So you want to promote a brand and have $100,000. A hundred grand seems like a lot of money but you want to reach a national, even global market. Let’s take a look at how you can spend it and what you’re going to get for that kind of money.
- A Promoted Tweet on Twitter: Twitter just raised the price of a promoted trend from $60-70K to $100-120K. With 200 million users and growing exponentially. The promoted tweet/trending topics are averaging a 5% participation rate via retweets,clicking of links, or reply. Compare that to a banner ad that averages .4%. Eighty percent of the buyers of the promoted tweets have gone on to repurchase although Pepsi and Coke (which saw a 6% engagement rate) ended their program after one try.
- A 30 Second National Television Ad but not a top 20 show: An average ad on prime time costs a little over a $100,000 but don’t expect to get a top ten show for this price. A top ten show will probably cost you 3 times that. That’s actually dropped 10% over the last year. On cable you can 6 ads because a national spot goes for about $15K.
- 1/3 Of a Page in Color in USA Today: You’ll have $10,000 left to play with as a third of a page costs $89,900. If you want Friday’s you’re going to have to borrow a little. It’s going to cost you $109,700. You’re not going to be able to afford Full Circulation rates unless you want to drop your ad size down to the “nobody can see it” size.
- Advertise for a week on the right square on CNN.com: You are going to reach 1 million users each day and at a cost of $150 or so per 1000 views for the 336 X 280 spot on the right, if you had all the impressions you might make it through the week unless there was a big news story out. Of course, they rotate the ads so you might make it through several weeks if there are enough ads in rotation. I didn’t have exact rates but I used the CNN money rates and made an educated guess on rates based on the stats of money.com
- A month on a high profile billboard in Times Square: There is a reason Coke secures has secured a prime spot here for 80 at $4 million a year. Times Square billboards are considered one of the most valuable spots in the world. With 500,000 people walk through Times Square every day you get a lot of people and a lot of attention. Prices have dropped so you may be able to have a little cash left over. Like CNN.com you could always purchase a rotating billboard like IDN Tools did last year.
- 10 Tweets from Kim Kardashian: And that might be down to less than 8 tweets as she often charges more for some clients. I’m guessing she’ll give you a bulk rate. Celebrities with over 2 million followers are generally getting $5000 per tweet or less but the response rate varies greatly depending on the devotion of the fans. You could save a little and get Lindsay Lohan for $2800.
- A Kick Ass Domain Name: You could have a name like Won.com, Cheesecake.com, or Dirt.com. All in that $100,000 range. A name that is yours forever and has resale value if all else fails. A name that people that will be a landing page for all eternity. A location that reaches the entire Internet/World for all to see. A site that can be updated or changed at all points in time with the click of a mouse.
You can see where I’m leading here. While I’m not saying that a company should avoid advertising on a large scale stage. My point here is to show that today’s businesses are becoming more and more reliant on a strong Internet presence. Compared to the high costs and response rates of national ads, the cost of a domain is a true bargain.