Lesson 8

E-PROMOTION

What is a Small Business Entrepreneur?

Entrepreneur n. a business man

or woman of positive disposition who

attempts to make profit from opportunities

by risk, initiative and guidance from

2-small-business-resource.com

SESSION OBJECTIVES

ROLE OF PROMOTION INTERNET AND PROMOTION ASSESSING WEB-SITE EFFECTIVENESS EMERGING INTERNET TRENDS

PROMOTION

PROVISION OF INFORMATION TO ASSIST CUSTOMER

WHOLE RANGE OF TECHNIQUES:

– PERSONAL SELLING– ADVERTISING– PUBLIC RELATIONS– SALES PROMOTIONS– COLLATERAL ACTIVITIES– DIRECT MARKETING– SPONSORSHIP

SALES PROMOTION IS ABOUT OFFERING TEMPORARY VALUE

NUMBER OF SITES WHERE ONE CAN ACQUIRE COUPONS

PERSONAL SELLING IS EXPENSIVE HEWLETT PACKARD USING I.T. TO

ENHANCE SALES OPERATION

DATABASE LINKING INFORMATION TO IMPROVE CUSTOMER KNOWLEDGE AND INFORMATION FLOW

REDUCED MARKETING COSTS, INCREASED SALES AND RE-DIRECTED SOME CUSTOMERS TO TELE-SALES OPERATION

STAUFFER FEELS INTERNET CHANGES ROLE OF SALES FORCE

TWO CATEGORIES ~ COMMODITIES WHERE PRICE DETERMINES AND USE INTERNET NOT SALES FORCE TO HANDLE

CATEGORY 2 REQUIRE COMPLEX INFORMATION USING INTERNET TO SUPPLY LEAVING SALES FORCE FREE TO ADVISE

BERTHON SUGGESTS INTERNET A CROSS BETWEEN PERSONAL SELLING, TRADE SHOW AND BROADCAST

LEONG FEELS MAIN FEATURE IS AS ON-LINE CATALOGUE

BETTER PHILOSOPHY OF DECIDING HOW INTERNET CAN ASSIST PURCHASE DECISION PROCESS

FIGURE 8:1 INTERNET PROCESS MODEL AND ASSESSMENT TOOLS

CHANGING FACE OF NET

BERTHON SUGGESTED:– RELATIVELY EASY TO CREATE– LOW COST– NO BARRIERS TO ENTRY

REALITY MAY HAVE APPLIED IN EARLY YEARS LARGE FIRMS NOW SPENDING FUNDS TO

DOMINATE CHANNEL FIRST EMERGENCE WAS INCLUSION OF

“BANNER ADVERTISEMENTS” ON MAJOR WEB-SITES

BANNERS CAN RAISE BRAND AWARENESS EFFECTIVENESS IMPACTED BY WILLINGNESS

OF USERS IF SEE BANNER IS IMMEDIATELY RELEVANT

FORRESTER ESTIMATES BANNER SPEND WILL RISE TO $33 BILLION IN 2004 ($10 BILLION IN 2000)

MAJOR BRANDS CREATING WEB-SITES (E.G. LEVER DOVE SOAP SITE)

P&G ALSO PROVIDING INFORMATION SITES (E.G. HEALTH GUIDANCE ON PAMPERS SITE)

MAJOR BRANDS HAVE ADVANTAGE OF RECOGNITION AND QUALITY RE-ASSURANCE

MAJOR BRANDS CAN AFFORD HEAVY OFF-LINE AND ON-LINE SPEND

BUT IF USERS PRICE ORIENTATED SITES NEED TO OFFER OTHER BENEFITS (E.G. SPECIALIST INFORMATION)

ALTERNATIVELY SITE OFFERING COMPARATIVE PRICE INFORMATION

INTERNET MEASUREMENT

ALL MEDIA REQUIRE ABILITY TO ASSESS IMPACT AND AWARENESS (SITE CENTRIC)

WEB SERVERS CAN TRACK PAGE REQUEST BUT RARELY IDENTIFY SITE VISITORS

WEB-SITES ALSO HAVE PROBLEMS MEASURING “BACK CLICKING”

USER MAY TERMINATE BEFORE DOWNLOADING OF PAGE OCCURS

SOME WEB-SITES NOW CREATING USER PANELS (METERS ON COMPUTER = USER CENTRIC)

CAN MEASURE REACH (= COVERAGE) AND FREQUENTLY BASE IS VISITED

MOST ADVERTISERS PAY FOR NUMBER OF VISITORS TO WEB-SITE (= PAGE IMPRESSIONS)

SOME ADVERTISERS WANT “CLICK THROUGH” TO THEIR SITE FROM BANNER, NOT PAGE IMPRESSIONS

INTERNET TRENDS

APPARENT BANNERS NEED FREQUENT UP-DATES

MOVE TO LINK BANNERS WITH OFF-LINE PROMOTIONAL CAMPAIGNS

AS TECHNOLOGY IMPROVES, ABILITY TO INCLUDE GRAPHICS AND INTERACTIVE CAPABILITIES

ADDING MORE DETAILED EDITORIAL TO SITES

USE OF A.I. SOFTWARE TO ANALYSE VISITOR PROFILES AND MATCH MESSAGE TO CUSTOMER GROUP

NATURE OF TRENDS CREATING PROBLEMS FOR ADVERTISING AGENCIES HAVING QUALIFIED “NET PLANNERS”

FIGURE 8:2 PROMOTIONAL PLANNING PROCESS

INTERNET CREATES NEW OPTIONS FOR PROMOTIONAL PLANNER

USE TO COVER CUSTOMER TARGETS NOT REACHED BY OFF-LINE PROMOTIONS

COMPLIMENT OFF-LINE DIRECT MAIL CAMPAIGNS

PROVIDE COVERAGE IN NEW OVERSEAS MARKETS

Reasons to join 2-small-Small-business.com

To get FREE marketing content To become an entrepreneur To get these benefits To get discounts on our services To get FREE software