Attracting Customers Via the WWW

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Attracting Customers Via the WWW

• This presentation will probably involve audience
  discussion, which will create action items. Use
  PowerPoint to keep track of these action items
  during your presentation
• In Slide Show, click on the right mouse button
• Select Meeting Minder
• Select the Action Items tab
• Type in action items as they come up
• Click OK to dismiss this box
• This will automatically create an Action Item
  slide at the end of your presentation with your
  points entered.

• Duncan Herrington
• Radford University
• Phone [phone]
• Fax [phone]
• Email dherring_at_runet.edu
• URL www.runet.edu/dherring

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Using the Internet to Help Fulfill the Mission of
the Union

• Mission (Indirect Objectives)
• Educational Experience
• Student Development
• Facilities
• Cultural Diversity
• Involvement Through Volunteerism
• The "Living Room" of the Campus

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Using the Internet to Help Fulfill the Mission of
the Union

• Strategy (Direct Objectives)
• Participation/Adoption
• Hierarchy of Effects
• Awareness -- Ability to recognize and remember
• Interest -- Increase in desire to learn more
• Evaluation -- Positive appraisal
• Trial -- First act of participation/use
• Adoption -- Repeated participation/use

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Three Areas in Which Internet Can Help Fulfill
Mission

• Program Development and Analysis
• Input and Feedback
• Communication
• Inform, Remind, Persuade
• Facilitating Participation
• Registration, Payment

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Using the Internet to Implement Strategy

• Program Development and Analysis
• Input and Feedback
• Comments - Online Comment Boxes
• Surveys - Online Survey Forms
• Example
• One-on-one discussions - Via Chat-Room or Email

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Using the Internet to Implement Strategy

• Communication
• Via Email
• Opt-in Mailing Lists
• Via WWW Site
• Designing WWW Sites

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Designing WWW Sites

• Identify/Understand Target Market
• Determine Content
• Entertainment
• MP3now
• Dilbert

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Designing WWW Sites

• Determine Content (Continued)
• Information
• News
• ESPN
• Tartan
• Program Information
• VT
• Radford
• Other WWW Sites
• School Sucks

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Designing WWW Sites

• Determine Content (Continued)
• Community
• CollegeClub.com

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Designing WWW Sites

• Determining Role of WWW in Overall Promotional
  Strategy
• Attracting Attention to the Program
• Budweiser
• Providing Detailed Program Information
• Apple
• Providing Service/Support (FAQs)
• Kodak

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Designing WWW Sites

• Determining Role of WWW in Overall Promotional
  Strategy
• Maintaining Contact/Building Relationships
• www.tide.com/neighbor
• Distributing Time Sensitive Information
• www.usair.com/travel/fares/esavers.htm

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Designing WWW Sites

• Promoting the WWW Site
• Campus WWW Site
• Searchability (example)
• Links/Banners (example )
• Campus Media (example)

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Designing WWW Sites

• Evaluating the WWW Site
• Direct Level of Participation
• Indirect
• Page Accesses
• Visitor/User Sessions
• Click-Through or Paths
• Site Analyzers
• e.g., WebTrends
• Sample Report

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Designing WWW Sites

• Evaluating the WWW Site
• Direct Level of Participation
• Indirect
• Page Accesses
• Visitor/User Sessions
• Click-Through or Paths
• Site Analyzers
• e.g., WebTrends
• Sample Report

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Designing WWW Sites

• Creating the WWW Site