At 07:25 PM 6/24/1998 -0700, Kathy E. Gill so eloquently stated:
>yes -- with the CNN redesign (http://www.cnn.com/why/index.html) today
>I said "darn it I wish I had screen shots of all the 'before' sites --
>for teaching and for consulting.
>
>[deep breath]
>I'm working with an agency on a site for a small international company
>-- that will eventually evolve into e-commerce.
>
>I just got the first set of 'comps' from the designer. My first thought
>was "brochureware" ....
>
>How do I take the "branding" ideas and make the site look like 'web' and
>load fast?
>
>This is one of the reasons I'm asking the CSS questions -- cause I could
>do some of the things he wants with "text only" using CSS....
>
LOL. Ad agencies, especially those who are used to print or TV,
have a poor conception of the Net. We are in the final stages of
a Web marketing makeover for a very large ad agency who
complained about getting little activity. They use splash pages
that looked like fancy Burma Shave ads (I'm showing my age) --
one word at a time.
We did an initial review and sent them a 20 point review memo
that defined the shortcomings. Well, it had to go to committee,
and we had to deal with the ego issue (which of course I love to
blow away). We had to compromise on the splash pages, and we
sent them a memo telling them the problems they will encounter
with the compromise, but we could live with them.
BTW, we found the same holds true for large corporations -- show
our logo, forget about speed.
You have an uphill battle. I would suggest you do a story board
of your ideas, including a small logo in a corner somewhere.
Explain how vendors who are Net-oriented do better than those who
are not (i.e., Microsoft vs Merril Lynch, trust me on this one).
Find stats that show why some companies succeed and others don't.
If the compromise that you will need to do makes sense, go with
it. If not, say goodbye -- it will be a lose-lose situation.
(Or they will contact me a year later asking for a marketing makeover <g>).
Good luck
George
_______________________________________________________
George Matyjewicz, C.M.O. mailto:[EMAIL PROTECTED]
GAP Enterprises, Ltd. http://www.gapent.com/
Moderator of E-Tailer's Digest http://www.gapent.com/etailer/
Your Resource for Retail on the Net
MYWEB - Marketing Your Web
mailto:[EMAIL PROTECTED]?Subject=MYWEB_Info
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