March 19, 2001
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MarketingtoWebMarketers From MarketingSherpa.com
======================= March 19, 2001 - Vol. II, Issue 9
Subscribe free at http://www.MarketingtoWebMarketers.com
1) NEWS: DMB Conference Reviewed; 4 New Places to Plant
Promotional Articles;
2) CASE STUDY: Santy Advertising-Communications Uses a Flying Cow
to Generate 100+ New Business Inquiries
3) More Exclusive Headlines
========================
PRACTICAL NEWS
========================
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* Show Review: Direct Marketing to Business Conference "Not Too
Bad"
Should the DMA hold conferences in cities that are less fun than
San Francisco? Some vendors at last week's DMB show wondered
whether the lighter-than-usual floor traffic was due to the fact
that attendees might be out shopping and generally treating their
trip to SF as a company-paid vacation. However, attendance still
beat last month's DMA net.marketing event in Seattle hands down.
Conference advisory board member Bernice Grossman, President DMRS
Group Inc., told us she spoke to several vendors manning booths
and they all said, "We got some leads, we got some traffic. It
wasn't as big as we would have liked it, but no it wasn't a total
waste of our time." Which is pretty much par for the course for
marketing trade shows this year. Less folks show up, but those
who do are utterly qualified buyers.
Again par for the course, the event's party was a prime
networking ground. We wonder if it's because there are far fewer
parties these days, so people get more enthused about them. The
DMA primed the pump by offering gifts to the first attendees to
sprint through the entryway. Grossman says, "I didn't see four
people from the same company sitting together (that tells me a
party's not working.) There was lots of mixing around, a lot of
talking, a lot of business cards going back and forth."
The buzz throughout the show was 'i-marketing.' No, not
'Internet marketing,' but 'integrated marketing.' As in how do I
integrate all of my online and offline marketing channels
together? Grossman says, "These are multichannel marketers and
you can bet they're using the Internet purely as another
channel." In other words, vendors and agencies shouldn't pitch
B2B marketers on purely Internet campaigns.
The next DMB show is in (less glamorous) Phili this September.
There's no site up yet, but you can get some info at:
http://www.the-dma.org/ratecards/exhibitionrate.shtml
Grossman's site: http://www.dmrsgroup.com
* Four New Places for Marketing Vendors to Plant Articles
Got someone on staff who can write helpful articles for marketers
(and oh by the way plug your company in his/her bio)? Now there
are three more places besides iMarketingNews and ClickZ to plant
them:
1) LOT21's Digital Outlook: This new monthly newsletter from SF-
based agency LOT21 is seeking "contributions and perspectives
from industry visionaries" on emerging marketing technologies.
More info go to: http://www.lot21.com/resources_index.html
2) NewMedia: We still get nostalgic about the days when this was
the leading print magazine on "digital convergence" back in the
mid-90s. Now it's one of the many Web-only pubs over at
internet.com. New Managing Editor Bob Woods (formerly of
WashTech.com) says the weekly's opt-in list of 90,000 is made up
of "Internet marketers, designers and technologists." He's
specifically looking for emarketing articles on what's new (vs.
101.) Contact him at bwoods@internet.com
3) i-MarqAdvantage.com: This info site for marketers is produced
by Oregon agency Babcock & Jenkins. We'll admit a big prejudice
against it because they have yet to return our repeated (and
repeated and repeated) requests for more info. Also, we don't
like being forced to register just to surf around. Plus URLs
with dashes are NOT smart marketing. But don't let that stop you
from planting an article there -- they've spent a bunch of cash
on direct mail campaigns to drive traffic, so you may as well
take advantage of it for your own promotional efforts!
http://www.i-marqadvantage.com
4) B-to-B interactive.org: Another agency-funded info site for
marketers, in this case B-to-B marketers. This one's from PA-based
Schubert Communications (who we do like because not one, but two
staff contacted us within 24 hours of our posting at the site's
bulletin board.) Plus, ok we really like the URL. Check it out
at http://www.b2binteractive.org
========================
CASE STUDY: Santy Advertising-Communications Uses a Flying Cow to
Generate 100+ New Business Inquiries
========================
Sponsor: WebAdvantage
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CHALLENGE
In the grand tradition of the cobbler's children
getting no shoes, lots of agencies and design shops have sites
that are not as great looking or quickly updated as the sites
they create for their clients. Branding agency Santy
Advertising-Communications' site fit that mold.
President Dan Santy says, "There was this mad rush to get a site
there. We did a pretty straight forward site that didn't have a
lot of action; and, it certainly wasn't representative of what we
were telling our clients to do."
CAMPAIGN
All of the agency's print collateral, such as business
cards, already featured images related to the concept of branding
-- such as an orange (Sunkist), a pair of men's briefs (Hanes) or
a cow (literal branding.) So, when the team gathered to
brainstorm the new site, they knew they wanted to use one of
those images.
Santy's art directors, like art directors almost everywhere,
wanted to add a Flash intro. At first Dan Santy was hesitant.
He explains, "You see so many agency flash intros that are really
self serving." You know the kind: a bunch of words related to
marketing fly around on the screen and then the agency's name
comes up and just sits there while pulsing music plays in the
background. Santy's art directors had a better idea ... why not
create a Flash intro that would truly engage visitors while
saying something about Santy's brand?
And so the flying cow was invented.
Site visitors now see a Flash intro featuring the Santy cow
flying through the air, gently waving its legs, and yes, mooing.
Once visitors enter the site, they are presented with fairly
straightforward navigation so they can get on with their
objective. Dan Santy says, "We don't get ridiculous and put
Flash everywhere."
Santy also maximized its "Contact Us" form by using a contact
management system from Touchscape. Visitors requesting any type
of information are automatically funneled into Santy's contact
database where their information is collected, acted-on and
carefully tracked from then on.
After the revised site was launched June 2000, Dan Santy also
vowed to never let it get stale again. Every new client campaign
is showcased on the site in a timely fashion. In fact, site
updates now take priority over all other Santy marketing
collateral.
RESULTS
Since re-launching in June 2000, the Santy site has
generated 106 new business leads from potential clients asking
for more information. In addition, about 400 people have
contacted Santy just to comment on how much they like the flying
cow.
Plus as a great side benefit, the agency has received numerous
inquiries from qualified job applicants who were initially
impressed by type of corporate personality the cow revealed. Dan
Santy says, "They say, 'I love your site, I love your work, who
do I send my portfolio to?'"
Santy also reports that the Touchscape database has been a
success, "We all get notified when a contact has been responded
to and then they go on the list as a closed inquiry. It then
allows us to track all inquiries and builds a database of all
interested parties. I don't know how to program to save my life,
but with this system I can easily create a really nice HTML
message to send out to people whenever we launch a new version of
the site, or we have job openings."
Dan Santy also reports that he's saving money with frequent site
updates because the agency doesn't have to prepare and print as
much collateral material. He says, "It's by far the most active
self-promotional tool we have. I can call somebody and leave a
message and not say, 'Gee can I mail you something?' I can just
tell them to hit the site instead."
He also notes keeping the site updated has helped client-
relations. "Clients love that we showcase their work. They also
keep watch on our other clients this way. I've had clients write
me to say they're glad to see how successful we are. Everybody
wants to be around success."
http://www.santy.com
http://www.touchscape.com
========================
More Exclusive Headlines
========================
* How Customer-Focused is Your Company? Test Your Site with the
"We We Monitor"
Seems like every company in the world claims to be customer-
focused. But are they really? Many marketers don't realize just
how revealing the language they use to describe their company is.
Now there's a free, new, online tool to evaluate that language:
Future Now's Customer Focus Calculator (aka "The We We
Monitor."):
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1526
* Myth Exploded: Yes You Can Merge/Purge Rented Email Lists
Guess what? Anybody who tells you that you can't merge/purge
rented email lists is wrong. In fact it's one of the biggest
myths in B-to-B online marketing today. Merge/purge, the art of
checking lists against each other to eliminate duplicate names,
is critical in email marketing because so many businesspeople are
on more than one mailing list. Here's how you can merge/purge:
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1523
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