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Vol. 4 , No. 10     March 8, 2005


In this Newsletter:

  1. Strategic Approaches to Business Event Marketing
  2. Managing Your Marketing Career, Part 1: Networking
  3. It's a Woman's World (Wide Web)
  4. The Psychology of Advertising Failure (Part 2 of 2)
  5. The Formula for Marketing Hits
  6. The Four Marketing Practices of Winners
  7. SWOT Team: Marketing Without Resources


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Ruth P. Stevens
Strategic Approaches to Business Event Marketing

Business events are at their most powerful when they are part of an integrated go-to-market strategy. Integration sounds logical, but how do you actually pull it off?

First, you have to have control—or at least influence—over all the elements of the marketing mix. Then, you must decide on which strategic planning approaches make the most sense for your company. Marketers must build events using one of six strategic foundations.

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Please note: This article is available to paid subscribers only.

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William Arruda
Managing Your Marketing Career, Part 1: Networking

More and more, we need to be connected to a network of resources for mutual benefit and growth.

And although you need these contacts to support your success, the approach to building a valuable network involves giving—not taking. The more you give to your network colleagues, the more they will be there when you truly need them.

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Bill Morton
It's a Woman's World (Wide Web)

Successful sites don't happen by chance. A compelling online experience geared toward women is developed with care and the understanding that she has to be considered from the very beginning of the process.

To help your site take up residence in her bookmarks, here are suggestions for developing a Web presence that connects with women.

Get the full story.


A Note to Readers

The Failure of Print

Last week, I read an interesting bit by Steve Outing in a Poynter Online newsletter. Outing, who is a senior editor at the Poynter Institute for Media Studies, wondered in his piece ("Cancel the Newspaper to Pay for Sirius?") whether all the wonderful new and "necessary" services available for a fee in our Internet- and technology-driven world are increasingly putting pressure on personal budgets.

Do the math: How much do you pay for mobile-phone accounts for family members; landline voicemail; Internet service; cable TV service; premium cable channels (HBO, etc.); TiVo subscription; digital "On Demand" services; car DVD-navigation system subscription; DVD subscription (Netflix, for example); digital-music subscription; and so on?

Many of these sorts of services "are tempting enough to figure out how to pay for if money is an issue," Outing writes. "And one way to pay for these digital goodies on a budget is to cut back on something else.

"One possible cut: the subscription to the local newspaper," Outing suggests.

His musings resonated with me. When I read his column, I had just canceled delivery of the daily Boston Globe, having winnowed the list of daily arrivals at my front doorstep from three to one over the previous few years. When I added up the monthly fees, something had to give. And as I told Steve in an email (which he later published), what gave was the print newspaper.

As a former newspaper reporter (for the paper I had just canceled, in fact!), that's hard to admit. But it's not just the money; it's my fractured time and attention and the failure of print newspapers to offer compelling content.

So many days my daily Globe would still be wrapped in plastic on the lawn... yet I was stuffed full of news from online sources. That spoke louder than my pocketbook to me.

Which brings up an interesting shift, says Poynter reader Doug Mashkuri. Web sites have long struggled with how to differentiate themselves from their print brethren. Now, the question seems to be: How does a print vehicle differentiate itself from its Web companion?

I'd love to hear your thoughts.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. How to Segment Markets
  2. Logos: What Makes Them Work (Part 2 of 2)
  3. The Psychology of Advertising Failure (Part 1 of 2)
  4. How to Write Compelling Blog Posts
  5. Book Reviews: Free Prizes, a Playbook, Touchpoints and Thinking Pink (Not!)
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Matthew Syrett
The Psychology of Advertising Failure (Part 2 of 2)

Although we cannot completely trust the psychology that underlies our advertising decision making, we can work to make it more reliable by lowering stress, institutionalizing skepticism, living in the moment, and training and preparing for friction.

Get the full story.

Dan Herman
The Formula for Marketing Hits

From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, shopping malls or specialty stores that enjoy puzzlingly immediate popularity.

Believe it or not, there's actually a formula for these seemingly unpredictable marketing wonders.

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Laura Patterson
The Four Marketing Practices of Winners

For marketers in the services industry, it's important to understand the key factors that enable us to profitably acquire and keep customers.

Here are four factors that represent best practices for marketers.

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Meryl K. Evans and Hank Stroll
SWOT Team: Marketing Without Resources

This week, add your two cents to the question: How can a poor marketing employee promote a product with little budget available?

Also this week, read your answers to last week's dilemma: What makes for an effective marketing kit?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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Val Frazee

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