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"Schaeffer, Claire A. (EXCH)" <[log in to unmask]>
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Schaeffer, Claire A. (EXCH)
Tue, 1 Aug 2000 10:58:24 -0400
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>>> I guess the question is whether the Levi site design helps sell their

>>I would think this is the key question for Levi and that the answer is
probably NO.

If you mean that a sale of a pair of jeans is the metric of success for this
campaign, I think that is a weak assumption -- and *just* an assumption. If
you mean that the goal of "everything" marketing does is to (ultimately)
increase sales, well yes, but that is accomplished (and measured) through
more than "pairs of jeans sold" from the start date to the close date of a
particular campaign.

The LEJ is one OPTION from the real front page of the web site,, not the *front* page of the site. If you choose the
"straight" road (and I'll grant you, the site is still plug-in requisite and
buggy), you'll see product listings and a store finder.

You'll also see that there are a number of marketing campaigns tied to music
groups/festivals/radio stations. A blurb on the radio station: "We are
supported by Levi's but have no advertisers... The sound is raw, and
features the very best new and underground music from the worlds of drum 'n'
bass, indie, ambient, garage, hip hop house etc. etc"

Good marketing choice or bad marketing choice, Levi's various euro-campaigns
are not designed around "click here, buy jeans" -- which is not at all
surprising since Levi's/US made the decision to kill all direct online sales
(after the end-of-year holidays 1999) and move toward promoting their
distributors instead (I believe they sited channel conflict as the primary
reason for the switch).

I understand bashing this site for its bugs, but I don't understand bashing
it for not accomplishing its marketing goals when none of us (to my
knowledge) are privy to those goals, none of us (to my knowledge) have a
clue what metrics are being used for the campaign, and none of use (to my
knowledge) know what the current "numbers" (whatever the metric is) are for
the campaign.

Claire Amundsen Schaeffer
Sr. Manager, Corporate Web Site
Intermedia Communications Inc.
Voice: 813-829-4739
mailto:[log in to unmask]

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