<i>&gt;From 22 May 1995 Brandweek magazine:</i>
" Fallon McElligott, Minneapolis, which won the BMW business in March, is
constructing a site on the worldwide Internet web. The initial costs of
such efforts range from about $300,000 to $750,000, industry insiders
said."
I thought so.
You thought what?
Sorry Keith, this isn't personal, just fundamental difference of opinion. I
never cease to wonder at the wisdom of deep pockets that assume cost equals
effectiveness! Additionally, it is of interest to me that nobody has yet
discussed the techie side of providing a corp. site in their suggested
"costs".
IMHO, this is analogous to Super Bowl advertising costs. Just because
someone is willing to pay, does not translate to good business. And what do
they get for their money? A full ISP inhouse with T-1 and all hardware to
support such a humongous site? Does it include a marketing team to
intergrate and coordinate all marketing efforts throughout the year? Are
there going to be lots and lots of origianal artwork and high-end graphics
done from scratch? (which few will load) Does BMW get their entire parts
catalog online for benefit of their service depts.? Or what?
This conversation is almost like asking how long is a piece of rope? And in
the same breath, asking how much it will cost?
A piece of rope needs to be just long enough for the job. But until you
know what kind, how long, what color, and what it's required to do, the
question of price is totally irrelevant and irreverent!
Which brings us back to media talking about media. The TV and Print media
have been so involved with giving awards to themselves for creative
advertising, that most of the world has come to assume that an ad with an
award must be something of great value. OTH, evidence indicates that
agencies seldom, if ever, ask if the ad actually worked for the client. The
client doesn't hand out the Cleo Awards, or there would be far fewer of them
awarded!
Any idea how many great, wonderful, exciting and "awarded" ad campaigns lose
money for their clients? Many! Just to name a couple, Try...
"Where's The Beef?"
"Heart Beat Of America"
and, even the exciting, pink bunny!(Quick Now, which battery is
that?)Might be of iterest to know that reports indicate The Copper Top
increased market share while the Pink Bunny marches across the planet. Now,
there's a great marketing concept!
...Yet all of these won awards. Oh, goody! If it isn't working, let's do
more of it and see if we can make up for the red ink with more of the same!
So it is still MHO that cost has very little to do with value on the Net.
That is a paradigm that does not necessarily apply. In fact, I believe it
even proves the oposite... people with deep pockets just may be more
suseptable to con artists.
More likely, they are just the result of "Group Think" that buys into agency
processes.
Frankly, it is just plain stupid marketing to commit the kind of money (BMW)
is supposedly putting up without extensive testing, testing and testing.
That is the first rule of any marketing campaign worth it's paper (or
bytes). While it is obvious that most major corps. do not, and never have,
understood this concept, it surely doesn't need to become the norm on the Net.
And I personally don't give a !@*!! what the big boys are doing with their
money. It is not necessary to follow this routine to either create a
reasonable site, nor to charge such for one. While there may be genuine
requirements that include extensive programming, hardware and consulting,
the actual web site construction is altogether another story.
Oh boy! This is such fun!:)
do
____________________________________________________________________________
_________
Daryl Ochs, Director of PRO MARKETING ASSIST, Building
Million Dollar Practices for Chiropractic Physicians.
910 Sunrise Ave.#A1-320, Roseville, CA 95661
daryl@quiknet.com Fax: 916-722-3091
URL: <a href="<a href="http://www.darlcomm.com/promktg/">http://www.darlcomm.com/promktg/</a>">http://www.darlcomm.com/promktg/</a>
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