Sponsorships only for the giants?

From: Mark Montgomery <markm_at_gwin.net>
Date: Tue, 10 Aug 1999 15:02:26 -0500 (CDT)

Dana Blankenhorn is right on the money with regard to
sponsorships and the value to sponsors in smaller, well
targeted publications.
Sender: owner-online-ads_at_o-a.com
Precedence: bulk

My company evolved to a global business network from a
business consultancy that specialized in marketing. We
conducted hundreds of marketing audits and plans in every
size and type of organization, from mom and pops to global
giants. I rarely if ever audited an advertising situation
that has the potential ROI as sponsorships for smaller
web-based networks.

Our case provides an excellent example pointing to just how
confused online advertising has become. Our demographics in
our membership is very high, including a fair portion of the
fortune 500 with a collective purchasing power exceeding
almost any other publisher.

Ironically, the quantity is low by design. You simply cannot
create the minimum numbers required in a double click
network if you cater to chief decision makers, it's not
possible. For example, there are only about 1000 CEOs in the
fortune 1000 and they don't surf the web all day long, so
the visits are rare.

Online advertising as a system has it backwards for anything
other than consumer brands. Savvy media buyers should be
taking advantage of the systemic ignorance and negotiating
sponsorships that are simply more effective for the medium.
A well planned sponsorship with our small network could well
have a broad impact not just on immediate sales, but
investor relations, media relations, recruiting and
government relations to name a few. Why hasn't it happened
more often? Because my old industry of marketing still has
its collective mind well inside the ancient box.

One of the challenges of course with small networks is that
we are 100% customer service oriented. We don't have time,
money or inclination to go to most industry parties and
trade shows. It's far more efficient for us to pay
commissions to a professional third party to make a match.

While we are an exception to the rule in terms of online
quality, we are not alone. I suspect every niche topic has a
similar case study.

Mark Montgomery
Founder & CEO
Global Web Interactive Network LLC

http://gwin.net

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Received on Tue Aug 10 1999 - 15:33:47 CDT