RE: UKNM: money / drain

[Bunder, Leslie]

I pointed to Pepsi (of which I pioint out I am an active drinker of said

beverage and not a director) as a general example of a FMCG that is offering

a site that goes beyond just promoting its brand by offering content on the

site from a number of sources including dotmusic, music365 and Q. The

content itself is well integrated on the home page and nicely co-branded. 


Yes, if you are a chocolate bar you might want to consider sponsoring a

funmail domain (I'm not a director of funmail! but I do have a funmail

account) but you might want to do what Pepsi did and offer a content rich

site to reflect your off-line approach to marketing in an online world.

Pepsi does well with using music (Pepsi TV show, etc, etc) and its site

appears to do this just as well.


And its good to see that compared to a couple of years back, someone like

Pepsi is actually enhancing its offering and not just offering "games" on

its site.


As for getting those all important "key metrics", why not ask Pepsi?


Leslie

____________________________________________________

Leslie Bunder 

Project Manager,  TDL InfoSpace

e-mail:

Leslie [dot] Bunderinfospaceuk [dot] com

 (work) or

lesliebunder [dot] com

 (home)

Web:  www.infospace.co.uk

tel: 01252 390516 (UK)   +44 1252 390516 (outside UK)

mobile: 07010 701967 (UK)  or +44 7010 701967 (outside UK)

Thomson House, 296 Farnborough Road, Hants, GU14 7NU



> ----------

>

From: azeem azhar, lists[SMTP:azeem [dot] listsbigfoot [dot] com]

> Sent: 	01 September 1999 19:54

>

To: uk-netmarketingchinwag [dot] com

> Subject: 	RE: UKNM: money / drain

> 

> 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/ (+)

> uktel +44 (0)7958 544 593 		| icq 315460

> ukfax +44 (0)207 691 0464		| usfax +1 847 574 0472

> 

> + definitely been updated: August 3rd.


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