Question

Topic: Advertising/PR

Interest-based Advertising

Posted by Anonymous on 2/15/2012 at 4:06 PM ET 250 Points
Hello All! Getting noticed is all-important, so I want to dive into interest-based advertising (again). The last I did this, I received tons of lookers, but no buyers (VERY sad). This time around, I want to find a company/site that, hopefully will help me even better. The key for me is $$$$ (budget). Can anyone recommend an AFFORDABLE resource for me?
Thanks
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RESPONSES

  • Posted on 2/15/2012 at 5:26 PM Accepted
    What do you mean by "interest-based advertising?" If you got tons of lookers but no buyers last time, is it possible that the problem was with the follow-up? Were your prospects disappointed by what they found/learned? If so, what's different now?
  • Posted on 2/15/2012 at 6:13 PM Author
    Don't really know how to answer that one. Retailing (jewelry) is a game of numbers, especially in this economy since it is a luxury item, not one of necessity. Many buyers simply do not go shopping for a particular website unless it is subliminally introduced to them---sort of like walk-in traffic at the mall. Only they are "walking by" on the internet and see my "boutique" while wandering with thoughts of jewelry in their heads.
    By the sound of it, you are not familiar with this type of direct marketing. Thanks OK. Thanks for happening upon my question!
  • Posted by SteveByrneMarketing on 2/15/2012 at 6:19 PM Accepted
    Have to looked at etsy.com

    https://www.etsy.com/

  • Posted by Jay Hamilton-Roth on 2/15/2012 at 6:25 PM Accepted
    It's unlikely a first-time visitor will convert into a customer. They need to be sold to. What follow-up measures did you have in place last time? Were you able to collect contact information? Are your customers likely to be actively searching for your jewelry (Pay Per Click) or are you better off trying to identify your target market and push your message to them (as in Facebook advertising)?
  • Posted on 2/16/2012 at 12:31 PM Author
    My interest lies in BEHAVIORAL or INTEREST-BASED ADVERTISING. I am quite simply looking for the most economical vehicle to do this. Please limit your comments to resource suggestions like Google Adwords (which was too expensive last time).
    Thank you!
  • Posted by Gary Bloomer on 2/16/2012 at 2:03 PM Accepted
    Dear sdcondogirl,

    I think you're missing the point of Jay's comment. Sadly, and as I've written on this forum countless times before, what you, as the retailer want, is irrelevant. When it comes to getting your message across, and whether you or I or anyone else likes it or not, when it comes to creating the mindset in the head of the potential customer of the need to buy, right there and then, the interests of the seller are pretty much meaningless. What DOES matter is the way people that are "just looking" help to sell the goods to themselves. People buy for THEIR reasons, not for yours.

    You could try Facebook advertising; forum posting with testimonials from happy clients; Twitter and Facebook links to drive traffic to your site or store; you could use mailing lists and physically mail a letter to a list of people and aim your offer at a specific need, holiday, or celebration.

    I hope this helps.

    Gary Bloomer
    Princeton, NJ, USA
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