Re: Public Rate Card

From: Kevin Frazier <KFrazier_at_AdAce.com>
Date: Mon, 17 May 1999 16:12:57 -0500 (CDT)

LARRY CHASE WROTE:
>Furthermore, you can support your cpm rate by expanding
>your sales efforts. The more interested parties you have
>in advertising w/you the more you'll be able to "support
>your rate card"

I have seen this work first hand. I would like to interject
however that this can also be accomplished by supporting the
sales effort through automation. I don't want this to come
off as a plug for my company so I will refrain from posting
my URL. Looksmart has just launched an automated sales
system to allow small business advertisers access to
"keyword" advertising starting at $75.00 CPM. This might
seem expensive to frequent advertisers, but to small
businesses with very limited budgets, it provides ACCESS to
quality targeted advertising. The entire sign-up process is
automated so their sales staff can focus on higher dollar
sales. We developed this product so search engines and
vertical market site owners could plug in an automated sales
system that would allow them to sell inventory in smaller
chunks, but at a premium price. This system aggregates
customers, handles creatives, does the billing, serves the
reports, and integrates electronically with the sales and ad
serving departments managed by each partner. Basically, it
delivers pre-sold electronic RFP's (insertion orders) to
each partner. If customers want discounts then they need to
spend the $1000 to $5000 monthly minimum, otherwise it is
not cost effective for a sales rep to give discounts or
spend too much time on the phone. Advertisers will have to
pay a higher CPM, but they can make smaller (affordable)
purchases by using this automated system, which also
integrates on-line banner creation, and campaign submission.
So in summary, yes, expanding the sales efforts will support
your rate card.

Best of luck to everyone,
Kevin Frazier

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Received on Mon May 17 1999 - 17:16:20 CDT