Give Something Away, Sell Something: the Classic Web Marketing Strategy

by Dr. Ralph F. Wilson
Web Marketing Today, Issue 11, April 15, 1996

---

This article contains older information. Go here for newer information on ecommerce and selling online.

This week I read "Why the Web Will Die" and received a bouquet via e-mail. And herein lies a story.

First, the bouquet. "You have been sent a 'Virtual Bouquet' from Virtual Flowers online Internet Bouquet Server," the e-mail message said.

"Your free Virtual Bouquet can be picked up with any graphical WWW browser within 7 days from http://www.virtualflowers.com. Your claim ticket number is rfwilson.655217. Sincerely, The Virtual Bouquet Delivery Robot."

Classic Marketing

Curious, I went to pick up my bouquet, and waited to download a vase of spring daffodils from my older son, along with a 100-character greeting. Cute. The Web page invited me to send a return bouquet, or post one to someone else. I chose my daughter and a colleague in the Midwest, and a day later I got two return bouquets. Will this get tiresome. Probably. Before the cuteness wears off, though, I'll have sent a virtual bouquet to one or two other people, spreading the word, and I'll have become well acquainted with Virtual Flowers where I can shop for real flowers and have "guaranteed professionally designed fresh flowers delivered world wide to my loved ones."

Clever marketing, a classic example of "give something away free, sell something." While there's nothing particularly new about that idea --stores have been promoting loss leaders for decades -- it is the right formula for the Internet.

Consumer Advertising Model

Next I read columnist Mark Stahlman's article "Why the Web Will Die," Information Week, April 8, 1996 p. 100. He contends the problem lies in the Web's inability to effectively support consumer ads. "I am quite certain the Web will die this year," he says. "Advertisers will dump the Web, and businesses that depend on ad support will become uneconomic." Reason? "The Web is a terrible place to manipulate people's unconscious fears, which is the aim of consumer advertising.... Advertising on the Web has to be information, not manipulation," he continues. "Without consumer ads, the Web will no longer be the 'next big thing.'"

For advertisers, maybe.

But consumer advertising isn't what makes the Web great. It was thriving before they entered the picture, and it'll thrive after. He's right about one thing, though. The big companies that are selling only image enhancement will probably become impatient. Big corporations' current strategy is give something away free (entertainment, information), but they don't have anything to put in the consumer's hands; it would disrupt their carefully balanced system of retail distribution. They have only half the equation: give something away, but they lack the second part, sell something.

Companies that are selling products and services directly, however, won't languish. If you are ready to deliver a quality product to a national market, chances are you can sell it over the Internet. I am very high on the potential of Web marketing.

Big corporations aren't the only ones who will sour on the Web this year. A lot of small businesspersons will snivel: "I put up my Web pages but nobody came and nobody's buying anything.". No wonder. You offer something for sale, but nothing to induce people to come take a look at it. You missed the first part of the equation, give something away.

Virtual Flowers has it right. Give something away free (virtual bouquets), and sell something (real flowers).

Give It Away

Too many business people are afraid to give away information for free, for example. "That's information they should pay me for," they grumble. You're reading an example of what I offer free, a newsletter with valuable information. But what I give away attracts people to what I am selling: high-quality Web sites, on-line retail stores, and Internet consulting. Perhaps you've noticed I don't give everything away. You won't find, for example, an article on how to write great HTML, or how to advertise on Web search engines so they list you on top. That's what I sell. But I give people excellent information and build trust so when they're ready to buy my services they'll come back to me.

Is the Web dead? Of course not. So what if some major companies let their Web sites lapse? The Web is growing, and not because of the major companies. It is the communication wave of the future. Is the Web dead for aggressive small business marketers? Not on your life! Not when we learn to give something and then sell something.

Now I haven't ordered many bouquets of flowers in my life (mainly because my wife has a wonderful flower garden!), but if I wanted to send a bouquet, what's the first place I'd think of? You've got it: Virtual Flowers! (http://www.virtualflowers.com).