Scottmark in the Consumer Sector
 Marketing to consumers is as much about communicating emotions as it is about ideas. Consumers' emotional reactions to a company or product brand can be as important as their logical responses. The Internet provides an efficient vehicle for communicating to a mass consumer audience on both an emotional and logical level. However, both the Web and email are innovative media that demand innovative thinking from marketers in order to deliver effective results. Reliance on traditional marketing principals is not enough to ensure online success. Scottmark Communications delivers innovative solutions based on advanced strategy and original execution that maximize the full potential of the Web and email as consumer marketing vehicles.
Selling on the Web
Whether you want to market directly to consumers by allowing them to purchase online or to provide them with effective information that will drive them to purchase at retail, you must present a compelling sales message that is consistent with your offline branding and marketing initiatives while capitalizing on the customization and interactive content that is possible online. An effective consumer Web site does more than offer to sell individual products and services. It can also recommend custom solutions tailored to consumer preferences or it can suggest upsells and complimentary products. Product Web sites can provide a complete selection of colors, sizes, packaging and pricing to meet individual needs. For service offerings, an effective Web site can explain each solution in detail or provide just enough information to entice visitors to call for more information and/or pricing.
We can help you develop a site that will arm your customers with the appropriate information before they visit a retailer, so that they ask the right questions that lead to product purchases once they are at the point of sale.
For online purchasing, we can create a secure shopping cart and checkout system that makes it easy for customers to buy directly from you with total confidence that their personal information is safe.
Beyond Sales
Unlike other media, the Internet provides an effective channel of communication that can be used throughout a product's purchase and usage cycle. From pre-purchase information gathering to post-purchase support, maintenance, and eventual repurchase at the end of the product's useful life, the Web can provide instruction, answer questions and offer ongoing advice. Email newsletters are an extremely effective and economical solution for eliminating post-purchase dissonance, promoting product usage, and developing repurchases or sales of complimentary products.
Contact us to learn more about extending your marketing efforts beyond initial sales to ongoing communications with your best prospects - your existing customers.
Virtual Product Tours
Digital marketing tools provide the unique ability to bring sound, motion and interactivity to product presentations. The power of sound and motion to grab the audience's attention, make a presentation more persuasive, and increase retention is well-documented. By adding interactivity, presentations can be tailored to provide exactly the level of information desired by each segment of the target audience. Whether delivered online via the Web or offline through a CD-ROM or kiosk, an effective interactive presentation lets each audience member select exactly the amount of detail that they require to evaluate a product. These self-paced presentations can provide a quick overview of features and available options for the casual shopper while allowing more savvy purchasers to drill down and learn even the most obscure product features and specifications. Digital marketing tools can even provide a virtual product tour or demonstration for those products that cannot readily be viewed or tried-out in person.
Scottmark can help you translate your marketing message into a flexible presentation that suits a variety of different information needs from sales force presentation tools and trade show kiosks to CD-ROM giveaways and online demonstrations.
 |
