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To: mktseg@mail.telmar.com
Subject: Services Marketing
On Fri Jan 5 17:16:40 1996 jteeple@times.net (Jim Teeple) wrote:
...
JM>I am the marketing director for an Internet based network for Consulting
JM>Engineers , Architects, and Contractors. The network serves to harness the
...
JM>The majority of objections received to our proffer is that the internet has
JM>"just not arrived" as a viable business tool yet. So it seems most are just
JM>waiting to see how things shakeout.
JM>I guess my question then "Is this common to all new or high tech offerings
JM>or just the Internet? Is there a way to get around this?
...
JM>P.S.
JM> I am trusting that all receipients of this posting do believe that
the JM>internet is a viable business tool!
Jim,
IMO, the Internet is a strong possibility as a business tool
and a marketing media. However, Companies are still evaluating the
possibilities of the media in terms of returns vs the insvestments in
cash and time to initiate business which, as you'll probably agree, are
a little fuzzy at this time.
Some companies have already started to wet their feet, but are yet
uncomfortable about the results of their actions. A query at the
homepage www.Altavista.digital.com, can show that a few "big ones"are
planting the seeds to a future that no one really knows the potential,
but many "sniff" the possible opportunities.
In her very good article "The New Gold Rush", in the November
edition of Management Review, Ms Catherine Romano, of the American
Mgmt Association, says: Quote What's usually missing in a discussion
about marketing on the Internet is old-fashioned selling. ... The
emphasis is on creating a relationship with the individual, not selling
en masse unquote
IMO, selling through the Internet is a difficult and maybe
confusing (but possible) task, because of the NSFNET Acceptable Use
Policy itself, which states very clearly that "The purpose of NSFNET
is to support research and education in and among academic
institutions..." and states in par. 7 that:
"Use for commercial activities by for-profit institutions is
generally NOT ACCEPTABLE (my highlight) unless it can be justified
under (4)
Par 4: If a use is consistent with the purposes of NSFNET ,
then activities in direct support of that use will be consistent with
the purposes of NSFNET...
In other words, for-profit institutions are allowed to use the
net, IF their use is consistent with NSFNET's purpose, which is to
provide information and education to the users of the NET.
What companies will have to do, then, to comply with these
rules is to provide information about their products and services, and
communicate that to the public in a way that captures their interest
and creates a positive reaction, as well as a wish to act to go
ahead and find additional information about the company's offerings.
This will result in what Ms. Romano defined as the "Triangle of
Success" marketing strategy, namely: a) Inform, b) Communicate and
c) Entertain.
The better companies become in attracting the prospects
interest - without intruding as in commercial advertising - through
professionally designed homepages, carefully prepared Marketing
appeals, and most of all offering value-added information and
additional benefits, the more they will be successful in selling
through the NET. (Good and professional Homepage designers that show
knowledge of the marketing side as well as of the technical side of
Homepage creation may become very well paid professionals) (Smile)
But still, companies' marketeers will have to cross their
fingers, and hope that those thousands bypassers visiting the Net are
interested enough by the provided information to "come in" and become
customers.
Two recent postings to this group exemplify very well what I'm
trying to communicate. The first was an unsolicited (junk) mail to
the group, which immediately attracted angry replies and, IMO, is the
quickest way to have your company name very well known and at the same
time very much hated. The second was a simple and "nice" invitation to
visit a company's homepage, where we'll get some interesting
information about a certain market. See my point?
By the way, guys, I appreciate any suggestion - to my
personal address, pls! - to improve the marketing appeal of my sig
below. (Laaaaaarge smile - See my point, again?)
Best Regards
Jamie
--
Jaime Nassi - Rio de Janeiro, Brazil
Import, Export & Marketing Consultant
E-mail: jnassi@ax.ibase.org.br
Jaime.Nassi@Online.com.br
Fax: (55 21) 271-1675
---
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