Contextually Speaking

Your Judaica shop is having a half off sale on the 3 foot silver Menorah with the golden cups. Regularly $8,000 now only $4,000.

Reuven is sitting on his couch browsing the Jewish Press. On page Z23 is the full page ad you submitted. Zalman, Reven’s neighbor, is at this very moment studying the Menorah display in your shop. The three foot Menorah is standing in the center of the display with a huge ” 1/2 Price ” sale tag attached.

Who is more likely to end up the obscene purchase? Yeah, your new best friend Zalman.

That’s what contextual marketing is about. It’s much easier to sell to someone in the store than to try to drag in a sale off the streets. You can paper the streets with signs promoting your sale. You can put a full page ad in every newspaper in the United States but better and more important than any of that is being there when the customer is actively looking for you.

Make sure your ad appears on a blog talking that’s talking about high-end Chanukah presents. Make sure your ad appears any time it’s relevant because the last thing you want is to lose a customer for the 3 foot silver Menorah with golden cups.