Internet Revenues--Showing Up Just Isn't Enough
The main objective, says Panchak, is to give the visitor a reason to return.
"In the broadest sense, our goal would be to leverage the most effective technology in order to communicate our industry leadership and company value to customers, investors and employees," Panchak says. "We just underwent an upgrade that we launched in June and we believe we exceeded our goals for the redesign. It doesn't end the process because we're already undertaking the next phase of the redesign."
Invisible Bottom Line
Not all Web sites leave a crystal-clear dollar sign impression in the profit ledger. Mark Tennant, vice president of electronic imaging and new business development at Los Angeles-based Anderson Lithograph, feels his company's site has helped generate revenue in ways that are not readily apparent.
"We certainly have people who use it as a resource and then contact us from that, but to say we generated x amount of dollars from having it is tough," Tennant admits. "I think we have a unique set of tools—many links to industry organizations and also links to our clients' sites. We have our own co-generation power plant and we get a lot of hits from people just inquiring about co-generation." Anderson's co-generation power plant renders the company's VOCs harmless while producing 5.1 million watts of electricity.
Tennant sees Anderson Lithograph utilizing the Internet more in the future for functions such as billing and information transfer. He says the company already boasts request-for-quote capabilities from its salespeople, who can send quotes remotely to have them generated. Anderson also enjoys full T1 lines and digital file transfer to accomodate client jobs.
Customization challenges and the unique needs of each printing job may be the biggest stumbling blocks facing the sale of printing online, but at least one company is using its Web site as an opportunity to gather even the most minute information to provide quotes to potential customers.