Single Throw's Internet Marketing Post

Single Throw is an Internet Marketing firm that helps businesses with sales lead generation by making sure your message is in the right place at the right time - when a customer is searching and has need - when they are most likely to make a buying decision. We call this "From Search to Success." In this blog, Single Throw's experts will share their insights on the state of business and marketing, both online and offline, as well explore new areas of Internet Marketing.

Friday, February 10, 2006

Linking Traditional Marketing with Internet Marketing...and of course, Google!

We saw it happen with The Apprentice and Yahoo!, as well as others. Traditional, or offline, marketing is coming up with closer ties to it's Internet brethren, the Search Engines, to creating a marketing and branding bond that will be hard to forget for any of the parties.

In an episode of Martha Stewart's Apprentice encouraged us to type "apprentice salad dressing" into Yahoo! for the reward of recipes and the ability to purchase the "limited edition" TV show-inspired concoction. And people did. While the Martha show itself did not fare well, Wish-Bone and Yahoo! got their fair share of attention.

Now NBC has taken a similar route with the forthcoming Winter Olympics. Can't see those hot events on TV (What, you don't have TIVO?), then click on over to Google and type in "NBC Olympics." At the top of the page, typically reserved for the top PPC ads or organic listings, is a highlighted entry labeled "In collaboration with NBC Olympics." Viewers are then treated to quick access to event clips and information.

Just a few weeks ago, Pontiac ran a commercial spot that told viewers, "Don’t take our word for it, Google ‘Pontiac’ and discover for yourself," inferring that Google has the clout and credibility to help you decide what car is the best. And quite frankly, it can.

I'm sure you can each come up with examples of the very same scenarios illustrated above. This approach is going to be used more and more on TV, and has been done in print for some time. It's all about the immediate gratification and instant measurability the Internet provides, as well as playing off the amazing branding that Google has already established. These calls to action are designed to keep the brand accessible to the viewer, as well as infer some affiliation to those that have extreme brand power.

And it works!


Read more about it:
GM says "Google Pontiac"
Google Top Brand for 2005
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1 Comments:

  • At 5:55 PM, Anonymous Michael said…

    Frapple.com recently launched an offline to internet link system that provides a no distraction method of delivering relevant information. Linking is frapple's only business, period.

    The problem with directing prospects through a search engine is too much noise. Kind of like asking your wife to meet you at a Chippendale bar and you'll join her later. I don't claim to be the brightest marketer, but even I can figure out exposing a prospect or customer to possible distractions doesn't seem to be a good idea.

    Frapple link codes are made up of a
    numeric prefix, followed by a numerical string. Once a prefix has been assigned to a client, it's theirs forever, can't be lost to a higher bidder ... and obviously the first in will get the shortest codes.

    Another benefit of frapple is identifying where the link traffic is coming from. You can have multiple codes in different mediums or publications pointing to the same landing page.

    Frapple presents a challenge to the creative community. Ads need to compel a reader to take the next step. (think that is engagement) As important as the ad content, the landing page then has to invoke the desired call to action. Established brands provide a trust, making it easier to engage. An up and coming brand has to earn a trust. What comes to mind is imagine a stranger approaching you on the street and flashes open a trenchcoat with watches pinned to the inside. They could be the finest watches in the world at a great price, and a lifetime warranty backed by the Swiss government. What if it was a police officer that was offering watches?

    If I was publishing a magazine today, I would power it with frapple. Link editorial to background stories or video clips picture out-takes etc. The internet is not a passing fad, so figure hot how to work WITH it. Even new stories could kink to updates ... am I nuts or does this make too much sense?

    The following is an excerpt of a letter submitted to the editor of Time Magazine (won't be published)

    I have met a number of publishers over the years, and dare I say they are pretty much into the mindset that the sun rises and sets on their particular publication. After all, look at the digital versions of many magazines. They think the publication is so damn good it's simply duplicated on the internet.

    Lets use for example last night's State of the Union address. I'll bet Time photographers took over a thousand pictures, what, 2,3, maybe 4 will make it to print. Why not link from the magazine directly to an internet page that shows the other 996 pictures, heck even 50 more would be rather easy to do ... hit count on the internet would skyrocket. Not only that, the magazine has a purpose, it's not just analog anymore, it's a digital portal, it's important.


    I am not bashing search engines, I use one all the time. But as I said once to a mover: "You don't do my job, and I won't do yours."
    Heck, I even sent an email to Google, if they put the frapple input box on their site, I'll add the Google search box to ours.

    If this comment appears biased ... it is. I am the president of Frapple Interactive Inc.

    Cheers and frapple hard!

     

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