Can You Envision If Hot The Traveling Vineyard Prospects Wore Brilliant Red T-shirts?
As a consultant to this industry, I've often had the privilege of acting as a consultant directly or indirectly with Traveling Vineyard consultants. Despite my many published articles, tips and eBooks on the subject, I still from time-to-time get folks that say, "running a pay per click marketing campaign might be good, but not necessarily for my food-beverage, party supplies & tableware."
Even though these comments surprise 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. Below is my attempt to shed a little light on why this idea is so powerful.
What if you could secretively place yourself at the front door of a Sears or Best Buy and immediately spot customers who were looking for your product? Lets say they wore vividly colored Red T-shirts revealing what they were there for and what they had plans on buying.. Imagine if these shoppers knew to go straight to you rather than wander the isles hoping to find their shopping list items? 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 customers immediately, the second they want to hear from you.
It gets even more interesting if we take it a step further. What if you could have tens of thousands of college students at the door of every department store in the country. What's more, you'd have to pay them only if they found prospects and began selling them your food-beverage, party supplies & tableware.
Now, even if your competition has posted large billboards, hovering over everyone, it doesn't matter. Few customers are going to pay that any attention. All the while, your "agents" are continually reaching out to 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 super sales "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 marketing will represent 39% of all online advertising spending this year and will account for 44% of online ad spending in 2010. (Source: Forrester Research 02/2005)
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The Traveling Vineyard | PPC | pay per click | Google AdWords | Yahoo Sponsored Search | Dan Hollings | Food | party supplies | tableware
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| posted by Dan Hollings @ 5:15 PM 3 comments |
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Yes, you're reading it right. According to authors Patricia Cobe and Ellen Parlapiano, who trademarked the term "mompreneurs" and were recently featured in Time magazine and various other programs like Good Morning America; their mompreneurs online 
That's an important factor in any search engine marketing campaign; you might best think through this issue at the outset (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'have perceived' about you and the food-beverage, party supplies & tableware you offer. In most cases you are best to assume they've never heard of you. That's always the safe bet. 
