Re: Good solid web advertising

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 05 Dec 2005 13:10:58 -0600

D Yancey wrote:

>Passionate airplane owners! Many marketers would *love* to have such a
>well-defined, well-bounded, well-funded, highly reachable target audience!
>
>Others on this weighty list have suggested some strategies, such as SEM
>for your very-specialized keywords, and careful placement of ads in both
>magazines and websites where these wealthy and adventurous men are apt
>to see them. You can also find special interest newsletters, which I
>suspect would welcome a steady sponsor.
>
>I agree with these channels, but would suggest that your company could
>benefit too from sponsorship of the various highly-focused "communities"
>of flyers and plane enthusiasts.

There ya go. This is why we created i-legions.com. People still
don't seem to understand that driving people to a site is much harder
than creating a vehicle with which your existing user base can pull
them in.

The phrase "online community" is bandied about a lot, which
contributes to the confusion in this area. Branded Community (R)
however, is just that: a managed, mobilized and revenue generating
platform designed to promote the brand and its value.

It's funny how everyone keeps thinking that one size fits all on the
web. The fact is MOST businesses do NOT do well from high traffic
generation, but ALL businesses do well with high quality users.

Before I get off the soapbox, there's an off-white paper on this at
http://www.robfrankel.com/Abouti-legions.pdf for those who might be
interested.
--
Rob Frankel
"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, branding expert and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL




Received on Mon Dec 05 2005 - 13:10:58 CST