Garden.com: Growing By Its Own Rules
The first “bucket” is primarily about branding and the second drives sales. Each is spent in an 80/20 fashion toward the primary and secondary goal of the bucket.
Garden.com is continually experimenting with new marketing and branding ideas. It retains consistency by generating most campaigns in-house. There is a marketing team and a director of brand who oversee the campaigns of each marketing medium, as well as the tracking. On occasion, outside consultants are hired to assist with marketing. For Garden.com’s spring 2000 branding campaign, Austin, TX-based ad agency McGarrah/Jessee helped. Garden.com often outsources media buying for the Internet, television and radio. Befree.com operates its online affiliate marketing, which includes 20,000 relationships.