Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Oct 02

The Top Twelve Things Your Website Needs To Do - Part Three

In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to do that now...................Done?  OK, here's the third and final installment of our saga:

9. Allow consumer product reviews
In the eyes of most consumers the most reliable source of product recommendations are other consumers. There is a really good reason why every online retailer has a robust system for web visitors to post reviews. If your site doesn’t, it should. By encouraging customer reviews on your website, consumers are much more likely to visit and remain on your site during their research. If consumer-written reviews sound scary, there are means to prevent crank and nuisance reviews. Bad reviews can happen but they can be managed and turned into positives. We can show you how.

10. Display suggested retail prices
This one can be controversial. In some cases, such as in the custom installation segment, it may not be a good idea to display MSRPs. But customers really want to see prices; it is a vital data point in making a product choice. If you don’t show price you can bet your bottom dollar they will leave your site to find someone who will, and it may not be one of your authorized dealers.

Some of you may be sensitive to showing prices to web visitors who are outside of North America. First, the Internet has no borders – they’re going to find out anyway. Second, there are technical means to display different prices to different web visitors depending on their location. Visitors from the EU will see the SRP in Euros while visitors from Australia will see prices in Australian Dollars. Or you can choose to block price visibility altogether from anyone outside of the your home market. If your web developer doesn't know how to do these things, talk to us.

11. Serve your partners
Your dealers and members of the press will want to help you promote your brand if you make it easy for them to do so. The press wants readily accessible high-resolution product images (multiple angles, lifestyle and light-table varieties), logo images, press releases, technical white papers, contact-info for your press agent and a press kit. Never password-protect assets intended for the press. That’s a sure way to be passed over for free PR.

Your dealers want most of the same things the press needs with the addition of product training materials, upcoming product announcements and price sheets. Sensitive dealer assets such as dealer price sheets should be password protected of course but if you’re not going to post sensitive materials like that, skip the passwords, they just restrict access for no good reason. No harm is done if consumers get your high-res images or your press releases.

12. A good dealer locator
And of course what dealers want most is for you to send them consumers who are interested in buying something. Dealer locators with map functionality are easy to do and ubiquitous. What’s harder is to make sure your dealer list is up to date and relevant to the consumer. You need to have policies and procedures for culling non-active dealers from your list and identifying custom installers with and without showroom facilities. There’s little worse than sending a consumer to a non-stocking or non-displaying retailer.

What’s your score?
If you can honestly say that your website meets all twelve of these criteria you must be a CE Marketing Pros client. If you score 7 to 11 your web and marketing teams are doing well but can improve a little. If your score is lower than 7 you are missing key opportunities to market your brand effectively.  It’s time to gather all your website stakeholders for a serious discussion. Better yet email or call Paul DiComo, (410) 458-3176.

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 


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