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NONE: Re: ONLINE-ADS>> Online media kits
Re: ONLINE-ADS>> Online media kits
John Schick (jschick_at_netgambit.com)
Tue, 22 Jul 1997 16:23:36 -0500
Chris Bertchie wrote:
> One of the truisms of ad sales is that if you don't talk to a
> prospective advertiser, they remain just that: prospective. Until I
> have qualified you as an advertiser, and know what your objectives
> are and what your product or service is, I can't give you the best
> proposal. I'm with Jane, and want to create a simple
> required registration (name, email, phone, company) to front my
> online media kit.
Chris,
You guys are toast! Nothing personal, but I'm pretty involved with
online media kits and rate cards, and the customer shouldn't have to
qualify themselves, the advertising site should. Maybe we've been
spoiled over the years with SRDS rates. We called a potential
advertising site AFTER we viewed the basics of your media kit in one of
the SRDS books. Now we have Focalink too. The customer is always right,
and they know that you should have nothing to hide. And it's not rocket
science. If a POTENTIAL advertiser wants to advertise on your site, the
best way to convert them to a paying advertiser is to provide them with
comprehensive rate card/media kit detail online. That's what the Web is
all about! BTW - I've noticed a significant trend among top websites
towards this "qualify the customer or he gets nothing" mentality, and if
anything kills Web advertising, it will be this.
Regards,
John
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John Schick http://www.positionagent.com
jschick_at_netgambit.com http://www.adresource.com
PositionAgent Monitor Website Search Engine Rankings
AdResource 500 Web Advertising & Marketing Resources
312-201-0489(V,F) Co-author "Getting Hits", Speaker Web Ad '96
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