To Netpreneur Exchange HomeTo Discuss 
Main Page

AdMarketing | Funding & Finance | Netpreneur Corner | News Center | Quick Guide | Home

[Date Prev][Date Next][Thread Prev][Thread Next][Date Index][Thread Index]

AM: Customer Acquisition via the Web

To:     ad-market
Subject:     AM: Customer Acquisition via the Web
Date:     Mon, 18 May 1998 09:27:32 -0400

Linda, thank you for the kind reference to Women's 
Connection Online (we're migrating to our URL as our 
tradename, - that way, we don't have 
to count on someone including our URL in a story, etc. to 
get traffic!).  

On the subject of customer acquisition, we have grown traffic 
to our site by 3000% over the last year without paid advertising
- we work with women business owner/professional women 
associations to publicize ourselves through their existing 
meetings/publications (thinking outside of the box may identify
strategic associations that other sites could work with to increase 
traffic) - we offer them a free presence/visibility/links on our site in 
return for the publicity; we also agressively search the Web for
relevant sites with whom we can cross-link (again with a focus 
on nonprofits - you have to be careful about giving free links to 
commercial sites since you can gut your advertising revenue), 
lastly, we issue regular content/press releases on what's coming 
next week, etc. on our site - they have started to be picked up by
NetGuide, MSNBC, Pointcast and others.  

On the revenue side, we do sell advertising on our site but that 
only accounts for 1/2 of our revenue projections - we believe in a 
balanced revenue plan - we shoot for 1/4 revenue from affiliate-
based e-commerce programs (e.g., 1-800-Flowers, Barnes & 
Noble, etc.) and 1/4 from affinity programs that we develop jointly
with partners (e.g., our co-branded ISP offering with IBM, our
discount brokerage services with National Discount Brokers, etc.)
- although we think the affinity programs could be the real sleeper
and actually out perform the others.  Hope this is helpful!
Gary LaFever, Sr. VP
8260 Greensboro Drive/Ste 200A
McLean, Virginia 22102
703.556.9662 ext. 101

> -----Original Message-----
> From:   Linda Kolker []
> Sent:   Wednesday, May 13, 1998 7:32 PM
> To:
> Subject:        RE: AM: Customer Acquisition via the Web

> I think Terry's notion of using the unique properties of the Web as a
> medium, namely interactivity, is right on target. There is, of course, the
> issue of how quickly the community can be expanded in order to generate ad
> revenues. And the issue of getting end-users to pay for Web content is
> still a big unknown. But certainly Womens Connect Online serves as one
> model of a revenue-generating online community.
> Linda
> ____________
> LeapFrog Solutions
> Board of Directors, New Media Society of Washington
> v. 301-593-8545  f.301-593-8058

> -----Original Message-----
> From: []
> Sent:   Tuesday, May 12, 1998 9:06 PM
> To:
> Subject:        AM: Customer Acquisition via the Web
> AM-
> NetResponse is an internet consulting and development agency.  One of
> our clients is in the midst of planning an aggressive customer
> acquisition campaign.  The client is a web based publication, which
> recently migrated to a subscription model.
> Thus far, banner ads have not been a cost effective channel.  I was
> wondering what experiences, thoughts, or recommendations people had in
> regards to alternative customer acquisition vehicles.
> We are looking at list rental for direct email, text ads on email lists,
> and sponsorships, as well as testing off line advertising mechanisms
> (direct mail, print, and local NPR).
> Thank you-
> Bill Robins

AdMarketing | Funding & Finance | Netpreneur Corner
News Center | Quick Guide | Home

By using this site, you signify your agreement to all terms, conditions, 
and notices contained or referenced in the Netpreneur Access Agreement
If you do not agree to these terms, please do not use this site. Our privacy policy.
Content copyright 1996-2016 Morino Institute. All rights reserved.

Morino Institute