Re: CPA, CPM...

From: Jim Sterne <>
Date: Wed 14 Nov 2001 21:48:06 -0500


>When looking at the $12 Million in interactive media
>placements I did over the last 12 months, I have
>found that my CPM deals DID work, quite successfully
>(over 706% ROI to be exact)

I am dying to know how that was calculated, Amanda.
Can you share your math with us?

>Maybe it's our target audience, or a difference in product

That's something that hasn't been discussed much recently
and may explain a *lot* of things - maybe even Rob Frankel.
Well, OK, I admit that's a stretch.


>They have built
>such a large base of low end and newbee consumers that
>they can pull off CPA deals and make money.

Let's talk about marketing vehicles and appropriate
products. If I were going to sell the amazing
Super Bass-o-Matic '76:
I would probably make a whole bunch of promises to
pay out big bucks for CPA pop-under deals. Why?

Because I wouldn't be very worried about my brand or
creating long term relationships with the public or
my customers. The margin on a Super Bass-o-Matic '76
is high enough that I can afford big payouts and if
some ambitious sales/marketing/advertising person wants
to spam the planet then more power to them.

('Scuze me while I go wash my mouth out with soap.)

Fun's over, here's the point. Quick-sell, low cost,
impulse purchase items that can fly off the shelf
may mean that CPA is a good deal for everybody.

But take a quick look at Amanda's clients:
This is not your Ronco crowd. These are companies
with brands that are based on culture, sophistication,
heritage, and a whole slew of upscale attributes.

These are not the sort of firms one would expect
to see running Buy-Now! ads during the 1:30 am
re-runs of 3rd Rock From the Sun or printing
their offers on the back of those Have You Seen
This Child mailers.

Different products, different approaches.

What say?

Jim Sterne Target Marketing of Santa Barbara
Author, Speaker, Consultant +1 805-965-3184
Web Marketing, Customer Service & E-Metrics Consulting
Subscribe today to the mostly monthly "Full Sterne Ahead"

Received on Wed Nov 14 2001 - 20:48:06 CST


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