Posts Tagged ‘Google’

Can Your Prospective Customers Find You?

Thursday, February 19th, 2009

In the high stakes, winner take all game of internet marketing, if you’re not on the first page of Google, it’s game over.

These marketers go to great lengths, using all types of tools to put themselves in that coveted first position. It’s worth about 40% of the clicks from the prospective searchers.

Let’s assume you have a brick and mortar business. Can you imagine if 40% of the traffic driving past your store were to stop and come in.  What would that mean to your business?

You want your prospective customers to find you, right?  Why not take the time and resources to ensure that they can do so. Managing your Web site’s effectiveness is an excellent objective if you want to boost your marketing ROI.

Search engine optimization is certainly the first step. But there are many more legitimate tools you can and should use to get your site on Google’s first page. Google makes it easy to follow their guidelines.

Even if you are in a crowded space like weight loss or eye skin care or lasik surgery, you can separate yourself from the competition and make it easy for your prospective customers to find you.

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Posted in Customers, On-Line Marketing, Return On Marketing Investment | 2 Comments »

Is Starbucks’ Discount Strategy Risky?

Wednesday, August 6th, 2008

Did you take note of Starbucks’ announcement to roll-out a nationwide discount program for morning patrons to get an afternoon iced drink at half-off? At the least you have to look at it as an interesting development for the marketer of a high value proposition.

“Discount” is a word used heavily by many. A quick Google search revealed you can find the word on 455 Million pages. Starbucks’ decision to use it as a traffic builder to boost lagging sales was described as, “hitting the nail on the head”, by Brad Stevens, the chain’s VP of customer relations. It remains to be seen if it has long-term impact on their customers’ value perception.

There’s an eternal discussion among marketers about the “slippery slope” of discounting. Arguments can be made often for introducing discounts as a temporary tactic to move the needle. The lasting effect of discounting can sometimes lead to erosion … not only in margin, but in the way a brand is perceived.

Starbucks made a significant investment in establishing themselves as destination, creating a certain set of “brand permissions” among their loyal consumers. My guess is you could ask a hundred people what they think of when you say Starbucks and not one of them would say discount.

What’s your opinion? Risky move, or smart reaction to a tough economy by a marketing superpower? Let me know what you think.

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Posted in Brand, Customers, Marketing, Return On Marketing Investment | 1 Comment »