SEARCH ENGINE, THE MARKETING, PR AND ADVERTISING BEHIND BOOGAMI

Search engine, the marketing, PR and advertising behind Boogami, the successful launch of a new search engine created by James Wildish a sixteen year old student

It is possible to throw a lot of money at the launch of a new internet site and end up with little to show for it. Costs can escalate and run away with themselves unless the accountants are keeping an eye on the bottom line. The successful launch of this search engine was going to be expensive by any standards but we had to make sure that success equalled profitability, something many new internet sites fail to achieve.

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It isn't enough to have a unique or brilliant idea to ensure success on the internet; everything, the marketing, advertising and PR all have to be in place and timed to precision. As interest in one field dies down, you have either got to have the money to continue investing or have generated enough profits to continue paying for the marketing and advertising.

PR is fantastic if you have a great story that will help sell newspapers and get people watching TV. Good PR depends not only on the initial story but being able to follow up the launch with a continued array of developments that will continue to keep the people following the story interested.

There were two markets that we were particularly keen to attack from day one; the UK and the USA. Although both English speaking, these two countries have a very different attitude to business. The UK love an underdog and we had a sixteen year old student prepared to take on the internet goliaths like Google and Yahoo. It was a pity that his name was James and his Dad's name was David and not vice versa.

The British public were going to love the idea of this talented young going into battle armed with not much more than a sling shot and an obvious approach was also to talk about Boogami being a British search engine. However, we also had to ensure that our PR people protected James as much as possible because the British public and media can be fickle and just as easily turn on a champion once he has achieved success. Our job was really to promote Boogami whilst trying to keep James in the background as much as possible.

Likewise, the American public love success. Being a self made millionaire is an achievement and successful business people are exulted in every way in the States; it is, after all the American Dream. However, James is British and not American and may be the American public would not take kindly to a young upstart from the old country coming over and trying to capture their hearts. Managing the PR was therefore going to need particularly careful handling. Luckily for all concerned, Kizzi Nkwocha, Mr Publicity, heads up our PR company and it was his responsibility to handle the public relations for Boogami whilst protecting James from unnecessary personal publicity.