Using the Web to Market Your Roadside Vegetable Stand
 or Darn Near Anything

As Seen in the Business Monthly

An associate tells me the significance of the Web is overblown when you consider the small percentage of transactions conducted online. 

I agree, but mention a recent survey by GVU showing that 52 percent of Web users list shopping as a primary use of the Web. Even more remarkable I say, "another report shows that 40 percent of all U.S. auto sales come from the Internet."  "Not impressed," he replies, "the sales weren't actually made over the Internet." 

True. By reading the fine print we learn that, in the case of automobiles, only two percent of buyers actually made the purchase online. So the Internet is not all that significant, he concludes. Wrong. Using this reasoning, TV, billboards, print ads and direct mail are completely worthless since they yield zero sales. After all, you can't actually buy anything from a billboard. Online sales (when people pay online) are highly desirable for high volume retailers but are often not an important objective for everyone else. So the question to be asked is, how does the Internet stack up to these other media? More and more the answer is, extremely well. 

For business, a promotional effort that efficiently turns a sale is valuable. The mode of the actual transaction is of less importance. Of importance is that 40 percent of U.S. consumers looking for cars use the Internet in their approach to gathering information, making decisions and seeking out an auto dealer. The Internet can often reach more people dollar-for-dollar than any other media and since people are obviously very eager to use the Internet as a part of their buying process, it is clear that the sales and marketing landscape has profoundly changed. Further, the Web has more depth of content than most other media and can bring a customer closer to the ready-to-buy stage. 

The trick is reaching your target market and getting them to act. For local businesses such as auto repair, restaurants, and the roadside fruit and vegetable stand, the challenge is greater, though not impossible. 

Imagine you are selling vegetables from the roadside stand on your farm. How could the Internet possibly help? How about developing a list of customers who wish to receive reminders and coupons via e-mail? I would love to get an e-mail from the local produce stand reminding me strawberries are in season and when they expect to sell out. The costs of setting up such a system are terrifically low compared with the potential bounties. And what customer wants to show up for Stayman Winesaps and find they were sold out two weeks ago? 

For many businesses, generating good leads from the Internet is the objective, with online transactions mere icing. Making the sale online often isn't the primary issue. Rather, it's making a connection with a customer. With that in mind you can sell cars, vegetables, or darn near anything using the Web. 

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Odin Wortman is president of Internet Marketing Solutions, a firm that designs profit centered web sites and helps businesses use the web strategically. He can be reached at 410-799-9283, by e-mail at ask@IMarketingSolutions.com or on the web at http://www.IMarketingSolutions.com.