ATLANTA - Chiles Advertising’s CEO, Lawton Chiles, a freelance copywriter, submitted a marketing and advertising plan to Yahoo! CEO, Marissa Mayer. The plan laid out how Yahoo! could use proven methods of direct response marketing to turn Tumblr’s $15 million advertising forecast to their goal of $100 million.
“not have to take a bottle of Advil to try to convince people to part with their money.”
“Yahoo! has caused a major disruption inside the Tumblr community–because the blogging platform is the most minimalist on the web. There’s hardly any distractions to the content that people put up there,” Chiles stated.
“I think Tumblr would do well to survey their new customers–via a letter on the home page of Tumblr, just like Amazon does from time to time–and ask them which features they would like to see improved or added. Then create Premium Tumblr accounts at $5, $10, $19 a month, with some of the bigger ‘asks’ included.”
Chiles feels this would off-set some of the high revenue goals they would have from trying to show ads in people’s faces who obviously don’t want them.
Tumblr, recently acquired by Yahoo!, introduced its ad program last May, and CEO David Karp had also gone on record stating that Tumblr was “pretty opposed to advertising,” a stance he later regretted.
Chiles explains, “Karp’s compromise was to be particular about the placement and quality of the advertising. The ads can only be found on the user dashboard rather than on the blogs themselves and Tumblr screens potential ads.”
“This could be a mistake because having just one well-placed ad that is targeted to what that person writes about everyday could well increase their profits 10 fold,” Chiles offered.
“As a result, despite Tumblr’s huge reach of 18 billion pageviews a month, the ads only brought in $13 million last year. Though it hoped to make $100 million on ads this year, the company was on track to make just $15 million this year,” according to Referly CEO Danielle Morrill.
Mr. Chiles is holding an exclusive training for those who want to get higher-ticket sales, have people that love their products and services, and “not have to take a bottle of Advil to try to convince people to part with their money.” You can sign up for this free training at: http://chilesadvertising.com/selling.