Re[2]: Using the Net on its own terms

llevitt@idcresearch.com
Wed, 21 Dec 1994 08:33:25 -0800

> Anyway, Nick's theory is supported by my business dealings on the net.
> I've been selling shirts for several months now...oops...I've been
> OFFERING shirts on the net for several months now. I've never SOLD
> a shirt because people sell themselves on my shirts. All I
> have to do is describe the shirt and let net.people do the rest.
> My product is good, I let them see that it is, and they buy.

If you build it they will come?

That's fine when you're the only tshirt *seller* on the net, which you're
not. But when there's 500 tshirt sellers, how are you going to get out of
the clutter?

Oh, right, a favorable review by an industry analyst will always help
here. I'll email you my snail mail address and shipping instructions
separately <g>

> All I'd have to do to ruin this is post a few postings reading "BUY
> BUY BUY!!!!!" "My shirts are the COOLEST!!!!! BE COOL! BUY MY
> SHIRT!!!"

Agreed.

So what do you do?

IMHO, the net is *largely* an extension of existing marketing vehicles, not an
entirely new beast (Heresy, you say?). Well sure it's a standalone in the short
run. But for vendors' investments to pay off in the long run (you know, 18
months), the internet information delivery strategy must be bundled in to the
overall marketing strategy.

It's simply an extension of targeted marketing and message delivery, except that
it puts the burden on the user/consumer to reach out for that information. To
this end, the user is much more receptive as he or she has already prequalified
himself.

Lee

BTW, I wear a large. Thanks <g>