RE: ONLINE-ADS> How to SELL web advertising

Eric Ng (eric_at_student.net)
Thu, 19 Mar 1998 12:08:46 -0500 (EST)

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> Lauren Oelgeschlager wrote:
>
> - the client and the client's needs should be the focus, not
> how many page views your site has or where your site ranks
> in some list.
>
> Lauren Oelgeschlager
> Boston.com

Lauren, I agree that sales people shouldn't focus on page views..
However, it is interesting to note that Boston.Com's ads in the Boston
Globe sometimes promotes pageviews and past/current sponsors as the
_primary_ reasons to advertise.

I'd argue that credibility is the first step for any online sales
staff--and this seems true even for a trusted brand like The Boston
Globe. Of course, if sales people don't go beyond the credibility issue,
sales won't happen easily.

Some simple items which build online credibility:
-Size/reach of site (pageviews, vistors, registered users, etc.)
-Past and present clients and partners
-Testimonials from clients and consumers
-Awards and other media mentions
-Demographic information
-Offline visibility of your brand for both buyers and consumers
-Quick response to questions and on-time return of RFPs/rate inquiries

Eric Ng
Student.Com

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