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NONE: Re: Clickthrus and *targeted* marketing
Re: Clickthrus and *targeted* marketing
Virginia (nia_at_sitesys.com)
Wed, 7 Aug 1996 10:55:26 -0700 (MST)
At 10:54 AM 8/7/96 +0100, Tony Glassman wrote:
>
>Very interesting discussion(s) for the last few weeks concerning hits,
>clickthrus, etc. The ultimate question (or so it seems to me) is how to
"get to" one's
>audience. Any ideas on co-operative deals, commissioned sales (take my
>product on your site and sell it for X%, and other
promotional/cross-promotional concepts. <snip> What *else* group?!
--------------------
Tony et al:
We did a very insightful (in-site-full?) experiment. And I know that the
more experienced of the group knows about what I'm going to tell you as well
(and I wish we'd all share more "meat" -- sigh). We put up a brand new site
for a client -- that we "co-opped" (more on that below) -- in a very
competitive industry, TRAVEL. What we did for a month is only list this site
on THE SEARCH ENGINES and other search "places" -- web sites etc. We started
getting very modest, but consistent activity right from Day One. (You know,
they always say the Search Engines take several weeks to kick in, so we
waited.) Then we did a couple of link exchanges -- you've seen the ones I
mean. A slight increase in traffic. Finally, we started to post to
newsgroups. Just a handful of relevant, targeted ones. That SAME DAY the
traffic increased 3-times! We posted in just a few more and within 3 days
the traffic had increased 4-5 times. We're adding other newsgroups very
slowly because even though we've taken care not to be too blatant, and we
are posting to groups that we've been lurking on, we've been getting about
1/2% of flames. Not Bad.
As for the co-op concept: what we've done with this client, and several
other clients/Strategic Partners is that we'll share the cost of the site,
including the server fees, etc., for a share in the gross sales. We only
choose products or services that we believe in and we know the companies or
principals personally. In some cases, the client/partner pays for the
developmental costs (but recoups them on the sales), in other cases, if the
client/partner has little money, we'll carry them. I think that this is done
more times than people really will admit. Most of our work right now, is not
on our own Sites but is in doing marketing (or placement/announcement) on
the Internet for Web clients of other ISP/Web Developers. We've been brought
in by the sales guys of these so-called "competitors" to save their clients.
It's an interesting co-venture. I have kept many clients with competitors
when they wanted to leave and come over to us. Cheating and stealing never
works well in business, I find. Even if I don't think the client is getting
the best service or prices from his Provider. I guess it's called "business
ethics."
For our Principal Strategic Partner, the Rita Sanders Advertising and Public
Relations Agency, we are creating a product/services site that will probably
be of interest to most of you. When we actually get close to launch, I'll
tell you what it is. (RS is the 4th largest ad agency in the State -- we're
hoping to move them up a notch or two!)
I guess the Web is well-suited for my personality type: I love being
generous, I love helping others, I enjoy proving myself, I enjoy being "out
there," and the Web's "Virtual Environment" is cost-effective enough that I
can indulge those tendencies that would pretty much kill a business in "Real
Space." Also, there are some businesses in my community that are on the
verge of dying and I don't want to see that happen, and so I've tried to get
them online in an effort to revive them. We'll be creating a web site that
is based upon an informational kernel that is so useful that it will be the
engine to power, to kindle, these other smaller, attached sites.
If you're interested in going to see the travel site, it's at:
http://www.sitesys.com/getaway
Our URL is listed in my .sig file.
Virginia
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