Re: UKNM: Advertising A Website?

[Mark Curtis]

Felix wrote.....


>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.

>


But its horses for courses isn't it. We're discovering right now that

off-line ads work very well for Screentrade (www.insurance.co.uk). And to no

surprise the single best effect comes from great press coverage, though you

can't build a campaign around the latter. I'm not suggesting that off is

therefore better than on, just that in this case the mix appears to work.