Re: Homepages and brochures

John Lancaster (trapper_at_rnet.com)
Sat, 29 Jun 1996 13:35:54 -0500

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At 11:10 AM 06/29/96 -0400, WALLACE B BOYD <wbb3997_at_mailer.fsu.edu> wrote:
>QUESTION #1: what's the best way to use a homepage and a brochure to
>promote a
>company; should the homepage be a copy of the brochure or should the
>homepage provide different types of information? the communications flow
>will go something like this.....

IMHO - the website offers the opportunity to enlarge and enhance information
from the brochure. You might include the brochure on the site, but more
detailed information should be available.
>
>1. the home page will be an advertising tool to sell any person who
>visits there, whether they are a new customer or an established
>one.
>2. some new prospects will read the brochure and then go to the home
>page. therefore, it should offer information that will move them still
>further in the buying process.
>
>WALLACE B BOYD
>
>
The key is market surveys. Properly done, they will tell you exactly what
needs to be on the site (or in the brochure) to communicate to a prospect
and encourge them to buy.

And don't forget to survey for positioning. To many ads *assume* a position
without real market data (the sexy young models - of either sex - selling
products may be the classic example). The visual and audio impact of
internet websites is well suited for positioning techniques.

BTW - My not-so-favorite example of poor advertising technique is the ad on
a classical music or jazz station which is delivered over hard rock or
country and western music. Poor positioning... ;> Makes me want to write the
advertiser and suggest they find a new ad agency.

trapper

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Personal Home Page: http://www.rnet.com/hp/trapper/trapper.htm
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