Promote your Website to Wiggle and Jiggle

By: Lina Smith Posted on: 2008-10-21 ** Print Article ** ** Copy Article ** - Category Feed

Article Summary: Website promotions must include a branding strategy that keeps up with promotional trends. Follow the leaders and wiggle your way to happy returns.

Website promotions must include a branding strategy that keeps up with promotional trends. Follow the leaders and wiggle your way to happy returns.

Website promotions are an indispensable tool in crafting your branding strategies. It doesn’t matter if your website is promoting a product that is sold offline or online - what matters is that your customers are online and your brand needs to be moving with them. Kraft’s Jell-O brand has survived since the late 1800’s, and has surpassed branding to become a mega-brand. Yet, this mega-brand continues to increase its budget for website promotions. Using website promotions in your branding strategy is imperative to establishing website recognition and customer loyalty. Out of sight, out of mind.

Jell-O’s marketing tests showed that online marketing increased offline sales by 7.5 percent and were far more cost-effective than traditional advertising. Through extensive statistical data, they also confirmed that online promotions contributed to significant brand stickiness. This 100-year-old mega-brand is happily wiggling and jiggling their way through SEO, SEM, promotional videos, giveaways and coupons, advergaming, and user engagement techniques. Jell-O is an expert at following promotional trends.

H&R Block is the last brand you would except to see wiggle and jiggle - but the brand is twittering instead of jiggling. Not only does H&R use search engine optimization (SEO) and search engine marketing (SEM) - they twitter daily. The H&R brand is also heavily involved in social media promotions with MySpace, Facebook, YouTube, Second Life, and using widgets for website promotions. They reported at 51% increase in brand awareness, and a 171% increase in recognition of their website presence among their target audience. All this occurred with .5% of their marketing budget. Starbucks also uses Web 2.0 and social media to promote their brand and website. In fact, they reported 112% increase in brand stickiness with online website promotions. Both H&R Block and Starbucks found online marketing and promotional activities to be far less expensive than traditional methods.

The value of using website promotions in your website branding strategies should not be underestimated. A McDonald’s marketing test is a great example. French fries in a McDonald’s wrapper reportedly tasted 77% better than the same French fries in a generic wrapper. Even the carrots in kid’s meals fared 54% better. Analyze your website. If you’re just another website selling software, set yourself apart. Develop a personality. Brand yourself with a story. Social websites respond to a person, not a corporation. Create a logo with pictures and text. Make sure these are in your email promotions. Have the same text in your PPC, Adsense, or other text-based advertising. Create a jingle. Include this with video and social website promotions. There’s no law saying software can’t use website promotions that are fun. Look outside your industry for branding and marketing inspiration. Subaru created a promotion with jiggling sumo wrestlers.

Website promotions that wiggle and jiggle with moving trends have created the benchmarks for online strategic growth. Your branding strategy must include an online presence that goes where your users go. Happiness is a value. The cost-efficiency and brand effectiveness of website promotion has been established by the movers and the shakers. Get your website’s promotional strategies wiggling and jiggling now, and you’ll be giggling with happiness over your investment’s returns.

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About the Author:
Lina Smith
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