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Articles from The Business Forum Journal
Next, Anthrax On The Plane?
would be a pretty good time to re-evaluate your companyâ€™s Interactive and
Electronic Marketing Strategies; they may help save your company?
Though a frightful
thought, air travel and an already besieged airline industry do not make many
company CEOâ€™s feel very comfortable about putting their most valuable
resources on a plane. Imagine you have an important presentation to make to a
client that can make or break your company. You arrive at the airport four
hours early but find your flight is now “CANCELED” because of the
misguided action of another passenger who decided to run through the airport
security checkpoint - closing the airport for 4 hours!!!
The result, you missed your sales meeting and the sale went to your
competitor. Not the preferred result.
Itâ€™s now time to
ask yourself a few questions… Did you have to be there in person, of course
you want to be, but what if you canâ€™t? Do you have a backup plan? Have you
thought of how youâ€™re going to try to avoid this unfortunate experience in
the future? How much is this going to cost?
How much was that lost contract worth? If you have a back up plan,
environment demands a Hi-Quality sales presentation delivered through multiple
avenues including electronic delivery as well as more traditional
methodologies. Whether itâ€™s
video conferencing, satellite communications, the Internet or through
inexpensive interactive CD/DVD-ROMâ€™s technologies, there is a solution out
there that will work for your company.
technologies are poised to help carry your company forward through these
tumultuous times, and for not nearly as much as you may think.
If you just prefer flying - then by all means fly.
When youâ€™re ready to get back on the wind - just do it. To check out
the latest in aircraft safety including accident reports please visit what I
believe is the best site on the Internet for the airline industry called the
Aviation-Safety Institute (http://www.aviation-safety.net).
What Are Your Options?
I have assembled
some reminders of the various options to flying around the globe . . .
examples of associated costs and additional resources for you to explore
further. With all thatâ€™s happening these days, reassess your own alternative
sales and marketing delivery methods to see how much of a back up plan you
have in place for your company. You can utilize or combine as many as you see
fit, but try to expand your options by at least adding one additional avenue.
The old version of
absent sales presentation distribution was a VHS tape.
Today, not only can you still send VHS tapes, but more effectively, do
live videoconferencing, Internet streaming sessions, live chats, live voter
polls, and interactive Q & A sessions.
The online live videoconferencing technology has dramatically
improved in a short amount of time with some of the better examples being
and V-SPAN (http://www.vspan.com).
Production fees run $120 - $180 / hour and you can expect a few additional one
time set up fees along with various other pricing for options. It still
however requires high bandwidth connections for best results and expensive
cameras to best illustrate a meeting or product demonstration. Video
Conferencing is sleek but ultimately is only as good as what you and your
customersâ€™ equipment and capabilities are.
Oh, you want to buy the equipment…. $5,000 to start for cameras,
lights, and microphones plus Net time.
The option of doing
a streamed event or “Internet show” with a video distribution partner such
as Akami (http://www.akamai.com) or
Digital Island (http://www.digisle.net)
is also a very feasible and quite effective.
The entire event should be done on a professional sound stage with
proper lighting, high-grade cameras, wireless microphones, and a qualified
production team for best results with technical support.
Youâ€™ll have to not mind being on camera, of course, with events that
can be done both “live”
and/or “pre-recorded” -
depending on your presentersâ€™ level of confidence and your production
objectives. Production fees run
$120 - $180 / hour. They too have additional one time set up fees along
with various other pricing for options.
On demand viewing is
also available through these large widely distributed networks, which are also
becoming increasingly more stable and reliable around the globe. VOD contracts
are available on a yearly basis by each provider. Shop for a good deal. Be
aware; A live Web Cast depending on interaction, Q&A requirements,
live polling, user reporting, and other various option costs can mount
quickly. It is strongly recommended to rehearse and time your presentation
so not to take too much studio time or look foolish while youâ€™re live on the
Electronic e-mail delivery options of your marketing message via the Internet or more accurately by e-mail abound even more today than ever. More than likely, you are considering or have already incorporated e-mail marketing into your online game plan. Many companies have opted out of e-mail marketing altogether claiming these e-mails amounts to nothing more than a prettier version of SPAM and is just not working.
Lets face it, itâ€™s
easy to buy or assemble specified e-mail lists from companies such as, PostMaster Direct® (http://rentals.postmasterdirect.com)
and Naviant (http://www.naviant.com).
Just load and in one click, theyâ€™re off!
Donâ€™t forget the “opt out message” and please comply with
all SPAM laws to save yourself headaches.
harvesting has reached new heights and is environmentally friendly, but
is it really worth it? Yes, next.
The blasting of these Internet Ads however have your marketing people
believing that prospects will click on AND hopefully take some
additional action after that…. hummm. Much
depends on the target, but not everyone needs to send the same darn Ad -
i.e. “WIN A Digital Camera by registering at my site contest”. Please
people, we want more, and so does your recipient.
E-mail names run $.05 - $1.00 each depending on the specific
demographic you require. Investor
names can run much higher and have been known to go for $20+ each.
I personally think
e-mail blast Ad campaigns are not the way to go, even if they are
possible. My advice, do the
research, find out who your prospects are and seek them out on another level.
Utilize a more personal e-mail message - Keep the SPAM in the can.
delivered with product demonstrations, or software downloads via CD or DVD
-ROM seems to take the lead. Reasonable one-time production costs with
critical and newly changing data tied directly to your web site for easy
updating. Adjustments are few and
combined with inexpensive replication youâ€™ll enjoy an avenue with pre-tested
mass marketing appeal at a fraction of the cost, including delivery. Remember
and EarthLink™ (http://www.earthlink.net)?
They both employed this methodology and they did pretty well for themselves.
Concentrating your efforts on your market will cover a lot of ground very
quickly and all without the inherent problems of slower Internet connection
An important note to
think about when considering this option is the potential bundling of your
product or service with one or more participants. This shares production
and mailing costs, making it FREE for you in many cases.
For ideas about bundled software applications you need look no further
than your mailbox to find examples of how this is done and who is bundling
what with what. Vertis (http://www.vertisinc.com)
is a leader in bundled direct mail campaigns, but working with the leader will
cost you. Another interesting bundling package, the 1st LookCD bundles up to 50 participants on CD ROM providing millions in distribution for
under .02 cents / household, with full reporting and shared database
environment allows clients to have complete control of production with
unlimited options, including the latest in multimedia graphic programs and
games delivered on new products like Interactive Business Cards™, offered by 1st Look Interactive.
IBCâ€™s are CD-ROM like business cards that can carry as much information for
example as the SEARS catalog on a small pocket size business card.
Unique to the IBC™ and CD/DVD-ROM environments are
certain tracking capabilities that identify users once loaded into a computer,
transmitting information back to the company in real time.
Some of the information gained through this method includes e-mail
address gathering and traceable links. IBCâ€™s are fast becoming the standard
in the technology field and are becoming more popular every year in many other
industries. No special equipment
is needed to view the card and more than likely your current PC or Mac already
has a CD ROM reader as standard equipment.
Within the CD/DVD and IBC environment clients can enjoy multifaceted
presentations complete with Internet links and online ordering capabilities.
coupled with traditional direct mail have evolved into businesses that
can help you get your message out to a willing audience - with large market
penetration - coupled with complete accountability.
Utilizing these interactive and familiar mediums combined with the many
services of United States Postal Service (http://www.usps.com/directmail),
or Direct Mail Quotes.com (http://www.directmailquotes.com/index.cfm)
will give you a more personal and accurate approach to your sales and
marketing efforts. CD-ROM
and IBC media production start at $1,500+ with replication costs running from
just about $1.15 each or less depending on quantities. Postage not included.
Mailing Industry Task Force
For six months, the
Mailing Industry Task Force - co-chaired by Pitney Bowes (http://www.pitneybowes.com)
CEO Michael Critelli and Deputy Postmaster General John Nolan - worked to
develop recommendations for future enhancement and growth of mail and the mail
channel. The eight recommendations support three strategic imperatives: to
respond to customer needs, to make mail more competitive and to unify the
industry. The Report, the contents of the press kit announcing its release, a
sampling of its supporting research, task force members, and meeting minutes
may still be found through the USPS web site (http://www.usps.com).
Holiday 2001 Consumer Marketing Note
reports that 45% of US consumers say items that are on sale will have a strong
influence on their buying decisions this holiday season. Economic times are
rough, so 43% of consumers say they will actively pursue sales and promotions
during the 2001 holiday. Accenture surveyed 1,436 consumers planning to do
some holiday shopping online. Though 43% say they will not shop online any
more than they did in 2000, roughly 24% say they will shop more on the
As a testament to
the resilience of the consumer spirit, the top reason consumers give for
shopping online more in 2001 is not fear of terrorist acts, but rather a more
traditional reason: convenience. 63% of consumers who will shop more online in
the 2001 holiday season cite convenience as their top reason.
Whatever you choose,
examine each option from all angels pertinent to your own organization and
choose something that works for you for the long term and not just
while we sort out this terrorist nonsense.
About the Author:
Cliff Smith is a Fellow of the Business Forum Association. He is the President of 1st Look Interactive, Inc. Under his initiative, 1st Net Technologies Inc. is a member of the San Diego Chamber of Commerce and The San Diego and Imperial County Better Business Bureau. In 1997, Cliff teamed 1st Net with the San Diego Chamber of Commerce and Pacific Bell to create and develop a presentation titled the "Tour of Technology" for the San Diego Insights 1997 World Conference.
Cliff has represented 1st Net Technologies through public speaking engagements at the San Francisco Money Show where he made a presentation on investor relations marketing services for public companies on the Internet. He also conducted two investor relations marketing workshops at additional Money Shows in both San Francisco and Seattle. Mr. Smith was also a Speaker at the 1998 Regional Investment Banker's Association Conference in Washington, D.C. and in San Francisco where he presented an overview of 1st Net and the company's proprietary technologies regarding affinity- based browsers, content-based routing, email management software and IP telephony.
He appeared as a guest on “World Business Review” hosted by Casper Weinberger in June 1999 where he discussed two of the companyâ€™s proprietary technologies including the affinity based browsers and the 1st Net "Interactive Business Cards" used to efficiently and cost-effectively market any e-commerce web based business.
Cliff was the creator and conceptual designer of the company's latest marketing product called the 1st LookCD, effectively bridging the gap between the real world and the Internet, all while leveling the playing field for smaller technology companies to compete on a National level.
Previous articles by Cliff Smith:
Dawning Industry of e-Marketing Technologies
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