RealTime IT News

Ask Jeeves Targets Businesses With New Marketing Campaign

AskJeeves.com's trademark butler is stepping into the workplace, as the company kicks off a marketing effort aimed at highlighting its business-to-business products.

Although the company has long been servicing corporate clients, Ask Jeeves (ASKJ) has never advertised to that audience before.

The marketing effort will include print advertising, direct mail, guerilla marketing, event marketing, and online ads, with the goal of reaching decision makers at corporations. The print ads, which begin appearing Tuesday, will run in business publications and daily newspapers, including The Wall Street Journal, New York Times, Investors Business Daily, Fortune, Red Herring, Business 2.0 and The Industry Standard.

"We will increase awareness of Ask Jeeves' business solutions by applying the same innovative approach to marketing in the business sector that has made Ask Jeeves a leading consumer brand," said David Hellier, vice president of marketing at Ask Jeeves.

"In our business marketing campaign we will focus on extending the attributes of the Ask Jeeves brand, those of personal service and reliability, to demonstrate how Ask Jeeves can help companies improve returns on their Web-based infrastructure investments."

The company has also launched a Web site dedicated to its corporate products as part of the marketing effort. Additional online components will launch next month.

Guerilla marketing will be utilized regionally, and will include the deployment of butlers near prospects' offices to help passersby.