Do you have a product that you would like to promote nationally, worldwide, or just on a much grander scale, but have no way to actually track the effectiveness of your television or radio ad? I just learned a really groovy trick around this from analyzing the techniques of some large marketing schemes.
Let’s say that you have a national commercial that is airing in 50 different states (or regions) and you wan to maximize the effectiveness of your advertising. If you knew that there were states that were sucking your profit high and dry and you could do something about it, would you? Of course you would! But how can do effectively analyze the statistics from a television or radio ad?
I’ve seen this technique a few times and it has been proven to be extremely effective. What advertisers are doing is really clever! They’re registering several different domain names and airing different commercials for each region with a special domain name. So if you were trying to advertise Jamorama via a commercial, you could tell your viewers to visit 123PlayGuitar.com in Virginia, 456Playguitar.com in California, and so on. I’ve seen advertisers who have hundreds of domain names to sell their products and maximize their advertising dollars.
Another way to use this method is to have a different advertisement on each network. If Lifetime isn’t producing very good results, perhaps you should spend more money on ESPN instead. One company who does this is CrazyFox.org, who have a number of different domain names to test the effectiveness of lead generation: 296crazyfox.com, 45crazyfox.com, 199crazyfox.com, 86crazyfox.com, etc.
Why is this method so effective (and why is it necessary)? The first rule in business is to get rid of your bad customers. These are the ones that are costing you more in advertising to bring in than the profits that are returned from them. They if people in Hawaii don’t buy your product, simply don’t advertise to them. Sometimes loosing an entire market of bad customers can take your business to new heights!
