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,

If you've been in KHE in the last 72 hours, you're probably aware we've been working on the new URGENT Questions feature for the forum. As of today, the functionality is officially live!

Here's how it works. When you post your next question, you'll have a new option: upgrading to URGENT status. It's Step 5 on the Ask a Question form. For a US$5 fee, you can give your question enhanced visibility. (Premium and Premium Plus members with annual memberships can upgrade for free.)

What do you get for your $5?

• Your question at the top of the KHE mainpage for 3 days
• Our top experts and other members who have opted in will receive a special email alert about your question
• Your question will be called out in the Daily Digest email
• You'll have the opportunity to buy and add additional points to your question as you upgrade it
• You can even upgrade older open questions, giving a boost to discussions that have slowed down.

This new feature rewards serious question Askers with better visibility. The concept was developed by KHE members on our advisory team. We can't guarantee you'll find the perfect solution every time. But we can promise you that more of our members will be aware of your question if you post it with URGENT status, and you're more likely to draw the attention of someone with relevant experience and some time to share it with you.

Please get involved and try it out! Opt-in to receive the email alerts so you will know when a new URGENT question has been posted. You can do this from your My Email Alerts page in KHE. The individual emails (under the "Real Time" section) are working now. The Daily Digest emails will be working in the next week or two.

We hope you'll like it!

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. wireless marketing
2. What is marketing management?
3. Site Architecture for a Job Portal
4. rural India
5. Marketing Plan and Strategic Marketing Plan
6. Making a sales pitch to CEO
7. importance of brand communication in positioning
8. How can I get daily prices for tropical fruits
9. what is brand association?
10. What is membership marketing?

RESOURCE REFERRAL: BABEL FISH

If we had an award for "Most Resourceful," it would have to go to Peter (henna gaijin). Thanks, Peter, for sharing another useful resource with the rest of us. He writes:

"Babel Fish does simple language translations between some 12 or so languages. It's not 100% perfect, but good to get the general gist of what someone is saying. I have used it when I received international requests in languages I don't understand. It's not good as a replacement for a translator, but works as a way to help you understand the basics of what a documents/email says."

Resource: http://babelfish.altavista.com/

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: TRADE SHOWS

Last week, Secured posted a question asking for feedback about how to best use a valuable pass to a major networking event. Here are some of the ideas suggested by the community. (Notice how the Asker's steady involvement kept the conversation rolling.)

• wmma: I would recommend going to the website and researching who has attended in the past - who are the principals and major players in those organizations (don't forget these things are for mostly salespeople to sell something)...then make a list of those persons with whom you want to speak...finally, WORK THE FLOOR!!!


• Secured: I have experience running trade show booths, but I do not have experience as a floor-walker. I'm at a loss as to how to attract attention at a tradeshow when my location isn't fixed. I guess I'm looking for ways to attract and interact with prospects *around* the event, rather than in it.


• Pepper Blue: Stay at the official event hotel. Spend a lot of time in the most popular bar at the hotel. This is where you will make the best contacts. It doesn't mean you have to get sloshed every night starting at 5, pace yourself, but be very personable and offer to buy a lot of drinks. Eat your meals at the hottest restaurants near the site. These may or may not be in the hotel itself. There are always a handful of places that everybody goes, that's where you need to be. ... Attend the seminars that will attract your prospects. Hang out by the coffee and pastry table before and during breaks.


• Secured: I'm particularly fond of the bar/restaurant idea and I'll be sure to print out your recommendation to accompany my expense report. ;-)


• SRyan: Don't forget to brand yourselves physically, especially if there are several of you attending the show. Tell your team that it's mandatory to wear your "uniform" of matching logo shirts and khaki pants. Even if you don't speak to a soul, you'll earn some visibility, particularly when you're roaming as a pack. Keep an eye out for exhibitors who might make good strategic partners and introduce yourselves. Observe what's going on in the successful booths. Are people swarming in and out just to win a prize? Are people engaged in meaningful conversations? Don't be afraid to tell those exhibitors that you're thinking of doing next year's show and wondering how they've made it work well for them. But do it during the low-traffic hours of the event.


• Secured: I like the team branding - even if it will be only a few of us. I had actually been thinking of going suit and tie, but you've convinced me otherwise.


• D4Demand: Many trade show organizers sell their lists of the people attending THIS YEAR's trade show. We used this to great advantage. ... Find out if you can hold a seminar or a press conference during the show. Make plans to meet with the trade press covering the event and make plans to meet with the show organizer. ... Even though you are not an exhibitor, you could set up coffee and donuts in a room at the hotel for a free breakfast. ... Have a complete set of goals for the trade show. Know why you are going to the show and what and practices you must carry out to accomplish these goals. PLAN FOR YOUR FOLLOW UP: Before you pack your bags, have procedures in place for follow-up. What will you do if you reach that 'dream prospect' on the show floor and he ask you for something you didn't bring? Have those materials in your office ready to mail out. NEVER, NEVER, NEVER quote prices on the trade show floor.


• Secured: I am most attracted to the press conference idea - with a slight variant. The one thing I do have is a huge list of press contacts. I'm positive that if I call 'em up they'll all be at this event. I can probably get 15 minutes with just about anyone and can use it to pitch by-lined articles.


• ASVP/ChrisB: Host a cocktail session somewhere nearby shortly after the show closes. Just make sure it doesn't clash with official events or this will be the last free pass you get from these organisers. Print some invitations and go round the whole show inviting all the exhibitors (if the are prospects, that is) to drop by and have a drink with you after the show. Then collect their information either immediately or at the drinkfest. No-one turns down a chance for a free drink.


• AndrewS: Develop a killer business card (use the back of them, use bold graphics or fonts, add a description of what you do).


• telemoxie: One idea which I have often considered is to approach someone at the show who has a lower amount of traffic, and offer to help - e.g. bring a fishbowl for people to drop their business cards in (or some way to gather names of attendees - some shows have electronic ways to gather info) and several expensive giveaways, and let their booth raffle off the giveaway in their name (provided they share all the generated leads with you).


• SRyan: I feel like I need to make a comment regarding all of the hang-out-at-the-bar suggestions. You need to have a strategy to help members of your team "politely disengage" from some of the inevitable unproductive conversations that are fueled by alcohol. Have a Designated Eavesdropper who can gently interrupt and request your attention for a matter with the waiter, for example. Not all of us are smooth minglers in business or social situations, so just be ready to help each other out.


• Secured: Odd that I have this system with my wife, but not my co-workers. (Perhaps because my wife has saved me from co-workers in the past ...)

The Full Discussion: Turning a Floor Pass Into Lead Gen?

TIPS & TRICKS: YOUR BIO

If you think you may ask more than one question in KHE over time (and we certainly hope you will), you really should consider spending a few minutes filling in your member profile page. The information you list here about your industry and functional experience will help Answerers know how to customize their responses specifically to your needs.

If you're not comfortable revealing your company's name or your niche in the industry, that's fine! Just say as much or as little as you like. Remember, you can choose whether or not to display your email address. And it's a simple matter to update it whenever you like. Just click on "My Profile" in KHE's right navigation box. (You must be logged in to see the link.)

Think of this as your networking bio - something that will transcend jobs or projects and help you give context to your questions and your answers in the forum. Say it once on this page, and you won't have to explain it over and over again in future posts. Just invite people to click your name to learn more about you.

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 September 24, 2004

MEMBER SPOTLIGHT: MEET SWEETASMAN01

Many of you will recognize Sweetasman01 as the enthusiastic student participant who recently earned his spot in our Top 25 list among seasoned professionals. Carl has proven that jumping in with both feet is the best way to accelerate your learning here in KHE. Learn more about our youngest expert.

Where are you based?
I live in Dunedin, New Zealand.

What do you do in real-life?
I am a student at the University Of Otago. I am majoring in Marketing and minoring in Computer Science.

Tell us about your company.
I don't have a company YET!!! But I am working on it.

How did you find KHE?
On my first day at University I went to my Marketing 101 class. It was not as bad as I thought it was going to be. I then went to the god of search engines and typed "marketing help" and that was that. KHE was 15 on the list but the first site I went to.

What kinds of KHE questions do you enjoy most?
The ones that ask for cool websites or jokes. I have found a few really good ones that I am saving for a rainy day.

Describe a specific KHE discussion you learned something from.
Only one!!!! There are soooooooooo many. Let me think. It would have to be ... the one where Michele asked about her website and wanted people's opinions on it.

What is your favorite marketing book?
I have not read many, but this book is good: "Consumers" (2nd Edition), by Arnould, Price and Zinkhan. Publisher: McGraw-Hill Irwin 2002.

Do you have (or have you had) a mentor?
No not yet, but if anyone is interested in being my mentor click my name and send me an email.

What is your next career objective?
hmmm ... I am not sure, but at the moment I would like to be a marketing person for a video game company like EA games.

Do you have a favorite gadget/tool?
It is called "the Internet."

Describe one of your non-marketing hobbies or interests.
I have many. At the moment I am learning about html and web design so I should have my first website up in a few months. I also play field hockey and I recently made the Otago under-21 team.

What is the value KHE provides to you personally?
A good laugh and a great way to learn in a friendly environment.

Do you have any advice for new members of KHE?
Read the COMMUNITY GUIDELINES and use the SEARCH QUESTIONS link BEFORE you post your question.

Do you have a favorite quote you want to share?
"Don't worry about the DOGS, concentrate on selling the FOXES" - Gary Halbert

Is there anything else you would like to say?
Well that is it from me. I hope to see your answers to my posts very soon.

COMMUNITY STATS

Active Unique Participants (to date): 2,705
Closed Questions (to date): 2,980
Currently Open Questions: 111
Total Responses (to date): 22,385
Subscribers to this newsletter: 9,664

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 KHE Success Story comes to us from Stacey O'Halloran, aka ohallost. She writes:

"I read the MarketingProfs e-newsletter religiously (and have convinced a few co-workers to do the same), so when I needed some fast facts and trustworthy answers re: our e-newsletter, I knew where to turn. I work for a nonprofit that doesn't have fancy things like marketing departments, and so it's up to me to convince the rest of the group that words, timing of emails, etc. are important. I submitted a question about deliverability of our e-news with words like "free" and "% off," and I received quite a few helpful replies. I was able to probe a little further and get relevant information that helped me make a decision for our next edition - and I've got the expert advice in writing to prove it to management!"

Stacey's Question: What Not To Say In an Email Subject

SPECIAL THANKS

Thank you, Peter (henna gaijin), Sweetasman01 and ohallost 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!

JBtron, Peter (henna gaijin), Jim Deveau/Catalyst, Michele, mbarber, ASVP/ChrisB, Jett, SteveB, Vevolution, Pepper Blue, jose04, jason.koulouras, vcboone, Tiggereh, Tom4IT, tjh, Secured, fkurilla, marie.meyer, mjklanac, alenkarutar, Ricky, telemoxie, Deremiah, *CPE, thinkmor, SRyan

LAST LAUGH

I like to end with a smile. So this space is dedicated to something amusing I find posted in our forum.

New member, admin, posed a question about emails vs. popups. It was ASVP/ChrisB's response that made me laugh.

The Discussion: Are Embedded Email Signups Better Than Popups?

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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