Internet
Planning (Part2)
The
Agenda has begun a focus on the steadily
increasing importance of the Internet at all
levels of business and life.
While
the Internet is now a critical part of our
culture, there are key areas of understanding
that risk lagging behind in planning
efforts.
Focus
on the Next Two Critical
Areas
Positioning:
Positioning
is the intersection of an intended perception by
a client and the relation of that perception to
their view of competing
interests.
For
planning purposes 'Competing' goes far beyond
the relative merits of business competitors. Of
necessity, 'Competing Interests' should include
an understanding of alternate activities that
may cause prospective clients to turn away due
to time factors.
An
example might be a law or accounting firm that
no longer systematically adjusts information on
their website, believing that new clients are
coming from referral and that after the initial
view have no reason to visit the
site.
A
site that is not dynamic will not help keep the
firm in the forefront of client
minds.
*
Positioning should include a clear understanding
of the impression both intended to be made and
actually in place with clients and competitors
at the current time.
Interaction:
The
sequence by which you interact with clients and
allies should NOT be left to
chance.
The
use of the calendar is often at the center of
this planned element.
'How'
you interact is highly significant, but will be
lost under the pressure of competing interests
if contact is not being made on an ongoing basis
(preferably with a core of contacts
scheduled).
By
example: THE TRG WEBSITE is a
critical component for how we interact with a
broad network on an ongoing basis at least twice
a month to add value.
Of
the highest importance is not leaving
interaction to chance, but taking the time on a
regularly scheduled basis to plan and
adjust.
In
October we will finish this article with
Protection and
Planning.
