Benchmarks for a Winning Web Business

Written by Rob Spiegel


Continued from page 1

"Today's online consumers are more technologically savvy, more impatient and most importantly, want to spend more of their shopping dollars online than they ever have before," says Michael Silverstein, senior vice president and global leader of BCG's Consumer Practice group. "Unfortunately, online retailers haven't kept pace. Consumer enthusiasm forrepparttar online channel is growing faster than online retailers' capabilities. Elusive profits will occur whenrepparttar 106768 online retailers getrepparttar 106769 profit equasion right."

The BCG report finds that some categories are doing a better job of satisfying customers than others. The books and health-and-beauty categories stand out asrepparttar 106770 best performers, with customers saying they are satisfied with their experiences 31 percent ofrepparttar 106771 time. The leisure travel and computer hardware categories haverepparttar 106772 lowest numbers with only 20 percent experiencing satisfaction with their shopping. These last two categories, are big-ticket purchases. Consumers naturally have higher service expectations when buying a $400 plane ticket or a $1500 laptop than they do when they purchase a $15 book. Yetrepparttar 106773 service at a book site is often better thanrepparttar 106774 service at a travel site.

Web sites need to addressrepparttar 106775 five critical benchmarks simultaneously to be successful. The report finds that a piecemeal approach will not bring positive results torepparttar 106776 bottom line. All of these benchmarks are tied intrinsically torepparttar 106777 buying experience. "Online retailers need to tailor their offerings forrepparttar 106778 high-value customer segment and cement loyal relationships by delivering a flawless consumer experience," says Stanger.



Rob Spiegel is the author of Net Strategy (Dearborn) and The Shoestring Entrepreneur's Guide to the Best Home-Based Businesses (St. Martin's Press). You can reach Rob at spiegelrob@aol.com.


I can't afford a publicity/public relations campaign . can I?

Written by Todd Brabender


Continued from page 1

Compare those prices to many small PR shops or individual PR specialists. Many have started their own PR businesses after years of experience inrepparttar industry and typically charge $50 - $100 per hour to professionally launch and maintain your campaign. Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper thanrepparttar 106767 "Intern/Junior" executive rate at a downtown firm.

However, one word of advice -- when choosing a smaller firm or individual to do your PR, make sure they haverepparttar 106768 same tools thatrepparttar 106769 bigger agencies do: updated media lists/contacts; personalized media distribution capabilities; professional clipping racking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well asrepparttar 106770 intangibles of expert communication/media relations skills and professional pitching prowess. If they are cheaper, but don't have allrepparttar 106771 tools to help you inrepparttar 106772 best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.

The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:

· Proper Campaign Implementation - Improperly composed or poorly pitched campaigns arerepparttar 106773 major downfall of many PR efforts. Poorly written, over-commercialized media releases; uncalculated, misdirected mass e-mailing ofrepparttar 106774 release pitch; no follow-up media relations/media request fulfillment; etc.. Your first impression torepparttar 106775 media is a lasting one - make sure it's a good one. · Media Contacts - Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot inrepparttar 106776 door benefit you. · Efficiency and Effectiveness - PR specialists/agencies generate publicity full time, 8-12 hours per day and knowrepparttar 106777 ins and outs, shortcuts and secrets to gettingrepparttar 106778 job done better and quicker. Sure you could hang your own drywall or do your own plumbing, but do you haverepparttar 106779 tools,repparttar 106780 time andrepparttar 106781 expertise to make it cost effective. I always tell my clients, "You do what you do well, I'll do what I do well and we'll collectively move this business further uprepparttar 106782 ladder."

One caveat when it comes to choosing a professional PR agency or individual to work with - signing up for a higher priced campaign doesn't necessarily mean you will get better results than a cheaper campaign. Andrepparttar 106783 inverse is true as well. Overrepparttar 106784 past year or so, many "low-cost PR/publicity services" have begun to pop up all overrepparttar 106785 Internet. Ones that promise to write and launch a press release for as low as $99. They are low in cost - because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.

If you haverepparttar 106786 time, tools and talent to launch and maintain your own campaign, you should definitely do so. If not - there are a number of public relations/publicity firms, specialists and services out there. Research to findrepparttar 106787 one whose services and fees match your business plan. Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign -- many find that they can't afford NOT to have one.

Todd Brabender is the President of Spread The News Public Relations, Inc.. His business specializes in generating media exposure and publicity for innovative products, businesses, websites and inventions. (785) 842-8909 todd@spreadthenewspr.com http://www.spreadthenewspr.com


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