Wednesday, July 8, 2009

Using The Internet For Industrial Products

Through my experiences working in digital advertising, I have regularly seen Industrial companies claim that they don't need to advertise on the net because there are only a handful of companies that use their products, most of which they have current supply deals with. This logic is flawed in many ways and I can name several examples of past clients who will testify to this. So why is Internet marketing of strategic value for industrial supplies?

Existing Channel Growth - It may seem strange that extra advertising could grow a company within its existing supply chain, however growth is usually as simple as starting a conversation with the right person. An example is a gas detection and RFID company I worked with in Western Australia. They had regular dealings with BHP already and account managers visited them regularly, however 10 days after commencing PPC advertising, the new global supply manager was researching gas detection and he stumbled upon their site. This little 'accident' netted the company a multi-million dollar contract worth their previous FY revenue.

Finding New Sales Channels - Such as Jewell Tyres a logging tyres and Industrial Tyre company found a new niche using a mixture of SEO & PPC advertising to 'broaden their reach' and discovered untapped markets in 2nd tier OTR tyre brands.

The most basic rule of Internet advertising is to make your company accessible. Strong SEO & PPC strategies are essential as well as working the forums and listing your company on plenty of reputable directories. The easier you are to find, the more chance you have of starting a conversation with the right person.

Note: It is essential to note, that you need to invest in a website that communicates effectively to its intended clientele if you are going to experience a high level of success. Click Here for more information on this concept.
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Thursday, July 2, 2009

Johnny Walker Abandon Social Media Strategy

Johnny Walker have effectively given up on their social media strategy.  Having pumped tens of thousands of dollars into TVC's and Radio to find a competition winner, it looks like the low response rate killed their enthusiasm.  Having sent Rick Liston & Josh Ogilvie on an 80 day around the world tour, there has been almost no follow up interaction with the boys at all.  So what was the point of this marketing venture?

The theory was strong, much like the Toohey's 6 beers campaign, the idea is to get people to follow the adventures of the travelers and live vicariously through them.  The brand of Johnny Walker is prominently displayed and positive brand equity developed and passed onto the audience.  The problem is, that this requires time and money & it looks like Johnny has lost interest in that.

Since setting sail, the only media coverage the boys have received has been drummed up by Rick's mother.  Even the travel video that the lads put together has not made it onto the JW website on account of laziness.  It is as if the company is looking to wipe their hands with this debacle as fast as possible, which is a shame, because I love the concept.


Note: This is their winning entry (it was shown on the website)

Josh Strawczynski's Opinion:
Despite the low number of entries submitted to the competition (I knew 3 of the top 6 applicants), the guys they chose were perfect for the role, both smart, fun loving & funny guys that had the ability to make it work.  I hope that big Johnny does something to save this venture, it can still be salvaged.

Karly Hickman's Opinion:
Johnny Walker were lucky to find two ambassadors as suitable as Rick & Josh.  I'm sure the material will be there, it will be interesting to see if Johnny Walker allocates the resourced necessary to spin it into advertising gold.
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