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Vol. 5 , No. 15     April 11, 2006


In this Newsletter:

  1. How to Quadruple the Results of Your Tradeshow Marketing
  2. How to Create a Successful Business Blog: 9 Steps to Implementing
  3. Special Report From MarketingProfs: Marketing to Hispanics (Part 2 of 2)
  4. Five Lessons From the Netflix Startup Story
  5. Give Away Your Research—Win Valuable PR and Marketing Prizes
  6. The Surprising Secret of Successful Differentiation
  7. Brands Matter in B2B Markets


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Premium Content

Ruth P. Stevens
How to Quadruple the Results of Your Tradeshow Marketing

Promotion is a critical leverage point in tradeshow marketing. By applying a modest effort in planning and executing promotional strategies, you can double, triple, even quadruple the results of your investment.

Tradeshow marketers often get so preoccupied with designing and building their booths that they can forget to concentrate on driving qualified traffic. An investment in promotion is critical to your success, because...

Get the full story.

For in-depth coverage of this subject, please also see our new Marketing Template. Click this button to get the 24-page PDF.

Note: This article and the Marketing Template are available to paid members only. Get more information or sign up here.


What's the Secret to Email & Web Analytics Integration?
Industry experts urge marketers to integrate customer data across platforms in order to craft more meaningful messages. But the enormity of the task prevents most from even starting. Get Silverpop's new white paper for five simple tactics, and learn why there's never been a better time than now.

Bill Comcowich
How to Create a Successful Business Blog: 9 Steps to Implementing

This second article in a series focuses on implementing a successful business blog. It dissects the steps of selecting development tools, working out a content plan for launch, making a debut, developing a style and personality, handling responses, monitoring consumer discussion on your subject, and enjoying the process.

Here are nine valuable tips for implementing and launching a blog.

Get the full story.

Need to know more? Click this button to play the recording from our seminar: "What Every Marketer Needs to Know About Blogs."

Note: This recording is available to Annual Premium and Premium Plus Members only. Get more information here.

Ignacio "Nacho" Hernandez Jr.
Special Report From MarketingProfs: Marketing to Hispanics (Part 2 of 2)

Last week, we ended the first part of this two-part series with a discussion of the perceived entry barriers to marketing to Hispanics.

Now, we take a brief look at the tactics that marketers use to reach the Hispanic market, and discuss in depth Search Engine Marketing as an optimal way of reaching Hispanics.

Get the full story.

Want to play with the data? Click this button to view and filter the Marketing to Hispanics Benchmark Survey Results.

Note: Benchmark Survey Results are available to paid members only. Get more information or sign up here.


A Note to Readers

The Most Elusive Market?

The most-read article in MarketingProfs last week was the first of our two-part series by our friend Nacho Hernandez on marketing to Hispanics. It was, by a mile, what my 9-year-old daughter calls the "best-favorite."

Clearly, there's a lot of interest in the Hispanic market. The article was picked up by tons of marketing publications and bloggers, including,, SearchViews, and MarketingVOX.

Actually, the two-part article grew out of a MarketingProfs Benchmark Survey on the breadth and depth of the Hispanic market. But what is the Hispanic market, really? How do you define a group of individuals loosely connected by a more-or-less common language and cultural heritage, but nevertheless divided by country of origin, length of residence in the US, size of the Hispanic population in their area, and a myriad other possible segmentations?

Carrie Shearer sums up many of the challenges in an interesting write-up she penned in the recently launched MarketingProfs Daily Fix. In her post, One Size Doesn't Fit All, Carrie offers a brief backgrounder on the challenges of marketing to such a diverse group. Check it out. (And look for part two of Nacho's article, which appears today.)

Thanks for stopping by! As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
Chief Content Officer

PS: A few seats are left at the MarketingProfs Finders, Keepers retreat in beautiful Santa Barbara, California next week. Here's your chance to spend two full days with eight of our best authors—and walk away refreshed, rejuvenated, and energized by the learning, the people, and the California sunshine. I'll be there, too, and look forward to meeting you all. Sign up or get the goods here.


Last Issue's Top 5

  1. Electronic vs. Print: The Evolution of the Company Newsletter (Part 2 of 2)
  2. Special Report from MarketingProfs: Marketing to Hispanics (Part 1 of 2)
  3. How to Create a Successful Business Blog: 8 Planning Tips (Part 1 of 2)
  4. The Best-Kept Secret of the Selling World
  5. Marketing Challenge: Where Are the Experienced Freelance Marketers?
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Newly Posted Jobs

  1. Globalfluency
  2. Russell Investment Group
  3. Twist Marketing
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  6. University of Washington
  7. Intuit
  8. The Commercial Appeal
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What can YOU learn in 90 minutes?

April 13, 2006
Best Direct Marketing Strategies
for B-to-B

Presenter: Ruth Stevens is author of Trade Show and Event Marketing: Plan, Promote and Profit and The DMA Lead Generation Handbook.

April 27, 2006
Marketing's Role
as Chief Customer Officer

Presenter: Jeanne Bliss will draw on first-hand experience at top companies like Lands End and Microsoft to describe the role that marketers must take on as the enterprise leader for customers.


Jim Cook with Suzanne Taylor
Five Lessons From the Netflix Startup Story

When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck most as somewhat ludicrous.

Looking back on Netflix's startup story, one of the co-founders shares five customer-focused lessons that stand out as critical in creating the then-innovative Internet business.

Get the full story.

Jonathan Kranz
Give Away Your Research—Win Valuable PR and Marketing Prizes

Marketing research isn't just a way to collect opinions, measure awareness, or test positioning statements any more. Packaged correctly, your research itself can be your message.

You can turn your results into media stories that attract favorable publicity and establish you or your business as an authority. Or you can craft compelling premiums—reports, guides, or booklets—with must-have information that generates leads.

Get the full story.

Finders Ad (if available)

April 20-21 in Santa Barbara, California:
Finding Prospects and Keeping Customers

Last chance to register! Join eight of our best MarketingProfs authors in a two-day conversation about customer acquisition and retention. Only 50 people can attend this executive retreat.

There are a few seats left. Shouldn't you be in one of them?
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Dan Herman
The Surprising Secret of Successful Differentiation

A successful differentiation has two defining characteristics: (1) It is not imitated by your competitors, even though (2) it brings you unmistakable success with consumers.

Impossible, you say? Not quite.

Get the full story.

Kevin Randall
Brands Matter in B2B Markets

How can B2B companies truly differentiate their offering and be relevant to customers over the long term? This is where brands come in.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
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