Presenting our site's case as the right vehicle for advertising

Convincing executives that our site is a good advertising method

[piyush]

Hello friends,

I run a fairly popular website which is phenomenally popular among a certain niche high spending segment. I am convinced (and this is not because its my website) that targeting the right ads to demography that I have will really help certain companies in their advertising. Also because of the low cost model that I have, I can offer advertising options at extremely competitive rates. Having said all this, let me say that I am basically a technical person with almost zero experience in marketing. I am in the process of making a presentation to convincing present my case in front of some extremely demanding marketing executives in corporates. I have a few ideas for the presentation but I would like to know your feedback so that it goes in the right direction. Currently I am just thinking about its skeleton. Here is what I have in mind as far as the things that should be presented.

1. The importance of online advertising (Any pointers to case studies, important data etc to buttress the claims here?)
2. Why my site and not others
3. The cost effectiveness of advertising on my site
4. How will you know how effective is the campaign. What is the measurement of the effectiveness of the campaign (This is an area where I sorely lack knowledge. I have no idea of any marketing terms etc :( )

Please do let me know what you think. This is just the start and I am planning to complete this presentation in a week as I have an appointment with one of the marketing executives in a week's time.

Thank you all for the help!

[henry0]

Do not dive too deep in segments that are not your forte.
The more straight forward the presentation will be the better you will be of.
I will pass on your #1 item, those execs know about web advertising.
Your job is to demonstrate that you can be one of the best options!

Most important segment of your presentation:
How will a new client measure the ROI?

if you feel resistance
could you choose a Co that you like really and offer a free trial?
Then use the results as a springboard

Also be ready to develop:
Depict your users
Time of the day they are on board
How long do they spend on site
How many are returning
Your rate of growth
Which are the browsers used to visit your site
Users' OSs
And more that you can get from your server stats.

Good luck
regards

Henry

[piyush]

Hello Henry

Thanks for showing interest in my query.

When you say "Do not dive too deep in segments that are not your forte.", what do you exactly mean, sorry I didnt quite understand which segments are you talking about here.

"Then use the results as a springboard"

Now, what kind of results I can use here. The only stat that I can think of is no of clicks per impressions. But I feel that it can be somewhat misleading. I will take an example Lets say there is an ad which does 10000 impressions but there are only 100 clicks, if you only consider the clicks then well it might not be a a very good indicator of the success of the campaign because the 10000 impressions to the right people might have created a huge awareness of the product in the right segment.

Is there any other indicator of the success of the campaign?

Thanks a lot for your help.

[SkyDog]

It's all about numbers and demographics. If you're selling to an ad house, this is all they want to know.

[henry0]

Hello piyush,

Regarding segments... not your forte...
I did mean avoid walking on quicksand if you are not 100% sure of the topic; again be strong but short most execs do feel their time is more than precious.

Results: Asides clicks and impressions:
Client satisfaction will be major factor!
Since you might (if you wish) offer a free trial
you will be even more in title of client's feedback
for the tester in order to benefit from the service will (de facto) consider you as a "remote employee"

Henry

[gopi]

Pyush , as Skydog said if you are presenting to an traditional industry/advertisement executives you just want to show them stats , stats and more stats.

[mincklerstraat]

You can get some of these stats by encouraging your users to fill out a survey. This will of course only be filled by *some* users so your selection criteria isn't exactly state of the art scientific, but no sites really have access to highly scientific statistics, and a simple survey will at least reveal some information about users. You can ask them what they're interested in, if they've made on-line purchases in the last few months, etc. You'll find some online survey scripts at hotscripts surely.