Subject: Best and Worst Lead-Generation Offers

From: Chief Marketer <[email-masked]>
Date: Tue, 18 Jul 2006 13:48:32 UT

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July 18, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

The Year's Best and Worst Lead-Generation Offers
Google's New Dayparting Functionality: What You Need to Consider
Da Vinci Marketing
The Electric Fan: Get Plugged In with Sampling at Sporting Events
BrandAnimation: Devolving Evolution
Chiger Chooses

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This Week's Stories

The Year's Best and Worst Lead-Generation Offers
Let's say you've just been put in charge of lead-generation efforts at a business technology firm. Your company has long relied on the tried-and-true giveaways to try to lure new business. Surely they must be effective -- after all, so many companies rely on them.

But just because something's popular doesn't mean it's effective. Case in point: MarketingSherpa's third annual study of business technology marketing shows that Webcasts, white papers, and blogs -- in other words, content -- are far more effective lead-gen tactics than giveaways. MarketingSherpa president Anne Holland presents her top takeaways from the study at www.ChiefMarketer.com.

Google's New Dayparting Functionality: What You Need to Consider
Last month Google introduced an ad scheduling -- a.k.a. dayparting -- feature that allows advertisers to "automatically adjust their bids or pause and resume their campaigns based on the time of day or day of week," according to the announcement.

This change, says Mark Stephens of interactive services firm Avenue A | Razorfish, has implications for just about every marketing pro. Find out what they are at www.ChiefMarketer.com.

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Da Vinci Marketing
Leonardo da Vinci was both an artist and a scientist. Marketers, says Todd Merriman, senior consultant at strategic marketing firm Group 1066, like to view what they do as a combination of art and science.

And in fact, "good marketing requires statistical analysis to determine market opportunities, and it requires creativity to craft messages that drive preference and increase sales," Merriman writes. "We tend to run into problems when we try to combine the two to research what kind of messaging will resonate in the marketplace."

By adapting your research so that the goal is uncovering the benefits and attributes that appeal to customers' often irrational impulses, you can move closer to the ideal of "da Vinci marketing." Merriman explains how at www.ChiefMarketer.com.

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The Electric Fan: Get Plugged In with Sampling at Sporting Events
Sports fans, by and large, are nothing if not loyal. That proclivity toward loyalty -- if not downright fanaticism -- makes them a demographic worth targeting, according to Laurie Carlson McGrath, director of marketing at PromoWorks. In fact, her company has had great success with sampling events at Chicago Cubs games. In her latest column for CHIEF MARKETER, McGrath details the dos and don'ts of offering samples at sporting events and why the "when" and the "where" are sometimes more important than the "who."

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BrandAnimation: Devolving Evolution
"We are now moving toward even more customer involvement in the creation and marketing of products and services," notes Erik Hauser, founder of the International Experiential Marketing Association. "By working with customer-created content we are, in effect, 'devolving' back to the original marketplace concept where 'one on one' meant that you visited with the shop owners and told them what you wanted them to stock for you and, when they responded to your needs, you kept coming back as a customer. So...we are poised on the precipice of devolution while we evolve."

For more of Hauser's take on the collaborative nature of marketing, click here.

Choice Links of the Week

Chiger Chooses
The New York Times breaks the story of CBS's plan to imprint ads for its fall schedule on eggs. "But is egg-vertising an idea with staying power," asks the Times, "or will the novelty expire after a few dozen bad puns?"

"If Barbie were a song, what would she sound like?" The marketing pros at Mattel are turning to an expert in sonic branding to find out, reports the Los Angeles Times.

>From hired hands to "hired fans," courtesy of sister publication Promo.

Hey, I'm an editor...why wasn't I invited? Sure, ethics would prevent me from accepting, but an invite would have been nice.

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David Norris
Brand
Marketing

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