RE: ONLINE-ADS>> Need your help!

Foster, Stephen (foster_at_comdex.com)
Fri, 14 Mar 1997 11:18:34 -0500

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>>We have several major problems with this campaign.
>>First, the resorts want to appeal to tourists at income levels to afford
their rates.

Your underlying problem is in your focusing on such broad-based
resources as search engines to find (hopefully) your audience. Instead,
try targeting areas that already serve your specific customers.
Travelocity and MS Expedia are two of the more prominent online travel
services. With sites like these, you're getting you message in front
people already considering travel, and you're also pre-qualifying (to
some extent) because you already know that theses prospects are affluent
enough to own a computer/modem (yes, I know, unless their doing it from
work). Plus, they're also displaying a certain level of sophistication
simply by the fact that they're using online services for research.
At the same time, you can coordinate your "traditional" marketing
efforts to build an overall strategy that is much more effective than
each individual component alone.
- Advertise in upper-level travel-related publications.
- Simultaneously publish a series of targeted press releases.
- Purchase a quality list of travel agents and do a Direct Mail with
incentives campaign.
You can begin to see that through cross promotion, you're maximizing the
exposure of your image and message, across both the physical and virtual
worlds.

Stephen Foster
Web Copy Master
SOFTBANK COMDEX

http://www.comdex.com
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