NONE: Re: ONLINE-ADS>> Who is deserving of a link?
Re: ONLINE-ADS>> Who is deserving of a link?
CHris MacGregor (chris_at_tenagra.com)
Wed, 8 Oct 1997 13:36:11 -0500
Ray Taylor <taylor_at_bizbiz.com> Wrote:
>
>It is the job of the site owner, having created the content-rich site,
>to then create the opportunity for clients to position their message,
>and then to take that opportunity to market.
Exactly. My site's main focus is a link section that lists every type
foundry on the Internet. Every advertiser that I have had on my site has
already been listed in the index, yet the extra service that I provide to
them through positinoning thier brand is what sells my site.
>It is the job of the site owner to demonstrate the value of paying for
>something that you can, apparently, get for free.
I provide a very focused market that is already thinking about buying the
advertiser's product, the banner ads on my site serve to increase the
mindshare of the companies advertising with the sites audience. The Type
Index has had a high click-thru rate (9.5 to 9.8%) for banner ads, and we
offer even more direct advertising models.
The trick for selling advertising (or sponsorships as I like to call them)
is to do it better than other mediums. In the type market there are a small
number of magazines that are effective for advertising. When a foundry
releases a typeface it usually takes two the three months to get it into a
magazine ad, and into the hands of their customers. My site offers a
showings section which allows a foundry to reach its market much quicker
and for alot less money. This model has been very effective with the
foundries that have tried it so far.
The most important factor in developing a content site is setting your site
up as an expert filter. Your advertiser's customers need to think of your
site as THE place on the internet for information about the topic you
cover. Once you have established your site as the premier site in any field
then advertisers will start knocking at your door.
>It is no good saying that people are stupid and don't understand
>anything about the Internet. If you can't educate them, you will never
>sell to them.
You also need to educate your advertisers. Let them know how to improve
their site to make more effective use of their advertising. By sharing your
knowledge on publishing a good site that people come back to your
advertiser will be more inclined to keep his ad running on your site.
>
>My question is: "Is it easier selling banner advertising to somebody who
>knows all about it, or to somebody who is completely new to the
>concept?"
Both are easy to sell to, but the person who knows about banner advertising
will understand the results better.
CHris
CHris MacGregor
-------------------
Internet Type Foundry Index <http://www.typeindex.com>
UNION Type Supply <http://www.typeindex.com/UNION/>
chris_at_tenagra.com Tenagra Corp.
Web Content Designer <http://www.tenagra.com>
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