View Bob’s recent articles

Have you been watching the Dow Jones? Wow, talk about a wild ride; just when you think you’ve taken a bath, the bulls rush in and you’ve made a pile of cash! So, whatever your market strategy, do you feel safe placing all your dollars on a single stock? Think of it, if you hit it big with the right stock, it would be like winning the lottery!Unfortunately, the hard part is picking the right stock at the right time.

Why do I bring this up? Well, I’m going to talk about a potentially unpopular opinion about putting all your marketing attention and weight into online media (loading your budgets into one stock.) Right now everyone is caught-up with the new technologies of the Web and wireless, and everyone has to jump onboard. You’ve heard the rationale:

• “You can geo-target…”
• “You can segment your audience to a granular level…”
• “Spend your budget very efficiently”
• “Obtain metrics from first click to purchase”
• “Target by lifestyle and interest

Absolutely. Every statement here is true, and there are many more. However, generally speaking, I believe (as in anything) marketing / advertising requires yin and yang; a harmonic balance. No end-all extremes if you want to do an effective job. Let’s look at a few reasons why:

Everybody is online, all the time.

Of course, online (by that I mean Internet, wireless, mobile phone etc) use is big and it’s growing. But sometimes we pay too much attention to first-adopters (look at the iPhone) or twenty-somethings that use this technology. Sure they have disposable income, but not as much as the 40, 50 or 60-somethings who still prefer “traditional” media for a lot of their interaction.

I’ve made trips around the country recently where literally everyone I talked with (30 - 60 age group) expressed that they are still ignorant about new technology. Certainly there are exceptions to the rule, but for the most part if all you’re doing to reach that audience (read: luxury cars, vacation homes, travel, clothing and other high-ticket items etc.) is paid search, eMail blasts or viral marketing you may be missing a rather large audience.

Sure, that age demo uses the Web, but they also like to read magazines, watch cable television, and open up direct mail.

Traditional media is dying

I don’t think so. Are they having trouble? Sure, but so are current Internet companies. For one, I believe newspaper and television entities need to understand how to exist in today’s world. Why would I buy a newspaper that offers yesterday’s headlines, when I can get the most up-to-date information online? (Believe it or not, there are some people who don’t want to boot-up their PC to read the headlines at breakfast.)

So, traditional media are being forced to figure out how to co-exist in today’s turbulent media landscape. Are they doing that? Consider:

Recently the New York Times announced that it was abandoning its paid online content subscription model for one of free access. Time magazine is going to start guaranteeing printed circulation issue-by-issue. NBC announced it will begin permitting free downloads of its TV programs.

As with anything, the model is changing so rapidly its hard to understand how you need to change. The marketplace is calling the shots and for once big media is being forced to try something, anything to maintain share.

But the big bucks are still being spent in traditional media. It’s still big business. And it still works.

Depending on what you’re marketing, and who your target demo is, you can include traditional media with confidence. It supports your online efforts, and even adds a level of credibility.

They said the same thing about radio, upon the emergence of television. They said the same thing about television when cable appeared on the scene. They said the same thing about cable when satellite was launched. Yet, they all co-exist. That’s because they all have their purpose. Your media mix is like a recipe; if all you put in is flower then you’ll get a rather unappealing cake for most people.

Online is inexpensive

Sure, if you know what you’re doing.

It’s amazing to see how many of today’s businesses ad agencies just don’t get it. Good search ranking or proper paid placement may, indeed, carry a smaller media cost. However, unless you’re managing the campaign(s) yourself, there is some significant management time involved to optimize a site, create special landing pages, place tracking tags, research keywords, place pay-for-performance, monitor and adjust P4P result rankings, and track to ROI.

Now, don’t get upset! Online works. It’s part of what my company does on a daily basis. But the customers who come to us either don’t have the time to keep current on the never ending changes in the online ad world, or find the tactics too time-consuming. They “leave it to the pros.” After all, in traditional media, that’s why you have media buyers and managers.

Paying 13-cents for a keyword on GOOGLE is great. But if you include the research, prep, account(s) set-up, tracking, managing and reporting, it ain’t 13-cents anymore.

As you plan the marketing strategy for your next project or client, don’t automatically ignore complementary media. Think carefully about the intended audience. Create detailed audience profiles, and examine what their true habits are. Yes, some consumers are connected at the eyeballs to their wireless device. But they also see transit ads, or billboards. Verizon does a great job with their media mix. You can hardly go anywhere without seeing their simple message, “It’s the Network.”

For marketers, I would modify that claim just a bit to say, “It’s the Mix.”

Agree? Disagree? Have a success story? Have a question? Share it with me at: bob_chernet@viewmark.com

View a complete list of Bob’s Marketing Insights articles.

© 2007 Bob Chernet
Reproduction in any manner is unlawful, without the written permission of the author.

View Bob’s recent articles

I’m fortunate to meet a lot of small business owners who are ready to begin taking the Web “seriously.”Mind you, we’re not talking about large corporations; but rather single-store enterprises that sell retail (okay, there may be a few that have multiple locations, but you get the idea.)

First question they always pose is “how much does it cost to put up a Web site?” I really don’t like to answer because it’s like asking a general contractor “how much does it cost to put-up a building?” Before we can begin to get a handle on costs, you need to answer the following questions (these are big topics, so I’ll keep things short for now… look for expanded answers in future articles):

1. What is my purpose for being on the Web?
There are basically two reasons to have a Web site. First, is convenience for your customers or distributors. They can see your products, learn about your specials, download brochures or get more information about something, rather than having to get in the car and come down to your store. (That can be good, or bad. Sometimes personal contact is better. However, no contact is worse!)

The other reason to have a Web site is to actually conduct business. That means, selling your things online. In these days of globalization, your Web site is literally available to the world. So, if you sell the most interesting and unique “widget” ever made, someone in Ireland could be very interested in it. Why limit your sales area to your neighborhood or town? The Web is, in effect, another storefront of yours, that exists across the globe.

2. Who is my audience? Do they use the Web to shop for my products / services?
There is NO MORE IMPORTANT ANSWER than this one! Like the saying goes, “if you don’t know where you’re going, all roads will get you there.”

A Web site has to be tailored to the type and personality of your target customer. The benefits and value have to be clearly stated right up-front. The words on the page have to be written with that target customer in mind. Are they male or female? Older or younger? Technically-inclined, or a novice? Do they like warm-and-fuzzy, or “just the facts!”?
Do they normally think of going to the Web for your services? If you rent party supplies, I might check out what you offer before I come down to your showroom. If you sell furniture, I may just look for directions.

3. How much should I plan to spend for my Web site?
There are several components involved in Web sites. In brief, you should be considering:

• Building your site
  You have two routes here. You can go to virtually any Web provider and “buy” a Web site design where you simply plug-in logos, text and images for a one-time startup cost, and monthly fee. These options are great for the small business since they have dozens of pre-built templates you can choose from, and building the site requires minimal skill. The second option is for you to hire someone to design and build your site for you. In this way you get exactly what you want, but have to pay for the customized design and technical construction. Some times it’s good to start small, then engage a Web design firm to take your site “to the next level” as you grow your business.
• Hosting your site
  Every Web site has to live somewhere. Often, if you create a site with a provider (such as Earthlink or Network Solutions) they will include the hosting in your monthly charges (anywhere from $12 to $50 per month). Whatever you do, don’t try to host your site yourself. There are so many technical reasons why this is a bad idea, and space will not allow me to list them all.
• Updating your site’s content
  Successful sites live by the motto: “Content is King!” The site you create should have a simple, Web-accessible administration portal so you can change photos, text, add specials and more, at no additional cost. If you hired someone to create your site for you, chances are you’ll have to call them to make the changes. Unless you have a special deal with them, they will probably charge you an hourly rate to get things done. Negotiate! Updating your site’s content is critical to its success (see #4, below).
• Marketing your site
  Congratulations! You’ve just been awarded a new expense! With so many businesses turning to the Web, you have to do your best to have your customers find you. Depending on your business model, and existing marketing activities, you’ll have to determine the return-on-investment you can achieve by advertising your Web site. In some cases it can be only dollars a week. In others, you can do it with little or no cost. (see #6, below)

4. How often should I update it?
Well, how often do you want customers to visit? The reality is, people like to see new things and they like to see them often. That’s why blogs (you’re reading a blog now, aren’t you?) are good; they keep you coming back, and exposed to the “brand.” Put helpful tips and tricks (about your industry) on your site regularly, and keep it on a schedule. Provide resources or guides for free (they’ll have to come to you to buy the parts or supplies, right?).

The more ways, and the more often you can have people return to your site, the more top-of-mind awareness you’ll have with your customer. Sure it takes some work to come up with content, but it’s definitely worth the effort!

5. How can I sell my things on the Web?
Quite frankly, if you sell small-ticket items, you’ll probably spend more money selling than making. Selling on the Web requires a secure store that displays each of your products, prices, options (size, color, quantity), shipping, tax (if applicable) and more. Plus, you’ll need some place to host the store (many small sites use the relatively inexpensive Yahoo Store from Yahoo). They’ll help you get a merchant account (for taking credit cards) and reconciling your sales.

The other way you can approach this is to have your Web designer set-up a simple non-commerce store that allows the customer to select items, quantity, color, etc., and a place for them to fill-in a simple form (i.e. name, address, eMail address, phone number). The form, when completed and all items selected, simply generates an eMail to you. Once you receive it, you simply call the customer to confirm the order and get their credit card (or other billing) information. Whatever you do, DO NOT collect credit card numbers by this method! Use a secure storefront (like Yahoo and others) to do that safely.

6. How do I get people to come to my site?
There are too many ways to list here, but for brevity I’ll provide a short overview. The simplest and least expensive way to generate traffic is to put your Web site’s address on EVERYTHING you have; letterhead, business cards, in-store signs, newsletters, packaging, and receipts. Start with things you can control, and impact quickly.

Another good way to attract visitors is through “paid placement.” That is, bidding on keywords which people use to search for your products. Google and other search engines have a keyword search tool you can use for free, to help you determine what words will work best for you. (See my column, Focus is the Keyword to Success). Because getting successfully ranked high in search results is difficult and time-consuming, it’s best to call on an experienced SEO (Search Engine Optimization) marketing professional.

7. Measure your results
That old phrase “I know that half my advertising is working… I just don’t know which half” is very true. To know if your Web site is generating the desired (or any) results you need to ask your customers. “How did you learn about us?” “Did you see that item on our Web site?” You can also look at Web traffic statistics for your site that most Web hosting companies provide for free.

Look at your results. Make some smart changes, as necessary. Re-measure. Re-adjust. Nobody gets it right the first time. Use measurement as a tool to get better.

8. Should I use a friend who builds Web sites on weekends…
Say thanks, but find a professional. Would you go to someone who practices dentistry in his home on the weekends? There are many small agencies, or affordable full-time pro’s who prefer to work on their own. It keeps their overhead low, and you always get their full attention.

Using the Web as a business tool is a smart decision. Many small businesses succeed, even thrive once they’ve gotten the formula right for their Web site. With a relatively low cost to get started, and the many options out there for site design, you should be able to take that first step with confidence.

Agree? Disagree? Have a success story? Have a question? Share it with me at: bob_chernet@viewmark.com

View a complete list of Bob’s Marketing Insights articles.

© 2007 Bob Chernet
Reproduction in any manner is unlawful, without the written permission of the author.

View Bob’s recent articles

Have you ever come across a Web site’s home page and wondered “what in the world do these people do?”Sometimes landing on a Web site gets you to a Flash intro page (a typical user abandonment issue, and big SEO faux pas, to be addressed in another article). Other times, you arrive on a home page that is so cluttered with information and marketing words, you miss the point of what their business is.

Recently I attended a Business Marketing Association breakfast meeting where everyone was asked to put their business cards into a fishbowl. What those of us attending didn’t know was that our cards, complete with company Web addresses, were going to become part of the presentation.

As part of the “communicating your brand” talk, the speaker turned on a video projector connected to her computer. One-by-one she called-up each one of our company’s Web sites and asked the audience to take 10 seconds and shout out to her what the company’s business was.

We all froze. “We’re going to be exposed” we thought. “I hope they run out of time…”

Truth be told, there were a few sites that succeeded in sending a laser-like message to the user on their home pages.
However, the vast majority of sites were so cluttered with over-art-directed graphics and marketing “words” that you had to click into “about us” and read through the text to learn what business they were in.

It was an excellent exercise in putting ourselves in the perspective as a user. All to often we’re in such a rush to tout our abilities (often in techno-lingo-speak) that we find ourselves writing words about features, rather than those of benefit. Of course we know what we do, how come the user can’t see that!! Pity the poor user!

When it comes to “best practices” your home page should shout your trade, as well as your unique value statement. Let visitors know what it is you do. If necessary, list it out in short, simple, declarative statements. If the user has come from a referral, Web search or other means, you want them to recognize and confirm in the first 10 seconds (or less) that they’ve landed in the right spot. What they don’t want is wasting precious time searching your page in the hope they might find a morsel or clue of what you do or offer.

Forget the mystery navigation, Flash intros and self-serving home pages that talk more about your company than the customer’s need. Address the visitor’s “pain points” and be sure to clearly communicate what industry you serve Healthcare? High-tech? Hospitality? (”Serving everyone” doesn’t cut it unless you’re Amazon.com) Be sure to include text that explains quickly and simply why you do it better than anyone else.

My rule-of-thumb likens home pages to billboards next to a freeway. You have only seconds to communicate your message and value statement. Don’t miss an opportunity to attract and retain a new customer because you’re site is too busy looking “big” or trying to win design awards.

Agree? Disagree? Have a success story? Have a question? Share it with me at: bob_chernet@viewmark.com

View a complete list of Bob’s Marketing Insights articles.

© 2007 Bob Chernet
Reproduction in any manner is unlawful, without the written permission of the author.