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NONE: Re: ONLINE-ADS>> Advertising on local city services
Re: ONLINE-ADS>> Advertising on local city services
Rick Freeman (Rick_at_marinweb.com)
Sat, 15 Mar 1997 00:31:38 GMT
On Thu, 13 Mar 1997 17:44:08 Wayne Browning wrote:
>
>LawMatt_at_aol.com wrote:
>>
>> I have been reading this letter for the last few months and have seen no real
>> discussion of the local/;regional services that are springing up such as
>> Yahoo, CityView, Sidewalk and Digital City.
>
>absolutely disagree 1000%. The thinking you have is primitive and that
>particular sector(regional) is dealt with much more precisely by local tv,
>radio, print. Perhaps a BBS line is what you should look into. I consider
>your marketing philosophy to be restrictive and mis-guided. Microsoft gave
>up their plan for regional type platforms and Yahoo is having difficulty
>finding sponsors especially since their exclusion from softbank marketing.
Um, sorry... gotta jump in here. Local advertising is a significant
market (to say the least). Currently, the only barrier to effective
local advertising on the Web is that a relatively low percentage of
citizens are on-line, which translates to a pretty small absolute
number of potential viewers in all but very large markets. That's a
temporary problem though. For example I just read a Washington Post
article about the latest Commerce Net (or whatever they're called)
study which showed that 17% of the population have used the Web, and
that the number is climbing rapidly.
And by the way, Microsoft's regional effort is called Sidewalk, is
launching very soon, and is all over the media lately.
> i don't understand isolation, it's not in my volcabulary.
Do you understand business? A heck of a lot of it is local, and that
will never change.
>I do not believe you do your local clients a favor by preaching that
>philosophy of "regional business" , when with free trade the world is a
>global market, you would do better learning how to market the correct
>model, it takes more than 8 hours a day, it takes a battle mentality.
I'm not sure what that means, but I feel like I'm at a motivational
seminar.
Sorry, I clipped the part about the syrup seller, but it does deserve
a mention. The implication is that ANY business can go world-wide,
but it's just not realistic. There will always be botique products
like special syrup, but they are a very, very small percentage of
sales dollars. How can a health club, or a shoe store, or a day care
center, or a movie theater, or a drug store go world-wide? And even
if you can think of some way now, will it hold up in 5 or 10 years
when every other business on the globe has a Web site (or whatever
they're called then)? People spend a lot of their money on things
that they are almost certian to buy close to home. The businesses
that sell those things spend a lot of THAT money on advertising, also
close to home. Don't you want any of that money?
>Business sites must link themselves to entertainemnt sites to achieve
>consistent traffic and thereby eventual brand recognition, just like
>early tv.
>
>Carnation Milk & Geroge Burns remember that model, it works on the net.
Why would a local business want to pay $30cpm on a million-hit-a-month
site, when only .01% of the visitors are even POTENTIAL customers.
Until that site can serve ads to visitors based on geography (my
guess, no time soon), those sites are not a resource of any value for
most businesses. Better spend your energy thinking of a better way to
attract visitors, or else not try on-line marketing for local
businesses.
Best,
Rick Freeman
M a r i n W e b
Marin's Home on the World Wide Web
http://www.marinweb.com
98 Main Street #453
Tiburon CA 94920
415 458-3201
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