Marketing Strategy:

There are many times that I imagine myself in a VP of Marketing position for a company and how I would help grow the business. Occasionally, I like to write a post about it. This is one of those times.


Service Description: Naymz gives you the ability to control what people (potential employers, friends, etc.) find about you in all of the major search engines.

This service is screaming to be marketed to career-minded professionals looking to climb the corporate ladder! Here is how I would do just that.

Website Marketing:
Aside from the standard act of creating a easy-to-navigate website, which they have, Naymz could use a flash demo to give the service and website life. Most of the information anyone could want about the service is on the site, it just needs to be consolidated. A flash demo would do that nicely. To take it even a step further, there should be four flash demos. Each demo would focus on positive and real world uses of the service for different professionals/industries. For example, Naymz could have a flash demo for business professionals, real estate agents, doctors, and one for personal use.

The idea is to pique the interest of people who are concerned about their reputation, at a time when their reputation is their foremost thought. What better time than when people are looking for a new job? The obvious place to start advertising Naymz would be on employments sites such as Monster and CareerBuilder. A secondary area to target would be websites of personal branding coaches such as William Arruda’s, an online community full of professionals concerned about their reputation, is another prime advertising space.

Naymz might also consider sponsoring/publishing whitepapers on personal brand management. Naymz should also pitch its service to authors of personal brand management books in the hopes of getting mentioned in their next book. The number of books on personal brand management is increasing and with the present social networking craze and the looming Web 2.0, I can only imagine that area of authorship continuing to increase.

There you have it, my quick marketing plan for This plan is by no means complete but I do believe it serves as a good stepping-stone!

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5 Responses to “Marketing Strategy:”

  1. 1 Tom Drugan September 5, 2006 at 4:23 pm

    Hey, want a job? 😉 I’m actually the marketing guy for Naymz and love the fact you took the time to review and offer up suggestions for our business. Your thinking is definitely in-line with much of what we are doing and after reading this we started looking around the office to see if you bugged it.

    We’ve actually talked about doing a flash demo or two. Not really high on our development priority list due to resource constraints, but something we may roll out with a future version of Naymz.

    We just ran an e-mail and banner campaign with CareerBuilder. Monster, HotJobs, and the other major job search sites are definitely on our list of sites to test. We’ve approached both MySpace and LinkedIn about partnerships and advertising opportunities. In both cases they viewed us as too much of a competitor to advertise with them and weren’t interested in a partnership at this time. We’re going to keep at ‘em though.

    We were actually interviewed a few weeks back for an upcoming Web 2.0 book by Ed Yourdon. His recap of the interview can be found here on his blog. We are definitely always interested in speaking to authors and publishers about Web 2.0, Identity and Reputation Management, Search Engine Marketing, etc. We are a few weeks away of doing our big PR launch announcement, so hopefully the interview requests will pick up.

    We just very close to releasing our first white-paper called “Not Just Your Space: The College Students Guide to Managing Online Reputation”. It should be posted to our blog later this week and we will be distributing it shortly thereafter.

    Thanks for the review and feedback. Anytime you have any ideas about how to make Naymz a better product or how to better promote ourselves, we would love to hear it.


    Tom Drugan

  2. 2 Michael Morton September 6, 2006 at 5:53 pm

    Hi Tom,

    I’m glad you found my post interesting and on target! I guess that old saying is true – Great minds do think alike! Heck, I’m actually just glad you found my post (it looks like somebody keeps an eye on the blogosphere).

    One recommendation I would make (that I briefly mentioned in my post) is to target people like William Arruda. Mr. Arruda is a personal branding coach. He is apparently an avid ego-surfer and urges his students to ‘google’ themselves. Mr. Arruda also writes posts for the MarketingProfs blog – where he mentions the importance of personal branding. Needless to say, getting a personal branding expert like William Arruda to mention your service (either in a blog post, his monthly newsletter, or in his whitepaper that he is about to complete) would certainly generate plenty of leads.

    Two other websites you might want to look into advertising with: and You might run into the same problem with Collective X as you did with LinkedIn but it never hurts to try. I’m sure you have probably heard of I love their service! I would imagine an ad on that says someting to the effect of “Make sure you get that job offer. Let Naymz ensure your name can be trusted,” would grab people’s attention.

    Take care & good luck Tom! Keep in touch and let me know how things are going.


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    Hey Tom,

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    Good Luck.

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Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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