12 November 2000

Espotting unveils the cost-effective approach to dot.com advertising as customer base increases by 52 per cent per week

Espotting.com, the UK's answer to search, announced an aggressive marketing push in the run up to Christmas 2000 to further boost their current customer base increases of 52 per cent per week. The company has set aside a six-figure sum for the Yule tide push and will focus on outdoor, online and viral marketing. However, unlike many other dot.coms, Espotting have kept their costs down by producing practically all of the strategy, creative work and media planning and buying in-house. The only work that has been outsourced is online creative, which has been developed by Fuel, a new creative hot-shop.

'In a climate where every penny needs to be, and should be, accountable, we decided to generate our marketing campaign in-house' said Chrys Philalithes, Espotting's Marketing Manager. 'Given that the marketing team joined Espotting from some of London's top advertising agencies (Rainey Kelly Campbell Roalfe/Y&R, WCRS and TBWA) we had the intellectual and creative abilities to do so. We've also kept costs down by featuring one of our founders, Sebastian, in our outdoor campaign.'

The theme of the campaign, 'Looking for something? Don't search. Spot.' will be used on London taxis, buses, on the Underground, online, email and a series of flash movies. 'Espotting is the UK's answer to search. Gone are the days of irrelevant results - It's time to get out there and spot!' commented Sebastian Bishop, Director of Espotting who features in the poster campaign.

'The campaign concentrates on consumer brand building, with a view to attracting even more traffic to the site' continued Bishop. 'We are currently increasing our customer base at an average rate of 52% per week and we expect our marketing drive to push that figure even higher.'

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