The New Wave of Online Marketing: Bringing the Consumer Information They Want
John E. Phillips 12.26.12
In the past, the only way the consumer could get outdoor information brought to his home was with an outdoor magazine or through an outdoor newspaper column. The writers who wrote these outdoor magazine articles and newspaper columns soon became the trusted friends of the outdoors community. Sportsmen believed what these journalists wrote because when they had taken their advice in the past, they had been successful using the tips and tactics these journalists recommended. These writers had credibility with outdoor sportsmen. When outdoor television became available, the consumer was able to see the journalist, watch him use certain products, go to hunting areas, use those products and be successful with them. So, once again, the journalist established credibility with the consumer and proved that the products he or she was using would perform as advertised.
As young people learned to use computers and went to the Internet for information, more consumers realized what a valuable tool the Internet could be for getting information and finding entertainment. They saw that outdoor information could be delivered not only through print magazines and print newspapers, but also through Internet magazines and daily Internet newspapers. Many of these Internet magazines combined the best of three world–written text, color photos, and videos.
Chris Dorsey, the president of Orion Entertainment, explains, “With the new eZines (Internet magazines), we now can show and demonstrate how to use products with videos. If the consumer wants to learn more about the products in the magazine, there is a link in the content that takes the consumer to that product on the company’s webpage. We know that many companies have email lists of their consumers who have bought their products in the past and want to know more about that company, its products, and the information that the company can provide to them. Many companies in the outdoor industry are racing to grow their email lists. Some are creating sweepstakes’ programs to solicit more email addresses. They want to grab those consumers and provide the information these people want as quickly as they can, before another company reaches that consumer. The responsibility of the company is to not only provide that consumer with product information, but with knowledge, information and entertainment that helps that individual have a richer and fuller outdoor experience. An eMagazine is a turnkey solution to give the consumer reliable, educational and entertaining information.”
The way people in the outdoors want to receive information really hasn’t changed that much. They want the latest breaking news about the outdoors, and they want to be entertained and educated at the same time. Besides eZines, one of the newer vehicles delivering the news of the day to the outdoor consumer is the outdoor Internet daily newspaper like Outdoor Hub, especially since many print newspapers aren’t operating any more or have cut-out their outdoor columns.
Most companies don’t have the vehicles or the manpower to create and distribute timely daily information to their consumer bases and other members of the outdoor community. However, the Internet provides a better and faster way to deliver daily information that is timely, relevant, convenient and trustworthy to the outdoor consumer.
“Today, the Internet is more relative to the consumer than the newspaper, since the Internet can deliver the information that the consumer wants and needs to a desktop, a tablet, a laptop computer or a SmartPhone,” Colin Anthony, Director of Content at Outdoor Hub, explains. “Due to the growth of mobile devices that can go to the Internet, the consumer can get the news he wants not only daily but at anytime during the day or night.”
For instance, a hunter who wants to get the latest news about the outdoors can read that news while sitting in a tree stand hunting or taking a break at lunchtime or drinking a soft drink while fishing. Outdoor Internet newspapers like Outdoor Hub deliver a headline and two or three sentences describing the article. If the consumer wants to read the entire article, he can tap the link and go to the full story–much like he once did with a print newspaper–reading the headlines and deciding if he wanted to read more or look for other information. The consumer’s reading habits haven’t changed that much, but the delivery devices that get the information to the consumer have become downsized and more portable. Outdoor companies who take advantage of Internet-based outdoor newspapers and magazines and use various devices to give outdoors people what they want and the entertainment they are looking for should see their bottom-line profits grow.
John, the 2008 Crossbow Communicator of the year and the 2007 Legendary Communicator chosen for induction into the National Fresh Water Hall of Fame, is a freelance writer (over 6,000 magazine articles for about 100 magazines and several thousand newspaper columns published), magazine editor, photographer for print media as well as industry catalogues (over 25,000 photos published), lecturer, outdoor consultant, marketing consultant, book author and daily internet content provider with an overview of the outdoors.
Phillips has been a contributor to many national magazines, has been affiliated with 27 radio stations across Alabama serving as their outdoor editor and wrote for a weekly syndicated column, "Alabama Outdoors," for 38-Alabama newspapers for more than 13 years. Phillips was Outdoor Editor for the "Birmingham Post-Herald" for 24 years. Phillips was also the executive editor for "Great Days Outdoors" magazine for 3 years.
The author of almost 30 books on the outdoors, Phillips is a founding member of the Professional Outdoor Media Association (POMA) and an active member of the Southeastern Outdoors Press Association (SEOPA). Phillips also is the owner of Night Hawk Publications, a marketing and publishing firm, and president of Creative Concepts, an outdoor consulting group.
Phillips conducts seminars across the nation at colleges in freelance writing, photography and outdoor education besides teaching courses in how to sell what you write to writers' groups. Phillips received his photography training as a still-lab photo specialist for six years in the Air Force. He was the chief photographer for Mannequins, Inc., a Birmingham modeling agency, for 11 years.
While serving as 2nd Vice President of the Alabama Wildlife Federation, Phillips was in charge of all press releases for the organization as well as serving as Chairman of Alabama's Big Buck Contest, which he founded more than 30 years ago. He also was president of the Alabama Sportsman's Association for three years.
Phillips is the recipient of a Certificate of Merit from the Governor of Alabama and the Department of Conservation for his work in the outdoor field. Phillips is vitally interested in the outdoors and travels the nation collecting personalities, stories and how-to information for his articles and features.
EDUCATION: B.S. degree from the University of West Alabama with a physical education major and a history minor.
EXPERIENCE: 10 years parttime and fulltime physical director for YMCAs and 34 years as a freelance writer, photographer, editor, book author, lecturer and daily-content provider for websites. Currently, Phillips is a field editor for Game and Fish Publications; serves on the editorial board of Grandview Media; is a regular contributor to 12 internet magazines and a daily content provider for 8 websites.
WRITING AWARDS: Runnerup - Best Outdoor Magazine Feature - 1981 - SEOPA; Certificate of Merit - Awarded by Alabama's Governor for writings on conservation; Most Outstanding Sports Writer in Southeast - 1983 & 1984; Best Outdoor Feature in Alabama, 1987 - Alabama Sportswriters' Association 3rd Place; Best Book of the Year - 1989 - SEOPA; 2007 - inducted into the National Fresh Water Fishing Hall of Fame as a Legendary Communicator; 2008 - received award naming him 2008 Crossbow Communicator of the Year from the Crossbow Manufacturers' Association; 2009 - GAMMA Honorable Mention for Consumer/Paid Best Essay for July/August 2008 in "Southern Sporting Journal."
