So if you follow the search marketing world, you’ve likely seen this neat video about a branding technique inspired by a Converse campaign. The idea is simple, the execution is fairly complex. Essentially, the campaign targets high volume, low competition searches that fit a specific demographic. In the case of the Conversion campaign, the target was teenagers. It’s a really cool idea , but it still hasn’t taken off if you really follow Google Trends.
What’s hot right now that people are missing out on? Oh just a couple of rich folks over in the UK getting hitched. Search for things like “Royal Wedding” or “Kate Middleton” and the ads are sparse, or even non-existent. There’s a handful of people selling memorabilia for the wedding, but they are only advertising on a handful of keywords in the US.
Yet the searches keep on coming. Thousands of opportunities for a gossip site to get cheap exposure in an insanely crowded space, lost. Plenty of chances for a clothing boutique or jewelry retailer to drive traffic to a page with styles similar to the royal couple, missed. Maybe a creative bookstore could be trying to persuade people to stimulate their minds with something more challenging, but they’re not.
The people are out there and they’re eager to click. What’s your excuse for not capitalizing on this traffic?