A LOW-COST MARKETING SYSTEM USING YOUR MODEM
The computer is now viewed as the most essential business tool
available.The only problem is, many businesses buy a computer just
for the sake of having one, with no plans as to how the computer will
be used. Sure,they start to type letters on it, maybe a few marketing
documents, and the customer list goes on it, but that's the extent of
computer use for many businesses. Some don't even get that far.
Well, those businesses are missing out on a valuable low-cost
marketing opportunity open ONLY to computer users. To take
advantage of this opportunity, you need to have a MODEM. First, I'll
tell you what a modem is, and an overview of how to use it. Then, I'll
let you in on some valuable marketing secrets.
WHAT IS A MODEM?
The word stands for MOdulator DEModulator, and it's just a fancy
name for a telephone hookup for your computer. Modems can either
be a card that is easily installed into your computer, or it can be an
external unit.Basically, the only difference from modem to modem
that the average user needs to worry about is the speed. Modem
speed is indicated by a BAUD rate, which indicates how many "data
bits" are transferred per second.The most common baud rates for
modems are 300, 1200, 2400, 4800, 9600, and 14,400. Don't get a
300 or 1200 baud modem, as they are outdated and too slow. A
2400 baud modem is sufficient for most people and is very
economical (usually $50 or so).
With a modem and a special computer program called a terminal
program (one is usually included with the modem), you can call up
other computers and communicate with them, including transferring
programs and files.
You can communicate with individual computer users, or through
BULLETIN BOARD SYSTEMS, or BBS's, which are services run
primarily by private individuals.
When you call a BBS, you are instructed to type your name and a
password of your choice. If it's your first time calling the BBS, you will
usually go through a short registration process, similar to filling out a
form. This is all done on your computer. The information you type on
your end is sent through the phone line to the system operator's, or
SYSOP's, computer, which is running the BBS. Once you are
registered, there may or may not be a membership fee, depending
on the individual SYSOP, though most will allow free use of their
BBS by non-members for a short period of time each day. This will
be all the time you'll need, though, to use the methods I'll describe in
this report.
There are also large ON-LINE (accessible by modem) services you
can call, such as Compu-Serve, Genie, America On-Line, and
others. These are basically the same as BBS's, but on a much larger
scale, and all have monthly membership fees, with most charging by
the hour.
WHY SHOULD I CALL A BBS?
That's an easy question to answer. The two main features of the
average BBS are FILES and MESSAGES. Files are computer
programs that you can DOWNLOAD (or transfer) to your computer.
Here's a simplified explanation of how you do it: First, you select the
file you want from a list on the BBS. Then, you tell the BBS to send
the file to you. The file is sent through the phone line to your
computer. Then, after you LOG OFF (leave) the BBS, you can use
the program just like any other computer program.
This process can also work in reverse. You can send a program you
have written or acquired to the BBS, so other users can download it
and use it.
This is called UPLOADING a file.
Keep in mind that copyrighted programs, like the ones you buy in a
store, CAN NOT be uploaded to a BBS. This violates copyright
laws.
The programs you find on a BBS will be either public domain
(anyone can copy them and distribute them), or shareware (free for
you to copy and try out, but there is a registration fee if you use the
program regularly).
Also, if you find a BBS that has commercial, copyrighted programs
available for downloading, DON'T CALL IT AGAIN! You can get in
BIG trouble if you mess around with copyrighted programs, including
fines, jail terms, and confiscation of your computer. You won't need
to worry about this, though, if you stick to legitimate BBS's.
WHAT OTHER BENEFITS CAN I GET FROM A BBS?
The other function of a BBS is messages. On almost any BBS, you
can leave a message, either to a specific user of the BBS, or to
everyone.
You tell the BBS who the message is for, a short description of what
the message is about, and then type the message, or upload a
previously typed message. Then, when the person you've left the
message for accesses the BBS, he or she will see a note on their
screen telling them they have mail. Or, if you left the message for
everyone, anyone who enters the message area of the BBS can
read the note you left.
Many BBS's participate in NETWORKS, which allow you to leave
messages for people who don't call that particular BBS, but call
another BBS that is a member of the same network. There are many
different networks, some dedicated to special interests or hobbies,
others more general.
Here's how they work: You leave a message to either a specific
person who can access the network on a BBS they call, or the
message can be for everyone. The SYSOP of the BBS you call then
collects all the messages in that particular network and transfers
them by modem to the network headquarters, which could be in an
entirely different state.
At the same time, the SYSOP receives a packet of new messages
from the network headquarters, these having come from the other
member BBS's. This distribution method means you can leave a
message on your local BBS to, for example, your friend in Hawaii,
who calls a BBS that belongs to the same network. In a few days,
your friend will see a "mail waiting" note when he or she accesses
the BBS. Many times, this will happen faster than if you sent a letter
through the mail!
Hopefully, this will give you a basic understanding of what BBS can
do for you. The programs alone will be exciting enough for anyone
who hasn't been exposed to this before. For example, the BBS I
frequent, Radio Daze, has over 65,000 programs that can be
downloaded! But what about the marketing secrets I promised
earlier?
PRODUCTS AND SERVICES VIA BBS
The networks are the key to effective marketing with your modem.
Remember that I said you can leave a message that everyone can
read. Why can't this message be an ad? Ah ha! I have used network
ads extensively to publicize my newsletter, Small & Home Business
Journal, and it has been very successful. I'll use my marketing
methods as an example.
One of the advantages of the way Small & Home Business Journal
is published (on disk, instead of printed) is that, for all intents and
purposes, it is a computer program. I made the first issue a sample
issue that is copyright free. I then uploaded the sample issue to
Radio Daze BBS, as well as CompuServe, one of the huge national
on-line services mentioned earlier.
Thus, people could download the sample issue into their computer
and use it, the same as if I handed them a copy on a disk. This vastly
reduced my marketing expenses, as I could get a sample issue to
someone without the expense of the disk and mailing.
Here's where the crafty part is. I then composed an ad on my word
processor explaining the benefits of reading SHBJ. At the end of the
ad, I noted that there are two ways the reader could get a sample
issue.
Either they could send two first-class stamps to me, and I would
send a sample on disk, or they could download a sample by calling
Radio Daze BBS or CompuServe. I saved this ad as a text file, then
called up Radio Daze, which participates in a number of networks. I
went into either the small business area or the classified ad area of
each network (networks are usually composed of a number of
message areas, making targeting easy) and uploaded the
previously typed ad as a message readable by all. For the message
description, I tried a number of different descriptions, with the most
successful being "Make more $$$ now!!!".
My ads then were sent throughout the networks, and was seen by
others across the country as early as the next day. Soon, my sample
issue was being downloaded or requested by people who sent
postage. Around once a week, I repost the ads, and get new
requests and downloads. SYSOPs of other BBS's have made the
sample issue available on their BBS's, increasing my exposure. As
a result, hundreds of people have gotten a sample issue of SHBJ.
How much has this cost me? NOTHING. ZIP. Well, actually, I paid a
yearly membership fee of $40 to belong to Radio Daze. But, when
figured in with all the programs I've gotten from Radio Daze along
the way, the expense has been incredibly low. Also, I've had to
provide a disk to anyone who's sent in 2 stamps. But, you know
what? When people see that they can make one phone call with their
modem and IMMEDIATELY have a sample issue, instead of having
to wait for the mail, almost all will use that method. Wouldn't you? I
know I would.
How can you use this method to promote your products and
services?
On a local level, you can post an ad on your local BBS(s) telling the
BBS users how they could benefit from what you have. Give BBS
users a special discount if they tell you which BBS they saw your ad
on. This way, you can gauge the effectiveness of each BBS. If you
sell a product or service by mail, use the networks. I've had users in
almost every state get a copy of my newsletter. Don't try to sell your
product or service directly from the ad, unless it's inexpensive.
Rather, use the ad to generate inquiries, and follow up with a
complete sales package through the mail.
TIPS TO REMEMBER WHEN USING THIS POWERFUL
MARKETING METHOD
In your ad, as with any ad, don't ramble on and on about the features
of your products/services. Instead, hit hard and early with the direct
benefits the consumer will experience. Tell them "what's in it for
them." This will generate interest, rather than boredom.
Be sure you put your ads in the right network areas. For example, I
limit my advertising to the small business areas and classified ad
areas. I don't think many people in the geneology areas or gaming
areas would be interested in my newsletter. It would waste my time.
Don't over-advertise. I limit my ads to once a week. If you post your
ads daily or even multiple times per day (I've seen it happen), it
clogs up the message area and turns everyone off to what you have
to say. You will be advised by whoever's in charge of the network to
either cut back on your ads or, if you continue, to cease and desist.
Remember, you aren't the only one using these message areas. The
message areas were designed with discussion in mind, but
advertising is permitted if you don't overdo it.
Make sure your ads are appropriate and in good taste. BBS users
come in all ages, so if your product or service is for adults only,
confine your advertising to "adults only" BBS's and networks. Use
the same common sense you'd use if you were advertising in a
magazine. Every BBS will have rules stated regarding usage of the
BBS. Follow these rules. You'll find yourself barred from using the
BBS if you don't.
CONCLUSION
Used properly, this marketing method can inform large numbers of
prospects quickly (no real lead-time, other than message transfer)
and cheaply (no cost, other than membership fees, though non-
members are almost always allowed to use message areas and
networks - it can be totally free!).
If you don't have a modem, by all means go out and get one! You can
get a modem card for your computer for as cheap as $50. You can
even get one that can also function as a fax for around $100 or less.
That's peanuts, considering the benefits you'll get from having one! If
you already have a modem, but never put it to use, now you know
what to do. Now go do it!
RESOURCES
Here's a short list of computer services and BBS's you should try
with your modem. You should be able to get phone numbers of
BBS's in your area by consulting computer user groups.
America On-Line - Call (703) 893-6288 for information on
membership and phone numbers;
CompuServe - Call (800) 848-8990 for membership information,
and (800) 635-6225 to get a local access phone number
Delphi - Call (800) 695-4005 for questions or call (800) 365-4636
with your modem, press return, at password type BW34 for a free
trial!
CLASSIFIED ON-LINE Dial (404) 901-9748.
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