DealTime executives said the promise of convenience for online shoppers has been largely unfulfilled. The ads, created by Margeotes/Fertitta & Partners, New York, aim to show consumers that DealTime can actually deliver on that promise.
"The Web has the great promise of time savings and convenience. But the truth is it takes quite a bit of time to shop online," said Deborah Sack, DealTime director of marketing communications.
SEARCHES BY PRODUCT, CATEGORY
Consumers can type in the product or category they want and DealTime (www.dealtime.com) searches auction, retail and other e-commerce sources to find the best price.
DealTime realizes the tough task it faces in the anticipated fourth-quarter flurry of dot-com and traditional holiday advertising. But Lance Podell, DealTime VP-marketing and business development, wants viewers to take away one message: Forget dealing with a bunch of different sites, DealTime alone can accomplish the task. He calls it "e-convenience."
"We know there are all different types of shoppers-price shoppers, those that need it today," Mr. Podell said. "So in the ads, we highlight different shopping strategies and different consumers whom people can identify with."
Print, radio and outdoor ads break this week, and will be followed by two TV spots that break Nov. 15. The targeted campaign will run in seven cities: Boston, Dallas, Los Angeles, New York, San Francisco, Seattle and Washington.
REACHING THE BEST PROSPECTS
DealTime and Margeotes are concentrating on the cities in which they can best reach "key influencers."
"In this case, we need one plus one to equal three. We're looking to reach those key people who will pass it on by word of mouth," Mr. Podell said. "Ultimately we'd like to be your place to shop. Period."
While there are competitors in the comparison shopping space, DealTime executives said no one "owns" the category. The Web site, which launched in