Marketing Inspiration for 2003: Top Marketers Reveal Their Learnings marketing sherpa.com Practical Know-How and Case Studies com Sponsored by WebTrends Table of Contents – Page ii @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Table of Contents Table of Contributors – by first name with quote number ii Table of Companies – with quote numbers x Introduction by Anne Holland 1 Part I: General Inspiration 3 Part II: Planning and Campaign Management 10 Part III: Learning from Mistakes 13 Part IV: Branding 14 Part V: Integrated, Multichannel, and Offline Marketing 15 Part VI: Marketing Teamwork 19 Part VII: Internet Marketing – General Tips & Notes 21 Part VIII: Website Design & Traffic 26 Part IX: ROI, Metrics & Measurement 33 Part X: Budgeting & Procurement 37 Part XI: Creative 40 Part XII: Copywriting 46 Part XIII: Multicultural 50 Part XIV: Positioning, Niche Marketing & Focus 51 Part XV: Email Marketing 54 Part XVI: Marketing with Email Newsletters 63 Part XVII: PR & Publicity 66 Part XVIII: Business-to-Business Marketing 71 Part XIX: Online Publishing Business - Ad & Content Sales 79 Part XX: Search Engine Marketing 88 Part XXI: Market Research 92 Part XXII: Partnerships & Affiliates 96 Part XXIII: Customer Service & Customer Relations 98 Part XXIV: Referral Marketing 105 Part XXV: Growing Your Consultancy or Agency Business 106 End Quote – One to Grow On 119 More Resources: Practical Marketing Reports from SherpaStore 120 Table of Contributors – by first name with quote number Aaron Kahlow 202 Abramo Lerardo 74 Adam Herman 468 Adam Kaplan 98 Adele Goody 372 Adrian Gover 18 Ahmad Abuljobain 171 Ahmad Abuljobain 636 Al DiGuido 364 Alan M. Douglas 312 Alan McClure 560 Alan Pohlman 153 Albert Maruggi 412 Alberto Guastini 28 Alexis Johnson 597 Alisa Oswalt 208 Allan Gardyne 6 Allan Hunkin 462 Sponsored by WebTrends Table of Contents – Page iii @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Amber Link 3 Amy Roberson 561 andre@hjsys.com 166 Andrea Learned 522 Andrew Bank 580 Andrew Eklund 211 Andrew Shillito 604 Andy Chiodo 308 Andy Grosman 581 Angelo DʹAlessio 572 Anita Daniel 524 Ann Lombardo 221 Ann Treacy 383 Anna Melillo 521 Anna Murray 112 Anon 516 Anthony Cospito 186 Anthony Vlahos 356 April Guy 46 Aran Jones 271 Arif Durrani 491 Ash Gupta 119 Audrey Pihulyk 631 B.L. Ochman 156 Barbara Halpern 621 Barbara Keddy 305 Barry Parks 657 Barry Yarkoni 68 Ben Wallace 332 Beth Bridges 106 Beth Sullivan 499 Betsy Harman 339 Bill Gould 519 Bill Lawler 79 Bill Muller 428 Bill Nussey 21 Bill Phelan 496 Bob Chambers 219 Bob James 403 Bob Killian 241 Bob Martel 294 Bob Mumm 20 Bobbi Glassel 570 Brad Dennison 605 Brad Negus 576 Brad Singer 443 Brandt Dainow 159 Brandy Toth 527 Brent Hieggelke 445 Bret Rowe 258 Brett Hayes 592 Brian Catt 437 Brian Holmen 594 Brian K. St.Ours 149 Brian Monahan 384 Brion T. Domman MBA MHA 425 Bruce L. Cook 198 Bruce Storer 157 Camille Jacks 577 Candice Garrison 275 Caren Davidkhanian 507 Carl Dhir 250 Carl M. DiManno 51 Carlos Ayala 537 Carmen Paulino 223 Carol Philips Brubaker 278 Carolyn Gardner 387 Carsten Luther 307 Caryl Felicetta 62 Catherine Benevides 231 Catherine OʹShea 370 Catherine Turner 626 Catherine WInckler 660 Chan Foo 246 Charlie Cook 34 Charlotte Wolter 467 Cheryl L. Johannes 296 Chris 95 Chris Hanse 9 Chris Lavelle 239 Chris Lynn 569 Chris MIller 69 Christine Smith 424 Christine Sten 552 Chuck Fuerst / Roger Paulson 418 Claire Thompson 11 Clay Fisher 478 Clay Randall 150 Cliff Allen 388 Collin Ryan 453 Cory Kleinschmidt 503 Cory Whitehead 482 Courtney Hopkins 436 Craig Lunde 29 Cristina Lucas 655 Cristina Redlus 429 Sponsored by WebTrends Table of Contents – Page iv @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Cynthia Holladay 32 Dan Denton 535 Dan Eskelson 553 Dan Leeds 276 Dan Noyes 593 Dan Williams 245 Dana McElyea 434 Daniel Dougherty 137 Daniel J Garvin 255 Daniel M. Becker 406 Daniel Shefer 457 Darcy Silvers APR 302 Dario Pennino 180 Darren Angus 456 Dave Goetz 369 Dave Mercer 121 Dave Texidor 539 Davia Dennis 222 David Barratt 578 David Bowen 37 David C Facer Jr 252 David C. Facer 201 David Clark 184 David Hallmark 509 David Hamilton 336 David Herscott 340 David Hessekiel 550 David J Driscoll 31 David Johns 554 David Koch 360 David Libby 407 David M. Scott 291 David Thornton 215 David Vallieres 494 David Wieler 66 David Yancey 84 Dawn Charles 104 Dawn Patterson 122 Deb Alloway 269 Deb Kohls 446 Debra OʹNeil-Mastaler 615 Dee Dee LaBruyere 404 Dee Fox Bentley 612 Dee Turgeman 598 Deepak Mankar 476 Denice MacDonald 672 Denis Baddeley 526 Denise Baerg 343 Denise Klarquist 213 Denitsa Sacheva 397 Dennis Hunter 315 Derek Baird 264 Diana Ward 244 Diane Bedard 415 Diane Hunt 24 Dick Kindig 59 Dixon Jones 663 Don Council 185 Don Kaplan 57 Don Klosterman 447 Don Rua 200 Donald Wijkniet 607 Donna Kozik 639 Donna W Gustafson 60 Doug Pond 326 Doug Pond 379 Drs. Rob Beltman 574 Ed Kohler 154 Ed Osworth 17 Edward Burghard 88 Eileen Sutton 283 Elizabeth Schoch 365 Ellen Ferlazzo 448 Emily Smith 169 Emma Austen 390 Enrique Gonzalez 64 Eric Siegmund 608 Eric Sutherland 127 Erik Dorsey 304 Erika Brown 459 Erin Harris 273 Erlend Førsund 382 Eugene Higley 181 F.J. Brouwers 498 Faith Kuczaj 548 Felena Taylor 534 Fern Reiss 408 Francesco Fabbri 172 Frank Russo 285 Frank Schieber 427 Fred Burt 236 Fred Jorgensen 212 Fred Meyers 267 Fred Morgenstern 586 Gail Cassidy 659 Gail Howard 1 Sponsored by WebTrends Table of Contents – Page v @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Gary Bucher 380 Gary Guseinov 354 Gary Korb 261 Gary Slee 254 Gavin 501 Gavin Linde 240 Gene Yelle 290 Gennifer Chenault 191 Geoff Caplan 587 George Gonzo 75 George Karavaras 53 George Simpson 314 Gerald A Kasten 91 Gerhard Friedrich 41 Ginny Lee 134 Ginny Murray 82 Glenn Callahan 353 Glenn L. Laudenslager IV 488 Glenn Nilson 48 Grace M. Piku 652 Greg Coloian 38 Haakon Rian Ueland 274 Harry Hoover 658 Heather Davis 284 Heather Fairchild 361 Heather Hudetz 441 Hedge Stahm 536 Hellena Smejda 426 Henrik Flensborg 386 Howard J. Sewell 299 Howard Russell 259 Ian Bowman 584 Ilan Geva 15 J. R. Young 162 J.H. Gregory 662 Jaap Cleutjens 251 Jaap Gunter 65 Jack E. Appleman CBC 617 James Burchill 402 James E. Powell 158 James Lipka 670 James W. Strohecker 583 Jan Pickering 439 Jane BenBassett 674 Jane Toohey 529 Janet Gray 504 Janet Quinn 630 Janet Twilley 237 Janice D. Byer MVA 517 Jason Burby 167 Jason Ciment 480 Jason DeLuca 650 Jason Goodwin 97 Jason Nelson 493 Jason Shulman 105 Jay 234 Jay A. Schaefer 531 Jay Bower 599 Jay Byrne 144 Jay Small 669 JD Biros 277 Jeanae 107 Jeannette Kocsis 500 Jeannie Schuett 385 Jeff Briggs 44 Jeff Buck 458 Jeff Giesea 54 Jeff Hesemann 161 Jeff Hirsch 218 Jeff Kostermans 195 Jeff Kostermans 676 Jeff Moriarty 320 Jeff Ramminger 421 Jeff Smith 12 Jeff Stripp 306 Jeffrey K. Rohrs 545 Jennifer Bonk 128 Jennifer Gosse 341 Jennifer Kronstain 469 Jennifer Lee 116 Jeremy Bramwell 168 Jerry Muller 625 Jerry Rosenstrach 601 Jesse DeLorenzo 319 Jessica Albon 623 Jhaura S. Wachsman 352 Jillian Johnson 310 Jim Boswell 649 Jim Gribble 549 Jim Montague 596 Jim Van Kerkhove 132 Jishnu Banerjee 90 Jo Barker 163 Jo Drysdall 309 Joan Stewart 300 Jodie Gastel 395 Sponsored by WebTrends Table of Contents – Page vi @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Jody Lister 303 Joe Chapuis 680 Joe Colopy 325 Joe Garecht 71 Joe Longtin 440 Joe Nicassio 311 Joe Peterson 175 Joel Falconer-Try 177 Joel Koh 26 John 624 John Bolakis 508 John Bresee 76 John Cass 126 John Crowder 193 John David Kuntz 288 John Dodds 204 John G. Agno 609 John Halliburton 483 John M. Coe 422 John Nesbit 492 John Pillsbury 30 John R. Hines 452 John Taylor 49 John Waddy 643 Johnathan Crawford 374 Jon Campbell 449 Jonathan Price 484 Jonathan Young 206 Jorge Azurin 465 Jörgen Vallo-Jonsson 450 Jose Carlos Ferreyra 139 Joseph C. Loll 33 Joseph Cusano 5 Josh Gordon 143 JP Crenn 77 Judith Condon 618 Judith Remondi 590 Judy Luther 393 Julia Biolchini 324 Julie Kessler 331 Julie Meyer 603 Justin Hannemann 73 K W Mahon 187 K W Mahon 362 Karen Iannone 321 Karen Lordan 346 Karen Myers 431 Karen Strickholm 13 Karin Gamble 629 Karyn Zoldan 190 Kasey Fenner 363 Katheen Bagley 398 Katherine Hutchison 543 Kathryn Hill 528 Katie Delahaye Paine 292 Keith Agombar 540 Keith Allan 125 Keith Caven 192 Keith Kopinski 40 Kelly Cook 632 Kelly Makimaa 205 Kelly Michael Stewart 366 Ken Downey 120 Ken Farrish 389 Ken Ghata 8 Ken Hall 466 Ken Lubeck 600 Ken Munro 512 Kendall F Smith 164 Kent Lewis 350 Kerry Lorette 648 Kevin Argus 645 Kevin Kent 142 Kevin Lee 520 Kevin Marsh 489 Kevin Neilson 279 Kevin Rudden 85 Kim Knipe 351 Kim Williamson 477 Kimball Norup 564 Kimberly L. McCall 35 Kirsty Wertz 272 Kow 160 Kristi Shadid 155 Kristin Zhivago 118 Kyoo Kim 135 Lane Croyle Ware 230 Larry Bailin 532 Larry Chase 323 Larry Genkin 485 Larry Steven Londre 131 Laura Box 16 Laurie Kumerow 423 Lazar Dzamic 373 Leah Schomburg 298 Les Hubbard 438 Sponsored by WebTrends Table of Contents – Page vii @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Les Sinclair 67 Leslie Surley 442 Linda Hamilton 579 Linda Starr 400 Linda Wilson 238 LIndsay Bannerman 606 Lindsey Annison 610 Lisa Bundschu 99 Lisa King 555 Lisset Johnson 115 Liz Micik 644 Liz Wilson 571 Loic Robertson 381 Lomit Patel 124 Louie Parrott Parker 268 Louisa Williams 392 Lynda Keeler 567 Lynn Wheatcraft 513 M Drahuschak 330 Magdeline Goh 563 Malli Gero 413 Mangla Sachdev 399 Marci De Vries 377 Maren Brisson 141 Margarida Anderson 405 Marge Purnell 595 Margie Vano 573 Maria Carlton 653 Mario Pagnoni 174 Mark Blass 265 Mark Galloway 454 Mark Jaffe 281 Mark Palmer 165 Marlon Sanders 348 Martha Sanchez 646 Martin Richards 335 Marty Fahncke 145 Mary F. Pisarkiewicz 280 Mary Lou Roberts 96 Mary OʹBrien 502 Marya Triandafellos 100 Mat Morrison 585 Matt Monarski 182 Matt Wier 189 Matthew Bellows 471 Matthew Diamond 114 Matthew Shehorn 514 Matthew Smith 229 Melissa Valdez-Schultz 266 Melody McKinnon 317 Mia 557 Micah U. Buchdahl Esq 671 Michael Bellavia 654 Michael Donnelly 455 Michael Douglas 333 Michael Duduit 481 Michael Dunne 56 Michael Lowenstein 582 Michael Martin 359 Michael Moore 435 Michael OʹCallaghan 367 Michael Paradis 328 Michael S. Winicki 103 Michael Stankard 666 Michael Switzer 94 Michael Woods 61 Michaela Blackman 173 Michel Marquis 628 Michelle Draghetti 616 Michelle McCann 58 Michelle Painchaud 414 Mike Lough 87 Mike McConnell 226 Mike Pulis 640 Mike Roberts 19 Mike Rodriguez 203 Mitch Joel 673 Mitch McCasland 542 Moira Shanahan 460 Mr. Siim Teller 194 Nancy Fareed 89 Nancy Goldblatt 287 Nancy Kamp 136 Nancy Tamosaitis 641 Nat Gutwirth 243 Nathan Potter 511 Nick Copley 417 Nicolas Borge 80 Nikhil Bhagwat 638 Noah Balanoff 544 Noelle Wojciehowski 297 Norito H.Yoshida 474 Paddy Lewis 642 Pam McConathy 248 Pam Selker Rak 225 Pam Van Orden 419 Sponsored by WebTrends Table of Contents – Page viii @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Pamella Neely 257 Pat Zubriski 591 Patricia A. Sahm 263 Patrick J. Tormey 227 Patrick J. Tormey 293 Patrick Martin 92 Paul Bryden 588 Paul Crick 602 Paul Gibler 656 Paul J. Bruemmer 613 Paul Khoo 525 Paul Kluding 409 Paul Kowal 538 Paul Matlenga 70 Paul Ritter 368 Paul Shapiro 45 Paul Swift 487 Pedro Almeida 262 Peter A. Schaible 473 Peter Abrahams 196 Peter Altschuler 93 Peter Clough 416 Peter Davies 78 Peter J. Canavan 556 Peter Platt 347 Phil Dunne 329 Phil L. Beukema 546 Phil McKinney 14 Phil Nadel 7 Phil Ruggieri 568 Phil Scharper 108 Philip Foti 235 Philip Smith 111 POli Marinova 188 Rachael 209 Rachel Rice 371 Radhika Murari 506 Raeann Van Arsdall 523 Rafe VanDenBerg 228 Ray Daly 375 Ray Fix 651 Rebecca Kauten 72 Reggie Brady 101 Renae Gregoire 401 Renee Kennedy 242 Rex Briggs 152 Rhoberta Shaler 210 Rich Tatum 486 Rich Westerfield 316 Richard Igoe 337 Richard Meyer 110 Richard Postins 667 Richard Stumpf 129 Rick Fernandez 260 Rick Gordon 130 Rick Mosenkis 451 Rick Wemmers 43 Rick Wolk 42 Rob Ainbinder 176 Rob Bunting 133 Robert Fleming 515 Robert J Hustwit 510 Robert McCaffrey 334 Robert Weinberg 378 Roberto Arguero 562 Roger Berg 357 Roger Darnell 664 Roger Rader 22 Ron Carroll 461 Ronald Martin 530 Ross C. Atkinson 4 Roy Weissman 178 Ruth E. Hedges 233 Sal Rodas 464 Sami Jajeh 249 Sander van Kempen 327 Sandra Geary 2 Sandy Cahill 432 Sarah Welstead 619 Sarma M.V.K 575 Sascha Stoltenow 411 Saurav Bhowmik 430 Scott Abel 558 Scott Anderson 677 Scott Becker 232 Scott Boys 216 Scott Brewitt 479 Scott Delea 214 Scott Dorsey 355 Scott Ferber 199 Scott Miller 256 Scott Ramsay 647 Scott Yant 146 Sean Corbett 140 Sérgio Pedro 50 Shantiprakash Gupta 253 Sponsored by WebTrends Table of Contents – Page ix @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Shava Nerad 295 Shel Horowitz 475 Sheri McHale 63 Sid Pickard 151 Simon Young 611 Simone Kelly 614 Snowflake Rosen 109 Sonny Jones 345 Stefan Bardega 83 Stefanie Wilson 301 Stephanie Bauer 495 Stephanie Stipkovich 675 Stephanie Worthington 433 Stephen Axel 86 Stephen Bell 505 Stephen Bray 622 Stephen McGill 36 Stephen Orr 170 Stephen Plowright 533 Stephen Roberts 668 Stephen van Schouwen 634 Steve Clark 349 Steve Hofstatter 635 Steve Lundin 394 Steve Moore 39 Steve Schroeder 247 Steven Bustin 220 Steven Keith 147 Steven McCormack 627 Steven Schreiber 217 Steven Sessions 23 Stu Cartwright 117 Sue Duris 286 Susan Allred 270 Susan Dunn 25 Susan Hodder 47 Susan Rubinsky 318 Susan Spaulding 102 Susan Wheeler 661 Susanna Karainen 113 Suzan St Maur 463 Tami Belt 679 Tammie Thompson 470 Tara Blackburn 566 Ted Bergeron 376 Thaddeus Neal 138 Thom Ruhe 559 Thomas F. Ribar 289 Thomas Myer 313 Tim Burkewood 358 Tim Hamblin 665 Tim Maguire 633 Tim OʹBrien 391 Tim Star 620 Tim White 123 Tobias Bodine 27 Todd Aaronson 224 Todd Aaronson 322 Todd Badgley 420 Tolithia Kornweibel 342 Tom 497 Tom Barnes 207 Tom Donaldson 338 Tom Hagan 282 Tom Martin 10 Toon Diependaele 197 Travis Kimball 183 Troy Holder 410 Tyson Schauster 344 Vanessa Lim 541 Vaughn Trevisanut 551 Villi 55 Vince Saputo 490 Vivek Bhargava 637 Wendy Gault 81 Will Corry 52 William Carpenter 179 William G. Jackson Jr 547 William McLaren 589 William Myers 396 Winthrop Morgan MPH CeM 148 Wolfgang M. Bauer 518 Wyatt Kash 472 Yvonne DiVita 678 Yvonne Finn 444 Yvonne Robinson 565 Sponsored by WebTrends Table of Contents – Page x @ 2003, MarketingSherpa, Inc. You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way. http://www.marketingsherpa.com Table of Companies – with quote numbers 4 The Artist/Artspace2000 591 A Better Life 17 A Common Reader 257 A.Algeo Ltd 193 AAA Travel Incentives 185 abcEDV GmbH 518 Abovo Group, Inc. 333 Abovo Group, Inc. 249 AC Bouquet Candy Bouquets & Gift Baskets 270 Action Mailing Lists 74 AdAnalysis.com 256 Adhost Internet 499 Advertising.com 199 AeroAction 51 AffiliateGuerrilla.com 337 Air Products 204 Aladdin Knowledge Systems 86 Alliance-Link 615 American Express Incentive Services 581 American Institutes for Research 148 American Ministry Resources LLC 481 AmericanGreetings.com 360 Amerimax Building Products 344 AMMA Corporation 527 AMS 435 Amulet Development Corp. 577 Anglia Ploytechnic University 226 ANIMAX 654 Anon 437 ARAG Group 409 Arc Marketing 624 AronyaNet 620 AssociatePrograms.com 6 Auckland University 173 ayzenberg group 150 Babcock and Jenkins 630 Backcountrystore.com 76 Bahcley Sinclair 250 Barat Education Foundation 406 Barnardos 73 BC Building Info 389 BCNS Technologies 20 Be Great! Marketing 305 Beantrends Inc 231 Beaumont Hospital Foundation 142 bebe stores inc. 331 Benchmark TMC 625 BenNevis Inc 328 Bethel Seminary San Diego 535 Betsy Harman Online Fundraising & Marketing 339 Beyond Excellence Inc 414 Bigfoot Interactive 364 BIGfrontier Communications Group 394 Bitpipe 417 Biz Info Wiz and My Tax Cure 1 blast! PR 398 Blitz Promotions 665 Blue Cube Marketing Solutions 679 Blue Water Consulting, Inc 560 BlueHornet Networks 175 BMCOptimise 508 Bobbi Glassel & Associates 570 Bowman Business Development 584 Boxoffice Magazine/Boxoffice Online 477 Braindance 460 Brand Inquiry Partners 542 BrandWizard Technologies 236 Bretton Woods Group 568 Brickmill Marketing Services 438 Bridge Marketing 190 Bright Side, Inc. 513 Brockton Area Multi-Services, Inc. (BAMSI) 82 BrontoMail Inc 325 BSP evolution 334 Business Daily Review 309 BusinessOL, Inc 202 BusinessSummaries 465 Butler/Till Media 347 C. Hanse Industries, Inc 9 Calders Design and Print Company 649 Canadians Internet International 317 Capital C 114 cardcommunications 387 Cause Marketing Forum, Inc 550 Caven Marketing Group 192 Center for the Asymmetric Enterprise 288 CERA 120 Checks In The Mail 189 Cherry Lane Music 129 Cheskin 213 [...]... year!) This report is no-cost for everyone who wants a copy Feel free to send copies to friends and colleagues Itʹs truly a community effort, and Iʹd like as many in the marketing community to benefit from it as possible Sincerely, Anne Holland, Publisher & Managing Editor, Newsletters MarketingSherpa, Inc anneh@marketingsherpa.com http://www.marketingsherpa.com @ 2003, MarketingSherpa, Inc You may... the marketer, the agency and the broadcaster If you don’t invest in stamping your brand in the minds of your target profile you will loose and be thrown into the trash bins of ʹthe losing brandʹ! So don’t skimp when it comes to putting money for branding and marketing ” Jishnu Banerjee, Marketing Manager Ekwest Interactive, www.restaurant.ca your values remain consistent, and your customers rely on... help 5 Read all of the Sherpa case studies - theyʹre awesome!” Sandra Geary, VP Marketing WinForMe, www.winforme.com 3 “When you join a new organization set your #1 Mom coffee mug down on your desk and immediately ask to be taken to what I call the great idea! graveyard In every company thereʹs a a place where once great ideas direct mail pieces, trade show giveaways and old marketing plans go to die An... established your position in the market and you can begin to rely on forecasts! Continuity, continuity, continuity in marketing is like location, location, location in Real Estate.” Gerald A Kasten, Marketing Dex Media, LLC, jxkaste@qwest.com 92 “Isnʹt it interesting that all the advice given on good marketing, business, and CRM performance points to the need for sound ethical and Christian values, yet our big... brand is in place year over year and @ 2003, MarketingSherpa, Inc You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way http://www.marketingsherpa.com Part VI: Integrated, Multichannel, and Offline Marketing - Page 15 Sponsored by WebTrends Part V: Integrated, Multichannel, and Offline Marketing 95 “Donʹt touch anything... fall short While mass media channels are great for generating brand awareness research has shown that more and more consumers are turning to the Internet for more product information Yet time and time again we see really poor sites with little or nor CRM and no integration of ad campaigns The Internet is the perfect channel for providing customized personal information yet marketers continually overlook... let’s @ 2003, MarketingSherpa, Inc You may distribute as many copies of this report as you like, provided it is reproduced in its entirety and not cut or excerpted in any way http://www.marketingsherpa.com Part VI: Integrated, Multichannel, and Offline Marketing - Page 18 Sponsored by WebTrends make a TV campaign )and instead turn to consumers: How do they act with the brand, where do they meet the brand,... fit well and result is poor marketing results.” Lomit Patel, Principal Lomit.com Marketing, www.lomit.com 125 “Train and organize your people first Then develop your business processes Finally engage vendors and buy tools to support them For some strange reason most large companies do this back to front or even leave out steps 1 and 2.” Keith Allan, Marketing Database Manager Walt Disney Parks and Resorts,... Stumpf, Director, Marketing & Licensing Cherry Lane Music, www.cherrylane.com 130 “Itʹs not just the ceo and stockholders, stupid Itʹs the market, customer, suppliers, and employees that marketing must knit together.ʹ” Rick Gordon, 131 “The best marketing mix canʹt compensate for departments not working together.” Larry Steven Londre, Londre Marketing Consultants / USC / CSUN, @ 2003, MarketingSherpa,... brand to listen to their needs Just like any other relationship There is give and take Too much either way - and you lose them.” Michael Switzer, Big Cheese Mousetrap Marketing and Advertisng, mousetrapads.com 91 “Looking back over 25 years, from consumer and B2B marketing perspectives the lesson I have learned is that CONTINUITY is the strongest weapon any company has in its arsenal When your brand . Marketing Inspiration for 2003: Top Marketers Reveal Their Learnings marketing sherpa.com Practical Know-How and Case Studies com Sponsored by WebTrends. http://www.marketingsherpa.com Amber Link 3 Amy Roberson 561 andre@hjsys.com 166 Andrea Learned 522 Andrew Bank 580 Andrew Eklund 211 Andrew Shillito 604 Andy Chiodo 308 Andy Grosman 581 Angelo DʹAlessio 572. the Sherpa case studies - theyʹre awesome!” Sandra Geary, VP Marketing WinForMe, www.winforme.com 3 “When you join a new organization set your #1 Mom coffee mug down on your desk and immediately