Determined to increase its member base of 15
million, America Online Inc. is
turning to direct marketing.
The online giant this week signed an agreement with Monument
Communications Inc., a Virginia-based marketer of technology products
and services. Monument will lead the new initiative, dubbed AOL
Select.
Monument said AOL Select will be a network marketing and e-commerce
effort that will be formally unveiled over the next few weeks. The
deal gives Monument the rights to market the AOL service in a campaign
using AOL’s name and logo.
The drive will target individuals who are new to the online world as
well as those who may have resisted going online, fearing the process
is too complicated.
“A person-to-person demonstration of this product will plow through
the most common barriers and make it even more clear to people why AOL
is the leader,” said Richard Warren, Monument’s president and
co-founder.
Monument will use the Internet to enroll and train its marketing
representatives for the venture. AOL Select will also be promoted on
AOL and through a special Web
site that will be formally launched in February.
The campaign will be styled after others used by telecommunications
carrier Excel Communications as well as long distance giants Sprint and MCI.
AOL Select representatives will also market other products and
services, including personal computers, wireless e-mail and paging and
satellite TV.