Re: Serve the Customer

From: Michael Ehlenberger <michael_at_premiumnetwork.com>
Date: Wed 21 Mar 2001 12:12:04 -0600

JANET ATTARD <attard_at_businessknowhow.com> WROTE:

> Do purchased direct mail lists typically have that
>kind of response and conversion rates? Ditto for TV
>and magazine ads? If advertisers are NOT typically
>getting those kinds of response rates and conversion
>rates on NON-house lists, why should they expect them
>from the web?

First off the big question about interactive TV is will
the cable and satellite companies deploy the hardware
required to create a large enough audience to make this
a viable medium for advertisers. Secondly, even if
they do deploy the equipment do the social dynamics of
viewing TV in a family setting allow for one viewer to
start surfing the interactive ads while others are
fighting over the remote control. Maybe TV should just
stay dumb.... If I remember correctly, the Wink Domino's
campaign actually offered FREE Pizza. Half of the people
who viewed the interactive ad did agree that FREE Pizza
was a good idea.

As far as purchased mail lists are concerned, many times
your existing customers (in-house list) have seen your
message enough times to either take action, ignore, or
request removal. It's always a good idea to continue to
build your in-house list by renting good targeted lists
and continuing to introduce new blood to the mix. It's
like a pipeline... more in, more out. It's managing the
process, negotiating the terms, and executing. That is
the true challenge.

My company does provide these services as well as
representing over 120 major sites online for advertising,
integrated content, newsletters and mailing lists. I'd
be happy to speak with anyone who is looking for ways to
improve their bottom line with online advertising!

All the best!

Michael Ehlenberger
Director, Business Development
Premium Network, Inc.
408.360.9895 direct
michael_at_premiumnetwork.com

http://www.premiumnetwork.com - THE ONLINE ADVERTISING EXPERTS !



Received on Wed Mar 21 2001 - 12:12:04 CST