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A new marketing model has emerged...
It's called content-channel marketing.
We were refreshed at the 2000 User Group University Vendor Reception when we learned
that there are now two vendors who actually understand the concept. Hopefully more
will catch on.
__ Most computer industry marketers however still don't
get it -- and this fact is proven to anyone who cares to look carefully at the dozens
of press releases sent to our news desks every day. Even the dot-com marketers would
rather spend thousands... hundreds of thousands on empty-content, click-through or
pay-per-view schemes than consider the tried and proven methods of marketing. Public
relations and marketing departments have been swept away in the wake of the internet
thinking that no one will notice that spam does not replace substance. Still, many
more continue to embrace the old Ted Bates school of marketing.
__ In August of 1997, the UGN went from roughly 8,000
readers per month to over 17,000 readers. At the 1998 User Group Academy Awards event,
held in San Francisco, we had the pleasure of showing server stats proving the UGN
and UGAcademy increased from 17,000 to 38,000 -- 200% -- in just 12 months. In 1999,
at the annual event we proudly displayed another hike to over 75,000 readers per
month.
When America Online made the decision (1995) that user groups no longer represented
revenue to the online service, they forced the UGF out onto the web. Within just
four years, access to user group content increased by 3,000%. AOL doesn't care however.
They invented a whole new mode of marketing called "content channel" marketing.
Server stats reveal that an overwhelming number of UGN readers read three or
more pages in the Network web site. This doesn't take into account all of the content
articles, tips, reviews, and news items purveyed to more than 1,000 Affiliate newsletter
editors world-wide, for their own local newsletters. Our reader response forms, and
feedback vehicles reveal that more than 50% of the readership is not a member of,
nor associated with any user group anywhere. This army of readers have a need to
fulfill and have discovered UGN via referral or search engines as a possible solution
for these needs.
__ Today the potential readership of articles and reviews
purveyed by The User Group Network News Service (UGNN) is well over 500,000.
Want proof?
Recently, we analyzed small-space ads from the leading computer magazines, and online
email news lists. We are finding that these computer companies are easily spending
10 to 20 times more than they should to bring quality information to readers in the
community.
__ One company recently bought a $3,000 ad in a magazine
with an absolute readership ceiling of 6,000 readers. Yet that advertiser told me
that they really couldn't afford to sponsor the user group community, and didn't
want to spring the $500 to reach 20,000 readers. It's no wonder their software is
so expensive!
__ Another company spent in excess of $50,000 to show
at a major computer trade show with a maximum attendance of 23,000 attendees. That's
just under $2.00 per head assuming that every single attendee made it to the company
booth. Adjacent to the company's booth was a large, popular vendor's booth with
loud music, scantily clad models and hourly give-aways, keeping the aisles around
the booth perpetually full of frenzied show-goers. The company's booth workers spent
most of their time watching the models strut around taking in registration cards.
In this case the vendor spent about 100-times too much for that exercise.
The end of in-your-face
Readers no longer want nor react to in-your-face advertising and spam. But they do
want good, quality information in sufficient depth and tone to make intelligent decisions
about products available.
__ If you're an industry vendor, and you produce a quality
product for computer users... stop all that SPAM. Let the User Group Network help
weave your quality message into the content-channel.
__ Our newsletter editors will appreciate it because
they know it's quality when the UGN purveys it. Their readers will appreciate it
because they know they can trust their local group leaders. You'll appreciate it
because you'll be getting the real message to real readers rather than shotgun blasts
in the dark.
__ Let's talk. Let's take a look at how you purvey your
message. Let's look at the math that proves you could be saving 100%, 200%, or even
300% while getting as much as 1,000% better returns on every dollar you spend.
The ball is in YOUR court.
Sincerely,
Fred Showker
Director: The User Group Network
showker@user-groups.net
15 Southgate
Harrisonbrug, VA 22801
540-433-8402
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