NONE: Re: ONLINE-ADS>> Industry duck and cover
Re: ONLINE-ADS>> Industry duck and cover
Leo Sheiner (leo_at_netcomuk.co.uk)
Mon, 28 Sep 1998 18:39:52 -0500 (CDT)
"Bob Serling" <bserling_at_cts.com> wrote
<snip>
>Also, the statement that measuring ROI is difficult and you
>should only expect to use the web for branding is completely
>erroneous. Again, as a consultant, my job is to see beyond
>the limitations clients set up for themselves. This one is
>easy. Let's say P&G has a wonderful product Screaming Blue
>Twinklethorps they want to promote. Run a contest with a
>banner that says, "Win An All Expense Paid Trip To Hawaii -
>Rename Our Product".
>
>When the prospect clicks through, the copy is something
>like: "As much as people love the results they get with
>SBT, everyone hates the name! What would you change it to?
>Send your suggestions to SBT_at_P&G.com. The best name and the
>worst name will both win an all expense paid trip to Hawaii
>plus $2000 spending cash". Also, offer the prospect the
>opportunity to enter their email address and click a button
>that will send them a coupon for 50 cents off on SBT whether
>they enter a naming suggestion or not. It's that simple to
>make any campaign, for any product, in any media completely
>measurable.
<snip>
Absolutely right, And if you pay per action then you can
measure your interaction precisely and pay directly for
your branding result. If like Yoyodyne, for whom we run
cost per registration campaigns, you then work your
mailing list you can also measure your successful
branding. Relate the two and then bingo you know
exactly the cost and the benefit of your campaign.
It often surprises me that other companies don't
emulate this clever branding model.
Buy into 334 million pageviews p.m. on 10,575 host sites to gain
the results you want. Free consultancy and animated banners
Why advertise using Safe? http://safe-audit.com/adpromo.html
Why host banners for Safe? http://safe-audit.com/hostpromo.html
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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