eDoorways, a Web-based consumer portal and business-to-business center that unites consumers and vendors, is focused on building a database of vendors and wiki-based data in the following new markets: Automotive, Entertainment, Financial Services, Dining and Food and Beverage, Home Improvement and Technology.
The corporate mission of Houston-based eDoorways has been to unite consumers with questions and concerns with the experts and vendors that have the answers. The company said that as its user base for the new focus areas increases, it will organically add new topics. eDoorways will concentrate its new marketing effort primarily on middle-class Americans across a wide swath of age ranges, including 18-24-year olds up to Baby Boomers. The company anticipates focusing its efforts on creating awareness of new focus areas rather than on consumer education.
eDoorways is launching a three-tier marketing plan to coincide with the new efforts to garner more consumers. The first part of the marketing plan includes building vendor listings through e-mail blasts, vendor spotlights, telesales and print advertisements. Second, eDoorways will build its base of experts through additional ads on partner websites, consumer loyalty rewards programs, working with vendors to offer incentives, and promotion of local events. Finally, the company will use local events and advertising and public relations campaigns, including print and Internet media, to attract new users.
In an effort to minimize capital expenditures on the new marketing effort, eDoorways plans to roll-out the new campaign on a city-by-city basis. Major cities to be included are the following: Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Houston, Los Angeles, New York, Philadelphia, San Diego, San Francisco, St. Louis and Washington, D.C.
eDoorways currently has exposure to roughly 5,600 clients in two cities and expects those figures to surpass 100,000 clients in 30 cities by 2012.
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