首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
For 20 years, Trevor Rowley has worked as an optician in York. Less than five years ago, he put into motion a long-standing idea
For 20 years, Trevor Rowley has worked as an optician in York. Less than five years ago, he put into motion a long-standing idea
admin
2011-01-10
47
问题
For 20 years, Trevor Rowley has worked as an optician in York. Less than five years ago, he put into motion a long-standing idea to build a mail-order contact lens business. "It should be easy to order lenses and supplies," says Rowley. "People should not have to contend with an errand they could easily do from home." He began offering his services through a catalogue and a free phone number, and gained a good deal of notice and sales. Two years ago, Rowley began Google keyword-search advertising. The result of steady growth and persistent vision, Postoptics today claims 80% of the mail order and online contact lens business in the UK.
Rowley has been recognized as a "Future Entrepreneur of the Year" for his efforts. Even better, he has grown his business by giving excellent service. One way Postoptics achieves this is by providing customers easy access to their orders and to staff. "We like to communicate with customers any way they choose—online, on the phone, or by post," Rowley says.
Approach
Rowley was not one to rush into online advertising simply because others were. "We have invested a lot of time studying back-end systems to learn which ones provide the most data on our sales," says Rowley. He appreciated that Google is used as a tool by what he calls "Internet savvy" people "who know what they are looking for." And since Google AdWords is built upon the search queries those users made, it has proved to be a good fit for Postoptics. "The goal of online ads should not be about the amount of traffic they create," he says, "but about knowing who is buying, and the amount of each sale. When you study that over time, you know your return on investment as well as quite a bit about your customers."
Results
"Google gives us 35% of our traffic and 58% of our orders," Rowley says. And given Postoptics’ interest in scrutinizing traffic and purchase patterns, he notes that "day in, day out, month in, month out, Google consistently produces 10% or 15% higher value per order—that much more revenue per sale. It’s so cost-effective to pay per click for Google customers, because we know the quality of leads is very high."
Now that Google advertising is a key part of Postoptics’ marketing strategy, Rowley says, "We’ve pretty much abandoned offline advertising. We don’t get a good return from running in the Sunday papers. We find that working a combination of Google advertising and direct mail gives us the customer base we need and the most accurate way to calculate in advance pounds per sale. We’re quite ruthless about it."
By his own admission, Rowley is a cautious entrepreneur. He takes a leap, but only after understanding the variables and the risks. As far as Postoptics goes, he says, "Google has been very, very good—and I don’t praise things lightly."
About Google Advertising
Google AdWordsTM is the world’s largest search advertising programme, currently used by more than 100,000 businesses to gain new customers cost-effectively. AdWords uses keywords to precisely target ad delivery to web users seeking information about a particular product or service. The programme is based on cost-per-click (CPC) pricing, so advertisers only pay when an ad is clicked on. Advertisers can take advantage of an extremely broad distribution network, and choose the level of support and spending appropriate for their business.
Why was Rowley awarded the title of "Future Entrepreneur of the Year"?
选项
A、Because he recognized the commercial potential of online advertising.
B、Because he brought into effect his idea to build a mail-order business.
C、Because he has the lion’s share of the online contact lens business in the UK.
D、Because his company provides customers easy access to their orders and to staff.
答案
A
解析
转载请注明原文地址:https://www.kaotiyun.com/show/kmcO777K
本试题收录于:
NAETI中级口译笔试题库外语翻译证书(NAETI)分类
0
NAETI中级口译笔试
外语翻译证书(NAETI)
相关试题推荐
Everygrouphasaculture,howeveruncivilizeditmayseemtous.Totheprofessionalanthropologist,thereisnointrinsicsupe
Yesterdaymyauntboughtsomenew______forherflatattheseaside.
Helostallhismoney.Theonlythinghecoulddowastocallhiswifeforhelpatthismoment.
Although"namingrights"haveproliferatedinAmericanhighereducationforthepastseveraldecades,thephenomenonhasrecentl
Itwastheir______decisiontoleavetheircountry,andasaresult,theylosttheircitizenship.
St.Patrick’sDayiscelebratedonMarch17,hisreligiousfeastdayandtheanniversaryofhisdeathinthefifthcentury.Lege
中国的对外开放是“引进来”与“走出去”相结合的对外开放。中国政府在鼓励外商来华投资的同时,支持并鼓励有实力的中国企业到海外投资。在中国政府的大力推进下,近年来,中国企业实施“走出去”战略实现了较大跨越。截至2006年底,中国企业在160多个国家和地区投资设
为了成为国际一流的商业银行,今后国有商业银行必须围绕以下两个重点加快综合改革:一是进行产权制度改革,通过建立多元化股权结构,实现所有权与经营权的分离,建立起法人治理结构和现代银行制度。二是推进银行内部机制改革,强化内部管理,建立创新和激励机制,提高核心竞争
与政府存在合约关系的美国公司经常面临这样的选择,究竟购买价格昂贵的本土产品,还是价格低廉的外来产品。如果公司选择购买本土产品,可能会因为未能把价格压低而激怒纳税人。但如果购买外来产品,则可能让美国工人面临失业危机。最近,美国国会通过法律,勒令与政府签过合同
我们公司在全球市场上非常活跃,拥有超过3万名全球雇员。在五大洲都有我们的工厂、办事处和分公司,我们在全球化妆品市场上的份额也在不断攀升。这个图表显示了去年我们的销售情况,营业额达到了38亿美元。如果我们再仔细看,我们可以看到我们最大的一部分收入来自于顾客沙
随机试题
软件开发中最关键的人员是_______。
A.口服给药B.肺部吸入给药C.经皮全身给药D.静脉注射给药E.A、B和C有首过效应的是()。
关于法与人权的关系,下列哪一说法是错误的?(2014年卷一第15题,单选)
市政府决定,将牛某所在村的集体土地征收转为建设用地。因对补偿款数额不满,牛某对现场施工进行阻挠。市公安局接警后派警察到现场处理。经口头传唤和调查后,该局对牛某处以10日拘留。牛某不服处罚起诉,法院受理。下列哪一说法是正确的?(2011—卷二—46,单)
定轴轮系的传动比在数值上等于( )。
检疫员如有正当理由需撤销报检时,有权按有关规定办理撤检手续。()
在个人/家庭资产负债表中,不能使净资产值上升的是______
投资者作为委托人,必须履行的义务包括()。Ⅰ.认真阅读证券经纪商提供的《风险揭示书》和《证券交易委托代理协议》,了解从事证券投资存在的风险,按要求签署有关协议和文件,并严格遵守协议约定Ⅱ.按要求如实提供证件,填写开户书,并接受证
Readthenewsitembelowaboutacompanythatrunshealthandfitnessclubs.ChoosethebestwordtofilleachgapfromA,B,C
Amajoraspectofmanyfirms’marketingstrategiesoverthepastdecadehavebeenthedevelopmentofnewproducts.【M1】______Co
最新回复
(
0
)