How to Build Links Offline
August 8th, 2009 by John LynchAs I type this post on my phone, I’m currently standing outside the DMV waiting in a line that would enable me to get into another line inside the DMV. It’s about 90 degrees outside and it’s looking like I have at least a two hour wait in front of me.
As one could imagine, it was a pleasant surprise when three teenagers hopped out of the back of a pickup truck with handfuls of bottled water.
“Hey, we’re from Curry Auto,” the tallest one calmly announced to the crowd while pointing to the auto service center across the street. “Would anyone like a bottle of water?”
I can’t think of a better possible marketing campaign than providing a free, helpful service to a targetted and localized demographic. Moreover, it’s a clever way to positively introduce a brand to customers that would normally associate it with the hassle of a broken car. It’s a fantastic way to build a relationship with a new customer base.
*Note: just had to take a one hour break because I was told that my second form of ID was insufficient. There has to be a better way to administer driver’s licenses, no?
If you want to succeed in search engines, find a relevant audience and do something that helps them in a real and meaningful way.
Then give it to them for free.
*Note: after 90 minutes of waiting, I have been told that the camera processing system is down and i’m going home without a license. I wish I was making this up.
I’m pretty sure I had a point to make about reputation, brand management, and doing right by your customers, but I think the Virginia DMV just made it for me.
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Sometimes it pays to give a free service. When I consider business I always apply long term strategy instead of the quick fix and run. if you really think about what is best for your customers it makes sense to continue to work with a winning team than a micro-wave mixture.
That’s a good piece of publicity, despite you not getting your driving licence sorted.
Here in the UK I see so many vans that have a company name on the back, or on the the side, and there’s no mention of what the company does, or how to contact them, or where they’re based. Imagine travelling 10 miles behind ABC Solutions, or whatever, and not knowing what they do! They could be just what you’re looking for, but you’d never know!
This is a huge opportunity missed by many companies. Why not put contact details everywhere?
Offline linking like this is just as valid as online linking, and would defintely bring more traffic to the site.
Matthew
Dape- Totally agree.
Matthew- Ha! Agreed, many companies miss the fact that trucks can be used as a type of direct response marketing. It’s a mobile billboard that should connect emotionally with the people that see it AND have a call to action!
The other reason I like this sort of promotion is because it’s inexpensive… 100 bottles of water costs what, $75? If they convert one new customer, which they did (me), think of the lifetime value that one conversion brings to their business over a 5-10 year span. Definitely worth the investment.
absoutely!
That was a very good move on the part of curry auto. I am sure at least there were some standing in the line thinking, the next time I have some problems, I will check out curry auto. That I believe is the mindset every business wants to create for the consumers but simple and targetted brand promotion which is actually helpful to people for a change works wonders.