Re: Effect of Web on demand for print

Cliff Allen (cwa@allen.com)
Fri, 30 Dec 1994 06:49:43 -0800

dkay@centerline.com writes:

> Also, will salespeople embrace the idea of pointing prospects at
> the Web server instead of sending them printed material? Or does
> this feel to them like they are losing involvement?

Our experience in helping clients use the Internet in their marketing
indicates that there should always be a "print" component to the marketing
plan.

For one client with a UNIX software product, we have found the best approach
is to answer a question in appropriate Usenet groups. Inquiries come in via
e-mail, then receive e-mail responses and printed literature via the mail.
Follow-up phone calls and e-mails result in thousands of dollars of sales each
month.

For another client, the promotion on the Internet worked well, but traditional
PR placements of stories in newspapers and computer magazines have generated
thousands of inquiries via the network.

I think we'll see increased use of PR, advertising, and brochures -- all
print pieces -- point prospects at the detailed information available on Web
sites.

Cliff

__________________________________________________________________________
Cliff Allen cliff@allen.com Marketing, Advertising,
Allen Marketing Group 919-783-9020 phone and Public Relations
Raleigh, NC 919-783-9058 fax for High-Tech Companies
http://www.trinet.com/allen.html