Don't Build It and Hope They Come (Part 3 of 10)

Remember Bud.TV? Launched during last year's Superbowl, Budweiser spent $40M developing and marketing an online TV channel for Bud beer drinkers. According to Google Jim, Bud.TV's August unique visitor number was 60,000... not that great for a $40M ad campaign. Where did Bud go wrong? Thinking their site would be a "destination site" for Bud loyalists.

There are only a handful of destination sites on the Internet - Google, Yahoo, MSN, Facebook and MySpace - really own the "destination" market. What Jim suggested was identifying how to best to your brand, your website to these destination sites. This can be done through the use of gadgets or widgets.

As Optiem is headquartered in Cleveland, most of our staff has come down with Tribe fever. Watching our Indians battle the Red Sox for a chance at the World Series is our company's #1 past time. Smart marketing personnel in the Indians front office have leveraged this with a Facebook application, allowing Facebook users to enter their "Tribe Rally Cry" for playback.