Web Marketing

Turning Content, Consumers, and Competitors into Competitive Advantage

Strategic Planning For Internet Marketing — Chicago, IL

September 23rd, 1998

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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

Using the Net for Competitive Intelligence

Strategic Planning For Internet Marketing — Chicago, IL

September 22nd, 1998

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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

How to Develop A Winning Internet Marketing Plan: A Step by Step Approach

Bell South & Inc. Magazine Sponsored Seminar — New Orleans, LA

June 11th, 1998

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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

How to Develop A Winning Internet Marketing Plan: A Step by Step Approach

Bell South & Inc. Magazine Sponsored Seminar — Miami, FL

May 14th, 1998

Workshop by

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

How To Develop A Winning Internet Marketing Plan: A Step by Step Approach

Strategic Planning For Internet Marketing — San Francisco, CA

April 25th, 1998

Workshop by

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

Using the Internet for Competitive Intelligence

Competitive Intelligence — Madison, WI

September 8th, 1997

Seminar by

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

Internet Marketing (day-long developer day)

Internet World UK — London, UK

May 20th, 1997

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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

Advanced Usenet & Email Marketing

Value-Added Marketing on the Internet — San Francisco, CA

April 29th, 1997

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An often overlooked marketing opportunity on the Internet is Usenet and email. There are over 10,000 newsgroups, each one on a distinctly different topic. In addition, there are many thousands more discussion groups conducted over email. At the most basic level, businesses need to be aware of where their company, products, services, or competitors are currently or might in the future be discussed, and how they can conduct business effectively in these discussion groups.

A company can create newsgroups, moderate them, archive them on their Web site, and write FAQs for them. Being “first to market” with such services could provide you a great deal of visibility to your target audience, and best of all, will practically “lock out” your competitors. In this non-technical, information-packed session, you will learn about:

  • Discussion groups: on email “listservs”, Usenet newsgroups, and the Web
  • Setting up a Usenet newsgroup
  • Moderated vs. unmoderated discussion groups
  • Driving traffic into your Web site with discussion group archives
  • The benefits of writing a Usenet FAQ (Frequently Asked Questions)
  • Email newsletters/announcements
  • Personal Notification Services

One-To-One Marketing to the Extreme: Personalizing Your Site To Each User

Value-Added Marketing on the Internet — San Francisco, CA

April 28th, 1997

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World Wide Web marketing is about one-to-one marketing of value-added services and information to the Internet user. One can market on the Internet most effectively by catering to the individual through customization. A number of high-profile companies on the Web are offering such “personalized” web sites, including InfoSeek (“InfoSeek Personal”), Ziff-Davis (“Personal View”), Bank of America (“Build Your Own Bank”), Amazon.com (“Personal Notification Service”), Netscape (“My Page”), and Microsoft Network (“Custom Start Page”), to name a few.

Personalizing your web site to each user gives you the opportunity to deliver a tailored message to an infinite number of target markets. Your web site can change based on the user’s buying and surfing habits, his past usage of your site, his demographics, his 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. For example, imagine a customer who is surfing an online computer catalog and purchases a pack of floppy disks. Two weeks later he returns to the site and finds that floppy disks are “On Sale” that week. What he doesn’t realize is that he is the only person receiving the sale price, based on his recent purchasing patterns.

This type of “mass customization” makes a user’s visit more efficient and productive, thus saving him time and money. It encourages customer self-service. By catering to individual needs on a personal level, you foster self-reliance and lower support costs. Personalization also makes it possible to track visitors and correlate web site usage data with customer profiles. So not only does such a strategy allow you to do targeted value-added marketing, but also the user profiles and patterns that you collect will provide invaluable data for your marketing departments!

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

  • Explore basic concepts, terms, practices, and directions
  • Examine closely a number of successful personalized web sites and analyze, in detail, the characteristics of their success
  • Illustrate exactly how these companies are creating a personalized experience for each user, thus creating satisfied
    customers and ultimately reducing costs, and most importantly…
  • Show you how to apply these techniques to your own online marketing and sales venture
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The Future of Internet Marketing

American Marketing Association - Madison Chapter Monthly Seminar — Madison, WI

April 7th, 1997

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The Internet is changing the way we do business — the way we market, sell, service, distribute, communicate, and work. Businesses are already beginning to communicate with customers, distributors, suppliers, shareholders, and employees in a way that is truly one-to-one and real-time. “Personalized” web sites are delivering tailored messages to an infinite number of target markets. These sites can change based on the user’s buying and surfing habits, past usage of the site, demographics, relationship to the company, and a multitude of other attributes which could be collected from the users online or culled from corporate legacy databases. The Internet has also become the most economical distribution system of information available. Companies can ship “bits” – weightless electrons – around the world at the speed of light, for a fraction of what it costs to ship heavy “atoms” at the speed of freight.

In just a few years the Internet will be as essential of a business tool as what the phone and FAX are today. Intranets, real-time transaction processing, and “customer self-service” are just the beginning. We are transitioning from static sites to dynamic and personalized sites, from broadcasting to narrowcasting, from information dissemination to actual commerce. But, we can also look forward to an “infoglut” of unimaginable proportions, Web sites that run into the millions of dollars to build and maintain, and massive data warehouses about consumers that are networked together across companies and continents. Imagine, personal (software) agents will surf the Web in our place, and thus Web sites of future will be designed more for our agents than for us. And privacy will be a thing of the past: web sites will know your buying patterns, your interests, your salary, your level of education, even your credit record.

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