NONE: Web site PR and promo development
Web site PR and promo development
Eric R. Ward /NetPOST & NetWIRE/ (netpost_at_netpost.com)
Wed, 7 Aug 1996 22:51:34 -0400 (EDT)
Online-Ad'ers
After my maiden post (search engines stink), I had 11
people email me personally and ask what other options to
use beyond search engines and directories for awareness
building, especially if I'm so sure about most of them
being worthless.
Here's an example of the types of things that can and
have worked to significantly increase site traffic
and company/brand awareness.
I believe a one key way to increase exposure of a Web site
is to create special events or promotions that are
only available via the site, and then share the news
about these events with the many net/web media folks that
cover such news. In a nutshell, stop trying to
promote a web site, and start trying to promote a Web-
specific event, that so happens to involve your Web site.
For example, Taco Bell decides to start selling a new
burrito. This in and of itself has nothing to do with
the Web, and is not of interest to any web media folks.
Let's say Taco Bell also has a Web site. My suggestion to
them would be to create a Web only promo called "name the new
burrito and win a Winebago". Make the contest only available
to visitors at the Web site, and promote the *contest*, not
the Web site. That way you end up increasing the visits
to the site, but by developing a unique and Web-specific
interaction. I believe that web sites themselves, especially
company sites, are miserably boring and missing the chance
to engage people. I would never in a million years
visit the Taco Bell web site unless I had a good reason.
I say, give folks a reason.
Another reason this makes good sense is because many Web
media folks are aching for good material to write about,
and a promo is far more interesting to write about than
the fact that Taco Bell has a Web site. In this sense,
you create an EVENT, that so happens to be Web based.
Granted, this is a simplified example, but it is exactly what
Traditional PR firms hire me to do for them, and then I
alert the appropriate Net media folks around the world.
Bingo. Media coverage. These events can take many forms and
last short and longer term depending on the promo and goals.
The numerous Olympic Web sites are perfect examples. The
varied companies that slapped up Olympic sites knew that
the site was only temporary, but lordy the traffic and
awareness building. Same with the Super Bowl site. Nobody
goes there now, but 7 months ago they were getting a cool
million visits a day.
I'm doing several Web-only promos over the next month, and
while I don't want to push them here, I'll wait til after
they run and share the number with you and whether the
clients were happy.
Regards,
-eric
Eric Ward - The WardGroup |NetPOST & NetWIRE| <netpost_at_netpost.com>
W W W P u b l i c i t y , P r e s s & M e d i a S e r v i c e s
o Technical Ed. MacMillan Publishing's "Strategic Internet Marketing"
o Winner, 1995 Tenagra Award for Internet Marketing Excellence
o Charter Member, I.D.A - Internet Developers Association
o Guest Speaker - Adobe Internet Conference Series
o Panel Speaker, Web Advertising 96 - October '96, New York
o Guest, America Online's "Internet InBiz Show"
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