| "Google Lady Landfill" it said... | | | | management company in the UK. Being interested in |
| A field of rubbish flashed across the TV, a smiling | | | | both SEO and Waste Management, I did a little bit of |
| face, a lady sitting on landfill... Lady landfill they called | | | | research. |
| her. | | | | A single youtube video titled "Lady Landfill: Safe Trip |
| This is a story about a marketing department which | | | | Home" sat on the top of the mound of dirt, with a |
| tried to be a little too clever, without understanding | | | | little sling shot. As a responsible parent I feel it is |
| exactly what they were doing. | | | | important to teach children a lesson when they go |
| What did you do on Sunday 19th Oct 2008? I was | | | | wrong. If you play with fire you are going to get |
| presenting at an internet marketing seminar for | | | | burnt. It's a similar concept here, if you play with |
| businesses. I was teaching people how to target | | | | something you don't fully understand, expect the |
| phrases such as "lady landfill", expand their business | | | | unexpected. |
| and to cope with this "recession" - I was instructing | | | | I've lived in a third world country for over 3 years |
| business owners on protecting their online presence. | | | | myself. I've seen the main landfill in Phnom Penh and |
| Protecting their online presence in this particular case | | | | I've seen the scavengers who make a living digging |
| would be something like protecting their positioning | | | | through that landfill. I have personally met more than |
| for phrases such as "lady landfill". | | | | one lady landfill, and maybe this was all just bad luck |
| So back to our clever little marketing departing, in | | | | for the marketing monkeys who came up with this |
| fairness they had a great little idea. In the internet | | | | campaign. I have met many a lady landfill, I work with |
| marketing industry we call it a product launch. They | | | | waste management companies, and I lecture to |
| caught my interest and they instilled in me a desire to | | | | businesses on SEO and Internet marketing. What a |
| actively look for more information. They intrigued me | | | | coincidence! |
| and they provoked an action. Specifically they told | | | | So what has been the result of this slip up? A free |
| me "if you want to know more about lady landfill, go | | | | advert on TV advertising the UK's leading internet |
| to Google and search for her!" | | | | marketing team. That's us by the way... |
| GREAT IDEA! Really, it is a good idea! The only | | | | A wise move for the advertising and marketing |
| problem is that this specific phrase hadn't been rigidly | | | | department in question would be to seek consultative |
| secured, the lady landfill castle didn't have a moat, | | | | services from people who can both advise on future |
| nor any walls, nor an army. The "lady landfill" | | | | campaigns, as well as clean up the mess they have |
| campaign was just a single little boy sitting on the top | | | | got themselves into. TV Advertising time is hellishly |
| of a mound of dirt (or maybe landfill) in his parent's | | | | expensive, and it would be a shame to have paid for |
| back yard with a sling shot... | | | | advertising one's own embarrassment. |
| When it comes to landfill, waste management and | | | | Put the words "Lady Landfill" up on your wall and |
| waste removal, this is my domain. I am working on | | | | forever remember this lesson. Lady Landfill is |
| the SEO campaign for Top Triangle, a total waste | | | | watching you! |