On other hand, phone sure rings a lot more and I'm sorry to have to announce to telemarketers several times a day that Mr. Beneteau, or "man of house", has passed on.

Is it just me, or has daily newspaper gone on a diet? Looking a little thinner these days with less display ads.

My eyes and ears don't deceive me when now several hundred TV channels pump out hour upon hour of infomercials. And radio has put its hyper-than-ever voice onto Web, electing to follow you out of your car and onto your computer.

Have you also noticed it's a 24 hour-a-day news broadcast on Internet?

The times they are a changin' one songwriter said. Question is, are you changing with times? Being aware of this giant media shift and being a part of it are two totally different things.

I've written this article mainly for those entrepreneurs whose businesses might not seem to them like a logical candidate for Internet exposure and marketing. If that is not case with you, please keep reading, as I'm sure you will get something useful from my ramblings.

Knock, knock, still with me?

There is no business as apparently "far away" from The Internet as drycleaning. Customers have to show up live and in person at your counters with their cleaning. And, it's a drycleaning business I used to own and operate so this will serve my purpose well. Although I sold my company just prior to laying of pavement of Information Super Highway, I would like to make a theoretical case study of how I would "marry" my drycleaning business and Internet if I still owned MyCleaner (fictitious name of course) today.

Ok, these were areas of advertising that worked best for me:

Newspaper (I ran a Dr. Drycleaner column once a week in our 200,000+ local newspaper plus seasonal institutional and promotional ads)

Television (1 general commercial and 1 wedding gown commercial, run seasonally on only local station at time)

Direct Mail Coupons (run seasonally, rotated in upscale neighborhoods)

Welcome Wagon Bridal Parties (we specialized in wedding gown restoration and preservation - 4 large bridal parties a year)

Local TV Guide (I ran weekly wedding gown service ads)

The reason I mention above advertising mediums will become evident soon.

Knowing what I know today, this is how I would apply Internet to MyCleaner.

GENERAL INTERNET APPLICATION

Of course MyCleaner would have a website. I would hire best webdesigner in my locale and work hands-on with this professional to design a website that I've planned out very well in advance. The designer will of course bring a lot of great ideas to party. I would create following website sections:

The History of MyCleaner (old and recent photos of buildings, delivery trucks, staff, pricelists, memorabilia etc.);

All About Drycleaning (history, evolution to modern-day techniques);

We "Green" Clean (how we protect environment - a large issue today);

Wedding Gown Restoration & Preservation (explaining process, perhaps using video streaming);

Links to all national and international trade organizations MyCleaner belongs to; Links to our local Better Business Bureau and Chamber of Commerce; Our Testimonial Page (featuring letters of praise about our services);

Online Coupon Specials and a refer-a-friend program (you will see this soon);

Employee of Month.

And, I would include advice from good old Dr. Drycleaner. But this time, I would make column into an interactive web board where customers could write in and ask, and get posted answers to, particular questions about garment care.

Knock, knock, try to keep up here, ok?

FUNDING OF MY WEBMARKETING

My intention here is NOT to increase my advertising and promotion costs one red cent. MrCleaner is simply going to transfer advertising mediums and their budgets. In my case, I would resolve this issue easily. I would reduce my newspaper advertising by 50% right away (after all, newspaper is looking kinda frail) and apply these dollars to my Internet exposure. I would also reduce coupon mailings and their costs (remember, I will be using online coupons now) and transfer these savings into erection of two billboards on high-traffic roads that promote website and online coupons. The billboards will appear "down road" only when website is working perfectly (so coupon budget becomes available instantly). These two items will fund webdesign, domain registration (mycleaner.com) and server costs. I would also print a flyer announcing MyCleaner website. All other advertising activities and budgets would remain in place (you'll see why soon).

ADVERTISING ADJUSTMENTS/ADDITIONS

Instead of producing expensive new television commercials I would just add "chirons" (text images 'pasted' over existing video) to my television commercials promoting new website. Dr. Drycleaner and online coupons would stream across screen during existing spots. Probably cost me nothing in production costs as TV station would gladly do it just to keep my business.

I will target heart of my Customer. Never their wallet.

My Customer is lifeblood of my business.

Though I may sell my Customers what they want, I will deliver what they need and make their lives better.

Courtesy and Service are cornerstones of my relationship with my Customer.

I will view complaints as opportunities . . . opportunities to create lifelong Customers.

The quality of my products and how I treat my Customers will determine level of My Success.

My prosperity will come from ‘growing’ people.

My best advertisement is my product, and, Customer service behind it.

Making money without making friends is not good business.