Background

Competing among dozens of sites targeting small- and medium-sized businesses, Office.com (www.Office.com) was challenged to attract new visitors and provide them with reasons to return regularly. Acquisition and retention were critical to success in a market in which so many sites were vying for the same small business audience.

Through focus group research, Office.com learned a valuable lesson on segmentation—the small business market is not homogeneous; the needs of each industry vertical are distinct. However, a lack of information about prospects and a desire to keep costs low meant the development of only one promotion. The challenge was to develop a marketing mes

4. Warrillow & Co., "Media Habits of the Small Business Owner," Warrillow Report 01, no. 01.

sage that would effectively communicate the value proposition of Office.com to a diverse audience of people.

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