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Top 20 reasons
why you should advertise on the World Wide Web.
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| 1. To
Establish A Presence
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Approximately 1 billion people worldwide have
access to the World Wide Web. No matter what your business is, you can't
ignore 1 billion people. To be a part of that community and show that you are
interested in serving them, you need to be on the WWW for them. You know your
competitors will.
A lot of what passes for business is simply nothing more than
making connections with other people. Every smart business person knows, it's
not what you know, it's who you know. Passing out your business card is part of
every good meeting and every business person can tell more than one story how a
chance meeting turned into the big deal. Well, what if you could pass out your
business card to thousands, maybe millions of potential clients and partners,
saying this is what I do and if you are ever in need of my services, this is how
you can reach me. You can, 24 hours a day, inexpensively and simply, on the
WWW.
| 3. To Make
Business Information Available
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What is basic business information? Think
of a Yellow Pages ad. What are your hours? What do you do? How can someone
contact you? What methods of payment do you take? Where are you located at? Now
think of a Yellow Pages ad where you have instant communication. What is today's
special? Today's interest rate? Next week's parking lot sale information? If you
could keep your customer informed of every reason why they should do business
with you, don't you think you could do more business? You can on the
WWW.
| 4. To Serve
Your Customers
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Making business information available is one of the most
important ways to serve your customers. But if you look at serving the customer,
you'll find even more ways to use WWW technology. How about making forms
available to pre-qualify for loans, or have your staff do a search for that
classic jazz record your customer is looking for, without tying up your staff on
the phone to take down the information? Allow your customer to punch in sizes
and check it against a database that tells him what color of jacket is available
in your store? All this can be done, simply and quickly, on the WWW.
| 5. To
Heighten Public Interest
|
You won't get Newsweek magazine to write up your
local store opening, but you might get them to write up your Web Page address if
it is something new and interesting. Even if Newsweek would write about your
local store opening, you wouldn't benefit from someone in a distant city reading
about it, unless of course, they were coming to your town sometime soon. With
Web page information, anybody anywhere who can access the Web and hears about
you is a potential visitor to your Web site and a potential customer for your
information there.
| 6. To
Release Time Sensitive Materials
|
What if your materials need to be
released no earlier than midnight? The quarterly earnings statement, the grand
prize winner, the press kit for the much anticipated film, the merger news?
Well, you sent out the materials to the press with
"The-do-not-release-before-such-and-such-time" statement and hope for the best.
Now the information can be made available at midnight or any time you specify,
with all related materials such as photographs, bios, etc. released at exactly
the same time. Imagine the anticipation of "All materials will be made available
on our Web site at 12:01 AM". The scoop goes to those that wait for the
information to be posted, not the one who releases your information
early.
Many people think that this is the number 1 thing to do with the
World Wide Web, but we made it number seven to make it clear that we think you
should consider selling things on the Internet and the World Wide Web after you
have done all the things above and maybe even after doing quite a few more
things from this list. Why? Well, the answer is complex but the best way to put
it is, do you consider the telephone the best place to sell things? Probably
not. You probably consider the telephone a tool that allows you to communicate
with your customer, which in turn helps you sell things. Well, that's how we
think you should consider the WWW. The technology is different, of course, but
before people decide to become customers, they want to know about you, what you
do and what you can do for them. Which you can do easily and inexpensively on
the WWW. Then you might be able to turn them into customers.
| 8. To make
pictures, sound and film files available
|
What if your widget is great,
but people would really love it if they could see it in action? The album is
great but with no airplay, nobody knows that it sounds great? A picture is worth
a thousand words, but you don't have the space for a thousand words? The WWW
allows you to add sound, pictures and short movie files to your company's info
if that will serve your potential customers. No brochure will do
that.
| 9. To reach
a highly desirable demographic market
|
The demographic of the WWW user is
probably the highest mass-market demographic available. Usually college-educated
or being college educated, making a high salary or soon to make a high salary,
it's no wonder that Wired magazine, the magazine of choice to the Internet
community, has no problem getting Lexus and other high-end marketer's
advertising. Even with the addition of the commercial on-line community, the
demographic will remain high for many years to come.
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10. To
Answer Frequently Asked questions
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Whoever answers the phones in your
organization can tell you, their time is usually spent answering the same
questions over and over again. These are the questions customers and potential
customers want to know the answer to before they deal with you. Post them on a
WWW page and you will have removed another barrier to doing business with you
and freed up some time for that harried phone operator.
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11. To Stay
In Contact With Salespeople
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Your employees on the road may need
up-to-the-minute information that will help them make the sale or pull together
the deal. If you know what that information is, you can keep it posted in
complete privacy on the WWW. A quick local phone call can keep your staff
supplied with the most detailed information, without long distance phone bills
and tying up the staff at the home office.
| 12. To Open
International Markets
|
You may not be able to make sense of the mail,
phone and regulation systems in all your potential international markets, but
with a Web page, you can open up a dialogue with international markets as easily
as with the company across the street. As a matter-of-fact, before you go onto
the Web, you should decide how you want to handle the international business
that will come your way, because your postings are certain to bring
international opportunities your way, whether it is part of your plan or not.
Another added benefit; if your company has offices overseas, they can access the
home offices information for the price of a local phone call.
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13. To
Create a 24 Hour Service
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If you've ever remembered too late or too early
to call the opposite coast, you know the hassle. We're not all on the same
schedule. Business is worldwide but your office hours aren't. Trying to reach
Asia or Europe is even more frustrating. But Web pages serve the client,
customer and partner 24 hours a day, seven days a week. No overtime either. It
can customize information to match needs and collect important information that
will put you ahead of the competition, even before they get into the
office.
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14. To Make
Changing Information Available Quickly
|
Sometimes, information changes
before it gets off the press. Now you have a pile of expensive, worthless paper.
Electronic publishing changes with your needs. No paper, no ink, no printer's
bill. You can even attach your web page to a database which customizes the
page's output to a database you can change as many times in a day as you need.
No printed piece can match that flexibility.
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15. To
Allow Feedback From Customers
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You pass out the brochure, the catalog, the
booklet. But it doesn't work. No sales, no calls, no leads. What went wrong?
Wrong color, wrong price, wrong market? Keep testing, the marketing books say,
and you'll eventually find out what went wrong. That's great for the big boys
with deep pockets, but who is paying the bills? You are and you don't have the
time nor the money to wait for the answer. With a Web page, you can ask for
feedback and get it instantaneously with no extra cost. An instant e-mail
response can be built into Web pages and can get the answer while its fresh in
your customers mind, without the cost and lack of response of business reply
mail.
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16. To Test
Market New Services and Products
|
Tied into the reason above, we all know
the cost of rolling out a new product. Advertising, advertising, advertising, PR
and advertising. Expensive, expensive, expensive. Once you have been on the Web
and know what to expect from those who are seeing your page, they are the least
expensive market for you to reach. They will also let you know what they think
of your product faster, easier and much less expensively than any other market
you may reach. For the cost of a page or two of Web programming, you can have a
crystal ball into where to position your product or service in the marketplace.
Amazing.
Every kind of business needs the exposure that the media
can bring, as we touched on in reason #5 "To Heighten Public Interest", but what
if your business is reaching the media, as a newswire, a publicist or a public
policy group. The media is the most wired profession today, since their main
product is information and they can get it more quickly, cheaply and easily
on-line. On-line press kits are becoming more and more common, since they work
with the digital environment of more and more pressrooms. Digital images can be
put in place without the stripping and shooting of the old pressrooms and
digital text can be edited and outputted on tight deadlines. All the these can
be made available on a Web page.
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18. To
Reach The Education and Youth Market
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If your market is education,
consider that most universities already offer Internet access to their students
and most K-12's will be on the Internet within the next few years. Books,
athletic shoes, study courses, youth fashion and anything else that would want
to reach these overlapping markets needs to be on the Web. Even with the coming
of the commercial on-line services and their somewhat older populations there
will be nothing but growth in the percentage of the under 25 market that will be
on-line.
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19. To
Reach The Specialized Market
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Sell fish tanks, art reproductions, flying
lessons? You may think that the Internet is not a good place to be. Well, think
again. The Internet isn't just computer science students anymore. With the 500 million and growing users of the WWW, even the most narrowly defined interest
group will be represented in large numbers. Since the Web has several very good
search programs, your interest group will be able to find you, or your
competitors.
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20. To
Serve Your Local Market
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We've talked about the power to serve the world
with a Web page. How about your neighborhood? If you are located in San
Francisco Bay Area, the Raleigh NC area, Boston or New York, there is probably
enough local customers with Web access to make it worth your while to consider
Web marketing. A local Palo Alto, CA restaurant even takes lunch orders through
the Internet! But no matter where you are, if the big client has Web access, you
should be there too.
Resource: Net101.com
The essence of all we
offer is the recognition that the universe is a dynamic web of energy and
information. The Internet is a living, vibrant expression of this
understanding, allowing individual fields of awareness to unite across time
and space. In this process, we directly experience the expansion of our
consciousness as we connect with each other in our shared quest for greater
knowledge.
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