In Print » August 2011 » Departments » Online Strategies

Set aside the textbooks, challenge the conventional, and dismiss what the so-called experts say. Instead of that "safe stuff," speak from the heart about why your product selection is so unique and innovative. Tell your story in a genuine way so people can see your real passion and your true expertise.

I started The Chef's Catalog in the early 1980s. I recently reviewed that very first mail-order catalog. It had a pretty good positioning statement. It was clear about who The Chef's Catalog was and what it stood for. It was a message targeted right at the heart of my customers' needs and wishes. I asked myself these questions: Who is really going to consume this product? Is there a demand for it? I also had to figure out and communicate with my audience about how much they would pay for professional restaurant equipment for the home chef. Because at the end of the day, if you can't generate an economic return, if you can't make a profit on it, it's not worth doing. Be clear with your message and trust your instincts.

Here's the welcome statement to my customers in that very first catalog:

Now, if you are an e-tailing startup or are ready to take a fresh look at your existing website, what can you learn from successful Internet retailing innovators?

Marshall's "What Can You Learn?" List:
Product recommendations are effective. Include cookware recommendations from famous chefs, your customers and renowned cooking authorities such as cookbook writers and Cook's Illustrated magazine. Be sure you include many customer reviews. They can be incredibly influential when new customers are deciding on their purchases.

Create a Web system architecture that will allow you to collect customer purchase data. This system will enable you to follow-up with an email blast message to customers with cross-sell and up-sell offers.

Add links to your website. For example, if you're selling pots and pans, create a link to a gourmet food site (a partnership where you each drive business to each other's sites). This can generate revenue for you as each hit on your partner's site coming from you is credited to you.

Spot new trends? What's hot? What stood out at the International Housewares Show, the Gourmet Housewares Show, the Fancy Food Shows? Position your site as a trendsetter. Feature a "What's New!" section prominently on your site.

Don't get hung up on the bells and whistles of technology. When you work with your Web designer, remember: It's not about technology. The designer is no longer simply responsible for the visual look of a page, but is the architect of the navigation and retrieval system of the document. You don't understand how complicated it can be to include a simple clip of streaming video. Stick with text and still photographs when you start up your site.

Keep you focus on teamwork, communication and clearly stating your objectives. Your top priority is getting your message across and making sure the visitor has a positive shopping experience. You'll go a long way toward achieving those objectives if your pages load quickly (determine how many pages you'll need) and you've also included descriptive key words so you can be listed on the popular search engines and directories.

Searching the Web. How do you announce your new website? How does anyone know you're out there in cyber space? Website promotion is the art of matching your site with the people and places most likely to visit it. Like any business entity, an online presence doesn't serve any productive purpose if no one knows it's there. So how do you unlock the door between you and your target audience?

First, you can submit your site to directories. Be sure you site is accessible to automated search engines and Web directories. Search engines all rely on spiders to automatically crawl around and investigate Web pages. Simply Google "Searching the Web," and you'll find search engines and directories.

Promoting outside the box.What's out there beyond search engines and directories? Every site has a very specific audience. There are many services out there that want to classify it. There are writers, reporters and editors who want to cover interesting events. You need to hunt down the sites that can do you the most good. For example, sponsor a "serious cooks" discussion group at your store (online and offline). Cooking enthusiasts then will have a vehicle to share cooking tips, recipes and their favorite tools of the trade.

Create an icon on your website's homepage; when visitors click on that button, they can sign up for the discussion group. You'll be surprised at the response. You might have people signing up left and right. There are directories, guides, editors and writers who specialize in promoting the most interesting e-mail cooking discussion groups. Now you've created a promotable feature on your website. This gives people a good reason to visit it.

During the holiday season, I suggest launching a feature on your site that's jam-packed with Thanksgiving and Christmas recipes and cooking tips. You may even make it into USA Today

It's still early in the ecommerce game on the Internet. The medium still is in a growth phase. The opportunities still are available. No single company has built an unassailable citadel for selling kitchenware yet. The Internet leaders who have prospered —the Amazons, eBays and Yahoos of the world — have lessons to teach you. Check out their sites, and study how they merchandise their products, promote their features and communicate with their audience. The holiday shopping season is just around the corner. Do you have your digital strategy in place? This is your season to go for it!

Marshall's Most Effective Ways to Drive Traffic to Your Site:

• Email blasts to customers and prospects.
• Affiliate programs. Partner up with a complimentary firm.
• Public relations. Publicize cooking classes, cooking discussions, cookbook signings and recipe sharing sessions during the holiday season.
• Direct mail. Announce special events and special sales.
• Daily discounts on your website.
• Sponsor a recipe contest, and promote it online, offline and in your store.
• Banner promotions. Splash a "Cooking Enthusiasts" week banner across the homepage on your website and in front of your bricks-and-mortar retail store.

Marshall Marcovitz is the founder and former CEO of Chefs Catalog, a leading Internet shopping site. Currently, he is a lecturer, university professor and marketing consultant. He may be contacted at mmmellow9@yahoo.com