NONE: Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Stephen Cole (sjcole_at_ebook.net)
Sun, 20 Sep 1998 18:28:32 -0500 (CDT)
Jeff Schaeffler wrote:
>>Why spend your advertising dollars on traditional mediums
>when only a certain percentage who see the ad can go directly
>online to view the site promoted.>
I agree that it's difficult for a company whose traditional
base is off-line to justify off-line advertising of their
website. However it makes sense for a web-based company to
engage in branding off line. Here's a personal view:
In my home town of Perth, Western Australia (pop 1.5m), the
nation's biggest ISP (OzEmail) has started posting ads on top
of taxi cabs. So far as I can tell, their previous marketing
efforts have been limited to print media and on-line. To see
them suddenly erupt into the streets in the CBD is a bit of a
shock for someone who's only really ever seen them as an
on-line entity. The effect is to reify the brand - to make it
more real. The same would apply if there were models on the
sidewalk handing out CD ROMs, or ads on radio or TV.
When a consumer encounters a known brand in a new medium,
there's a moment of recognition - epiphany perhaps. It's a,
"Hey, well what do you know! What're you doing here?" Even
if only 25% of those who see your off-line ad are Internet
users, surely bringing this moment about in the minds of your
target audience is worth somewhat more that simply getting
them to glimpse yet another banner?
My two bits.
Stephen Cole
Managing Director
Biblios Pty Ltd
eBooks.com
THE INTERNET DIGITAL BOOKSTORE
Telephone +61 8 9386 5441
Facsimile +61 8 9386 6894
Email sjcole_at_ebook.net
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