CASE STUDIES

#1. How to Create the Best Leads for Your Eretail Partners
- Newsletter & Targeting Tips

SUMMARY: Effective merchandising can be a problem for even the smartest eretailers. The puzzle gets more complicated if you don't sell directly to customers but rely on eretail partners.

See how a leading outdoor sportswear manufacturer generates more qualified leads for their partners through a redesigned site and emails that target their customers' lifestyles. The customized newsletters are getting 19.7% higher clickthroughs, and the average dollar value of each prospective sale is up 44.4%.
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(Open access until October 24th)

RESEARCH

#2. New Data: 6 Actions to Lift Open & Clickthrough Rates

SUMMARY: Do you know what day of the week is best to send your email? Is Saturday a no-no day? What about subject lines -- how many characters can you use and still get the highest open rate?

We have exclusive new data on industry averages for click rates and best practices:
- How personalization affects open and click rates
- How to include product information and pricing in tags
- Bounce rates by industry
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(Open access until October 23rd)

#3. Sign up for Wednesday's Search Marketing Teleseminar

You are invited to join Sherpa Research Director Stefan Tornquist on Wednesday at 2 p.m. Eastern (11 a.m. Pacific), for our annual Readers-Only teleconference: 'New Research: Search Marketing - Stats for 2008'

To receive the conference call number and the PowerPoint slides featuring 10 new charts, please sign up today.

HOW-TO & INTERVIEWS

#4. MarketingSherpa's Boston Summit Wrap-Up Report:
B-to-B Marketers Reveal Strategies on How to Lift Lead Generation + New Data, Viral & Web 2.0

SUMMARY: This week, 233 B-to-B marketers gathered behind closed doors for MarketingSherpa's 4th annual East Coast Demand Generation Summit. Useful topics included:

- Easy-to-replicate campaigns on a beer budget
- New data on using Web 2.0
- Adding video to B-to-B and viral tactics

Here are our notes for those of you who couldn't attend.
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(Open access)

#5. Time Inc.'s Mobile Marketing Approach:
4 Strategies & Mobile 101 Tips

SUMMARY: Mobile marketing is on the verge of exploding as a specialty channel, but technology limitations and the marketplace aren't quite in place yet. So do you want to be ahead of the curve or behind the times playing catch-up?

Here's an inside look at how publishing giant Time Inc. plans to be among the leaders as mobile marketing evolves. Includes brand strategies for Sports Illustrated, People and InStyle; vendor selection help; 10 Mobile 101 tips and four real-life examples.
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(Open access until October 23rd)

#6. PR Interview: How to Pitch Canada's Strategy Magazine

SUMMARY: Want to spread your marketing news north of the border? Our interview with a writer for Canada's Strategy magazine can help. Find out pitching tips, no-nos and advice on getting mentioned in this popular monthly publication and their daily newsletter.
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(Open access until October 26th)

#7. Fame: Webby Awards

Called "the Oscars of the Internet" by The New York Times, what other industry competition do you know of that can attract the likes of eBay President/CEO Meg Whitman, Al Gore and the Beastie Boys? These global awards have more than 100 categories, including best Web site, advertising, video and mobile Web. Members of The International Academy of Digital Arts and Sciences will choose five nominees and one victor in each category. If they don't take a liking to your entry, not all is lost. The judges will appoint Official Honorees, while the online community will select the Webby People's/Agency/Critic's Voice Award recipients. Deadline: Nov. 2
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INTERACT

#8. SherpaBlog: Attention, Marketers - Hire Your Own IT Staffer for 2008

A single theme emerged from last week's MarketingSherpa B-to-B Summit in Boston -- marketing rather desperately needs their own dedicated IT personnel.

Few people actually said it out loud. But, having heard the biggest marketing challenge of 29 speakers and 233 delegates, I can tell you it nearly all boiled down to adequate IT support.
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#9. Help Wanteds: 40 New Jobs & 3 Seekers Available

The past week's new posts including Expedia, Progressive & NBA. Plus, learn how to post your own opening.
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(Complimentary service).

#10. New Book Offer: 'Karma Queens, Geek Gods & Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace'

What really makes us tick as consumers? Here's your chance to read an entertaining, yet serious, book that answers this question by dividing us into nine consumer types -- C-Types -- each with its own set of characteristics, interests and buying habits.

Author and Consumer Eyes marketing firm Founder Ron Rentel then suggests strategies to connect with these consumers who are increasingly influencing our buying habits. Rentel's guide identifies the people who are setting the trends for society.

Among them: Denim Dads (men who choose family over work); Karma Queens (women who appreciate material pleasures but are in harmony with the universe); Parentocrats (acting out of love, they assure security and happiness for their children yet often deny them the classical joys of childhood); Innerpreneurs (managers of their own brand who find inspiration within themselves).

Rentel admits that his list is not comprehensive -- they're simply the most interesting and influential trend-setters who have evolved out of thousands of hours of Consumer Eyes research. He advises marketers to identify their own C-Type and market to them.

The 313-page hardcover also offers several checklists for marketing to each C-type, research data and resource suggestions to help you dig deeper.

Rentel donated five copies for Sherpa to give away.
Toss your name into the hat here to try for one
(Ends 10/29/07)

+ Last week's book offer: These five lucky marketers will get their own copies of 'Truth: The New Rules for Marketing in a Skeptical World'by Lynn Upshaw:

- Ravina Claussen, Compass Knowledge Group, Orlando, FL
- Anna Mazzini, Buongiorno, Milano, ITALY
- Jeff Peden, PIC North America, Hendersonville, TN
- Marguerite Yeo, SecondSpace, Bellevue, WA
- Steve Ziemba, Market Data Retrieval, Chicago, IL

P.S. Did a friend send you this? Go Here for your own copy - it's award-winning, useful, and complimentary.

P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!