Know-How News by MarketingProfs.com

Issue 9 | March 2, 2007

Dear Small Business Marketers,

First, a fun update. We have BIG plans to revamp and relaunch this newsletter in April in a fresh new format. Of course, we'll want your feedback. So stay tuned for a reader survey and more details in the weeks ahead. If you'd like to suggest names for the new publication, be sure to check out this forum discussion.

The new newsletter will be more focused -- allowing you to get in, learn something and get out -- without taking a big chunk of time out of your day. And let's face it, when deadlines are rushing past, 15 minutes is a BIG chunk of time! As a transition step, I've shortened this issue, leaving in just the content you tend to click the most.

Speaking of which ... we have a powerful trio of articles today. Our Premium story covers one of your favorite topics: naming products and services. Next, read suggestions for managing out-of-control to-do lists. Finally, learn a little about search engine optimization.

Then check out what's hot in the discussion forum this week. You'll find the 10 most popular conversations listed below.

Happy Friday!

Best wishes,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: An online community of 247,700 marketers

P.S. Ads allow us to deliver Know-How News to you at no charge. So please do check out the ads in the right column.

What Color is Fuzzy-Wuzzy Brown? How Color and Flavor Names Affect Consumer Choice

Clearing the Clutter—How Busy Marketers Can Get Things Done

The Difference Between B2B and B2C SEO (Yes, It Matters)

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What Color is Fuzzy-Wuzzy Brown? How Color and Flavor Names Affect Consumer Choice

By Elizabeth G. Miller and Barbara Kahn

Close examination of the colors in a Crayola crayon box reveals an interesting marketing phenomenon. While the original Crayola box contained six colors, Crayola now offers 120 different colors, and the most recent of these (purple heart, razzmatazz, tropical rain forest, fuzzy wuzzy brown) are increasingly ambiguously named.

Such ambiguous color (and flavor) names have been proliferating and are appearing in all sorts of product categories—from ice cream (Ben and Jerry's Chubby Hubby) to juice drinks (Gatorade's Glacier Freeze) to nail polish (Hard Candy's Trailer Trash).

How do such names impact consumers? Can they influence how consumers perceive products and their likelihood of purchasing them? The authors look at such questions and have a theory to explain how such names impact consumers' choices.

Get the full story.

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

Clearing the Clutter—How Busy Marketers Can Get Things Done

By Stephan Spencer

Marketers, by the very nature of their job function, must juggle numerous campaigns, a range of portfolios, multiple channels, and various corporate, political and personnel issues -- all simultaneously. Do you have multiple action lists running concurrently in your brain? Or great ideas buried within files, folders, emails, Post-It notes and to-do lists? If that sounds like you, join the club! But I have to warn you: This is one club Stephan will be resigning from soon. Here's his plan.

Get the full story.

The Difference Between B2B and B2C SEO (Yes, It Matters)

By Galen De Young

Most adopters of search engine optimization have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search, many are seeking ways to implement an effective B2B search engine optimization strategy. To be successful, however, you need to understand the critical differences between B2C and B2B SEO.

Get the full story.

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
bjp brian cloftlin babackstrom thetarg Ndykstra7 kaustubh.s brent cferrando mhansell	Phoenix ONE kathysmithcasting proeditor retail Vevolution peanutpeanut W.M.M.A. CarolBlaha brian ethnicomm	Phoenix ONE proeditor kathysmithcasting thecustomer lraul_marroquin atuari brian Liesje ethnicomm Vevolution

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

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