Larry Chase

Larry Chase

Original Internet Marketing Pioneer
Fee Range
Exact fee falls within this range
Traveling From
New York

Program Descriptions

Customer Relationship Management (CRM) - Internet Style
The Net is an extraordinary tool for acquiring, maintaining and rewarding both clients and customers alike. In this presentation we examine how you can leverage the Net, (and your own existing networks), to your specific circumstances.

Using the Net to Work Faster, Cheaper, Smarter
Being smart about saving money and running a tighter ship is always in vogue and is often a competitive advantage. "Faster, Cheaper, Smarter" can be applied to any segment of an enterprise, no matter if it's HR, Purchasing, Marketing, Sales or Production. I share the best and brightest examples applicable to you. These examples come from my experiences with clients, and from my years of observing what works and what doesn't work as publisher of Web Digest for Marketers.

Benchmark Survey
Who are your top three competitors? What can their websites teach us? How are they stronger than you? How are they weaker? How do their efforts match up against yours? These are the sorts of things examined in this presentation. We examine not only examples in your category, but also in your "Contiguous Category" and "Far Away Category". You can often be the first to migrate good ideas into your own category and thereby claim a competitive advantage.

Internet Marketing i.e. Direct Marketing
Good Online marketers are Direct Marketers, whether they realize it or not! Click-throughs equal lead generation, a banner is really an outer envelope and actions such as sales or subscribing to an email newsletter are conversions, in direct marketing speak. Tracking response rates of different copy, different offers and different email lists also has direct marketing written all over it. So yes, we examine how online marketing mimics direct marketing, but also underscore how it is different. After all, every new medium offers both new approaches as well as some drawbacks.

How to Survive: How to Thrive on the Net
Even with all the .com carnage, no one is seriously saying the Net was a flash in the pan. We all know it's here to stay and continues to have a profound impact on our business and personal lives. So what then is your relationship to it? Or what should it be? Maybe it's more of a productivity tool than a marketing tool for you, or maybe vice versa. In short, what is a sensible agenda for you and the Net? Knowing where not to go is every bit as important as where you ultimately journey to on the Net. Remember "push technology?" You want to be sure to avoid the next "push technology" but be on board for true trends like Email Marketing. I share with you some of the indicators I use to determine what's real and what isn't. In this presentation I invite the audience to write down "future headlines," and to share them during Q & A. This exercise gets people to think about what may happen next in their own realm, how it might affect them and what they can do about it now.


Biography Read more

Larry Chase is one of the original pioneers to open up shop on the Internet way back in 1993. Since he’s been around the Net longer than most, the news media seeks him out regularly for his insights into the Internet. Business Week, The New York Times, USA Today, Inc. Magazine, CBS, CNBC, CNN, and scores of trade magazines and newsletters either quote Larry, or syndicate his columns and reviews.

In his book, Essential Business Tactics for the Net, 2nd Edition, Larry shares with you the lessons learned, the secrets kept, and the winning strategies garnered from his experience and from those of his clients. Some of those clients include: Con Edison, 3Com, EDS, New York Life, AutoByTel, Liberty Mutual, Time Warner, and myriad others, both large and small.

Larry Chase is a classically trained marketer, who has learned his lessons in New York's most celebrated advertising agencies, such as Young & Rubicam, DDB Needham and Backer Spielvogel Bates. It is through that marketing lens that he views the Internet. With 16 years of experience in traditional marketing, Larry is able to help his Fortune 500 clients discern which classic marketing principles endure in this new medium and where the new thinking must begin. His integral understanding of both media is his unique selling proposition to clients.

In addition to his book authoring and consulting practice, Larry Chase publishes Web Digest For Marketers, the first online marketing newsletter. Its reviews are read by over 150,000 people monthly. Over 1300 web sites point to it and in any given month, 3 or 4 print publications either quote from it or suggest readers subscribe to it. WDFM reviews have been syndicated to Advertising Age, DM News, Business Marketing Magazine and others.

Larry Chase is an internationally recognized speaker about the Internet. He’s presented at the Direct Marketing Association, Fidelity Investments, Electrolux, American Society of Travel Agents, Nationwide Insurance, National Leasing, and the Dutch Marketing Society, to name a few.

Larry was a strategic award-winning writer for many New York advertising agencies. For sixteen years he worked on consumer goods, business-to-business accounts, radio, print, TV, direct response, the works. When he found he was writing for a medium he wasn't watching much anymore, Larry decided to write for a medium he was passionate about, the Internet. That was back in 1993 when he started the first online ad agency and was featured in the press for having done so. This was all long before it was chic to be geek:). The experience and perspective of his background in advertising has been invaluable in these uncharted waters of marketing on the Internet.

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