I’m working right now on a business plan
for an online company.
What do the founders have
in their marketing budget?
Money for bus shelter ads,
print ads,
television spots,
everything other than online ads.
None of it will convert into traffic.
Why?
Because they are asking their marketing
to do two things.
First, they need to sell prospects
on going online.
THEN, they need to sell prospects
on going to their site.
It is damn difficult to get prospects
to do ONE thing.
Impossible to get them to do two.
There is a reason Coca-Cola’s slogan was
‘Within an arm’s reach of desire’
and that is because
advertising works best
when it is closest to the product.
If you are an online company,
advertise online.
If you’re a restaurant on a busy freeway,
buy a billboard on that freeway.
If you sell beverages to grocery stores,
put up a shelf talker
or take out a flyer ad.
Make it EASY for your marketing dollars
to work.