MARKETING INSIGHTS: Using Web Addresses to Support the Brand
by Bob Chernet
I often find myself examining at all sorts of marketing materials that come my way. Besides the obvious of looking at layout, appeal, message and such, I also look for the way the company’s Web address is positioned, highlighted and used. Such information tells me, as a marketer, whether the company “gets” it; that is, how important they view the Internet as not only a marketing channel, but as a method to retain top-of-mind awareness and solidify their relationship with new and returning customers.
Last year I wrote an article titled Using URLs to Support Marketing Efforts to help marketers understand that putting a Web address on marcom materials, and even packaged goods in the proper way can help drive interest, traffic and brand loyalty.
Some of the response I received from that article was in full support. Others thought I was getting too granular, or figured that most people would not go to a Web site of an underarm deodorant product unless they were sick in bed, bored and had nothing else to do.
My point was that there was no such thing as a bad URL, offer or Web site; only bad (read: lazy) creative writers. If you buy deodorant you either smell, don’t want to smell, or want to save money. If I can find the right way to appeal to one of those feelings, I can craft a message and include my Web address to help solve the issue (or at least try to). Plus, it exposes the customer to the brand again, and helps deliver a message (or an offer) that can drive another engagement.
That same approach goes for business-to-business marcom as well.
How many times have you been given a business card, mailer or other material from someone that buried their Web address? That didn’t give you a reason to visit the site, other than sheer curiosity? For me, the biggest criminals are in packaged goods where URLs are literally an afterthought. (Read my praise for Hewlett-Packard’s creative and engaging use of Web addresses in the article I mention, above).
Usually, if it’s not just a Web address under the company’s logo, it’s placed on a package with the words “visit our web site!” hidden somewhere on the back. To prove the point I went looking in my own medicine cabinet and came across an example of a typical company’s approach to promoting their Web site.
On the rear of the can of shaving gel, in between their marketing hype and the directions, were the words “Visit our web site!” At least they reversed the type over a pink (pink?) solid bar. In this case I agree with my reader; there is no reason to visit the site. There are better things to do with my time. They have offered no value statement, or reason I should make the effort to visit it.
As I’ve said before, when you’re talking about rather mundane products such as personal hygiene products, you’re going to be hard-pressed to offer a reason to visit a site other than to save money.
So, why not offer 50-cents off your next purchase by going to the site, and also delivering some good information why “Edge” is a better product than the competition? Why not use that exposure to reinforce their purchase decision in the first place, while they are getting their coupon? “Edge products are made from organic…” or “won’t harm the environment…” or something.
A slightly better example is Finesse hair spray.
At least they made the effort to tell the consumer why they should visit the web site (for “tips” and “talk”). Tips I can understand, but talk? I visited the site and they, naturally, have a lot of messaging about how great their product is. However, they offer a section on “trends” which might be a better choice of words. People love to stay on top of trends. And, what industry besides fashion is so dependent on trends?
The final example was the “best” I could find around my house. Smuckers jelly jar still doesn’t win my award for the most prominent use of their Web address, but they sure tried.
As you can see, they use bold type right under the nutrition information (these days, who doesn’t read nutrition information?) and provided at least three reasons to click: delicious recipes, hard-to-find flavors, gift ideas.
Once you’re on their site, the overt marketing messaging is acceptable, but many offers abound including RSS delivered recipes, the as-promised hard-to-find flavor finder, and other useful promotions.
Three products, three approaches to marketing their Web sites. Why do we care? Well, there are a few reasons. First, you probably have a Web site that you’ve spent time, money and effort in developing and maintaining. Shouldn’t you be driving traffic to it? Using it to build customer loyalty? Repeat business? Offering new ways and incentives to use your product?
Secondly, your Web site is your storefront (or main office, or chief representative). You have a branch office everywhere in the world that is easy to get to. Not promoting it on each and every piece of marcom or product, in the proper way (READ: not just listing it) is a big marketing sin in my book.
Thirdly, promoting it can be inexpensive (as compared to P4P or other methods). You already have marketing materials, business cards, products, packaging and the like. USE IT to drive traffic to your site. FIND A WAY to make the Web address engaging. PROVIDE A VALUE STATEMENT why visiting your site will be worthwhile. MAKE THE JOURNEY RELEVANT by not dumping them on your home page and hoping they find something they like. GIVE THEM A REWARD for taking time to visit. Maybe it’s a coupon, or a free whitepaper, or a recipe. Get creative. FIND MORE REASONS THEY SHOULD RETURN. Once they’ve come to your site, get them to engage with you repeatedly.
Web addresses can (and should) be another weapon in your marketing arsenal that is easy to deploy, and have valuable impact.
Agree? Disagree? Have a success story? Have a question? Share it with me at: bob_chernet@viewmark.com
View a complete list of Bob’s Marketing Insights articles.
© 2008 Bob Chernet
Reproduction in any manner is unlawful, without the written permission of the author.
