Transcript of Frankel's Free Clinic November 15, 1999

RobFrankel ( (11/15/99 9:02 AM): Greetings!

Terri ( (11/15/99 9:02 AM): Greetings Rob! (11/15/99 9:02 AM): I am on my buddy's computer system which has two screens attached to one computer, I can chat and view e-mail at the same time, great with this delayed chat.

Kieran (11/15/99 9:02 AM): Entered the room.

Terri ( (11/15/99 9:03 AM): *laffin* Jozef, I do that with just one monitor! (11/15/99 9:03 AM): Hello Rob, how's it going.

RobFrankel ( (11/15/99 9:03 AM): Hi Terri! Jozef, you're just plugged in like a maniac!

Terri ( (11/15/99 9:03 AM): Top of the evening to you, Kieran!

Kieran (11/15/99 9:03 AM): Hi Guys.

RobFrankel ( (11/15/99 9:04 AM): Kieran! How's it going on the emerald isle?

Guy R Cook - (11/15/99 9:04 AM): Entered the room. (11/15/99 9:04 AM): Hello Kieran, yes Rob, it's a neat feeling. Actually our programmers work twice as fast by using two screens to code.

Terri ( (11/15/99 9:04 AM): Hi Guy! (11/15/99 9:05 AM): Hello Guy!

Guy R Cook - (11/15/99 9:05 AM): Hi all from the great state of Washington, how about them Seahawks, winners again!

Kat ( (11/15/99 9:05 AM): Entered the room.

Kieran (11/15/99 9:05 AM): Entered the room.

Terri ( (11/15/99 9:05 AM): hello, Kat :)

Guy R Cook - (11/15/99 9:05 AM): I actually have an inquiry today.

Kieran (11/15/99 9:06 AM): Everything would be A O.K if I could get my server sorted out. (11/15/99 9:06 AM): Hey Kat, having success with your Coaching materials?

Glenda (11/15/99 9:06 AM): Entered the room.

Kat ( (11/15/99 9:06 AM): Hello, all

Andy TeBockhorst (11/15/99 9:06 AM): Entered the room.

Glenda( (11/15/99 9:07 AM): Entered the room.

Kat ( (11/15/99 9:07 AM): Made such changes to the web site suggested here last week. Thank you very much

Glenda( (11/15/99 9:07 AM): Hello everyone

Terri ( (11/15/99 9:07 AM): Hi Glenda! Hi Andy! (11/15/99 9:07 AM): Hello Glenda and Andy.

Andy TeBockhorst (11/15/99 9:07 AM): Morning Terri, Glenda!

Glenda( (11/15/99 9:07 AM): Hi Terri

RobFrankel ( (11/15/99 9:07 AM): Alrighty, then, what's the latest that we can do for anyone? (11/15/99 9:08 AM): BTW, did everyone who wanted the Road Map get my e-mail?

Glenda( (11/15/99 9:08 AM): Hi Andy

Glenda( (11/15/99 9:08 AM): Yes, Jozef...thank you

Kat ( (11/15/99 9:08 AM): Looking for best places to promote as Perfect Gift for All Your Soccer Fans

Kat ( (11/15/99 9:08 AM): That's Christmas Gift

RobFrankel ( (11/15/99 9:09 AM): Kat, what exactly is the perfect gift to which you're referring?

Kat ( (11/15/99 9:09 AM): The Soccer Coach Series, interactive multimedia for learning all about soccer

Kat ( (11/15/99 9:10 AM): We discussed it last week and Josef asked about progress

Kieran (11/15/99 9:10 AM): Kat, you may be interested to look at a branded site we developed.

Kat ( (11/15/99 9:11 AM): I will, Kieran. thanks

Kieran (11/15/99 9:12 AM): This site resulted in a 400% increase in traffic to the sponsors corporate sites.

RobFrankel ( (11/15/99 9:13 AM): Kieran, what does 400% actually mean? Got real numbers?

Guy R Cook - (11/15/99 9:13 AM): Kieran, how many sales? (11/15/99 9:14 AM): And what kind of leads, general or qualified, how many soccer fans go to this site, for example?

RobFrankel ( (11/15/99 9:14 AM): I'm in marketing. Whenever I see "%", my antennae go up....

Kieran (11/15/99 9:14 AM): Well, within a relatively small market-Ireland- the V.P enjoys over 100,000 registered users. (11/15/99 9:14 AM): And how many soccer coaches to narrow it a bit.

Terri ( (11/15/99 9:15 AM): it surely looks like a good place for Kat :) Nice site, Kieran!

Kieran (11/15/99 9:16 AM): I'm not too au fait with the actual numbers visiting the corporate sites, it's not my project. But I can get the figures!!

RobFrankel ( (11/15/99 9:17 AM): You're always going to want to be careful whenever you quote increases. The last thing you want to do is have someone find out that your "200% increase means you went from 1 to 3 visitors.

Kieran (11/15/99 9:17 AM): The main sponsor holds the rights to pay per view screening of all premiership matches.

Glenda( (11/15/99 9:17 AM): Is it more or less a portal for soccer teams websites in different leagues...great design Kieran

Terri ( (11/15/99 9:19 AM): Rob, it's interesting you say that - I have heard others say it is good to use % to talk about increases.

RobFrankel ( (11/15/99 9:20 AM): Yeah, Terri -- people who have to hide behind them say that. It's always better to let someone press you for the real numbers and then blow them away!

Kieran (11/15/99 9:20 AM): Not really, Glenda. Soccer is a massive draw here. The site reflects an insatiable demand for all things soccer related. The English premiership is the main league in Europe and thus enjoys pride of place. Essentially the site is an online prediction game that enjoys tremendous loyalty.

Kat ( (11/15/99 9:21 AM): Kieran, who would I contact about aligning with V.P?

Terri ( (11/15/99 9:21 AM): So, if someone were soliciting for advertisers and sponsors, it's better not to lead with the numbers - let them press you for them?

RobFrankel ( (11/15/99 9:21 AM): Kieran, I have no doubt that the site will do well. It looks great -- are you trapping all the data?

Kieran (11/15/99 9:23 AM): Entered the room.

Kat ( (11/15/99 9:25 AM): Kieran, who would I contact about aligning with V.P?

RobFrankel ( (11/15/99 9:25 AM): This is interesting...I don't know why more American soccer fans don't seek out European partners.

Kieran (11/15/99 9:25 AM): Kat, that would be us. You should be aware that most of our site users are based in Ireland and that at the moment. The sponsors have exclusive rights to the site.

Guy R Cook - (11/15/99 9:26 AM): I have a question about screen resolution, are we open for a new one?

RobFrankel ( (11/15/99 9:26 AM): Go Guy...

Kieran (11/15/99 9:27 AM): Entered the room.

Guy R Cook - (11/15/99 9:27 AM): I am wanting to know if anyone still designs for 640x480 anymore or are we going to get 800x600 from everyone?

Kieran (11/15/99 9:28 AM): Guy's I'm having a nightmare here so I'll sign off! Anyway my day is over. Talk to you next week.

RobFrankel ( (11/15/99 9:28 AM): Guy, I am asked one question over and over whenever I speak at seminars and stuff--- and that's not what they ask.

Terri ( (11/15/99 9:29 AM): Guy, I still use the 640 because I think there is still plenty of people who have that, in spite of whatever the high tech people say

RobFrankel ( (11/15/99 9:29 AM): What they DO ask, is "Who is doing the best branding?" And I always say, Federal Express.

Clayton Turnbow( (11/15/99 9:29 AM): Entered the room.

Kieran (11/15/99 9:29 AM): Entered the room.

Terri ( (11/15/99 9:30 AM): Rob, I would be very surprised if they asked you about screen resolution! *grin*

RobFrankel ( (11/15/99 9:30 AM): The reason I say that is because FEDEX knows what Terri knows: They aim at the lowest common denominator. Their whole site is geared to the 640 user...

RobFrankel ( (11/15/99 9:30 AM): ...because they know that small and micro businesses are behind the techno-curve. That's why they're great. I still design for 640 and I will for another few years.

Kieran (11/15/99 9:31 AM): Sorry, I've just realized that I missed a few questions. Rob yes we are building profile with the info. Kat I'll contact you through your site.

Kat ( (11/15/99 9:31 AM): Kieran, please use email

RobFrankel ( (11/15/99 9:31 AM): Great job, Kieran. See you next Monday!

Kieran (11/15/99 9:32 AM): Take care guys.

Terri ( (11/15/99 9:32 AM): bye Kieran! love your site!

Guy R Cook - (11/15/99 9:32 AM): I rebut the FEDEX statement with, when I went to their download for acrobat reader page today, it got me thinking, since the width on the table was not a percent but 750 in pixels.

Guy R Cook - (11/15/99 9:33 AM): Also I noted that was 800 width too. They sell lots of computers and likely are doing stats on it.

Clayton Turnbow( (11/15/99 9:34 AM): I think it depends on the target audience but I still prefer the lower res

RobFrankel ( (11/15/99 9:34 AM): Yes, but Dell's mission is different from FedEx's. Dell isn't as friendly to small business as is FEDEX.

Terri ( (11/15/99 9:34 AM): Guy, just because some big companies do what pleases them in design, doesn't mean that the small biz owner should follow suit

RobFrankel ( (11/15/99 9:35 AM): Wow, Terri's on fire today! Absolutely true. Just because the big guys do it doesn't mean it's right.

Terri ( (11/15/99 9:36 AM): your teachings are paying off, Rob;

Guy R Cook - (11/15/99 9:36 AM): I have been following a site it is very good at analyzing the res question, show 800x as growing every week I have checked for over a month now.

RobFrankel ( (11/15/99 9:36 AM): Hey, the guys and girls at those companies wear underwear just like you and I do. Or at least like I do. I think. They're no smarter, and can make mistakes.

RobFrankel ( (11/15/99 9:37 AM): Even so, Guy, it depends on your market. My site attracts a lot of small and micro-business types, so it stays at 640 forever.

Guy R Cook - (11/15/99 9:37 AM): I think though that the "big guys" spend lots on researching the size issue, before they develop a site from paper to the web don't you?

RobFrankel ( (11/15/99 9:37 AM): No Guy, they don't. n fact, I have found that the higher you go, the less they know.

RobFrankel ( (11/15/99 9:38 AM): And this particular issue is SO remote from their consciousness, that it would barely ever occur to them.

Glenda( (11/15/99 9:38 AM): I agree with Rob

Terri ( (11/15/99 9:38 AM): Guy, there are more and more coming in at 800 .. but there are still a large percentage of people not even ON the Net yet and those who ARE haven't all gotten up to speed on high tech! You forget those small guys at your peril to your biz. IMHO :)

Guy R Cook - (11/15/99 9:39 AM): I am just uncomfortable with so much blank space, I'd rather use that real estate for content I guess.

RobFrankel ( (11/15/99 9:39 AM): This week, one of my clients is a top consulting firm. Doing the competitive analysis, I'm amazed at how unsophisticated the Big 5 are when it comes to the web.

RobFrankel ( (11/15/99 9:39 AM): And these guys are hawking their web consulting services to Fortune 500 companies!

Kat ( (11/15/99 9:39 AM): When the big company outsources to a web design firm, that design firm may consider it (11/15/99 9:39 AM): That is why we go after the elephants even though we have been in biz only two years.

Guy R Cook - (11/15/99 9:40 AM): They will make it, if they have proof of successes.

RobFrankel ( (11/15/99 9:40 AM): Guy, you can always develop alternate versions, but what's the point? More pixels doesn't mean more effectiveness. In fact, it probably disciplines you to be more judicious.

Terri ( (11/15/99 9:40 AM): Guy, you can still use the percent in your code .. that will make it fill up more of the bigger screens (11/15/99 9:40 AM): It is amazing how many people will not go after large clients because they are new in business.

Guy R Cook - (11/15/99 9:41 AM): I am looking for less scrolling actually Rob, rather than a long narrow layout, a wider one.

Guy R Cook - (11/15/99 9:41 AM): I agree, the percent will work, and I use that sometimes too.

RobFrankel ( (11/15/99 9:41 AM): Jozef, going after big business is very intimidating. I think most people don't pursue it due to lack of entry access.

RobFrankel ( (11/15/99 9:42 AM): Guy, you may not believe this, but I do: if they have to scroll more than once, there's too much data on the page. (11/15/99 9:42 AM): Well it really is a frame of mind. If your product is a good one, prepare yourself, set your targets, and execute (the ready, aim, fire principle)

Guy R Cook - (11/15/99 9:43 AM): I will note the comments here, and when the market's viewers are at under 12% at 640 will make some changes I do agree Rob, folks don't do much drilling down either it seems.

Guy R Cook - (11/15/99 9:43 AM): User using 640 is already under 20% now.

Terri ( (11/15/99 9:43 AM): I'm guilty of that myself, Rob .. but at least I have the most important things on the top now! I'm still learning :)

RobFrankel ( (11/15/99 9:44 AM): Yes, Guy. It's analogous to the download assumptions we all make. You can't afford to assume that just because DSL is catching on, that everyone has it. (11/15/99 9:44 AM): Rob do you have a special branding process for targeting large corporations (fortune 500)

Terri ( (11/15/99 9:44 AM): 20% of millions is a LOT of lost customers, Guy!

RobFrankel ( (11/15/99 9:44 AM): Yeah, Guy, it may be under 20%, but what if that 20% is responsible for 80% of your sales (could happen).

RobFrankel ( (11/15/99 9:45 AM): Jozef, I approach all my branding clients the same way. If creating and re-purposing brands is what you're referring to.

Glenda( (11/15/99 9:45 AM): Another area designers don't consider when developing sites is non-Java based browsers like AOL

Markdon (11/15/99 9:46 AM): Entered the room.

RobFrankel ( (11/15/99 9:46 AM): Jeez, AOL and WebTV are the two giant site-killers.

Guy R Cook - (11/15/99 9:46 AM): That's right Terri, so is 12% I agree. The 20% with 640 res are shopping for bigger monitors, so they won't buy if they can't order the order page will likely be 640 then. (11/15/99 9:46 AM): Rob, do you brand differently for large customers differently than small customers for the same product?

Markdon (11/15/99 9:46 AM): Hey uncle Rob!

RobFrankel ( (11/15/99 9:47 AM): Jozef, I brand each customer such that each one can be perceived as a different solution for its prospects. So each one gets its own brand, with its own strategy and execution. (11/15/99 9:48 AM): Ahhh, a market of one.

RobFrankel ( (11/15/99 9:48 AM): So I guess the answer is, "Yes, I do." But I never take two conflicting clients simultaneously.

Mike Tingle (11/15/99 9:49 AM): Entered the room.

Mike Tingle (11/15/99 9:49 AM): hey Rob (11/15/99 9:49 AM): Actually Rob, what I mean is branding one of your client's products to different customers of theirs.

Guy R Cook - (11/15/99 9:50 AM): Well, gotta go, the fishing charter captain's site I do just called from Alaska, has a cell phone now, and is going out in a 32 foot boat have some updates to do. (11/15/99 9:50 AM): Different sized customers.

RobFrankel ( (11/15/99 9:50 AM): One of the topics I cover in my speeches is that branding isn't about money, it's about strategy. So that small companies shouldn't think that branding is something only the rich can afford. "The smaller your budget, the stronger your brand must be."

RobFrankel ( (11/15/99 9:51 AM): No Jozef, the brand remains consistent throughout. The ADVERTISING to different groups may differ, but not the brand.

RobFrankel ( (11/15/99 9:52 AM): (TEN MINUTES) Hi Mike, Markdon!

Markdon (11/15/99 9:52 AM): Rob, what about a company that essentially has no competition. Some would want their brand to be "arrogance." (11/15/99 9:52 AM): Do you have a Road Map, or conceptual framework to branding strategy?

Markdon (11/15/99 9:52 AM): I.e., you can't get it anywhere else, so pay X or see ya!

RobFrankel ( (11/15/99 9:52 AM): I have a discipline that I follow, although I'm content to call it a "strategic rationale".

Guy R Cook - (11/15/99 9:53 AM): Entered the room.

RobFrankel ( (11/15/99 9:53 AM): Once the strategic rationale is developed, I overlay the brand creative. (11/15/99 9:53 AM): What is the basis of this strategic rationale?

Guy R Cook - (11/15/99 9:53 AM): Just checked the page, 640x is at 12.66 % today.

Guy R Cook - (11/15/99 9:54 AM): bye (11/15/99 9:54 AM): Do you have an outline of the strategic rationale

RobFrankel ( (11/15/99 9:54 AM): Jozef, it's a mix of hard data and strategic analysis, combined with assessment of core strengths and competitive environment.

RobFrankel ( (11/15/99 9:55 AM): No, Jozef, this is my work product that I develop internally for each client, according to their specific needs and objectives.

RobFrankel ( (11/15/99 9:56 AM): It's funny, because many people ask for that. But the key missing ingredient is my own brand of ability, which I can't write down. But it does influence my work.

RobFrankel ( (11/15/99 9:57 AM): The closest I've ever come is Frankel's laws of big Time branding at (11/15/99 9:57 AM): Rob, I have a "generic" Road Map which is modified for each client situation. In fact the generic Road Map is still evolving as I gain more experience with our institutional clients.

Clayton T( (11/15/99 9:58 AM): Entered the room. (11/15/99 9:58 AM): Thanks Rob, I will check it out.

RobFrankel ( (11/15/99 9:58 AM): Well, Jozef, then you know that you can give them a road map, but if they have no driver, they ain't getting too far...

RobFrankel ( (11/15/99 9:58 AM): (TWO MINUTES)

Clayton T( (11/15/99 9:59 AM): Great info today, Rob! See you next week! (11/15/99 9:59 AM): Well of course, the generic road map is free, we charge for the driver.

Terri ( (11/15/99 9:59 AM): Thanks for the great info today, Rob! See you all next week!

RobFrankel ( (11/15/99 10:00 AM): Atta boy, Jozef! Okie doke, everyone. looks like a busy week ahead. Anyone from the Bay Area, I’ll be there Thursday..

RobFrankel ( (11/15/99 10:00 AM): See you all online!

Glenda( (11/15/99 10:00 AM): Thanks Rob and everyone!

Kat ( (11/15/99 10:00 AM): LOL, Jozef. bye, y'all (11/15/99 10:01 AM): See you all next week.

Terri ( (11/15/99 10:02 AM): Glenda, I'm on my way to your other chat now! (11/15/99 10:02 AM): Hey, who is going to Hawaii for E-comm 2000?

Glenda( (11/15/99 10:02 AM): ok, I'm already there

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