Re: Ad troubles

From: Jim Henderson <Jim.Henderson_at_keymarkllc.com>
Date: Thu 23 Mar 2000 12:03:03 -0500

ALLAN POLLETT WROTE:
> I recently launched a banner ad campaign which failed
> miserably. I had been very careful about choosing where
> to place my ad. I sell high end art and wanted to
> target wealthy clients. I choose the saabnet.com whose
> visitors fit the profile I was looking for. I bought
> 100,000 impressions for $650 US. The banner is used was
> the following:

Allan,

My personal opinion is that banner ads serve better as
billboard advertising than as direct response
advertising. When I'm on a site, I rarely click over
to another from an ad and when I do I simply bookmark
it for later reference.

I would recommend considering a two step approach where
you have banner ads on sites that fit your demographic
and then can do opt-in e-mailing to them. I'd also
follow that up with very nice direct mail pieces
through US Mail.

Out of curiosity, have you ever tried online auction
sites?

Good luck.

Jim Henderson
KeyMark
jimh_at_keymarkllc.com




Received on Thu Mar 23 2000 - 11:03:03 CST