Wednesday, June 23, 2004

Gimme Something! Help Me Out!

If you want to be a sophist you can archly suggest that specific searches (as described below) could just as easily have come from 3rd party referrals, an advertisement, etc. Fair enough. But if you're going to play the Devil's Advocate role, then I am going to ask you if you're taking the time to ask THEM?

Your website analytics can already tell you HOW the visitor got to your site. It is incumbent on you, the marketer, to parlay that knowledge into MORE knowledge.

"How did you hear about us?" is the most under-used phrase in marketing. But even when it is used, rarely do marketers INCENT the visitor to take the time to (accurately!) fill out a brief online form.

You gotta give something to get something.

How many times have you seen a Dell ad on television that suggested you visit www.dell.com/tv? They want you to visit the "/tv" site so they can measure the effectiveness of their tv ads.

But, who the heck does this? As a typical consumer, I'd just go to dell.com to configure my new PC. I may indeed "arrive" at the site thanks to the ad, but Dell's ad firm gets no credit.

Here's a variant of the magic phrase to add to these ads: "for special promotion pricing, tv viewers should log on to www.dell.com/tv."

OK, I did that. Looks like I get a special deal on the A920 All-In-One Printer: $9 off the MSRP of $89. But wait. Let's blow out the ol' cookie file and return to dell.com. Search for A920 printer. Lookie, lookie: any schmoe who visits dell.com gets the exact same nine bucks off as the schlep who followed directions and visited dell.com/tv.

You know what else bugs me? A too-clever-by-half websurfer might tap in "dell.com/tv" hoping to bypass the main Dell site for info on those slick new Dell TVs that have hit the market. The websurfer would be misguided if they truly thought that this surfing strategy would work, of course...but on the other hand, would it be too much trouble for Dell to add a hyperlink on the dell.com/tv page that said, "if you're looking for information on Dell televisions, click here"???

15 Comments:

Anonymous Anonymous said...

What is even more irritating is , if you do log on using the www.dell.com/tv you can't get there . At this time there is a great deal for a laptop at 699.00, which also offers a free printer (and camera??) . Nothing listed takes you to the offer so you can look over the computers specifications. I assume that it would be the Dimension 4600, but have no way to be sure . You have spent so much moiney to advertise this great deal and when a potential buyer is looking for further info , none is available ..

August 13, 2004  
Anonymous Anonymous said...

seen tv ad saying to go to dell.com/tv for prizes no such puppie

December 19, 2004  
Anonymous Anonymous said...

The ad I saw said this was a chance to WIN a tv.

December 21, 2004  
Anonymous Anonymous said...

I just saw an ad saying Dell was giving away a Cadillac Escalade full of Dell products now until Dec. 31st, just log onto dell.com/tv to enter the giveaway. Cannot find a place to enter.

December 21, 2004  
Anonymous Anonymous said...

wonderful adds. love to see a delf someday, maybe soon. two dozen tv spots viewed. hate to spend big bucks and have viruses blow enjoyment. wishing dell and delf, merry christmas

December 21, 2004  
Blogger PR-Guy said...

Thanks for all the updates on your experiences at Dell. You do know that I've got nothing to do with Dell, right? I was just using them as an example... Anyway, thanks for reading! - and happy holidays! - Todd

December 21, 2004  
Anonymous Anonymous said...

Dell sucks,and there service is even worse.It doesn't even rate suck.There pc's are trash,and way over rated.and cost to much,for what you get.

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