Question

Topic: Strategy

Suggestions For A Marketing Plan

Posted by Anonymous on 2/25/2004 at 1:48 AM ET 125 Points

My company is planning to launch a Logo and website Design service. I have to develop a marketing plan and a detailed advertising plan. We are planning to target new website owners by collecting data about the latest domain registration and latest business registration. Where can i get this data. The competitive edge we have is VALUE (reasonable price, great quality).

Got any out-of-the box ideas you can suggest? Any resources to share? Some suggestions about the target market?

And BTW, the budget, as always, is limited :)
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RESPONSES

  • Posted by Chris Blackman on 2/25/2004 at 2:03 AM Accepted
    Why target new website owners at all?

    If their website really is new, will they be interested in re-doing it with a new logo and design, when they've just finished it?

    Why not pick companies to approach, whose website is letting them down in some way? Companies whose online presence is nowhere near as good as their IRW presence.

    Or strong companies who don't even have a proper website (there are still some).

    What sort of revenue do you need to generate from each sale for it to be worthwhile, approx?

    How much work would you expect to deliver for that sale value?
  • Posted by Blaine Wilkerson on 2/25/2004 at 2:43 AM Member
    Well, as far as finding out about new business registration, try starting here:

    https://www.business.com/directory/management/strategic_planning/business_r...

    Regarding newly acquired domains, search for a program called "Expired Domain Seeker" or "Expired Domain Sleuth" at www.download.com. I know you are not looking for expired domains but it listes registed domains as well and you can refine the search in many ways, including the registration date.

    Good Luck!
  • Posted by ReadCopy on 2/25/2004 at 2:56 AM Member
    I've had a look around and asked questions, and no-one is aware of a notification service for when domains are taken.
    Jetts idea above sounds good.

    Promote yourself via banks, new start up organisations etc.

  • Posted by ReadCopy on 2/25/2004 at 3:33 AM Member
    Remember that even companies without a web presence look to the web for ideas, so you definately need to keep to that as your #1 channel.

    Its usually the smaller businesses that need this kind of help more that larger ones, do you have a small business 'help' organisations ? in the UK we have Business Link and Federation of Small Business for example who would be willing to be a channel for you I'm sure !

    Can you create templates or false examples to allow you to show prospects what you can do ?
  • Posted on 2/25/2004 at 11:01 PM Accepted
    Echo AmandaVega. UUUUGGGHHH!!!!!!!

    You can't just "tie-in" SEO. SEO is obtained through content creation, link popularity, and competitive analysis. Each which have nothing to do with logo design or web design.

    My impression is that your company does not really understand what logo design is all about, and they have seen the thousands of pre-built template sites out there and they want to get it on the action. Well there is no action. These pre-built templates and pre-built logos, or logos created with a swoosh because it looks trendy, create negative value for the company because it fails to build any brand awareness for the company. That's why these templates sell for $20. They're worthless. They look great, then you realize they are unuseable. That's why I get 40 emails a day, pitching me for a new logo or web design. That's why this business is in a commodity cycle. The barrier to entry is so low it's underwater. Got photoshop? Great! You're a logo/website designer.

    Visitors don't go to websites because of the eye candy. That strategy died in '96. They go because of the value that the website gives them.

    Logos burn an image into the brain of prospects and customers. It's a way to quickly recall what the company is about, to make the purchasing decision easier. I'm thirsty, what drink do I buy? Oh look, the Pepsi logo. I recognize that, I'll buy that. .0004 seconds. Done.

    Drop that idea, and try a new one.
    What does your company do better than anyone else?

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