Re: Linking online ads to offline sales
ALLY SHUTTLEWORTH <ally_at_funkycat.com> WROTE:
>speaking from an online agency's point of view.
>I'm interested in what kind of tracking advertisers
>and agencies can do, to link offline sales of a
>product back to the adverts online that support it.
Since I do not know whether you are representing
retail merchants or manufacturers it is hard to give
definitive advice but the following should apply to
one situation or the other.
Retailers looking to drive product sales should
concentrate their online ads in places likely to be
visited by their usual customers. This tends toward
local sites at the present. Ads should contain
specific unique offers for given products. The
prices quoted in the online ads should be lower
than the in-store bin price (low enough to cause
the consumer to ask about the price difference).
Be careful with differential prices though.
Offers such as 20% Off This Friday should be avoided.
At the time the online advertising is running the
advertiser should not be running ads for the same
product in other media.
Manufacturers who do lots of environmental
advertising for products might consider rebate
offers tied to banners.
Regards all,
John Gaskill
jg_at_info-central-usa.com
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Please sign on at: http://Info-Central-USA.com
Received on Thu Jun 14 2001 - 11:29:45 CDT
