E-marketing: Clicking for customers

It's the Internet, more than traditional forms of marketing like television, print or newsletters, that helped many Lee County businesses grow this year — especially local ones.

"On a local level, there is a lot of opportunity to market your products or services even though the Internet has always had a larger, more global feel," said Zach Katkin, CEO of Atilus, an Estero-based Web development and Internet marketing firm. "The Web is getting local and so is Internet marketing. I attended a seminar recently that quoted online searches as being 95 percent for local services and business.

"Online marketing is the most measurable form of marketing that is providing tremendous return, much more than conventional advertising," Mr. Katkin added.

John Sprecher, chief creative officer for NOISE, a multi-media branding agency on Sanibel Island, called the Internet "a phenomenal marketing tool."

"It's fairly clear that print is one of the mediums that's on the decline, as far as where people are getting their information," he said. "Radio is pretty fractured, and so is television viewing. All and all, people actually view more videos online than they watch on television.

"Generally speaking, the Internet is where people, more than ever, go for their information, certainly as it relates to business. It's the front door for a lot of businesses."

Businesses like Studio RK, a full-service salon and spa in South Fort Myers, have responded to the e-opportunities by ramping up their Web sites with more information, links and special coupons.

"We definitely gain new guests daily from the Web site and the coupons," said Pamela Direnzo, an owner at Studio RK (studiorksalon.com).

She has worked closely with Priority Marketing, a public relations firm in Fort Myers, to maintain the site on a daily basis. As a result, Ms. Direnzo noted increased business for the stylists and retail products sold at the store.

Studio RK regularly updates its Web site with information for clients, such as the latest hair styles for women and men, new products and whatever make-up shades are currently in vogue.

"We are in constant contact with our marketing company and work with them throughout the month to add new features and promotions — anything we can do to expand the Web site we're all for," Ms. Direnzo said.

A spokesperson for Priority Marketing, Kim Geary said Web site traffic at Studio RK was up 25 percent in the last two fiscal quarters ending Sept. 30.

"There are several factors contributing to the success of the Studio RK Web site, including the launch of an e-mail marketing campaign," Ms. Geary said.

The people who signed up to receive Studio RK's e-mail blasts about additional specials and services was up 800 percent since the initiative began in early 2008. (Priority Marketing wouldn't reveal the exact numbers per their clients request to keep the information private).

"(The percentages) indicate visitors are using the Web site as a resource," Ms. Geary said. "We actually are able to track the Web site, and which pages are visited most often. The problem with marketing on television is there's not a definite way to track who is coming in, unless they specifically mention (the ad). With e-marketing, you have clear numbers on who is visiting the site and how many times."

Web-design firm CEO Mr. Katkin said that while a Web site is not the "end all of Internet marketing," its power to inform and sell a wide range of services is appealing to businesses.

"A majority feel (having a Web site) is necessary, like a business card is necessary, as a tool to establish your business's stature and legitimacy," he said. "Many don't realize how powerful a tool a Web site can be in growing one's client base, selling products or services directly, or shortening sales cycles by providing information online."

Studio RK plans to further enhance its site by allowing customers to book appointments with a stylist or nail technician online.

NOISE CFO Mr. Sprecher said the kinds of Internet marketing that allow customers to be interactive with Web sites — such as scheduling appointments — is a great marketing tool, unique to the Internet.

"What you want to get to is a relationship with your customer that goes beyond just viewing the Web site," he said.

For some of his clients in the hotel business, Mr. Sprecher designed their Web sites so customers can post photos of their vacations there online. Then, he said, they might tell their friends about where to see the photos. "That's free advertising."

Other businesses, such as Alive & Well (aliveandwellcenter.com), a holistic spa in South Fort Myers, promote an array of services on its Web site, including yoga classes, massage and health consultations.

"Everyone we refer to the Web site, they really like it and tell their friends about it," said owner Thomas Preziosi.

He designed the Alive & Well site using Embarq's Business Webspace design portal. Recently, he won Embarq's Best Business Web Site, a nationwide contest among businesses that use Embarq to create a website.

"The Alive & Well site utilizes a stimulating application of images tied to product offerings," said Roman Blahoski, a spokesperson for Embarq.

"We encourage everyone to go to the Web site," said Mr. Preziosi. "I'm just like 'go to the Web site. You'll get all the information you need.' It's not that I don't want to talk with them, it's just easier.

"They can actually see what an instructor looks like and get their bio before they even come in, which is nice, especially if they're interested in getting a psychic reading or past life regression.

"You can reach so many people. And we have so many snowbirds here, too. So if they're looking for a yoga studio to go to before they come down, they'll research on the Web."

Customers can also book appointments on the site, for example, for a pre-natal yoga class.

The Web site requires regular maintenance. In a seasonal flourish, visitors to aliveandwell.com will find snowflakes falling down over their monitors, as well as some holistic Christmas specials.