Electronic Retailer - March 2012 - 27

reaching 70 percent of the people who are out there. So we really do have a lot of initiatives online to try to reach those people,” he says. The company uses social media to enhance engagement and remains very active on Twitter, Facebook and YouTube. In fact, CarMD boasts more than a half-million channel views on YouTube. “Again, it’s a big component that’s used to reach people who wouldn’t typically watch an infomercial,” he says. The company has active blogs that feature car reviews and valuable consumer tips based on their extensive database. While Jacobsen says social media isn’t something that he’s monetizing right now, it’s more about engagement, as well as building value and trust with customers by openly sharing information. It’s also about establishing relationships that will, hopefully, lead to sales down the road.

Although Jacobsen considers himself and CarMD the “new kid on the block” in the DR world, his efforts have earned the company accolades in the industry. In September 2011, CarMD earned two Moxie Awards during ERA’s 2011 D2C Convention. So, what did the recognition mean to this executive? According to Jacobsen, “I feel so blessed that we’ve come across

so many people within the industry who have been willing to open up and share best practices with us. That’s one reason why we’ve been so successful. They say about 95 percent of infomercials fail. And to be among the 5 percent that didn’t and to be recognized as one of the best within that 5 percent was a huge honor for me personally and for us as a company.”

Further Expansion Plans
What other marketing channels does CarMD plan to utilize in the near future? According to Jacobsen, mobile sits high on the agenda. “We have some new products that are going to fit very well into that market. Smartphones are just getting to the point where they have the adoption rates that we believe are going to be enough to grow our business,” he explains. “We have some pretty big plans for mobile in 2012.” Another channel that the company will add to its marketing plan is retail. In Q2 2012, CarMD will launch in major brick-and-mortar retailers throughout the U.S. Jacobsen also says the company will expand its international sales. In November 2011, CarMD debuted in Canada and plans to roll out onto the Hispanic market in Q1 2012. And as CarMD continues to evolve as a multichannel marketer, the key is ensuring there is continuity across all channels. For example, “people can’t go online and see one offer and then see a completely different offer on TV. We are constantly making sure that we are in sync with what we’re doing both online and offline,” he asserts.
565042_SF.indd 1 1/20/12 5:39:49 PM

March 2012 | electronicRETAILER

27



Electronic Retailer - March 2012

Table of Contents for the Digital Edition of Electronic Retailer - March 2012

Chasing Shadows in Mobile Retail
Calendar of Events
Industry Reports
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Cover Story CarMD Makes a DR Diagnosis
Selling in a Fragmented World
Case Study DR Marketing North of the Border
Advertiser Index
Bulletin Board
Classifieds
Electronic Retailer - March 2012 - Calendar of Events
Electronic Retailer - March 2012 - cover2
Electronic Retailer - March 2012 - 3
Electronic Retailer - March 2012 - 4
Electronic Retailer - March 2012 - 5
Electronic Retailer - March 2012 - 6
Electronic Retailer - March 2012 - 7
Electronic Retailer - March 2012 - 8
Electronic Retailer - March 2012 - Industry Reports
Electronic Retailer - March 2012 - 10
Electronic Retailer - March 2012 - 11
Electronic Retailer - March 2012 - 12
Electronic Retailer - March 2012 - 13
Electronic Retailer - March 2012 - eMarketer Research
Electronic Retailer - March 2012 - 15
Electronic Retailer - March 2012 - IMS Retail Rankings
Electronic Retailer - March 2012 - 17
Electronic Retailer - March 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - March 2012 - 19
Electronic Retailer - March 2012 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - March 2012 - 21
Electronic Retailer - March 2012 - 22
Electronic Retailer - March 2012 - 23
Electronic Retailer - March 2012 - Cover Story CarMD Makes a DR Diagnosis
Electronic Retailer - March 2012 - 25
Electronic Retailer - March 2012 - 26
Electronic Retailer - March 2012 - 27
Electronic Retailer - March 2012 - Selling in a Fragmented World
Electronic Retailer - March 2012 - 29
Electronic Retailer - March 2012 - 30
Electronic Retailer - March 2012 - 31
Electronic Retailer - March 2012 - 32
Electronic Retailer - March 2012 - 33
Electronic Retailer - March 2012 - Case Study DR Marketing North of the Border
Electronic Retailer - March 2012 - 35
Electronic Retailer - March 2012 - 36
Electronic Retailer - March 2012 - 37
Electronic Retailer - March 2012 - 38
Electronic Retailer - March 2012 - 39
Electronic Retailer - March 2012 - 40
Electronic Retailer - March 2012 - 41
Electronic Retailer - March 2012 - 42
Electronic Retailer - March 2012 - Bulletin Board
Electronic Retailer - March 2012 - Classifieds
Electronic Retailer - March 2012 - 45
Electronic Retailer - March 2012 - 46
Electronic Retailer - March 2012 - cover3
Electronic Retailer - March 2012 - cover4
https://www.nxtbookmedia.com