ONLINE-ADS>> How to order promotional activities over time?

Tom Hukins (tom_at_eborcom.com)
Tue, 11 Nov 1997 18:55:52 +0000

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The "When To Begin Promotions?" thread got me thinking about a related
issue - when launching a site, in what order should the various elements of
the marketing mix be used?

My guess is that something along the lines of what follows would be best:

Start off by asking a few highly targetted sites for links, and ask friends
and contacts who would be interested in the site to visit it. On your site,
explain that it is in a "pre-launch" state, and make it easy for visitors
to convey their impressions of the site to you. This will help you figure
out what's right and what's wrong with your site. Over time, you would
continually register with more of these specialised sites.

Next, test a few banners for the site. See which ones perform the best,
perhaps also ask visitors what they thought of the banner they clicked on
and why they clicked. These vistors _should_ also be a fair match for your
target audience, so their comments on your site will help you improve.

Before using any traditional media it would be necessary to ensure your
site is in the major indexes and search engines, in case people would
rather use these to find you than type in your URL (which they may forget).

However, indexes which feature "What's New" lists or "best recent
additions" should be submitted to just before a major launch of your site
(with news releases and large-scale advertising), to confirm the impression
of a launch and the site being new.

Perhaps different types of sites should use different strategies? Perhaps
I've missed out something, or got something wrong? I'd really appreciate a
few different perspectives on this issue.

Regards,
Tom Hukins, eBORcOM.

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