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The problem with most media is that no matter how effective they might seem they are all a one-way street. About the only way you can measure them is by their effect on sales or by asking for a phone or mail response. With a Web presence, not only can you talk to your customers and prospects; they can talk back! You can gather their opinions, ask for demographics, solicit inquiries, even if your product lends itself to this sort of marketing channel ask for orders directly (and securely). And a lot of Web surfers like this way communicating; it's immediate (they don't have to pick up the phone or find a mailbox), and free. You can even assure confidentiality and offer a prize or premium for responding. For example, one of our more successful promotions aimed at small businesses was a drawing for responders that gave the lucky winner one month's free exposure on our client's Web site (and we threw in the design of the page as part of the prize!).
The medium of communication is called an ``interactive form" like our email page. Every INFTEK Web site contains at least one interactive form the design and content is up to you and responses are sent you directly by email (every INFTEK site has at least one electronic post office, just so you can be sure you'll receive your visitors' responses). We'll help you set up the processing mechanism in your shop and train your folk to handle your Web mail.
The major cost factor in creating an interactive form is its functionality exactly what happens when the responder clicks the ``submit" button. Again, one response form is included in your site: figure $250 $500 each (depending on functionality and complexity) for additional forms. |
