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Providing your consumers with a “portal” to a plethora of online information about food and cooking is a great way to make your web site “sticky” and generate loyal repeat visitors to your site. Four key ingredients for a successful food portal include:

• Content( both home-grown and aggregated)
• Community

• Customization
• Commerce

In this presentation we will analyze from an insider’s perspective both the BirdsEye.com site and the Recipefinder.com site, comparing and contrasting their two differing approaches to creating a food portal, and reviewing their results.

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Whether you have an established website or you’re just beginning
to think about one, this in-depth workshop will help you meet the new millennium head-on — with objectives, strategies, tactics, and measurable results, all in hand. This seminar will introduce you to powerful and effective tips, tools, and techniques for planning and executing an effective internet presence.

Specifically, you will learn:

• “Insider” information about other companies’ online successes, failures, and lessons learned
• Unique internet marketing strategies and tactics, applied to your individual needs and situation
• Brainstorming techniques and hands-on exercises that will identify new opportunities
• How to identify and benchmark (creatively imitate) innovative marketing on the web
• How to apply strategic planning, project management,
  one-to-one marketing, frequency marketing, and customer service to your online efforts

• How to incorporate other aspects of the internet besides the web, such as email and newsgroups, into your internet strategy

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Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (their primary marketing objective). To this end, we’ve taken some common online marketing strategies - content aggregation, virtual communities, and personalization - and applied them in rather unconventional (and, we’re happy to say, successful) ways. We’ll discuss how Birdseye:

• Aggregates content through a Worldwide Recipe Search Engine
• Personalizes content through a Personal Recipe Box and Personal Shopping List
• Creates virtual communities through a Recipe Exchange

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Your online enemy is no longer your competitor but instead, the information glut that fills the Internet. This session will analyze how to rise above this “data smog” to effectively capture the corporate customer’s attention and then close the sale.

• Exploiting your existing customer data to target new customers
• The targeted effectiveness of email
• Constructing an interactive site for product testing and demonstration
• Case studies of innovative companies succeeding in new
  business acquisitions

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Meal planners, a recipe box and shopping lists, entertainment for young visitors, as well as nutritional news and product information, the new Birds Eye website - designed by Netconcepts - offers visitors a personalized shopping experience.

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Are you absolutely sure that your Web site is running at peak efficiency, dazzling customers, coming up high in search engines, generating an adequate ROI, and not leaving you exposed to unnecessary litigation? Step-by-step, you’ll learn what areas to audit in your Internet presence, including: legal & procedural, public relations, financial, performance & reliability, customer service, Internet marketing task force, technical, user experience, accessibility, content, community, “findability”, e-commerce, privacy, security, and last but not least Y2K.

This interactive workshop will give you hands-on experience on:

• Where and how to begin the evaluation process
• What to audit and how often
• Tools and resources to use in auditing
• Benefits of auditing, risks of not auditing
• Turning measurements and recommendations into an Implementation Plan
• Applying all these tools and principles to your specific needs

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The Web can be a powerful tool for collecting detailed, up-to-date profile information about your customers and potential customers. There are many creative ways to tap in to various primary and secondary research sources. Greg Stromberg and Stephan Spencer will discuss how INX International Ink Co.:

• Leverages customers, customers’ sites, employees, research firms, and online knowledge bases
• Compels users to profile themselves through online communities, personalization, and “yellow pages” directories
• Expanded their profiling system into an extranet
• Obtained, consolidated, and integrated multiple databases into their profiling system

Are you absolutely sure that your Web site is running at peak efficiency, dazzling customers, coming up high in the search engines, generating an adequate ROI, and not leaving you exposed to unnecessary litigation? Step-by-step, you’ll learn what areas to audit in your Internet presence, including: legal & procedural, public relations, financial, performance & reliability, customer service, Internet marketing task force, technical, user experience, accessibility, content, community, “findability”, e-commerce, privacy, security, and last but not least, Y2K.

This interactive workshop will give you hands-on experience on:

• Where and how to begin the evaluation process
• What to audit and how often
• Tools and resources to use in auditing
• Benefits of auditing, risks of not auditing
• Turning measurements and recommendations into an Implementation Plan
• Applying all these tools and principles to your specific needs

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Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, they’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.

In this session we will discuss how Birds Eye:

• Aggregates content through their Worldwide Recipe Search Engine
• Personalizes content through their Personal Recipe Box and Personal Shopping List
• Creates virtual communities through their Recipe Exchange and Web forums

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Is your web site proliferating into something you didn’t anticipate or plan for (what one might call “viral growth”)?
Are the concepts of a critical path, the triple constraints, a Gantt chart, or statistical methods for estimating resource requirements foreign to you? The answer is probably yes, unless you’re a career project manager. But as Internet marketers, we have become Web site project managers, whether we like it or not. We must adapt, or risk extinction. And the projects we manage are quickly mushrooming. This not-too-technical session is jam-packed with essential tools, tips, and techniques for effectively managing any Internet project, whether it encompasses content, community, commerce, or all of the above.

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