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Vol. 6 , No. 3     January 16, 2007

 


In this Newsletter:

  1. Case Study: Smart Marcomm Strategy Enables Precision Manufacturer to Nearly Double Sales in One Year
     
  2. Five Ways to Develop a Dialogue With Key 'Influencers'
     
  3. Online Marketing on a Shoestring Budget
     
  4. 'What's Your Mantra?'
     
  5. The Problem of Defining Professional Services Marketing Expertise
     
  6. When Work Becomes Fun and Games: The Marketer's Dilemma
     
  7. Marketing Challenge: Working as a Team
     

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Premium Content

Stephanie G. Hlavin
Case Study: Smart Marcomm Strategy Enables Precision Manufacturer to Nearly Double Sales in One Year

In the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco.

Challenged by the company's president to increase sales and the workforce 50% over five years, Minco first invested in marketing communications to spread the vision, increase alignment, and build the brand among employees. Just one year after kicking off the branding and marketing campaign, Minco has grown both sales and the workforce by 43%.

Get the full story.

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Learn how top online retailers use transactional emails to up-sell, enhance branding and improve customer loyalty. Silverpop's new study reveals revenue-boosting secrets!

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Nilofer Merchant
Five Ways to Develop a Dialogue With Key 'Influencers'

Most companies don't know what to do to systematically guide this new breed of consumer marketing advocates. But you can build a "program" that will enable you to access and develop a dialogue with these key influencers.

Get the full story.


Jodi Bash
Online Marketing on a Shoestring Budget

There are many resources on the Web for small budgets, and they can enhance the way you interact with your customers.

They key is to understand what you need and find the service that best fits your needs.

Get the full story.

 

A Note to Readers

Making a Case for Marketing

Greetings, discerning readers.

Last week, our new Case Study feature debuted. Premium members now receive a new Case Study each week, in addition to all of the regular goodies (a weekly Premium article, a monthly template or guide, and a quarterly benchmark study) they're accustomed to receiving as part of their honkin' cool Premium Membership package.

This week, the Case Study appears in our usual Premium article spot--but only for this week. Next week, it moves just above this note, so look for it, because you won't want to miss our upcoming Case Studies on Annie's Homegrown, the Sideways Wine Club, and the nonprofit Points of Light Foundation, to name a few.

In this week's Case Study, author Stephanie Hlavin looks at electronics components manufacturer Minco. Challenged by the company's president to increase sales and the workforce 50% over five years, Minco first invested in marketing communications to spread the vision, increase alignment, and build the brand among employees.

Just one year after kicking off the branding and marketing campaign, Minco had already grown both sales and the workforce by more than 40%. Check out how they did it.

Thanks for stopping by!

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs

p.s. We've extended our year-end Premium membership sale until tomorrow -- just for readers of this note -- so sign up now.


 

Last Issue's Top 5

  1. Ten Steps to Creating a Brand Ambassador Program
  2. Squeeze the Lemons for Loyalty Growth
  3. A Mickey Mouse Approach to Customer Service
  4. Outing Second Life: Q&A With Digitas's Greg Verdino
  5. Spreading the Brand Message One Community at a Time
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What can YOU learn in 90 minutes?

Thursday, January 18
The Wide World of Direct Marketing on the Web
Jane Weber gives a rapid-fire look at smart DM strategies online, in the fifth seminar of our "crash course" series on Direct Marketing.

Thursday, January 25
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Lee Marc Stein shares 5 big fat mistakes and 10 winning tips for your best DM results.

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Roger von Oech
'What's Your Mantra?'

Recently, the author has heard the term "mantra" used much more in a business context, as in a "guiding principle" that inspires you to do whatever special things you do. In the past it might have called a "motto," or a "creative strategy," but today... it's a mantra.

So what's your mantra?

Get the full story.


Suzanne Lowe
The Problem of Defining Professional Services Marketing Expertise

It appears that these differing expectations, and the evolution of the role of professional services marketer, have begun to fall into two distinct camps, both of which are grounded in expertise: the efficiency specialist, and the analytical specialist/market creator.

Get the full story.

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Susan Solomon
When Work Becomes Fun and Games: The Marketer's Dilemma

Rejecting corporate games is risky, especially for marketers who need to be—and should be— team players. The author writes from many years of experience engineering scavenger hunts through Disneyland and cruise ships, directing countless silly videos and employee film fests, and choreographing send-up musicals, dance-a-thons and sing-alongs.

Get the full story.


Meryl K. Evans and Hank Stroll
Marketing Challenge: Working as a Team

Marketing team members, as well as services and sales employees, must work together like this season's football players to achieve company goals.
Read on for excellent advice on how to work better as a team.

Get the full story.

Contact

Publisher:Allen Weiss
amw@MarketingProfs.com

Content: Ann Handley
ann@MarketingProfs.com

Strategy and Development:
Roy Young
roy@MarketingProfs.com

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Val Frazee
val@MarketingProfs.com


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