Getting a site on the World Wide Web is the newest wave in advertising. It's easy enough to make up a page or two of information, any computer hacker can do it. It is also inexpensive, and gets your company's name onto a global system making it easy for anyone with a computer - from Paris to Hong Kong - to find you. That's both good and bad. As a marketing tool for custom processors, the Internet offers a shotgun approach. Although processors find the cost of advertising on the Web attractive, many are beginning to wonder if the shotgun approach will get them the business they really want.
In this age of niche marketing what is needed is a rifle shot. And that's tough to do on a system like the Web.
Language seems to be the key. Your Web ``brochure'' can be located by using key words. One such word would be ``plastic.'' But that's obviously a very general category that could net you more inquiries than you'd have time to sort through.
So what words do you - or don't you - use to attract the business you want?
David Larson, vice president of operations for Mastercraft Inc., a mold-making and molding company in Phoenix, said his company expects to have its Web pages ready this month. The dilemma for Mastercraft now is coming up with 10 or 12 words under which information about the company can be found.
``We don't quite know yet just how we want to be listed,'' he said.
The company wants to avoid words such as ``inventors'' or ``inventions'' because the firm tries to steer clear of working with individuals. Coming up with just the right words to zero in on the customers the company wants is proving to be a more difficult task than getting on the Web in the first place.
Maybe going global over the Internet with your advertising isn't really the best route for a custom processor. After all, the days of being all things to all people are over.
Narrowing your focus on specific markets or industries - such as target marketing - and being more specific in the criteria you want in customers, means taking the rifle-shot approach to your marketing and advertising.
Maybe a brochure sent through the mail to a certain individual at a specific company, although old-fashioned, might just be the best way to go.
But if you have to travel on the information superhighway, perhaps it's best to take a Winchester rather than a 20-gauge.