After the Business and Marketing Objectives, we would make a study of your product. This is somewhat subjective. We have a standard set of questions and research actitivities to understand what the product is all about and where does it stand. This becomes little complex and unstructured in business products/services.
We ask you questions and go thru your site, product brochures to understand several issues including - Features, Benefits, Usps, Attributes (including word associations), Pricing, different Situations in which this can be used, Seasonalities, Target segments/Audiences, Geographies. The reason for this is in SEM/PPC we get an opportunity to write the message (in SEO the search engine picks up the text and displays), and hence its just like advertising.
The principles of advertising need to be followed, but customized to online and search environment. The attention & interest priciples are the driving force behind product study.
Promos and offers: A carrot will make more people to get attracted to your offering. The quality of the carrot seekers sometimes is not satisfactory. Purchase and sustainability of these audience and addition to real bottomline over a period of time is also questioned several times. Nevertheless, promos work for instant awareness, trials and sales.
We strigently follow your advertising guidelines, if you have any. It helps to have these at this point of time, as it helps to know the boundaries of creative possibilities and theryby affect the estimations.
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