Know-How Exchange : E-Marketing

Ah! I did wonder if the Duke of Cambridge was involved - then I spotted the website name. I put two and two together and wound up with Prince George.

A quick search doesn't show many results, so you may have a chance. Anyway, the kid's barely out of his nappies (in terms of newspaper coverage at least).

One point of issue here is that you're not stressing the benefits of your product anywhere near enough. But this isn't about websites, this is about offloading them.

Sorry, that should read "finding you purchasers of a superior quality".

Apols. I've already gotten into trouble once today, let's not make it twice.

The fastest way to get these people is to use a display network campaign. Paid advertising that is effectively PPC - if you don't know about it, hurry to your bookshop (you've got forty minutes before the shops close at 5pmBST). You can get Howie Jacobson's "Google Adwords For Dummies" which goes into enough detail about Google's display network.

But - don't advertise under "Cambridge" "George" or even "Silver pen" because you won't make any headway and it'll cost you a fortune. You're out to make one, so get clever: advertise in topics that are relevant but not equivalent to. An example: "Pembroke Corgis" (need I tell you why?) - Chatsworth, The national gallery, Pall Mall. All of these are the kinds of places that your audience will be frequenting - but not actively looking for what you're selling.

Then set up an email newsletter so that passers by get the chance to become buying visitors somewhere down the line.

You'll get heaps of data this way too, all of which can be fed back into the system - website wording, facebook page, tweets, you name it. (Only don't call it George. Rather overused right now ;-)

Does this help any? It's now 5:28 CET. That means any serious bookshop is open for another thirty-two minutes.

Don't forget to install Google Analytics - Howie goes into all that. https://askhowie.com

Photos of the pen and Prince George would seem to be appropriate for your site (on the home/landing page - I see pen photos elsewhere). A story connecting why this pen design is tailored for/inspired by the young Prince would be good too (after all, people wouldn't normally think "pen" = "Prince"). Finally, who are YOU to sell these pens? Do you produce collector editions of other products? Can you prove that these are "wise investments"?

Can you send one to the Royal Family as a gift? Can you auction one off for charity (in the Prince's name), for example?

Perhaps a viral sales promotion - create a contest site where the "writer of the best hand-written note of congratulations" for the new Prince wins a boatload of prizes - and feature your brand and pen throughout. Promote through social media and public relations - get it picked up by the media - maybe let a major publisher host the "top 10" finalists for a vote off.