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Frustrated by all the less-than-innovative talk about how to build an Internet
presence “the right way”? Do you have a map for your Internet presence when
what you really need is a compass? Does your Internet presence need a “jump
start”? Then this in-depth, half-day workshop is for you! We will introduce
you to powerful and effective tips, tools, and techniques for planning and executing
an Internet presence.

Specifically you will learn:

• “Insider” information about some major companies’ online successes and failures,
  and lessons learned
• Unique cyberbranding strategies and tactics, applied to your individual
  needs and situation
• Brainstorming techniques and hands-on exercises that will identify new
  opportunities
• How to identify and benchmark (creatively imitate) innovative brand-building
  on the Web
• How to incorporate important ideas from strategic planning, project management,
  one-to-one marketing, frequency marketing, and customer service into your
  cyberbranding efforts

Presenters:
Stephan Spencer, President of Internet Concepts LLC and
Arlene Susmilch Mayne, Executive Producer at Terabyte Interactive Ltd.

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What’s the “killer app” of 1999? Will online communities continue to be the
rage or is it a passing fad? Is compelling content enough to keep users coming
back? These questions and more will be posed to our distinguished panel of speakers
who will help us discern substance from hype. Their differing approaches will
give us a “reality check” as we compare and contrast each panelist’s strategies
and the intended (and unintended) results.

Moderated by Stephan Spencer, President of Internet Concepts LLC

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Discussion forums in the forms of Usenet “newsgroups”, email-based “lists” and Web site “virtual communities” can be a powerful tool for branding. However,
seldom are companies really “in control” of these online forums. The tide can
quickly turn against your company: one solitary message triggering a flood of
negative comments from disgruntled users. One doesn’t have to be “on the Net”
to suffer the effects of negative branding on online communities. In one of
the most powerful demonstrations of the influence that Usenet wields over large
corporations, the “Pentium bug” P.R. fiasco stemmed from a college math professor’s
posting to several discussion groups that he discovered a calculation flaw in
Intel’s Pentium chip. Learn proactive and reactive techniques for dealing with
negative posts, how innocent company postings can backfire, participating vs.
moderating.

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Birdseye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, we’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.

We’ll discuss how we:

• aggregate content through our Worldwide Recipe Search Engine
• personalize content through our Personal Recipe Box and Personal Shopping List
• create virtual communities through our Recipe Exchange and newsgroups

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Knowing your competitors is as important as knowing your customers. And the Internet can be a powerful tool to obtain and disseminate late-breaking information about your competitor’s products, services, pricing, customers, marketing strategy, etc. Your company’s success depends on monitoring and searching your competitors’ knowledgebases, expanding your own knowledgebases on your competitors, and serving disinformation to them.

• search engine of competitors’ sites on your intranet: collect and index the entire content of all your competitors’ sites and assemble it under one search engine
• competitor profiles and news: build and maintain realtime-accessible data warehouses with information obtained from the media, research firms, your employees, and even your competitors
• monitoring of competitors’ web sites with offline browsers: find out what’s new and changed on the competitor’s site before even their own employees do
• counterintelligence on your web site: give your competitors the wrong information

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This half-day workshop details how to prepare and use an Internet marketing
plan. In essence, an Internet marketing plan is a systematic method for
the effective and efficient management of change (effectiveness means doing
the right things & efficiency means doing things right). At this workshop
you’ll also learn the first concrete steps to take when starting your plan
and how to sustain your momentum.

Specifically you will learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their
  Internet marketing presence
• How the Internet marketing plan forces identification of important ownership,
  control and team work issues
• How to select among a set of “generic” Internet strategies to help you
  accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such
  as e-mail & newsgroups, into your plan

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This half-day workshop details how to prepare and use an Internet marketing plan. In essence, an Internet marketing plan is a systematic method for the effective and efficient management of change (effectiveness means doing the right things & efficiency means doing things right). At this workshop you’ll also learn the first concrete steps to take when starting your plan and how to sustain your momentum.

Specifically you will learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their Internet marketing presence
• How the Internet marketing plan forces identification of important ownership, control and team work issues
• How to select among a set of “generic” Internet strategies to help you accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such as e-mail & newsgroups, into your plan

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This half-day workshop details how to prepare and use an Internet marketing plan. In essence, an Internet marketing plan is a systematic method for the effective and efficient management of change (effectiveness means doing the right things and efficiency means doing things right). At this workshop you’ll also learn the first concrete steps to take when starting your plan and how to sustain your momentum.

Specifically, you’ll learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their Internet marketing presence
• How the Internet marketing plan forces identification of important ownership, control and teamwork issues
• How to select among a set of “generic” Internet strategies to help you accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such as e-mail & newsgroups, into your plan

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• Tapping into your competitors
• Benchmarking web site performance
• Competitor profiles & news
• Counterintelligence on your web site

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The Internet and the World Wide Web have caught everybody’s attention. There is no question that marketing as we know it is changing into an automated, interactive, one-to-one operation. The World Wide Web is bringing this change faster than anybody expected.

On-line communication with your customers and prospects allows more direct feed-back than ever. Each phase of product development, positioning, and promotion can include the most intelligent, experienced, and expert resource on earth - your customers. They become part of your team. Imagine knowing how many people are reading your magazine ad. Imaging knowing which pages of your brochure people are looking at most. Imagine a survey that brings the answers to you at the speed of light. And this is just the beginning.

You have seen competitors get on the Web. You have heard customers asking if you have a Web presence. You may even be creating a Web site. If so, this seminar will give you the insights needed to meet your competitors head on, satisfy your customers and make the most of your efforts to stay ahead of the game.

Many companies are placing their electronic billboards on the Internet and wondering why the astonishing response tapers so quickly. Some incur the wrath of Internet citizens by ignoring Internetiquette and customs. Offering something of value to your prospects in return for their time is a vital part of on-line culture. You’ll hear examples of how this is done well, and about the penalties for those who mishandle this medium.

This seminar zeros in on using the World Wide Web for marketing. We’ve distilled the avalanche of information for you. We’ve identified which techniques work, and which clash with Internet culture. When you come away from this seminar you’ll understand how the Internet fits into your overall marketing mix. And you’ll know how to get started.

What You Will Learn

• How the World Wide Web works in non-technical terms
• How to fit in with the Internet culture
• What others are doing right and wrong
• Which Internet obstacles to ignore and which to take seriously
• How to create a solid Web marketing strategy
• How to blend the Internet into your marketing mix
• What resources are needed to build your own Web site
• How to get people to come to your Web site
• How to measure your success
• What the Web will become in the future
• The key secrets to building a rewarding Web site

Who Should Attend
Using the World Wide Web for marketing is a new endeavor. Marketing VP’s need to understand this medium to better allocate resources. Marketing managers need to learn what Web strategies and tactics work. Web builders need to appreciate the infrastructure required to support an electronic presence.

Your Seminar Leaders
Jim Sterne and Stephan Spencer

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