Remy Martin cognac targets high end buyers on posh aSmallWorld network site (Internet marketing)

Internet marketing news: If you were selling a $1,800 cognac bottle, where would you go online to find your target customers? French cognac house Rémy Martin bets that they are hanging out on aSmallWorld. The latter is a sort of invitation-only FaceBook (online social network) for the rich and famous, where allegedly countesses and fashion models have their online profiles. The cognac brand will push banner ads on aSmallworld, create a microsite, and hold real-life "dégustations". As a member of aSmallWorld, I have noticed that some high end fashion brands such as Diane von Furstenberg were already heavily advertising on the site.

Source: AdWeek

First paragraphs:

For a cognac that sells for as much as $1,800 a bottle, Remy Martin's Louis XIII's customers aren't easy to find efficiently through traditional ad media.



Instead, Remy Martin is going online in its first major marketing push in seven years. Rather than a "traditional" digital effort, however, it has hooked up with invite-only social network aSmallWorld for an experiential campaign that combines online placements with offline events.

In October, Remy Martin will kick off a three-month campaign that will include banner ads, a microsite and sponsored editorial features, as well as eight in-person events designed to spur word of mouth among aSmallWorld's coterie of 160,000 heavy hitters—half make over $250,000 per year and a fifth over $1 million.

Read the full article at AdWeek