http://phoenix,weddings.com
The Knot is amplifying its marketing muscle by effectively developing additional web directory entry points via its domain, Weddings.com.
The gateway pages utilize domains, formatted by city, such as Phoenix.weddings.com.
Click on a category, such as entertainment, and you can see the clever construction of the URL: http://phoenix.weddings.com/Local/phoenix-Entertainment/VendorResults.aspx/ENT
The domain mentions the market name, twice, as well as the category.
National V.P. of Local Operations, Alan Berg, told The Wedding Marketing Blog that some 160 local sites have been launched, with total of 200 to be completed by the end of 2009.
Design of these local sites is distinct, clean, and easy to navigate. The strategy is brilliant in its simplicity, bringing added value to advertisers.
Andy Ebon
The Wedding Marketing Authority
Hey Andy, thanks for the plug of our Niche wedding sites at weddings.com. We’re really excited about them and many are jumping up high in natural search very quickly. We even have brides landing directly on vendor’s profile (ad) pages on these sites from searches, which only highlights how weak most wedding vendor’s websites are on SEO. If they’re finding their ad on our site before the vendor’s own site that means those vendors need to step it up. I guess that just means more consulting work for you
hi Andy,
I have been very much enjoying your blog. This reply is 1/2 question & the rest venting. Thanks for your indulgence.
When you say the knot’s new weddings.com subdomains are “bringing added value to advertisers” does that mean an advertiser’s inclusion on that site is included with a current knot.com / weddingchannel.com online listing? Or will this replace the knot.com regional sites eventually? Seems the world doesn’t truly need any more numbers of vendor advertising websites. Nor, a higher cost for that advertising.
Either way, I see where businesses in my field who also advertise on theknot.com are appearing on the local weddings.com subdomain in my area, but somehow I am “knot” appearing there. For that matter, I NEVER, EVER, have ANY contact from my knot.com “representative” – so am not certain I may ever will find out or if for that matter she knows I am her client. (though no problem with billing though, as ±$3300 seems to find it’s way to them every year) National CS is responsive to calls – but can’t seem to offer any answers. For that, they say, I need to speak to my “rep” who, like I said, I NEVER hear from. (this is after YEARS on the knot) So figured just maybe you might have some insight as to that!
On that subject – Interestingly, (at least to me) the last time I called the National office (last week) one of the Knot.com home-office CS reps told me my local representative “doesn’t really do customer service, just sales” to which I responded “I see” – though I really don’t understand or know how to interpret the “no salesperson contact with your client” philosophy other than, respectfully submitted, sheer arrogance. Seems to me that even absent that, SOMEONE should check in with advertisers occasionally to make sure I’m getting value from my spend & help me get the most from my listing…
Cheers, john
PS: Andy, I recall some recent posts you made to be less than complimentary of the knot – is this post a virtual “olive branch” ? With respect to you both, to me it – along with Alan’s reply – reads an awful lot like some mutual “back-scratching”
John,
Addressing your post script, first.
I call them as I see them. The Knot is not a monolithic company. They do many things very well. Other aspects, I disagree with.
Alan Berg and I agree on many things. From time to time, we agree to disagree. I understand your question, but the relationship is nothing more complex than that.
==
As far as your concerns about your local ad rep, I would suggest that if you are not getting the communication you require, please be in touch with Alan Berg. He oversees all local reps, and I’m certain he would respond to you.
You raise important constructive criticisms about ‘staying in touch.’ It’s important that ad reps communicate more frequently than at renewal time. It also sounds as though you wouldn’t be as tweaked if you were completely thrilled with the results.
Again, I encourage you to email Alan for follow up.
Your comments are always welcome.
Andy
Thanks for that Andy – I will likely reach out to Alan going forward. Coincidentally, I tried the National office again today & this time DID find out the answer, which – from a VERY nice representative there – was that their niche site listing IS a value-added service, but, that I, indeed, was NOT listed (as I had previously figured out for myself) That was “because my listings did not have a zip code associated with them” & she’s “fix” it. This person could not have been nicer, and followed up by email to say I was valued as a customer (wow – that’s a step in the right direction!
But the moral of the story is: if you’re already listed on the knot.com in cityX, you may NOT be listed on cityX.weddings.com UNLESS you have your zip code in the listing) Rather than try to dissect & analyze that somewhat head-scratching concept, I’ll move on to another point here.
That being; your observation that I might “not be as tweaked if I were more thrilled with the results”. Indeed that’s true to an extent – though that implies I might feel that the Knot alone is responsible for my ad’s success. I am well aware I have much to do with it as well.
But, conversely, and this is from where much of my tweak emanates, if “my” local rep ever called or emailed me and said, “hey John, I wanted to check in with you… I look at your vendor category & the average click-through rate is so much higher than with your ads & I’m thinking we could help you do better – is the picture with the rubber chicken REALLY emblematic of your service? – You might consider a different photo – or different copy. I can point you to some ideas for pictures or copy that might work that might help you make the most of your ad” – OR – sent an email that said – “Hey John, we’re rolling out niche sites – want to make sure you know we were doing this and if there’s any changes you might want to think of them now”. That would be GREAT customer service which I’d find consistent with a PREMIUM brand like the Knot. (& the price paid) The lack of it = a lot of my problem with the “value proposition” in advertising there.
And here’s the ultimate in irony: Last week, I phoned their National office and hinted I had contemplated dropping them as I wasn’t sure of the value given the cost – and that I never heard from my rep. They told me who the rep was & that she would be in touch, AND that there was NO discounting my rates.
So TODAY I received a broadcast type email (BCC to many – not addressed to me specifically) from a Knot rep indicating “This is the perfect time to get online with The Knot & Receive 20% OFF your online profile!” Her name & number were local to me – but she is not who I was told is “my” rep.
So…. ANOTHER Knot rep offers me 20% off an online profile – yet I am told by corporate “there are no discounts” for me… AND I still hear nothing from “my” rep!
In my fantasyland – MY rep would have taken initiative & called or emailed ME & told me he/she had come up with a way to get ME the 20% off currently being offered. THAT’s how businesses keep customers. And isn’t keeping a loyal customer not worth it? – Especially versus what companies have to spend to get new ones?
You & I likely know the answer to that – but do they?
Cheers – john (a.k.a. “tweaked”)
I think what John is experiencing is a result of The Knot’s size. They have so many “advertisers” that they have lost focus of their “customers”. Who is always right by the way. This isn’t a bad problem to have, but I’ve seen a lot of this bickering about The Knot’s lack of customer service and it’s neglect for their customers. I greatly hope they fix this issue if they really want to succeed.
The directory, subdirectory, subdomain structure has always worked and always will work because it adds relevancy in the search engines eyes because it’s hard-coded into the URL. But this isn’t groundbreaking, because their competitors have been doing this long before they did. So while it is very smart, it is not their idea by any stretch of the imagination. I am all about giving credit where credit is due, but it’s not due here. They are simply copying what others have done.