<div><p>On the topic of content-managed web sites, one of the most common changes clients want to make is adjusting monthly or time-sensitive specials.&nbsp; The concept of the Internet-only special or &ldquo;Check our web site for special deals&rdquo; is fairly common.&nbsp; However, if you don&lsquo;t run specials the right way you run a big risk of...</p></div><div><p>On the topic of content-managed web sites, one of the most common changes clients want to make is adjusting monthly or time-sensitive specials.&nbsp; The concept of the Internet-only special or &ldquo;Check our web site for special deals&rdquo; is fairly common.&nbsp; However, if you don&lsquo;t run specials the right way you run a big risk of lowering the bar both on value and the perception of value.</p><p>For starters, it&rsquo;s important to understand your purpose for running a special.&nbsp; Are you trying to create emergency cash flow, trying to cover your stretch for the month?&nbsp; Are you trying to compete vigorously with a competitor or apply pressure to a competitor?&nbsp; Are you introducing a new service?&nbsp;&nbsp; Is there a seasonal reason why you would offer a special?</p><p>Today, I will focus on two of these reasons for specials, both of which can be accomplished with a Mission Control content managed site AND will not reduce the perception of value.&nbsp; Using the In-Site Advertising feature on a Mission Control content managed web site, you can set up two campaigns like this:</p><p>1) Vigorously compete with specific competitors.&nbsp; Let&rsquo;s say that you have a competitor who overlaps you geographically.&nbsp; You can set your In-Site Advertising feature settings to recognize visitors to your site who come to you from a geography close to these competitors.&nbsp; For those visit only, you can program certain ad panels of your site with promotions that are specifically geared to compete vigorously with those competitors.&nbsp; You may not want to offer the deal to everyone but you are willing to offer a specific deal to someone who is close to one of these competitors geographically.&nbsp; This can apply specific pressure to patients in a certain geography you would prefer to dominate.</p><p>2) Introduce new or complimentary services. One way to use promotions is to vertically market.&nbsp; You can use the In-Site Advertising feature on a Mission Control web site to accomplish just this.&nbsp; By advertising residual injectable procedures that compliment the procedures found on your surgical pages, you can let the promotions on your site create some upselling potential.&nbsp; For instance, on your eyelid lift page, you could have an ad panel that only runs an injectable special on that page.&nbsp;&nbsp; By putting the two ideas right next to each other, you lay the groundwork for a discussion that includes injectables and an eyelid lift.&nbsp; This discussion may happen anyway in consultation but if you drop the idea here and incentivize it with a special promotion, you may pick up a surgical patient and residual patient who comes in frequently after surgery for injectable treatments.</p><p>The Mission Control site can help you enable a lot of sophisticated and sensible marketing strategies.&nbsp; If you want to discuss how Mission Control can benefit your Internet strategy, please email me at <a rel="nofollow" href="mailto:donald@dogstarmedia.com." target="_blank">donald@dogstarmedia.com.</a></p></div><p><strong>Read more</strong>&nbsp;<a class="rssreadon" rel="external" title="Promotions and Your Web Site" href="http://dogstarmedia.com/blog/entry/promotions-and-your-web-site.html">http://dogstarmedia.com/blog/entry/promotions-and-your-web-site.html</a></p>
