NONE: Re: ONLINE ADS>> Web Site Media Kits
Re: ONLINE ADS>> Web Site Media Kits
ROBFRANKEL_at_aol.com
Tue, 10 Jun 1997 09:57:45 -0400 (EDT)
In a message dated 6/10/97 2:19:40 AM, pooler_at_pcgame.com (Mike Pooler) wrote:
>My question is this- what kind of Media Kit will best get this across? Is
>it enough to get a white presentation folder with a black logo, and fill it
>up with some printed materials? Or do I need a full-color, spiral bound,
>glossy Media Kit? Should it be concise and factual? Or high and lofty?
Mike: This is the kind of situation where you have to focus less on what
you're offering than what your competition is offering. Stop thinking about
what you want to show them, and start thinking about what your competition is
showing them. Media buyers get hit everyday with full blown color kits,
boxes of goodies and invitations to free lunches at expensive restaurants.
If you walk in with something that makes you look any less established,
important or successful, you will be doing your competition a big favor.
>
>Second question- is there any value in having a web-based Media Kit? The
>Web is what we do best, so a web-based Media Kit would be easier for us to
>develop without a lot of expense.
Think harder: Are you trying to convert the non-line buyers into buying
online? That's a pretty tough sale. Maybe your tactics are off target.
Maybe you should be doing a campaign to get buyers to log on to your site.
>Can anyone tell me, as an ad-space buyer, what in a Media Kit has moved you
>to go with one site while rejecting another?
Personally, I go right to the site, figuring that if they're sharp enough to
get me there -- and I like what I see when i get there -- they know their
stuff. But I doubt that's the typical point of view.
Rob Frankel
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