It's time for me to announce that I have a lot of skeletons in my closet. I keep them there to stop people from stealing my jackets. Some of the skeletons actually wear the jackets so they don't get cold. That may seem strange to people Authentic Stan Musial Jersey , but never has a skeleton complained to me...
"And what if?" you may be thinking.
"What if what?" I may be thinking back to you.
"What if a skeleton complained?" you may clarify.
Obviously if that were the case, then I'd use my skeleton key to lock the door. There's nothing I hate more than cold or numb skulls complaining to me about the temperature...
Let the truth be known, though, that it is that time of year when the weather can be bad. Like, raining cats and dogs type of bad, but add hamsters and wind to it -- along with a sun that is so strong Authentic Ozzie Smith Jersey , it could fry ants with the help of a magnifying glass. A lot of people complain about rain, but they need to put things into perspective and imagine how much worse it'd be if that rain were snot instead. Or maybe tons o' snot, which would be horrifying and a palindrome at the same time...
If this snotfall ever occurs, we need to establish a plan. Since no one else has volunteered, let me be the first:
Plan A: Cover trees with tissues to absorb a lot of the damage.
Plan B: The same as Plan A except without the tissues.
Plan C: Wait until the next Harry Potter book comes out, and then let the people in line cast spells to eliminate the problem.
Plan D: Wait until the next spelling bee Keith Hernandez Jersey , and let the contestants spell "cast" to eliminate the problem.
It may seem like my plan will not contribute to eliminating a major disaster, but it is important that my help ends there. From this point on, all plans will be organized by my skeleton. Make no bones about it...
But I digress.
How to present a case for Web site investments Marketing Articles | July 16, 2009 What happened the last time you needed money for a sales and marketing initiative? Did management sign-off on everything you wanted -- no questions asked? Here's how you convince others that Web investments are a wise decision in a slow economy ...
What happened the last time you needed money for a sales and marketing initiative? Did management sign-off on everything you wanted -- no questions asked?
If they did, congratulations, you're part of the minority. As for the rest of us Orlando Cepeda Jersey , we're facing massive cost reductions and "spending" freezes. Everyone is holding back on Web and marketing expenditures.
So what can you do? How can you convince others that Web investments are a wise decision in a slow economy?
First, remove the word "spend" from the picture and replace it with the word "invest." You should always expect a return from Web site enhancements. Then present an investment opportunity to highlight how your initiative will either increase company revenues or decrease company costs.
With that in mind, use these guidelines to build your case. Be concise and keep your documentation under two pages (one page is best).
1. Summarize the objective(s) of your Web site initiative. Clearly state the expected outcome or benefit. For example, an initiative might be to increase sales leads, increase customer purchase size, cross-sell product lines Chris Carpenter Jersey , reduce sales cycle time, reduce cost of sales, strengthen brand perception, etc. Note: giving your Web site a "new look" is not a measurable objective.
Be specific. Increase qualified sales leads from 25 per month to 50 per month or reduce sales cycle time 25%. Also, be sure to communicate the monetary value of each increase or decrease.
For example, if your company values the cost of each lead acquired off-line at $250 Vince Coleman Jersey , then each lead acquired online saves your company $250. Or on the revenue side, if marginal profit on each widget sold is $X, then Y more purchases results in a $X*Y increased profit.
2. Summarize the problem(s) of your current Web site. Document any known problems and factors that prevent your Web site from meeting the objective above.
Common Web site problems are: confusing navigation, long check-out process, absence of strategy, non-persuasive (or boring) copy Mark McGwire Jersey , brand misrepresentation, poor load time, lack of credibility, lack of unique identity and proposition, etc.
Use quantitative data to support your analysis. For example, subtract the number of acquired Web site leads (or sales) from your Web site's monthly unique visitors. What's left is the number of lost customer acquisition opportunities. (See last week's article to learn how to determine monthly Web site visitors.)
Use qualitative data. Your customer service and sales reps talk with potential customers everyday. Find out why potential and existing customers call. Was something on the Web site unclear? What did they need? For every prospect that calls Whitey Herzog Jersey , several do not. Use your findings to support your case.
3. Estimate the total investment of your initiative. If you're absorbing the project in-house, work with your Web tech to estimate labor efforts. Be sure to allocate time for strategic planning, designdevelopment, file transfer, two rounds of testing and collaboration. Never underestimate and always leave room for unknowns.
If you wish to outsource, contact a Web professional to request an estimate. You can do this one of two ways.
a. Issue an RFP (Request For Proposal) to a few Web professionals. Be careful though. Most organizations need to thoroughly understand your objectives Lou Brock Jersey , requirements and timeframes before responding with an accurate proposal. (Or at least they should.)