A couple weeks ago Linda pointed out an interesting story about, of all things, Cucumber Pepsi. Now I know most of us on this side of the Pacific recoil at such a thought but I gotta say, it does sound somewhat, I'll say... interesting!

Despite this particular flavor being offered, there are some online marketing methods we can learn from Pepsi Co. Though already successful, Pepsi understands that long-term success and company growth means always being willing to attempt new ideas and strategies. Marketing online has proven that rule time and time again. Every year we are inundated with more marketing opportunities than every before. In order to get, and remain, successful online businesses must learn to adapt to the changing scope of online marketing and find ways to take advantage of whatever new opportunities spring up.

Pepsi doesn't have a one-size-fits-all approach. They understand that Cucumber Pepsi probably wouldn't be a big hit here in the U.S. If they were to release this product world-wide it would likely be seen as a remarkable failure, but it appears to be doing very well for them in Japan. The more targeted you can make your approach the more success you'll have.

But before you go diving into every new fad, first know what avenues will reach your target audience. Find those that will and then move forward cautiously. Always be sure to Tailor your marketing efforts toward the peculiararities of each particular audience.

Not all of Pepsi's campaigns are a hit. In fact, Pepsi Blue was considered a remarkable flop. But this just goes to prove that in marketing, you can't get a home run every time. Not all marketing campaigns succeed, even targeted campaigns.

While no one wants a flop on their hands, most successful marketing campaigns succeed only through a variety of failures along the way. Pepsi continues to look for new flavors to add to their arsenal. Pepsi Blue didn't work, but that didn't stop them from formulating Diet Pepsi Vanilla (one of the best soda's on the face of the planet).

When marketing online the success of any individual campaign will be determined by a number of factors. Some you have control over, some you don't. And even successful campaigns will vary in degrees of success! The point is, just keep pressing on. Experiment here and there, find what works and leave out what doesn't. But whatever you do, don't stop trying. If any company could survive by playing it safe, it's Pepsi. But they don't and you shouldn't either.

Note: Wikipedia has a great list of all the past and current Pepsi flavors.

June 26, 2007

Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.

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