Over
the years, you have come to recognize marketing is
powered by two things: know-how
and a network of contacts.
Today, companies
across a wide range of industries are turning to
targeting and cost-effectively solving the Rubik's
cube created by the fragmentation of the marketplace.
The rise of micromarketing is a response to the
fragmentation of the mass audience of your father's
economy. No longer does it make sense to send an
advertising message to the many in hopes of persuading
the few.
Readership of daily
newspapers fell to 55% of households in 2002, from a
high of 81% in 1964. Magazine circulation sustained
itself for much longer due to the growth of thousands
of new special-interest startups. The Internet abounds
in opportunities for exactly the sort of demographic
targeting that special-interest magazines offer
advertisers. "Paid search" -- the fastest-growing form
of online advertising-- is an emerging form of
micromarketing unique to the Internet. Type a few
words into one of the popular search engines and a
column of paid advertisements or "sponsored links"
unfurls next to the search results. Google and Yahoo,
the Big Two of search, are adding refinements that
allow paid-search advertisers to target Internet users
by region or city.
In the competition
for ad dollars, the new digital media -- especially
the Internet -- are blessed by two intrinsic
advantages over mass media. First, they are
interactive. This capability enables marketers to
gather reams of invaluable personal information
directly from customers and adjust their sales pitch
accordingly, in some cases in real time. Second, in
part because digital media are interactive, they
permit a fuller and more precise measuring of
advertising's impact.
How
can we help you increase your revenues?
We are willing to
open our networks to get your products and services in
front of key players in the coaching, training,
consulting and assessment tool industries. People who
need what you sell. Every week, our 1,700 plus
subscribers will be reminded of your company
supporting them when they read this industry-specific
email newsletter on their desktop.
By becoming a
sponsor of the Coach
to Coach Network and
its companion, the Assessment
Industry Network,
you begin to build better business relationships with
key players in these targeted industries.
The Coach to Coach
Network is a virtual peer-to-peer community of
personal and business coaches worldwide while the
Assessment Industry Network is a community of
trainers, consultants and dealers who use and/or sell
assessment tools. The combined membership of both
networks is over 1,700 professionals who represent the
top 10% of the industry that accounts for over 80% of
the business transactions within the coaching and
assessment tool industries.
Of course, there
are both advantages and disadvantages in the
sponsorship of these infomediary networks and weekly
newsletters:
Disadvantages:
E-commerce
advertising is new and difficult to
justify.
Advertising Industry
is mostly paper-oriented
Ad agencies are
concerned about loss of cash flow (when you recognize
the power of these infomediary email
newsletters)
Advantages:
Flexibility:
Sponsorship allows for advertising repetition and
the creation of a marketing image that supports the
weekly delivery of actionable knowledge with an
industry focus.
Low cost:
Really a cheap way to go--about $1 per reader per
year for repetitive (weekly) advertising
exposure....that's less than 2 cents per
exposure.
Get to targeted
audiences quickly and effectively: Many of the
people you wish to reach don't read newspapers,
magazines and snail mail. BUT they do read our
"interesting or informative" weekly newsletters that
help them improve their business.....every
week.
Focused:
Rifle your targeted message to only those you want to
sell.
Second, third and
fourth readers and more...: The newsletters have
actionable and valuable content which is forwarded to
others within the recipient's professional
network--clients, partners and peers.
For background,
please visit the members-only Assessment
Industry Network
website and the Coach
to Coach Network
to determine how well they serve as infomediaries to
your targeted audiences.
Search past weekly
email newsletters stored on the network's website for
quick retrieval of useful content. Visit the links
page to sample the websites to professionals who use
and distribute what you offer.
Ready
to sign up?
Pay
online by clicking
here:
For more
information, send an email
message
or call us at
734.426.2000 (US Eastern Time Zone) . We
accept VISA, MasterCard and American Express credit
cards.
Not sure that you
should be a sponsor?
Don't take our word
for it. Ask some people that you respect within the
coaching and assessment industries what they think of
our weekly infomediary newsletters. Better yet, test
out the ROI of sponsorship by running an
advertisement at
$275 per
issue. You can also take advantage of our
interest-free
quarterly payment schedule
(four-quarter
minimum commitment).
Check out the new
Self
Assessment Center
website...a place where anyone can go to take online
self assessments---to get to know who they are and
what they are meant to do.
Signature,
Inc., PO Box 2086, Ann Arbor, MI
48106,
email: info@SignatureSeries.com
Voice Mail: 734.426.2000 (US Eastern Time
Zone)
back
to the Coach to Coach Network
.....or.....back
to the Assessment Industry Network
