Subject: Promoting Predictive Promotion Planning

From: Chief Marketer <[email-masked]>
Date: Tue, 23 Jan 2007 12:14:17 UT

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January 23, 2007 | A Prism Business Media Publication

TABLE OF CONTENTS

The New Four P's: Promoting Predictive Promotion Planning
How to Grow Your Opt-In E-mail List More Quickly and Easily
COLLOQUY Corner: Redemption Equals Loyalty
Six Tips for Reaching Your Global Customers Online
Roundup: Future of Information Summit

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This Week's Stories

The New Four P's: Promoting Predictive Promotion Planning
Can you measure how effectively a promotion engages its target market--and from there determine which promotional strategies would be most effective for your company or brand?

Robert Passikoff, Ph.D., the founder/president of Brand Keys, believes you can: "Happily, a promotion engagement algorithm exists that identifies the top four drivers of loyalty and engagement and shows how values come together to form the component 'parts' of those drivers."

In his January CHIEF MARKETER column, Passikoff provides examples as well as offers up "five absolute certainties about promotional engagement" and "two truths that promotion marketers must face up to." Read it all at www.ChiefMarketer.com.

How to Grow Your Opt-In E-mail List More Quickly and Easily
When determining which elements of your Website to test in hopes of improving conversion rates and revenue, you probably don't pay much attention to the online registration form used to gather opt-ins for your e-mail file. But you should, says MarketingSherpa president Anne Holland.

"If you want to improve Website results, don't waste time debating 'creative,'" writes Holland in her latest column for CHIEF MARKETER. "Instead go for the high-impact stuff: tweaking the design of your opt-in form. A tiny opt-in lift means your e-mail list grows bigger. And those names are better than any list you can rent or advertise on..."

Among the aspects of your registration form that Holland suggests testing are the amount of information requested, the description of the type of e-mail you'll be sending subscribers, and even the wording of your "submit" button. For more of Holland's findings and suggestions, click here.

COLLOQUY Corner: Redemption Equals Loyalty
As a marketer, you have myriad reasons for offering a loyalty program: to attract and retain customers, to bolster your database, to differentiate yourself from the competition... But consumers by and large have one reason for joining a loyalty program: to redeem rewards.

Therefore you need to devote as much consideration to the redemption methodology of your program as you do to the program's other facets. In his latest column for CHIEF MARKETER, COLLOQUY editorial director Rick Ferguson discusses your options. Click here to find out the hows and whys of each.

Six Tips for Reaching Your Global Customers Online
What with all the chatter about Web 2.0, it's easy to overlook the basics of online marketing. To that end, Donald A. DePalma, founder/chief research officer of Common Sense Advisory, provides a tip sheet of six often-forgotten fundamentals to bear in mind before you implement more-advanced online marketing strategies. Click here for his advice.

Roundup: Future of Information Summit
Last week Experian hosted the Future of Information Summit in New York. CHIEF MARKETER's Tim Parry was there, sitting in on a number of the sessions.

Among his findings: Young potential car buyers warmed to a crab as spokesperson ("Case Study: Element Campaign Nothing to Crab About"). And "if there is one common theme we've learned, it's that this [younger] generation respects brands that listen" ("Facebook: Tips for Engagement in Social Media"). Plus, while it's important to engage with young consumers, changing demographics mean you need to continue addressing older consumers too ("Preparing for the Population Pyramid Shift").

For more information
contact Amy Bonner at 508.370.0826 or [email-masked]

Predict Your Search Marketing Campaign ROI. Download Oneupweb's ROI

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