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Ideas/Section-8
The computer is now viewed
as the most essential business tool available.
The only problem is, many businesses buy a computer just for the
sake of
having one, with no plans as to how the computer will be used. Sure,
they start to type letters on it, maybe a few marketing documents,
and
the customer list goes on it, but that's the extent of computer
use for
many businesses. Some don't even get that far. Well, those businesses
are missing out on a valuable low-cost marketing opportunity open
ONLY
to computer users. To take advantage of this opportunity, you need
to
have a MODEM. First, I'll tell you what a modem is, and an overview
of
how to use it. Then, I'll let you in on some valuable marketing
secrets.
WHAT IS A MODEM?
The word stands for Modulator Demodulator, and it's just a fancy
name
for a telephone hookup for your computer. Modems can either be a
card
that is easily installed into your computer, or it can be an external
unit.
Basically, the only difference from modem to modem that the average
user
needs to worry about is the speed. Modem speed is indicated by a
BAUD rate,
which indicates how many "data bits" are transferred per
second.
The most common baud rates for modems are 300, 1200, 2400, 4800,
9600,
and 14,400. Don't get a 300 or 1200 baud modem, as they are outdated
and
too slow. A 2400 baud modem is sufficient for most people and is
very
economical (usually $50 or so).
With a modem and a special computer program
called a terminal program
(one is usually included with the modem), you can call up other
computers
and communicate with them, including transferring programs and files.
You can communicate with individual computer users, or through BULLETIN
BOARD SYSTEMS, or BBS's, which are services run primarily by private
individuals.
When you call a BBS, you are instructed
to type your name and a password
of your choice. If it's your first time calling the BBS, you will
usually
go through a short registration process, similar to filling out
a form.
This is all done on your computer. The information you type on your
end
is sent through the phone line to the system operator's, or SYSOP's,
computer, which is running the BBS. Once you are registered, there
may or
may not be a membership fee, depending on the individual SYSOP,
though
most will allow free use of their BBS by non-members for a short
period of
time each day. This will be all the time you'll need, though, to
use the
methods I'll describe in this report. There are also large ON-LINE
(accessible by modem) services you can call, such as CompuServe,
Genie,
America On-Line, and others. These are basically the same as BBS's,
but on a much larger scale, and all have monthly membership fees,
with
most charging by the hour.
WHY SHOULD I CALL A BBS?
That's an easy question to answer. The two main features of the
average
BBS are FILES and MESSAGES. Files are computer programs that you
can DOWNLOAD (or transfer) to your computer. Here's a simplified
explanation
of how you do it: First, you select the file you want from a list
on the BBS. Then, you tell the BBS to send the file to you.
The file is sent through the phone line to your computer. Then,
after you LOG OFF (leave) the BBS, you can use the program just
like any other computer program.
This process can also work in reverse.
You can send a program you have
written or acquired to the BBS, so other users can download it and
use it.
This is called UPLOADING a file.
Keep in mind that copyrighted programs, like the ones you buy in
a store,
CAN NOT be uploaded to a BBS. This violates copyright laws.
The programs you find on a BBS will be either public domain (anyone
can copy
them and distribute them), or shareware (free for you to copy and
try out,
but there is a registration fee if you use the program regularly).
Also, if you find a BBS that has commercial, copyrighted programs
available
for downloading, DON'T CALL IT AGAIN! You can get in BIG trouble
if you mess
around with copyrighted programs, including fines, jail terms, and
confiscation of your computer. You won't need to worry about this,
though,
if you stick to legitimate BBS's.
WHAT OTHER BENEFITS CAN I GET FROM A BBS?
The other function of a BBS is messages. On almost any BBS, you
can leave
a message, either to a specific user of the BBS, or to everyone.
You tell the BBS who the message is for, a short description of
what the
message is about, and then type the message, or upload a previously
typed
message. Then, when the person you've left the message for accesses
the BBS,
he or she will see a note on their screen telling them they have
mail.
Or, if you left the message for everyone, anyone who enters the
message area
of the BBS can read the note you left.
Many BBS's participate in NETWORKS, which allow you to leave messages
for
people who don't call that particular BBS, but call another BBS
that is a
member of the same network. There are many different networks, some
dedicated to special interests or hobbies, others more general.
Here's how they work: You leave a message to either a specific person
who
can access the network on a BBS they call, or the message can be
for everyone. The SYSOP of the BBS you call then collects all the
messages in that particular network and transfers them by modem
to the network headquarters, which could be in an entirely different
state. At the same time, the SYSOP receives a packet of new messages
from the network headquarters, these having come from the other
member BBS's. This distribution method means you can leave a message
on your local BBS to, for example, your friend in Hawaii, who calls
a BBS that belongs to the same network. In a few days, your friend
will see a "mail waiting" note when he or she accesses
the BBS. Many times, this will happen faster than if you sent a
letter through the mail!
Hopefully, this will give you a basic understanding of what BBS
can do for
you. The programs alone will be exciting enough for anyone who hasn't
been
exposed to this before. For example, the BBS I frequent, Radio Daze,
has
over 65,000 programs that can be downloaded! But what about the
marketing
secrets I promised earlier?
PRODUCTS AND SERVICES
VIA BBS
The networks are the key to effective marketing
with your modem.
Remember that I said you can leave a message that everyone can read.
Why can't this message be an ad? Ah ha! I have used network ads
extensively
to publicize my newsletter, Small & Home Business Journal, and
it has been
very successful. I'll use my marketing methods as an example.
One of the advantages of the way Small
& Home Business Journal is published
(on disk, instead of printed) is that, for all intents and purposes,
it is a
computer program. I made the first issue a sample issue that is
copyright
free. I then uploaded the sample issue to Radio Daze BBS, as well
as
CompuServe, one of the huge national on-line services mentioned
earlier.
Thus, people could download the sample issue into their computer
and use it,
the same as if I handed them a copy on a disk. This vastly reduced
my
marketing expenses, as I could get a sample issue to someone without
the
expense of the disk and mailing.
Here's where the crafty part is. I then
composed an ad on my word processor
explaining the benefits of reading SHBJ. At the end of the ad, I
noted that
there are two ways the reader could get a sample issue. Either they
could
send two first-class stamps to me, and I would send a sample on
disk, or they
could download a sample by calling Radio Daze BBS or CompuServe.
I saved
this ad as a text file, then called up Radio Daze, which participates
in a
number of networks. I went into either the small business area or
the
classified ad area of each network (networks are usually composed
of a
number of message areas, making targeting easy) and uploaded the
previously
typed ad as a message readable by all. For the message description,
I tried
a number of different descriptions, with the most successful being
"Make more
$$$ now!!!".
My ads then were sent throughout the networks,
and were seen by others across
the country as early as the next day. Soon, my sample issue was
being
downloaded or requested by people who sent postage. Around once
a week,
I repost the ads, and get new requests and downloads. SYSOPs of
other BBS's
have made the sample issue available on their BBS's, increasing
my exposure. As a result, hundreds of people have gotten a sample
issue of SHBJ. How much has this cost me? NOTHING. ZIP. Well, actually,
I paid a yearly membership fee of $40 to belong to Radio Daze. But,
when figured in with all the programs I've gotten from Radio Daze
along the way, the expense has been incredibly low. Also, I've had
to provide a disk to anyone who's sent in 2 stamps. But, you know
what? When people see that they can make one phone call with their
modem and IMMEDIATELY have a sample issue, instead of having to
wait for the mail, almost all will use that method. Wouldn't you?
I know I would.
How can you use this method to promote
your products and services?
On a local level, you can post an ad on your local BBS(s) telling
the
BBS users how they could benefit from what you have. Give BBS users
a
special discount if they tell you which BBS they saw your ad on.
This way,
you can gauge the effectiveness of each BBS. If you sell a product
or
service by mail, use the networks. I've had users in almost every
state get
a copy of my newsletter. Don't try to sell your product or service
directly
from the ad, unless it's inexpensive. Rather, use the ad to generate
inquiries, and follow up with a complete sales package through the
mail.
TIPS TO REMEMBER WHEN USING THIS POWERFUL
MARKETING METHOD
In your ad, as with any ad, don't ramble
on and on about the features of your products/services. Instead,
hit hard and early with the direct benefits the consumer will experience.
Tell them "what's in it for them." This will generate
interest, rather than boredom.
Be sure you put your ads in the right network areas. For example,
I limit my
advertising to the small business areas and classified ad areas.
I don't
think many people in the genealogy areas or gaming areas would be
interested
in my newsletter. It would waste my time.
Don't over-advertise. I limit my ads to
once a week. If you post your ads
daily or even multiple times per day (I've seen it happen), it clogs
up the
message area and turns everyone off to what you have to say. You
will be
advised by whoever's in charge of the network to either cut back
on your ads
or, if you continue, to cease and desist. Remember, you aren't the
only one
using these message areas. The message areas were designed with
discussion
in mind, but advertising is permitted if you don't overdo it.
Make sure your ads are appropriate and
in good taste. BBS users come in all
ages, so if your product or service is for adults only, confine
your
advertising to "adults only" BBS's and networks. Use the
same common sense
you'd use if you were advertising in a magazine.
Every BBS will have rules stated regarding
usage of the BBS. Follow these
rules. You'll find yourself barred from using the BBS if you don't.
CONCLUSION
Used properly, this marketing method can
inform large numbers of prospects
quickly (no real lead-time, other than message transfer) and cheaply
(no
cost, other than membership fees, though non-members are almost
always
allowed to use message areas and networks - it can be totally free!).
If you don't have a modem, by all means go out and get one! You
can get a
modem card for your computer for as cheap as $50. You can even get
one that
can also function as a fax for around $100 or less. That's peanuts,
considering the benefits you'll get from having one! If you already
have a
modem, but never put it to use, now you know what to do. Now go
do it!
RESOURCES
Here's a short list of computer services and BBS's you should try
with your
modem. You should be able to get phone numbers of BBS's in your
area by
consulting computer user groups.
America On-Line - Call (703) 893-6288 for
information on membership and phone
numbers;
CompuServe - Call (800) 848-8990 for membership
information, and
(800) 635-6225 to get a local access phone number
Delphi - Call (800) 695-4005 for questions
or call (800) 365-4636 with your modem,
press return, at password type BW34 for a free trial!
CLASSIFIED ON-LINE Dial (404) 901-9748.
