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,

Last week we launched our first Vendor Selector - an interactive buyer's guide to help people shop for Email Service Providers. If you haven't seen it, pop on over and take a look.

We're pretty excited about the technology platform because it allows vendors to update their listings at any time. They can add new product listings or revise existing ones. This means our members will always have access to the very latest information.

We designed our Vendor Selector to operate on two levels. First: Basic Members can view the complete list of vendors and their contact information. Second: Premium Members can use filters and a product comparision table to review 150 features for each product. They can also download our Shopper's Handbook, a report about how to shop for providers in this category.

We're well underway with our second Vendor Selector. The topic? Search Engine Optimization. We plan to release it later this summer. Then a series of other Selectors will follow. If you have feedback or suggestions, I'd love to hear from you!

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 people plan espionage on fmcg companies
2. Naming a company against the industry standards
3. Objective of a good tradeshow
4. I need to create a Marketing Plan for HRMS
5. which is the best way to know the american market
6. Help with a Dog sitting/walking flyer
7. How can I attract more customers? (Toys)
8. Name needed for clothing brand
9. advertising to different age groups HELP PLS
10. Preaching with Power to Encourage Changed Lives

RESOURCE REFERRAL: THE IMPORTANCE OF WEB DESIGN

This week's resource comes to us from yowossup. This member recommended a great article on the importance of web design. It's easy to understand and contains a wealth of information for anyone setting up their web site for the first time or upgrading one they already have.

Resource: The Importance of Web Design

Browse 325 other resources recommended by our members in KHE's Resource Library. Or add one of your own!

LESSONS LEARNED: CO-MARKETING VIA EMAIL

Last week, E-Marketing asked for suggestions about how to structure a co-marketing arrangement in which his company and partner companies would cross-promote each other in their email broadcasts. Here are some highlights from the conversation.

• adamcustom: Are their customers your target group? Supposing you have done your own mailings before, what is your response rate? What is the response rate your co-branding company gets? ... Do your clients know you work with each other that close? Do they accept it?
• michael: It depends on each partners relationship with you. If you are sending out emails that create a great response and theirs generates no response, who cares how many times they send them. ... Another consideration is the relationship your partners have with your customers. If they are past providers for them and the relationship ended on a bad note, you could find yourself in bad light.
• E-Marketing: Fortunately, we have pretty good partners generally, and very complimentary products. A person pretty much has to buy our product to use theirs, and vice versa. Sort of like bread and jam, eggs and bacon, or milk and chocolate. You could conceptually use each of them separately, but you really need one to make the other.
• billc24: I would be careful about basing your quid pro quo on how many emails are sent out. That is not the goal. The goal is sales. My thought is that you and your partners should work out what you think is equitable for the first couple of cycles (literally specify which emails to how many, etc.) You would rather contact 10 excellent prospects than 100 so-so prospects. While you are doing this, monitor as closely as possible how effective the program is to driving sales to each product line. Then sit down again, and based on the RESULTS, formulate an equitable arrangement.
• mbarber: Consider valuing the list at a per transaction value. If you are selling a product worth $1000 and they are selling a product worth $10,000, in theory you could ask for 10 times the eyeballs of your co-op partner. ... Another option is to ask for % of sale. Each of you swap 3% of the sale item. The more you sell the more you get. ... Finally, a thought - list swapping should be seen as a way to add value to your current customers, not solely as an income producing stream. Keep asking yourself: "Are our customers feeling better about us because we are helping them gain products or services that we don't sell, cheaper than they could otherwise?" If the answer to that question is YES, what you are actually engaged in is a customer retention strategy that stops you losing customers to your competition and THAT is worth its weight in gold.

Question: Co-marketing Through Email

Do you have something to add? Feel free, if you like. Even though the question is closed (and you can't earn points for it), the Asker will be alerted to your response.

TIPS & TRICKS: GROUP DISCOUNTS

An annual Premium membership with MarketingProfs is $49.95. But did you know that you can buy 5 memberships for $125? That brings the cost down to just $25 each.

Two ideas to consider:

1. Find 4 friends, and buy a Corporate Account together


2. Buy 5 yourself, and give 4 away to clients as gifts

Whoever purchases the account becomes the Corporate Administrator for the group. He or she can invite anyone to use the other licenses.

Questions about the benefits of membership? This page will help. Or reply to this email to write me.

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 Resourceful are those who have contributed the most entries to the Resource Library. The Most Expert are those with the highest number of Expert Points (earned by answering questions).

NOTE: These are our top members as of midday June 10, 2005

MEMBER SPOTLIGHT: MEET W.M.M.A.

This week's featured member is Randall Montalbano (also known as: W.M.M.A.). This Top 25 expert has been a member of MarketingProfs since August 2004 and has posted more than 1100 responses in the forum since that time. Read on to learn more.

Where are you based?
The great city of Houston, Texas, U.S.A.

What do you do in real-life?
Sometimes I get confused as to what is real and ... nevermind. This is it. I am a marketing guy. Senior Advisor - White Mountain Marketing Associates.

Tell us about your company.
About 12 years ago, WMMA began and as a full-service Ad/Mark firm. We have since expanded our services to include specialized marketing services and one2one marketing. Most recently we formed an alliance with a firm out of Mexico City. We are partnering to impact the Hispanic Business Community in SE Texas. We are also strong in developing strategic relationships for our clients. We have clients that want us to do nothing but go out into the great business world to locate and secure strategic partnerships. We've gotten pretty good at it. Additionally, I have recently partnered with a group of investors who are seeking companies from start-up to acquisition for which to provide funding. (Qualifications are a very good business plan and a good credit rating.) Finally, we're outsource guys. We have, through the years developed relationships in as many B2B services as there are. Clients ask us to go "fetch" a provider for ... whatever. We do just that.

What kinds of KHE questions do you enjoy most?
I enjoy most questions about strategy. However, I really enjoy it when a student, who is obviously hungry for knowledge and has done a considerable amount of research, has structured a question that just makes everyone want to participate in this kid's future.

Describe a specific KHE discussion you learned something from.
I believe that learning is all-encompassing. A specific discussion would have to be one of those started by Deremiah. He makes one think about the important aspects of life, which translates into growth for you or your client. I always take something away from the questions and the vast array of responses.

What is your favorite marketing book? Why?
I like the overview aspects of business learning. I am going to say a book from one of my mentors, "Leapfrogging the Competition" by Dr. Oren Harari, professor of business and marketing University of San Francisco.

How many years have you been in marketing?
I began putting my nose in other people's business about 35 years ago. It started by my responding to an ad for a copywriter. I was informed that the position had been filled. My response was: "You hired the wrong person." I got an interview that day, started the next. Not long thereafter, I was a principal in the agency.

Do you have a mentor? What has he/she has taught you?
I mentioned Dr. Oren Harari. But one other was a guy named Don Wolfstone. He was the ultimate ad agency hustler. What he taught me was the spirit of getting out there and staying out there. He was a relationship guy, if there ever was one. Finally, my humble thanks to Kevin Roberts, Global CEO of Saatchi and Saatchi. Here is a guy who says, "Here I am ... take it or leave it." He, IMHO, is a brilliant strategist. Ask him, he'll tell you the same thing.

Describe one of your non-marketing hobbies or interests.
My 104hp, custom chopper/cruiser.

What is the value KHE provides to you personally?
What an incredible place. Here is a virtual self-governed site where thousands of the brightest marketing minds on the planet, eagerly await the opportunity to assist someone they have never met, to solve nearly any marketing problem that arises. I hate to say this (only for economic purposes), this site is priceless in providing such an opportunity for knowledge.

Do you have any advice for new members of KHE?
New members, heed this: Become a Premium Member. It is worth the extra bucks. Read the questions and responses thoroughly, not jumping to conclusions or taking offense at anyone who may disagree w/you. Study each response. This site is a wealth of knowledge. Participate.

Do you have a favorite quote you want to share?
"DO, OR DO NOT. THERE IS NO TRY" - Master YODA

Is there anything else you would like to say to the community?
Yes! Thank you. Thank you for your patience, your wisdom, your advice, your seemingly endless guidance. This may seem strange to say about a website, but it is an honor to be associated with the community that is KHE. I wish only the best to each one of you in your endeavors, within or out of marketing.

COMMUNITY STATS

Active Unique Participants (to date): 6,352
Closed Questions (to date): 7,434
Currently Open Questions: 138
Total Responses (to date): 50,565
Subscribers to this newsletter: 15,563

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

Lindsay shares this week's good news:

"I posted a question requesting a critique of our Aussie Wines website and was overwhelmed with the response. Not only did I receive advice on our coding, SEO links for me to research and great ideas to "excite" our site, including layout and competitions, but also marketing advice, ideas and links. We are based in Australia but targetting the U.S. so to get such immediate and market relevant information was fantastic. This advice is absolutely invaluable - and what a great community spirit comes across in the replies. I will be doing everything I can to earn points so I can ask more questions and tap into that wealth of knowledge that is there for the asking. Thanks again everyone."

The Discussion: Aussie Wines Website

SPECIAL THANKS

Thank you, W.M.M.A., yowossup and Lindsay for contributing to this newsletter. And thanks to all the community members who have emailed or posted suggestions, technical reports or questions since the last issue. Your energy drives this community's development. We couldn't do it without you!

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

LAST LAUGH

I like to close with a smile. So this space is dedicated to something amusing one of you folks have posted in the forum.

Earlier this week, bower_king asked what the term "ghost marketing" means. My favorite, so far, is E-Marketing's response: "That's all I see out on the internet about it. There was one article that implied that it was an internet marketing technique, but the link to the site with information about is was dead :^("

Discussion: What Is Ghost Marketing

Have something to add? Jump in! This Question is still open.

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