Search as Branding Play – South Beach Diet Successby Kent Lewis on July 13, 2004Uncategorized
As the article notes, the fine folks at Rodale, the book’s publisher, contracted to spend $750,000 a month on search resources such as Google and Overture to drive traffic to a promotional support site. Keywords and keyword phrases such as “South Beach,” “low-carb,” and “low calorie diet” are driving viral buzz and book sales to the tune of 65,000 copies per week.
It’s worth investigating how search can help a brand campaign reach specific communications objectives. Some approaches to this might be:
Buy keywords and keyword phrases for the specific product name, and phrases associated with the product. For example, during the launch of the new Subaru Legacy Sedan, Subaru could buy “subaru legacy sedan.” But it could also purchase words describing key features, such as “symmetrical all-wheel drive” — a key selling point of the vehicle.
Buy the new slogan or keywords within a campaign’s headline.
Buy the name of the celebrity or spokesperson used in the pitch.