THIS ISSUE INCLUDES: •  What's New? •  Going, Going Gone! •  Resource Referral •  Lessons Learned •  Tips & Tricks •  Community Leaders •  Member Spotlight •  Community Stats •  Your Account Summary •  Success Story •  Special Thanks •  Last Laugh

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WHAT'S NEW?

Dear Askers & Answerers,

Today I'd like to preview a new feature that's coming soon. This one has been in the works for a long while - since June, in fact. That's when we created the KHE Insiders discussion group so we could do some focused brainstorming about new features.

There are about 30 of us in the group, all active participants in KHE who expressed an interest helping to make the forum better. You may recall, we quickly drafted a list of more than 80 new features we'd like to develop. One of the more popular and complicated topics was creating a projects board, where clients could post projects and consultants could submit proposals.

Over the last few months, the advisory group contributed 31 pages of notes suggesting variations on the theme. More recently, we revisited the topic and flushed out the key points. Last week I drafted the specs and handed them over to Aaron who has been working industriously on the code ever since.

The question you're probably wondering is, "Will it be free?" The answer is, "Yes and no." You'll be happy to hear that there will be no charge for posting projects and no charge for bidding. The way it will work is consultants who win contracts will pay MP a referral fee. We have been searching for a revenue model to sustain KHE's growth. We're hopeful that this will do the trick, allowing us to keep the rest of the forum running free as usual.

I expect it will be mid-December when it's finished. I'll update you as we get closer.

Happy exchanging,

Val Frazee
Moderator, Know-How Exchange
MarketingProfs.com

GOING, GOING, GONE!

Here are KHE's 10 oldest questions. They're likely to close soon. Have an idea to offer? Better do it now!

1. How do I plan my marketing strategy?
2. Maintaining Customer Loyalty Through Exhibitions
3. How do I become successful in software sales?
4. Reverse marketing?
5. How to structure a thorough research proposal
6. Rebranding of a 100+ Year old company
7. Market Analysis of Event Planning Industry
8. "Bundling"
9. Big Idea/Creativity Important in Advertising - y/n?
10. Which are the qualitative benefits of advertising?

RESOURCE REFERRAL: BUDGET DECISION MAKER

SteveB of Schraff Group published this company resource in our Resource Library. He writes:

"Are you marketing a product that the customer will immediately understand, or one that requires substantial customer education (or perhaps something in between)? Have you thought about the best way to tell your product's story to your customers? Our Marketing Budget Decision Maker will show you what marketing tactics will be most effective."

Resource: Marketing Budget Decision Maker

I'm always looking for resources to share with our readers. If you know of one, send me a blurb. I'll send you 250 Question Points.

LESSONS LEARNED: WHAT TO DO ABOUT NEGATIVE PRESS

Earlier this month dhogan asked how he could get journalists to stop referring to his product - flexible polyurethane foam - as "liquid gasoline" in their stories about fire disasters. He was worried it was becoming a catch-phrase and wondered what he could do about it. Here are a few ideas from the group. (Be sure to click over to read the full discussion, if you're interested in knowing more.)

• SteveB: 1) Provide the facts - liquid gasoline combustion/ burn rate verses foam combustion/burn rate. 2) More importantly, tell the story of technology, what’s being done, how much have things improved, expectation when foam will be “fire safe.”
• jackson: No doubt, the best form of defense is attack. I would attack the problem in a comparison test (a la Pepsi challenge). A headline that asks the question: "What is it that causes the most domestic fires in this country?" List all the contributing factors and demonstrate that your product is no more the cause of a fire than any other ingredient. Education is the answer and that should be the thrust of any and all PR and communications.
• Peter (henna gaijin): I think you need to provide the burn rates for your foam versus other commonly used building materials (wood, curtains, etc.). If your burn rates are higher (and even if they are not), you may want to look into attacking this problem by modifying your formulation to make it less likely to burn (adding fire retardants, etc.). I know this is not a minor undertaking, as you will undoubtedly have to get new approvals, certifications, etc. But in doing so, you will also have an excellent point to differentiate your product from competitors, along with negating the attacks about your product being flammable.
• SteveB: Well restated Peter, of course that would be better.
• D4Demand: I would try to engage the trade industry to bring in the bigger guns. I think the main focus should be on getting rid of the phrase which seems to have taken on a life of its own. Ask for the press to be more creative. Of course that means you are going to have to provide them with your own list of synonyms. See if you can get a state fire marshall (or a retired one) to speak about how advances in foam technology have made fumes less toxic. S/he could really focus on how foam is not the instigator of the fire, and that there are many other products which must fail (like the fire retardant fabrics on furniture and matresses) BEFORE the foam even gets involved.



• Jett: Is there any proof that this "liquid fire" tag is hurting your business? Are people buying fewer mattresses, carpet foam, furniture, etc.? My guess is "no". Based on what I observe, "foam" is not the primary focus of fire reporting. Now, the properties of polyurethane foam (plastic) do allow it to turn into a super-heated "lava-like" substance which can carry the flames to other areas. But, like you said, just about everything in a home or office is flammable, and the foam doesn't start the fire. A plastic DVD rack, CD collections, computers ... anything with large amounts of plastic can do the same thing. In summary, if it isn't hurting your business, let it go. I know it may hit a nerve, but unless it hits sales, just count to ten.
• mgoodman: My instinct is the same as Jett's. I would leave it alone. Every time you protest, you're adding a little more fuel to the fire, so to speak. I've had some experience with PR "damage control," and one of the first things the pros tell you is not to over-react and give the [incorrect] claims more visibility than they deserve. If you're asked directly, be prepared with a simple explanation of the facts as you understand them, but don't let people see that you're upset by them, or they'll think you're hiding something or misleading them.
• W.M.M.A.: Unless the press is personally attacking your company, leave it alone. If they are attacking the industry, let the industry association manage it. You can bring it to their attention, that's what you pay association dues for.
• thinkmor: If you want to actively defend your product update your online/offline communication materials. Explain the perception and reality of your product in factual terms, and use D4's suggestion in getting an unbiased authoritative comment to support your statements.

The Question: Changing How Press Characterizes a Product

TIPS & TRICKS: FORWARD A QUESTION

Have you ever read a question and realized you know someone absolutely PERFECT to answer it? It's very easy to send an email to your contact directly from that question page. The email will automatically include a link back to the question, along with your personal message. Here's what you do:

1. Make sure you're logged in


2. Scroll down to the bottom of the question page


3. Click this link: "Or can someone you know answer this question?" (below: "Would you like to post a response?")


4. Key in the recipient's email address, your email address and your message


5. Press the "Send" button

That's all there is to it. The question author will greatly appreciate your effort!

Have a question? Ask the experts.

Post a brief synopsis below, and invite other members to offer their feedback.

My Question Title

COMMUNITY LEADERS

As of this week, these are our superstars! The Most Inquisitive are those who have asked the most questions. (Where there's a tie, we broke it based on number of points they offered for their questions.) The Most Expert are those with the highest number of Cumulative Points (given to them by question authors for offering helpful answers).

NOTE: These are our top members as of midday November 19, 2004

MEMBER SPOTLIGHT: MEET TATE

Nowadays, Tate Linden goes by Tate in KHE. (He's the expert formerly known as Secured.) This entrepreneurial marketer joined us in August, answering questions. He currently has an open question of his own (marked urgent): Ratio Of Sales To Marketing Staff. So check it out - you may be able to lend him a hand. But first, let's learn more about this week's featured member.

Where are you based?
I live and work in the Washington, D.C. Metro Area. My office is about a mile from the Washington-Dulles Airport.

What do you do in real-life?
I handle product marketing for a startup software security company. This includes PR, events, collateral, budget proposals ... basically anything between developing the product and selling it.

How did you find KHE?
Accidentally. I was Googling "client testimonial" strategies and one of the first links was to a discussion on KHE. The answer was exactly what I needed, and I joined up the very same day.

What kinds of KHE questions do you enjoy most?
Anything that lets me use my creative side. There was a question about health club marketing that I loved because it contained an assumption that the market was saturated - something I always consider a challenge. Also, anything having to do with slogans or product names gets my brain moving. They're like mental jumping jacks in the morning. If you're going to make me pick the single type of question I like the most, it'd have to be the ones that aren't intentionally asked. When someone asks, "How can I do X?" - and the real question should be, "Is there an option other than X that could work here?" - my fingers start flying over the keys. Essentially the question asked is: "How can I break through this wall?" when it might be much easer to walk around it or go through a door. Other experts have done this for me, and I've been able to use these larger ideas to blow away performance expectations.

Describe a specific KHE discussion you learned something from.
My question on how to turn a tradeshow floor-pass into lead generation was incredibly useful to me. I asked a simple question and ended up with dozens of great ideas that enabled me to turn a free expo pass into valuable leads. In a business where each lead is worth hundreds of thousands of dollars, this advice was priceless. We even used the Bar Conversation Technique - and it worked wonderfully!

How did you get started in marketing?
I've been involved in marketing for about 8 years, mostly through product management roles. After holding every conceivable role in product management, I gravitated to the one that offered the most creative challenge. It was a gradual process where I spent more and more time on figuring out how to market the product, and less time actually setting the product direction. Eventually my corporation identified my interest (and my strength, I hope) and officially moved me to the marketing side to manage the effort.

Did you study marketing in college?
I studied philosophy and classical music in college. Both prepared me quite well for marketing, given that thinking and performing are a large part of my job.

Do you have a favorite tool that helps you do your job?
Microsoft Excel. Nothing compares to a well-written sales tool in Excel. I've created price books, ROI analysis, matrices, pick-lists, market projections and other cool tools in my career. You'd be amazed how thankful clients and prospects are when you can whip out an answer to a complex question in under a minute. What's great about these tools is that you, as the author, get to decide what numbers are on the back end. Basically, Excel tools give you professional-looking self-validating collateral. I briefly considered labeling the BlackBerry as my favorite tool, but I have a feeling that overall it may be running me more than I am running it. It has, however, moved up in my opinion since I learned how to make it turn off automatically at 10pm.

Describe one of your non-marketing hobbies or interests.
I am an avid long-distance cyclist, usually hopping on the bike and doing between 50 and 200 miles per weekend, depending on the weather. I do, however, cheat. I ride tandems with my wife, and she has legs of steel - even at mile 95 when mine have turned to jelly. I ride for many reasons - to see the world, to spend time with my wife, to maintain fitness ... and to leave work behind for a while and just fly off (did I mention that tandems are fast?) to anywhere or nowhere and enjoy ourselves.

What is the value KHE provides to you personally?
KHE is a sounding board, a peer group, a daily newsletter of new applied techniques and an entertainment source for me. I'm at a small company where I'm the only one that thinks constantly about marketing. If I want to talk marketing or ask a question, then KHE is truly my first and only option. This forum is my surrogate Marketing Board of Directors.

Do you have any advice for new members of KHE?
Stay involved! If your job has anything to do with marketing, it is likely you're going to learn far more about what the current issues and solutions are in the field by scanning the posts here than you will by reading a textbook or sitting in a meeting. There are hundreds of views and opinions shared here every week - versus the one or dozen you'll find elsewhere. Chances are, the idea you need is here somewhere, either waiting to be given to you in an answer or already in the archives.

Do you have a favorite quote you want to share?
I do have a favorite quote. Years ago a mentor told this to me when I was having trouble convincing my superiors that my idea was valid. The quote was: "Your opinion, though interesting, is entirely irrelevant." The speech that went with it could be paraphrased as: "I don't really care if you think that is the right way to sell the product. I care if that is the way the client will *buy* the product. Show me the sales dollars or market studies that validate your opinion, and then I will be interested. Until then your opinion weighs about as much on my mind as the lunch I had last Thursday." This still holds true for me today. A great idea is still just an idea. Until I actively go to the market and test it out, I won't have a clue as to whether or not it holds merit with the people who have money to give me. When I go to my CEO with my strategic plan, I carry along documented evidence like ROI analysis, case studies and client quotes that add credibility to my ideas.

Is there anything else you would like to say?
I appreciate the opportunity to share my thoughts with all of you, and to learn from you as well. I find this forum an invaluable resource and am proud to say I am a member of the community. If you find it useful, then I encourage you to join up and pay for a full membership. Also - since the value of the community increases as we add more members - consider helping to spread the word in your schools, businesses and communities. Do things like mention KHE on your r้sum้s, or donate a membership to your community or church group. Hey, we're marketers - this is what we do!

COMMUNITY STATS

Active Unique Participants (to date): 3,369
Closed Questions (to date): 3,707
Currently Open Questions: 230
Total Responses (to date): 28,322
Subscribers to this newsletter: 11,592

YOUR ACCOUNT SUMMARY

These numbers come directly from YOUR profile. Question Points tells you how many points you have available for asking questions in the forum. Expert Points indicates your standing in the community based on answers you have posted. Visit this FAQ, if you want to know more.

Question Points: %%PointsBalance%%
Expert Points: %%PointsCum%%

Click here to buy more Question Points

SUCCESS STORY

This week's Success Story comes to us from mudpie, Managing Editor of Mud Pie Parenting Magazine. She writes:

"I just have to tell you how impressed I am with this website. I am amazed at the many and varying responses I received to my question. All points were worth considering and very insightful. I have already started telling other colleagues about what your website has to offer."

The Question: Cracking The Ad Agency Code

SPECIAL THANKS

Thank you, SteveB, Tate and mudpie for providing content for this newsletter. And thanks to all the following community members who have emailed or posted suggestions, technical reports or questions in the last week. Your feedback and energy drives this community's development. We couldn't do it without you!

Peter (henna gaijin), ccachie, t weber, sag35in, Michele, maxxtdog, alan.houston, topenzine, glloyd, Sweetasman01, tjh, Pepper Blue, Allan, mbarber, jose04, ASVP/ChrisB, cuppcapers, Richard B, f_lynch, W.M.M.A., dgingera, leonor, jong, orobledo, Richard B, carolk1, mocando, willmccampbell, Inbox_Interactive, dgingera, michelletrex, Mushfique, tevatron, Don Kiser, telemoxie, SRyan ;], thinkmor and Deremiah, *CPE

Finally, thanks to my MP colleagues for making my job easy: Aaron, Sharon, Megan, Ann, Roy and Allen.

LAST LAUGH

This space is dedicated to something amusing I find posted in our forum. I didn't get a lot of sleep last night, so it could be I'm just punchy. But the tangent in this discussion about whether an octopus has arms or legs made me chuckle. I thought you might enjoy it too. Fortunately, K cleared up the mystery: "As far as arms or legs goes, I saw a couple references that said 'arms or tentacles' are ok, but 'legs or hands' is not." Who would have thought a marketing forum would cover such breadth?

The Discussion: Tagline Marketing Outsourcing Co.

Forum Feedback: The Know-How Exchange is still young. So we're constantly refining how things work. We have a gigantic list of action items, and your feedback helps us prioritize it. So please feel free to reply to this email with any suggestions. Thanks, in advance, for your time!

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