Vol. 3 , No. 43     November 2, 2004


In this Newsletter:

  1. Build Attachments to Your Brand: Cutting Edge Insights from ACR
  2. Five Fundamentals for Useful Marketing Metrics
  3. Encouraging Both Top- and Bottom-Line Growth
  4. A Direct Marketer Looks at Branding
  5. SWOT Team: Reaching New Customers Within the Same Company
  6. Gen-Y Brand Strategy
  7. Leveraging the Power of an Event


FREE Web Seminars with Marketing Experts

FREE web seminars with renowned marketing experts Authors Guy Kawasaki, Seth Godin, Mohanbir Sawhney and more Attend and get books Free Prize Inside or Art of the Start Registration is easy - sign up now

Get our MarketingProfs RSS Feed here

See below for Advertising, Subscription and Contact information.

Roy Young
Build Attachments to Your Brand: Cutting Edge Insights from ACR

How can marketers strengthen consumer attachments to their brands?

New research from the Association of Consumer Research offers up useful guidance to break through advertising clutter, change consumer perception, develop preference and foster brand loyalty.

Here's an edited compilation of the summaries of the key findings and implications for marketers from five insiteful research papers.

Get the full story.

Please note: This article is available only to paid subscribers. Get more information or sign up here.


Targeting by actual behavior allows you to get amazing results from your campaign. With millions of online consumers, we can reach buyers in your category, too.
Find out what Claria can do for you

Suzanne Taylor
Five Fundamentals for Useful Marketing Metrics

Great marketers figure out how to make lives better, with the goal of attracting lots of profitable and happy customers.

But to measure how well marketing efforts help build a large and loyal customer base, it's essential to identify (and rely on) the metrics that matter most.

Get the full story.

Kevin Gold
Encouraging Both Top- and Bottom-Line Growth

On Wall Street, financial investors speak of CEOs improving their companies' "top line" by increasing sales volume, or upping their "bottom line" by reducing their expenses to expand the margins from their current sales volume.

For Internet companies, business owners determining where to direct their improvement efforts should take a similar "top line-bottom line" approach.

Get the full story.


A Note to Readers

Bite-Sized Research

Greetings, discerning readers.

This week we're serving something different (and I think quite satisfying) to Premium subscribers: the multi-talented Roy Young culls some valuable research from the Association of Consumer Research and slices it into bite-sized, digestible bits.

In our lead story this week, Roy offers the key findings (and their implications for marketers) of five newly published research papers. The new research gives useful guidance to break through advertising clutter and foster brand loyalty, among other things. Be sure to check it out.

Speaking of branding, don't miss next Wednesday's seminar by William Arruda, "Brand Building Basics: Profit from Your Company’s Greatest Asset."

William is an interesting guy who focuses on what he calls "the human side" of branding. In his view, branding is not just for the like of Starbucks and Volvo; companies of any size can benefit tremendously from the power of a strong brand.

His seminar provides practical ideas for understanding, building and nurturing your corporate brand – whether you are a business of one or one hundred thousand. See more specifics here.

Thanks for stopping by. As always, your feedback is both welcome and appreciated!

Until next week,

Ann Handley


Last Issue's Top 5

  1. Best and Worst Practices in Search Engine Optimization: A Checklist (Part 2)
  2. The 'Marshall' Plan (or, Customer Aftercare)
  3. SWOT Team: Selling the Intangible
  4. Blogs: A Good (If Scary) Buy for Advertisers
>>Sponsored Links
Get a custom magazine for your brand
Why advertise? You can have your own magazine.
Click for more info and free white papers
Global IntelliSystems - Everything you need in e-mail marketing.

Recent Know-How Exchange Questions/Answers

  1. Will Dynamic Pages Hurt Natural Search Rankings?
  2. How To Get Increased Physician Attendance At CMES
  3. List Of Publications Targeted To Municipalities
  4. Tag Line Marketing Outsourcing Co.
  5. Student Upon Graduation


Steve Cuno
A Direct Marketer Looks at Branding

Branding, as you might imagine, is not typically what direct response agencies do.

But some direct response agencies strongly believe in the power of branding. And smart direct marketers build their strategies squarely on the brand.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Reaching New Customers Within the Same Company

This week, the SWOT Team asks: Outside of direct referrals, how do you reach other potential customers within the same company?

Also this week, read your answers to the last issue's dilemma: How do you challenge the "customer is always right" policy when the customers, well...isn't?

Get the full story.


Biz Leaders Ignore SEO & Lose Sales--Studies Show

Two Oneupweb studies show that business leaders lose potential sales by ignoring search engine optimization (SEO). These thorough studies compare the performance of Fortune 100 and 100 top e-retailers.
Click for free downloads.


Robert F. Hogeboom
Gen-Y Brand Strategy

Generation Y is the segment born between 1979 and 1994. They are an extremely marketing-savvy group that understands how numerous companies actively covet their business.

As a result, Gen Y-ers greet new brands with intense skepticism, making it increasingly imperative for Gen-Y businesses to focus on brand strategy.

Get the full story.

Reid Carr
Leveraging the Power of an Event

With many companies still cost-conscious about marketing, the Web presents a perfect opportunity for marketers to maximize the power of events and quantify returns.

The interactive and direct nature of the Web can help marketers to better foster, manage, qualify and follow up on interested leads from trade shows and seminars.

How can marketers leverage the Web to maximize return on investment and ensure the best closed-circle interaction for potential customers?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com

Subscribe to our Future Newsletters

Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Visit here to get our contact info. and our current media kit.
Helping marketers from all industries succeed online through highly effective email technology and professional services.

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.

To leave our mailing list, simply send us a blank e-mail here.

Copyright © 2004 MarketingProfs.com. All rights reserved.
MarketingProfs, LLC  | 419 N. Larchmont  |  #42 |  Los Angeles, California  |  90004
We protect your privacy
All logos and names are the copyrights of the respective owners