RE: UKNM: Viral Marketing #2

[Alex Maclean]

Hi Alex

Surely building a list of email addresses is actually building a database of

prospects who you can then gather details about, build a relationship with

and over time convert the hottest percentage into customers? (in its most

basic sense).


You could carry on getting thousands of people to visit your site once,

never to see them again....and never to sell to them because they instantly

forget who you are....but that seems like a bit of a waste to me -

particularly if your product is high ticket it's not going to be a one-stage

purchase.


IMHO it's a matter of applying traditional marketing techniques to the

question in hand, to make it work for you. Not going into detail, but: if

you were dealing with direct mail or an on-pack promotion (for example) you

wouldn't chuck away the details of the people who had responded to your

campaign....so why would you do it in this instance? If you are going to get

thousands of details, pre-plan what info you want from them, how you are

going to segment them and how you are going to create the relationship that

turns them into cash customers.


I'm sure Ruth at the IDM would have some tips for you.....  :-)


Good luck with the campaign


Alex Maclean

Marketing Manager

alex [dot] macleanmondaq [dot] com (mailto:alex [dot] macleanmondaq [dot] com)

http://www.mondaq.com


-----Original Message-----

From: Alex Bainbridge [

alex [dot] bainbridgefirst48 [dot] com (mailto:alex [dot] bainbridgefirst48 [dot] com)

]

Sent: 23 October 2000 10:53

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Viral Marketing #2



Yes we are worried about too many sign ups


We have a product that alot of people want - but not many people buy

(actually they do buy not not as much as the dream about our holidays!)


We want to list quantities - but as these would be minimal - would we be

best with lots of small ones or one large one?


We are not interested at all in building a database of email addresses - I

think that dot coms only want large "unique visitors" and "registered users"

to show to VCs that they are on track - we are more interested in customers.


Anyway, we have an idea now - a viral travel quiz - need to do some

technical work before we explain how it works (as it may not!)


regards


alex bainbridge

http://www.first48.com



[Sam says: msg chopped]



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