Transcript Marketing Your Internet Presence

UNIT 3 MARKETING ON THE WEB
Lesson 14
Marketing Your Internet Presence
Table of Contents
Topic
Page
I. Marketing
2
II. Marketing Methods
2
A. Press Conferences
2
B. Announcements
3
C. Handouts and Flyers
3
Flyer Example
4
D. Prize Give Aways
5
E. Celebrations and events
6
F. Viral Marketing
7
G. Electronic Customer List
7
Assignment 14.1
8
Assignment 14.2
9
I Marketing - the process of promoting your
business, product, or service, so that others are
aware of its existence.
Marketing an internet presence presents
different opportunities and challenges that a
“brick and mortar” business does not have.
II. Marketing Methods
A. Press conferences - a press conference
can be called by a business to announce
important news about the business. The
business would invite as many media
persons as possible that would be interested
in covering the news. A press release would
be issued to announce the press conference.
This is generally FREE advertising, but it is
important that the message would be one of
news, and not a sales promotion.
Example: Nike holds a press conference to
announce that Pat Riley will be their new
spokesperson replacing Michael Jordan.
B. Announcements in newspapers and on
TV. These announcements are made when
it would not be practical to hold a press
conference. There is no cost for this form
of marketing.
Example: The
commissioner of
baseball is pleased to
announce that Barry
Bonds has been named
the Most Valuable
Player in the National
League this year.
C. Handouts and Flyers - handouts and
flyers are advertisements that are posted
in various places or handed to people as
they attend events. The cost involved in
this would be for creation of the flyer
and printing cost.
Sample on next page.
D. Prize Give aways - giving away prizes or
free samples is a very old method of marketing
a product, A business holds a contest or simply
hands out free samples at an event in an effort
to promote their product or web site.
Depending on the giveaway, this can be an
expensive way to promote your site.
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E. Celebrations and Events - often times a
business will hold a special celebration or
sponsor an event in an effort to promote their
business. This can be a very expensive way to
promote your site.
Example: . Capital One Partners with
Florida Citrus Sports to Present Capital
One Bowl
F. Viral Marketing: This is promotion through
word of mouth and can be one of the most
effective ways to promote your business.
Hopefully, people will tell others all the good
things about your business and it keeps getting
passed along.
G. Electronic Customer List - Whenever
anyone visits your site you may be able to
track their usage through “cookies” or simply
ask them for pertinent information. From
these visits you can build a list of customers
that you can email or send promotional
materials to.
H. Backing Up Each Method - an effective
marketing campaign will tie many methods
together. For example, a flyer may announce that the
business will conduct a contest, at the contest names
and information can be gathered for a mailing list and
an announcement can be made that a press conference
will be held to introduce a new product.
Assignment 14.1
1. Write a short press release announcing that a
press conference will be held to announce this years
basketball roster for Schenectady High School.
2. Write an announcement that will be sent to the
local newspapers announcing the ScoresUp.com
male (Pat Meade) and female (Kielty Ciccone)
athletes of the year. The athletes won the award by
receiving the most votes on the ScoresUp poll.
3. Use WORD to prepare a flyer advertising
that ScoresUp.com will now carry Modified
Sports on their site.
4. Write down the details of a promotion
ScoresUp.com can have that will give away
prizes. Consider the cost of your promotion in
relation to our return.
Assignment 14.2
This is an assignment that will take approximately one
week to complete. It will require you to observe items
within the community, on TV, and on the internet.
Find a web site that you believe also engages in TV
ads, billboard ads, and newspaper ads.
Discovery.com is a good example.
MVP insurance is a good local example.
Do the following
1. Watch TV programs that reference their site. Record
the time and program where this occurs.
2. Look for billboards advertising the site. Record
where the billboards exist.
3. Look for Newspaper or magazine ads for the site.
Record where and when these are seen.
4. Find any additional places where the site is
promoted. Record these places.
5. If you hear any viral marketing, identify the source.
End of Lesson 14
Make sure you have completed
Assignment 14.1 and 14.2