[12297] in Commercialization & Privatization of the Internet
Re: Marketing on the 'Net
daemon@ATHENA.MIT.EDU (Phil Kratzer)
Sat May 14 20:38:38 1994
Date: Fri, 13 May 1994 23:29:53 -0700 (PDT)
From: Phil Kratzer <pak@netcom.com>
To: To all the Lurkers <com-priv@psi.com>, cni-modernization@cni.org,
For the Discussion of Marketing <MARKET-L@nervm.nerdc.ufl.edu>
In-Reply-To: <199405140331.UAA12690@mail.netcom.com>
Mike,
I believe this is a multi-stepped process.
Step 1: Establish a Presence on the Internet. First, register a
domain name that can begin to create a company identity. Then start with a
Mailbot (auto mail reply) as this gives the widest Net access, add in
gopher, ftp, wais and www access. Have this done by a service bureau
such as ourselves. (Rob Raisch, The Internet Company and Electronic
Newstand fame, provides the technical support.) We provide customer
service and client contact.
Step 2: Create a desire for your target audience to retrieve
information from your site. This is accomplished through many tradition
methods of marketing except for unsolicited e-mail or inappropriate news
group posting. This is something that you or someone in your
organization can do or you can hire a company like ours. We provide text
or copywriting, marketing direction and
strategy, appropriate announcement posting, mailing list development and
support and any other assistance needed to increase the exposure, traffic
and actions steps desired from the prospect or client.
Step 3: Promote your site through all of your normal marketing efforts
particularly print media. Remember with 20-50,000,000 people on the Net
some of your prospects and customers are here. You just don't know which
ones. Help them to find you. And for those who are not yet here, tease
them to get here soon. ie. special promotions, etc.
Step 4: Create mailing lists that are focused on announcements
that your clients or prospects want to be informed about, (similar to
O'Reilly); mailing lists that focused on discussion relevant to the
problems that your products or services solve.
Over time, you will:
development many new customers certainly enough to pay for the service,
expand your business with your existing clients, and
reduce your customer service expenses by providing answers that
would have to be answered someother way.
Overall, marketing on the Internet is a no lose situation. And
there is nothing like live real time experience to learn how to make the
media work for you.
Phil
PS. for more information on our services sernd e-mail to info@bizcenter.com.
Phil Kratzer, CEO
National Response Corporation
phil@bizcenter.com
214/458-7625
"Building bridges between the global Internet and
the global business community"
We help businesses to first, establish an Internet presence and then
create an awareness of that presence on the global Internet.
copyright. National Response Corporation - 1994
On Fri, 13 May 1994, Mike Harding wrote:
> I doubt anyone could find a more sympathetic list to ask if 'Net Ads are
> OK, but here goes, anyway.
>
> I think it was said well that effective advertising, via *any* media, should
> be alright, in that it's implied that you're delivering information to a
> targeted audience that values it (hopefully along with your product or
> service).
>
> My big question, to twist this thread a bit, is HOW do we -- as marketers
> of the 90s -- get our message out via a medium like the Internet in a way
> that achieves the impact of traditional broadcast, while not shaking
> everyone's sensibilities?
>
> Maybe only a "commercial" on-line medium can deliver on this (e.g. AOL,
> CompuServe, Prodigy)? Or do we wait (and wait, and wait) for Interactive
> TV, and whatever ad paradigm takes shape therein?
>
>
> *************************************************************************
> * Mike Harding ****** *
> * Marketing * **** *
> * Grooming Products * ***** *
> * Gillette USA * **** *
> * milhomme@umbsky.cc.umb.edu ****** *
> *************************************************************************
>
