Now what was it I said about pull?
From Media Post:
"WHILE PARTICIPATING IN THE WORD of Mouth Marketing Association (WOMMA) conference last week in Orlando, Florida, I caught one of General Motor's 30-second regional television ads for its Pontiac brand. Television ads often stimulate Internet search behavior by increasing brand awareness or sparking curiosity, as often demonstrated by Hitwise. But this GM spot was significant because it ended with an unusual call to action: "Don't take our word for it. Google Pontiac and discover for yourself." And the ad ended not with a URL or phone number for a local dealer, but an actual Google screenshot with Pontiac typed in. Yes, an actual screenshot!"
Wonder where that idea came from?
Thanks Garrett, for tipping me off about that article!
From Media Post:
"WHILE PARTICIPATING IN THE WORD of Mouth Marketing Association (WOMMA) conference last week in Orlando, Florida, I caught one of General Motor's 30-second regional television ads for its Pontiac brand. Television ads often stimulate Internet search behavior by increasing brand awareness or sparking curiosity, as often demonstrated by Hitwise. But this GM spot was significant because it ended with an unusual call to action: "Don't take our word for it. Google Pontiac and discover for yourself." And the ad ended not with a URL or phone number for a local dealer, but an actual Google screenshot with Pontiac typed in. Yes, an actual screenshot!"
Wonder where that idea came from?
Thanks Garrett, for tipping me off about that article!
2 Comments:
At 10:31 AM, Jackie Danicki said…
The same tactic was used by Pontiac several months ago (in conjunction with the Donald Trump show "The Apprentice" on NBC). It's not a new thing for them.
At 10:52 AM, MikeG said…
Jackie,
I spent a lot of time last year using similar tactics to test the pull as opposed to push strategy. It has been used by a number of brands in the US and UK.
This is the first report of this type of tactic (apart from my own) that I've seen in the online marketing press.
And the reason I highlight it is to reinforce my message that there will be new challenges, such as these types of "pull" tactics, to contend with on the SEO side of the business.
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