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Oh, Those Missing Traffic-Catchers: Whose Fault is it?

By: Robert A. Kelly

Bob Kelly, public relations counselor, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.; VP-Public Relations, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net, Website: www.prcommentary.com

Could our sales promotion colleagues be to blame? Because if you're a marketer selling a product or service online, you want to steer as many web surfers as possible to your website. But you  need specialized, traffic-catching web names to do the steering for  you. So, you want your promotion people to locate the kind of super-sizzling promotional name you need to redirect online traffic to your website.

Yet, many online marketers (and their promotion advisors) seem averse to using sales-lead traffic-catchers, although a few big boys actually do use them. Mentholatum, for example, catches online traffic with deepheating.com, Marriott steers traffic to its website with vacationclub.com. and Kraft Foods catches its share of surfers with askkraftkitchens.com. Still other traffic-catching winners include Reynold Wrap's dinnerunplugged.com, Aeron Chair Company's U.Sit4Less.com and Arm & Hammer's thelaundrybasket.com - each a promotionally intriguing and exciting web identity likely to attract surfers to the desired website.

But despite these worthy few, a look at free standing ad inserts in the newspapers, or in consumer magazine ads, television commercials or Internet websites seldom shows a company using an online, traffic-catching, PROMOTIONAL web name. Most online marketers still use plain, old companyname.com identifiers which almost never offer the sizzling lure of a traffic-catcher name specially designed to get web surfers to click over to the sponsor's website.

Once the online sales promotion fraternity recognizes the ability of sizzling traffic-catchers to move web surfers to their client's websites, there'll be plenty to look at: for example, a manufacturer promoting a new line of cordless appliances could start catching web traffic with  ThePowerGift.com, while a franchisor trolling for entrepreneurs might catch them with BossForLife.com or EarnCenterUSA.com. An airline  or hotel chain spotlighting its super service may attract surfers with TotalQualityTravel.com or Feel1stClass.com, and a publisher of  children's books could well catch surfers interested in manners with KidEtiquette.com. Even a precious metals firm can go for the traffic with OwnGoldNow.com, while a cookware maker sizzles up its online sales with the traffic-catcher PanPals.com, and a children's TV producer attracts surfers with KidCelebs.com.

Nevertheless, until a lot more online sales promotion people see  value in moving beyond passive companyname.com identifiers to the  new breed of active promotional web identities - traffic-catchers designed to attract surfers to a target website -- their Internet-marketer clients will be crippled in their efforts to promote their products and services online.

© Copyright, 2001, Robert A. Kelly

Other Articles by Robert A. Kelly

The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.

 

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