Re: Branding, etc

From: Neil Cohen <Neil_at_Adauction.com>
Date: Thu, 4 Mar 1999 10:47:50 -0600 (CST)

RAMON RAY WROTE:
>For the small biz person, banner adv on some big name site
>may not work out that well. I think advertising on Ezines is
>the most effective method
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Ramon,

Having worked for small companies with limited advertising
budgets, I am quite familiar with the problems one may
encounter when buying media. On a tight budget, there's no
doubt that Ezines can be a great channel for member
acquisition. However, when buying media and planning your
marketing budget, you should never discount the power of
advertising in a branded media outlet, whether it be online
or traditional.

Brand association is not just an overused term that applies
only to McDonald's and Coke. The importance of associating
yourself with big brands has a large affect on how your own
brand is viewed in the public eye. In short, presence
builds preference - the presence of your brand among the
most trusted and high-profile brands will instill in your
potential customer the idea that your company is as much of
a "player" as the companies you are surrounding yourself
with.

Online, by closely associating yourself with major brands
such as Yahoo!, Netscape, E*Trade and others, you command a
high degree of credibility that cannot be duplicated by
other marketing efforts. When you buy media on sites like
this, you are running banners or sponsorships next to major
players like VISA, EBay and HP. By buying media on these
channels, your brand can bask in the glow of the halo of
these bigger brands, positioning your company as a "player"
in the mind of your consumer.

The great thing about buying media on these channels is that
it need not be as difficult or expensive as many people
anticipate. Adauction.com specializes in selling media on
top-branded Web Sites at market-driven prices via real-time
auction. Not only can you acquire great banner ad space on
premium sites, but you can also bid on email and sponsorship
packages to diversify your reach and appeal. This approach
benefits the small business and direct buyer in that it
allows them to test sites that may require costly minimums
through traditional channels, but the auction allows them to
buy small chunks of media to test effectiveness and help
build brand identity. Please take the time to come by and
browse through available inventory at any of our auctions.
You should be able to find a premium site such as Yahoo!,
LinkExchange or any number of others that might satisfy your
advertising needs.

Of course, simply buying media on Yahoo! or any other
premium site will not guarantee results. You must first
make sure that your core message and creative are fine-tuned
so that your identity can be clearly communicated. From
there, you can begin strategically buying media on premium
channels to help leverage your brand identity with other big
brands.

Good luck.

Neil Cohen
Sr. Vice President, Business Affairs
Adauction.com
neil_at_adauction.com
415/365-2207
188 The Embarcadero
3rd Floor
San Francisco, CA 94105



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Received on Thu Mar 04 1999 - 11:49:23 CST