Know-How News by MarketingProfs.com

Issue 6 | February 9, 2007

Dear Small Business Marketers,

People use the term "brand" to mean a lot of different things. Today's top story by senior contributor Debbie MacInnis will show you the most useful way to think about your brand.

From our next two articles learn 1) how you can use press releases for lead generation and 2) tips for creating better sales collateral.

Then swing by the discussion forum for all kinds of small business ideas. Browse this week's 10 most popular questions. Read advice from several experts about viral marketing. And play back a seminar about direct marketing (at no charge).

I hope you enjoy this newsletter!

Best wishes,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: An online community of 239,700 marketers

P.S. We're quite pleased to have two new advertisers with us today! Ads keep us afloat. So if you're interested in lead generation or consulting, please do check out the ads in the right column.

Just What Is a Brand, Anyway?

The Underrated Power of the Press Release

Six Ways to Prepare Better Collateral for Sales Teams

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Just What Is a Brand, Anyway?

By Debbie MacInnis

If you were to look at what people have written about branding, chances are you’d be confused about many things, not the least of which is the term “brand.”

What is a brand, anyway? What does it mean? How is it different from "brand image" or other terms? Understanding these things is the first step toward clarifying your brand.

Get the full story.

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

The Underrated Power of the Press Release

By Paul McCord

Most larger companies have long known the value of the press release. But the vast majority of small companies are unaware. The notion that to make it into the newspaper, companies must have some momentous news break is just not true. Small companies are missing out on possibly the most dynamic form of promotion and lead generation there is.

Get the full story.

Six Ways to Prepare Better Collateral for Sales Teams

By Jonathan Kranz

Ah, sales and marketing. They're like siblings fighting in the back seat while mom, pop—-or a company executive—-drives the car. Jonathan doesn't know how to stop all this bickering (and he's not interested in "who started it"), but here he suggests a few ways those of us on the marketing side can ease the tension by better serving their sales brethren with more productive collateral.

Get the full story.

Discover the 5 critical keys
to consulting success

•	26 lessons from Rasputin
•	A client's-eye view of what's essential
•	8 top consultants share their secrets

Do you have what it takes?

Find out now

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
GR Shoperella Cyndal8605 michael GR farfromnormal jeff cbajpai kweaverNWP bduncan	proeditor shghosh W.M.M.A. Tracey Frank Hurtte stevea kathysmithcasting peanutpeanut GR Vevolution	Jeremy @ SB&MS proeditor mcsten Positive Thinker wnelson shghosh ASVP/ChrisB stevea kathysmithcasting Tracey

Shoperella (a self-described serial entrepreneur) launched one of this week's top discussions. She is looking for ideas for an inexpensive viral marketing campaign. She received all kinds of advice that would be great for any of us.

Discussion: Ideas for a Viral Marketing Campaign

Have something to add? The Asker will be alerted when you post.

Today's perk for KHN subscribers is our seminar: Integrated Media Planning in Direct Marketing to Consumers. Click to read the description. Then use the link below to replay the seminar before next Friday. (The time limit is just for non-Premium Plus members. Premium Plus members may replay the seminar any time.)

Here's what one attendee told us about this seminar: "Good overview of what's working and not working in B2B lead generation with some excellent ideas for new avenues to consider." Don't miss the chance to replay it. (Normally $99.)

Resource: Direct Marketing Integrated Media Planning

Or browse 402 resources posted in our Resource Library.

New member farfromnormal kicked off an interesting discussion this week about pricing and other musings. But it was Frank Hurtte's answer to the question, "What is missing?" that made us laugh. It has to do with peas ... a.k.a. the wonder drug? Click to read more.

Discussion: Help Me Get Serious

Have something to add? The Asker will be alerted 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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