The A/M Direct division of Millard Group Inc. will be managing list co-registration, print insert media and other Internet media services for a new photo-sharing Web site scheduled for launch in June.
PhotoActive.com plans to offer consumers free photo prints, as incentives to register at its Web site PhotosFree.com. Registration data such as date of birth and other Web-generated information will be available for advertisers to target offers online and for a package insert program.
"We’re going to be asking for their name, e-mail address, interests and about what they plan purchase in the future," says Johnathan Robinson, vice president of PhotoActive.com, based in Orlando, FL.
Consumers will be able to store uploaded digital photos online and order prints, while additional data about them is captured through online surveys and response tracking. "When they come back we’ll ask them more questions," Robinson says.
PhotoActive will be targeting the millions of consumers who use photo-sharing Web sites and download coupons from Web sites. It plans to build a database with the consumer data it captures on an ongoing basis.
Advertisers will receive lists of consumers who opt in and respond to online space advertising. Offers can targeted to consumers, based on demographics and psychographics, each time they visit the Web site and associated landing Web pages, as well as through direct e-mail confirmations sent out prior to mailing out packages with photo prints.
Print photos ordered by consumers will be mailed with inserts printed on the same kind of photographic paper. The price on the data card for insert ads is $2 per ad. Each package will carry up to 20 inserts, allowing for one insert for each photo ordered.
The market for lead generation and customer prospecting through co-registration Web sites is growing, with much of the present activity in the travel, education, financial services and home services markets, according to Robinson.
He says as many as 20 million consumers per month visit online coupon Web sites and even greater numbers use photo-sharing Web sites, such as Yahoo’s Web site Flickr.com. The average visitor to a photo-sharing Web site goes there about twice each month, he adds.
