ONLINE-ADS>> Where and how to advertise

Leo Sheiner (leo_at_netcomuk.co.uk)
Sun, 09 Mar 1997 15:35:29 +0000

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I am building a site for a client which will be selling an electronic book
for $9.95 with an unconditional money back guarantee within thirty days.
Additionally we will be offering a no-strings attached free promotional
product with each purchase. The Freebie has a genuine retail value of $10
and does not need to be returned even if they request a refund. It is a
good offer since the customer can only gain and cannot lose.

This client has also budgeted $500 per week for web advertising and it is
also my job to implement that for him. He hopes that will buy him 150 sales
a week. At this stage I cannot even say whether that is optimistic or
realistic.

I have a great deal of successful experience as a marketer and in building
corporate and retail sales web sites. I have also been pretty successful
at devising web marketing strategies. However I admit to being a complete
novice at using the web for advertising. In fact I have always been a
little sceptical about the efficacy of web advertising.

My question is this. $500 per week is a pretty limited budget. I cannot
afford to make too many mistakes. I have some guerilla marketing ideas on
how to approach this but I would welcome any advice from people who have
had this kind of experience on how and where to advertise. I want to limit
my clients risk and leverage his spend.

Leo

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