Develop a Promotion Plan
Identify the traditional promotional techniques you will use to promote your eBusiness.
Traditional Promotional Methods and Tools
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| Direct Mail
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- Send a postcard announcing your Web site to a list of customers, prospects and vendors.
- Send a letter to current customers encouraging them to visit your Web site - give them a discount for buying from your site.
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| Print
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- Write articles or columns about some
aspect of your business for newspapers or trade journals —include your
web presence as part of the content.
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| Media Advertising
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- Cable TV programming that reaches your desired customer demographic
- Small advertisement in community newspapers, magazine, industry newsletters, etc. including your Web site address.
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| Marketing Collateral
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- Include your Web site address and features as part of your business's current marketing brochures, product spec sheets, etc.
- Add your web address to your stationery, business cards, newsletters, etc.
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| Public Appearances/Speaking
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- Presentations and seminars that include your Web presence as part of the content.
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| Press Releases
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- Press release sent to media outlets in your target market telling about your Web site and what makes it unique.
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| Other
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Review
the list of common Internet-specific promotional techniques and
identify which ones you will use in your eBusiness promotion plan.
Internet-specific Promotional Methods and Tools
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| Search Engines
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- Register your site with search engines - directly or through www.registerit.com.
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| Links
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- Create a reciprocal link (your URL or
a button) - you get a link to another site in exchange for providing a
link from your site to their site.
- Create/participate in an associate program - get a fee
(bounty) for sending people from your site to another site where they
buy something.
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| Internet Advertising
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- Banner ads (multiple versions to
avoid staleness) on niche sites that fit your target market profile -
pay based on page impressions or "eyeballs".
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| E-mail
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- Prepare a with-permission e-mail list
of your customers, prospects and vendors and send them an e-mail that
informs them about your site.
- Ask your list if they want to receive specific information about company or products.
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| E-Press Releases
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- Send out your press releases via e-mail.
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| E-zine Articles; Trade Journals
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- Contribute content to an electronic magazine or trade journal that specializes in your target market.
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| Other
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