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,

The big news this week is MarketingProfs now offers Premium articles for sale, one-off. So for just a few dollars you can purchase an article without commiting to a long-term relationship. ;)

Of course, we hope you'll plan to stick with us for a few months or a year (or lots of years!) with one of our membership plans. And we think you'll see the value they offer. But for those of you who want a low-risk trial arrangement, be sure to look for the Buy this article option when you click on a Premium article.

I have good news for those of you who have asked me about our upcoming SEO Vendor Selector. It will be available in less than two weeks. Carrie tells me we will launch with 50 SEO product listings. Watch for the announcement in MarketingProfs Today.

Finally, our next virtual seminar will be on August 18. The topic is Breakthrough Communications Strategies for Today’s B2B Market. Questions? Reply to this email.

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. Interview questions for a marketing director
2. Directory Usability Critique and Sales Suggestions
3. Is it better to rebrand or spend more marketing?
4. Intro Letter
5. Cost of cinema advertising, how to compare
6. Pay-Per Call campaign? Anyone use it?
7. from stealth to stardom
8. How to effectively manage a distributor?
9. b2b technology branding
10. New business network for online professionals

RESOURCE REFERRAL: GET YOUR GOOGLE PAGE RANK

This week's resource referral comes to us from FireFox 1.0.6. He recommended a quick way to get a Google ranking for your web site. It’s simple and easy to use. I tired it out on several URLs and was impressed that I did not have to install the Google toolbar and that it worked from browsers other than Internet Explorer.

Resource: Get Your Google Page Rank

Browse 308 other resources recommended by our members in KHE's Resource Library. Or add one of your own!

LESSONS LEARNED: FULL-SERVICE AD AGENCIES

Last week, StarsDie asked whether it is better to hire one full-service ad agency to handle all projects - or to contract with different agencies for different projects (based on price or expertise). Here are some brief excerpts from the conversation:

• amandavega: I say that it's good to use multiple vendors if you can manage the complications with billing and creative strategy. When using multiple agencies, we find that the biggest flaw is that none of them communicate with each other and you end up with random messaging and confusing branding.
• henriduong: If the advertiser sees value in convenience, then he/she would use the full service. If specific perception of quality is more important to an advertiser, then it is best that agencies work closely together to maintain consistent branding. The advertiser needs to really be a leader in this case, as he/she needs to continually manage the standard of delivery from multiple agencies.
• jmueller: You gain an advantage by using an agency for what they do best for the best rate, and using another agency for another need. Certainly there are price breaks assoicated with being a contracted client, but until you find an agency that can meet all of your needs with exceptional quality and creativity at a competitive price, than utilize a few. (3 at most). ... I say this hoping you keep this in mind: Your ultimate goal should be to find one agency that can meet all of these needs. ... So, use a couple but keep looking for the "one."
• adamcustom: Is it more convenient to work with one agency? Yes. Is it easier? Yes. Is it cheaper? Quite often not. I think the issue mostly boils down to the question of if this one selected agency can and will fulfill your expectations and offer real value you need. ... Of course you will perhaps pay a bit more for leaflets, gizmos or promotional materials, but if it's the price to be paid for consistency of your campaigns, then it's worth it. The case is to find a partner who will really understand your needs and values you want to put before your public.
• mgoodman: The value an agency brings is a function of the people involved. If you have a great account exec and a talented creative team, use them for everything they can do for you. If they are only good at one or two things, then you'll have to use multiple agencies. ... If the convenience is more important to you than having the very best people working on every facet of your marketing program, then it may be worth hiring an agency that does B or B+ work on everything. If you want A+ across the board, you'll probably need multiple agencies.
• jwinsper: Be clear on what you need for help, near and far. In some cases the cost to switch or manage multiple agencies can be quite dramatic - including transfer of equity and knowledge between team members, integration of ideas, collaboration and the learning curve amongst new team members. These "soft costs" do not show up on a spreadsheet, but can become ugly for any marketer.
  

Question: Pros and Cons of Full-service Advertising Agencies

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: BECOME AN AFFILIATE

Earlier this summer we launched our MarketingProfs Affiliate Program for our Charter Affiliates. Things have gone very smoothly with this first group. So we are ready to accept some more Affiliates into the program.

If you are interested in promoting MarketingProfs memberships and seminars in your marketing newsletter, blog or Web site, just fill out an application, and I'll get back to you. The chief requirement is that you have an audience of marketers you are already communicating with.

Affiliate Application: http://www.marketingprofs.com/aff/

The link you offer your readers will track their purchases on our site for 90 days. So, if you like, you can do a soft sell by using one of our "View My Profile" graphics to link to your KHE profile page. Then, later, if the visitor upgrades, you'll receive the commission.

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 August 5, 2005

MEMBER SPOTLIGHT: MEET JO MASTERSTON

Have you had a chance to interact with JoMasterston? This Top 35 expert has been with us since March 2005. Jo is a very busy woman: She has a day job, she's actively involved in our forum, AND she has her own consulting firm. Read on to learn more about this exceptional member.

Where are you based?
Seattle area, WA, USA

What do you do in real-life?
Small business consulting. Also, I just starting a new position as a Trade Director for ITEX (a Business-to-Business barter organization.)

Tell us about your company.
ITEX is a cool organization that facilitates barter between businesses. We call it the cashless marketplace. I have been an ITEX member for 5 years and have encouraged many clients to consider barter to stretch their cash resources. Starting in June, I have been working directly for the Seattle Trade Exchange. ITEX is active throughout the U.S. and Canada. Barter is a great way to stretch you marketing dollar! For more info or to join please contact me at 206.264.1660 or http://206252.itex.com/.

My own company, 2Morrow Consulting, offers help for overwhelmed small business owners focusing on strategy, process and marketing. We offer a solid knowledge of business theory, tempered with a reality based insight that produces a workable plan for small business owners.

What kinds of KHE questions do you enjoy most?
Names and tags are fun because you can take the info given and brainstorm ideas that the Asker can use to fuel their own naming process. Usually the question gives you good insight as to what type of name/tag is desired. I try to always listen to what is being asked, and then give ideas that incorporate the key concepts hoping to be expressed. I really like a name (or tag) to give you some idea what the company does. A good name can be an awesome marketing tool – by helping your clients find you.

What is your favorite marketing book? Why?
I learned a lot from The E-Myth (which is more of a business book). This book changed the way I looked at running a small business, by exploring the difference between running a business and owning a job. This mindshift encourages you to brand your business not just yourself. I have used concepts learned in my own businesses as well as working with clients. I also love the Guerrilla Marketing books. They help me look for alternatives to traditional marketing, which often very effective/cost effective for small businesses.

How did you get started in marketing?
Running my own retail business, I needed to learn about marketing. I read, took classes, asked questions, tried things and finally studied marketing (after I sold my business). I now use my knowledge learned both for myself and as a small business consultant.

Did you study marketing in college or on the job?
Both.

Do you have a favorite tool that helps you do your job?
Email!

Describe one of your non-marketing hobbies or interests.
My teenage daughters are at such an exciting time of their lives; watching (and sometimes helping) them decide what kind of adults they will be is very rewarding. So many decisions and experiences await them. I also love reading about business in general – What is more exciting than the trill of growing a business?

What is the value KHE provides to you personally?
I like knowing my input is valuable to others. It is also fun to see how others respond to the same questions. I learn something everyday I am on the site. There are some really smart people at KHE, its fun to be part of it.

Do you have any advice for new members of KHE?
Jump right in! Give your opinion. You never know what will be helpful to someone else.

Do you have a favorite quote you want to share?
"Do something, if it doesn't work, do something else." - Hightower

Is there anything else you would like to say to the community?
Thanks for letting me be part of this cool group!

COMMUNITY STATS

Active Unique Participants (to date): 7,230
Closed Questions (to date): 8,502
Currently Open Questions: 120
Total Responses (to date): 56,784
Subscribers to this newsletter: 16,901

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

Dyer shares this week's good news:

"As you know, after you read your own copy for a while, it gets more and more difficult to come up with fresh ways to see things -- and to be an effective communicator! I felt I was stuck in that place so I posted a question to the KHE requesting some "quick hit" suggestions to improve our web site. Within 24 hours I had many thoughtful critiques that have gave me just the jump-start I needed to make edits that will really make a difference! What a great resource!"

Question: Quick-Hit Improvement Suggestions

SPECIAL THANKS

Thank you, FireFox 1.0.6, JoMasterston and Dyer 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, Achim, Allen, Ann, Carrie, Roy, Sharon and Shelley.

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.

Last week Papadoc (Steve) posted a light-hearted thread in our Just for Fun section, looking for marketing quips and observations. The full page is a good read, but I think SteveB's post about The Shephard and the Consultant is my favorite.

Discussion: Chicken Zoop For the Marketing Soul'dier

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

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