Blog vs Media Referrals
A fortnight ago I did a blog post to promote the half price gym memberships available through FitnessNZ.
This wasn’t an advert. I did it because it seemed a good cause (more people exercising), just as media also cover such things. Now FitnessNZ have tracked their number of memberships with media coverage. They didn’t have paid advertising so were reliant on media mentions, and there were three major mentions. They have kindly shared the results with me.
A seven minute spot on TV One’s Good Morning Show netted 30 immediate memberships, and around a further dozen over the next week,
A 60 second mention on a nationally syndicated prime time private radio show got around five memberships.
The post on my blog led to around 35 memberships.
I am very surprised, but also pleased, by that. I thought there would have been only half a dozen from the blog referral, but in fact it is up there with a seven minute plug on daytime TV.
For some time I have been considering (once I had the server issues sorted out) selliing (or auctioning) off a banner advertising spot at the top of the blog. This feedback suggests I should do so.
August 7th, 2006 at 12:38 pm
Hi David.
Check your @farrar.com email regarding this
August 7th, 2006 at 12:52 pm
I suspect most people read your blog for the political commentary, to get a different point of view & too challenge their perception.
So when people read a post about gym membership they tend to take more on board.
An advertising banner, on the other hand, would just be ignored.
The Herald site is a classic example. I don’t even see the ads anymore.
August 7th, 2006 at 4:52 pm
Is it you that I see some morning s @ Bodyworks DPF?
August 7th, 2006 at 5:25 pm
Most likely Chris.
August 8th, 2006 at 10:29 am
You’ve hit on the importance of “personal referral” from a trusted source. With advertising being spread so thinly across many media it is becoming apparent that “word of mouth” is even more an important advertising tool than it ever was.
).
Did you see that piece on 3 News last night about the amateur video on the net and how some companies are trying to make use of it … it’s another example.
Over the years I’ve become convinced that the future of marketing is to build on “word of mouth” from trusted sources. I discovered that the US’s 7th fastest growing company in history did just that (so I joined it
August 8th, 2006 at 11:43 am
“I discovered that the US’s 7th fastest growing company in history did just that (so I joined it
).”
Sounding like a USANA clone..
August 8th, 2006 at 7:33 pm
John Pickering…word of mouth;you are right.Last week I needed a plumber,roofer and housewasher;made a few phone calls to friends and snatch..got all 3 good ones.No argument or angst.Have done it for years;keeps the blood pressure and costs down.
November 23rd, 2006 at 4:10 am
He that will eat the kernel must crack the nut… Lucretia
November 23rd, 2006 at 4:10 am
He that will eat the kernel must crack the nut… Lucretia
November 23rd, 2006 at 4:11 am
He that will eat the kernel must crack the nut… Lucretia
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April 7th, 2007 at 4:58 am
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http://spartan.cis.temple.edu/synergy/_knobas/0000031e.htm