Know-How News by MarketingProfs.com

Issue 56 | June 23, 2006

Dear Askers & Answerers,

This issue is packed with ideas to help you with your business. To kick things off, our Premium article shares a long list of do's and don'ts for your customer newsletter. Author Eileen Fogel offers practical advice about strategic objectives, what to name the newsletter and the content. If you're thinking about launching or revamping a newsletter, this article is for you.

Next, Nick Usborne shares some surprising results after testing different prices for an e-book. And Robert Kaden rounds out our article selections by reminding us why it's foolhardy to bypass the market research step when embarking on any new initiative.

Then check out what's hot in the forum this week! You'll see KHE's Top 10 discussions and who's been most active in them. You'll read about a couple building a post-Katrina business in New Orleans. You'll meet NoStressXpress. And, saving the best for last, you'll smile as you read some witty slogans members have come up with.

I hope you enjoy this newsletter. I'm always happy to receive your feedback or questions. Have a great weekend!

Happy exchanging,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 184,000 marketers connect, learn, succeed.

P.S. Need to know more about PowerPoint, online surveys or email marketing? Please ask our advertisers for more information. Their support makes this newsletter possible.

Electronic vs. Print: The Evolution of the Company Newsletter (Part 1 of 2)

How to Determine the Best Price for Your Product or Service

The Case for Marketing Research

Best Practices for PowerPoint: Free Webcast

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Electronic vs. Print: The Evolution of the Company Newsletter (Part 1 of 2)

By Elaine Fogel

Of the many marketing communications vehicles available, few have the longevity of the customer newsletter. In many organizations, it's evolved into the cost-effective and timely e-newsletter.

But those who choose to use one channel exclusively over the other may not be making the best marketing decision. The truth is: both have their strengths and weaknesses.

Get the full story.

Note: This article is available to our Premium Members only.

How to Determine the Best Price for Your Product or Service

By Nick Usborne

When you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility. But if you are selling something less tangible—like a service, a subscription, a seminar, a downloadable report or an ebook—the range of prices you can charge is very broad, and often surprising.

Get the full story.

The Case for Marketing Research

By Robert J. Kaden

Why are companies constantly changing their advertising message? Why do 95% of new product introductions fail? Why is so much money wasted on poorly conceived marketing programs when research could illuminate the way? There are three traps that prevent many marketing people from using research effectively. Learn to avoid them.

Get the full story.

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Here are this week's hottest topics. These have been the most active discussions in KHE over the last seven days.

These are this week’s superstars! The Most Stimulating started the hottest discussions. The Most Active contributed the most posts (questions + answers). And the Most Expert earned the most points.

Most Stimulating	Most Active	Most Expert
richard crossedrifles_11b majic2 smile I Like That Payment ozdesign b.burns marco_tsc ASVP/ChrisB ghousi21	rbauman ShannonD Frank Hurtte MANSING jpoyer darcy.moen W.M.M.A. wnelson smile streatpe	rbauman ShannonD MANSING Frank Hurtte jpoyer darcy.moen stlubahn telemoxie vic streatpe

Earlier this week brentnormand posed a question about his new cafe in New Orleans. Read on to see what advice KHErs offered for drawing traffic in a post-Katrina marketplace. This conversation is ongoing, so feel free to weigh in. Or just browse the responses so far.

Discussion: Need Marketing Ideas To Bring in New Customers

Have something to add? Please do! This question is still open, so you could win points for your answer.

Carrie admits to being fascinated by the aliases people choose for the forum. For this reason, the responses from Conrad Mangapit, alias NoStressXpress, have made her curious about him. In the year he's been a member, this Top 50 expert has responded to more than 300 questions. Given his diverse background and plans for the future, Conrad wins Carrie's award for Renaissance Man. Read on to learn more about this active participant.

Profile: Meet Conrad Mangapit

Or browse 1152 profiles in our Member Directory.

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Each week you will find something handy in this spot. It will be temporarily available as a thank-you for opening our newsletter.

This week's prize is the recording of one of our most popular seminars: Trade Show Strategies: Bigger Bang for Your Marketing Buck. See the event description here. (Notice it sells for US$99.) Then use the link below to replay the recording any time before KHN mails again next Friday. Enjoy!

Resource: Trade Show Strategies

Or browse 372 resources posted by members in our Resource Library.

Need a laugh? Today's funny highlight comes from a discussion started when streatpe shared some new twists on familiar brand slogans. Here are a few we liked best. Skim through the forum thread to read the full list (click the link below).

General Electric: We bring good things to Jack.
Capital One: When there's no cash in your wallet.
Delta: We piss off our pilots because it makes them fly better.
Wendy's: We have better toys than McDonald's.

It was tough choosing, but here's Val's favorite, posted by ShannonD. (Val's ready to volunteer for the pilot program.)

Starbucks: We'd put a shop in your house if you'd let us.

Discussion: Alternative Brand Slogans

Have something to add? We'll alert the Asker when you post.

Want to share the news? Invite your colleagues to participate in our online discussion forum, Know-How Exchange.

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