Biscoff – Offline Marketing Driving Online Sales

August 6, 2006
Filed Under General | 1 Comment

That second U.S. Air flight had Biscoff cookies distributed. This tasty treat was joined with an incentive to visit them on the web. When you search for cookies in Google – there are no Biscoff ads. There is one for branding when you search on Biscoff.

The more I learn about online marketing the more I see the strong correlation between many of the best executions involving offline elements. This first came to my attention at the ACCM conference which focuses on catalogs. Then a few weeks later at the Geo Domain Conference, I saw to geo domain owners comparing hotel booking stats. The one with the city that was one quarter the size had three times the hotel bookings. Why? The owner had a direct marketing background and had several offline campaigns to drive traffic to the site. These campaigns were swaps that were win-win. Which brings us to the most successful site always partner!

Consider matching your offline efforts with the online one next time you are planning a campaign. Thanks again for the tasty treat and the reminder of good marketing practices.