In the late 18th century Antoine Lavoisier discovered through his numerous experiments that when matter changes its state say from a gas to a liquid and back again, there is no ‘weight’ or volume that is lost or gained it in fact remains exactly the same.
The other week I was chatting to a company that was launching their new website. It was a great website, it looked good, seemed to have worthwhile functionality and was easy to navigate through and find what you are looking for. This, conversely was the biggest problem- exactly what was it that their clients where looking for?
This particular company was looking to support the launch of the new site with a second burst of strategy aimed to increase firstly, awareness and secondly visitations to their new site.
I asked them if they had undertaken some research to ascertain what their clients would like to see on their new website. The response was, in short, that they were cutting costs and pushed for time so it was developed in-house with their marketing team. (Whom, by the way, have never bought or had any experience with this company’s products and therefore other than working for the company would never visit the site in question.)
Interesting…As this ‘cutting costs’ exercise only shifted the costs from the commencement of the project to the launch of the project and then furthermore to a second burst as the first burst was not as effective as they had hoped.
Just like Antoine Lavoisier’s discovery, this company was experiencing the marketing and business equivalent of ‘conservation of mass.’ Dollars they attempted to gain in the early stages of the project were in turn lost in the latter stages of the project or put another way, as the project progressed through its stages so too did the dollars- Overall, the total website investment remained unchanged whether the dollars where spent on R&D or a launch campaign (to support the lack of R&D)
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