Re: Ads down

From: Leo Sheiner <leo_at_netcomuk.co.uk>
Date: Wed, 28 Apr 1999 06:08:32 -0500 (CDT)

RAMON RAY <RAYRAMON_at_NYFCCS.COM> WROTE:
>If you had $30,000 dollars, and needed to advertise and
>wanted to reach small businesses.
>
>What would you do with it?
>
>I would do two things (not including PR and etc)
>
>1. Advertise in Inc. Mag and other small biz pubs
>
>2. Take several thousand of that and do a direct email
>(including adv in ezines) to small businesses.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I agree with you wholeheartedly. But you are dealing with a
very distinct targeted community. It so happens that I am
about to launch a new product called 1on1lite. That is a
product that will provide benefit to anyone on the web but
frankly the greatest benefit and therefore my primary target
is business. Not necessarily small business, in fact the
greatest benefit would be gained by corporates. So I have
been giving this very topic some considerable thought and
come to much the same conclusion notwithstanding the fact
that I own a banner network. It is horses for courses.

Businesspeople are least likely to spend a lot of time
surfing the web (they are generally too busy). When they do
need to research something and if they are a senior decision
maker they tend to delegate the task. And businesspeople
generally have pretty narrowly focussed objectives and go to
a limited number of sites. So business (especially
corporate) is probably one of the more difficult audiences
to target.

Although I will also run a banner campaign, I expect the
largest share of my promotional resource will go to targeted
mailing, targeted ezines, targeted sponsorships and offline
advertising. Since we have the technology to track all the
way to registration and beyond I shall have very precise
feedback and will adjust expenditure once I know whether my
initial assesment is right or not.



RAMON RAY <RAYRAMON_at_NYFCCS.COM> WROTE:
>Give me a client that has a great product and that I
>UNDERSTAND and shape some nice, Nick Usborne type text to
>your audience, I'll blow away any banner campaign. If some
>big vendor wants to host a "bet" I'm game. Leo you get a
>vendor to give you $10,000 for banner ads, I'll get a vendor
>to give me $10,000 for a non banner ad campaign (same
>product, but let's use different URLS or something to track
>it) and I probably will win.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This is one challenge I will not take up because of what I
have already said above. I will also grant you that a
personally written article/recomendation whether it appears
on a targeted web page or indeed in an ezine will get more
response than banners. But the same could be said of any
editorial (or advertorial) compared to advertising. If the
readers perception (rightly or wrongly) is that this is an
independent assessment of a product they will simply give
that more weight. But it doesn't diminish the value of a
banner or an advertisement that can reach much larger
numbers.


http://safe-audit.com +44181 346 0770 mailto:leo@safe-audit.com
25,000 member host sites and 250 Million impressions a month
QV sensors track the quality of visit and provide guaranteed results.
New partner program generates revenue for life


========================================================================
------------------------------------------------------------------------
       This week's Online Advertising Discussion List sponsors:
         RadicalMail, Clicksales.com/Download.com and Flycast

   Sure, you can continue to rub two sticks together.But that's
      not gonna make the Advertising Gods real happy. Check out
    http://www.radicalmail.com for advertising that really works

                                ---

 ###100% GUARANTEED### Pay-Per-Click and Pay-Per-Download Advertising
     All of your money back if you are not completely satisfied!
-->> http://www.clicksales.com/ and http://www.downloadsales.com/ <<--

                                ---

WEB ADVERTISING THAT MAKES YOU A HERO. Our Web experts optimize your
buy across 780 sites. All for what you'd normally pay for placement on
one. Call it superhuman. http://WWW.FLYCAST.COM/OA

------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request@o-a.com



Received on Wed Apr 28 1999 - 06:36:44 CDT