Re: Determining Media Mix

From: Brian Shepherd <bshepherd_at_lycos.com>
Date: Thu 9 Dec 1999 09:04:04 -0500

SHARI (MILLER) MONNES WROTE:
> There has been a lot of hype recently about startups
> and dot coms spending huge portions of their budgets
> on branding and advertising (for example, see Forbes,
> Nov. 1, 1999, p. 60) using TRADITIONAL media,
> especially broadcast, including TV. I was wondering if
> anyone has any good advice or resources I could turn to
> in deciding how to allocate our year 2000 advertising
> budget effectively.

While I'm not an agency expert, I will tell you my
opinion from a "customer" standpoint. All I've seen
since October is "dot com" this and "dot com" that.
Frankly, while I'm sure they have their own unique
benefits, I can't honestly tell you the value of any of
them. There are way too many! Again, not being an
expert in this field, it would seem that Monster.com
did it right. They made a great ad for Super Bowl
Sunday last year. The ad got lots of because it was
funny, and really drove home the message Monster wanted
to communicate. The campaign continued into the year.
Now, during this quarter of the year, I'm all sorts of
career sites spending big bucks promoting themselves
along with all the e-commerce sites during the
holidays. Well, I'll tell you, their message is being
wasted on me. Why would you spend all this money to be
lost with other companies? To me, you have to be
extremely creative and strategic with the "timing" of
your advertising. In my mind, right now is the
absolute WORST time for a new company to start building
their brand. I would say spend the first 9 months of
next year getting the recognition out there, when all
the other companies have dried up their budgets. Make
sure you communicate the "benefits" you offer potential
customers. Then, when the 2000 holiday season starts,
you are well positioned. Because, if you can get loyal
customers, make good on the promises you make, you have
them for the holidays. You won't need to spend 75% of
your budget in the forth quarter next year. Just my
opinion. I'm sure others may or may not agree.

Good luck,

Brian Shepherd
Lycos Network
bshepherd_at_lycos.com






Received on Thu Dec 09 1999 - 08:04:04 CST