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Lesson 8

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.

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Lesson 8

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  1. Lesson 8 E-PROMOTION

  2. 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

  3. SESSION OBJECTIVES • ROLE OF PROMOTION • INTERNET AND PROMOTION • ASSESSING WEB-SITE EFFECTIVENESS • EMERGING INTERNET TRENDS

  4. PROMOTION • PROVISION OF INFORMATION TO ASSIST CUSTOMER • WHOLE RANGE OF TECHNIQUES: • PERSONAL SELLING • ADVERTISING • PUBLIC RELATIONS • SALES PROMOTIONS • COLLATERAL ACTIVITIES • DIRECT MARKETING • SPONSORSHIP

  5. 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

  6. 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

  7. 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

  8. FIGURE 8:1 INTERNET PROCESS MODEL AND ASSESSMENT TOOLS

  9. 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

  10. 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)

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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”

  16. FIGURE 8:2 PROMOTIONAL PLANNING PROCESS

  17. 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

  18. 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

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