Webcasting and Rich Media 381

The Technology Changes Too Often
Webcasting is a relatively new medium. Of course, new standards are
being introduced every few months. The key here is to watch what technologies
the major Internet sites are using. If you see some of the major
players in the Internet starting to use a particular Webcasting technology,
you should investigate it. Generally, the learning curve for new technologies
is not very steep because they are based on previous technologies.
Uses of Webcasting
Despite the existence of a few barriers to using Webcasting as a promotional
vehicle, you should investigate it if you think your target market
is ready for it. Some important uses of providing rich media content to
the general public include:
• Live continuous broadcasts of radio stations and networks
• Broadcasts of cable networks and television stations
• Coverage of sporting events (both streaming and nonstreaming
footage)
• Live music including concerts and club performances (both
streaming and nonstreaming footage)
• On demand shows, corporate events, CDs, audiobooks, video
titles, and so on.
As bandwidth increases and more people have access to higher-end
technology, Webcasting will become a regular part of our lives and be
more accepted as an advertising medium. The transition to Webcasting
has already begun, as is evidenced by the large number of prominent
players already entrenched in the field.
Today we are seeing that many major corporations are providing
live Webcasts of their corporate annual meetings. This is a great idea for
a number of reasons. If there are company shareholders who are unable
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382 101 Ways To Promote Your Web Site
to attend the annual meeting in person, they are able to observe the
meeting remotely via the Internet and Webcasting. Similarly, potential
investors can view your annual meeting on-line and gain valuable insight
into your organization, which might result in the individuals making
an investment in your organization. If potential investors or
shareholders miss the live Webcast of the annual meeting, they can visit
your site and download the event to watch at their convenience. This is
just one example of how Webcasting can add value to your Web site,
and ultimately your organization.
Many travel and tourism sites are providing virtual tours of their
locations. A picture is worth a thousand words, and this is certainly the
case when it comes to marketing hotels, bed and breakfasts, resorts,
golf courses, theme parks, attractions, and other travel destinations.
We are also seeing an increase in the number of professional training
organizations providing online training modules, or “virtual seminars,”
from their Web sites. The growing popularity of online training
is a result of the flexibility and cost efficiency offered by these organizations.
In order for your clients to attend your seminars in person,
they would be inconvenienced by the need to schedule time for it. This
inconvenience incorporates travel expenses, the seminar fee, and the
opportunity costs of being absent from their office. Virtual seminars
enable your clients to usually pay a much smaller fee to view the same
seminar from the comfort of their desk. Business professionals are
also finding online training useful because it allows them to decide
when to view the seminar, as some of the online training sessions can
be viewed at their convenience. Others are “live” and available only
at a specific time and date.
Many professional speakers are now offering live Webcasts,
downloadable training modules, and streaming video clips from their
Web sites in an effort to increase their online bookings. For example,
meeting planners and organizers who are looking for speakers for their
upcoming conference can visit my Web site, SusanSweeney.com (http://
www.susansweeney.com), to download streaming video clips of samples
of my speaking. This enables visitors to gain a feel for my presentation
style and the quality of content that I deliver. I also offer live “Webinars”
every couple of weeks on various topics related to Internet marketing
(http://www.susansweeney.com/tele_seminars.html). While I’m on a roll
I’ll also give a plug for The Recognized Expert Marketing Show
(http://www.recognizedexpert.com), an online radio program where I’ve
been interviewed.
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Webcasting and Rich Media 383
Internet Resources for Chapter 24
I have included a few resources for you to check out regarding Webcasting
and rich media. For additional resources on a variety of topics, visit the
Resources section of my Web site at http://www.susansweeney.com/
resources.html. There you will find additional tips, tools, and techniques.
Yahoo! Platinum
http://platinum.yahoo.com
Yahoo! Platinum offers a wide variety of on-demand audio and video
content, from space shuttle launches to full-length movies.
Internet Pictures Corp
http://www.ipix.com
This company is known for its 360-degree virtual tours.
The Media CHANNEL
http://www.mediachannel.com
A guide to video on the Internet.
RealNetworks
http://www.real.com
Innovators in the field of streaming media, RealNetworks has several
popular Webcasting software applications, including RealPlayer,
RealJukebox, and RealSlideshow.
Streaming Media World
http://www.streamingmediaworld.com
Streaming Media World offers media player reviews, news, tools, tutorials,
discussion forums, and cool links devoted to streaming video, audio,
MP3, multimedia, and GIF animation.
VideoDome.Com Networks Inc.
http://www.videodome.com
Offers a variety of Internet On Demand video solutions to meet your
online video needs.
Virtual Kingdom Interactive Inc.
http://www.virtualkingdom.ca/vkingdom/
A company that provides virtual tour technology for your Web site.
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384 101 Ways To Promote Your Web Site
VirtualTuner.com
http://www.virtualtuner.com
Directory of live and on-demand radio links for the Internet.
Web-Radio
http://www.web-radio.com
A comprehensive directory of radio stations broadcasting on the Web.
WebReference.com
http://www.webreference.com/multimedia/video.html
A directory of multimedia tools including Windows Media Player, Real,
Emblaze, and Macromedia.
TEAM LinG - Live, Informative, Non-cost and Genuine!
Grand Opening Tips for Your Web Site Virtual Launch 385
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25
Grand Opening Tips for Your Web
Site Virtual Launch
Just as you would have a book or software launch, you can have a Web
site launch. In preparation, you must develop a launch strategy. In this
chapter, we cover:
• Development of your Web site launch strategy
• Web site announcement mailing lists
• Direct e-mail postcards to your customers or prospective clients.
Launching and Announcing Your Web Site
A new Web site or your new location in cyberspace
can be launched in many of the same ways that you
would launch a new physical store location. This
might involve both online and offline activities. Just
as you would prepare a book launch strategy or a
new software product launch strategy, you can de-
Cyberspace
Virtual location where
Web sites live.
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386 101 Ways To Promote Your Web Site
velop an appropriate launch strategy for your new Web site. Sometimes a
launch strategy could be more work than the benefit that would be gained.
On the other hand, if you are opening the next Amazon, it is imperative.
Your Web Site Virtual Launch
Let’s take a look at a traditional retail store grand opening. For the
grand opening, which usually lasts for an evening or a day, there are
invitations to the media, press releases distributed to the media, invited
guests, opening ceremonies, advertising, and possibly gift giveaways.
A Web site virtual location launch occurs in cyberspace, and the
“grand opening” can last for a day, a week, or a month. Many of the
activities you would include in your traditional grand opening can also
be included in your Internet grand opening. The effectiveness of your
launch can be increased with the following tips:
• Media attention can be generated through the distribution of
press releases on-line and off-line. (See Chapter 21 for press release
distribution information.)
• Guests can be invited to your online opening through postings
in newsgroups, newsletters, “What’s New” sites, banner advertising,
direct e-mail, and signature files, as well as through offline
direct mail and advertising.
• Opening ceremonies can be just as exciting on-line as off-line.
They can last for a month rather than a day. The opening must
be designed to appeal to your target market.
• You can feature special guests in chat areas for your grand opening
or several special guests over the duration. Again, relate your
guests and the topics to be discussed to the needs and wants of
your target market.
• You can run contests that require visitors to visit various parts
of your site to compete for prizes. Perhaps they have to complete
a multiple-choice quiz whose answers are found throughout
your site. This way you encourage your guests to visit all
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Grand Opening Tips for Your Web Site Virtual Launch 387
those pages you want them to. You can also ask if they would
like to be notified via e-mail of the winner. This gives you an
opportunity to send them e-mail with their permission.
• You can have audio and video greetings from your site.
• You can have press releases regarding your opening available
for download by the media. Make your press release interactive.
(See Chapter 21 for details on how to do this.)
• Special free gifts can be provided to the first 20 or 50 visitors to
your site. You can also provide prizes to the first 100 to link to
your site.
• Do some offline advertising for your new URL (see Chapter 26
for innovative offline opportunities), or take advantage of online
advertising via announcement sites.
There are many other innovative “grand opening” attention grabbers
that can be brainstormed with marketing and public relations individuals.
Whatever you decide to do, make it memorable, make it appropriate
for your target market, and provide reasons for them to return.
Internet Resources for Chapter 25
I have included a few resources for you to check out for your Web site
virtual launch. For additional resources on a variety of topics, visit the
Resources section of my Web site at http://www.susansweeney.com/
resources.html. There you can find additional tips, tools, and techniques.
Best-Web-Sites Announcement List
You can join this mailing list by e-mailing the message “sub BESTWEB
[your name]” to listserv@vm3090.ege.edu.tr.
Nerd World What’s New
http://www.nerdworld.com/whatsnew.html
The newest links added to Nerd World, and a place to show off your
site. Not just for nerds.
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388 101 Ways To Promote Your Web Site
WhatsNu
http://www.whatsnu.com
The WhatsNu search engine filters Web site listings by date/category
and offers the Internet community a free weekly notification of new
Web sites launching on the Internet.
Get Ready for Grand Re-Openings
http://www.clickz.com/experts/media/media_buy/article.php/1579801
A great article about site reopening and buying media.
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Effective Offline Promotion 389
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26
Effective Offline Promotion
There are many benefits to cross-promoting your Web site using traditional
media and print materials. Your Web site can answer many questions
and provide more information than you can print in a magazine
or newspaper ad. Your site can be kept up to date with the latest information
available. People can request additional information or order
online. In this chapter, we cover:
• Tips for offline promotion of your Web site
• Offline promotion opportunities.
Offline Promotion Objectives
Because visitors can be directed from offline promotion to request additional
information or order online, you should promote your URL on
every piece of promotional material you produce! The more exposure
your URL receives, the more likely it is that people will remember it
when they go online.
Be creative with your offline promotion campaign. Brainstorm with
innovative thinkers to come up with a number of good places to pro-
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390 101 Ways To Promote Your Web Site
mote your URL; for example, try displaying your URL in your TV and
radio commercials, magazine and newspaper ads, and billboards. The
more places your URL appears, the more it will get noticed. Some businesses
even incorporate their URL into their building and vehicle signage.
Answer your telephone “YourCompanyName.com, Good Morning.”
This is quite effective in letting people know that you want them to visit
your Web site and providing them with your URL at the same time.
Next time they have a question or want to place an order, they can go
directly to the Web site.
Displaying your URL in traditional media encourages people to visit
your site for more information about your company. Another benefit is
that people usually can order from your Web site. Naturally, your site
should be up to date, with all of the latest information on products,
prices, and sales promotions. If a 6-month-old advertisement is seen in
a magazine, as long as the URL is displayed in the ad, readers can go to
your site and get current information. Your Web site is your most effective
advertisement, but it is an advertisement that people have to know
about before they can view it.
If you have a bricks-and-mortar location you can consider having
posters or promotional material on display letting people know about
your Web site or encouraging them to join your e-club.
URL Exposure through Corporate
Literature and Material
It is important that your corporate image be consistent in both your
online and offline promotional campaigns. Businesses should use the
same colors, style, fonts, logo, and tag lines on all of their marketing
materials. As a rule of thumb, try to place your URL on everything you
put your logo on—which means just about every piece of corporate
literature. Make sure to include your URL on the following:
• Letterhead
• Business cards
• Corporate brochures
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