Know-How News by MarketingProfs.com

Issue 61 | July 28, 2006

Dear Askers & Answerers,

Happy Friday! This issue of Know-How News brings you ideas about market research, guerilla marketing, email marketing, customer loyalty programs and marketing plans. Something for everyone.

Stephan Spencer offers extremely practical advice in his article about using Google for market research. Alain Thys talks about what it really means to be a guerilla marketer. And Daniel Jung shares advice for dealing with the preview pane.

Curious what's new in the forum this week? The highlights are recapped below. Just click to learn some methods for creating an emergency customer loyalty program. Get to know KHEr, darcy.moen. Listen to a seminar about marketing plans. And laugh with us about some funny city names.

I hope you enjoy the newsletter. Have a great weekend!

Happy exchanging,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 190,000 marketers connect, learn, succeed.

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

Making the Most out of Google as a Research Tool (Part 1 of 2)

The 10 Truths of 'Real' Guerrilla Marketers

Can B2B Newsletters Survive the Preview Pane?

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Making the Most out of Google as a Research Tool (Part 1 of 2)

By Stephan Spencer

If you're like most of us, you use Google almost daily as a search tool. But Google is capable of so much more than simple search. You'd be surprised at what Google can do to make your work life more productive and easier on any number of levels.

In fact, were you to master Google's powerful search refinement operators and lesser-known features, you could save lots of time scouring irrelevant results. More enticing is the promise of elusive nuggets of market research and competitive intelligence out there, waiting to be discovered.

Get the full story.

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

The 10 Truths of 'Real' Guerrilla Marketers

By Alain Thys

Guerrilla Marketing is often defined as an unconventional way of performing promotional activities on a very low budget. While this is accurate, it's not quite right. The great guerrillas like Che or Mao had something more going for them than being "unconventional and cheap." Their battles became legend because they were thinking beyond the next quarter.

Get the full story.

Can B2B Newsletters Survive the Preview Pane?

By Daniel Jung

It's long been known that preview panes and the blocked-images feature in email clients are problematic for B2B marketers. The majority of B2B readers are using both the preview pane and the default blocked-images functions to decide whether to open emails and block unwanted downloads. Companies that do not take steps to address these findings with their email design and format will be doing a disservice to their subscribers.

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
W.M.M.A. BevH montva57 anichols2 cherrychum_2002 KJ Marketing EvaH dgsilva Tatyiana mayster_nonstopbeauty	MANSING kpalmer Frank Hurtte W.M.M.A. rbauman douglas.hitchcock Maximus darcy.moen Deremiah, *CPE wnelson	darcy.moen mbarber Frank Hurtte Deremiah, *CPE kpalmer Maximus marilia.zanim EasyE rbauman douglas.hitchcock

The energy in this discussion is contagious. New member montva57 is looking for help for a pharmacy and some other merchants being forced into relocation by a redeveloper. The ideas offered already will be interesting to anyone working on a customer loyalty program in a B2C environment. Follow the link below to learn and/or contribute.

Discussion: Help Needed Fast!!

Have something to add? Please do! You could win points.

An entrepreneur since he was 9, Darcy Moen (darcy.moen) brings a wealth of practical, real-life experience to the forum. After interviewing him, Carrie is not surprised that he’s not only a Top 25 contributor, but also frequently in the “Most Expert” and “Most Active” categories. And she wants an autographed copy of his book when he writes it. Read on to learn more about this active participant.

Profile: Meet Darcy Moen

Or browse 1186 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 our seminar by KHE expert, Markitek: How to Write a Marketing Plan. Click here to read the description. (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: How to Write a Marketing Plan

Or browse 375 resources posted by members in our Resource Library.

Last week deni418 launched an entertaining discussion about city names. The topic isn't exactly marketing-related, unless you think of city names like product names ... and you consider what it would be like for the local Chamber of Commerce trying to promote them. Hmmm.

As usual, there are many funny contenders. Val's favorite is the name "Eighty-four," described by tmh1. Find yours at the link below.

Discussion: Noxapater, Is There Anything Worse?

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

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

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