Re: UKNM: Targeted Email Campaigns

[Ray Taylor]

John Braithwaite <

JohnBGBGdirect [dot] com

> asks:


 > So, ahem, Ray:

 >

 > What would you advise for the discerning Internet company wanting to

spread

 > it's message cheaply and effectively..... ?

 >


Not sure about the "cheap" angle, John, as I tend to associate the words

"cheap" and "nasty."


But if you are interested in cost-effective campaigns (where you get maximum

return for moderate outlay) I would suggest (in no particular order) the

following:


1. Take an integrated approach, considering more than one medium

2. Produce powerful creative that will capture imaginations as well as

eyeballs

3. Be very careful in your selection of candidate media

4. Make sure you have a brilliant offer and that it gets due prominence on

the site

5. Run campaigns that combine brand-building with lead-generation, sales

promotion and traffic building (where possible) in order to maximise the

return for your spend

6. If you do decide to include online advertising (eg banner advertising)

make sure you select a specialist agency rather than a Jack of all trades.

Obviously my company, eyeconomy, is one of the best, but I am told that

agencies like i-level, media 21, and a couple of others do a sound enough

job too.


As to using banner advertising, it might be appropriate, it might not,

depending on your requirements. Happy to talk to you about them (see contact

details below).


But if you have had a bad experience with banner advertising in the past,

suggest you take note of point 6 above. Many people claim to understand

"banner advertising" (as well as web design, marketing, search engines,

mending bikes, etc.) but totally screw up the campaign, giving the medium a

bad name.


So if you want to get it right first time, talk to the experts. We have

recently taken on a client from another agency and have more than doubled

the return on the client's investment in the first few weeks.


If you need any further advice, I will be speaking at Online Information

next week. Or please feel free to review the content on our web site as of

Monday, when it will (at long last) be ready (sorry, only a temporary and

rather grubby effort to date, too busy doing client stuff to do our own).


But, as always, you can always give me a call or email me


Thanks for the opportunity to offer my advice


Ray Taylor    Tel: 020 8249 6313

rayeyeconomy [dot] com

eyeconomy - leading the way in online advertising

coming soon: www.eyeconomy.com 



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