Pure Partner Advertising Kit
Timing is everything and Pure Know How's time has come.
What is Pure Know How?
What is Pure Know How
The issue with Everyday Toxins
What is a Pure Partner?
Pure Know How and the Web
Pure Know How Audience
Advertising and Sponsorship Offerings
Advertising Placement
E-bulletin
Web site
Sponsorship
Presentations – Workshops – Media
Hot Seat
Link Requests
Product Testing
Ad sizes
Ad sizes and What They Look Like
Calendar of Upcoming Topics
Rate List
Contact Us
What is Pure Know How?
Pure Know How is a web-based business that helps our subscribers understand the link between the toxins in their everyday personal care, cosmetic and household products and the potential impact on their health and the health of their families. Based on credible scientific sources and presented in a user-friendly format, Pure Know How highlights the link between our health and the environment we live in. Then we deliver practical, positive and “do-able” solutions.
1. Weekly e-bulletin - Subscribers sign-up for a free weekly e-bulletin, which is sent every Wednesday. Topics cover a variety of consumer personal care, cosmetics, and household products that they use everyday day. Our topics are selected six months in advance; let us know if you would like a copy of the calendar.
2. Web site - pureknowhow.com . The Web site is the platform to house current and past e-bulletins, references and resources, product reviews, tips submitted by subscribers, and a “Hot Seat” section - where experts in health, personal care and environmental issues will have an opportunity to communicate with our subscribers.
3. Other - We will be launching an e-bulletin specifically on personal care products related to kids entitled Pure Know How Kids in September 2007. We are available for speaking opportunities, such as workshops, presentations and media interviews to position Pure Know How as a thought leader in the area of increasing consumer awareness on everyday products and to encourage the use of purchasing power to make positive shifts in product development.
The Issue with Everyday Toxins
Over the last several decades, tens of thousands of chemicals have come into use in industry, in the workplace and in our homes. On average, women use 12 personal care products each day, exposing themselves to 168 unique ingredients.1
Many of these chemicals have toxic effects to human health and the environment. Some are shown to be carcinogens, substances that can cause cancer. Some have toxic effects on reproduction in human and animals while others are endocrine disrupters which are chemicals that affect the hormone-producing organs of the body.2
A shift is happening - evidenced by increased media exposure in print and television, big and small business responding with greener/cleaner products and everyday people talking and responding with their actions.
Pure Partners are people, businesses and organizations who join with us to share information, expertise, products and services. Advertising or sponsored content can be purchased in the Pure Know How weekly e-bulletin and Pure Know How Web site.
We look for advertisers and sponsors that have values and products that match with Pure Know How – that is they contribute positively to our health and that of the environment.
Pure Know How is a content based Web site. Canadian women report they prefer Internet as a source of health information to other sources because it is fast, easy, up-to-date, available 24-7 in home or at place of work. They like sites that provide links to related sites which gives them broader access to differing points of view and new ideas.
Research has shown that the majority of users scan web pages instead of reading the text word for word. Pure Know How weekly emails and Web site organizes information into “chunks” with a clear heading and subheadings. Web site information is intuitively placed and ongoing “tweaking” and subscriber feedback continues to improve navigation. The “fresh and friendly” approach appeals to women.
Having a web presence is an important tool for reaching motivated costumers. For example, a recent Pollara poll surveyed 1,200 Canadians and found that one-third of women between 35-54 researches products or services on-line before they buy, as do 37% of Canadians earning over $75,000. This same poll asked Canadians “I trust what is written or reported about a product or service more than how it is advertised." Over one-third of women aged 35-54 agreed.
E-mail marketing works. When your Ad placed is an e-communications product like Pure Know How, you have ready access to an engaged subscriber's base. This “warm target audience” wants to hear if your product/service assists them in addressing concerns and/or completing the solutions identified by Pure Know How. Your ad will call Pure Know How subscribers to action by inviting them to your Web site to “sign-up, download or preview/purchase product.”
We can track the data from your Ad – including the open rate of e-bulletin, number of subscribers who saw the Ad on e-bulletin or Web site, click thru's to the webpage where ad is placed, and most importantly, the open rate to your Web site. Currently, our overall open rate is 61% and click thru's rate is 58%. This compares positively to the industry norm and other sites managed by our email subscription company, Constant Contact, where the average open rate is 37% and the click thru rate is 8.9%.
Pure Know How is an innovative information product with a highly targeted audience primary audience – women aged 30-50+ - interested in health and wellness. These women “in the know” are early to adopt natural health practices and approach to their lives and are making lifestyle choices in line with these values and beliefs. They understand the issues with additives and chemicals in the personal care, cosmetic and household products they use. Pure Know How provides these early adopters with focused information to use for action and a simple means of sharing information with their like-minded peers.
Secondary audiences include women 50+, women under 30, and men aged 30-50. This larger majority “want to know more”. They are interested in their health and eager to learn new ideas - on their own time and from reliable sources. Pure Know How provides a summary of convincing evidence and practical solutions - enabling them to consider new ideas and promote adopting new healthier behaviors.
A note that women are the main decision makers for products – they are responsible for 80 % of the purchases in the marketplace.3
Advertising and Sponsorship Offerings
Pure Know How will work with you to have success with an individual offering, a combination of offerings or a custom approach that we haven't thought of yet!
Pure Know How advertisers are businesses and organizations that pay for specific advertising space to promote and/or inform Pure Know How subscribers of a product or service.
We will clearly distinguish the Pure Know How editorial content on our Web site and weekly e-bulletins, using identifying words, design and placement, to avoid confusion between advertising and our editorial content. You will always know when an ad is an ad and when a message is from us, at Pure Know How. See our Advertising Policy .
Exclusive advertising on the weekly e-bulletin is available for one advertiser each week. This exclusive area is a full side tower banner on the prominent left side. This ad space will remain consistent week to week in order to maintain a distinction between the editorial content of the e-bulletin and paid advertising. The ads will have links to the advertiser's Web site.
Areas of the web site are available for advertising include: side tower banners in varying sizes, superbanners and bottom banners in varying locations on the Pure Know How homepage and throughout the Web site. These ad spaces will remain consistent in order to maintain an ongoing distinction between the editorial content of Pure Know How and the paid advertising spaces. The ads will have links to the advertiser's Web site.
View Ad Sizes available on Pure Know How e-bulletin and Web site.
Pure Know How partners may sponsor a specific initiative with Pure Know How. We will ensure that these specific initiatives are true to the vision of Pure Know How - linking people with information on the products that they use everyday.
Our Sponsorship offerings include:
Sponsored e-mail
A sponsored email is where specific email with information and messages from a business or organizations is sent to the Pure Know How subscribers who have indicated upon signing-up that they are willing to receive sponsored emails. Sponsored content emails are differentiated from the Pure Know how weekly e-bulletin through identification in the email message line and distribution on Thursday's (as opposed to Wednesday). Links to the sponsors' Web site will be through Ads and links placed in the email. Brand recognition will be front and centre on a sponsored email.
Presentation – Workshops – Media
As the Pure Know How message is getting out there - opportunities are popping up all over for ways to spread the message of to become informed about the ingredients in everyday products. We will consider venues, such as a speaking or presenting at events, workshops or other educational mediums as well a guesting on radio, television or Internet media to spread the Pure Know How messages.
Health, personal care and environmental professionals and experts are featured on a monthly basis as Hot Seat columnists. From their point of view, they provide commentary, reflections, and information on topics related to their expertise. Check out who is this months Hot Seater!
We value the work of special interest, watch dog and advocacy groups. Without their commitment to these issues, the research, policy changes and credibility lent to these issues would not get done. If you would like to have your organization considered for listing on our Reference section on our “Get More …” page, please send us your URL, a contact name and a description of your organizations focus and efforts at knowhow@pureknowhow.com.
We support and encourage people to find alternative solutions to the issues we identify each week in our e-bulletin and Web site. To further this connection, we have added Link Up with Pure Partners … a page within our Web site that lists past advertisers by name and logo and directly links to their Web site.
Patti and Tamey use the products they talk about in the Know and Tell section of the Pure Know How weekly e-bulletins. The products they use are selected based on availability, time to research and at times, whim. If you have a product that fits the Pure Know How value set and would like us to try it, please send to Pure Know How c/o 1355 Wellington Street , Ottawa , ON Canada , K1Y 3C2.
To acquire a copy of our calendar please contact us at knowhow@pureknowhow.com
To acquire a copy of our advertising rates please contact us at knowhow@pureknowhow.com
Pure Know How – a thought leader.
1 Exposures Add Up Survey, Environmental Working Group, 2004
2 The CancerSmart Guide, 2006
3 The Big Green Purse Web site – downloaded April 17, 2007