Margeotes and Americasbaby -- a 1-year-old player in the $35 billion baby products industry that combines babyfurniture.com and babygifts.com -- are working on a media plan and creative, which is expected to break in February or March.
The other finalist for the account had been Jordan McGrath Case & Partners/Euro RSCG, New York. Modem Media-Poppe Tyson will continue to handle online work.
Americasbaby will run a demo TV spot on CBS and the New York 1 cable news channel later this month and in January.
CBS originally created the spot to show the Web store that TV could be an effective tool, and Americasbaby executives agreed. During the trial TV run in New York, direct hits and sales "rocketed to a new level," said Dara Epstein, marketing director for the site.
PRINT, TV, GIFT PACKS
"We've done a little bit of offline advertising to date. Print is clearly the most effective against our target of new and expectant moms, but hospital gift packs and TV have also been demonstrated to work," Ms Epstein said.
The online store's chief target is first-time expectant mothers aged 25 to 34, followed closely by a second demo, expectant mothers aged 25 to 34 with children younger than 3 years. Beyond that, the target opens wide because, as Ms. Epstein said, "Everyone gives baby gifts."
While Americasbaby will advertise over the holiday season, Margeotes President-CEO George Fertitta pointed out that the e-tailer doesn't depend heavily on fourth-quarter advertising.
"Their business isn't seasonal at all, it's year-round. There's a little spike for the holidays, but sales really happen all year," he said. "That's good because we don't have to compete in this year's noisy holiday season."
Americasbaby's competition includes Web sites BabyCenter, owned by eToys, and iBaby.com, owned by iVillage.
Ms. Epstein pointed out though that neither site has the extensive stock that her company has. For example, while those other sites may have a few dozen stroller brands, Americasbaby has 125 different strollers in stock, she said.
The online baby store was founded in 1998 by a group of children's product executives.