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Vol. 4 , No. 11     March 15, 2005


In this Newsletter:

  1. Five Key Event Metrics (and How to Apply Them)
  2. Six Email Marketing Reminders
  3. Marketing as Guesswork
  4. Six Strategies to Get Paid What You're Worth
  5. Designing Brands With Women in Mind
  6. Seven Tips for Blogging Your Way to a New Job
  7. SWOT Team: Holiday Campaigns Year-Round


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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.

Get the full story.

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


Hottest Trends in Web Site Conversion
See the latest breakthroughs in search marketing, audience segmentation, email marketing and the new 5-point conversion analysis. Join WebTrends for this free webcast and become the conversion expert in your company.
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Mark Brownlow
Six Email Marketing Reminders

When you're in the campaign trenches and knee-deep in metrics reports, it's easy to lose sight of some broader issues concerning your approach to email marketing.

Here are some reminders to help you step back and reevaluate your email marketing efforts.

Get the full story.

Michael Fischler
Marketing as Guesswork

Of all the slams on marketing, one of the biggest is that it is, in a word, guesswork.

That distinctly pejorative view of our shared business discipline is that it is without any discipline at all. We protest that this is an uninformed, tainted view of us. We insist marketing is an occupation of knowledge and information. We strive to soundly disabuse our engineering and sales and finance cousins of the view that marketing is just a bunch of guesswork.

The only problem is: it's true.

Get the full story.


A Note to Readers

Q&A: The Reluctant Ad Man

Matt Syrett is what we here call a FOMP (Friend of MProfs). A regular writer for the site, Matt will also be leading his first virtual seminar next month, on online branding. As Matt says, the seminar "attempts to distill my six years of experience building brands online into a concise 90 minutes." Not an easy task, but Matt's unique and varied background suggests this seminar will be both interesting and informative.

Ann: You know, there are quite a few Matt Syretts in Google. Will the real Matt Syrett please stand up?

Matt: Most of them are me, or were me. I have five life lines on my hand and my career shows it. I started as an archaeologist studying social complexity. I then became a geographer working with computerized maps and GIS. This work allowed me to get involved pre-Web with Internet development, which enabled me to ride the Internet bubble of the 1990s as a technology director.

Somehow, in the middle of all that, I also developed high-resolution 3-D modeling of urban environments and got mixed up in advertising.

Ann: How so?

Matt: Once I got involved in advertising through its technology, I was drawn naturally and immediately into the strategy and practice of advertising. I could not help myself and I have never looked back.

I like to think that I was born to be an ad man. It just took me some time to realize it.

Ann: Much of your writing ("The Psychology of Advertising Failure," "Why We Fail at Intimacy...") is critical of the way advertisers and marketers approach their work.

Matt: I think that all my writing at its heart is critical. My writings are born of my frustrations at seeing things done wrong.

I think the biggest problem with our current approach is that many practitioners sleepwalk through their work. They just don't think through their actions and so make messes of their advertising. It is not a way that I like to do business, so I write about it to work through my deep frustrations about the situation. It's cheaper than therapy.

Ann: What's floating your boat these days?

Matt: This month, I have been intrigued with the Chance Discovery movement coming out of Japan.

(continued below)


Last Issue's Top 5

  1. Strategic Approaches to Business Event Marketing
  2. The Four Marketing Practices of Winners
  3. Managing Your Marketing Career, Part 1: Networking
  4. The Formula for Marketing Hits
  5. SWOT Team: Marketing Without Resources
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(continued from above)

Ann: The what?

Matt: Chance Discovery is an emerging approach to marketing analytics that turns traditional statistics on its head. The Chance Discovery movement was started by Yukio Ohsawa of the University of Tsukuba in the late 1990s and has continued to grow in the years since. It strives through data mining and visualization to find latent marketing opportunities, and not be so hung up on statistical significance. The idea is to find underrepresented natural patterns in consumer data that can be replicated for future gain, or avoided to sidestep emerging risk. Kind of cool.Ann: Tell us a little about your offline life.

Matt: I live in Brooklyn at the edge of Prospect Park with my wife and daughter. My wife is a documentary filmmaker, which tends to invade my life on a regular basis. This explains my yet another persona as a documentary co-producer for the 2004 HBO America Undercover documentary Shelter Dogs.

Beyond that, I am an avid cyclist and can be found in Prospect Park on a regular basis taking my bike out for a ride.

* * *

See you next week!

Ann Handley
Chief Content Officer




Michael W. McLaughlin
Six Strategies to Get Paid What You're Worth

Clients and consultants alike usually dread fee discussions.

Here are six strategies to help you preserve your profit margins and your client relationships as you work through pricing discussions.

Get the full story.

Andrea Learned
Designing Brands With Women in Mind

What do Target, iPod and Hoover have in common? These brands have learned how to catch a woman's eye.

I know. Enough already about Target and iPod, you say! Still, for those of you interested in the women's market in particular, the connection between increasing sales with your female customers and the rise of aesthetic value is worth a closer look.

Get the full story.


Strategic Marketing Management

June 12-17, 2005, Harvard Business School Executive Education, Boston, MA U.S.

Executives explore the process of developing and managing marketing strategy, examining how firms create and sustain customer value—from market analysis and product positioning to communications and channel systems design.
Please visit here for more information.

Debbie Weil
Seven Tips for Blogging Your Way to a New Job

If ever there were a perfect tool for the job hunter, blogging is it.

Think of a blog as the 3D version of your resume: in it, you provide context and meaning to the work experience and educational background you've so carefully wordsmithed in your resume.

So let's talk about how to blog well. Here are seven rules.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Holiday Campaigns Year-Round

This week, the SWOT Team asks: What holiday marketing programs have worked for you? Are some holidays better than others to reach customers and prospects? Join the conversation!

Also this week, read your answers to: Is a blog is right for your business?

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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