What ELLE did wrong with its upcoming project

November 19, 2009

I just read an article in Advertising Age about Make Better, a new multiplatform project U.S. Elle is taking on in a partnership with Reebok. They include a link to ellemakebetter.com, which is just a placeholder right now that features the three DVDs they’ll be selling.

The problem? Really, how many of us are going to keep checking back to see when the site finally appears? What ELLE should have done: include a sign-up form to receive updates on the program. Easy list-building, and a head start on getting people to the site.

Don’t miss opportunities like this. It’s the little things that really add up.

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