The Internet Marketer's Secret Weapon
Donna Reid from Canada Post presented a case study at the CMA’s
National Convention & Trade Show on direct marketing to small businesses, and spoke about Canada Posts’ Venture One initiative.
In her lecture Donna noted that a good database takes a good 3 years to begin to have data which you can then extract useful information from. Click the video to hear all about the program.
(If you are reading the feed version of this you’ll need to click through to see the video.)
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Jack Denneboom, president and founder of Adbargains, is an experienced marketing executive and entrepreneur.
Prior to establishing his own businesses in 1988, Jack spent ten years at Union Carbide where he developed and globally introduced the Linde branding program. When Linde changed its name to Praxair in 1996, the Linde name was sold for US $60 million, demonstrating that brand equity means exactly that.
Now Jack is the president and founder of Adbargains, and online seller of offline media. Below are our Five Questions, and Jack’s answers.
One Degree: What was the original inspiration for Adbargains?
In 2000, I was doing marketing consulting for a dot com start-up that was wildly successful. With that experience on top of my marketing background, the idea evolved. The writing was on the wall with respect to the internet being used for as highly time-consuming, inefficient process as media planning and buying.
One Degree: How willing are people to buy offline media online?
Early indications are, very. People are now buying travel, cars and just about everything else online and the fear is long gone. People enjoy that they can quickly put an advertising plan together. And then effortlessly request pricing from a number of suppliers with just a few clicks.
Adbargains.com is just ‘Expedia for media’. Communications via email, fax and phone used to take weeks in order to provide a buyer with sufficient information to actually place a media buy. Now an advertiser can in minutes price a variety of scenarios with differing costs, timing and creative specs for as many newspapers and radio stations as they wish.