Obagi

One of our clients is was asked to appear on A Current Affair (ACA) talking about a product called Obagi. It is a skin care product and whilst I have more exposed skin than a lot of people, I'm still not qualified to talk about Obagi :)

Our client gets called on a lot for their professional opinion in the media. If you do a lot of PR or get asked for your comment as a professional, It is a good idea to have a think about the key phrases that will stick in people's minds about the topic & then optimise for them. In the case of our client, I have no idea what these phrases will be until I see the story. It may be Obagi, our client's brand, the name of the principal or even "new skin care product on A Current Affair".

So often I hear ads on the radio where you are meant to memorize a complex URL whilst driving. These businesses would do a lot better if they focused on getting a phrase embedded into the listeners psyche, rather than trying to get them to do difficult memory games. Then they could take out a PPC campaign, or if they had more lead time, make sure they rank organically for that phrase.