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.