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20 Ways to Promote Your Campaigns
with Online Advertising
    1. e-mail blasts to 3rd party rental lists: Standard e-mail rental blasts in which your
       company name appears in the FROM LINE.

    2. co-branded e-mail blasts: When available, gain instant credibility by having your
       message appear to come from the list source. Instead of your company name in the
       FROM LINE, the publication/publisher is listed there. These blasts are arranged directly
       with the publishers, not their list managers, and often require other advertising
       commitments.

    3. e-newsletter sponsorships: Many business magazines and websites blast at least one
       e-newsletter a week. And large, content-rich publishers usually put out several on
       high-interest topics. Advertisers can place a small banner or text ad near the content.
       This offers a highly-targeted audience at a lower cost per thousand than dedicated e-mail
       blasts.

    4. online display ads: Banners, buttons, leader boards, skyscrapers ­ lots of sizes! This is
       the original online-advertising vehicle.

    5. text ads: Many websites have a section for lower-cost text ads where you can place a
       few sentences with a link, as an alternative to graphic display ads.

    6. contextual links: When a reference is made to your product or service or the category,
       the words will be underlined and there will be a link to your microsite or landing page.

    7. roadblocks: Lock up all the banner ads, or a number of them, on the same page for
       maximum impact.

    8. media-affiliated webcasts: More and more business-to-business sites are offering a
       complete webcast package allowing you to sponsor a turkey web seminar. The deal
       includes all the setup, technical arrangements, promotion, "impartial" media sponsorship
       and moderator, and sometimes even a negotiated number of guaranteed leads.

    9. custom sponsorships: On targeted websites, you can garner high visibility by
       prominently sponsoring:
              >    a place, i.e. microsites, "infocenters", "knowledge centers" and other special
                   sections or
              >    a time (theme months) or
              >    an interest ("learning guides").

    10. traditional search: Buy keywords on the major search engines: Google, Yahoo, MSN,
        AOL, Ask Jeeves.




© Copyright 2006 Prospects To Go ® LLC, a, a direct-response media planning and buying service in Northern California.       1
    11. vertical search: Buy keywords, or list your company for a fee, on up-and-coming
        business-to-business search engines specializing in high-tech, marketing, industrial
        products and other industries.

    12. keyword search on a publication's website: Some high-volume publishers,
        particularly in the technology sphere, offer keyword search. To
        enable advertising, they group queries into key concepts and
        include all of the related keywords. Your ad appears on the
        search results page whenever the key word or concept you
        purchase is searched.

    13. local search and advertising: Promote your business on geo-
        targeted web sources such as the local pages of major search
        engines, city newspapers and magazines, weather-oriented sites and other places online
        where consumers and businesspeople type in their zip codes to make their location
        known.

    14. "dogear peelbacks": One of the newest ad units, a dogear peelback is an animated
        graphic that resembles a folded over page corner, or dogear. Sitting quietly in the
        corner of the page until activated by mouseover, it can be customized to include the
        client's logo or other creative. When a user 'mouses' over the dogear, the entire page
        peels back to reveal the advertiser's landing page. The effect gives advertisers a about
        half of the page real estate.

    15. "virtual" tradeshows: Just like web seminars are so popular and easy to attend, so are
        virtual tradeshows. Plan a one- or two-day event of back-to-back webinars, in
        conjunction with an online expo featuring your company and partners.

    16. white paper link/posting: Many web sites will let you post a link to a page where
        interested prospects can download your white paper. Lots of bang for few bucks.

    17. blog ads: An excellent option if you need to woo the early adopters and opinion makers
        that traditional media can't reach. You can select particular blogs or gain access to
        certain interest spheres with blog-ad networks.

    18. RSS feed advertising: RSS is the new standard for content distribution and syndication
        from news sources and blogs, emerging as an alternative to e-mail as spam and
        deliverability issues have emerged. Recipients sign up for a feed with regular delivery
        schedules. Now, many feeds are accepting advertising.

    19. listing in online buyers' guides: Industry publications have published annual buyers'
        guides for years, with paid inclusion and/or vendor advertising. Now, they're online!

    20. product/service classifieds: These are sometimes located at the bottom of popular
        web pages, near the text ads, available on an ongoing monthly basis.


                           If you want something that's not already offered, let us know and
     And More!
                           we can negotiate an arrangement to meet your needs.




© Copyright 2006 Prospects To Go ® LLC, a, a direct-response media planning and buying service in Northern California.   2