Trade Show Marketing

Marketing on the Internet...
Confusing Yet Profitable

I'm sure that all of you are experts on computers, fax machines, networks, ISDN lines and, of course, the Internet.

I have a confession to make... I'm not an expert in any of the above. However, I've decided that I need to know a bit more than I do about the Internet. I keep getting calls from Internet "providers" who want to help me build my business by marketing on the Internet. These folks can get me presence all over the world. (No thanks, I'm not looking for clients in Bosnia and Cuba just now.) All I have to do is give them my money and information relating to my company and they will do the rest.

What a deal!

I'm told I will get thousands of "hits" from the Internet... so what! (I bruise easily.) What's with this Internet and marketing anyway?

For those of you who are in the same boat with me, there is hope. After many phone calls, a few network meetings (where they speak a foreign language) and a couple of trade shows, I think I have a basic understanding of this Internet business.

Quite simply, the Internet is people and information connected electronically... computers connected to computers connected to computers... and on and on. There is structure to the system. The big communications giants like Ameritech, Bell, Sprint and others provide communications links to smaller firms that are called National Service Providers and they in turn provide links to smaller firms known as Regional Service Providers and they in turn provide links so that you and I can market our products and services to the world via the Internet.

So far so good...

Now the hard part. How do you know which of the Regional Service Providers has the right link for your business? Many of them are aimed at a specific audience like educators, researchers, civil engineers, etc. Some are industry specific. Many industry groups have their own network. Some providers claim they reach everyone.

There are some publications available to guide you through the maze. One in particular is The Whole Internet Users Guide and Catalog by Ed Krol. You might also try the Internet World magazine. I'm sure there are others.

There also are firms that conduct training classes for those wanting to understand the Internet. They will no doubt be listed in the phone book. Many Chambers of Commerce offer Internet access to their members as well as the training needed to access the service.

Back to marketing... There are many firms that will offer you access to the Internet. Many are Internet marketing consultants who will, for a fee, direct you to links and services you will need. This is strictly a buyer beware situation. These firms have sprung up like dandelions in the spring and some don't last much longer.

One good source I've found is the newly-formed Internet Council located in Ann Arbor. This is a group of professionals that have been around for some time and add an element of stability to this growth industry. You may contact them by calling Jeff Stuit at 313-747-0048 (UM Office of Technology Transfer).

Now, if after doing all the homework and separating the wheat from the chaff, you still want to market on the Internet, you will find a whole new world of prospects open before you. You may discover new services to offer as a result of contact with people you might not reach through more traditional channels.

I have had some limited experience with the Internet. I have developed some contacts that have led me to redirect some of my marketing efforts. I have been pleased.

Although it may seem confusing at first, the Internet is like hot water in the bathtub... the longer you're in it, the more comfortable it becomes.