Elusivity in Internet Marketing

The words “elusivity” (no one else in the world either). But after doing a tradeshow this last week for one of our companies I found there are many benefits to “elusivity” in marketing, and that these could certainly be applied to Internet Marketing. And in case you’re wondering, yes I will explain the picture here…but you’ll have to read on.

The Tradeshow Experience - Learning about Elusivity

If any of you have been to a tradeshow before, you know the drill. A fancy stand-up booth lining the back of the 10′ x 10′ has exciting pictures and sometimes colors on it, usually with some buzz words and pictures of the product. The sales reps there are always standing, no chairs are even around for them to sit on. This not only saves $400 in renting chairs, but keeps the sales reps on their toes (for 4 days) so they are out in the front of the booth grabbing people’s attention with irresistible one line questions like “So what do you do?”.

Our booth was a bit different. No fancy stand-up booth, just a vinyl sign with our company name and logo, a slogan, and our domain name. We had 4 chairs and a round table, at which my partner and I sat at with our MacBook Pro’s (laptops) open. The other 2 chairs were situated for demonstrations of our software. Our booth was situated at the end of an aisle, and we lined up the vinyl banner with the aisle instead of central to our booth (in web design this would be like a “optimize your site’s search engine snippets and create elusivity in there, if it applies. You can also do it all on one page, starting the page with grabbing their interest, creating a question that they can expect to get answered. They keep reading and hopefully go on to a sales or lead conversion.

Now certainly I am not saying that elusivity is the answer to Internet Marketing, it is one form of it. It has its place with certain parts of your audience. It can make a lasting memory of your audience’s first encounter with your product or service, by taking their brain off of its usual path and onto a “see gap/fill gap” experience.

There are obviously many other ways to benefit from elusivity. E-newsletters for example, are a great way to capture readers at the top fold of the newsletter, and get them to read on or click through.

What other ways can elusivity help in Internet Marketing?

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Michael started as a web application programmer, and has since managed, developed, and co-founded several web technology companies. His applications are providing document and workflow management solutions to businesses in various industries, from small businesses to large corporations, including several Fortune 500 companies.