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Vol. 4 , No. 50     December 20, 2005


Best of 2005:

  1. Five Key Event Metrics (And How to Apply Them)
  2. Advertising vs. PR: Kotler on Kotler
  3. Your Seven-Step RSS Marketing Plan
  4. Have You Filled Your Marketing Funnel?
  5. Five Ways to Improve Your Web Copy Immediately
  6. The Secrets of Building Links and Increasing Page Rank
  7. Do You Really Understand the 80/20 Rule?

Exact Target

Best Day to Send + Video iPod Referral

"Best day to send" myth debunked! 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!

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Premium Content

Ruth P. Stevens
Five Key Event Metrics (And How to Apply Them)

Business events have an undeserved reputation for being hard to measure. In fact, business events are no less measurable than any other part of the marketing mix.

All it takes is discipline and prior planning. Here are five key metrics that will allow you to assess the value of your investment in business events.
Read more


Email Marketing as a Relationship Strategy | Complimentary White Paper

Learn from the 1to1 marketing experts, Peppers and Rogers, the four steps to high impact e-mail marketing in this guide designed to help decision makers build stronger customer relationships. The paper takes a close look at the issues facing modern e-mail marketers and provides effective strategies for overcoming them. Throughout the report are examples of best-in-class e-mail marketing approaches, including a case study from Skechers USA, Inc.
Download Now

Philip Kotler
Advertising vs. PR: Kotler on Kotler

Philip Kotler is Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of Marketing Management, one of the most widely used marketing books in graduate business schools worldwide, and numerous other books and articles. Kotler is renowned for pioneering "social marketing," campaigns for nonprofits or causes as "an alternative to coercion or legal action in solving social problems."

The following article deals with the relative merits of advertising and public relations in the marketing mix—with some conclusions that are sure to rattle your cage.
Read more

Rok Hrastnik
Your Seven-Step RSS Marketing Plan

As an alternative to email, RSS is becoming an increasingly important content delivery channel that allows marketers to deliver all of their content, fully upgrade all of their marketing initiatives and establish lasting client relationships.

Whether direct marketing, PR, e-commerce, internal communications, online publishing, SEO, traffic generation or customer relationship management, RSS brings the power of delivery back to the hands of marketers.

But most marketers still do not know how to actually get started with RSS, especially when trying to take its power beyond basic blogging. Here's a seven-step plan to help get you started.
Read more


A Note to Readers

Small Gestures

Last week, MarketingProfs conducted a Premium membership survey. And we, the good marketers that we are, offered an incentive to encourage response--we would enter respondents' names into a random drawing for an iPod Nano.

Customer Service Samurai Shelley Ryan was to draw the name to award the prize... and she did, contacting winner Allison Read with the news. Once Allison, who works for Home Automation in Metairie, Louisiana, eventually got the message (there was some issue with spam filters blocking a few messages)--she was ecstatic.

Allison forwarded her mailing address, adding, "BTW--as a side note I live in the area devastated by Hurricane Katrina. My house was flooded, looted, and had a tree on it, plus I was laid off of my job for two months and am only back part time. You have no idea how wonderful it is to get good news like this!!!! Thank you so much!"

Turns out that Allison's town of Sidell was among those in the hurricane's path. In the destruction, she lost her home and its contents, including her music collection of about 200 CDs. She wrote, "Of course being a native New Orleanian, music is vital to our well-being, so thanks for not only bringing the music back for me."

MarketingProfs ordered the iPod, in black, and upgraded the 2Gb Nano to a 4Gb.

"In the midst of all of the destruction and heartache that surrounds me, this is truly something special and yes, a blessing for sure," Allison wrote.

Which makes one think, especially during this holiday season, about how fortunate most of us are... and how the smallest of gestures can mean so much to those unlucky enough--in Louisiana or anywhere else on the globe--to be caught up in circumstances pretty much beyond their control.

Happy holidays from all of us here at MarketingProfs.

Ann Handley
Chief Content Officer

p.s. This special “best of” edition of MarketingProfs (the last newsletter of this year) represents only a tiny portion of the content we published in 2005. But these articles are among those I consider some of the best. Enjoy – and see you in 2006!


Last Issue's Top 5

  1. Making Your Pricing Strategy Stick
  2. Ten Secrets of Success in Business Event Marketing
  3. The Most Overused Word in Technical Marketing
  4. Marketing Challenge: Warming Up Cold Calls
  5. Why You Should Elevate Partnership Brand Marketing to the Strategic Level
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Recent Know-How Exchange Questions/Answers

  1. Magazine Markering
  2. Infant T-shirt Tagline Needed
  3. Life Time Value-isp (b2c)
  4. Microsoft Compensations Structure
  5. New Restaurant Menu



Michael L. Perla
Have You Filled Your Marketing Funnel?

The sales funnel (or pipeline) is a well-known graphic as well as diagnostic tool. It depicts the sales process and its attendant sales stages, and it is especially common in the business-to-business world with its typically longer sales cycles and numerous decision makers.

The marketing funnel works on the same principle as the sales funnel. What's more, it has some interesting applications for marketers.
Read more

Jonathan Kranz
Five Ways to Improve Your Web Copy Immediately

In the literary world, "good writing" may be notoriously difficult to define. But on the Web, good copy has clearer, more easily understood objectives.

On the Web, your words carry a lot of weight. Fortunately, you can build verbal muscle, fast. Following are five tips, hints and suggestions you can apply right now, with a minimum of time or technical hassle, to dramatically improve the effectiveness of your Web site writing.
Read more


Save $50 on your email marketing!

Sign up with Emma by December 31, and we'll take $50 off your account setup. Use your savings to stock up on eggnog, or fruitcake, or perhaps a Chihuahua-sized santa suit. For your, um, Chihuahua.

Inquire now...
{Chihuahua santa suits sold separately, or possibly not at all.}

Stephan Spencer
The Secrets of Building Links and Increasing Page Rank

Links are the currency of the Web, so it is important to have a plan in place to improve the number and quality of the links to your site from the outside. That is the idea behind link building.

Link building can be approached a number of ways.
Read more

Matthew Syrett
Do You Really Understand the 80/20 Rule?

Few rules are more widely quoted in marketing today than the 80/20 Rule (the Pareto's Principle), which states that 80% of your sales come from just 20% of your customer base.

In this age of relationship marketing, this rule has become an often-heard battle cry to focus our efforts on maintaining the loyalty of customers belonging to the golden 20% that drive most of our business, while spending less effort on the trivial other 80%.

Intuitively, it makes sense. But this marketing interpretation of the 80/20 rule is actually flawed.
Read more


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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