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    T h e   e M a r k e t i n g   D i g e s t   W e e k l y

    Discussing & Defining Internet Marketing. Since May, 1997

    Edited by Gary K. Foote & C.J. Foote
    Library of Congress ISSN 1522-6913
    Volume #2,Issue #339
    Monday, July 3, 2000

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-----------------------  In This Issue  -------------------------

   - Editor's Ramble
        by Gary K. Foote
        banner advertising effectiveness

   - Offline Internet Marketing
        by Gary K. Foote

   - How do you market your site?
        Current eMD Marketing Poll Results

   - eMD Member to Member HelpDesk

        Re: Email addresses
        by Shannon Kinnard

        Attracting Interest
        by Richard Akoh

   - New Member Comments & Questions

        eMail Lists by Category
        by Kathy Donnelly

        New Member Intro
        by John F. Pulgar

        Known Markets and Media Buying
        by Lonn C. Dugan

   - New Member Locations


*** Editor's Ramble
    by Gary K. Foote, Editor

Hi Everyone,

Last issue Kenneth Pilcher asked about offline internet
marketing.  The practice of supporting online sites with offline
advertising is becoming more and more prevalent, and not just
among the big money players either.  Mom 'n Pop can benefit from
offline internet marketing too.  My lead post in this issue
addresses this practice.  I'd appreciate member's input and
experiences with their success or non-success with offline
internet marketing.

The eMD Marketing HelpDesk has been slightly renamed to show its
true meaning more clearly.  It is now called the eMD Member to
Member HelpDesk and will continue to be a place where all members
can ask for help, and for those more knowledgable members to
offer their expertise to those asking.

As always, please take the time to visit this issue's sponsor,
"Webbers Communications ", as it is our advertisers who keep the
eMD a free resource. You may follow links to our sponsors from
their links in each issue of the eMD, or from our Sponsor
Resources web page located at;

Finally, please forward this issue of the eMD on to your friends
and business associates to help us build our membership.

Now let's get marketing...

GKF, Ed.

***  Offline Internet Marketing
     Gary K. Foote

Hi Everyone,

For some time now I've been watching the percentage of our
internet marketing survey respondents using offline internet
marketing grow from less than 6 percent to its current 12 percent
standing.  What does this mean?  That more and more people are
combining using offline advertising to market their web

What is offline internet marketing?  It is the practice of
placing 'traditional' advertisements with offline media that are
targeted and created with website and/or autoresponder traffic-
building as their goal.  This practice can benefit both global
and local business types.  Local ads are written for local
markets and placed in local ad outlets.  Global ads are written
for global markets and are placed in global ad outlets.

I'm not talking about simply adding your URL to your offline ads.
I'm talking about offline ads that make the viewer want to go to
your site to complete the interaction that began in the offline
ad.  Contests?  Partial informative copy?  Sure, but there must
be many ways of doing this.

What I'd like to know is what are the details of your offline
internet marketing programs and how they are doing for you.  Are
they succeeding?  Why? Are they not succeeding?  Why not?  What
media are you buying in?  What medium works best for you and why?
Your experience can help guide other members to success so tell
us all about it.

GKF - Ed.

*** How do you market your site?
    Current eMD Marketing Poll Results

Banners                         (83)  16%
Opt in E-mail                   (75)  14%
Reciprocal links                (60)  11%
One-way links                   (36)  07%
Newsletter/e-zine ads           (51)  10%
Search engine positioning       (116) 22%
Offline ads                     (65)  12%
Other                           (46)  09%

Total polled to date:           532

To participate in the eMD Member's Poll and to keep current on
results go to;

---------------------- Sponsor Message --------------------------

        Make your website SHOUT at the Search Engines!
                   Web Traffic = Web Sales

        W E B B E R S      C O M M U N I C A T I O N S

   Search engine specialists with a successful track record
   Contact us now

             Our Website


*** eMD Member to Member HelpDesk

    The following are eMD member to member requests for
    information or resources.  If you can answer a question or
    offer a solution please send your responses to;

Re: Email addresses
by Shannon Kinnard

Nick wrote:

"I have a small non profit organization just starting out.; Is
there an economical way that I can reach potential
attendees/participants through the use of e-mail and/or other
internet vehicles?"


I recommend that you figure out what your audience wants to learn
or network about.

Then create an email-based discussion list or newsletter. The
free services are wonderful: Topica, eGroups, etc. You can build
a list and promote it through your signature file (with posts to
lists like this one) and others will see it and sign up. Then,
you honestly begin to build a community where you offer valuable
information to help your audience. The fact that it's brought to
them by your non profit is the thing that brands your
organization. The fact that you are honestly helping them out is
the thing that creates valuable relationships. I wrote a book on
this topic, called "Marketing With Email: A Spam-Free Guide" that
walks readers step-by-step through the process of creating and
sustaining an email-based publication. I encourage you to check
it out at the publisher's site,

Remember to think of your audience's needs, not your own. I can't
stress this strongly enough. It's about helping and educating
them, not about promoting yourself. The self-promotion is 'why'
to do it, not 'what' to do. Don't worry about low numbers at
first: far better to publish to 100 interested recipients than
10000 folks that filter you right into the ol' trash bin.

I hope this helps!

Shannon Kinnard, President
Idea Station,

[Editor's Comments]

Thanks Shannon.  Your book is indeed a valuable resource for
those considering marketing with email.  Hmmmm...  I wonder if
that's why the title sounds so familiar?  '^>

More seriously, Nick - you might also consider purchasing
exposure through existing opt-in email list providers.  These
companies have large databases of people who have asked to be
sent commercial emails that fit their interests.  Advertisers pay
to reach targeted audiences.  They are charged for the number of
impressions or click-thrus generated.

Try     Postmaster Direct

There are others but these two come to mind first.

Another avenue might be purchasing ads in existing publications
that already reach your market.  I know, you could reach these
same audiences using the method outlined by Shannon above, but if
you have an ad budget and are short on the time it would take to
post to each of these publications, this might be a good option
to consider.

GKF - Ed.

----  next post  ----

Attracting Interest
by Richard Akoh


I am entirely new to emarketing and would appreciate some help
from more experienced members. I have just joined a club and
would like to market the club via the net. I have a club website
which is managed entirely by the club and members have been asked
not to directly advertise the club using the website URL. How can
I attract interest to the club indirectly? By the way the URL is Pls take the time to visit the site
if you can and give me ideas.

Many thanks


Responses to;

***  New Member Comments & Questions

eMail Lists by Category
by Kathy Donnelly

What is the best way to get email lists by product/service

Kathy Donnelly

Responses to;

-----  next post  -----

New Member Intro
by John F. Pulgar

My upstart company is outlined below and is all of four weeks
old.  My hope is to extend the business to an effective b2b site.
I hope to find some useful information from your site.

Until just recently, I was the Director of Client Services for
Cine Magnetics Video & Digital Labs in New York.  My new company,
pMedia Service,  can manage multi-media projects from start to
finish.  pMedia specializes in the corporate and educational

With 13 years of experience under my belt, I have managed a wide
variety of projects and worked closely with many types of
vendors.  I understand that customers absolutely demand the
highest quality products  every time, no excuses.    I believe
there are 2 ways to consistently meet those expectations: 1- work
only with quality vendors; and 2- ensure all communications with
the client are clear, open and honest.

Yours Truly,

John F. Pulgar
pMedia Service, LLC
101 Chestnut Hill Road
Norwalk, CT 06851-1901

[Editor's Comment]

Hi John,

Welcome aboard.  I think your multi-media experience might offer
some value to our current discussion on combining offline
advertising with your online efforts.  In fact I see an expanding
future for multimedia presentations, whether presented as a
single package, or broken into separate elements presented in
different places, as in offline internet marketing.

GKF - Ed.

Responses to;

-----  next post  -----

Known Markets and Media Buying
by Lonn C. Dugan

I find very little regarding definitions of known markets.  Would
like to [find] info about markets that that could possibly be
effectively segmented

-- also would like to see any specific information about ad types
and placements on the Internet.

Lonn C. Dugan

Responses to;

*** Need help with your online marketing efforts?  Looking for a
particular resource that seems to be eluding you? Need an answer
to an online marketing question?  Let the eMD Member to Member
HelpDesk help you find the answers you need.  Here's the request
address...  ask away.

***  New Member Locations

Argentina           1
Canada              3
China               1
England             1
Greece              1
Hong Kong           1
India               1
Ireland             1
Portugal            1
Switzerland         1
Tanzania            1
United Kingdom      4
United States      18

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