in
this issue
Ten
to Fifteen Percent of Your Sales Will Come From the Web
Without any web marketing whatsoever, 10-15% of your customers
prefer to order through the web. They don't want to talk to
anyone about anything, they just want to see the information you
may offer on the website, order, and have the product delivered.
Even if your information is a repeat of what they saw in the TV
commercial, they just prefer to order and transact business
silently on-line.
Be advised that this 10-15% figure is a guess of actual web
preference customers. This percent is based on numerous past
media projects we have managed for clients, however I am sure
this number is growing, and this figure was not based on web
marketing in conjunction with airing the TV commercial. Today,
we recommend that clients initiate an aggressive web marketing
plan along with their television commercial media plan. We do
not see the web as undermining TV sales, matter of fact we see
it as supporting and increasing TV sales.
Quick
Links...
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Dear Reader,
We are backing up a few steps in our view of media
and a direct response media roll-out to the first Phase,
or the testing of a successful spot/infomercial. I have
stated that there are "triggers" or important
points along this media highway where other areas of
distribution needs to be initiated, and the sales of
your product exploited-NOW!
The important factors you need to consider are
whatever you do, the selling of product MUST SUPPORT
your television sales, or at the very least take
advantage of your TV exposure without undermining the
volume of your TV sales. Why? Because the more you can
remain on air the more your product will sell in all
levels of distribution, and more advertising could
potentially turn your product into a brand.
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Advertising
the Website in Your Offer
Most TV direct response commercials visually display the
website address along with the 800 number to call and
order. Some commercials will not only show the web
address, but will audibly announce the web address and
invite customers to order on-line. The television
stations will not classify a commercial as direct
response (hence offer lower rates) if a commercial ONLY
has a website as the way to respond to an offer.
You must have an 800 number, make an offer, and/or
ask the viewer to call for more information to get
direct response rates. One to two out of 10 people will
go to your website and order. This is significant, and
could make the difference between being profitable in
your TV advertising or not. So we turn to the
professional designer and web marketer to help our
clients utilize this immediate tool in boosting sales,
and capturing a segment of their market as soon as the
TV commercial hits the airwaves.
About
Klondike Marketing »
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What You See is What You Get
Step number one is creating a website that reflects the
commercial, offer, and content/claims of that
commercial. People want to be reassured that what they
saw is what they saw, and is what they will get. Part of
people's drive for information and using the web plays
into this human need, and certainly something which
flickers 60 seconds in your Livingroom over the TV may
require some additional reassurance on-line.
We turn to a design firm and web marketer called Tri
Com Technologies located in Seattle, WA. Tri Com is
owned by Mr. Jerry Palmer, and it is he who guides us
through the intricacies of design and implementation to
come up with something that works, creates profit, and
highlights your company in a positive light.
Click
This Link To Play The Audio Message From Caswell Forrest
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