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Guest Editorial
Hurricane Protection and the Internet
There are a lot of good reasons for going online.
By Scott D. Kuntz
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Most
of us are actively seeking information on the Internet. Some of us
have already made purchases of one sort or another there. Travel related
expenditures are the most common Internet purchases for today’s
consumer. Airlines, hotels and rental car agencies are reaping the
largest revenues from the online explosion. Hurricane protection is
just starting to find its way onto the World Wide Web.
Hurricane protection companies and suppliers have many reasons for
developing and maintaining Web sites.
• Online Sales
1. There are companies that allow you to shop on their Web sites.
Just fill your basket and lay down your credit card. A few days later,
UPS is at your door. This concept for hurricane protection has not
yet caught fire, and I don’t suspect it will soon.
Consumers need help with complicated custom orders. They need installation
and want recourse available to them from a local provider. Credibility
has suffered with the demise of many well-known dot-coms.
2. Some companies use a dealer/member program and have closed access
to a limited number of clients to receive quotes online. They also
give their members the ability to place the order on the Web site.
• Marketing/Advertising
Having a Web site can be an excellent tool for providing exposure
for a company. The Web site address can be publicized in many ways,
sending the consumer traffic to the site to receive the desired message.
Other strategies include banner advertising. This can create exposure
on a totally unrelated or related site and put your potential customers
just a click away. Some opt to use linking and reciprocal links. When
your company is mentioned on a similar site, a customer can reach
you through a text or logo hyperlink.
These decisions are based upon evaluation of cost effectiveness.
• Complimentary Programs
Most companies are not using their Web site presence as their sole
means of advertising. The trend is to use the site as a compliment
to other forms of marketing. Once a customer is aware of your services,
it becomes natural to send them to your Web site to reinforce your
message and to increase your credibility. It is like having a reference
or a testimonial on your own company’s behalf.
There are many hurricane protection Web sites that offer free hurricane
related information and double as a useful public service and helpful
educational tool.
DON’T DABBLE
Another important issue related to our industry and the Internet is
hurricane awareness worldwide with the global reach of any Web site.
Recent technological advances have allowed for the ultimate in hurricane
tracking and accurate forecasting. Along with these improvements,
the media is eager to bring all of this information firsthand to the
audience. Hurricane awareness has swept the planet.
Is your site going to be found by a potential customer in Japan? Maybe
not, but you might have trouble being noticed in your own local market.
There are as many differing opinions on what it takes to be found
online as there are opinions about what is happening with the Florida
Building Code.
It is really easy to spend your entire budget and not see any positive
results. I recommend that you do a lot of research and consult with
experts before you dabble in the Net. Every day there are more search
engines and purveyors of domain names. Take the time to make sure
your Web site is effective. It can be a work in progress for many
years. Be careful and don’t hurry, there is always room for you
in cyberspace.
Scott D. Kuntz is marketing manager for All Florida
Hurricane Shutters/MAGNUM FORCE™, Ft. Lauderdale, FL; (800) 432-1803;
www.hurricaneshutter.com;
www.hurricaneprotection.info
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