A word on web marketing with real-world products
By Denis A. Baldwin

This was a time in the ad specialty world when a logo, a slogan and a phone number was all you needed to make an impression. This time wasn't that long ago, infact. The sales process dictated that if you gave a person a pen with your name and number on it, they'd use that pen and then call you when they needed your services. The dictom stated that a name and a phone number on that desk clock or other corporate gift would make it easy for that prospect to find you when they needed you.

Now consider how hard it was to maintain that over a long period of time. They call you up, you send them literature. They call you up, you send them more gifts or a press packet or a phone book-sized pamphlet of your services. Thanks to the world wide web, that is over!

The web is great for many reasons, but to those marketing your business, the main reason the web is great is because it is so content rich. It's not just a place to make new prospects and sell your goods, it's a place to act as a repository of information about your services, products, company history, press releases, contact information and anything else an existing or potential new customer might need.

Lets say you sell a widget. That widget has 50 moving parts, a manual it ships with and some instructions on how to put it together. Where does the customer go if they need parts for the widget? Who do they call if the widget doesn't work? Where do they go to order more widgets? The answer is now universally "THE INTERNET!"

Put those product manuals online. Load your website up with schematics and technical information. Offer quick and easy way to order more widgets. Both search engines and your consumers will gobble up your offerings.