Subject: Reaching the Young and the Restless Online

From: Chief Marketer <[email-masked]>
Date: Tue, 7 Nov 2006 20:30:45 UT

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November 7, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

Young and Restless: Tips for Reaching Teens Online
Marketing Resource Management: Delivering Predictability
Breaking the Abusive E-mail Habit
Balancing Visible and Hidden Relationship Programs
Use It or Lose It: How to Convert PR Hits into Sales
Can't Read, Won't Buy: Why Language Matters to Global Marketing
Chiger Chooses

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This Week's Stories

Young and Restless: Tips for Reaching Teens Online
By now you know where the teens and tweens are: online. But do you know how best to reach them there? Creating a MySpace page isn't enough. In his latest column, Dave Friedman of Avenue A | Razorfish offers several examples of successful youth-oriented online programs.

Marketing Resource Management: Delivering Predictability
In his latest column, Quaero's Lane Michel provides several compelling reasons for investing in marketing resource management (MRM) tools. By tracking your marketing spend and better enabling you to determine how to allocate your resources, MRM solutions have been shown to boost operating profit by 2%. Click here to learn more.

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Breaking the Abusive E-mail Habit
"Like junkies and other chronic abusers, even some legitimate businesses can't seem to stop themselves from abusing their permission-based lists with too frequent, often irrelevant mailings," writes John Rizzi, president/CEO of e-Dialog, in his debut column for CHIEF MARKETER. "They can't resist the quick hit even if the results are below average. But for even this minimal revenue kick, these mailers risk antagonizing their audience."

Rizzi offers suggestions to help you wean your business from its e-mail addiction. Find out what they are here.

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Balancing Visible and Hidden Relationship Programs
You've got your visible marketing programs (ad campaigns, promotions on the home page of your Website) and your hidden campaigns (members-only programs, invitation-only sales, anything else that is offered only to select customers). According to Loyalty Lab's Michael Greenberg, "companies may be judged initially by their visible programs, but ultimately they are judged by their hidden programs."

So companies need to coordinate their visible and hidden marketing programs to ensure a long-term return on investment. Greenberg explains how at www.ChiefMarketer.com.

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Use It or Lose It: How to Convert PR Hits into Sales
Scoring an appearance on "Good Morning, America" or a mention in your market's leading trade magazine is great for raising your company's profile. But it won't necessarily translate to added sales or a heftier bottom line. If you're proactive about leveraging your media mentions, though, you're more likely to see a tangible payoff. Amy Chilla and Melissa Gillespie of Innova Communications provide a plethora of ways to make the most of your media hits; see what they are at www.ChiefMarketer.com.

Can't Read, Won't Buy: Why Language Matters to Global Marketing
English may well be a universal language of commerce, but it's not a universal language of e-commerce. Even nonnative speakers who are fluent in English prefer to purchase from Websites in their own language. Donald DePalma of Common Sense Advisory shares details of a recent study by his company showing that in-language Websites and customer service may be more critical to global success than you might have thought. Get the results at www.ChiefMarketer.com.

Choice Links of the Week

Chiger Chooses
According to The New York Times, everyone who registered to run in this weekend's New York City Marathon received a goody bag worth $100. If I'd known I could have nabbed a SpongeBob SquarePants painter's cap simply by registering...oh, who am I kidding; I still wouldn't have signed up.

The runners in this year's Breeders' Cup didn't get goody bags. And many horse-racing fans griped that Saturday's event didn't get much promotion from ESPN, which aired the Breeders' Cup this year for the first time, either. Blogger "Scoop" of Curb My Enthusiasm is a case in point: "...what's really sad is that the four ideas I just came up with at 7:00 a.m. are 100 times better than anything ESPN or the NTRA [National Thoroughbred Racing Association] has come up with as of [eight days prior to the race] to hype the signature day of our sport."

Maybe he's not as fast as Invasor or Bernardini. But skateboarder Tony Hawk is no doubt better at marketing than the NTRA. Even though he's a ripe old 38, Hawk still earns an estimated $5 million-$7 million a year in endorsements, says BusinessWeek, and is still an icon to the young'uns.

While Hawk excels at, well, hawking his brand, some luxury brands may want to think twice about promoting certain line extensions, suggests Forbes. A Courvoisier perfume and a Maclaren Kate Spade stroller, for instance, may do the brands much more harm than good.

>From luxury cognac to...the Laundromat. MediaDailyNews reports that the National Guard is launching a network of "laundry boards" -- basically eye-level billboards above the washers and dryers -- at more than 1,000 college campuses nationwide. Is nothing sacred?

Find out why business is good and how Oneupweb helped.

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