ONLINE-ADS>> Getting in the Door

Kevin Leathers (Kevin.Leathers_at_elecomm.com)
Fri, 10 Jan 1997 21:58:09 -0600

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JUst as relative as how to display ads, how much to charge and who to sell
them to is: Getting a foot in the Door with the companies and/or creative
agencies that can buy web advertising.

Here is what has been done on my end:

Built a highly targeted web site, built traffic to an impressive # and
growing, keep the site changing, researched all products sold to and
advertised to the target audience (pharmaceuticals, medical equipment &
services), as well as identified products newly approved by the FDA. Also
identified contacts at both the companies and their agencies, including:
product managers, marketing heads and media planners. Have been sending
snail mail post cards with personalized messages (ie; growth rate, etc.) and
have also sent unsolicited sponsorship packages/media kits to all contacts.
Placed print ads in the top magazines read by these executives . Have made
at least one attempt to reach them by phone and continue to follow-up.

Call back/response rate has been slow in my opinion.

ANY SUGGESTIONS, on how to get more responses, and/or new approaches to
getting the message out.

After 11 years in sales and marketing, it is not new news to me that it is
tough to get through to large companies, regardless of how great the message
or opportunity is, but I would appreciate any advise, especially from
someone on the other side of the desk.

Kevin

Kevin J. Leathers
Director, Advertising Sales & Marketing
OBGYN.net: A Service of Elecomm Internet Applications
(http://www.obgyn.net) kevin.leathers_at_obgyn.net
(http://www.elecomm.com) kevin.leathers_at_elecomm.com
3616 Far West Blvd., Suite 101-234 Austin, Texas 78731-3074 USA
1+(888) 451-2842 toll free USA
1+(512) 451-2842 outside USA
1+(512) 377-5626 FAX

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