An Interesting Advertising Model

Joan Sotkin (joan_at_rfl.com)
Wed, 24 Jul 1996 07:06:57 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Ruth Rainey: "Mailing List Newsletters-Updates"
• Previous message: S. Finer: "Net and Web Use..."

Hi,

(This was cross-posted to IMARCOM.)

Last night, I was one of three speakers at the Computer Club of Leisure
World -- a retirement community in South Orange County, CA of 22,000
residents. It was a SRO crowd in a room that had 250 seats. About 1/3 of the
people were already online and at least another 1/3 said that they were
anxious to get online.

The senior market, as many of you know, has more discretionary income than
any other demographic group.

A local, large ISP has gotten together with the Orange County Register --
one of the two main newspapers here -- to create a model for a Web site that
combines the features of the Net with the needs of the community that has
tremendous potential. (The project is going through the approval stage).

The site would serve the community by posting a calendar of events (there
are many activities), a community bulletin board, helpful information. Much
of the information would be provided by local eateries, travel agents and
other vendors who pay for the privilege of presenting their wares.

Aside from the regular e-mail system, there is going to be a separate one
that works only within the community. (I'm not sure how that works.) The
site would be password protected so that only members of the community can
use it.

The proposed site was very well designed and easy to use. Very carefully
planned out. Leisure Worlders could either use their ISP of choice or take
advantage of the service they are offering for $10/month.

The company has offered to help them upgrade their modems, install software,
etc. for a $10 service fee. There are other benefits as well.

The computer club has a lab with a number of computers that are hooked up to
the Net that members can use for free.

It appears to be a win-win for everyone. The major problem that I see is
that the number of computer owners in the community is limited. Although
some are braving the technological challenge, many are not. Many of those
that do will need a lot of extra hand-holding.

However, I think the model is one that bears examination. What a wonderful
way to create an advertising opportunity aimed at a highly targeted market.

Joan Sotkin

********* Resources for Living (tm)--http://www.rfl.com************
Does your Web site attract as many visitors as you would like? Are you
reaching your financial goals? I will evaluate your site and give you a
written report with suggestions for increasing your site traffic and
effectiveness of
your sales presentation.Your satisfaction is guaranteed. E-mail
joan_at_rfl.com for information.For FREE newsletter, send e-mail to news_at_rfl.com.

• Archive Home Page
• Search
• Next message: Ruth Rainey: "Mailing List Newsletters-Updates"
• Previous message: S. Finer: "Net and Web Use..."

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.