Re: Why online advertising sucks

From: Shawn Merwin <merwin_at_netsync.net>
Date: Fri 16 Mar 2001 18:45:55 -0600

BRANDON ESTES <brandon_estes19_at_hotmail.com> WROTE:

> First, I think the majority of internet users buy
> toilet paper, tooth paste, and dish detergent. What
> I want to know is, why is there no reason for P&G
> to advertise online? I pretty much agree with you
> on this point. In my gut I know selling toilet paper
> through an online ad will not work. Is this because
> online ads are not a good tool for branding? After
> all, toilet paper is toilet paper. What sets them
> apart is the brand. What do you guys think? Is
> branding possible on the internet? If so, how do we
> do it?

I have little experience in the advertising and marketing
fields, so I can't talk the talk when it comes to
certain topics. I can speak to one email newsletter
campaign we are running for a mid-sized grocery store
chain in the northeastern U.S. I would consider that
online advertising, and I don't think it sucks.

This chain has used our messaging service to send HTML
and text email newsletters on a strictly opt-in basis
over the last 5 months. Only individuals who hold this
chain's "membership card" can subscribe for it. Within
each newsletter is a viral marketing feature to send
the entire newsletter to a friend. Each newsletter
also is divided into sections, and each section can
appear or not, depending on the categories chosen
during subscription. (Each newsletter also contains
the ability to easily subscribe to new and currently
unsubscribed interests.)

One of the subscription interests is for people with
babies. We have had good success going to companies
who cater to this demographic and getting them to
advertise, offer coupons, etc. Maybe this isn't the
same as advertising for toilet paper, but do diapers
count? By carefully targeting these advertisements
and other content by interest, the chain can ensure
that their partners are getting the most for their
advertising pennies.

And when we get our database of subscribers and their
selected interests talking to the grocery chain's
database of what the subscribers are actually buying?
It may not be as exciting or glamorous as advertising
at the halftime of the SuperBowl, but you can't deny
the possibilities.

Thanks to all for the engaging discussions. I've
learned more from this group than my brain can
possibly hold.

Shawn Merwin
Director of Communications
Visionary Software Solutions, Inc.
www.visionarysoftware.com



Received on Fri Mar 16 2001 - 18:45:55 CST