IQ News: GetConnected Names Beyond AOR




GetConnected.com, a portal site offering comparison shopping for connectivity services, today announced the selection of Beyond Interactive as its interactive agency of record. The Boston-based startup will use Beyond Interactive, an independent subsidiary of Grey Advertising, to maximize its customer acquisition and retention efforts on the Web.
“As of late, consumer dot.coms have really been hammered,” said GetConnected.com cofounder and president Sasha Novakovich. “We want to establish our brand, establish credibility and acquire customers at an effective cost per acquisition.”
GetConnected.com, an unbiased resource that now serves 20 metropolitan areas, allows consumers to research, select and purchase connectivity services, including Internet access, wireless telephony, local and long-distance telephone and cable and satellite television. The 10-month-old company receives a fee from the service provider for every customer who purchases services through the site.
Ann Arbor, Mich.-based Beyond Interactive plans a mix of rich media, banners, partnerships and other strategies to showcase the connectivity comparison service. For instance, a rich media ad may allow users to input their state, city and ZIP code and view the results within the window, said John Behrman, Beyond Interactive founder and CEO.
“We want to turn someone from ‘I don’t know who [GetConnected.com] is’ to ‘Wow, I think this is a great product and I’m going to tell all my friends about it,’ ” said Behrman. “This is an opportunity to build a category killer.”
Using a revenue-sharing model, GetConnected.com also intends to partner with compatible dot.coms to build its presence on the Web, said Novakovich. For instance, a housewares site may offer GetConnected.com as a value-added service to its consumers. People looking for household products may have recently purchased a new home. Therefore, they may need to shop for a long-distance carrier as well, explained Novakovich.
With its wired approach, GetConnected.com seeks to attract Internet-savvy urbanites between the ages of 18 and 35–another reason the company chose Beyond.
“The [Beyond team] is young and connected,” said Novakovich. “They are our target users. They get it.”
In addition to landing the new business, five-year-old Beyond will open offices in China and Mexico later this month, looking to capitalize on an open field.
“We are making a substantial leap,” said Behrman. “We’re moving into these markets very aggressively because we have the opportunity to entrench ourselves in these areas.”