Re: How much advertising is needed?

From: Jim Meskauskas <jimm_at_Mediasmithinc.com>
Date: Fri 19 May 2000 11:25:36 -0700

CHRISTOPH ZIEGENBERG cabra_at_gmx.de> WROTE:
> We're working on an internet project which will need a
> lot of people to come to our site, register as a member
> and give us information to create a user profile. To
> start the real project we'll need about 100,000
> registrations and now my question:
>
> How long will it take to get this number? And how much
> advertising is needed for this?

If what you are asking is how much advertising (online)
you will need to run in order to yield 100K sign-ups or
registration, the answer is, A LOT!

Using the DR model, work backwards from the number of
desired registrants: - 100K

- Apply the industry average conversion rate of 2%, and
you end up with 5,000,000 visitors that must be lured
to the site and tempted with registration.

- The number of impressions needed to drive a pool of 5
million from which to get conversion needs to be pretty
huge. If you estimate an industry average CTR of .5%,
you're gonna need something like a billion impressions.


Realize, of course, that none of this takes into
account any other kind of communication efforts save
the 468x60 standard GIF as your sole vehicle for
driving traffic. There are many other things that
contribute to an effort like this... email, PR, WOM,
etc.




Received on Fri May 19 2000 - 13:25:36 CDT