Link Building Blog Entry

A Lesson in Not-So-Targeted Marketing

Sometimes you hear an idea that just makes you slap your forward and scream, "Brilliant!"

That's how I would describe my reaction when learning about the little known marketing success that ING has achieved by sponsoring marathons, and other various road racing events, nationwide.

While unable to share specific figures and details due to close association with a current project, I can say that the massive return realized by sponsoring the New York, Miami and Georgia Marathons far exceeded the company's expenditure.

Who'd a thunk it? At first glance it's hardly a natural association. The X Games sponsored by Mountain Dew is a no-brainer. Internet trade shows sponsored by technology companies is a no-brainer. But, road running events sponsored by a bank? It's not absurd ...but it's not front-of-mind either.

However, when one digs deep enough into the concept, it actually makes a lot of sense. How many broke road runners do you know? As a runner myself, I train and race with doctors, lawyers, real estate agents, teachers, dotcomers and on and on.

Point is, it's difficult to finger any other sport that has as loyal a following with the same sheer number of participants and demographic characteristics.

Ok, great, so how does this apply to Internet Marketing?
Next time your participating in the fine art of link building, perhaps digging a little deeper to find potential audiences will give you that necessary edge over your competitors and result in some very unique, relevant and beneficial traffic. Isn't that the name of the link-building game?