Advertising with 1-Stop. Information Guide

Transcription

1 Advertising with 1-Stop Information Guide

2 Introduction... 2 Why advertise with 1-stop?... 2 What is on-line advertising?... 3 Components of on-line ad (advertisment)... 3 What sizes & format is required for my banner ad?... 3 How can 1-Stop target your audience?... 3 How does ADVERTISING work within the 1-stop website?... 4 Zones... 4 Advertising options... 5 CPT (Cost-Per-Thousand) also known as CPM (Cost-Per-Mile)... 5 Zone Sponsorship (Flat Fee)... 5 Campaigns... 5 Campaign Options... 6 Pricing... 6 Can 1-Stop assist with Ad Designs?... 6 Creating successful ads... 6 How effective was my ad Campaign?... 7 How to register your ad with 1-stop?... 8 INTRODUCTION 1-Stop is a Port Community System for the supply chain participants involved in the import and export of goods by sea to and from Australia. We facilitate commerce along the whole supply chain by providing interconnectivity and visibility between multiple supply chain business functions. Our industry sectors include shipping lines, road carriers, freight forwarders, custom brokers, stevedores, rail operators, container parks, importers, exporters, port authorities and other related sectors. At 1-Stop Connections, we offer a range of flexible advertising options to suit your budget and your target audience. 1-Stop can place your advertisements in key zones on our website that allow you to reach your specific target market within the freight and logistics supply chain. When advertising with 1-Stop you will have the confidence in knowing your brand and message will reach a niche audience allowing sales opportunities to be maximized. With over 5 million hits to our website and service applications including over 500,000 page views a month to our advertising sections and more than 10,000 active users 1-Stop is an ideal place to advertise your company s product and services. WHY ADVERTISE WITH 1-STOP? 1-Stop receives over 5 million hits per month to our Website and service applications. There are over 500,000 page views per month to our advertising sections within the website.

3 1-Stop website is viewed more the 8 times higher than Australia s leading industry news publisher. 1-Stop has over 10,000 active users and over 4,000 active organizations accessing our website. 1-Stop operates the leading port community system for the Australian freight & logistics supply chain. Over 8 of our key services used daily by various sectors of the freight & logistics community are accessed through the 1-Stop Website. Communities who use our services include freight forwarders, customs brokers, shipping lines, road carriers, rail intermodal terminals, container terminals, importers, exporters, port authorities and software providers creating the maximum exposure for your company and services. WHAT IS ON-LINE ADVERTISING? Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. More information about on-line advertising can be found at COMPONENTS OF ON-LINE AD (ADVERTISMENT) An on-line ad is commonly known as a banner ad on the internet. A banner ad usually consists of a graphic which best represents your company (either a logo or images) Your company name. Text which best describes your company, a special campaign that you are running (eg. Products or Services) or contact details to call or visit. Destination URL. This is a link that would re-direct someone to your website or any place on the internet if they click on the ad banner. Advertisements with 1-Stop consist of a dedicated region or zone allocated on our web pages where your custom ad can be displayed. At this stage we do not have the function to allow for animated ads. We believe it is more effective to have an ad that does not animate as these animated ad types tend to distract the customers web experience. WHAT SIZES & FORMAT IS REQUIRED FOR MY BANNER AD? At present 1-Stop caters for only 1 size. The size of banner ad must be 600 X 77 pixels. Format required is jpeg file (.jpg) Further banner sizes will be available soon. HOW CAN 1-STOP TARGET YOUR AUDIENCE? 1-Stop provides many services for various sectors of the freight and logistics industry. These industry sectors include: Shipping lines Road carriers Freight forwarders Custom brokers Stevedores Rail operators Container parks Importers & exporters Port authorities

4 Each service we provide through our web site facilitates key business transactions in the freight and logistics industry. The zones placed on our website have been strategically located to ensure maximum exposure for your ad specific to your targeted audience. An example of specific targeting could be the 1-Stop sailing schedule which provides up to the minute information about vessel arrival, departure, cargo cut off and availabilities on a national basis. Any visitor to our site wishing to view the schedule will be able to view the advertising banner add. This is an ideal promotion for all sectors dealing in the movement of sea freight. The advertising choice and targeted audience is up to you and your business objectives. You may want to target a specific industry sector in a specific state or all industry sectors across Australia. HOW DOES ADVERTISING WORK WITHIN THE 1-STOP WEBSITE? 1-Stop has allocated assigned zones on our web site that can be use specifically for on-line advertising. The location and behavior of these zones are described later in this document. When you setup your advertisement(s) with 1-Stop you will be able to designate the zones in which you would like to have your advertisement appear in. An example of this is demonstrated below where our home page has an ad banner at the top of the page. ZONES 1-Stop has designated key zones in all 1-Stop web applications to ensure you can target your audience. The Zones are described below to help you designate where and how you would like to advertise with us. You can choose between any or all of these zones to help target your audience. Zone Name Master Zone Description 1-Stop home page and all associated pages within the 1-Stop website. This key Zone has the maximum exposure because it is displayed at the top of each page throughout our website. Any user visiting our website regardless of what page the select on will be able view the advertising banner advertisement.

5 ADVERTISE HERE Zone Name 1STP02 Description Within the 1-Stop Website there are over 200 different pages. We are flexible to allow any advertiser to have your add placed in any of these pages therefore providing you with a specific target audience. ADVERTISING OPTIONS 1-Stop has many flexible plans to accommodate your budget and provide the maximum advertising exposure to your targeted audience. You can either nominate a fixed amount for a campaign or a fixed maximum amount per day. CPT (COST-PER-THOUSAND) ALSO KNOWN AS CPM (COST-PER-MILE) The CPT measurement is measured in cost per 1,000 impressions of your advertisement. CPT is measured by how many times your advertisement was displayed to a user when accessing our web site. When your advertisement is displayed to the user it is called an impression. ZONE SPONSORSHIP (FLAT FEE) A Zone or Section sponsorship is an ad pricing model whereby the advertiser is charged a flat-rate fee based on the length of time an ad placement resides on a web page or group of web pages, rather than on some type of non-temporal performance measure such as number of impressions (CPM) or number of click-thru (CPC). A sponsorship placement is typically priced per week or per month. Note Site Sponsorship maybe on a rotational basis with other sponsors. CAMPAIGNS A campaign is how you link all of these advertising options together to display your advertisement and manage your advertising budget. Before starting a campaign you need decide on: - Payment method to 1-Stop o CPT (Cost-Per-Thousand) o ZONE Sponsorship (Flat Fee)

6 - Would you like to run a national campaign or focus on specific states (Our advertising can cater for both) - Which zone you would like to advertise in? (As described earlier). - How much you would like to spend for the entire advertising campaign? - What is the limit you would like to spend per day, week or month? CAMPAIGN OPTIONS You can decide how much you would like to spend on a single campaign. You can then set the maximum amount per day for that campaign. Once the limit is reached for the day your ad will stop appearing until the next day. This allows you to spread the campaign out over several days or weeks on a limited budget. You can choose to advertise in one or many zones on the 1-stop website for one campaign or set a budget for each zone and run many campaigns. This allows you to stop advertising in one zone of the 1-Stop website but continue a longer campaign in another zone. PRICING RATE CPT (COST PER THOUSAND) MINIMUM SPEND Price On Application $ RATE ZONE SPONSORSHIP (FLAT FEE) DURATION $ WEEKLY $ MONTHLY $ QUARTERLY Above pricing is valid until 31 st December Can 1-Stop assist with Ad Designs? 1-Stop has partnered with a graphic design company that specializes in on-line advertising design. These designs are compatible with standard web advertising sizes so you can use them elsewhere in the future if you decide to advertise with someone else. As a guide, for an approximate fee of $ the design company will produce a custom ad for your business. This fee usually includes; A Static web banner with 2 free amendments. (Based on 2 to 3 hours design work) Single image search and licensing from limited library if you do not have any images. For further details on the design company please contact 1-Stop sales directly at sales@1-stop.biz or CREATING SUCCESSFUL ADS

7 The success of an ad is determined whether your potential customer elects to call your company using the contact details placed in your ad or they click on your ad to visit your web site or URL link you have provided. The purpose of your ad should be to capture the viewer s attention and therefore it is important the content of your message stands out to generate interest. Here are some useful tips that may help you creating a successful ad; Create simple enticing ads. Describe why your product or service stands out from the competitor. Explain why your ad or service is different from your competitor. Include prices on promotions. The more information up front about your prices or a promotion the more you can gage the interest in your ad. If a customer has clicked on your ad then it indicates they are interested in the promotion or the price you have displayed in the ad and would like to look into it further. Choose the best destination URL. When a customer clicks on your ad you need to redirect them to the most suitable page for that ad. If you are promoting a special then consider a dedicated page on your website that they can be sent to that will provide more information on that promotion. If the ad is simply about your company then you would send the customer to your company s home page. Further guidelines below will help you be able to zero in on your audience and draw more qualified clicks. 1. Always write to your customer - Use words like you and your Stay away from we and our as much as possible. Additionally, write as if you are talking with an individual customer instead of a group of people. Bad - We have developed the greatest accounting software yet. With our software, accounting is a breeze for any business. Good - Our revolutionary accounting software will make your business' bookkeeping seamless and less time consuming. The bad version talks too much about the company. The good version is basically the same thing, but addresses the user as an individual rather than a group. 2. List out the features and benefits to your customers. In some cases, you can just list benefits and that's good enough, but if you list features without any benefits, then you will probably lose highly targeted clicks and maybe even sales. Bad - Our accounting software includes the ability to keep track of your bank account. Good - With our easy accounting software, you will never have to deal with messy bank statements again. This software will keep track of all your company's money so that you don't have to worry about a thing. The bad version of this just lists out a feature. Nobody cares because they are not given a benefit to associate it with. The good version does this exactly and it also addresses a single person by making use of you and your. Just think of it this way, if you list 3 features; you should have at least 3 benefits to back it up. HOW EFFECTIVE WAS MY AD CAMPAIGN? 1-Stop can provide you with reports that will detail how many times your ads were presented (Impressions) and how many times your ad was clicked on. This can be broken down by campaign, date range, per banner, per each zone, number of impressions and click through rate. Reports can be ed automatically to you and can come in the form of an excel spreadsheet.

8 See Example Report: HOW TO REGISTER YOUR AD WITH 1-STOP? Please contact the 1-Stop sales team at or and we will be able to guide you through the registration process and answer and further questions you may have.