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...Web Site Promotion

CHECK LIST FOR PROMOTION PLANNING

When deciding on a promotional strategy, it is important to consider all possible options. Those that appear to be relevant for a particular project may then be positioned in the decision matrix of the MOP concept described above (Fig. 4.4) and scored accordingly. As with all advertising and promotion work, the possibilities are usually only defined by the limits of creativity - so the following should be used as a check, to make sure nothing obvious has been forgotten.

ONLINE METHODS

Memorable URL with keyword
Have own TLD, and International and country specific TLDs*
Have own 404 Error re-direct ( to catch all incorrect URLs that are part of main TLD)
Search Engines
- registration
- buy/bid for keywords
- optimisation
Email
- ads in Newsletters
- mass mail to good lists
- Newsletter
Newsgroup postings
Link building
Link exchanges
Affiliate schemes
Viral marketing
Banner ads
- run of site
- targeted by keyword
- banner exchanges
Competitions
Loyalty schemes
Chat rooms
- set up own
- sponsorships
- advertising
Strategic partnerships
Market exchange sites
Retail e-malls

OFFLINE METHODS

URL everywhere
- company literature
- stationery
- business cards
- vehicles etc.
Press releases
Printed mail shots
Advise all customers
Advise all suppliers
Printed directories
Write articles for magazines etc
Printed ads
- magazines
- newspapers
- billboards
- POS etc
Loyalty schemes
Viral marketing - novelties etc
Sponsorships - teams, people
Exhibitions
Seminars
Radio
Television

* TLD – Top Level Domain, e.g. ‘.com’

Note: Domain names for a country TLD (e.g. .co.uk) must also be acquired if registering with country specific search engines, as many only accept the ‘local’ TLDs for submission. This is especially true for the UK.