Re: ONLINE-ADS>> Do offline URLs drive traffic?

Eric Ward - URLwire Web Launch News (netpost_at_netpost.com)
Fri, 24 Jul 1998 10:14:05 -0500 (CDT)

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Some strategic points about offline URLs...

You have a trade off any time you reach an eye with a URL
if that eye is not online at the time it is being reached.

The trade off can be stated like this:

Since they aren't online and hence can't easily click and
see my site, am I reaching enough interested people with
this URL so that the next time, or some time, when they
*are* online, they will come to my site?

Obvious enough. If they aint online, they aint clicking.

There are several exceptions, like WebTV or those of us
who not only watch TV but also have computers nearby and
are logged on (sad wretches like me with no life).

Another strategic point:

The farther away from being online a person is when they
are seeing your URL, then the less likely they are to
remember it, so give them a URL they can remember easily.

If it's one AM and Conan's on and the ad says go to:

http://www.whyarentyouasleep/younutcake/this/was/a-rerun_idiot.html

then I wont remember it as well as

http://www.sleepeasy.com

Another point...

Frequency matters on TV just like online. I'm gonna
need to hear that URL several times before it sticks.

One more.

Just as Web sites have logical places where users are
more likely to click (aka exit pages), so do TV programs.
I'd rather have my URL/ad at the end of a show, rather
than the first 15 minutes of a 2 hour TV movie. Unless
the movie is crappy :)

So does this mean only buy TV spots with URLs in them on
terrible TV shows where the user can be convinced to log
on? "Hey, buddy, why are you watching this crap? Log in
instead" :)

Eric Ward

The WardGroup - Since 1994 /NetPOST & URLwire/
. News sharing services for Web launches & events
. Content driven URL submission planning & campaigns
. Strategic Web marketing reality checks
. Speaker, C|Net, iWorld, & Thunderlizard Conferences
http://www.netpost.com & http://www.urlwire.com
~~~ mailto:EricWard_at_netpost.com ~ 423.637.2438 (v) ~~

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• Next message: Marlena Schwarz: "Re: ONLINE-ADS>> Do offline URLs drive traffic?"
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• Maybe in reply to: Robert Santos: "ONLINE-ADS>> Do offline URLs drive traffic?"
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