Channel Crossing: Guiding Customers to Web Sites

Use the Web to take “friend-get-a-friend” marketing options further. In addition to offering bonuses on new leads, encourage visitors to pass along articles, irresistible discounts and virtual postcards.

The photo services of Ofoto and Snapfish have turned this into a science. When a customer has film developed, the service produces online photo albums that the customer sends to friends and family members, who must register at the site to view the photos. This introduces new prospects to the site and creates new marketing opportunities.