NONE: Re: Print vs online
Re: Print vs online
Stephen J. Myers, Jr. (smyersjr_at_diamond.nb.net)
Sun, 11 Aug 1996 14:20:08 -0400
>As corporate communications manager for a software company I find myself
>currently embroiled in an ongoing controversy as to the merits of online
>vs. print advertising.
All marketing must use a media mix to accomplish its purposes. Remember,
advertising is an OFFER. Sales are not made from advertising. Advertising
is an announcement of an offer and its purpose is to cause the reader/viewer
to take another step. Advertising fulfills its purpose by by using the AIDA
formula: [A] Attention; [I] Interest; [D] Desire; and [A] Action. There
should be no controversy on print vs online, but a concentration of how to
use each in the best way possible.
>Our objective is to get people to our Web page and evaluate our software.
>As you would expect, the online ads bring more prospects to the site by a
factor of
>10.
Your objective determines that print and other marketing communications
methods (outside of the Internet) still must be the predominant place to
pull potential customers. Print still reigns as the most powerful medium
(assuming you do not have a tv/radio budget).
>Perhaps related and for what it's worth, I just came across a chart that
>shows AOL subscribers compared to the top 5 daily newspapers. AOL was just
>short of 5 million subscrivers, while none of the top 5 (Wall Street
>Journal, USA today, NY Times, LA times, Washington Post) reached 2 million.
Although the Internet offers a vast pool of viewers, it has not proven to be
the place of sales at this time. We have just begun entering this
technological wonder and what it will be terms of doing business is far from
being known. Many voices offer many experiences and opinions, but none
truly know in this hour of formation exactly how all this will be in the
years to come. Therefore, it most important to utilize the established,
proven and tried ways to attract, interest, and pull the potential customer
in.
My counsel, from 35 years of marketing experience, is if print advertising
is doing the pulling, utilize it more. Wisdom would tell us if it is
pulling and bringing them in as customers, captilize on it. Your marketing
methodology on the net needs to be studied for you to determine how to
target customers out of the "vast pool". You are drawing "suspects" who
visit out of curiosity, as opposed to "prospects" who can be converted to
buyers. Then again, this is the challenge that is facing us all.
Steve Myers
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Stephen J. Myers, Jr., Consultant S.J. Myers Associates
Your key to successful Business Development
*More Customers *More Sales *More Profits
Seminars and Keynotes Author of "Building Your Client Base"
PO Box 835 Vandergrift, PA 15690-0835 412-568-1839
Fax 412-568-1566 E-mail smyersjr_at_marketinghelp.com
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