NAPAonline.com Signs PARADIGM Interactive to Plan and Place Online Advertising

14 August 2000

NAPAonline.com Signs PARADIGM Interactive to Plan and Place Online Advertising

    ATLANTA - PARADIGM Interactive announced that NAPAonline.com, the e-commerce vehicle for NAPA AUTO PARTS, has named PARADIGM its online agency of record. NAPAonline.com has retained PARADIGM to drive targeted customers to its Web site in order to increase site registration and online sales.

    PARADIGM Interactive is working closely with NAPAonline.com to provide the Internet media strategies that will enable the company to meet its online objectives. PARADIGM is developing and implementing NAPAonline.com's Internet marketing campaigns, as well as analyzing their results for maximum effectiveness and return on investment.

    "We chose PARADIGM Interactive for its proven expertise in applying direct response marketing principles to the Internet," said Gaylord Spencer, vice president of marketing services, NAPA. "PARADIGM is helping us extend our online product offerings to our best prospective customers."

    PARADIGM Interactive's direct marketing campaigns for NAPAonline.com include online banners, buttons and links to drive prospects to the NAPA site. The company is also creating targeted e-mails for selected opt-in e-mail lists to guide additional traffic to NAPAonline.com. PARADIGM recently used both of these strategies to significantly increase NAPAonline.com's registered user base with its Pepsi 400 "Margin of Victory" game campaign, in which people were invited to guess the margin of victory for this NASCAR race. In addition, PARADIGM will provide Web strategies to help NAPAonline re-market its products to existing customers.

    PARADIGM Interactive, a division of Paradigm Direct Marketing, is a leading provider of direct response strategies for the Internet. Since 1994, PARADIGM Interactive has provided strategic planning and execution of direct response Web campaigns for many high-profile clients, including Lands' End, Service Merchandise, Alamo Rent-A-Car and First USA Bank.

    "PARADIGM's strong background in traditional direct marketing has allowed us to successfully extend the best direct response techniques to the Internet," said Kurt Kandler, CEO of PARADIGM Direct Marketing. "We're helping NAPAonline.com make shopping for auto parts easier and more convenient for its customers."

    NAPA AUTO PARTS is the world's largest auto parts network with over 6,000 NAPA AUTO PARTS stores and nearly 10,000 NAPA AutoCare Centers. In addition to a wide selection of auto parts, the NAPAonline.com Web site offers search information specific to car makes and models, shopping lists for various car repair projects and a locator function to help customers find the nearest store. Site visitors can also take advantage of automotive advice and NASCAR information.

    PARADIGM Direct Marketing, Inc. is a full-service direct response and database firm located in Atlanta, Georgia. The firm works with sophisticated direct marketing firms, advertising agencies and corporate marketing departments to help them identify niche audiences across various media.