NONE: Re: ONLINE-ADS>> pop-up survey company/software?
Re: ONLINE-ADS>> pop-up survey company/software?
Rob Frankel (rob_at_robfrankel.com)
Mon, 19 Oct 1998 16:36:14 -0500 (CDT)
AT 5:00 PM -0500 10/16/98, CORINNA COWLES WROTE:
>Is there a company or software out there that offers quick
>(3 questions) pop-up surveys to branding companies trying to
>figure out if branding is working with a particular
>site/creative?
>
>I'm in the uncomfortable dilemma of answering the ultimate
>question: How do you show that branding works on the
>Internet?
>
>I know there was a big debate over the pros & cons of
>surveys, but at the end of the day, hard numbers are what
>the client has come to expect.
Well, there's the issue -- right where you're not looking
for it. Branding won't show up in numbers unless you're
really patient and sneaky about it. The real issue you're
asking here isn't about branding at all -- it's about how to
find numbers that will placate your client.
That's a client service issue, not branding.
If your client wants to test the viability of his brand, and
you really want to see how powerful a brand can be, there's
nothing like putting your product next to all your
competitors' in front of your consumer (in a neutral
environment) and asking absolutely nothing other than,
"which one will you buy today?"
Of course, that won't tell you anything about why one brand
is stronger than the other. And it won't tell you if your
brand is working or not, because one brand may be inferior
but more established than yours.
What it will tell you is that branding works. Because one
brand will come in first place, and one will finish dead
last.
Branding does have short term benefits. But quite often,
the real bottom line stuff doesn't become apparent until you
analyze them in longer term results.
Rob Frankel
"Branding is not about getting your prospect to choose you over your
competition; it's about getting your prospect to see you as the only
solution." (sm) -- Rob Frankel
Big Time Branding (SM) http://www.robfrankel.com
Business Opinion Columnist, Ziff-Davis Internet Business Magazine
Subscribe to FrankelBiz for FREE at:
http://www.robfrankel.com/frankelbiz/form.html
Telephone: (818) 990-8623 FAX: (818) 990-0428 -- ICQ:6427394
Toll-Free USA & Canada: 1-888-ROBFRANKEL Mailto:rob_at_robfrankel.com
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
Internet.com, Mind The Store and ValueClick
Internet.com Delivers The Internet Professionals You're Looking For!
Over a million unique users, 75% have purchased online this past year.
Target your message to them, http://www.internet.com/mediakit/find.html
---
ClickToBuy is an advanced e-commerce technology allowing Advertisers to
sell products directly from their banners or images. Call Michael Tingle
at 800-254-9992 or visit http://www.hotflyers.com/demo for more info
---
ValueClick can guarantee you instant revenue on 100% of your ad space
For non-exclusive, flexible solutions that work w/ existing CPM sales,
contact us today: ValueClick http://www.valueclick.com/members.html
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
