AUTOMATED DEALER GROWTH USING THE INTERNET

PRESS RELEASE

AUTOMATED DEALER GROWTH USING THE INTERNET
6FootMedia launches an innovative Viral Marketing system driven by consumer inquiries

Dateline: January 10, 2005
Contact Name: Tiran Dagan (tdagan@6footmedia.com)
Homepage: www.6footmedia.com
Contact Phone: (866) 636-6888 Ext. 201
Contact Fax: (800) 230-1587

January 10, 2005, New York, NY – 6FootMedia (6footmedia.com) recently launched a
viral marketing solution for its client WaterTech - a manufacturer in the pool & spa
industry. The solution is centered on a consumers-base dealer locator while notifying new
and potential dealers of the influx of consumer inquiries. Viral Marketing is the use of a
self-perpetuation mechanism, such as a referral or affiliate program, to grow a user base
in a manner similar to the spread of a virus.

6FootMedia has been providing marketing and branding services for its client WaterTech
since its inception in 2001. As a strategic consulting firm, 6FootMedia accompanies all
major marketing and advertising efforts and was engaged in November 2004 by
WaterTech to launch a design & implement a consumer oriented service which would
stimulate the company's market penetration and open new distribution channels.

Leveraging Internet Inquiries

Drawing on a similar success with a healthcare client, 6FootMedia came up with a novel
use for a familiar application: A dealer locator which allows consumers to search for
dealers based on their distance from a given reference point such as an address or ZIP
code. The technology behind this feature is termed geographic information systems
(GIS) because it employs a process in which dealers (which are considered points of
interest or POIs) are positioned on a map by assigning their respective longitudes and
latitudes. When a user searches for a dealer, the server identifies dealers within a circle
radius of the search.

Since 6FootMedia had already developed the GIS platform for geocoding addresses
(6FootMedia's Proximity Locator), WaterTech's proximity locator development took
under 2 weeks to complete! The proximity locator uses DHTML and special software
which communicates with the web server to predict user input without any special
plugins required by the visitor. For example – when a visitor types in their ZIP code, the
system prefetches the city and state referenced by the ZIP code without reloading the
webpage where the visitor is on.

It is what takes place behind the scenes of the proximity locator that is truly significant:
When a consumer searches for a dealer, they are asked if they would like to have a dealer
contact them. If so, their information is forwarded electronically and by fax to the dealers
closest to the consumer. In addition, the system sends notices to other retailers who do
not yet sell the company's product yet are within range to the consumer and alert them
that an inquiry has been made by a consumer interested in buying the certain product.
These notices are sent via Email or Fax, depending on the existing relationship between
the manufacturer and the retailer. Consumers are identified by their initials and town of
residence and the dealer is encouraged to contact the manufacturer to establish dealership
relationship in order to handle future inquiries (a "tickler alert').

The system is loaded with information about existing dealers and all other potential
retailers across the world. This data is geocoded and resides on the website server and is
used to handle consumer inquiries and tickler alerts. With an average of 400-500
proximity searches daily at the high season in May-August, the system creates a self
propelling marketing solution for WaterTech whereas legitimate consumer inquiries not
only feed existing dealers but stimulate the growth of new distribution channels for the
company at a very low cost.

Focusing on marketing growth

"The proximity location service by 6FootMedia allows us to concentrate on true market
growth,' says Guy Erlich the president of Water Tech. "As we approach the coming
season, we will be heavily promoting our website to drive new consumer traffic to the
benefit of our existing dealers. This new traffic and the 6FootMedia's Viral Marketing
tool will no doubt open new sales channels for us and stimulate the market for our
products which are innovative on their own part.'
Proximity Locator Address: www.watertechcorp.com/html/locator/

About 6FootMedia

6FootMedia is a strategic marketing & consulting firm based in New York City. The
company implements marketing and sales solutions using the internet, printed materials
and multimedia for its Fortune 500 clients which include Wachovia Bank, Coalition for
the Homeless, Neuro Vision, ECP Network and others in the healthcare, financial and
military industries.

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Industry: Business Advertising & Marketing, Business eCommerce,
MSA: New York NY
Keywords: 6footmedia,6footmedia.com,graphic design,geocoding,GIS,CASS,address
cleanup, longitude,mapping,DHTML,web, development,database


TERMINOLOGY

CASS: The acronym for Coding Accuracy Support System, a program through which the
USPS approves sofware vendors and other information service providers to provide
certified ZIP+4 and address corrections services to the public. To be eligible for
automation discounts, and mailing list must have been verified and corrected using CASS
certified software. (source: National Mail Order Association)

DHTML - The next generation of HTML, the language that specifies exactly how text
and images will be displayed on a web page. Dynamic HTML, developed by Netscape
and the World Wide Web Consortium (W3C), is based entirely on industry-standard

HTML and Java. New features in Dynamic HTML, such as absolute positioning, give
designers and developers greater control over the look and feel of web pages.
Geocoding: also commonly known as address matching. It is the process of creating a
spatial description of a place, such as a point feature from a nonspatial description of that
place, like a street address. Recorded x, y coordinates of a location are cross-referencing
between a standard reference grid and non-geographic data such as addresses or zip codes
to accurately map that location. In order to geocode, a geocoding service must first be
defined.

GIS: Geographic Information Systems (GIS) are information management systems tied
to geographic data. Various types of data sets, such as hydrology, road networks, urban
mapping, land cover, and demographic data can contain hundreds of pieces of
information about a specific feature…all tied together geographically to provide spatial
context.

Longitude,Latitude: Latitude is a coordinate that is used to specify positions on a
sphere. The latitude of a place is the distance of the place to the equator, measured in
degrees along a circle between the two poles. Places on the equator have zero latitude, the
north pole has latitude +90 degrees (or 90 degrees north), and the south pole has latitude -
90 degrees (or 90 degrees south). In the sky, latitude is used in the ecliptical and galactic
coordinate systems. The corresponding coordinate in the equatorial coordinate system is
called declination. The second coordinate needed to specify a position on a sphere is the
longitude. (source National Solar Observatory)

Plugin- A program module that adds inline functionality to a Web browser (or, in
general, any other program). On the Web, plugins let Web browsers display data such as

VRML scenes, real-time video, or multimedia data inline with the HTML document.
Prefetching - By monitoring certain files and user activity, specially designed software
can prefetch data required by the user. Prefetching data is the process whereby data that is
expected to be requested is read ahead into the cache. Prefetching decreases the time
needed to interact with a software application.

Viral Marketing - The use of a self-perpetuation mechanism, such as a referral or
affiliate program, to grow a user base in a manner similar to the spread of a virus.