Posted on: Wednesday, March 9, 2005
Web sites key tool for businesses
| • | Suggestions on getting started |
By Catherine E. Toth
Advertiser Staff Writer
Patrick Ching knew Waimanalo wasn't the busiest retail or tourist spot on O'ahu.
Deborah Booker • The Honolulu Advertiser Nine years later, Naturally Hawaiian Gallery & Gifts, which sits on the site of a former gas station, has lured a steady flow of loyal customers, even the wayward tourist, searching for unique, locally made gifts and Ching's artwork.
But it wasn't until he launched his Web site six years ago — then updated it a few months ago — that his customer base began to grow. Exponentially.
"I didn't do it primarily to see how much money I could make from it," said Ching, 42, who also moonlights as a rodeo clown. "But it's become a significant part of my business."
He has received orders for his artwork and books from all around the world. Recently, he sold a large painting of a horse for $1,200 to a man in Texas who wanted to build his house around it.
"That was a good sale," Ching said with a smile.
Businesses, no matter how small, can benefit from having some sort of Web presence, experts say. Not only is it a way for companies to advertise their products and services, it's also become an expectation of consumers who often turn to the Internet to research their options.
"In today's competitive marketplace, it's a way of communicating to customers that can't be ignored," said Dana Alden, a marketing professor at the University of Hawai'i-Manoa. "Just about every business should have a Web presence, for no other reason but to provide information to the person looking online and let them know they're there. It's become an expectation. People are actually surprised when they don't find a Web site."
Investment pays off
A basic Web page done professionally can cost anywhere from $300 to $500. A more complicated site can cost thousands of dollars.
And that's just for the initial design.
Maintaining and updating these sites — not always the strength of small-business owners — can drive up expenses. But, experts say, the investment will pay off.
"Web sites really are one of the most cost-effective ways businesses can leverage their marketing dollars," said Jeremy Bennett, partner with Joots Inc., a Kaimuki-based marketing/advertising/design firm that focuses on both traditional and new media. "It really is a 24-hour presence. It's open all the time. If you send somebody to your Web site, it will be there."
Businesses can tie in all of their marketing and advertising efforts to the Web site, Bennett said. Print and TV ads, business cards and other promotion material should publicize the company's Web site, drawing people to yet another vehicle to market its products and services.
Companies also can use their sites to offer promotions that get online users into their retail stores and restaurants, thus improving their sales — the ultimate goal of any marketing endeavor.
"Everything should lead back to the Web site," Bennett said.
Online 'showroom' Two years ago The Compleat Kitchen, with locations at Ala Moana Center and Kahala Mall, launched its Web site to sell its speciality products online.
The company is now redesigning its site, creating a Japanese version to boost online sales from Japan, which haven't been very significant because of the language barrier.
The new site should be up and running by April.
"It's like a showroom of our merchandise," said owner Mike Okamura. "Customers can see the real items online. ... That's one of the advantages of the Internet."
Ching hopes his Web site will help him get his artwork and books into different global markets.
His online presence already has contributed to his company's growth.
Last month, he opened a satellite store in Na Mea Hawai'i at Ward Warehouse. His Saturday art classes, which he advertises online, are booked. And he's planning to open a gallery on the Big Island this year.
"I don't think there's any downfall to having a Web site," Ching said. "It's just opened a whole new world for everybody to communicate with each other. ... It's a real exciting part of growth for my company and the Web site has been a big part of that."
Reach Catherine E. Toth at 535-8103 or ctoth@honoluluadvertiser.com.
But he loved the country feel to the sleepy town and decided to open his gallery there.
Patrick Ching, owner of Naturally Hawaiian Gallery & Gifts in Waimanalo, says his Web site has "become a significant part of my business."
| Suggestions on getting started
Many businesses have found operating a Web site to be an invaluable tool to promote their products and services. For those interested in setting up a Web site — or updating an existing one — here are some tips to help you get started: • Consider what kind of site you need: Although most companies can benefit from having a state-of-the-art Web site, experts say that not all businesses need to invest a ton of money into one. A surfboard shaper, for example, may only need a basic site to provide information about his company. But e-commerce may not be a worthwhile component to the site, especially considering the expense to ship surfboards around the world. "You should do a cost analysis to see whether it's going to be a good fit and whether it's going to be a huge benefit to the business," said Web designer Noel Mackisoc, owner of Kokua Tech. "Sometimes it might not be worth it." • Know your audience: One of the most common mistakes business owners make is setting up a site with poor design. That could mean the site is difficult to navigate, not compatible with most browsers or doesn't feature what the customer wants. "It's really not considering the end user," said Jeremy Bennett, partner of Joots Inc. "You have to know what your customer wants to see, what's going to be most helpful to them. You have to build with the user in mind." • Create a flexible site: The Internet is always changing and evolving, Bennett said. It's important for sites to be created to accommodate change. "The nature of the medium is that it is always in flux," he said. "If (your site) is built to accommodate change, you'll be far better off." • Provide useful — and updated — information: Some businesses should change their Web content daily; others can update their sites twice a year. It depends on what you're selling and how often your inventory changes. But stagnant content can discourage repeat visitors to your site. "It needs to be continuously updated," said Dana Alden, a marketing professor at the University of Hawai'i-Manoa. "It has to have some changing features that bring people back. People have to find value in it." • Offer feedback option: Today's customers like instant feedback, Alden said. Business owners should be quick to respond to customers' inquiries, comments and questions. And the Internet is a great way to provide that instant communication. "It's an avenue for two-way communication," Alden said. "And these days there are expectations for instantaneous communication." • Stay consistent with your brand: You Web site should be an extension of your brand, Alden said. The message about your company and the products or services you're offering should be consistent from the Web site to your marketing plan. "You should present your brand in a very comprehensive and positive way, the way advertising and salespeople do," he said. • Be wary of international commerce: Patrick Ching, artist and owner of Naturally Hawaiian Gallery & Gifts, has customers from outside the United States send him a money order before he ships out his artwork. And he doesn't accept international credit cards online. "There's so much fraudulent activity in some countries," Mackisoc said. • Stay informed: Find someone who knows Internet and Web design trends to keep you up-to-date with changes to the medium. "You want to have someone who can advise you on the current state of the Internet and help you chart a path that takes into consideration your needs and budget," Bennett said. "It's like having a good lawyer or accountant." — Catherine E. Toth |
