Hunters & Browsers
Push vs. Pull
Reach & Frequency
Awareness: This is comparable to a brochure, a yellow pages ad or store front signage. At this level, you might consider putting up a simple, low-cost web page that lets people know who you are and what you do. This format is especially useful for reaching tourists and newcomers, who are more and more turning to the Internet to locate basic services. Also in this category are classified ads that you can place on someone else's web site. Awareness is an excellent interim step but will achieve limited results.
Customer Support: At this level you provide assistance to your current and future customers. High-tech companies have made good use of this technique by providing on-line manuals, software patches and e-mail help lines, but the concept is adaptable to any business. Think of providing schedules. Late-breaking discounts and coupons. Product reviews. Suggestions of novel ways to use your products. Catalogs. E-mail answers to inquiries. Recipes or reservations for restaurants. Gift certificates. Trouble-shooting guides. Gift suggestions. Maps. Size charts. Newsletters.
Leads: Many products and services do not lend themselves to direct sales over the Internet. Houses. Cars. College educations. If your business relies upon direct selling you can use the Internet to generate leads. Tip: you will get more and better leads if you offer something in return for contact information.
Sales: Shippable products can be sold directly over the Internet. Some of the secrets of successful direct sales are:
Next Section: Relationship Marketing
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