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Internet Advertising - Part III
An Internet Advertising Strategy
-- by Lisa
Ann Schreier
Today we put together what we've learned about the pros and cons of Internet advertising
and put together a plan.
Step 1
Clearly define what you want to say and what your objectives are. Not all objectives should
be dollars and cents at the outset. Ask a few departments and a few individuals for their input. Boil your message
down to something simple and keep your objectives within reason. While I always maintain that good advertising
is not rocket science, keep in mind that it does not move at rocket speed either.
Step 2
Spend some time on-line reviewing other web sites. What do you like and what don't you like?
What draws your interest? What sites take too long to download? What sites draw you in? What do these sites have
in common? Take notes and make those notes available to whomever is doing your web page design (Step 3).
Step 3
Determine if you have the internal resources to handle design and upkeep yourself, or if
you need to hire an outsider. Whichever you choose, you must keep this person or these persons up to date and in
the loop about everything. Don't skimp on the quality of the people you hire…you may spend more, but ask yourself
if you want to come across as a first grader's scribblings or a museum style piece of artwork. And I am talking
about quality here, not artistic stylings. Review your findings from Step 2.
Step 4
Before you advertise, incorporate your web page on everything that you do as a company. Business
cards, letterhead, letters---anything you hand out internally or externally should make mention of your site. You
need to start building traffic and word of mouth advertising prior to your page hitting the Internet.
Step 5
Work with a qualified media buyer to determine best placement, negotiate rates and seek marketing
partners. Again, don't skimp on the cost of the media professional here. Chances are, you do not have the internal
mechanisms in place to handle this. Media is an art. Working closely with the media artist will go a long way to
helping achieve your goals. One basic recommendation here, people… if your product in any way, shape, or form has
to do with timeshare, timeshare personnel, items that timeshare resorts and/or personnel use, information that
timeshare people use… ADVERTISE IN THE TIMESHARE BEAT. YOU READ IT, DON'T YOU? SO DOES EVERYONE ELSE IN THE BUSINESS!
Step 6
Once everything is in place, access your website DAILY. It is accessible? It is cluttered?
Is it difficult to find among all the other website links? Work closely with your media buyer. On the other hand,
do NOT review your results daily. You'll only make yourself crazy. Set up a schedule to meet with the entire team
once a week.
Step 7
Make changes as necessary. Take advantage of the medium here, people. Changes can be made
almost immediately. Internet advertising is NOT designed for people who like static. I am not recommending that
you change your offer daily, change your marketing partners daily, or overhaul the page daily. Keep up to date
with the competition, with your buyer and don't be afraid of change.
- With thanks to WXRT in Chicago, I leave you with these two sage pieces of advice: "Change The Things You
Can" and my personal favorite, "Following Will Get You Nowhere".
(To take a look at Internet Marketing parts I and II, go here.)
Next time…favorite questions from you, my readers.
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| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
