NONE: Re: ONLINE-ADS>> Offline Advertising in an Online World
Re: ONLINE-ADS>> Offline Advertising in an Online World
David Scott Carlick (carlick_at_eyegive.com)
Thu, 17 Sep 1998 17:47:43 -0500 (CDT)
Jim Meskauskas Media Planner, Interactive Media Specialist
Hawk Media, makes a timeless and accurate observation:
>"Most of traditional media's relation to the effect on a
>client's bottom line has always been correlative. No one
>can argue that. With a few exceptions in DR broadcast or
>print, it is very difficult (and often time prohibitively
>expensive) to demonstrate an absolute causal relationship
>between media and response. "
It appears there will be no end to the debate over
impressions versus clickthroughs, or how to evaluate and
compare traditional media to online media. I have watched
this debate for four years now, and have seen no progress.
It is true that, the Internet offers the most potential for
measurement. It will also always be true that you just can't
isolate the individual action from the larger setting --
i.e. response appears to generally increase when awareness
is up, which is why DM folks like Publishers Clearinghouse
run TV campaigns to alert consumers that the mail is coming
(a good example of measurable multi-media success).
In 1995, when I was at Poppe Tyson/Bozell, we put a big URL,
the first used on TV, I believe, as a tag on the Valvoline
spots the client was running, built a website that covered
the Indy 500, and traffic was huge. Our I/Pro reports told
us that visits were coming equally from homes and business
locations. It was clear then and clear now that
'traditional' media can partner very well with online media.
Online, however, takes up where everything else leaves off,
and offers the advertiser the ability to provide immensely
richer information -- to follow through on the consumer or
business buyer's interests, to offer greater convenience,
and ultimately, to simplify and support the transaction and
product ownership.
This is wonderful for 'considered purchase' products, but
harder to fathom for 'low involvement' products. I think too
much energy is being devoted to figuring out how to make the
web like TV so it can sell low involvement products. This
just misses the point. It has grown because it is not like
TV, and because it is all about high involvement.
The most interesting new trend is toward the 'rubber meets
the road' area of transactions, such as the recent
announcement by Pathfinder that they are focusing on the
e-commerce arena as a funding tool.
We see advertising models being completely bypassed by
affiliate deals. Instead of even having an argument over Per
Inquiry or Per Click deals (who controls the creative? who
guarantees a minimum to the publisher?) there is a large and
rapidly growing faction of the marketplace that is just
saying, 'here is a commission on a product sale. You do the
merchandising. The better you merchandise, the more you
make.'
This is a truly wonderful new economic approach that the
Internet enables, and which truly obviates a whole lot of
the old discussion about awareness versus Per Click deals,
because the new model of affiliate deals means the
advertiser 'loses' the old, cost/thousand * CTR * conversion
rate = cost per customer, and just moves to a fixed cost per
customer, shifting the risk out the network to the
individual site or even to the individual. Brilliant!
eyegive, is a new Internet company that has looked at the trends and
introduced a 'modern' model that is relevant to advertisers and online
sellers alike.
We bring cause related marketing to the Internet, and make it available to
any advertiser or any seller. Cause related marketing?
According to the Cone/Roper Benchmark Survey on Cause Related Marketing
(1994):
-- "One third of Americans say that after price and quality, a company's
business practices are the most important factor in deciding whether to buy
a brand."
-- Survey found that social responsibility is slightly more important than
advertising.
-- For causes they care about:
78% of adults more likely to buy product
66% would switch brands
62% would switch retailers
54% would pay more
eyegive enables people to support their favorite worthy
cause with their everyday online activities. By browsing our
page and viewing ads, or by shopping our growing list of
eyegive affiliate partners, individuals can raise money --
without cost to them or their chosen nonprofit.
Our members are delighted by the service, feel good about
'doing good' for a few seconds or minutes a day, and are
thrilled to be able to help genuinely specialized causes
they care about. Because of our Internet design, we can
support the individual and their specific cause -- from high
school marching bands to animal rescue groups to religous
organizations to journalism groups. We support the cause
that the person most cares about. Cause related marketing
combined with the Internet's 1:1 vision.
We have three revenue streams, and hence three marketing
opportunities.
1. eyegive sponsorships. These are $100,000 plus commitments
(all of which flows directly through to charities!) to
sponsor donations. The sponsors are credited with sponsoring
donations, receive prominent display and mention, and will
be publicized for supporting the new idea of
Technogiving(tm), our effort to embed cause support in the
new Internet economy. Perfect for the large consumer
technology company that wants to take leadership stance in
charitable giving and putting technology into the 'do good'
category.
2. Per click advertising. Our base is growing at a 500%
rate, but we are still small. Nevertheless, because of the
intense interest that our members appear to attach to
sponsors and advertisers who support their cause (half the
ad money goes to the cause) our people click and look hard
at the offerings on our member pages. I am interested in any
quality products that wish to advertise on a per click
basis. We talk in the .50 range, and reserve the right to
screen for products and messages that will give a positive
experience to our member base.
3. Affiliate deals. Our rapidly growing eyegive store,
Shop_at_eyegive, aggregates affiliate deals, and donates half
the commission to the cause.
By bringing cause related marketing, and the consumer's most
personal causes, to the palette of advertisers and
marketers, we create a new dimension, one where branding
(after all, people feel better when the cause they care
about is supported) and response (after all, people respond
more when the cause they care about is supported) can be
achieved.
**********************************
David Scott Carlick
Director, eyegiveĈ
carlick_at_eyegive.com
the power of technology to do good.
http://www.eyegive.com
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