RE: UKNM: money / drain

[azeem azhar, lists]

interesting point to Richard Houston question.


leslie points us to pepsi without the key metrics we need to judge its success.


i'd like to know how much was invested in pepsi.co.uk, what pepsi.co.uk's

reach was, who the people reached were.


if you look at rk/mm data in the US no "branded" FMCG websites appear in

the top 100 sites by reach. (although banner campaigns by such goods can

have significant reach if the spend is high).


if you're developing an FMCG strategy, then avoid spending much on your

site (espcially not shockwave games, my bete noir). instead consider

delivering your branding message in an intelligent way via someone who

aggregates a well-defined audience for you.


so if you are a chocolate bar aimed at the yoof market you might consider

sponsoring domain names at Funmail, which has a good profile into the 18 to

30 market. (Disclosure: I am a director on Funmail)


Or you may go and sponsor an area on Parentsoup if you make nappies. (don't

do what pampers did (www.pampers.com))


More on FMCG at http://azeem.azhar.co.uk/presentations/981207fmcg/


but richard is probably right = money/drain. looking at US data, brand=led

sites (esp fmcg ones) just don't do very well at reaching people.

ultimately,. we've more than enough other choices.

a



azeem azhar 				| www http://azeem.azhar.co.uk/ (+)

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+ definitely been updated: August 3rd.

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