advantage of current Interactive advertising
    efficiencies now.

AOL Provides Many Solutions
  • Advertising Direct Marketing
  • Deliver brand recall better than TV and magazines
  • Increase reach in combination with TV and
  • Strategic Relationships
  • Unique Interactive solutions to customer problems
  • Inbound logistics
  • Operations
  • Outbound logistics
  • After-sales service

AOL Provides Many Solutions
  • Large, global cross-platform solutions
  • Road-blocks, e.g.
  • AOL International
  • Local/Regional cross-platform solutions
  • Local
  • National spot
  • Transforming solutions
  • Unique solutions marshalling all of assets of AOL
    Time Warner to do business in a new way.
  • No lines for Harry Potter, e.g

How to and Not to Use the Interactive Medium
  • See Michael Porters HBR article, Strategy and
    the Internet.
  • See Rosbeth Moss Kantors HBR article, Ten Major
    Mistakes of Wanna-dots.

  • AOL can maximize your reach and touch points with
    qualified buyers.
  • AOLs expertise enables us to create and validate
    innovative solutions that give partners a clear,
    differential competitive advantage.
  • AOLs experience, commitment, and structure can
    help you increase your customers loyalty.

Next Steps
  • Give us your commitment to pursue a relationship.
  • Tell us who in your company will be our contacts
    to gather sufficient information so we can begin
    to craft customized, innovative, efficient
    solutions for you.
  • Give us a date when we can come back to you with
    some suggested solutions.