Spinning A Web Mentality

There is a distinct difference between having a presence on the World Wide Web and actually using it to conduct business.

By Rob Yoegel

The excitement surrounding the Internet and its most popular component, the World Wide Web, certainly is not waning. Companies are constantly seeking new strategies to successfully incorporate Web sites as part of their business and attract new customers to their products and services, and package printers and converting equipment and materials suppliers are no different.

Web sites that were initially established and used specifically for on-line exposure, or "to establish a web presence" are today transcending into functional business units. More and more frequently, companies are spending big bucks to hire Web-literate specialists and to buy emerging technologies to develop this electronic phenomenon into something more than a "presence." The fact that money can be made there is more than a virtual reality. In fact if approached appropriately, Web sites can actually be turned into profit centers.

Producing profits

About a year ago, the Web philosophy at DuPont Cyrel changed slightly when the company realized that some form of the Internet, particularly electronic commerce, was increasingly becoming not only a way to communicate and interact with customers globally, but a major business tool.

"I thought that we needed to be more focused as far as how to use the Web site as a marketing tool," says Jim Austin, product marketing manager for the photopolymer printing plate supplier.

Building on that idea, Cyrel's Web site (www.dupont.com/cyrel) was redesigned using a combination of ad agency and in-house resources.

Remaining from the original site are technical data sheets and other information for on-line visitors to browse. But the company's most bold enhancement was the addition of an on-line catalog, which debuted with two new products for the flexographic industry: tag & label capped and uncapped printing plates. The company launched the new line of plates via electronic commerce due to the large number of users who purchase them in smaller quantities and at lower price points—an ideal product for selling on-line.

Now that Cyrel has the infrastructure in place and the experience under its belt to sell on-line, it can be proactive in marketing and selling other products in a similar manner instead of waiting until customers ask to buy their products on-line.

At Elkhart, IN-based Atlas Die, the U.S.'s second largest diemaker, the Web site strategy implemented two years ago is simple but effective. In Atlas' efforts to communicate with customers and potential customers, "We see the Internet as a viable sales tool to supplement current sales methods," says Jean Osborne, coordinator, human resources/marketing. The site's home page (www.atlasdie.com) has an immediate and obvious E-mail link for novice Web surfers to get additional information and a "Data Drop" E-mail link where die specifications are sent for processing into a quote or order. Osborne believes the Web cannot supplant the one-to-one communication needed to close a deal. The exception to that rule, Osborne explains, is when the customer has the correct specifications and total understanding of the product's applications.

Paying the piper

Perhaps the one factor precluding the Web from becoming as popular a vehicle to actually buy product as it is to browse, is the method of payment—more specifically, how to conduct business in a secure manner.

When establishing a Web site, an important aspect to discuss with the Internet Service Provider that hosts your Web site is the issue of security. This holds particularly true if you intend to sell product or services on-line. If you maintain your own site, don't take the perception of credit card fraud on the Internet lightly. While an increasing number of people consider an electronic transaction no more unsafe then giving a telemarketer or a restaurant waiter their Visa card, Web experts contend it can be risky to order a product or service from a Web site. The best advice is to investigate and choose the right security application for your needs.

DuPont Cyrel affords its U.S. customers an opportunity to place an order with a credit card directly from its site. More importantly, an alternate payment method is clearly indicated on the Web site that invites buyers who may be uncomfortable surrendering credit card numbers over the 'Net to print the order form for faxing or mailing.

Using a standardized and early Internet technology known as Secure Socket Layers (SSL)—supported by newer versions of browsers from Microsoft and Netscape—DuPont Cyrel's site is a step beyond being a product promotional tool. Other technologies and software applications exist to help ensure credit card numbers are protected in cyberspace.

Sales complement

Even with the best Web sites, don't be fooled into thinking that just because customers can easily find information and buy from you on-line that such a system is a replacement for a living, breathing, knowledgeable sales force.

Mike Okner, DuPont Cyrel's communications manager, says the company does not expect the Internet to become a large piece of its overall sales in the foreseeable future. "I would be surprised if it's more than 1 percent," he says. "Our customers still want to talk to someone, but we are prepared to find out what they want [on-line] in the future." Nonetheless, the Internet continues to be a viable and important part of DuPont Cyrel's efforts to communicate to a worldwide audience of customers and potential customers. "The sales representative is key and dialogue is still needed," says Okner. "We are not talking about a commodity product like books or cars," products already proven to be successful sellers via Web sites.

Dwight Marshall, Union Camp's marketing manager—plastics, agrees that the Web is a good compliment to traditional sales efforts. "Our customers' business is too large, and the sale becomes impersonal," he says. "Internet sales restrict two-way communication and hinder the value-aspect of selling a product. We do expect it to be a greater information transmission tool, but not necessarily a stand-alone selling tool."

X marks the (Web) spot

Once you think you have an informative, secure, saleable Web site, put it to the test. Call your company switchboard from an outside line and ask the person who answers, "Do you have a Web site?" If the answer was, "I don't know," or you were switched to one or more different people, your site may not be as effective as it could be.

Cyrel's Okner says the sales representatives at his company are knowledgeable about their Web site and often refer customers there for information. While sites should be independent by design, it is imperative that a sales force be well versed regarding exactly what your site offers, and how it is set up.

Start by making sure reps and other employees who come in contact with customers know the Web address (also known as a URL). Support your sales force's efforts by providing timely update reports. Promote your site by including the URL on business cards, letterhead, notepads, and direct mail.

Also consider registering with the increasingly popular search engines (i.e., Yahoo!, AltaVista, etc.). Although the procedures for registering your site with these massive databases seem to grow increasingly difficult, don't overlook the importance of at least getting listed on any one of them. By adding special and relatively simple Web page code (for instance, META tags and descriptive titles and headers) and resubmitting your address at least every month, you may be surprised as to the new business you bring in. Search engines also will often change their rules on a whim, so be sure to keep stay on top of them.

Finally, check out the on-line services offered by industry trade associations and the trade press. They can often offer inexpensive or even free links and listings that will help draw traffic and new customers to your Web site and your company.