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Vol. 5 , No. 7     February 14, 2006


In this Newsletter:

  1. Straight From the Heart: Career Coaching From Yum's Micky Pant
  2. 10 Ways to Love (and Respect) Your Customers
  3. How to Make Your CEO Swoon Over Marketing
  4. Not Just Sweet Nothings: Writing Words of Love to Your Customers
  5. Loving Your Way to Loyalty in a B2B World
  6. Branding: All You Need Is Love
  7. Marketing Challenge: Let's Give 'Em Something to Talk About


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Premium Content

William Arruda
Straight From the Heart: Career Coaching From Yum's Micky Pant

What's the most important quality a marketer must possess? How can you climb to the top of the corporate ladder with skipping a few rungs? Qualifications being equal, what inspires a boss to hire one individual over another?

Here are the answers to these questions (and lots more!) in this interview with Micky Pant, the Chief Marketing Officer of Yum!, parent company of KFC, Taco Bell, and Pizza Hut. Micky was previously CMO of Reebok.

Read the full story, or listen to the podcast (see button, above).

Please note: Both the article and the podcast are available to paid subscribers only. Get more information or sign up here.

Exact Target

Join precision email solutions company ExactTarget in an All New Webinar presented with Anthem Blue Cross Blue Shield's marketing department. Learn how Anthem has used email to deliver personalized, and very profitable, communications to their policy holders and brokers. While you register for the webinar be sure to take advantage of ExactTarget's Referral Program which offers a drawing for Video iPods!

Jeanne Bliss
10 Ways to Love (and Respect) Your Customers

Getting customers to love you starts with showing them the respect they deserve by making it painless (and eventually a joy) to do business with you.

Get the full story.

Roy Young
How to Make Your CEO Swoon Over Marketing

Does your CEO love marketing? Does he or she recognize that marketing is the engine of the enterprise? And does he or she empower marketing to improve performance?

Just as you strive to understand the needs of the customers who buy your company's products or services, you must understand your CEO's needs and priorities. Here's how.

Get the full story.


A Note to Readers

What Price Love?

Legend says it started with a letter from a prisoner, Valentine, to his beloved—his jailer's daughter. And now, every February 14, gifts and cards are exchanged between sweethearts, says Robert Passikoff, founder of Brand Keys Inc., in New York City.

But as more and more friends and family began exchanging gifts as well, Valentine's Day turned into a major retail holiday in the US, about four years or so ago. The spending continues to steadily grow, and this year the average cost of showing your love is $113, Passikoff says.

Once a holiday for lovers and schoolchildren, Valentine's Day is has expanded to include exchanges of cards and other tokens of affection between girlfriends, parents and children, and extended family members

According to Passikoff:

  1. Consumers will be spending more than $1.7 billion dollars on candy, making Valentine's Day fourth in the holiday candy sweepstakes behind Halloween, Easter, and Christmas.
  2. Valentine's Day is the second-largest greeting-card holiday, just behind Christmas, with estimated Valentine card sales of $2.3 billion in 2006.
  3. Valentine's Day continues to account for nearly 33% of holiday sales of all cut flowers, more than any other holiday.

But whenever a glass becomes half full, someone will point out that it's half empty—creating a marketing opportunity. (OxygenTV -- not the one, have to find it), for example, is running a series of movies on the theme of the woman scorned, and is running a Valentine's Day contest for the lovelorn. Sometimes, love stinks.

Thanks for stopping by, and hope you enjoy our special Valentine’s Day issue. I look forward to your feedback.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Thinking the Unthinkable: Steps to Looking Out for New Competitors
  2. How to Maximize Your ROI With Google AdWords
  3. Four Ways to Raise Direct Mail Response Rates
  4. New Resolutions for Brand Managers
  5. Does Your Company Suffer From Short-Visit Syndrome?
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Jonathan Kranz
Not Just Sweet Nothings: Writing Words of Love to Your Customers

It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation—the sale.

Here are a few thoughts on how to use words—which may be applied to everything from direct mail to Web site content—to make a more compelling appeal to the heart (and via the heart, to the purse).

Get the full story.

Jill Griffin
Loving Your Way to Loyalty in a B2B World

Much has been written about how business-to-consumer firms show their "love" to customers and win loyalty in return.

But how about business-to-business customers? How do savvy firms love these buyers and win their loyalty?

Get the full story.


Create and Deliver Surprisingly Compelling Software Demonstrations:

Software demonstrations aren't known for their entertainment value, but they don't have to be boring. Great Demos! can show you how to put the "Wow!" into your demos, making the experience effective, crisp and compelling. Attend a live Webinar on February 21 to learn how Great Demos! can turn your dull demonstration into a winner.
Click here to Register Now

William Arruda
Branding: All You Need Is Love

As a marketer, you are quite aware of the connection between branding and emotion. Countless books and articles have been written about it in the past few years.

It's clear that people make decisions in life based on emotion. And decisions about the brands with which we choose to associate are incredibly emotional.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Let's Give 'Em Something to Talk About

You've heard of many word-of-mouth marketing campaigns that help companies or people get more contacts or sales than they can handle.

But how do you generate this kind of buzz?

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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