I'm mostly talking about offline brand building advertising. "Nobody is lining up to fill billboards" - I just bought some advertising on the checkout lane for the Safeway nearest google. (If that works, I think it will mostly work because it's so unusual. That, and the density of potential customers in the area.)
Really, I think sponsorship is an extremely effective way to build your brand; way more effective than billboards. I mean, if you can sponsor something that the people you sell to care deeply about. But, that's nearly impossible to track. My theory is that a customer might click on an adword (or organic search result) and sign up because they saw me at SCALE or something... but there is really no way for me to prove that.
I'm mostly talking about offline brand building advertising. "Nobody is lining up to fill billboards" - I just bought some advertising on the checkout lane for the Safeway nearest google. (If that works, I think it will mostly work because it's so unusual. That, and the density of potential customers in the area.)
Really, I think sponsorship is an extremely effective way to build your brand; way more effective than billboards. I mean, if you can sponsor something that the people you sell to care deeply about. But, that's nearly impossible to track. My theory is that a customer might click on an adword (or organic search result) and sign up because they saw me at SCALE or something... but there is really no way for me to prove that.