NONE: ONLINE-ADS>> Re: Direct Response Pricing
ONLINE-ADS>> Re: Direct Response Pricing
Bob Schmidt (schmidt_at_magicnet.net)
Thu, 14 Aug 1997 23:06:47 -0400
Gloria Martinez-De Jesus writes,
>We have traditionally sold based upon
>impressions, but are considering these new proposals. What is the
>market price for click throughs, sales, per inquiries? Can someone give
>me a clue on how to proceed further with this concept?
I am presently negotiating a per sale banner deal with Doubleclick for
iloveorlando.com . I am impressed with Doubleclick's approach. They seem to
have their act together and understand that the bottom line is what the
advertiser needs to achieve in cost per sale, then work the ad buy
backwards from that. One could do a lot worse than study their approach.
This type of ad selling is so different from impressions (let alone the
newspaper "space" salesman who is totally lost in the Internet ad world)
you may have to dedicate a separate, specially trained rep to this kind of
deal, as Doubleclick apparently does, in order to make it work.
On a personal note, Gloria, feel free to email me when you're ready to
accept insertions on this basis. We have a resort in Miami that will be
interested. <g>
I really sympathize with the newspaper people. They have the largest
learning curve. First they have to learn how to negotiate off the rate
card. That's the hardest part for the entire newspaper ad sales
organization from the top down-- especially the top. Then they have to
overcome years of selling against the broadcast model and turn around 180
degrees to learn how to sell ads like a radio rep. Then they have to learn
the Internet lingo. Then they end up at the forefront of a new trend
selling new, different, daring and exciting (but largely unproven and
unpredictable) technology instead of the laggards selling old, but tried
and true technology. Suddenly life is full of surprises.
Instead of reinforcing old advertising habits, they must promote breaking
those habits. The entire thing is a totally foreign experience. Nothing in
the newspaper ad sales experience provides good preparation for this. But
those who manage to make the transition (without losing their minds) will
be among the most effective and will be able to write their own ticket to
online ad representation-- anywhere-- and quite possibly one day to the
publisher's throne-- ahead of those who stick to print.
Bob Schmidt
www.provider.com
Author of The Geek's Guide to Internet Business Success
The Definitive Business Blueprint for Internet Designers, Developers,
Programmers, Marketers and Service Providers
http://www.vnr.com/vnr/geeksguide/
ISBN 0-442-02557-2
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