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Technology Stocks : CheckFree Holdings Corp. (CKFR), the next Dell, Intel?
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To: Shane M who wrote (8872)8/8/1999 8:29:00 PM
From: Tapcon  Read Replies (2) of 20297
 
The above two posts raise some excellent concerns on how to reach the bill-paying target audience and convert them to go the EBPP route. I hope the marketing and strategic planning folks at CKFR monitor this site closely.

I too have read stats on who pays the bills in most North American households. And I can imagine it would be quite easy for the executives at CKFR to forget that they would be targeting a predominantly female audience. (Look how long the PC game industry took to develop some decent software titles for little girls, tho it is a vast market.)

The marketing department has a real (but exciting) challenge going forward. And it seems to me that portals DO have an inside track at the outset. Combine the popularity of those portals with a traditional media promotion campaign which addresses the fears of : Who is going to help me if I make a mistake? How hard is this to learn? And how about this one: Is there a way to immediately talk to a HUMAN BEING rather than a voice menu if something goes wrong! I could picture this as a great comparison to prompt people to try *the new method*: Show a picture of somebody trying to straighten out a credit card mistake and getting a voice menu versus: somebody getting a human being on the service side of EBPP. Boy! Would that hit a responsive chord!

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