RE: UKNM: money / drain

[Elizabeth Van Couvering]

Richard has cunningly pointed out to me that my last message was patronising

-- apologies, as it wasn't meant that way, rather as a rhetorical spur.


My own feeling is that FMCG's should concentrate on two things on line:  1)

branding; and 2) co-operative advertising and placement on online stores

where folks can PURCHASE their goods.  Hence the explosion on Tesco.net

(subject of this week's NMA feature).  Not on shockwave games where people

investigate the benefits of bottled water.


No, I don't think I've ever been to an FMCG site I'd consider going back to.

I want to recommend something to them than I can show has ROI.  I think

there's a lot of opportunity for doing that, but it's not in 'a site;' it's

in distributing their brand through content and advertising.


Pepsi: no, I wouldn't go there as a 'lifestyle' site -- I want usefulness, I

admit it.  I actually do community sites for fun.


E.


-----Original Message-----

From:

ownerchinwag [dot] com

 [

ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On

 Behalf Of Houston,

Richard

Sent: 01 September 1999 13:32

To:

uk-netmarketingchinwag [dot] com

Subject: RE: UKNM: money / drain



elizabeth,


> the question to ask yourself, for the benefit of your client,

> is what SHOULD they be doing?  What online strategy will

> drive their business?


with respect: yes, i know. it's my job to pose myself such questions, and

yours.


my question remains:


> can anyone name an fmcg web site that is of any genuine value 

> either to the brand or the consumer?


the fact that your answer, which i value, is "no i can't", is interesting.

thanks.


thanks leslie, for your pepsi vote. anyone else?


richard houston

account planner

circle.com


> -----Original Message-----

>

From: Elizabeth Van Couvering [evcorganic [dot] com (mailto:evcorganic [dot] com)]

> Sent: 01 September 1999 11:08

>

To: 'uk-netmarketingchinwag [dot] com'

> Subject: RE: UKNM: money / drain

> 

> 

> Think about it another way, Richard.

> 

> Can (FMCG brand out of the hat) Cadbury's afford to ignore 

> the Web?  Would

> it be better for Cadbury's not to be present?  Clearly not.  Yet also

> clearly, they are not doing the right thing, because we 

> never, ever hear

> about chocolate or cocoa or think about it when we're online. 

> 

> If you think (and I agree) that FMCG sites are usually wastes 

> of time, the

> question to ask yourself, for the benefit of your client, is 

> what SHOULD

> they be doing?  What online strategy will drive their business?

> 

> E.

> 

> Elizabeth Van Couvering

> Senior Interactive Strategist

> Organic Online London

> 70 Salusbury Road NW6 6NU

>

t +44 (0)20 7644 2617 | e evcorganic [dot] com | w http://www.organic.com

> 

> The first and last thing required of genius is the love of truth. --

> Goethe

> 

> 

> 

> -----Original Message-----

>

From: ownerchinwag [dot] com [ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On Behalf

> Of Houston,

> Richard

> Sent: 26 August 1999 11:24

> To: uknm

> Subject: UKNM: money / drain

> 

> 

> hello / hello again.

> 

> can anyone name an fmcg web site that is of any genuine value 

> either to the

> brand or the consumer?

> 

> peperami/tango: yeah, ok ... useful pr / good awards ceremony

> 

> put another way:

> Q: what lager/chocolate/cereal do you drink/eat

> A: doodad

> 

> Q: have you ever in your life been to doodad.co.uk?

> A: no / yes, once, for 10 seconds

> 

> disagree? do tell.

> 

> :-)

> 

> richard houston

> account planner

> circle.com 


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