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Re: AM: Customer Acquisition via the Web

To:     Ross Stapleton-Gray <>
Subject:     Re: AM: Customer Acquisition via the Web
From:     Gary LaFever <>
Date:     Wed, 20 May 1998 12:06:44 -0400
Organization:     Women's Connection Online
References:     <>

Ross, we took sample "ad buys" in September of 1997 (that included the NPR
sponsorship, buying relevant keywords on Lycos and taking ads out in select
women's web sites and magazines) and found that only 11% of our traffic growth
came as a result of those ads.  We have not taken "ads" since.  As I've
mentioned to a number of people via private emails on this list, we considered
the NPR sponsorship a success from a branding perspective (and would consider
doing it again for that purpose) but did not see significant traffic as a
result of the buy - it all depends on what your goals are.

Ross Stapleton-Gray wrote:

> At 09:27 AM 5/18/98 -0400, wrote:
> >On the subject of customer acquisition, we have grown traffic
> >to our site by 3000% over the last year without paid advertising...
> To be technically accurate, wouldn't you count your company's underwriting
> of All Things Considered on NPR (or was it another of the segments?) as
> advertising?  While you may or may not have been able to deduct it in the
> same fashion as advertising, the exposure amounts to same; when NPR went
> from merely noting sponsors to actually having its staff give the corporate
> slogans ("Alltel - Always more than you thought!," "The CPA: Never
> underestimate the value," and that darn "Raymond James Senior Partner Sasha
> Millstone" attorney person), phone numbers and Web sites, I think they
> crossed the line... it looks, walks and quacks like an advertising duck.
> Ross
> _____________________________________________________________________
> Ross Stapleton-Gray                     TeleDiplomacy, Inc.
>                    2503 Columbia Pike, Suite 118
>                                         Arlington VA 22204
>   +1 703 685-5197 / 5257 fax

Gary LaFever, Sr. VP
8260 Greensboro Drive/Ste 200A
McLean, Virginia 22102
703.556.9662 ext. 101

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