Wednesday, August 19, 2009

Primary & Satellite Redux

Some viewed the post “Are the Domains Deployed?” and had questions related to how the primary and satellite model referenced operated. This explanation is going to be geek-speak free as it is meant for CEO’s, President’s & VP’s who have technology people which they can confer.

Step 1
Your enterprise already has an existing website displaying diabetes management supplies. It does not matter if your website offers diabetic supplies only or sells other products in addition to diabetic supplies.

This website is called the “Primary Site”. The primary site has a database which contains all of the artwork, product data, and company information.

Step 2
Your enterprise acquires search phrase domains that make up the Diabetes Management category:
  • GlucoseTablets.com
  • AlcoholSwabs.com
  • Lancets.com
  • BloodGlucoseMonitors.com
  • GlucoseTestStrips.com
  • InsulinSyringes.com
  • InsulinCases.com
  • BloodPressureMonitors.com

These are to be referred to as “Satellite Sites”.

(Note- some parties are interested in a hefty portion of and/or the entire portfolio, but that topic will be covered in another blog)

Step 3
Your technology people make modifications to your “Primary Site” enabling it to feed relevant artwork, product data, and company information to the “Satellite Sites”.

Voila, your enterprise has just deployed a significant number of well qualified, highly specialized sales representatives (aka Satellite Sites) covered with your brand, product and company content, positioned to dominate the Diabetes Management category.

In closing, see stunning examples of similar execution: http://www.hayneedle.com/ and http://www.csnstores.com/

PS. Do not let your technology people tell you that this is difficult or obscenely expensive because it is not. The model is not new.

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