| |
| |
|
Marketing Information |
|
|
|
Fair Measures Corporation
A case study in online "thinking outside the box" The Fair Measures Corporation Web site, at http://www.FairMeasures.com contains over 500 pages of free in-depth legal information and analysis, provided for both employers and employees. It includes a monthly e-newsletter, and an "Ask the Lawyers" page where visitors can post additional questions. The site attracts frequent media attention, and has been featured in "HR Magazine". A few years ago we completely restructured the site to add content for the many employees who come there looking for information. Previously, we'd been concentrating on the traditional markets for Fair Measures - human resource professionals and managers who hire Fair Measures attorneys for workplace training programs. But we realized that in doing so, we were missing out on a very different audience for their expertise - and one that really only exists in the online context. How did we know this? In two main ways: We could see that many visitors were looking for information around sexual harassment, overtime exemptions, Internet e-mail monitoring and privacy issues, and wrongful termination. Employers wanted to know how to create policies and practices that would protect them against costly lawsuits, and employees wanted to enforce their rights. So, we created a whole series of new products - instantly downloadable online guides and sample policies around these topics. They are available in Word, pdf, and html formats - at the buyer's choice, and come with a full money back guarantee. The price point - currently $10 for the guides, is intended to encourage impulse purchases. The latest of these products - "Wrongful Termination Guide" is now achieving a nearly 5% conversion rate in sales. This is far higher than the average 1-2% that is typical of most e-commerce sites (and perhaps indicative of the current economic climate!) And, with real-time traffic analysis from http://www.websidestory.com/ we are tweaking the language and length of our selling pages to see what's most effective with each audience. Our downloadable products are now generating a steady additional revenue stream, from a source that is very different from the traditional markets for this company. So, lessons learned (and still being learned) from this exercise: © 2001 Philippa Gamse. All rights reserved. Philippa Gamse, CyberSpeaker, is a Web strategy consultant and professional speaker. Check out her free tipsheet for 23 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Getting Into Marketing Momentum ... The Accelerated Way GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting Your Business into High GearDo you know the #1 reason why most businesses fail and why you could become a fatal statistic as well?The answer is .. Private Practice Marketing: A Soaking Wet Marketing Marvel Last week I took our two boys on an all guy vacation to the Nickelodeon Family Suites Hotel in Orlando. It's the only one of it's kind in the world, with two separate mini-water parks on site, with a mall in the middle. Guerilla Marketing Lesson 2: Why Do People Call Me? Before we begin, I want you to think about how many times you actually sought out an advertisement. How did you know where to look for it? Why did you choose that one? Whether you know it or not, the number of times you were exposed to the message has a huge impact on you. How to Set (and Get) the Right Prices Which product feature of yours is every buyer keen to know about? Which sales tool closes prospects instantly? Your price. Yet, despite the far-reaching consequences of a company's pricing, I'm surprised at how little time small business owners spend on it. Demographics For the Masses Information is the lifeblood of the economy. That's especially true for businesses, because the ability to identify current customers and locate new customers makes the difference between boom and bust. Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients We all work hard to attract even one paying client. In fact, we work hard to attract serious inquiries. Open Doors by Building Relationships "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get others interested in you." - Dale Carnegie -"The same could be said for increasing your professional network. Shine a Spotlight on Your Professional Service Firm As a life-long dancer, I know a bit about the importance of good preparation before performance. Before a dancer is ready for the spotlight, she has to master the basics including alignment, strength, flexibility, balance, choreography, and artistry. Make Your E-Mail Signature File WORK for You! You're probably familiar with e-mail signature (or "sig") files - they're the few lines of contact information that many of us put at the bottom of every e-mail we send. Most e-mail software programs allow you to create and use sig files - even the newer versions of AOL. How To Market Effectively Even If No One Understands What You Do So how do you effectively market your product or service when one knows anything about them because you're in a new and emerging industry? How can you expect to get customers if no one understands what it is that you do?If this is your situation then a big part of your marketing strategy will need to be educating consumers about what you do. If yours is a field that is relatively new, or perhaps misunderstood, adopting an education strategy can help consumers understand the benefits you provide and feel more comfortable with the idea of purchasing your products or services. Specialized Mailing Lists Make All the Difference If there is one thing I can't say enough it is that the most important part of your mailing campaign is your mailing list. It is vital that you put the right amount of energy into learning about lists - who to mail to - so that your mailing efforts aren't wasted. Cave Paintings, Baseball and Connecting There's no such thing as a captive audience--any of us can tune out at will. It may surprise you, then, to know that keeping people's attention in this high-tech age takes the same know-how we had in neolithic days. Set Your Business Apart With A Unique Selling Proposition Unless your company has absolutely no competition now or in the forseeable future, you're well advised to find and develop a unique selling proposition (USP) that differentiates your business from all of your competitors.For you to succeed, you have to identify and understand what you or your business does or can start doing for your prospects and customers that provides them with a result that is superior to the competition's. Top Five Tips for Marketing that Gets Results When marketing your practice, as well as designing your brochure, website, business card, flier, advertisement, or other marketing effort, I recommend investing the time and effort needed to effectively address the following:Tip #1: MARKET FOR YOUR DESIRED PROSPECTS, NOT YOURSELFWhat looks good to you is not necessarily effective for your desired audience. Do your market research and test your strategies on your target market. Digital Printing vs. Press Printing - A Comparison Guide When it comes time to print your brand identity materials, there's one overarching question for you to consider - whether to print the resulting materials on a digital printer or traditional press. There are many differences between the two processes, some of which are outlined below. Brochures that Generate Sales Leads (and How to Write Them) One rule in direct mail is that your letter sells your offer and your brochure sells what you're selling. For example, let's say you mail a classic direct mail package to generate sales leads for your enterprise software product. AIDA From A Different View - I Call It the 5 Ws My childhood was my foundation for how I write and how I think. I caught on at an early age that writing is an art and it has a very distinct way of reaching out to people depending on how you apply it. Cause-Related Marketing Altruism. Corporate responsibility. Meaning and Marketing - The Trigger In previous articles under "Meaning and Marketing", we havelearned about the verb "To Be" and that the name of God isI AM.Stephen Hawkings, the world's greatest mathematician, and authorof several books on science and the Universe, was more or less a bum during his university years in England and some yearsthereafter. Writing To Overpower Your Competition "We don't have any competition. We're a truly a one-of-a-kind company.
|
| home | site map |
| © 2006 |
