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Vol. 4 , No. 43     October 25, 2005


In this Newsletter:

  1. Case Study: Ben & Jerry's Social Initiative
  2. How to Build Your Telemarketing List Online
  3. Point/Counterpoint: Two Seconds to Relevance
  4. Usability Testing: Ask Me If I Care
  5. Multicultural Marketing: Why One Size Doesn't Fit All
  6. The Sound of Business (Part 1)
  7. Marketing Challenge: Ducking Presentations That Bore


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Premium Content

Andrea Learned
Case Study: Ben & Jerry's Social Initiative

Each year, the marketing team at Ben & Jerry's works on a single, large, integrated push related to the company's social mission. Ben & Jerry's management unites behind social initiatives with enthusiasm and motivation. Management ignites the employees, and the result is that the company can thoroughly integrate them into the cause as partners, and achieve much more powerful results than with a straightforward sponsorship.

Voter registration was the task last year, an election year. Now, the ice cream maker reflects on the calls valuable lessons learned to integrate next time around.

Get the full story.

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

Exact Target

Best Day to Send + PSP Referral
Monday is so last week. Precision email software company ExactTarget is sharing expertise in the new whitepaper, "BEST DAY TO SEND EMAIL." It includes insight on trends and tips on maximizing clickthroughs and opens. If that isn’t enough, ExactTarget offers a REFERRAL PROGRAM with a drawing for a New Video iPod!

Paul Epstein
How to Build Your Telemarketing List Online

Since its inception, the Do Not Call Registry has had a profound impact on the telemarketing industry, just as it has on individual organizations relying on outbound telemarketing in their marketing strategy.

The challenge now facing these businesses is to find creative ways to still make telemarketing work.

Get the full story.

Bill Babcock and Bill Rozier
Point/Counterpoint: Two Seconds to Relevance

This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the client side.

This week, the pair discuss relevance: How long do you have to convince prospects that your message has importance, value, truth and, most important, personal resonance?

Get the full story.


A Note to Readers

Top 10 Signs You're a Marketer

So... know any good marketing jokes?

That was the question posed on the MarketingProfs Know-How Exchange recently. The question, submitted by "mac504" and now closed, prompted some humorous responses. (Read the full thread here.)

But my favorite bit was posted by Aussie Michelle Smith ("shellycs"), who offered a riff on the "Top 10 Signs You Work in Marketing." Here's her list:

10. You lecture the neighborhood kids selling lemonade on ways to improve their look-to-buy ratio.

9. You get all excited when it's Saturday so you can wear casual clothes to work.

8. You refer to the tomatoes grown in your garden as "deliverables."

7. You find you really need PowerPoint to explain what you do for a living.

6. You normally eat out of vending machines and at the most expensive restaurant in town within the same week.

5. You wear gray to work, instead of navy blue, to make a bold fashion statement.

4. You know the people at the airport and hotel better than your next-door neighbors.

3. You ask your friends to "think out of the box" when making Friday night plans.

2. You think Einstein would have been more effective had he put his ideas into a matrix.

1. You think a "half-day" means leaving work at 5 o'clock.

What else? Anyone have any other Top Ten Signs?

I'll reprint the best here next week—with full attribution, of course. You work in marketing, so I bet you could use the recognition!

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

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. What Color Is Fuzzy-Wuzzy Brown? How Color and Flavor Names Affect Consumer Choice
  2. Do You Really Understand the 80/20 Rule?
  3. Ten Ways Marketing Can Lower Cost per Lead
  4. How to Brand a Midsize B2B Company
  5. How Web Content Can Shorten a Complex Sale
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Recent Know-How Exchange Questions/Answers

  1. How To Implement Nurturing Marketing?
  2. Which One Do You Like Best and Why
  3. Strategic Marketing Practice In Maritime Industry
  4. I'm Back! New Trial Website
  5. Marketing Via Email - Frequency?
What can YOU learn in 90 minutes?

November 3
Secrets of Link Building for SEO Success
Presented by Stephan Spencer, president of Netconcepts, an interactive agency specializing in SEO.

November 17
The Step-by-Step RSS Primer for Marketers
Presented by Rok Hrastnik, RSS expert who wrote the book Unleash the Marketing and Publishing Power of RSS


Jim Sterne
Usability Testing: Ask Me If I Care

Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts and minds of visitors rather than simply following them around.

It's time to ask them for their opinion.

Get the full story.

Jim Stachura and Meg Murphy
Multicultural Marketing: Why One Size Doesn't Fit All

Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up $1.3 trillion or 18.5 percent of all US buying.

To appeal to these highly lucrative and diverse audiences, marketers are now abandoning traditional mass-marketing practices in favor of laser-focused, multicultural marketing efforts.

Get the full story.


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Jerry Bader
The Sound of Business (Part 1)

The sound of the human voice is powerful. It connects to a prospect on a whole different level. Online, it breaks through that liquid crystal barrier and says, "Listen to me, I'm here, I'm human, and I have something real to talk to you about."

It's time to bring a human voice to your own site.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Ducking Presentations That Bore

You're sitting on a hard chair, constantly shifting position, trying to get comfortable. The speaker doesn't keep your mind off your discomfort, since he is reading precisely exactly what's on the slides. Unfortunately, you have to squint to follow along, because he squeezed two pages of content in 10-point type on each slide.

Sound familiar? Here's how to avoid the same ol', same ol' boring presentations.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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