Client Case Study: Art.com
From the very beginning, I looked for partners who were best of breed that could help us successfully launch this business. John Audette and his team have been and continue to be one of these partners. They have helped Art.com become the brand leader it is. We could not have done this without them. - Bill Lederer, Founder, President & CEO: Art.com
Art.com, the world’s largest art and framing Supergallery, and a true Internet category killer, was acquired by Getty Images in 2000 for $200 million. Art.com selected John Audette’s company as its Agency of Record in January, 1998 while Art.com was developing its original business plan (business plan development was also assisted by Audette.
Art.com’s objectives in their first year of operation were:
- generate traffic
- brand awareness and sales on a limited budget
- acquire venture financing
Audette & team responded by using a variety of Internet Propagation Marketing™ techniques including:
- Search engine optimization
- Online public relations
- Strategic link development
- Content link development using MMG’s exclusive AdApps
- Forums monitoring
- E-mail publication advertising
With strategic soundness, creative excellence and awesome service, John Audette and his team have helped us create an incredibly effective interactive advertising campaign. A campaign that helps us build traffic, sales and the brand in concert and with the sense of urgency we need.
- Michael Kahn, VP of Marketing: Art.com
These techniques proved to be effective and both goals were met. Art.com obtained $11M of first round venture capital from a group led by Benchmark and Softbank. The additional capital provided for a larger online marketing budget, enabling an increase in the level of marketing activity. In addition to continued Internet Propagation Marketing™, a large banner campaign was launched, including development of creative, and negotiated a number of major portal deals, including Yahoo! and AOL. All campaigns were continually monitored and optimized in order to maximize ROI and reduce acquisition costs.
Final Result: Sale of Art.com to Getty Images for $200,000,000
