Mall or website: keep visitors on your site
November 16, 2009 by Alain Saffel
Being in the field of marketing, I often see marketing campaigns, online and offline, that make me go wow! Then there are the campaigns that make me feel embarrassed for the people who’ve put them on. And then there are those where you wonder just what the hell the marketing people were thinking.
The Kingsway Mall in Edmonton put on one of those “what the hell were they thinking” campaigns to celebrate their grand re-opening recently.
They are putting on a shopping spree. Sounds good. The shopping spree is in New York, London or Paris. Really? Celebrate the grand re-opening of the mall by winning a trip and shopping spree to places that will put the mall to shame? Or, celebrate our grand re-opening by spending all this money somewhere else?
The slogan for the campaign is “see shopping in a whole new light.” I’m hoping they’re referring to Kingsway Mall. If I were to head to London, Paris or New York, I’m sure I’d come back to Edmonton and see how different it is here, and likely the shopping just isn’t as good.
Sure it’s a great prize. I think I missed the point of the campaign though. Wouldn’t it have been better to keep the people in Kingsway Mall here in Edmonton? Imagine the possibilities if they’d done a real push in traditional and online media in Edmonton.
They could get the contest winners on an even bigger shopping spree in Kingsway Mall. Follow them around with photographers and videographers showing how great a time they were having on their shopping spree… at Kingsway Mall! They could be leveraging social media like Twitter, Facebook, YouTube and Flickr to broadcast the whole shopping spree, but also to pull people from those social media sites into side contests to get them out to the mall as well.
It’s a shame really. They missed a golden opportunity to marry traditional and social media and really do something exciting that would really keep the focus on Kingsway Mall.
Keep people on your site
This situation with Kingsway Mall reminds me of websites that use Google Adsense ads or banner ads to make money. That’s not a bad thing, but I’ve also seen it on some corporate websites where they’re trying to convert visitors to customers.
Adsense can be a lucrative way to make money, particularly when you’ve got a lot of great content and the site is has proper SEO. But then, that’s usually the primary goal of these types of sites: pull the visitors in with great SEO and content, and hope they click on an ad so we can make money! Sounds simple? It is, but it’s not easy.
I just don’t understand why you would want to create a corporate website in hope of convincing visitors to contact you, buy a product immediately or take some sort of action beneficial to them and you.
Instead, you give them a reason to leave your site for something else that may tickle their fancy, all in the hopes of making a few bucks on Adsense. Most people don’t make much on Adsense either, so wouldn’t it make more sense to keep them on your site and hope that they avail themselves of the opportunities your site gives them?
The other thing is that Adsense serves up ads related to the content on your page. So, you could actually end up having Adsense ads from your competitors! Insanity! Yes, I know you can filter the ads, so you can stop it to a degree.
Wouldn’t it make more sense to put your time and effort into making your site better and trying to convert those site visitors you’ve worked hard to attract (hopefully with great content, design and SEO) instead of letting them leave your site for a few Adsense dollars?
If you’re considering using Adsense or banner ads to make money on your website, you’d better really think about whether or not you should. Is making big bucks on ad revenue your goal? If it’s not, I’d seriously reconsider putting them on your site.