Web Marketing

How To Audit Your Beauty Site For Maximum Online Effectiveness

Beauty Online 2000 — New York City, NY

July 19th, 2000

Workshop by

Are you absolutely sure that your web site is running at peak efficiency, dazzling customers, coming up high in search engines, generating an adequate ROI, and not leaving you exposed to unnecessary litigation?

Step-by-step, you’ll learn what areas to audit in your Internet presence, including: legal and procedural, public relations, financial, performance and reliability, customer service, Internet marketing task force, technical, user experience, accessibility, content, community, “findability”, e-commerce, privacy, and last but not least, security.

This interactive workshop will give you hands-on experience with:

  • Where and how to begin the evaluation process
  • What to audit and how often
  • Tools and resources to use in auditing
  • Benefits of auditing, risks of not auditing
  • Turning measurements and recommendations into an Implementation Plan
  • Applying all these tools and principles to your specific needs.

How And Why To Audit Your Web Site (post-conference workshop)

Performance Measurements for Web Business -- Turning Your Internet Site Into an e-Business Profit Center — Chicago, IL

June 30th, 1999

Workshop by

Are you absolutely sure that your Web site is running at peak efficiency, dazzling customers, coming up high in search engines, generating an adequate ROI, and not leaving you exposed to unnecessary litigation? Step-by-step, you’ll learn what areas to audit in your Internet presence, including: legal & procedural, public relations, financial, performance & reliability, customer service, Internet marketing task force, technical, user experience, accessibility, content, community, “findability”, e-commerce, privacy, security, and last but not least Y2K.

This interactive workshop will give you hands-on experience on:

  • Where and how to begin the evaluation process
  • What to audit and how often
  • Tools and resources to use in auditing
  • Benefits of auditing, risks of not auditing
  • Turning measurements and recommendations into an Implementation Plan
  • Applying all these tools and principles to your specific needs

Internet Marketing for the New Millennium

EconoPrint 1999 Seminar Series — Madison, WI

April 6th, 1999

Seminar by

Whether you have an established website or you’re just beginning to think about one, this in-depth workshop will help you meet the new millennium head-on — with objectives, strategies, tactics, and measurable results, all in hand. Do you feel confident that your website is running at peak efficiency, dazzling customers, coming up high in search engines, generating an adequate ROI, and not leaving you exposed to unnecessary litigation?

Or, if you don’t yet have a website, are you adequately prepared to develop a solid Internet marketing plan, assemble an Internet marketing task force, create a budget and timeline, and then bring the project in on time and on budget? This seminar will introduce you to powerful and effective tips, tools, and techniques for planning and executing an effective Internet presence.

Specifically, you will learn:

  • “Insider” information about other companies’ online successes,
    failures, and lessons learned
  • Unique Internet marketing 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
    marketing on the web
  • How to apply strategic planning, project management,
    one-to-one marketing, frequency marketing, and customer
    service to your online efforts
  • How to incorporate other aspects of the Internet besides
    the web, such as email and newsgroups, into your Internet
    strategy

InnSite Selected as “Best Inn Directory”

January 1st, 1999

by

Originally published in Yahoo! Internet Life

Staying at a bed-and-breakfast is just like spending the weekend at a friend’s
house — except that you can enjoy the homemade pancakes and coffee without
feeling obligated to reciprocate by springing for lunch later. Of course, you may have to endure a bit of awkward morning chitchat with total strangers, but many consider that a small price to pay for the B&B experience.

Continue reading »

How to Build & Manage Communities, Aggregate Content & Personalize

Beyond the Banner (IQPC) — San Francisco, CA

December 11th, 1998

Workshop by

There are many thousands of online communities in the forms of discussion groups conducted over email, Usenet, and the Web. At the most basic level, businesses need to be aware of where their company, products, services, or competitors are currently discussed and how they can conduct business effectively in these discussion groups. A proactive company could actually create discussion forums, influence the discussions, and leverage them to drive traffic to its site.

Online communities can be an invaluable source of fresh content for your site. After all, content is expensive to create, so why “grow your own” when you can leverage others’ content? You can also apply strategies to incorporate content from other Web sites. Don’t simply link to outside content, which drives traffic out your back door. Instead, incorporate that content into your site through a full-text, multi-site search engine. You can even take it a step further by partnering with other sites that will offer your search engine on their site with a co-branded interface.

Internet marketing is also about one-to-one marketing of value-added services and information to the Internet user. You can market most effectively on the Internet by catering to the individual through customization. Your Web site can change based on the user’s buying and surfing habits, past usage of your site, demographics, relationship to your company, and a multitude of other attributes which you could collect from your users online or cull from your corporate legacy databases.

Catering to individual needs on a personal level fosters self-reliance and lowers support costs. Personalization also makes it possible to track visitors and correlate Web site usage data with customer profiles.

This in-depth, half-day workshop is specifically designed for non-technical marketing professionals. We will discuss:

  • Discussion groups, email listservers, Usenet newsgroups, Web discussion forums, and chat rooms.
  • Ways to participate in, moderate, and influence online communities
  • Results of how several companies carved out their own niche using search engine “spiders”
  • Ways to customize your site to individual users
  • How all this can affect your bottom line

Content vs. Community

Beyond the Banner: Maximizing Revenue with Strategic Internet Partnerships, Affiliate Marketing Programs, and Co-Branding on the Internet (IQPC) — San Francisco, CA

December 10th, 1998

Panel Moderated by

What’s the “killer app” of 1999? Will online communities continue to be the rage or are they 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.

Profiling Your Customers Using the Internet

Linking Customer Databases with the Internet for Improved Customer Relations (IIR) — San Francisco, CA

October 26th, 1998

Seminar by

The Web can be a powerful tool for collecting detailed, up-to-date profile information about your customers and potential customers. There are many creative ways to tap in to various primary and secondary research sources. We’ll discuss how INX:

  • Leverages customers, customers’ sites, employees, research firms, and online knowledgebases
  • Compels users to profile themselves through online communities, personalization, and “Yellow Pages” directories
  • Expanded their profiling system into an extranet
  • Obtained, consolidated, and integrated multiple databases into their profiling system

“Work the Web” to Build Your Brand (post-conference workshop)

Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA

October 17th, 1998

Workshop by

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.

What Model is Most Effective for Your Brand Building Goals: Content Aggregator, Online Community or Corporate Site (panel)

Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA

October 16th, 1998

Seminar by

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

Managing Your Brand in Online Forums: Damage Control

Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA

October 15th, 1998

Seminar by

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.