Using all the available online and offline communication and advertising tools to promote site visibility. How to use search engines, PR and online advertising tools to compose the right media mix online.

Which techniques and tools must we use to attract visitors who are potentially interested in our products and services, rather than just traffic? How can we get ourselves found by these potential customers? How should we promote our positioning within search engine results? Which online and offline channels should we use to optimize our capacity to intercept and reach our target audience? So how should we go about creating the perfect media mix online?

Cri: "By now we’ve got some idea of which online and offline channels we should be using, but how much should be invested in each channel at the time we launch and in the ensuing period? And what instruments should we use, given the target market we are trying to reach?"

Leo: "Let’s look again at our targets/objectives/models diagram; if more than 70% of our site is aimed at students, we will invest at least 70% of our budget in attracting them. Since our main objective is to build a durable, profitable relationship with them, we must be committed to lead-generation actions, such as:

• newsletter subscriptions
• ordering, for example, roller skates
• subscription to the site

Jacques: "So how should we distribute and program our marketing initiatives over time?

Leo: "While visibility plans can be as rich and complex as we like, we must, in all cases, find a logical thread, one that is coherent with our growth objectives for the site. Look at this design: I have taken into account a whole series of promotional initiatives and online campaigns that are aligned not only with our objectives but also with the evolution and growth of the site (from presence to product to experience).