|
|
Enron Mail |
First, the Annual Report of the year, and now, this. And I thought
----- Forwarded by Mark Palmer/Corp/Enron on 09/15/2000 03:37 PM ----- Rahil Jafry@ECT 09/15/2000 02:30 PM To: Mark Palmer/Corp/Enron@ENRON, Kal Shah/HOU/ECT@ECT cc: Subject: NetMarketing: Category Winner Profiles: Enron Congratulations guys. Well deserved. Rahil ****************************************************************************** ************** NetMarketing 200 Category Winner Profiles: Enron Sally Duros 09/11/2000 B to B 30 Copyright (C) 2000 Crain Communications, Inc. All rights reserved. The home page of Enron.com invites visitors to "discover the power of why." It then asks them to click and enter a Shockwave movie that lays out an argument for choosing Enron's products. Market context, solution and benefit to customer are explained and then backed up with a slam-dunk quote from a Nobel Prize-winning scientist. It's a smart marketing approach by a company that is on a very good run. The cause of that good run -- Enron was rated Fortune magazine's Most Innovative Company for the fourth consecutive year -- is the company's belief in the inherent wisdom of open markets, said Mark Palmer, VP-corporate communications for Enron Corp. "We are about reliability and price," Palmer said. "We believe in the strength of markets vs. the strength of proprietary markets." That "open" brand is conveyed in its Web image -- informative, easy to navigate and engaging even to those scared off by complexity. A reader can learn much from a casual click-through. Enron.com has thrown existing markets for energy products wide open and created markets for products such as weather derivatives that did not exist a few years ago. One area of the site allows buyers and sellers to close deals in 850-plus flavors of energy. Called Enrononline.com, the section, which opened last November, has already logged transactions valued at $125 billion. Enron is a "principal" that both buys and sells energy. Through the site, the company can fulfill customized requests for energy delivery by assembling the order from various providers. Enron operates horizontally in the market, picking and choosing among various providers. Palmer offers this advice to others seeking to make a market online: "First create the commercial business of the site, then focus your communications around the commercial core." Folder Name: Rahil Jafry Relevance Score on Scale of 100: 86 ______________________________________________________________________ To review or revise your folder, visit http://www.djinteractive.com or contact Dow Jones Customer Service by e-mail at custom.news@bis.dowjones.com or by phone at 800-369-7466. (Outside the U.S. and Canada, call 609-452-1511 or contact your local sales representative.) ______________________________________________________________________ Copyright © 2000 Dow Jones & Company, Inc. All Rights Reserved
|