Re: Internet Marketing Digest #0474
DaVince@aol.com
Fri, 6 Oct 1995 08:24:40 -0700
I would like to try to pull together a couple of seemingly loose strings and
tie them together relative to some of the recent submissions on these pages.
The price charged for the page should definately be related back to the
quality of the audience. An awareness campaign such a that of Zima is not
worried about anything other than awareness. So the more people that hit
that site, the happier they will be. Now someone who is selling an
automobile, tractor or any other big ticket item is not interested in a mass
audience because they know that not everyone wants or can afford the item.
They are looking for "their audience". Who is there audience on the net?
Why are these people on the net and what can they afford. Well let's make
some basic assumptions. 1. the person is literate. 2. The person has
disposable income. 3. The person at this stage of the nets developement is
probablly and innovator and a leader.
4. He is capable of performing complex tasks and of assimilating information
quickly.
5. The person has the time to be on the net which says a dozen other things
about him/her. ie. They can't be browsing and watching TV at the same time.
They cannot read a magazine and surf the net at the same time either, so
when they are on the net, their interest is also on the net.
Having said that, if I drop in on somebody'site, it is because I am
interested. Now you have my attention. If I happen to be able to purchase
your product, am I not worth more than a hundred thousand high school
students who may drop by a magazine site that offers scantily clad women?
The point is that it is necessary to sell quallity and ask the price because
you do have quality. A bit of common sense has to be applied also. My
magazine, Progressive Farmer, is obviously an agricultural publlication and
it drives me crazy when people ask, "Well how do I know that it is farmers
that are going to your site and not people who are just browsing?" I simply
say,"Why would thousands of people without an interest in agriculture be
interested in my site? If they cannot answer that, neither can I.
This ties back into the grocery store on line. It is a good idea because the
people on the net are more likely purchase that way because they respect
their time and would be comfortable ordering over the net. The idea is not
preposterous because the audience, the same one that I described above is
just as likely to purchase gourmet foods over the net as they are to make
their desicions about buying a car or tractor from the information that they
have acquired on the net. Once these people use the net in this fashion, then
they tell their friends how easy it is and the growth starts. What is a
prospect worth who will not only buy your product, but tell his friends how
easy it was over the net?
----
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