Hensley Segal, which last week was named agency of record for Boston-based FairMarket, plans to use "laserlike marketing" to reach buyers and sellers of semiconductors and computer products for FairMarket's first online auction.
The campaign will include print advertising in CMP Media's Electronic Buyers' News, direct mail and Web advertising on Electronic Buyers' News' site (http://techweb.
cmp.com/ebn) and other buys.
EAGER FOR BUYERS
"They [FairMarket] are eager to round up a large group of buyers and sellers quickly because they want to get down to the business of making markets," said Richard A. Segal Jr., managing director of Hensley Segal, whose clients include Apple Computer, GE Aircraft Engines, Pall Corp. and other business-to-business corporations.
FairMarket will provide an electronic marketplace where buyers and sellers of electronic components can bid on and purchase products at the Web site.
It will compete with other online auction sites, such as FastParts Trading Exchange (www.fastparts.com).
Online auctions are seen as one of the hottest new areas in electronic commerce. In a July report, Forrester Research puts online auctions in the top three emerging business-to-business electronic commerce models, along with online bidding and catalog sales.
Forrester predicts online auctions will generate almost $2 billion this year in