Corrections or additions?

This article by Kathleen McGinn Spring was prepared for the

February 21,

2001 edition of U.S. 1 Newspaper. All rights reserved.

For Online Marketing Try an Online Seminar

A catalog company with $160 million in annual sales

has just determined that 10 to 20 percent of its business comes from

the Internet, and that up to 25 percent of its Internet customers

would not have found it any other way. Those numbers are too big to

ignore, says Faye Gregory-Yuppa, owner of Applied Success, a

Lake Hiawatha-based firm that consults to Information Technology


Gregory-Yuppa presents a seminar on how online marketing differs from

traditional marketing at the New Jersey Technology Council on


February 22, at 4 p.m. at Dendrite International in Morristown. Cost:

$40. Call 856-787-9700. Speakers are Paul Kulvanis of the


Store, Tom Scott of e-budgets, and Kelly Gates of Gates

& Company.

Asked to name companies that do not need to add online marketing to

their mix, Gregory-Yuppa hesitates. "Maybe a local machine shop

or auto shop," she says. For everyone else the question is

not whether to market on the Internet, but how to add that medium

to the marketing mix. It’s early days for Internet marketing,


says, but we have learned some things:

Manage search engine ranking. "We aim to come up in

the top 10," Gregory-Yuppa says of the strategy she recommends

to her clients. Whether a company name comes up second or 202nd when

surfers type in a search term makes all the difference, and, though

most people don’t know this, getting a name to rise to the top is

"a little science," she says. Factors that move a company

toward the top include how skillfully it uses key words in registering

with search engines and how often it issues press releases containing

those key words, Gregory-Yuppa says. Add search engine management

to an employee’s job description is her advice. Half a day a week

spent on the task will increase a company’s Internet profile.

Put on a Webinar. Effective online marketing strategies

include sponsoring E-newsletters and organizing virtual events. The

E-newsletters are effective, Gregory-Yuppa says, because they give

potential customers information they can use. Virtual events often

work well for the same reason. She knows of one company that has had

success holding "Webinars," or online seminars. Participants

who are interested enough in a subject or a product to sign up and

attend are excellent sales prospects, she says.

Act like the big guys. Gregory-Yuppa uses the Internet

to send out marketing brochures and proposals. Other companies, she

says, give virtual product demonstrations on the Internet. "They

give information on references and pricing and provide much more


information more quickly than ever before," she says. Using the

Internet to educate customers about a product means "a small


can compete with a company 20 times its size," she says.

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