FragranceNet.com takes to the small screen
Online perfume retailer FragranceNet.com is preparing for its first national TV advertising campaign.
In July and August FragranceNet.com, No. 205 in the Internet Retailer Top 500 Guide to Retail Web Sites, will test a national TV commercial on targeted and lifestyle-oriented cable channels such as Lifetime, Home and Garden Network, Food Network, and possibly others, says president Jason Apfel. “We will run the commercial for two weeks and then measure the results,” he says.
The 60-second commercial will focus on the brands and types of fragrances consumers can find on FragranceNet.com. “We think we have a very recognizable brand and this TV test is a way to build national recognition in a different medium,” Apfel says. “The commercial will be straightforward and focus on the theme ‘What’s Your Favorite Fragrance?’ Viewers will see lots of bottles, boxes and images of the brands we carry.”
To measure the sales effectiveness of its upcoming commercial, FragranceNet.com may include a coupon code that includes a 10% discount on a future purchase when consumers mention the ad when they place an order. “A coupon code will help determine our return on investment in trying a new form of advertising,” Apfel says.
Depending on the results, FragranceNet.com, which is on track to increase web sales by about 25% to 30% to around $37.5 million in 2006, will consider running the commercial on cable channels during the fall and into the holiday shopping season.
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