Imagine If All Pampered Chef Prospects Wore Vividly Colored Turquoise T-shirts?

Imagine If All Pampered Chef Prospects Wore Vividly Colored Turquoise T-shirts?

As I reflect upon the people I've assisted in my consulting practice, I sometimes have the honor to working directly or indirectly with Pampered Chef consultants. Regardless of all my attempts to explain, I still from time-to-time get people that say, "marketing on a per-click basis through the various search engines might be marvelous, but I'm not convinced it's for my cookware, house and kitchenwares."

Even though this type thinking always surprises me, I'm certain that one of the reasons I hear this is because the "approach" of marketing on a per-click basis through the various search engines is still not understood.

Let's use our imagination a bit and see if we can get this concept vividly clear in our mind. OK?

Imagine if you could park at the front door of a Home Depot or Circuit City and immediately spot customers who were looking for your product? Lets say they wore brilliant Turquoise tee shirts proclaiming what they were shopping for. Imagine if these shoppers knew to go straight to you rather than wander the isles hoping to find their shopping list items?

With Yahoo's Sponsored Search, Google AdWords, or other PPC search engines, you connect with prospects almost instantly, just as they want to hear from you.

The power of this idea gets even more enticing if we augment it a bit more... What if you could have a thousand advertising agents at the door of every shopping center in the country. What's more, you'd have to pay them only if they got customers and began selling them your cookware, house and kitchenwares.

Now, even if other 'big dog' companies have displayed huge advertisements, hovering over everyone, it doesn't matter. Few shoppers care for a general ad when something more targeted to their wants and needs is more readily available. All the while, your "agents" are constantly interacting with every single prospective customer.

Deploying a campaign of pay-per-click advertisements in Google, Yahoo, or another PPC search engine is like deploying a team of workaholic "agents", except that these search agents won't require breaks and they will work without pay until a customer is delivered to your doorstep. 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.

Where are people advertising these days? According to TNS Media Intelligence (03/2005) Internet advertising showed the strongest gain (21.4%), followed by outdoor (20.1%), cable TV (13.8%) and national syndication (15.8%).

Until next week, happy internet campaigning...


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