Rainmaker wrote:
> Uh, maybe because you aren't on that list ;-}. He posted this to
> my E-Tailer's Digest which is dedicated to retraining only --
> both on- and off-line. It wasn't posted to Adam's IADL.
Well, I guess that explains it :-)
>
> >My experience, which has been born out in my time here at IBM, is that
> >as a rule of thumb you should devote 30-40% of the total site budget to
> >drive-to-web activities.
> >
>
> This holds true for IBM. But, it also seem to be what most
> people are spending. If it costs $900 a year to host a site
> plus $100 to register it and the site is developed by somebody
> working in his/her garage (analogy to the early days of PC
> development), then the total expenditure for promotion would be
> $300 - $400. Which of course would not do much for branding,
> never mind driving traffic. Of course, as you stated below,
> nobody values time as a cost.
I guess I was talking about a largish commercial site. As with all
business, the smaller the turnover the greater the percentage that has
to be spent to generate that turnover.
>
> Adam put a $ amount on the first year expenditure since we all
> recognize a lot of sites are self-developed. Rather than take
> this issue out of context, let me tell you what the Question of
> the Week was, as it would apply to folks here:
<snip>
It makes sense. Calculating your likely income and then allocating a
percentage to promotion is always a sound starting point. We have a
somewhat smaller market place here, so I've always tended to receommend
from 5 to 8% of sales as a start.
Regards,
franko
--
Frank Lee. Interactive Strategist, IBM Australia Ltd.
Member: Aust.DM Assc., Market Research Soc. of Aust., Web Consultants
Assoc., HTML Writers Guild, Internet Professionals Association.
http://www1.tpgi.com.au/users/franko
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