one of the key questions i was wondering about was, what is the best method for getting the word out about linkspank.
we made an improper linear model - a spreadsheet - and determined that, aside from contests, schwag/freebie clothes etc, web based advertising, and commuter-oriented print advertising were the three best vehicles. after reviewing the tipping point i came to wonder whether our marcomm was enough focused on mavens and innovator types, and i had a bunch of other questions...
...but it was inspiration to go back and try some web advertising. enough analysis! i tried these image ads:
this one was supposed to capture the work procrastination and liberation aspect of linkspank. it has done normal in testing (.1% click rate).
the basic. it has done normal in testing (.1% click rate).
if the contest is a draw, people have to know about it! but the layout sucks, hence a subpar performance.
a different stab at educating about the contest. quality to be seen.
variation of the above. quality to be seen.
the ctrs, while typical for advertising outside of search results pages, are low. so the name of the game is working the system i guess and getting the ads where you want in the network at a good bidding price. google adwords is a good service i think, the only drawback being the opacity of the bidding system (which is designed in!).
the big q in my mind for this type of advertising is how much worth the non-clicks have. after all you don't click on a billboard but it's thought to be of use. the first ad, though it gets a decent click rate, wouldn't win any points in this category. the latter two might win slight points but less. hence the strength of a plain ole logo ad.
as for direct response - people actually joining after clicking an ad - the jury is still out for this test.
as always feel free to comment.
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