Many brands' internet
identity can be built more solidly on keywords than on corporate brand
names. The principles are discussed in detail in the companion article
"Corporate Brands
Internet Identity." This page outlines a work in progress example for a
totally
unknown brand in a hotly competitive niche market about which I knew NOTHING
until a decision-maker far away picked up the phone and called (407) 895-3092.
Fuel Charger Power Cells.
"diesel performance" v. "diesel emissions"
A little background on the
brand's internet identity problem:
Diesel
fuel is junk. It is a low quality distillate of crude which, in
even the best-tuned diesel engine, releases only 40% or so of its potential
thermal power. The tractor trailer trucks that lumber pass you on the
highway, hauling 80 to 90,000 pounds of cargo, average between 4.5 and 6.0
miles per gallon. The individuals and fleet managers who own those
trucks have all tried various fuel-spinning, heating, aerating and
"molecular realignment" devices promising "25% to 50% better
fuel economy!" Which is impossible on all but a very few, very poorly
tuned trucks. The owners and drivers have been snake-oiled so
many times they're leery of any and all new entrants into the field.
Diesel
fuel burns dirty. Partially burned diesel fuel produces smoke, soot,
particulates, CO, CO2, NOX and other horrid pollutants. On October
1, 2002, a consent decree between the EPA and major OEMs went into effect.
The new Detroit Diesel and Cummins EGR engines make less smoke, but reduce
MPG by 3-5%. Caterpillar has no viable EGR as yet, and pays up to $6400
in penalties per new engine. Perhaps truckers considering new vehicles would
rather retrofit their existing engines to improve MPG and reduce
emissions. Perhaps an OEM such as Caterpillar (who has long resisted
any technology not invented here) might consider another approach. 
Fuel Charger Power Cells are
solid state in-line ionizers. As diesel fuel passes through the
unit it triggers a natural discharge of electrons from the dissimilar metals
packed inside (same as a car battery). Some of those electrons are
carried away to the combustion chamber, where, being negatively charged, they
repel each other, break through the surfaces of thousands of relatively large
drops of diesel spray, and atomize those drops into millions of microdrops
that mix better with air and burn more completely.
The
result is that every ignition stroke produces about 20% to 30% less smoke
and NOX and a little more power. That extra power can result in
better performance (HP, torque, pick-up, speed) or 3% to 15% better fuel
economy (miles per gallon, gallons per hour on a pump), or both. Which
benefit to sell?
Marketing
Challenge: Do you build this brand's internet identity based on the name
"Fuel Charger" or on the keywords "diesel
performance," "diesel mileage," or "diesel
emissions?"
After several months of modest
to disappointing results from direct mail and direct response ads in magazines
aimed at truckers and fleet managers, I elected to abandon "brand
name" push advertising and try to build the brand's internet
identity around one or more keyword clusters I could eventually spin back into
push media. Here's the thinking
and execution to date.
The keyword "diesel
performance" leads to a host of websites that cater mostly to owners
of Powerstroke, Duramax, and Dodge Cummins pick-up trucks. There might be an
opportunity to edge into the top 20 with a site aimed at tractor trailer
owners and operators who might skip the Top 10 to get to www.fuelcharger.tv
There are also lots of sites in
the "diesel mileage" keyword cluster (I use Word Tracker and
WebPosition Pro), but we know from experience that few people believe it's
possible to improve diesel mileage. The keyword counts in that cluster
are fairly low.
The "diesel emissions"
cluster has a very low count, since the EPA has yet to arrest anyone for
smoking. But there are very few competing sites. Mostly pages decry the
evils of emissions. Few offer a cure. It may become very important in
the next few months as diesel owners wake up to the importance of emissions
to state and local government concerns with Smoke & Soot.
There are a few modest count,
low-competition keywords available, such as "diesel engine fuel
delivery system parts." The brand names of the major
engines (Caterpillar, Mack, Detroit Diesel, etc.) are heavily searched
and produce thousands of sites. A "make and model" search
(i.e. Mack CH 350) usually produces the corporate website or some sort of
Trucks For Sale page.
I have built www.fuelcharger.tv
around the keyword cluster "diesel performance" with "diesel
emissions" as the secondary set. The site includes Tech Doc
directories, detailed, installation instructions, MPG, GPH and HP
calculators. I have translated the results of about 20 MPG and GPH field
tests into "testimonial" pages optimized for "diesel engine
fuel delivery system parts" AND the make and model of the truck engines
or gensets that were tested. Here's an example.
I'm working on a page aimed at
fleet managers who are or may be concerned about how local and state EPA emission
regulations will affect them. Lots of links to outside
authorities. Maybe a few backlinks?
Ultimately, I hope to find the
exact two or three keywords that will attract owner/operators who have to do
something about the smoke, and are willing to gain up to $1500 a year
improvement in fuel economy.
That set of keywords will go into the
headlines and body copy of the next set of ads, thus completing the
integration of advertising with Search Engine Marketing.
It's a work in progress. Check
back in a few months for updated results.
Oh, if you'd like this sort of
thinking applied to your next corporate
brand internet identity project, pick up that old fashioned telephone on
your desk.
(407) 895-3092.
