To view this issue on the Web, use this link: http://www.marketingprofs.com/webnews/7/news8-14-07_0.asp ============================================================== MARKETINGPROFS - TODAY ============================================================== August 14, 2007 Volume 6, No. 33 ============================================================== made possible by: MOON-RAY How to Increase Response to All Advertising without Spending Another Dime. How You Will Kick More Butt by Turning Marketing Projects into Processes: A Step-By-Step Guide. Getting Started with Marketing Metrics: Why, What, and How to Track Every Marketing Investment You Make. http://www.moonraymarketing.com/marketing_made_simple.php =============================================================== THIS ISSUE'S ARTICLES: 1 - A Five-Step Customer Experience Mapping Process to Improve Customer Retention 2 - PowerPoint, Warts and All: Relearning to Communicate 3 - What Under Armour and Trojan Know About Gender-Specific Marketing 4 - Does Web 2.0 Make Copy and Content Less Important? 5 - Your Marketing Campaign: What's the Big Idea? 6 - Six Questions to Inspire a Successful Marketing Story 7 - Under Pressure: Moving From Traditional to Digital Media + Advertising Info. for MarketingProfs + Top articles from our last newsletter - in case you missed it A NOTE TO READERS: The 'P' Word Did you ever notice how strategic decisions are often governed by the budget you have? When there’s money left over in the budget you look for ways to spend it effectively, and when the budget gets cut… well, you simply stop whatever you’d planned to do. This Friday in the Small Business Seminar series, the charming and knowledgeable Michael Goodman looks at the marketing mix element that often has the greatest and most immediate impact on what happens to the budget: pricing. Pricing, Michael says, is the one thing in the marketing mix that is most frequently ignored by marketers, either because they think it’s “not my job” or because they aren’t totally comfy with pricing as an integral part of the total marketing picture. “Marketers, even some very experienced professionals, don’t give pricing strategy the consideration it deserves,” he says. “If they’d spend as much time and energy on pricing as they do on, say, advertising or promotion, they might find that the return on their time invested is a lot greater.” In the seminar this Friday, August 17, How to Set Prices the Smart Way, Michael is going to look at the techniques and approaches that have proven effective for his clients to manage pricing as part of the marketing mix – often with a major impact on the bottom line. This is one seminar you won’t want to miss. Ann Handley ann@marketingprofs.com Chief Content Officer MarketingProfs p.s. I almost wrote, "See you there!" above... but then I realized that actually, I won't! In fact, I'll be on an airplane heading home from California, and Editorial Director Val Frazee will be hosting the seminar from Santa Barbara, MP's unofficial headquarters, where our team is gathered this week for a management retreat. But I'll look forward to playing back the recording later -- which is an option for you, too, if you're otherwise engaged. ============================================================== made possible by: CLICKATELL Clickatell Mobile Marketing Handbook Success Stories, Critical Industry Applications, Mobile Campaign Examples, and SMS Statistics Download Now http://www.clickatell.com/central/campaigns/redir.php?cid=9196 ================================================================ 1 - A FIVE-STEP CUSTOMER EXPERIENCE MAPPING PROCESS TO IMPROVE CUSTOMER RETENTION Creating a customer experience map compels a company to take a customer-centric view. By identifying, mapping, and measuring the customer experience, you are able to identify and address any gaps and disconnects within your organization that you customers might experience. To realistically measure the customer experience, however, you need to establish and follow a disciplined process that will reveal what truly matters to your customers. The process entails the following five steps. Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. http://www.marketingprofs.com/7/five-step-customer-experience-mapping-improve-retention-patterson.asp **************************************************************** 2 - POWERPOINT, WARTS AND ALL: RELEARNING TO COMMUNICATE PowerPoint recently (and quietly) celebrated its 20th birthday. Why do some people love it while others passionately hate it? And how can we learn from its strength and its limitations, to be better and more effective communicators? Get the full story. http://www.marketingprofs.com/7/powerpoint-present-danger-next-slide-please-padgaonkar.asp **************************************************************** 3 - WHAT UNDER ARMOUR AND TROJAN KNOW ABOUT GENDER-SPECIFIC MARKETING A few more traditionally male-oriented brands are connecting with the women's market in clever ways, and it is worth taking note of their approaches. Take, for instance, the Under Armour and Trojan brands, each of which has relatively new ad campaigns that bear this out. In both cases, the brands dialed into the specifics of the humor, tone, message, and design they know to be effective for their existing typically male market, but they developed approaches that definitely invited women into that conversation. Get the full story. http://www.marketingprofs.com/7/gender-specific-marketing-learned.asp ============================================================== made possible by: TEXT ADS ================================================================ 4 - DOES WEB 2.0 MAKE COPY AND CONTENT LESS IMPORTANT? If your users generate content, what's the role of the professional web writer?Is an online copywriter or web writer any longer relevant for a site that generates a lot of its content through user contributions? Nick thinks so. In fact, he says that the job of the web writer becomes even more critical. Get the full story. http://www.marketingprofs.com/7/does-web-20-make-copy-content-less-important-usborne.asp **************************************************************** 5 - YOUR MARKETING CAMPAIGN: WHAT'S THE BIG IDEA? You're rolling out a marketing campaign. Launching a product. Revitalizing your brand. What's the big idea? Not to sound flippant, but you need one. Because without it, it's likely your campaign, product launch, or brand repositioning won't be memorable—or particularly effective. Here's where to start. Get the full story. http://www.marketingprofs.com/7/marketing-campaign-big-idea-dwyer.asp **************************************************************** 6 - SIX QUESTIONS TO INSPIRE A SUCCESSFUL MARKETING STORY Every company has a story to tell, but how do marketers figure out the best way to tell it, in a compelling way? Here are six questions that will help you develop your marketing story. Get the full story. http://www.marketingprofs.com/7/six-questions-produce-successful-web-advertising-bader.asp ============================================================== made possible by: B2B EVENT OCTOBER 2007 MarketingProfs B2B Forum 2007
Registration Now Open Join us for two days of intensive learning, networking, and learn the secrets of B-to-B prospect acquisition and management from the industry’s leading experts. Check out the complete conference program October 1 & 2, 2007 Renassiance Chicago Hotel Register Today https://www.marketingprofs.com/events/register.asp?evid=1 ================================================================ 7 - UNDER PRESSURE: MOVING FROM TRADITIONAL TO DIGITAL MEDIA By now you've all heard—Internet ad spending is up, spending on traditional media is down. With so much attention given to Web 2.0 and its technology-enabled marketing tactics, marketers using traditional approaches are under increased pressure to become more digital and technology driven. Get the full story. http://www.marketingprofs.com/7/moving-from-traditional-to-digital-media-emerson.asp **************************************************************** TOP ARTICLES FROM OUR LAST NEWSLETTER 'BOUNCE RATE' AS THE SEXIEST WEB METRIC EVER http://www.marketingprofs.com/7/bounce-rate-sexiest-web-metric-ever-kaushik.asp HOW (AND WHY) TO GET THE WORD OUT ABOUT YOUR BRAND AND THE ENVIRONMENT http://www.marketingprofs.com/7/brand-the-environment-consumers-curious-utley.asp SEVEN STEPS FOR CREATING A POWERFUL JUMP PAGE THAT SELLS http://www.marketingprofs.com/7/creating-powerful-jump-page-that-sells-fleischner.asp FOUR ESSENTIAL TIPS FOR BUILDING QUANTIFIABLE MARKETING PROGRAMS http://www.marketingprofs.com/7/four-tips-building-quantifiable-marketing-programs-sheetz-runkle.asp **************************************************************** SUBSCRIBE TO OUR FUTURE NEWSLETTERS Not a subscriber? Get the latest web and off-line marketing know-how delivered bi-weekly. Solid ideas backed by theory, experience and understanding. We give it to you free without the hype and self-promotion found elsewhere. http://www.MarketingProfs.com/Newsletter/signup/subscribepage.asp?t=MPnews **************************************************************** INFO ABOUT MARKETINGPROFS.COM MarketingProfs.com is an online publishing company that specializes in providing both strategic and tactical marketing know-how to Internet and offline marketing professionals through a combination of provocative articles and commentary. Get original, not recycled ideas. ADVERTISING INFO If you want to reach a marketing audience, won't find a better place to advertise on the web. Go here to get our contact info., demographics, and our current media kit. http://www.marketingprofs.com/about/adproducts.asp **************************************************************** You received this newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, change your email address by going here http://www.MarketingProfs.com/d.asp To stop delivery, please send us a blank e-mail here: mailto:%%remove%% Copyright © 2006 MarketingProfs.com. All rights reserved. We protect your privacy MarketingProfs, LLC | 419 N. Larchmont | #42 | Los Angeles, California | 90004 All logos and names are the copyrights of the respective owners Helping marketers from all industries succeed online through highly effective email technology and professional services.