Re: How to Ask for Special Advertising Deals

From: Julie Law <jlaw_at_marketfundamentals.net>
Date: Fri 07 Nov 2003 09:15:38 -0600

Jeremy, although you are looking at online advertising possibilities, I
would suggest that you consider another approach - online public
relations.
 
Your business proposition is incredibly timely (think 'Queer Eye for the
Straight Guy')and public relations is typically more effective than paid
placement because it is usually viewed as more credible and unintrusive
(The Fourth Edelman Survey on Trust and Credibility, January 2003).
Historical research indicates that consumers are influenced by the
buying behaviors of others when making their own purchase decisions.
Additionally, they get information about these buying behaviors from two
primary sources: media and word-of-mouth (The Fall of Advertising and
the Rise of PR, Al Ries and Laura Ries).

Since the 'Queer Eye' program has created such 'buzz', it's an opportune
time for you to reach out to the online and offline media, blogs, etc.
Given the information about services from your site (e.g. 'we use
knowledge of psychology, sociology, science, and technology to encompass
the full range of image-enhancement possibilities, tailored to the needs
of men like you') - you've already attempted to position yourself as an
expert which is a common PR tactic so this may be a better fit within
your company culture.

What's more, online PR affects other aspects of your marketing strategy.
An example - online articles, posts and press mentions often include
links back to your site increasing traffic and increasing your rankings
within the search engines. Unlike offline PR, it's more easily tracked,
provides near real-time feedback, and provides flexibility to your
overall campaign. It offers some clear advantages over advertising
(although in any integrated marketing strategy, there is often a place
for advertising) and appears to be a good starting place for your
company because you can capitalize on the existing 'buzz', spend time
more productively (instead of trying to convince Webmasters to let you
advertise), and extend your reach on the Web.

This strategy would impact your Web site so be sure to work with a
developer that recognizes and understands the needs of this audience, in
addition to your previous audience(s).

All the best -
Julie Law
Market Fundamentals
www.marketfundamentals.net
marketing and PR basics for your business
 




Received on Fri Nov 07 2003 - 09:15:38 CST