Using the Web to Market Services
While this may sound like a good idea, the resources required to create and implement these rich media components into your website can seem daunting to smaller retailers, specialty dealers and installers. Even those companies with small marketing budgets can leverage their relationships with manufacturers, encouraging them to provide rich, interactive media centered on total installed solutions. Hundreds of manufacturers have already made this investment for their product lines by developing video tours of their key products and making them available to their dealer network. This allows them to communicate key selling points consistently across their sales channels. Manufacturers also have a vested interest in doing the same for value-added installation services that are so critical to the product purchase decision and to ultimate customer satisfaction with their products
Manufacturers understand the value in encouraging shoppers to buy their products as part of a complete, professionally installed package for two key reasons. First, merchants who offer turnkey installations sell more because a complete package sale removes the fear, uncertainty or doubt that shoppers have when eyeing a self-installed path. And customers who buy the installation service tend to rave about the end result – and every component manufacturer wins in this circumstance. Additionally, a professional installation package means the new home theater system is working as it should, resulting in the best experience for the consumer.
The lesson here? Most shoppers will develop their first impression of your business while shopping online for the products you sell. Engaging rich-media tours of your products and services will entice shoppers to select your business and opt for total package solutions. Put as much effort behind presenting your products and services online as you do in-store. You don’t need to be a national retail chain to do it, simply leverage your existing relationships with your manufacturers to populate your online store with engaging and informative video content. The result? Shoppers will choose those merchants that most effectively present a “why to buy” story of utility, quality and value in the full solutions they sell.