Berkeley Radicals Assist Commerce in Cyberspace

Berkeley, CA, July 5, 1995 - Rebelling against the "conventional wisdom"
reflected in many companies' online marketing efforts, a Berkeley, CA
marketing firm offers a different marketing model, and backs it up with an
information-packed Web site.

After a year of research and actual marketing experience, Successful
Marketing Strategists has found that companies' pursuit of the Holy Grail
(sales) causes them to miss cyberspace's pot of gold (the ability to
communicate more efficiently for less money) that is available today.

A common complaint is that no one is making money in cyberspace. But the
problem is not the lack of secure transactions, cyber cash or even
consumer acceptance of commerce in cyberspace.  Companies do not see a
R.O.I. because many view cyberspace as a selling tool rather than a
communication vehicle.  However, those with the right market focus are
receiving significant benefits that are impacting their bottom line.

Cathay Pacific Airways reduces it costs of mailing promotional pieces to
customers from between $.75 and $1.00 per persons to pennies per recipient
at its Internet Web site.  Broderbund Software can create its online
product catalog for 1/5 of just the design cost of a print catalog, and
distribute it instantly online for a fraction of typical postage costs.

Lotus calculates its customer support team responds to ten online customers
in the amount of time spent with one customer on the telephone.  Sun
Computers knocked $250,000 from its Investor Relations expenses by putting
its quarterly reports online.  Multi-level marketing giant Amway Corp.
reduced the time for a distributor to place a $10,000 phone order from
over an hour down to a few minutes with its private online site.

Based on in-depth interviews with these and other companies, the major
online services, and Internet service providers, Successful Marketing
Strategists believes that a radical change of focus is needed.  Companies
must temper their fixation with sales transactions, ad-response measuring
tools, and many of the trappings of conventional marketing.  Communication
is where the money is, and companies need to learn that communication in
cyberspace is different than with any other medium.

In response to its findings, the firm created a Web site to teach companies
how to use BBSs, the online services and the Internet to communicate with
customers, prospects, investors, the press and others with whom they do
business.  The firm believes sales will eventually become a bigger part of
business in cyberspace, but without a thorough understanding of how to
communicate, companies will not generate the sales they expect.

Included at Successful Marketing Strategists' site is the Cyber Marketing
Info Center with detailed guides for implementing Cyber Marketing
campaigns, analyses of successful online marketing campaigns, and special
reports such a recent survey report on how journalists use cyberspace to
cover news.  There is more valuable information than people get at some
seminars costing hundreds of dollars.

The firm is also creating a reference center of information and resources
to help companies communicate more effectively in cyberspace. There is a
heavy emphasis on generating feedback from people who visit so the company
can customize the entire Web site to meet the specific communication needs
of those who use it.

The firm's Senior Strategist is also writing "Cyber Marketing for Smart
People" This book will give companies a step-by-step guide, with real
world examples, for developing strategies and tactics to communicate
effectively in cyberspace.  It will differ in two ways from the many books
available on the subject.

First, there will be an online component of the book that will give readers
a better feel for Cyber Marketing, and provide constant updates as
technology and tactics in cyberspace evolve.  Only by getting people
online and interacting with the examples being discussed will they really
understand the medium.  Online updates are necessary because everything
changes almost daily in cyberspace.  It's impossible to keep pace with
this fast evolution using a traditional book.

Second, "Cyber Marketing for Smart People" is a hands on planning guide
that neither trivializes the effort and hard work that marketing
successfully online requires, nor does it try to cover all aspects of life
in cyberspace.

Some books gloss over the realities of doing business in cyberspace with
just enough information to be dangerous. "Cyber Marketing for Smart
People" goes into detail about the specific questions companies need to
answer and steps they should take to use this medium to their best
advantage. The text component of the book is also effective because it
narrows its scope to address just the planning process.  The online
component uses "live" examples to give readers ideas on how to implement
the plans they create.

Successful Marketing Strategists' Internet Web site is located at
http://webhead.com/success.  "Cyber Marketing for Smart People" is
expected to reach book stores by October.  In the meantime, people can
watch the book unfold in outline form at the firm's Web site.

Successful Marketing Strategists, founded in 1986, develops and implements
marketing strategies to help advanced technology companies launch new
products or increase sales of existing ones.

The firm has provided marketing services to a nationwide clientele,
including AT&T, Campbell Services (makers of OnTime software) and Certus
International.  Their Cyber Marketing clients include several leading
software companies such as Symantec, Traveling Software (LapLink), Maxis
(SimCity) and Software Publishing Corp. (Harvard Graphics)

For additional information, call 510-644-3837, fax 510-841-7635 or e-mail
csettles@successful.com.

Successful Marketing Strategists: We increase sales and effectively launch
new products through conventional and Cyber Marketing activities.
 
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