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 This Week's Marketing How-To
Plan B: Seven Back-to-Basics Questions to Ask About Your Buyers to Drive Growth
By Kevin Clancy. Plan A, which calls for pouring dollars into advertising, isn't working. Enter Plan B. Get the full story >
 Editors' Pro Pick
Reach Billions of New Customers... the Right Way
Did you know that more than 3.8 billion people in the world own a cell phone? Find out how mobile marketing creates great opportunities for reaching potential customers in the B2B and B2C markets. Read more >
This Week's Top Articles

Lessons From Martin Guitars: Three Ways to Survive a Downturn
CASE STUDY: C. F. Martin & Co. survived the Civil War, the Great Depression, and both World Wars. Inspired by its past, the guitar maker thrived in 2009. (Note: this case study will revert to Pro access—i.e., paid content—in 14 days.) Get the full story >

Five Reasons Why Mobile Marketing Is Prime for B2Bs—And Five Key Questions B2B Marketers Should Be Asking
By Christina "CK" Kerley. B2Bs are missing out on super-sized opportunities for integrating a valuable brand touch point and establishing a dynamic new channel with professional audiences. Get the full story >

What Stonyfield, Method, and Green Mountain Roasters Know (and You Should, Too)
By Ted Mininni. Some brands can easily become commodities. Unless they choose otherwise. Get the full story >

Selling Like Billy Mays: Five Essential Character Traits That Make a Product Easy to Sell
By Barry Densa. According to Billy Mays, products that are an easy sell must have these five essential traits. Get the full story >

MarketingProfs Online Seminars

Brand Detractors and Brand Evangelists: How to Connect with Influential Citizen Marketers
January 28

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A Note to Readers
from Ann Handley
Chief Content Officer

The Next Big Thing

First off, a bit of good news. In the previous issue, I wrote about our 10th birthday celebration last week; the good news is that we've decided to continue the celebration all month! We've extended the party until January 31: meaning, you can get 40% off a Pro membership until the end of this month. The full story and details are here.

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Last week, the MarketingProfs management team was in Baltimore for one of our regular meet-ups. I'd never been to Baltimore and was instantly enamored. Admittedly, I didn't get to see a lot of the city (my daughter, who watches the Food Network, was disappointed that I completely missed Charm City Cakes), but from what I could see: I liked its vibe and the people were friendly (but not overly so; as a New Englander, I'm jumpy around extreme friendliness).

Saturday night, as the group was at dinner at Pazo, a neat tapas place in Baltimore's Fells Point, MarketingProfs CEO Allen Weiss and I got into a conversation about FourSquare. It's a location-based social network where users "check in" wherever they might be; whoever has checked into a specific location the most is crowned "Mayor" of that location. It is sometimes heralded as the next Twitter.

On the surface, FourSquare is easy to mock. (Kind of like Twitter, in fact.) So who cares who might be the mayor of Pazo, or Starbucks, or wherever, right?

Yesterday, Drew McLellan wrote an interesting post on the MarketingProfs Daily Fix about why marketers should care. He offers a half-dozen ways marketers might leverage location-based networking.

Opportunities and ideas abound for localized marketing through networks like Yelp and Citysearch and, now, FourSquare—proving, I suppose, that as the world gets bigger, it's getting smaller, too. What do you think? Hop on over to the Daily Fix and comment!

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February 11 with Randy Spurrier

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