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P1253037281eYUJd
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Radio. Monster Blimp. AOL. Alliance Network. TMP. Individualized. Broad. Offline. Online ... Mix of offline and online advertising. Interactive career information ... – PowerPoint PPT presentation
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Title: P1253037281eYUJd
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Communication Effort
- Market Communications
Individualized
Direct
Personalized
Traditional Mass Marketing
General Approach
Broad
Offline
Online
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Monster.com Market Communications
Direct
Personalized
- Telesales
- Sales Representative
- My Monster
Individualized
Traditional Mass Marketing
General Approaches
- Television Ads
- Radio
- Monster Blimp
- AOL
- Alliance Network
- TMP
Broad
Offline
Online
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Monster.com - Market Communication
- Direct
- 163 Telesales
- 80 Sales Representative
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Monster.com - Market Communication
- Traditional Mass Marketing
- Televisions Ads
- Two 30 seconds Super Bowl XXXIII and XXXIV
- Radio
- First company to advertise to use the URL
- Monster Blimp
- It provided image of being big but not scary
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Monster.com - Market Communication
- Personalized
- My Monster
- Personalized their career start page
- Notify if any job listing matched their
keywords - Different newsletter to different company
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Monster.com - Market Communication
- General Approach
- AOL
- Could go directly to their consumer
- Alliance Network
- Cahners Manufacturing Marketplace and the
Gartner Group - TMP Worldwide
- Local presence in major cities in the US
- Around the world
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Top Ranked Career Sites
Some major competitor with respect to Monster.com
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Building Brand
- Aggressive Approach Building its brand by
purchasing two 30 second TV advertising spots - Super Bowl XXXIII
- When I grow up
- Job searches on Monster.com increased 450 within
24 hour period - Super Bowl XXXIV
- The Road not taken
- 4.4 million job searches within 24 hour period
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Key Metrics-Monster.com
Internet users increased from 1.4 in December
1998 to 5.3 in January 2000
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Key Metrics-Monster.com
Paid Job listing grew by almost 75 from 186,000
to 315,248
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Key Metrics-Monster.com
Resume in Database tripled from I million to 3
million
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Key Metrics-Monster.com
Page viewed tripled from 48 million to 158 million
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What Is a Good Brand?
- Market Communications
- Mix of offline and online advertising
- Interactive career information
- Market Communications
- Wraparounds
- Personalized services for job seeker
- Unique Service
- Customize Desktop
- Password and ID protection
- Post up to five resumes
- Track their online application
- Wraparounds
- CoreProduct /Service
- Target all types of Company
- Brand
- Prestige
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The Need for Monster.com
- Only 20 - 30 of Openings advertised.
- 70 of online companies expected to recruit
online by 2000. - Decline in job hiring's from print.
- Positions are filled faster from online
recruitment.
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Future Challenges for Monster.com
- Move into compete in niche markets.
- Build community and personalization into
Monster.com. - Continue to be innovative as Monster.com expands
into new markets.
