NONE: Re: ONLINE-ADS>> Does online advertising work?
Re: ONLINE-ADS>> Does online advertising work?
Greg Morey (gmorey_at_wfla.com)
Wed, 16 Dec 1998 07:45:22 -0600 (CST)
RAMON RAY <RAYRAMON_at_NYFCCS.COM> WROTE:
>Banner's were great some time ago, but the "Internet" (USENET, EZines, all of
>it) can offer so much more. If you are Mercedes and you want to plunk down $1
>million with Razor Fish, go ahead, but if you Momma's Green Thumb Garden and
>you've got $1,000 or something like that, skip the banner!
>
>Again my focus is on the small business person - read Inc. Mag, Fast Company,
>etc. These guys aren't out to do some feel good
>branding campaign, they want a good ROI - banner's
>can't do that - yet!
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I have to disagree with Ramon. The term "Content is King"
apply's not only to media, but to advertising content as
well. I am a rep for an NBC affiliate site in Tampa, and
have several small clients that have experienced success
with very minor investments. The key question I ALWAYS ask
is "What would motivate ME, a guy with little or no
tolerance to Browse online, to click on an ad? The answer
is simply "What's in it for ME?" What is the offer?
We like to tie two companies together in a reciprocol
fashion to drive traffic. For example Billy Joel is coming
to town to the ICE Palace on Valentines Day. So we are
tieing a retailer to the promotion with Banner ads that will
simply say "Show your "Uptown Girl" how much you love her
with A Valentines Day Date with Billy Joel. Brought to you
by ...." (I'm not sharing who. You'll just have to click in
after 1/18/99 to find out.) Click throughs are fed to a
registration form to win A limo for the evening, Dinner, and
a pair of box tickets to the Billy Joel concert. Once the
registrant submits, then they are immediately dumped to a
five second "Thank you for registering" page and then to the
sponsors home page. The limo, Dinner, and the tickets are
all done as a result of our contacts around town, and traded
for promotional consideration in the registration page and
the "Thank you..." page. Potential add-ons to the promotion
are a Jeweler to provide a piece of Heart styled Jewelry,
and an airline/online ticketing center should there be a
demand to attract users from outside our geographic
location.
We did this with Elton John and our Nissan Partner locally
aattributed three cars sold directly from the contest.
Based upon the $1,500 investment in, one sale directly
attributable to the promotion would have been sufficient.
This can certainly translate nationally by putting a sponsor
with the record label or the artists site.
We like to believe that if you giveaway something of value,
you can always generate traffic. If you are a small online
retailer, choose better partners or get creative in the
offer. I don't care if your banner gets up and makes
breakfast it's so alive, if you aren't offering something
for my time investment I've got better things to do with my
life.
Take the $1000 and go regional with it. You'll find people
that are creative and willing to walk outside the box.
Hope I've helped someone out, as I certainly have gained
quite an education from the posts on this list.
Greg
_______________________
Greg Morey
WFLA-TV/wfla.com
gmorey_at_wfla.com
(813) 221-5743 Direct
(813) 223-3244 Fax
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