Mark J. Redetzke COO Second Act- sells discounted new, overstocked or refurbished HDTVs.  20% of US homes have HDTV but 90% could get the signal. 

In Feb. ‘09 analog will go away and millions of people will go shopping for a new TV!  How many will be glad to buy the least costly option?

Launched in 2004, they are just now about to start breaking even.  But in 2009…!  They started out sitting back to back (the two partners) in a dank, smelly office in  a warehouse.  But they quickly scaled up from 2004 – 2007.  They also hired and then fired an outside SEO agency, so now they do it in-house.

Oliver Lemaignen, Global Search Marketing and Janel Lancs / Intuit QuickBooks (and JumpUp). 

To protect your brand, you can report a violator to the Google police.

1. If you can sell direct, do it!  People like to but Intuit products from Intuit, not Sam’s software.

2. View Retailers, such as Best Buy and Circuit City, as partners. 

3. Regularly monitor your brand and provide multiple feedback loops.

4. Invest brand ROI into non-brands, and 

5. Increase brand awareness through non-brand marketing.

Note:  Get your brand names Trademarked!  An angry customer could bid on your keywords and get users to click through to a nasty site!

The service Omniture is recommended for your web analytics program.

End of Case study session.

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