February 24, 2010
Google Adwords
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It’s not often we boast about the results we get for clients but today surprised us enough to share the success.
The client came to us by referral, as most do, and their concern was that their restaurant wasn’t visible in Google when people looked for them. They’d often get enquiries on the phone and people would say words to the effect of “we had a job finding your details in Google”.
So, thinking that there wouldn’t actually be that many people searching for them, we set up a PPC campaign focused on their restaurant name, the intention being to expand it out to other phrases that would bring business into them. It was probably the simplest job we’ve ever done.
We looked at the statistics for the first day – 46 clicks on their advert. Wow! We weren’t expecting that to happen. We rang the client and said that their original clicks budget probably wouldn’t be enough over a month and asked their views. They were ecstatic to say the least, and had taken 20 bookings during the day – much higher than usual.
And the cost of those clicks that led to all those bookings? £7.51. Does make all the print advertising look a bit expensive in comparison!
The point of blogging about this is not to say we’re brilliant – this was actually really easy to do. But that it’s sometimes surprising what can be achieved with PPC advertising and that Google invisibility can be turned round overnight and put serious revenues onto the bottom line.
February 5, 2010
Blogs, Email Communications, Email Newsletters, Twitter, Website Strategy
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We’re coming up for the Kent 2020 exhibition in April 2010 and it’s started …. the stream of emails and phone calls from companies trying to sell exhibitors their services. This could be printing, exhibition stand stuff, gimmicks, whatever.
Like local political party reps at election time, they come out of the woodwork expecting to gain business. To be frank, it’s insulting, opportunistic, and in today’s climate, just plain stupid.
The winners in business in the future will be those that create an ongoing, but non-invasive awareness of themselves. Does Custwin want to buy new exhibition popups etc. for Kent 2020 this year? No. Would we need to next year? Possibly. Would we be adverse to getting a blog feed, Tweets, or an occasional email newsletter from companies who supply such products, over the months? No, we wouldn’t be adverse. In fact, it would help to build up trust, it may even lead to us meeting the suppliers at some point, and it’s got a much stronger potential to turn into business for the suppliers at some stage.
Taking another subject, a company was pitching chocolate fountain hire for the Kent 2020 exhibition. As a cold introduction to 100 people it’s possible that very few may respond. But as a warm drip feed over a longer period of time, the percentage of buyers will increase. HOW that drip feed is implemented is a subject all of its own but it’s not rocket science.
The focus here happens to be on an upcoming business exhibition but the principle applies for any type of business that wants to gain new clients, particularly at times of the year when those potential buyers are more likely to need such services.
Those businesses that don’t embrace the concept of drip feeding their message into potential clients will soon find themselves losing out to their competitors who understand what makes potential clients tick.
