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Thursday, December 30, 2004
Toral: Build it, break it
By Janette Toral
Digital Filipino
Brand management. Last year, I got the chance to read an article from Dr. Ned Roberto and his son, Ardy Roberto, about building and breaking brands.
They cited several companies as examples of how their brands were able to get known in one particular niche. But as soon as they launched new products catering to new market segments under the same brand, these products became major flops.
Building it. In the Internet business, I must admit that the same rule applies.
When DigitalFilipino.com started, it was promoting only one book. Soon, we found ourselves expanding into complementary products like Internet research, software process improvement e-books, the selling of Dr. Ned Roberto’s e-books, training and club membership.
Although these products benefited each other and their target audience, the diversity caused confusion among site visitors.
In this area, I try to learn from fellow Internet entrepreneurs.
My favorite model is Shery Ma Belle Arietta of EWritersPlace.com. She manages numerous websites and domain names. When you visit her site, you will realize that each major product of hers has its own brand and domain name, marketing programs and customer value selling point, among others.
Breaking it. Taking advantage of the Christmas season, I started breaking my product line, distributing the products into several sub-sites.
The software process improvement e-book and training can now be found at
www.cmmiphilippines.com. Surprisingly, the launch of the website immediately generated e-book sales.
I also made a re-write of our club membership website at www.e-commercephilip
pines.com.
We are now campaigning for membership renewal, and the site copy writing change helped a lot. Testimonials given by current members were of great help too.
We have announced that today, the site www.internetstatsreport.com will focus only on our research reports.
Through this site, I hope we’ll be able to reinvigorate our program on Internet statistics updating in the country.
Rebuilding it. If you feel you have great products that are not getting the sales exposure they deserve, perhaps it is about time you started breaking your brands and products and rebuilding them again. The results may just be well worth it.
(janette@digitalfilipino.com)
(December 30, 2004 issue)
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