Appealing to U.S. small business users could be tough. International Internet companies have poor track records of unseating homegrown Internet brands and the size of the niche Alibaba is targeting remains unclear. Despite the different business models, many self-made entrepreneurs are satisfied making bulk purchases and sales to consumers on eBay.
In addition to the ad campaign, Alibaba is also reaching out to U.S. users with training videos, contests and events and business development deals. Earlier this year, the company struck a promotional partnership with FedEx Corp., offering FedEx customers help using the site in exchange for FedEx giving Alibaba users a discount.
To support the push, the company has increased the U.S. staff of Alibaba.com to 17, up from five employees last year, and will expand its Santa Clara, Calif., office further in 2010.
The new U.S. ad campaign was designed with Traction, an ad agency in San Francisco. Similar versions will run in Europe and the Middle East. Ms. Sang says her goal for the advertising campaign is to increase the number of U.S. users who have a strong awareness of the Alibaba brand by 10% in the U.S. this year and to increase traffic from certain demographics the campaign is targeting by around 20%.
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