Re: How much advertising is needed?

From: Paul Enriquez <paul.enriquez_at_QUOKKA.com>
Date: Mon 22 May 2000 09:56:13 -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?

As a past Media Professional for a large San Francisco
agency and Online Crusader for CNET, I have to say that
I am a little shocked that responses to these types of
questions haven't changed in the last two years.
People in this industry are still on polar opposite
sides when it comes to the costs and benefits of the
Internet. I think that the problem stems from the
desire to look at the Internet as one tool, either an
advertising medium with banners or a direct marketing
tool with clicks. Everyone wants return. That hasn't
changed from the birth of marketing. What has changed
is the opportunity. The opportunities that are held
within the Internet are huge.


It is creativity and time that are lacking. If there
is a clear and obtainable goal, objectives and
strategies should be set that provide the necessary
steps to achieve the end goal. Everyone's goals are
unique to their own business. At least I hope so. If
not, there is no creative thought in the market.
However, there are many similar objectives and
strategies to get there. Using the Internet is a
common strategy. How you use the Internet is a tactic.
I always see tactical responses to questions without
inquiries into the business goals. This doesn't make
sense to me. How can you comment if you don't know what
you're commenting on. There may be other reasons why
this person needs 100,000 registrants. Someone in the
company may be looking at it based on return. They may
have the notion that it will take 100,000 registrants
to cover some cost or something. Perhaps, instead of
100,000 random registrants the desire should be to
reach qualified registrants that would be more likely
to support the business goals.

My advice to the person who wrote the initial message
is to step back and look at your goals. If your goals
are 100,000 random registrants, then there are ways to
get them but they may not pay in the end. If the goal
is to register qualified people that will support the
business, then I would really focus on narrowing down
your target audience definition and then apply
strategies and tactics to reach that group. It may be
through advertising, email, sponsorship, content
partnership or something outside of the Internet. The
best thing about the Internet is that there are many
opportunities to reach a specific group, but it is not
the end all be all. It will take time and effort, but I
have found that the work on the front end to will pay
off in a more efficient use of dollars.

if you like, you can contact me directly for
assistance.

Paul Enriquez




Received on Mon May 22 2000 - 11:56:13 CDT