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Case Study: Sponge New Business
How a small investment in my pixels can pay off...
If you're still trying to work out why you should buy some of my pixels - look no further. On this page I'm going to give you an example of one company's Million Dollar Homepage success, and therefore show how spending a measly $100 can give you some seriously good bang for your buck.Ok then, Alex, enough of the cheesy marketing spiel, show me the money!
Sponge New Business is a New Business Agency based in Essex, England. They help businesses generate leads and win new clients by being clever and creative. Sponge spent $100 (£54 GBP) and acquired 100 homepage pixels on Friday 9th September, 2005. They used this simple graphic:
On Tuesday 13th September, after just 4 days of their 100-pixel ad being on the homepage, I received an e-mail from Sponge founder, Steve Fair. The results have been dramatic, as Steve explains:
"We tried Million Dollar Homepage because we were impressed at the level of ingenuity and the sheer simplicity of it. If we're honest, we didn't expect too much from it. Now, as a direct result, we are pitching for £18,000 GBP worth of new clients and have seen our site traffic increase over a hundred-fold. We're even going to have to upgrade our hosting facility! It's been exceptional."
All that from a $100 ad that's been running just 4 days! I was just as surprised to hear Steve's good news as you probably are. Sponge's success raises some important questions:
- If that's the response after 4 DAYS of an ad being online, what is the return-on-investment going to be like after 5 YEARS?
- What's one hundred dollars compared to what Sponge got back: new business leads, thousands of click-thrus, association with a unique idea and potential boosted search engine rankings (not to mention the kudos of owning a piece of internet history!)?
- If a 100-pixel ad can generate that sort of response, what sort of response can a 1,000-pixel, 10,000-pixel or an even bigger ad generate?
I've also got some impressive images for you. Here is a graph taken directly from the Sponge website stats server showing what happened when their ad went online. The first spike in the graph is the day their 100-pixel ad went live on The Million Dollar Homepage:
Quite dramatic, don't you think? There are no stats for the rest of September, as the screenshot was taken on 13th September. For those of you who like raw numbers, here they are:
You can even keep track of Sponge's stats day-to-day right here on their server.
One last note: for anyone who might doubt whether this case study is genuine or not, I can promise you that I have never met Steve Fair or any other Sponge New Business staff before in my life, although now I'm sure we'll one day have a drink together :)
Hopefully by now you can see that advertising on The Million Dollar Homepage really does work!
So then...
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