New! Internet Marketing Masters Certification Workshop

July 29-31, 1997

Sponsored by:

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Workshop Objectives: Featuring the key elements that determine if an Internet marketing program succeeds or fails, the workshop teaches you how to: Design a winning Internet marketing strategy - or enhance an existing one. Develop a tactical plan - or make your current plan more effective. Tap into the appropriate internal resources, such as marketing & sales, technical personnel, and various databases. Create objectives and measure against them. Use Web advertising to attract a target audience. Forge business relationships with external sources, such as advertising agencies, Internet Service Providers (ISPs), consultants, and more. Who Should Attend? Anyone involved in the Internet marketing process, including: Marketing managers Product managers Senior marketing and sales executives Business development managers Webmasters Advertising directors Marketing communications managers Public relations managers In this, the only Internet marketing certification program of its kind, you'll receive one continuing education unit (CEU) and certificate that confirms the high-level of competence you'll bring to Internet Marketing. Instructors Include: Moe Benesch, President and CEO, VIDEOACTV STUDIOS David Radin, President, Marketing Masters Cindy Harris, Senior Consultant, Stellar Business Online Dave Kosoglow, Executive Vice President, Marketing Masters Michael Kremin, Manager of Web Services, Bell Atlantic

Attend this intensive three-day "How to Program" and you'll walk away with a more powerful understanding of what it takes to successfully market your product or service via the Internet and Word Wide Web. You'll not only receive the working knowledge you need to create, enhance, or renew business relationships via the Internet, but also a step-by-step formula to get the most out of your Internet marketing

Bulletproof Your Internet Marketing

The Internet Marketing Masters Certification Workshop was created to help you use the Internet and World Wide Web as a strong marketing tool in your current and future marketing plans. Used properly, the Internet can help you reach customers and prospects right in you own backyard or halfway around the world. But unless you know what you're doing, it can waste valuable time and corporate resources. That's why this intensive three-day workshop features a step-by-step procedure to reach, impact, and retain your target audience. The certificate you earn gives you added credibility as an Internet marketing expert.

1. Principal Instructor
   A Step-by-Step Approach To Internet Marketing Strategy Creation
   Cindy Harris, Senior Consultant, Stellar Business Online

2. Designing Effective Web Sites

3. The Black Art of Line Sizing

4. Dealing With The Realities of Internet User Demographics

5. Using Banner Advertising to Attract Your Target Audience

6. Helping Your Prospects Find You Via Search Engines

7. Selecting And Building Your Extended Internet Marketing Team

8. Getting Your Corporation & Department to Buy In

9. Evaluating Web Site Activity

10. Readjusting Your Focus, Strategy, and Tactics

11. Corporate Risk and Internet Marketing: Protecting Your Company

12. Leveraging The Entire Internet

If you don't know where you want to go, you won't get there. Presented is a systematic approach to Internet marketing and learn how you can use it to maximize your return.

• The Keys To Internet Marketing Success
• Strategic Traps & Pitfalls
• Approaches That Other Corporations Use Successfully

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Creating a Web site is easier today than ever. But it's still not easy to create a site that carries out your strategy and is easy and inexpensive to maintain over time. Mr. Benesch covers design parameters for your Web site that follow your strategy.

• What You Should and Should not Dwell on with Basic Web Design
• How Your Web Site Design Affects how Different Types of Users See Your Site
• Balancing Performance With Branding, Look & Feel

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How much bandwidth you use can determine how cost effective your Web site becomes. Too much bandwidth
and you're spending money you don't need to spend. Too little bandwidth, and you alienate your customers, prospects, and employees.

• Key Pipe Sizing Questions
• Determinants of Sizing Requirements

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The Internet is large and growing, but still only hits a fraction of the world's population. What you know about the Internet's demographics can help you target your audience.

• Findings of Important Internet Demographics Studies
• Individual Web Site Demographics Vs. Web Demographics
• Confirming What The Webmasters Tell You About Their Demographics

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Reaching your intended audience often means placing advertising in publications around the WWW. Discover how to find, evaluate, and contract with Internet publishers.

• Finding Websites That Can Provide You With Your Audience
• Selecting Where To Place Your Ads And How To Best Implement Them
• Determining What You Should Pay For Your Advertisement

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Anybody with some time to kill can get their Web site listed in search engines. But just getting a listing doesn't assure success in getting your audience to find your site and visit.

• How To Get Listed
• Which Search Engines And Directories Are Most Important To You
• How To Increase Your Odds of Being Found When Your Prospect Searches For
• Information How To Optimize The Time You Spend Trying To Get Listed

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A workable Internet marketing strategy includes working with a number of people in and outside your organization.

• Selecting The External Organizations To Help You Achieve Your Internet Marketing Goals
• What To Expect From Your Internet Service Provider And How To Get It
• Working With Web Designers and Internet Consultants
• Working With Your Ad Agency And How It Differs Related To The Internet

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In most organizations, Internet marketing requires the involvement of multiple departments. Learn how the departments can work together to achieve corporate and individual department goals

• Where Does Internet Marketing Really Belong
• The Corporate Politics of Internet Marketing
• Your Technical & Marketing Goals: How They Differ And How To Work Out The Differences

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Internet marketing is fast and flexible and it will allow you to enhance your efforts continuously. But only if you know how to read the signs.

• Information You Can Gather About Your Target Audience
• Figuring Out How Well You've Met Your Customers' Needs
• Finding Out Which Pages, Messages, and Tactics Have Been Most Successful
• Making Your Information Easier To Read And Analyze

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Many Internet marketers are perplexed because their Internet marketing isn't
creating the results that they expected. Yet others are successful. The reasons may surprise you.

• Likely Problem Places
• Where Did I Go Wrong?
• How To Correct Internet Marketing Problems

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Internet marketing has the potential to expose your corporation to a variety of risks. Being informed about the nature of those risks allows you to minimize your exposure.

• The Types Of Risks You Take
• Methods To Decrease Or Eliminate
  Your Risk

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Despite the emphasis on the WWW, there are other tactics you can use to enhance, supplement, or replace your WWW tactics. Ms. Harris examines a few of the more common tactics.

• Public Relations On The Internet
• Using Internet Mail Lists To Reach Specific Audiences
• Gauging Customer Opinions With News Groups & Chat

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