Internet To The Rescue

by Kenneth A. Mazur

The Internet presents itself as a combination information and entertainment resource for those with access to computers. As the commercial aspects of our everyday life migrate onto the Internet, businesses are realizing that they can use the Internet for marketing since many of us are also business consumers.

Owners of small businesses, upon experiencing these commercial aspects, begin to wonder how they can use the Internet for their own businesses. Those of us who use the Internet probably have come across some type of electronic commerce such as online computer hardware and software stores; we can browse through selections and immediately purchase wanted items. Companies with electronic storefronts are typically large businesses who have found their Internet market "niche." But how can their experiences and the size of their available Internet hardware and development resources compare to the resources available to a small business?

To help answer this question, let’s look at how one Howard County small business has used the Internet as part of its total marketing plan.

North American Rescue Products (NARP), Inc. was established in 1995 by CEO Robert Castellani as a designer and manufacturer of military and commercial grade rescue equipment. Castellani’s goal is to leverage his rescue experience in the U.S. Air Force to design and sell rescue equipment that would fit the needs of U.S. and international government agencies.

NARP’s marketing plan commenced in 1995 and included the development of an Internet Web site, http://NARescue.com. A local Internet Service Provider designed the Web presence and assisted NARP with evaluating concepts for how product information would be seen by visitors to the site. Since NARP’s products were initially being marketed to the U.S. Government, Castellani found his Internet marketing niche -- all U.S. Government agencies and their purchasing authorities have access to the Internet right at their desktops. After nine months of Internet presence, Castellani has the following experiences to share with other small business owners.

NARP’s use of the Internet encompasses several major areas. Castellani introduces his products to interested government agencies, local and nationwide, via e-mail. Chat groups (real-time discussion groups) are joined, and NARP’s product line is promoted while assistance is provided by answering questions and giving purchasing advice to Chat group participants.

The Web site serves as a vehicle to "legitimize" the business. The Web site address appears in all marketing material. NARP’s product line and company name are now recognized all over the United States as a result of its Internet presence.

Many industries, such as Rescue Medicine, hold some type of convention regularly. The Internet community is catching on to this idea by holding Electronic Conventions where businesses are online during a specified time window so that information can be spread and inquiries answered real-time.

Customer and potential customer feedback are essential to honing product designs and to the research and development of new products. NARP plans to re-deploy its Internet site as a technology and information networking house through dedicated Chat Groups and user and marketing surveys. Online purchasing is also being considered if projected sales warrant that capability. Lastly, NARP will use its Web site for new product introductions.

NARP considers its investment in an Internet presence to be cost effective compared to traditional advertising media when used in addition to the traditional media. The Internet is a part of a marketing plan, not the marketing plan. The Internet provides immediate product information without the hassle of contacting someone on a telephone, and this information is available 24 hours a day.

"The Internet has helped take a product developed in a basement and make it recognized by the top levels of military and government agencies, the decision makers," states Castellani. Many small business owners strive to make such a statement.

Kenneth A. Mazur is the owner of CyberVillage Networkers. He can be reached at 410-579-1993.