Maybe I'm missing something here but isn't disseminating your logo as far and wide as possible a good thing? Everyone still knew it was Nestle's logo, it wasn't being stolen and used to promote another company... so I don't really see the problem.
Also guys, remember, business success is about reputation too. You can't just post to forums and maintain a high-quality blog alone, you have to network, build relationships, do it the old-fashioned way :) It might sound antiquated but those tried and true phone calls, emails, one-on-one communications really do make a huge difference. It seems to me like it's just about the work-- i.e. no one wants to do it.
Yes, I've had great success with this method. And youtube is free, as opposed to T.V. commercials. The drawback is that you have to generate the traffic yourself. With T.V. you pay for the pre-existing audience.
The new datacenter will mean a lot of things to our customers. First of all, owning your datacenter as a hosting company is always a big deal. It means you have 100% control over your infrastructure, and most hosting companies lease or outsource their hardware. This sets us apart. It instills a lot more confidence in customers who know the industry and raises us to a higher tier of host. Second, we will be running much more efficiently and will be able to pass that savings along to our customers. Third, the fact that this is a former federal government building with 1-foot-thick concrete walls means our infrastructure will be secured to federal government standards. That matters to everyone who cares about the security of their data and is especially important to people who use our colocation services. Fourth, a growing company is a strong company and we have shown record growth despite the global recession. This expansion reinforces that fact and shows our customers we're going to be around, doing business, for a long time to come.
And my question remains, have I missed any avenues for promotion? Have I not been clear enough about the benefits this new building will have for our clientele? If not, what can I do to better market this project?
I am really interested to hear what you all have to say about this marketing case-study. I think there is often a real lack of concrete advice when it comes to the nuts and bolts of marketing one-time events. There is always a ton about growing traffic, SEO, etc., but what about good, old-fashioned news-worthy happenings? I think it would be really helpful to work together to come up with an event marketing checklist.
So, here is my situation...
This week TurnKey Internet (the company for which I am the Marketing Director) finalized the purchase of a great big new datacenter in New York. It's a former federal government building with 1-foot-thick cement walls so it's the perfect place to house our infrastructure. The multi-million-dollar expansion comes on the heels of record growth over the past 2 years.
I'm currently brainstorming about how to use the new acquisition marketing-wise and I'd love to enlist your help!
So far I've written a press release that got distributed (via PRWeb) yesterday morning with a nice result. The story got picked up by several tech news sites.
I also wrote a blog post about the acquisition and posted pictures of the outside and inside of the new building pre-upgrades.
Of course I've sent out notifications in all the social media outlets (Twitter, Myspace, Facebook, etc.)
I've also been writing personal emails to all of my press contacts online and off, including all of the local newspapers. So far we've ...
An online business is like any other business. It must be built with consistency, hard work and good decision-making. Develop a clever and attractive brand. Build relationships with others in your line of work. Provide excellent customer service and customers will become evangelists.
Yeah, viral videos, etc. are great but you're right, you have to be consistent. Having a concept that won't run out after a few episodes is important. And then, you have to run it like a business, build your popularity and then come up with clever ways of making money on it. Sell merchandise, sell advertising, etc. I think there are a whole lot of people who have earned themselves some flash-in-the-pan fame only to be swallowed up by all the other free stuff out there all the time. I love the idea of educating. Providing something unique and valuable and then making sure you get compensated. Easy, right ;)
And be patient! Building valuable traffic organically takes time. I'm sure you've heard that before. Search forums for tips on how to improve your site rank. And spend that money on advertising, rather than fraudulent traffic builders.
I've had a good surge in traffic working with signature links. Spread over many forums with useful posts, it takes a ton of time but it has been increasing both traffic and rank. Also, it gets your company name out there subliminally to others in the forums and generates some organic traffic from click-throughs as well.
Just like with all the most effective advertising, include a coupon and a call to action, keep it professional and full of information about your company/product. Don't get spammy with your message or make false claims. Treat the recipient with respect for their attention and time.
I think at a certain point you have to accept those limits and work within them. If you're patient and persistent, your subscriber base will grow and you will be able to cultivate a large number of customers without spamming.