The Sentinel at the Gate of Success
A guy wrote me frustrated about being unable to get giant companies to advertise on his Web site. The exchange went something like this:It's apparent the big manufacturers shield their marketing divisions from the real world... well it at least appears that way. So, how does a new corporation pierce those shields and get in contact with the decision makers?With my response,
Take PepsiCola... I would love to talk to these people about advertising on ScubaBoard. With over a million visitors each and every month, I think I provide a worthwhile venue for them to promote Pepsi and Scuba. The same can be said for Toyota and Rolex and... take your pick. So far, it has not only been difficult, but downright impossible to make these connections. How would YOU accomplish this?
I tried this once before -- encouraging a start-up to send samples of its flagship product to 12 influential potential customers. It didn't cost them much, but they received a response from exactly none of them. The lesson we learned is one of perception: if an advertiser perceives itself to be bigger than you are, it will not be for you to approach them. You will come off looking like you have your hat in your hand looking for a handout. It is for them to approach you.I'm not real satisfied with my answer. He isn't either. But there's more ground to cover before he can reel in a big name advertiser.
I still believe that you can reach them via influential customers. If you have (for instance) a celebrity -- even one -- who depends on your site for scuba information, that celebrity's testimonial will be enough to draw more advertisers, which will lead to a stronger set of customers, and the cycle continues. This is the result of viral marketing.
In short, your efforts will not be best spent trying to lure heavyweights (and pulling your hair out when they don't respond). Spend your time trying to build a buzz among those who love you already, and see if you can't lure an influential customer or two to speak out.
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posted by Ron @ 11:06 PM
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