UKNM: RE UKNM Worst website sins

[Felix Velarde]

[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

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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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