Glenn - from the "who really runs the dot-coms" department:
interactive.wsj.com
Excerpt from article:
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In a meeting room at San Francisco ad agency Leagas Delaney LP, executives of Blue Nile, a start-up that sells jewelry online, have just shown their new television campaign to the company's venture-capital backers. Joanna Strober, whose firm is one of those backers, isn't satisfied. She wants to hear the retailer's Web address hammered home at the end.
"Test it with a voice-over," she says. "I only half watch commercials myself."
But Carter Cast, Blue Nile's senior vice president of marketing, fears overkill. "If you do too much, it hurts the ad's credibility," he says. "It needs a quiet confidence."
Maybe, but as Tod Francis, a venture capitalist from another firm supporting the start-up, puts it: "One thing you have to remember is that this is $6 million of our capital." Ms. Strober adds: "Make that $6 million in the next month and a half."
Debate over. A couple of days later, the ads make their debut. At the finale, a deep baritone intones: "Blue Nile dot-com."
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-Eric |
