RE: UKNM: Mo' Banner Blues

[Robin Edwards]

On Monday, March 01, 1999 4:19 PM, Sajid Mohammed [SMTP:

g23rocketmail [dot] com

] 

wrote:

> Take this real

> world case study:


<Details snipped>


> Assume a CPM of ?20 and you're talking a whopping ?300,000 if my brain

> is working properly. Which is cheap compared to TV, I know...but even

> Tom Loosemore can't persuade his clients easily of the virtues of

> spending a few grand on banners.


It is true - the stats do add up like that. However, modify a few variables and 

things may look a bit better (I'll come to an example in a minute). Remember 

though, Mr. X may benefit considerably in the future from return sales, which 

is a fairly common practice - anyone who remembers the slightly twisted Amazon 

figures would know that it is probably cheaper for Amazon to send a free book 

to everyone who hasn't bought through Amazon yet on the hope that a large 

percent will go on to become regular customers. After marketing spend has been 

accounted for, it is fairly common that a business will either make a loss or 

just break even on the first sale from a new customer. Recruitment and loyalty 

are joint kings!


Anyway, Mr. X needs to look at:


* How to improve his ratio of visitors to orders above 1% (we're seeing up to 

10% on some of our sites)


* How to improve his CTR above 2% (the main gist of a lot of recent messages, 

and I have another post coming up on this!)


* How to get a more favourable CPM!! If he is buying 150,000,000 impressions he 

should drive a harder bargain!


> Also, better tracking would help i.e. you may see a banner, not

> clickthough and then two weeks later decide that you really do need an

> ethernet hub for your kitchen and go off to visit Inmac or similar.


Yep, we're also after the recall factor and hoping that our latest campaign 

will make those who _have_ seen it, but not clicked on it, say "oh yeah - 

companyX has a web site now, I can go buy the stuff there."  We back this up 

throughout the year with more, cohesive, banner campaigns to keep the visitors 

coming.


> I'm off to buy some Sta-Prest clothes now - dontchajustlove Flat Eric?


Yes, personally I think it is the finest TV campaign in at least the last 6 

months, and appeals perfectly to people like me, who are likely to go out and 

buy their stuff. Now if someone could distil everything that is great about 

those ads, and somehow squeeze it into 12k @ 468x60 then they'd be onto a 

winner!


--

Robin Edwards

Clockworx Design Limited

T: +44 1543 252370           F: +44 1543 420761

E:

robinclockworx [dot] co [dot] uk

     W: http://www.clockworx.co.uk/ 

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