Re: UKNM: Advertising A Website?

[Felix Velarde]

On 24/2/98 I read:


>   Mark Curtis wrote:

>

>   > I'd guess that their problem is lack of brand trust/knowledge.

>   >

>   > We're trying to push clients towards using their off-line with

>on-line but

>   > to do different jobs. Our belief is that the former won't lead to as many

>   > impressions directly as on-line, but helps establish credibility for the

>   > (unknown) brand so that when it is seen in a banner, the consumer is more

>   > inclined to click.

>

>   An interesting one Mark - I'd be inclined to agree with you from an Ad

>   background, but I have an inclination the web works slightly

>   differently.  Or maybe it *worked* slightly differently.  Amazon, Yahoo

>   etc. didn't do offline campaigns until very recently so their whole

>   brand presence was built online only.  Some companies on the online

>   brokerage side of things such as Quote.com have again only started

>   recently.  Can another brand build online only to gain trust etc?

>   Perhaps the market now is:

>

>   (i)	Too crowded with 'me too' firms in certain sectors to make online

>   brand awareness a feasible possibility now

>   (ii)	Too many mass market consumers coming online who are not

>aware of

>   the net only firms.

>

>   A moot point of discussion.  I know we have done it exclusively online

>   for several clients who would have expected an offline campaign as well.

>   Unless targeting is easily offline, I still think in the UK it is too

>   expensive and has too much wastage for the average online brand to

>   really make an impact.  If you have the dosh though like AOL then go for

>   it! And that comes from someone who would love to see more integrated

>   campaigns - its our bread and butter!


When we created the Snickers web site it was promoted exclusively on-line

for eight months by Underwired (www.underwired.com) with 140k page

impressions per week after nine weeks average. Underwired now does all of

our clients' on-line promotions: indeed our own non-commercial site

(www.head-space.com) is an exclusively on-line brand with some 100k page

impressions per month (for a high-end designers' site). Off-line promotion,

for example for the Snickers site, made almost no difference to traffic

levels. On-line banners, however, boosted traffic by a significant

percentage, with click-through rates of around 6-8 percent.



Felix Velarde


Managing Director Head New Media


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