Re: Overture effectiveness -- not

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Tue 05 Mar 2002 08:41:28 -0600

On 3/4/02, Kelley Mitchell wrote:

>Rob, may I request a bit more detail on your numbers?
>What position did you bid for on Overture? CPC, conversion
>details?

Kelley:

To answer your questions:

>Was the Overture test done in conjunction with the
>site launch?

No, it wasn't. This was a few months into the project.
The samplings you see were taken pretty much at the same
time, with no other external media efforts.

>What position did you bid for on Overture?

Numero Uno. The client wanted it and paid for it, so
they got it.

>CPC, conversion details?

I think they were paying about 50=A2 per click, if I
remember correctly. I have to check that, because we
weren't a part of the buy. They bought it directly.

>I'm also interested in learning more about the brand
>strategy that outperformed Overture as well.

That's the finer point. In most of these kinds of sites,
there is no branding. I was very careful in creating the
brand for PillowMail.com, because we wanted something
that appealed to women. That remains our core strategy
and it works like gangbusters.

If you go to the site, you won't see the regular dopey
stuff that sites "who appeal to women between the ages
of..." usually do. Ours is more subtle, but consistent.
No sexist pandering. It's in the way the site is
designed, how our stories are written and most
importantly, the purpose of the site itself: to bring
couples closer together.

I manage the brand and interact with the users as the
Branded Icon. Cultivating that crowd through my Branded
Community tactics is how we get users volunteering around
the world to help us out (for example, when we needed
users for media interviews recently).

And of course, we turn users into evangelists: The U.S.
navy and air force wives, a very tightly knit support
community, love us and feature PillowMail on their sites.

Those are just some of the ways I cultivate the brand.
It's less structured than the stuff I do for i-legion.com
Branded Communities, but you get the idea.

Hope that helps,

--
Rob Frankel

Big Time Branding (SM) http://www.RobFrankel.com
Revenue-generating Branded Communities:
http://www.i-legions.com
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Received on Tue Mar 05 2002 - 08:41:28 CST