Cable systems
that have the most success promoting their Web sites by printing
their URLs recommend that the address be displayed in large, easy-to-read
typeface in order to draw attention to it! Several systems put
their Web site addresses right under the phone number on printed
material and often place it in another, highlighted location on
the same printed pieces.
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2. Train your employees to refer customers to your Web site.
You can cut the amount of time employees spend answering routine
questions about services by familiarizing them with your Web site.
By knowing what information is available and where it is on the
site, employees can direct customers to the appropriate areas
when a question comes up about:
- Rates and
line ups
- How to
read their bills
- Service
policies
- Troubleshooting
picture or sound problems
- Wiring
diagrams
- Programming
information
- Promotional
offers
- Community
information
- Advertising
information
- Other FAQs
CableNetWorkz
has prepared an employee training outline to help you. Click
here to view this training tool in your browser. To download
a copy of this document to your computer, place your mouse over
the word "Download",
click your right mouse button and then choose "Save Target
As" to download a copy of this document to your computer.
Please also feel free to contact Stacey
Shigaya, CableNetWorkz' Director of Affiliate Relations, with
any questions or for additional training information.
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3. Advertise your URL with promotional spots.
One of the most effective tools you have for promoting your Web
site is through regular cross-channel spots. CableNetWorkz has
available tagable promotional spots, highlighting the community
content on your system and positioning your system as good community
stewards. As with any promotional message the more-and more often--you
tell people, the more effectively it will be remembered. CableNetWorkz
is pleased to work with you to create alternative messages highlighting
the most important aspects of the Web site for your customer base.
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4.
Try these ideas, too!
Maximizing your Web site is like any other creative challenge:
the possibilities are limited only by imagination and attention
to detail. Consider having a brainstorming session with your staff
to gather their ideas for promoting the site in your community.
Here are some additional ideas to help get the ball rolling:
- Use your
telephone "on-hold" message to tell customers about
your site.
- Educate
your community about your site's content at meetings, luncheons
or in any other face-to-face encounter.
- Tell your
advertising clients and affiliates about the site and let them
know it presents tie-in and cross-promotion opportunities.
- Use Cable
In the Classroom as an opportunity to publicize your URL.
- Offer space
on your Web site to local not-for-profit organizations in exchange
for their commitment to help you promote the site.
Remember,
each visitor to your Web site represents a potential sale-either
a new customer or an existing customer who may upgrade to a higher
level of service. And that translates into dollars. Conversely,
every existing customer with a question or complaint who visits
the Web site instead of engaging a CSR on the phone or requiring
a service visit translates into dollars saved.
As always,
CableNetWorkz is ready to help in any way we can. Please don't
hesitate to contact us
at any time. And, please, tell us about the tactics that
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