A classically trained marketer who has learned his lessons in New York's most celebrated advertising agencies, Larry Chase is one of the original pioneers to open shop on the Internet in 1993.

As a strategic award-winning writer for several New York advertising agencies, Chase spent 16 years working on consumer goods, business-to-business accounts, radio, print, television, and direct response. When he discovered he was writing for a medium he wasn't watching much anymore, he decided to write for a medium he was passionate about: the Internet. In 1993 he started the first online ad agency and was featured in the press for having done so.

Viewing the Internet through that marketing lens, Chase's experience in traditional marketing enables him to help Fortune 500 clients discern which classic marketing principles endure in this new medium and where the new thinking must begin. It is his integral understanding of both media that makes him uniquely qualified - and internationally recognized - as an expert on the Internet.

The author of the bestselling book, Essential Business Tactics for the Net, Chase currently released the second edition of the book in which he shares the lessons learned, the secrets kept, and the winning strategies garnered from his experience and those of his clients, including Con Edison, 3Com, EDS, New York Life, AutoByTel, Liberty Mutual, Time Warner and myriad others, both large and small.

In addition to writing books and maintaining a consulting practice, 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.

Chase is often sought by the news media 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 him, or syndicate his columns and reviews.

• 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. Larry shares the best and brightest examples applicable to you. These examples come from his experiences with clients and from his 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. We examine how online marketing mimics direct marketing while underscoring 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. Larry shares with you some of the indicators he uses to determine what's real and what isn't. In this presentation, Larry invites 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.