UKNM: Ambitious marketing manager seeks...

[Andres Varela]

hi


Next week our site will feature as benefactors: Microsoft, Digital, Wired,

LinkExchange and InfoSpace.  These companies have really helped us out pro

bono, but that's not to say we don't want to spend money.  A misconception

which has meant I've had to *chase* media owners.


The media budget here is 5 per cent of sales.  The maximum projected sales

(through the Net) would provide around 20 million dollars to work with.

Then again, if we don't sell anything, then we don't have any money to

spend...


The trick is to adjust the timing between the chicken and the egg.  When we

find something that works, we have absolutely no problem with chucking vast

quantities of cash at it.


(so those who think that the pro bono benefactors have been hard done by

haven't realised that as soon as we see great conversion from their

audiences we'll happily pay top whack to increase our exposure)


What we know doesn't work (for our product) is simple blind ROS banner

campaigns.  Brand awarenesss is all very well.  Persuading people to part

with credit card numbers needs them to be better qualified before they

arrive at our site.  A paragraph or two of editorial seems to do the trick.

So that tends to mean a special page on a media owner's site, or mention in

regular mailouts to their users.   That kind of thing.


We can track who came from where, we can co-brand and customise sites and

assign separate IPs, servers and domains...usual stuff.   We can also

provide prizes for contests and such - for example we're buying 20,000

laptops from Dell between now and the Millennium so there'll be a few spare.


So I guess what I'm primarily interested in are large media owners, with

readership not afraid of e-commerce.  Then again you might have better

ideas.  The majority of our customers aren't so much gamblers as people who

are having a flutter and helping out the Red Cross.


I know I'm talking to mainly the UK here, but I know there are plenty of

overseas lurkers on this list...if you think you have something useful then

please get in touch wherever you are.


-A/




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Andres Varela  - The Electronic Fundraising Company


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