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Subject: UKNM: RE UKNM Worst website sins
From: Felix Velarde
Date: Tue, 27 Jul 1999 18:15:32 +0100

[Sam says: Sorry Felix, for some reason the mail server didn't send this
through first time
around.]

On 23/7/99 I read

> > I would suggest a general rule of 20% of the budget spent on
> > setting the
> > site up and maintaining it, 80% on promoting and advertising it.
>
>ouch, something hurts deep inside as the thought "I agree with ray" washes
>over my psyche

rofl!

for what it's worth, for a small single brand site i'd suggest the
budget looked like this

initial focus group research 10k
cost of initial site design 150k
not including infrastructure integration i.e. fulfillment technology

registration 2k
online pr 23k
online sponsorship 10k

off-line (traditional) pr 10k
off-line advertising 100k (tactical press and radio ads)

once the site's been launched the site should either 1) attract loyal
users and a word-of-mouth-generated audience through excellence, or
2) [in the case of one-off sales] be continually-promoted both online
and off-line, as ray says, to generate a constant stream of visitors.
maintenance of the site itself might assume ten per cent upgrade per
month pro rata plus redesign once a year informed by focus group
research and measurement of results against revamped success criteria.

the better the site strategy and design, the easier it is to promote,
the easier it is to create relationships, the less has to be spent
generating traffic (viz. amazon - i don't need to see an ad to know
where to go), and the greater the r.o.i.

we use underwired [http//www.underwired.com] for all online comms,
research and so on. we do the strategy and web design, then someone
like ray will do the online sponsorship planning and buying. i'm sure
iloka shelley at western international media's new media unit would
be more than happy to organise the traditional advertising. i have no
recommendations for trad pr agencies i'm afraid!

best wishes

felix


Felix Velarde

CEO Head New Media

success is about interaction
voice + 44 (0) 171 737 7579
http//www.head-newmedia.com
--_-1279394216ma
Content-Type text/enriched; charsetso-8859-1"
Content-Transfer-Encoding quoted-printable



On 23/7/99 I read


<excerpt>> I would suggest a general rule of 20% of the budget spent on
> setting the
> site up and maintaining it, 80% on promoting and advertising it.
ouch, something hurts deep inside as the thought "I agree with ray"
washes
over my psyche
</excerpt>
rofl!


for what it's worth, for a small single brand site i'd suggest the
budget looked like this

initial focus group research 10k
cost of initial site design 150k

not including infrastructure integration i.e. fulfillment
technology
registration 2k

online pr 23k
online sponsorship 10k
off-line (traditional) pr 10k
off-line advertising 100k (tactical press and radio ads)


once the site's been launched the site should either 1) attract loyal
users and a word-of-mouth-generated audience through excellence, or 2)
[in the case of one-off sales] be continually-promoted both online and
off-line, as ray says, to generate a constant stream of visitors.
maintenance of the site itself might assume ten per cent upgrade per
month pro rata plus redesign once a year informed by focus group
research and measurement of results against revamped success criteria.


the better the site strategy and design, the easier it is to promote,
the easier it is to create relationships, the less has to be spent
generating traffic (viz. amazon - i don't need to see an ad to know
where to go), and the greater the r.o.i.


we use underwired [http//www.underwired.com] for all online comms,
research and so on. we do the strategy and web design, then someone
like ray will do the online sponsorship planning and buying. i'm sure
iloka shelley at western international media's new media unit would be
more than happy to organise the traditional advertising. i have no
recommendations for trad pr agencies i'm afraid!


best wishes


felix
Felix Velarde
CEO Head New Media
success is about interaction
voice + 44 (0) 171 737 7579
http//www.head-newmedia.com</smaller></fixed>
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  RE: UKNM: Worst website sins, Tomski

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