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Guest blogger and ASI Marketing Manager Jake Krolick dishes on the newest ASI Store addition, ESP Results Screen Advertising, or ”Pay For Placement”.
 The world is a competitive place. Everyone is trying to get a leg up on everyone else. Just think about your everyday life: At the supermarket it’s good to be in the front of the line as opposed to the back, and it seems that on check-out it becomes a race with your fellow shoppers. I was at a concert last week and had seats in the 25th row. Now, my seats were OK, but I was watching the front rows with envy of their unobstructed sight lines and better overall experience. At the airport, first-class passengers and frequent flyers get the first rows on the plane, plus expedited boarding and check-in. Being ahead of shoppers, concert goers or passengers is not a necessity, but can make your life easier and more enjoyable. However, when it comes to business, being ahead of your competition is a necessity.
ESP Pay for Placement works just like the everyday examples above. You pay for an optimal spot at a concert or on a plane just like you pay for a product position in the first six spots in a specific category on ESP. Pay for Placement puts your product at the top of the page, where distributors are more likely to see and click through into your product details. This way your product is being seen more frequently and ultimately gaining that much more business for your company. You purchase impressions in those positions, so the more time you want to stay in those top positions, the more impressions you would need to purchase. FYI: An impression is counted as the number of times your product appears on the results page, loaded in the position you paid for, when your specific product is searched.
So should you use ESP Pay for Placement? That depends on a few factors: How many products you have, the amount of money you have to spend on advertising, how fast you’d like to grow, and how often you’d like your phone to ring. If you have only one product that is highly specialized, then perhaps Pay for Placement is not for you. However, if you sell a product that places you against several other companies with the same product, then it most certainly is a great advertising solution. Pay for Placement is not free, so you will need to work within your advertising budget to see what you can afford. I would recommend that you use 20%-30% of your budget for ESP Pay for Placement. If you’re happy with the business that you currently receive and would rather not be busier, then Pay for Placement is also not for you. But, if you would like more orders, then ESP Pay for Placement is one of the best and fastest ways to make your phone ring.
Interested in learning more about Pay for Placement? Click here.
1 Comment
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Mr. Jake Krolick,
ASI “Top Positions” used to be for the paying customers that had good to great supplier ratings based on a companies performance, products and customer relations.
Since ASI has incorporated the “PAY for Placement” project my companies’ sales have declined to almost non existant and we still have a 5 star rating that now means nothing. I do not foresee my company paying for your services beyond the second quarter. ASI is trading in long time customers (10 years for my co.) for a select few (larger co.s with bigger financial wallets). I for one certainly hope it does not pay off for ASI.
Providing the large corporations with a monetary advantage and squeezing out the smaller businesses is a “business model” or “recipe” for a failing or soon to be bankrupt company. Your “Marketing Manager examples” listed above are not worth commenting on as they have no relation to this industry.