Subject: Review and Renew

From: Chief Marketer <[email-masked]>
Date: Tue, 6 Feb 2007 11:09:51 UT

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February 6, 2007 | A Prism Business Media Publication

TABLE OF CONTENTS

Review and Renew
What's in a Name: Four Key Criteria
Marketing Leadership: Leading a Team Through Change
Borrow a Page from Your E-Mail Playbook
Kill These Buzz Phrases--Please

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This Week's Stories

Review and Renew
How many times have you heard (or said), "If it ain't broke, don't fix it"? The problem is that something--your company's brand message or competitive positioning, for instance--might be "broke" without your knowing it. Or it might be okay today, but not tomorrow.

That's why, according to Tamara Charm and Bart Sichel of McKinsey & Co., you need to periodically review your marketplace and your place in it, then modify your business and your messages accordingly.

Charm and Sichel advise conducting this sort of business renewal process every three to five years. They explain exactly how to go about doing so at www.ChiefMarketer.com.

What's in a Name: Four Key Criteria
Perhaps as part of the business renewal process described by McKinsey's Charm and Sichel, you've decided it's time to launch or rename products. Coming up with the ideal name for a product, a service, or a brand isn't easy, as anyone who has survived the process will be happy to tell you.

But Jonathan Paisner of CoreBrand has devised a set of key criteria--strategic, functional, linguistic, and legal--to help ease the pain. Click here for details.

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ACCM - The Largest Conference for Catalog, Internet & Multichannel Merchants
May 21-23, 2007
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The Annual Conference for Catalog and Multichannel Merchants (ACCM) is the only conference devoted exclusively to merchants who need to understand, segment and market to today's customers and prospects across an array of media and channel choices. ACCM will help you to Create the Ultimate Multichannel Marketing Mix by focusing on the strategies you need to successfully integrate your catalog, web, store, phone, sales force, distributor, e-mail and other marketing channels. Register by March 2 and Save up to $100 on your full conference registration! Simply use CHIEF MARKETER savings code E07. www.accm07.com/chief

Marketing Leadership: Leading a Team Through Change
Whether it's a new product or a new brand promise, the conception is only part of the process. The greatest idea in the world will fail if the implementation is faulty. And one frequent cause of faulty implementation is the inability of a team's leaders to effectively communicate the change to all the members.

Nilofer Merchant, CEO of Rubicon Consulting, knows firsthand the challenge of leading a group through change. He shares his hard-won tips for success at www.ChiefMarketer.com.

Borrow a Page from Your E-Mail Playbook
If you're feeling overwhelmed by the myriad marketing media options out there, you're not alone. As you expand your channels to include newer media such as RSS and mobile marketing or to embrace older media such as direct mail or DRTV, John Rizzi of e-Dialog has a suggestion: Bear in mind the lessons learned from successful e-mail marketing initiatives.

"E-mail gives you the ability to engage customers," Rizzi says. "When done well, it's the most cost-effective, successful means of collecting customer data (both static and behavioral) and creating actionable, relevant, revenue-generating campaigns based on those data. And the more relevant you are in e-mail, the more engaged your customers will be... Therefore, as customers start to interact with your company using more channels, they will expect the same personalized, relevant communications in those channels."

Rizzi describes how to leverage your e-mail success into other media in his latest column for www.ChiefMarketer.com.

For the Love of Marketing...

Kill These Buzz Phrases--Please
"Want to know why marketers are always the first to get canned when the economy tanks? Because too many of them use empty-headed words and phrases in a lame attempt to mask that they really can't measure much of what they're doing."

And so Ken Magill kicks off his new monthly column for CHIEF MARKETER, "For the Love of Marketing..." You may know Ken from his weekly e-newsletter about e-mail, Magilla Marketing, or from his articles as editor-at-large for sister publications "Direct" and "Multichannel Merchant." Not content to limit his invectives to e-mail and direct marketing, Ken will now also be venting his spleen on marketing at large. For his inaugural column, click here.

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