Re: ONLINE-ADS>> Selling leads or bartering them?

HOHarv_at_aol.com
Sun, 19 Jan 1997 12:52:15 -0500 (EST)

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Leo Sheiner <leo_at_netcomuk.co.uk> wrote:
>
> We have a unique promotional opportunity to deliver probably about 5,000
> highly targeted wealthy and influential individuals to a site of our
> choosing. Rather than selling those leads we may be better off to exchange
> that benefit for an incentive prize. I would welcome any suggestions or
> advice on this or perhaps someone on this list might themselves be
> interested in this.
> >>

Dear Leo:
Your concept of exchanging or bartering media for incentives is one that
seems to be working for us. Hecklers Online is a comedy area found on AOL and
the internet, and was recently named "Best Humor Area" on AOL. We have tens
of thousands of "participants" who visit our site each day, and participate
in our many games, contests, and activities. Winners of these events receive
"tokens" that can be redeemed for prizes in a special "Prize Cellar" we have
established within our site(s). In setting up this area, we approached (and
are still approaching) a number of companies whose products match our
demographics. Companies that provide product receive (at no cost) a rather
large visual for a product shot, along with a text area where website
addresses or phone numbers are given out. We now have prizes that range from
Hayes Modems, to Fossil Watches, to Jolt Cola Jock Straps.

My advice to you would be to carefully examine your audience, then target any
promotional activities to that specific group. In so doing, you will retain
the interest of your readers, while targeting your advertisers' message
directly at the audience desired. Good Luck!

Scott Harvey
Marketing Director,
Hecklers Online, Inc.
AOL Keyword: Hecklers
www.hecklers.com

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