In 1994 there were less than 1000 companies
with web sites. In 1998, there were roughly 2.3 million web sites. So
far this year [1999], that number has grown to over 5.5 million web
sites. It is estimated that the Internet is growing at a rate of
150,000 new web sites per day. The growth of the Internet has taken
the world by storm- especially the business world.
This was demonstrated when USA Today mentioned
having a web site as a primary marketing tool for the 21st century
(along with business cards, letterheads, and brochures); this thought
supports the notion that a sound web presence will enhance existing
and traditional marketing techniques. When compared to traditional
marketing, not only do web sites have an edge in being cost-effective
and sharing information, but web sites also help to further develop a
relationship with the consumer. Traditional marketing does not; it
merely creates an impact. People don’t ask for impact any more than
they would channel surf to watch TV commercials. People do ask for a
relationship, though. A relationship stems from knowledge relating to
a specific person, place or thing. The higher the level of knowledge
that is attained, the deeper and more meaningful the relationship
becomes. Therefore, using a web site to convey information about your
business to the consumer allows that consumer to "get to know", or
develop a relationship, with your business. The development of this
relationship leads to regular business from that customer. For
example, a man goes to a bar every Thursday night. He continues going
because he "knows" the business; he has seen the same people every
week and he is familiar with the atmosphere. Maybe he even
participates in a karaoke show. He feels comfortable around these
people, whom he considers friends. He has developed a relationship
with some of the people there, and therefore the business in general.
Another way to achieve this result is through the use of a web site. A
person who is simply unfamiliar with your business may stay out of
your business precisely for that reason; it would be like going on a
blind date. when you go on a blind date, you are anxious, nervous,
have little knowledge of the person you are about to meet, and
probably are quite hesitant to go in the first place. People like what
they are familiar with, which is one reason why a couple develops a
relationship and gets married; they are familiar enough with the other
person to feel comfortable around them. Business is no different.
People stick to what they are familiar with and are often reluctant to
try new things. When considering trying a new restaurant, the
hesitation stems from the lack of knowledge about that particular
business. How is the food? Is it expensive? What kind of foods are
served and how vast is the menu selection? Is the atmosphere quiet and
romantic, or is it upbeat and lively? How is the service- prompt,
friendly, courteous? Will I have to wait for a table- how long? How
long for my food? Can I smoke inside? Do they serve cocktails? etc. If
the potential customer was able to obtain all of this information up
front, do you think he or she would be more likely to try the new
restaurant? Of course!
The good news is that thanks to the Internet,
now they can! There can be an online menu- showing what foods are
served, how large the selection is, how much the food will cost, if
cocktails are served, and so on. The restaurant owner generally knows
what the busiest times are and could mention that on the web site.
They can also mention if the restaurant has both smoking and
non-smoking sections. Directions to the restaurant would be helpful,
too. Photographs of the restaurant interior can depict atmosphere and
setting, while a little bit of personal information about the business
owner can go a long way in letting the customer know what kind of
people work there (especially in the case of a family run business).
Maybe even publishing a group photo of the employees would help. If
the owner is married and has three kids, people will be able to
identify with that. This is a good thing, because again it helps the
customer to develop that relationship with the business. They realize
it’s a mom and pop gig, not a corporate monster. Speaking personally,
I would much rather dine in a family owned restaurant than put more
money in the pockets of a large corporate chain. I am certain that
countless others feel the same way. People often think of large
corporations as bosses and disgruntled employees; but on the other
hand, respect the efforts of the small to medium sized business owner.
The small business owner is perceived as a portrait of honesty,
integrity, and value- the willingness to go the extra mile to please
their customers. These characteristics are synonymous with what
Internet customers look for. An effective business web site can be
very successful in building client relationships. The simple elegance
and information that they provide answer the need to develop a
relationship with the consumer; and considering the small cost of
creating a successful web site, it would be frivolous not to take
advantage of this opportunity. Wouldn’t you agree?
