Online Customer Leads Program Offered

By: E&P Staff CoolSavings, an online direct marketing company, announced today the launch of its Lead Generation Network Services to newspaper companies.

The service works with a newspaper's online registration page. Once a person fills out the form, they are then transferred to a CoolSavings hosted page. The user will find a series of targeted offers for a variety of things like a chance to win cash from JC Penney, for example. To qualify, the person may need to provide some additional information. Once they do, CoolSavings gives that information or lead to JC Penney.

CoolSavings's Ken Treske, chief marketing officer, said that the information is all opt-in and that they are able to give their customers relevant leads by segmentation. The company has been around for five years and claims to have delivered 36 million qualified leads to partners, which include Old Navy, Tivo, Proctor & Gamble, and American Express. Advertisers pay CoolSavings based on the number of qualified leads.

It costs about $2,000 to set up the program, and CoolSavings shares the revenue from any leads generated from a newspaper's site.

Papers can also use CoolSavings for their own leads. The network can deliver qualified people that don't subscribe but might be willing.