Common Sense Web Design Says a website should sell one concept at a time. A specialty shoe store shouldn’t try to sell barbecue grills on the same website.
Being the marketing junkie that I am, helping clients focus on one niche market at a time just comes naturally to me.
Bruce has a deli with two locations, which are open for breakfast and lunch. He and his wife started a speed dating company and considered advertising the delis on their speed dating site and vice-versa.
This would have created branding problems at best and credibility issues at worst.
While it could be a good practice to put a coupon for the deli into the speed dating email once in a while, it doesn’t work the other way around.
Luckily, I convinced them that delis and speed dating go together like peanut butter and sauerkraut and we discussed better ways to promote the companies.
Multiple concepts that target the same audience for the same general reason could work.
For example, an insurance agent who owns a driving school could promote both of them together on one site effectively. Several restaurants could band together to make a “dining in this area” website.
A bunch of Irish stores could put together an Irish resource. By the way, the owner of Johnnie MacCrackens needs to talk to me. The bar sounds pretty cool, but the website is banjaxed, laddie. A three-way email is the best way to introduce me to them.
No comments:
Post a Comment
Questions? Answers? Leave a comment!