I found a flyer in the lobby this morning, from Google. Noteworthy? Yes. My usual contact with Google is via a keyboard and a screen, so finding hardcopy seemed strange. Maybe I think too much, but it occurred to me that the flyer was the only time that I’d noticed Google outside of its usual context. They do run the odd ad in magazines and papers so I’m told, but as I don’t tend to read hardcopy I rarely see them.
And that’s the point, I’m not the target audience- the target for this flyer is the type of person who would consider spending money on Yell, or Thomson. With this marketing campaign Google are punting AdWords, using in this instance a case study of a wormery firm that has done well thanks to Google.
I think the campaign has been running for a few weeks- don’t quote me on that. The Telegraph ran a piece called "The children of Google" back in May 2008, where a handful of entrepreneurs were showcased with their Google-aided growth.
To be brutally honest Yell, Thomson and the like are expensive and convoluted ways to advertise- they aren’t always relevant, timely, or personal, and these are the 3 things that your advertising needs to be if its going to work at all.
So, now that Google is going head to head to with paid directories in how they approach the market should said directories be worried? Absolutely. The execution is great, nice copy, good images, money-off coupon and the worlds biggest internet-business to back it up. There isn’t even the threat that you’ll be plagued by telesales if you want to "know more"- you just sign-up and get going.
If this sounds like an advertorial for AdWords PPC its really not meant to be, its just that I like seeing the old order getting a kicking from newer and better ways to do business, and the advertiser benefiting directly from being actively involved in their own personal, relevant and timely marketing.
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