Re: Online v. Conventional Media

From: Ryan Gibson <ryan_at_kbitraining.com>
Date: Fri 15 Feb 2002 08:51:06 -0600

Hello Maria,

I believe that Frito Lay and like companies are putting
their attention on the most cost effective way to have a
"high frequency" of contact. Internet advertising with
stratgic Television ads would hit their target market for
brand purposes. Would I try the same method for a website
application company or a widget manufacturer? Probably
not. But for branding Frito Lay's, it seems to work.

The actual fact that we are exposing an entire newsgroup
to a discussion envolving their brand adds to the success
of their campaigns as we will be counting or at least
looking for Frito Lays online subconsciously now. Pepsi
has put a great deal of money into all of their brands
online. To be quite honest, after watching the Britney
commercials on Yahoo...I felt like Pepsi... so you can
definately hit your target market online with a consumer
product that already has a brand. (Rich media helps)

The difficult part and less likely to succeed intiative
is to take a product with no brand and attempt to do the
same. It is possible, but less likely and borderlines
gambling. However, we all know the greatest gains have
come from some gambling mixed with strategy. This is
where I recommend passing your "massive" branding budget
to an advertising firm like Palmer Jarvis. If you don't
have the "massive" branding budget, then you should not
try the branding game with online advertising, but with
great service, targeted campaigns, proven sales strategies,
and a good product.

It is hard to tell from your email whether this was a
question to begin a discussion, or whether you need some
professional advice on online advertising. Please send me
an email directly if you need help making some "tough"
decisions for your company.

Sincerely,

Ryan A Gibson
Director of Marketing and E-Commerce
Ryan_at_kbitraining.com
Ph: 604-331-4471
Cell: 604-831-3400
Fax: 604-331-4478
www.kbitraining.com

Suite 410 938 Howe St.
Vancouver, BC
V6Z 1N9



Received on Fri Feb 15 2002 - 08:51:06 CST