1. UNIT 3 MARKETING ON THE WEB Lesson 14 Marketing Your Internet Presence Table of Contents TopicPage I. MarketingI. Marketing 2 II. Marketing Methods 2 A. Press Conferences 2A. Press Conferences B. Announcements 3B. Announcements C. Handouts and Flyers 3C. Handouts and Flyers Flyer ExampleFlyer Example 4 D. Prize Give Aways 5D. Prize Give Aways E. Celebrations and events 6E. Celebrations and events F. Viral Marketing 7F. Viral Marketing G. Electronic Customer List 7G. Electronic Customer List Assignment 14.1Assignment 14.1 8 Assignment 14.2Assignment 14.2 9

2. I Marketing - the process of promoting your business, product, or service, so that others are aware of its existence. Marketing an internet presence presents different opportunities and challenges that a “brick and mortar” business does not have. II. Marketing Methods A. Press conferences - a press conference can be called by a business to announce important news about the business. The business would invite as many media persons as possible that would be interested in covering the news. A press release would be issued to announce the press conference. This is generally FREE advertising, but it is important that the message would be one of news, and not a sales promotion. Example: Nike holds a press conference to announce that Pat Riley will be their new spokesperson replacing Michael Jordan.

3. B. Announcements in newspapers and on TV. These announcements are made when it would not be practical to hold a press conference. There is no cost for this form of marketing. Example: The commissioner of baseball is pleased to announce that Barry Bonds has been named the Most Valuable Player in the National League this year. C. Handouts and Flyers - handouts and flyers are advertisements that are posted in various places or handed to people as they attend events. The cost involved in this would be for creation of the flyer and printing cost. Sample on next page.

5. Congratulations! You've been chosen to receive any of these DVDs for FREE*: Enter your email address to begin: Important instructions on how to redeem your free* DVD will be emailed to you at this address. D. Prize Give aways - giving away prizes or free samples is a very old method of marketing a product, A business holds a contest or simply hands out free samples at an event in an effort to promote their product or web site. Depending on the giveaway, this can be an expensive way to promote your site.

6. E. Celebrations and Events - often times a business will hold a special celebration or sponsor an event in an effort to promote their business. This can be a very expensive way to promote your site. Example:. Capital One Partners with Florida Citrus Sports to Present Capital One BowlCapital One Partners with Florida Citrus Sports to Present Capital One Bowl

7. F. Viral Marketing: This is promotion through word of mouth and can be one of the most effective ways to promote your business. Hopefully, people will tell others all the good things about your business and it keeps getting passed along. G. Electronic Customer List - Whenever anyone visits your site you may be able to track their usage through “cookies” or simply ask them for pertinent information. From these visits you can build a list of customers that you can email or send promotional materials to. H. Backing Up Each Method - an effective marketing campaign will tie many methods together. For example, a flyer may announce that the business will conduct a contest, at the contest names and information can be gathered for a mailing list and an announcement can be made that a press conference will be held to introduce a new product.

8. Assignment 14.1 1. Write a short press release announcing that a press conference will be held to announce this years basketball roster for Schenectady High School. 2. Write an announcement that will be sent to the local newspapers announcing the ScoresUp.com male (Pat Meade) and female (Kielty Ciccone) athletes of the year. The athletes won the award by receiving the most votes on the ScoresUp poll. 3. Use WORD to prepare a flyer advertising that ScoresUp.com will now carry Modified Sports on their site. 4. Write down the details of a promotion ScoresUp.com can have that will give away prizes. Consider the cost of your promotion in relation to our return.

9. Assignment 14.2 This is an assignment that will take approximately one week to complete. It will require you to observe items within the community, on TV, and on the internet. Find a web site that you believe also engages in TV ads, billboard ads, and newspaper ads. Discovery.com is a good example. MVP insurance is a good local example. Do the following 1. Watch TV programs that reference their site. Record the time and program where this occurs. 2. Look for billboards advertising the site. Record where the billboards exist. 3. Look for Newspaper or magazine ads for the site. Record where and when these are seen. 4. Find any additional places where the site is promoted. Record these places. 5. If you hear any viral marketing, identify the source.

10. End of Lesson 14 Make sure you have completed Assignment 14.1 and 14.2