Would Your Sales Increase If All Mary Kay Prospects Wore Loudly Colored Green T-shirts?

Would Your Sales Increase If All Mary Kay Prospects Wore Loudly Colored Green T-shirts?

As a consultant to this industry, I remember quite often having the honor to working with Mary Kay independent beauty consultants. Regardless of my blog tips, my trainings, or any number of tutorials I publish, I still sometimes get people that say, "running a pay per click marketing campaign might be the best thing since sliced bread, but paying money everytime somebody clicks scares me to death. Perhaps this is not best marketing strategy for my personal care products, nutritional products & cosmetics."

While this always amazes me, I'm certain that one of the reasons I hear this is because the "strategy" of running a pay per click marketing campaign is still not understood.

I'll attempt a little analogy to see if I can get everyone confortable with the concept...

Imagine if you could park at the front door of a Target store or Best Buy and immediately spot customers who were looking for your product? Lets say they wore loudly colored Green tee shirts revealing what they were at the store looking for. And what if they knew to go straight to you rather than go round and round the store searching out the items on their shopping list?

With Google AdWords, Yahoo's Sponsored Search, a top 10 pay per click search engines, or perhaps even one of the minor league PPC engines, you connect with targeted customers immediately, the second they want to hear from you.

Now let's dig a bit deeper into this idea. What if you could have tens of thousands of college students at the door of every shopping mall in the country. What's more, you'd have to pay them only if they got customers and began marketing to them your personal care products, nutritional products & cosmetics.

Now, even if your competition has posted giant ad banners, hovering over everyone, it doesn't matter. Few customers are going to pay that any attention. All the while, your "agents" are constantly interacting with every single potential shopper.

Using search engine ads is like deploying a team of non-stop "agents", except that these search agents won't require breaks and they require no pay unless they produce results. Your "agents" will be waiting 24 hours a day, 7 days a week for customers looking for your products or services. As soon as they start looking, you'll be the first to know.

Search engine marketing will grow by 33% this year, with growth slowing to 10% annually by 2010, when spending will hit $11.6 billion. (Source: Forrester Research 02/2005)

Until next week, happy internet campaigning...


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Mary Kay | PPC | pay per click | Google AdWords | Yahoo Sponsored Search | Dan Hollings | personal care | nutritional supplements | nutrition | cosmetics
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