Re: ONLINE-ADS>> Does online advertising work?

Hollis Thomases (hollis_at_webadvantage.net)
Tue, 22 Dec 1998 13:27:48 -0600 (CST)

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RANDY PICKARD WROTE:
>>>Peapod's learning has been that banner ads by themselves are
>not a silver bullet, however they serve as an effective
>marketing tactic when utilized in conjunction with other
>marketing vehicles.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

We're experiencing a strong correlation between total
marketing support and banner effectiveness. In markets where
banner ads are our primary marketing vehicle, click-thru's
are low and cost of advertising per number of resulting
orders is obscenely high. In markets where Peapod is using
banner ads and radio, the banners ads are producing
marginally successful results. However, in the markets where
we are utilizing a combination of banner ads, radio, direct
mail, and print coupons, good results are being achieved
behind the banners.<<

I found Randy Pickard's posting very interesting and wonder
what kind of statement this is making. Has anyone else had
similar results? And what does this mean for small business
without the size budget that this kind of successful
marketing campaign requires? It seems as though the
off-line marketing campaign built up enough brand identity
that the banner then just becomes the vehicle with which to
get the consumer to the site.

Hollis Thomases
Web Ad.vantage, Inc. http://www.webadvantage.net
410-569-4950; 410-515-2417 (fax)
Not just creative spark...creative FIRE!

--
Web Ad.vantage, Inc. - Integrated web site marketing solutions.  Promote
your business and your web site simultaneously, on-line, off-line or
both.


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