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Vol. 5 , No. 43     October 24, 2006


In this Newsletter:

  1. Delivering Frontline 'Wow': Three Must-Haves for Every Employee
  2. The 10 Biggest Mistakes Marketers Make—No. 5: Using Ad-Hoc Marketing Processes
  3. Innovation in Industry: Why 1981 Lessons Are Still Relevant
  4. Tradeshow Tips for the Introvert
  5. Cutting-Edge, Mission-Critical Analysis: Steps to Avoiding Overused Gobbledygook
  6. Why Rebranding Often Fails
  7. Organic SEO or Pay-per-Click Advertising: Which Should You Choose?


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Premium Content

Jill Griffin
Delivering Frontline 'Wow': Three Must-Haves for Every Employee

Whether serving customers face-to-face or via email, the Web, phone, fax, instant messaging, self-service (or some combination thereof), a firm's reputation for world-class customer care is built one customer and one contact at a time. Frontline employees in operations, sales, service, or account management all play key roles in delivering this all-important contact.

Accordingly, a firm must continually evolve its internal operating systems and processes into structures that empower rather than impede the frontline's success with customers. This is a tall order. Yet, keeping an eye on a few key priorities will help you succeed. In fact, employees need three things to perform effectively on the frontline.

Get the full story.

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


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Roy Young
The 10 Biggest Mistakes Marketers Make—No. 5: Using Ad-Hoc Marketing Processes

If you and your marketing team use an ad hoc approach to processes, you've got serious problems. For one thing, this tack deprives you of the credibility you need to earn your superiors' and peers' support for your ideas. When non-marketing executives sense that the marketing group is using ad hoc processes, they question those processes' reliability—as well as your team's professionalism.

Non-standardized processes also waste time and money as people duplicate one another's efforts or work at cross-purposes.

Get the full story.

Roger von Oech
Innovation in Industry: Why 1981 Lessons Are Still Relevant

The business conference season is in full bloom this month, and you've probably noticed that many of these get-togethers are focused on the current hot topic of corporate innovation.

Yet, attendees could benefit taking a moment to peek back into history and learn from the innovators from another era.

Get the full story.


A Note to Readers

Free Prize Inside!

On Sunday, MarketingProfs celebrated a milestone: Our 200,000th member signed up. Originally, we had thought to reward that member with the key to the ProfsKingdom, so to speak—some free Premium goodies, or maybe an autographed copy of Roy and Allen's book—or a personal phone call from the President.

But then we thought better of it: Why celebrate with a single member when each of you has contributed to MP's success? So, instead, we're acknowledging all 200,000 of you—our loyal readers—with a token of our appreciation: a free career-management template, smokin' hot off the presses.

You'll need to download it soon, though; the Career Management Guide will be available for only one week, through October 30. But that's the only catch: This isn't one of those fast-talking late-night TV offers with strings attached. The Career Management Guide is our gift to you, our way of saying thanks for reading, offering valuable feedback and providing your support.

So what is it? Membership Director Sharon Hudson calls the Career Management Guide a practical guide to, well, managing your career. Part worksheet, part checklist, part Cosmo quiz (just kidding on that last one), it's stuffed full of exercises, checklists, and step-by-step instructions on how to make this lifelong project—your career—your biggest professional success.

Download it. Fill in the blanks. Don't be surprised when the headhunters start calling.

But, please do remember the October 30 deadline.

And thanks again to all of you... and you... and you... and you... .

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Which Marketing Metrics Do You Really Need to Know?
  2. Marketing Challenge: Two Ways to Market on a Small Budget
  3. Six Steps to Jumpstart Your Product and Marketing Strategy
  4. The 10 Biggest Mistakes Marketers Make—No. 4: Failure to Dream With the R&D Team
  5. Sleepwalking Through the Workday: How Internal Communications Can Engage Employees
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  1. Everglades Direct, Inc.
  2. Laserfiche
  3. Birthday in a Box
  4. LifeWay Christian Resources
  5. Cone
  6. Ignite! Learning
  7. CapitalSource, Inc.
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Doug Stern
Tradeshow Tips for the Introvert

B2B events are incredibly efficient. Your clients and prospects gather there... in growing numbers. Plus, events like these blend face-to-face selling and broadcast-style marketing, giving you a shot at the best of both worlds.

Provided you're smart. And, provided you can overcome the professionals' legendary reluctance to be, well, social. What do you do, then, to get the most out of these opportunities? How do your overcome your introversion? Or, at least mitigate its effect?

Get the full story.

David Meerman Scott
Cutting-Edge, Mission-Critical Analysis: Steps to Avoiding Overused Gobbledygook

Just as teenagers use catch phrases, certain words and phrases crop up again and again in Web sites and news releases—so much so that the gobbledygook grates against nerves.

Well, duh. Like, companies, yeah, they just totally don't communicate very well, you know?

Get the full story.

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Galen De Young
Why Rebranding Often Fails

As competition heats up and sales start to stagnate, companies often seek to breathe new life into the brand through rebranding. In all too many cases, however, those expensive rebranding efforts fail to yield the desired business results.

Here are some of the key reasons rebranding often fails. More than executional mistakes that blunt the effectiveness of rebranding efforts, these are critical errors that almost always lead to failure.

Get the full story.

For more on branding, please click this button to download our Marketing Guide: Branding and Brand Equity.

Note: This Marketing Guide is available to paid members only. Get more information or sign up here.

Scott Buresh
Organic SEO or Pay-per-Click Advertising: Which Should You Choose?

When people hear about online marketing, they often think of two of the more popular methods that a company can use to enhance its visibility on the Web: organic search engine optimization and pay-per-click advertising. In an ideal world, you would use both strategically to maximize your site's profile.

However, budgetary constraints often make that impossible, and trying to do both on a limited budget or with minimal resources can result in neither campaign producing ideal results. In this case, it's usually better to focus on one or the other.

But which is best for you?

Get the full story.

For information on Paid Search Advertising, please click this button to download our Marketing Template: Search Engine Advertising Campaigns.

Note: This Marketing Template is a vailable to paid members only. Get more information or sign up here.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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