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Vol. 6 , No. 12     March 20, 2007


In this Newsletter:

  1. How P&G, Kimberly-Clark, and Marriott Are Getting Back to Basics in Customer Experience
  2. Marketing via Stories: The Selling Power of Narrative in a Conceptual Age
  3. Twelve Tips for Conducting Effective Surveys
  4. Premium Store Brands: The Hottest Trend in Retailing
  5. Call off the Funeral, the Press Release Is Alive and Well
  6. Think Outside 'the' Web Site for Post-Click Marketing
  7. The Green Market Niche: Being Green, Going Mainstream


Survey Sins Exposed!

Avoid the temptation to create 99 question interrogations, open-ended questions and ineffective survey invitations that get zero customer response. View our entertaining and information-packed pre-recorded webinar, The 7 Deadly Survey Sins and How To Avoid Them.

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Premium Content

Jonathan Tisch
How P&G, Kimberly-Clark, and Marriott Are Getting Back to Basics in Customer Experience

There's no use longing for the return of the good old days. The new world of electronic information and global competition is here to stay. Customers will no longer simply gravitate to the brands, products, services, and organizations their parents trusted. Instead, they will continue to experiment, change, talk back, and exercise their newfound freedom of choice in ways that make life for organizational leaders increasingly challenging.

In response, we need to learn new ways of creating stronger, longer-lasting ties with our customers. In some cases, that means getting back to basics.

Get the full story.

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


Connect With Customers Through Surveys

Learn how to combine surveys with enterprise email marketing to gather vital data, build loyalty, increase ROI and quickly and easily measure, analyze and act on responses.

Silverpop – Your Partner for Email Marketing Success

Download your free copy today!

Andrea Learned
Marketing via Stories: The Selling Power of Narrative in a Conceptual Age

As "A Whole New Mind" author Daniel Pink puts it, we have entered a new era: a less linear "conceptual age." As we live our personal lives with a better understanding of how interconnected everything is, our work as marketers should also be considering how consumers take in our messages.

Today, storytelling—in its many forms—is one of the most powerful tools for presenting the truths of your product, service, or brand.

Get the full story.

Brian Henderson
Twelve Tips for Conducting Effective Surveys

We've all been on the receiving end of far too many poorly constructed surveys that required too much time and energy simply to share our thoughts.

Here's a top 12 list of how to conduct surveys without losing contact with your customer.

Get the full story.

This Week's Case Study
How an Electronics Retailer Altered Its Holiday Paid-Search Campaign Strategy and Cut Cost per Acquisition in Half

A Note to Readers

Attention Bookworms: Book Club Discussion Is Now Open

The MarketingProfs Book Club's group discussion for the current segment on The Origin of Brands is now open!

If you are new to our Book Club, led by Chief Reading Officer (and all-around fun gal) Christina Kerley, here's some information (below) on joining the discussion. Returning Book Club veterans can hop on over and jump into a discussion (or two). The discussions can be accessed at your leisure, and they run 24/7.

We launched the MarketingProfs Book Club with an eye toward sharing knowledge and bringing marketers together to focus on an exchange of ideas. While reading a book informs us and provides insights, the discussions in Group Review really bring those insights home.

Here's how to join:

  1. Go to the Book Club Entry Page by clicking here. Or get more information about the Book Club here.

  2. Log in with your email and password: if you're already a member of MarketingProfs, just sign in with your email and password; if not, you can register for free.

  3. Start chattin' with other bookworms: all the discussions start below the poll.

There's lots going on as Group Review launches: You can tell us in the click of a mouse what you thought of the book, submit a book review, immerse yourself in a discussion, or start a discussion of your own.

I look forward to chatting it up with you in the coming days.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Five Things Every CEO Should Want to Know About Customers
  2. Lessons from Warren Buffett: Getting the CEO to (Willingly) Write Checks for Marketing
  3. Starbucks at the Crossroads: Disruption Junction
  4. Basics of Strategic and Tactical Pricing
  5. Keeping the Brand Healthy: The Annual Brand Checkup
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What can YOU learn in 90 minutes?

Thursday, March 22nd
Marketing Through Stories: The Selling Power of Narrative
Andrea Learned proves how stories can touch your customers and differentiate your brand.

Thursday, March 29th
Blogs, Tubes, Twitters, and More: The Right Way to Use Emerging Media
David Armano tells how you can use the latest digital trends to deliver a memorable customer experience.

Want BOTH seminars?
Become a Premium Plus member to have access to EVERYTHING.


Nirmalya Kumar and Jan-Benedict E.M. Steenkamp
Premium Store Brands: The Hottest Trend in Retailing

Private labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand."

In fact, the emergence of the new premium private labels is the hottest trend in retailing.

Get the full story.

Christopher Parente
Call off the Funeral, the Press Release Is Alive and Well

The press release is certainly not dead, as some PR people may have you believe. Yes, it's been loaded up with jargon. Weighed down with buzzwords. Scrubbed clean of any meaningful executive quotes.

But, in spite of it all, the press release can provide more value and is read by more people than ever before.

Get the full story.

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Thought Leader Summits. Marketing Guides. Benchmark Studies. Marketing Templates. Plus 100% Access to Thousands of Marketing Articles.

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Scott Brinker
Think Outside 'the' Web Site for Post-Click Marketing

In the beginning, your company created a Web site. And it was good.

But then it grew. And grew. And grew. Until it encompassed the heavens and the earth in content. Something for everyone. Everything for someone. And it ceased to be a coherent presentation to anyone.

It became Encyclopedia Corporatica—a massive tome of information that includes press releases from five years ago. An impressive body of work, to be sure. But as a sales tool, as a marketing vehicle, it sags under its own weight.

Get the full story.

John Rooks
The Green Market Niche: Being Green, Going Mainstream

The long tail of the "Green Marketing" niche seems to be getting thicker as America mainstreams into greener consumerism (some call it "prosumerism").

With such a dynamic and emerging marketplace, it's important to understand where the Green Market came from and how it will progress into the future. This series of articles will be taking a closer look at this burgeoning market by dissecting the factors that may contribute to its sustainability... or fracture its foundation. Here's the first in the series.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Customer Service

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