Corrections or additions?
This article by Kathleen McGinn Spring was prepared for the
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
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:
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.
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.
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.
Corrections or additions?
This page is published by PrincetonInfo.com
— the web site for U.S. 1 Newspaper in Princeton, New Jersey.