July 19, 2000
Article

Case Study: Email Newsletters Serious Execs Love; Great Marketers for Hire

SUMMARY: No summary available
*** MarketingSherpa.com’s B-to-B MarketingBiz.com ***
Practical News & Tips for B-to-B Marketing on the Internet
July, 19, 2000 - Vol. I, Issue 9

1) News: The Economist, IndustrialVORTEX, Ads in Golf
Holes, Latin America, Kizna.com
2) More MarketingSherpa.com Headlines
3) Case Study: Just-Auto.com’s Unique Newsletter
4) Jobs: Top-100 Agency Director Seeks Challenge
5) Events: MarylandB2B.com

* Yes, forward this email to your friends!!!
Plus, get your own FREE subscription today at:
http://www.B2BMarketingBiz.com Thanks!

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NEWS
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* The Economist's eBusinessForum.com Features
MarketingSherpa.com's CEO Controversial Advice on
B2B Online Ad Budgets

We're dancing our Happy Dance here at B-to-B MarketingBiz.com
because Anne Holland, the CEO of our publisher
MarketingSherpa.com is featured as a "Thought Leader" in
The Economist's eBusinessForum.com site. Feel free to post
your feedback at this Economist site on her article entitled,
"Marketing for B-to-B Websites is Still Best Done Offline." Go to:
http://www.ebusinessforum.com/index.asp?layout=rich_story&channelid=2&categoryid=34&title=Marketing+for+B2B+websites+is+still+best+done+offline&doc_id=1172

* IndustrialVORTEX.com Shuts Down, Four Great B-to-B
Marketers Lose Jobs

Just two weeks after sending B-to-B MarketingBiz.com the news
that its RFQ volume had reached $20 million,
IndustrialVORTEX.com an online B-to-B marketplace for
industrial automation products shut its doors when it
failed to close on a second round of VC financing. Four
experienced marketers in the Laguna Hills CA area were
among the staff let go. Founder Chuck Steinberger has
graciously offered to forward any job leads to them. You
can contact him at: chucksteinberger@home.com (cell) 949-
632-8884

… and thank your lucky stars if you’re not relying on VC
funding these days!

* Latin American B-to-B Online Marketing Taking Off

Latin America -- especially Brazil -- seems to be the next
hot spot of expansion for many online B-to-B sites, as well
as for companies in the ecommerce software industry. Here
are just a few examples from the many crossing our desk:
B2BExplorer.com has formed a joint venture with
PanoramaBrasil; StrategyWeek.com is now publishing in both
Spanish and Portuguese; and, Miami-based media company
Punto-com.com is launching a magazine for Latin American
ecommerce executives.
http://www.b2bexplorer.com
http://www.strategyweek.com
http://www.punto-com.com

* Campaign Review: Kizna.com’s Site Graphics Overcome
Language Barriers

Online collaboration software provider, Kizna.com has two
versions of their site -- one for Japanese-speaking
businesspeople and one for English-speaking executives.
Their problem was simple: how to create a logo and
graphical image that clearly communicated their product
across all languages and cultures? Their designer’s
solution is both fun and utterly effective. A little
cartooned person sits at a PC on the sites’ top two
corners. An image flashes on one of their screens, then
moves to the others. As it moves the person turns their
head and smiles at you. See! They are happily and easily
doing remote collaboration. Here at B-to-B MarketingBiz we
give this graphical solution a big thumbs up and urge you
to check it out for yourself sometime soon.
http://www.kisna.com

* Media Buy of the Week: Advertise in Golfcourse Holes

Twelve years ago Louis Boudreau, Director/Marketing
Services at McMurry Advertising, had a brainwave -- why
not put ads in the holes at golfcourses? “Only four holes
per course, you don’t want an ad in every hole because
then you’re talking a lot of clutter,” He explains. The
idea was ahead of its time, but now Louis feels it’s at
last come of age in these days of guerrilla marketing
madness. You can’t buy these ads quite yet - Boudreau is
in the midst of building a network of “1,000 courses in
prime areas” which will take four-five months to complete.
We suggest you contact him soon to put your “hold” order
though because we think this will be a winner at only $20
CPM. Boudreau suggests you buy a series of holes in one
course and do a “Burma Shave-style series of ads in them.”
To get a fun sample photo of an ad might look like
in a golf hole, email Boudreau at loub@mcmurry.com or call
his direct line at 602.604.3863

P.S. Kids don’t try this on your own -- Boudreau holds the
patent on it!

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MORE MARKETINGSHERPA.COM HEADLINES
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Here are more exclusive news headlines you might be
interested in from other MarketingSherpa.com channels:

* Exclusive: Powerize CEO Speaks Out on Hoovers’
Acquisition
http://www.contentbiz.com/sample.cfm?contentID=532

*Fedex Joins the Marketplace Battle to Offer Web Sites to
Small Business Customers
http://www.marketingtosmallbiz.com/sample.cfm?contentID=470

* The Latest on Working with B-to-B Headline News Powerhouse
Distributor Moreover.com
http://www.contentbiz.com/sample.cfm?contentID=217

* EngineHouse Media’s Rich Media Postcards Generate New
Clients (and Staff Wanna-Bes!)
http://www.marketingtowebmarketers.com/sample.cfm?contentID=502

Note: if you'd like to run MarketingSherpa.com headlines
on your site or Intranet for free, go to iSyndicate.com
http://www.isyndicate.com/directory/partners/all/marketingsherpa.html

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CASE STUDY: Just-Auto.com
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* Just-Auto.com Finds Email Newsletters With a Jokey,
Casual Work Better With Serious Business Executives

CHALLENGE
Just-Auto.com, one of several sites from B-to-B
vertical site publisher Just-Sites.com, needed a way to
effectively raise traffic and build customer
relationships. Their target audience: high-level
automotive industry executives worldwide.

CAMPAIGN
Marketer Joe Walker had heard that adopting a
casual tone of voice for an email newsletter could raise
response rates, even in stuffy industries. So he put his
head together with in-house Editor Dave Leggett and
revamped the site’s weekly email newsletter completely.

“We decided ok, let’s try it to create some sort of
personal contact after what can be the faceless entity of
a Web site. The newsletter used to be just a round-up of
the week’s news headlines with links back to our site. In
the new version we made a conscious effort to be as
informal as possible with this email (which did raise
eyebrows internally) but, boy does the industry like this
style?!!!

“Dave literally introduces each issue with a little jokey
personal story that then segues into some way back into
the serious stories posted at the site that way. No one
has come back saying, ‘hey this is a serious industry.’
I suspect that people prefer it.”

RESPONSE: In a little over two months, the newsletter’s
circulation has jumped from 1,000 to 4,000 opt-in
executive readers. Walker says, “And these guys are
coming from all the right companies - the Fords, GMs and
Delphi’s of the world.”

http://www.just-auto.com
http://www.just-sites.com

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JOBS
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* Director of Interactive Services Seeks Challenge
I’m currently employed by a top-100 agency, have five
years of international Web site development, online
advertising and management experience, wish to return to
fast track in Los Angeles, New York City or London.
Contact Mark at lbboiko@aol.com

Note: Use our handy online form to submit job posting --
free for seekers and only $50 for employers! Go to:
https://www.matrixgroup.net/secure/marketingsherpa/about/

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EVENTS
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* MarylandB2B.com’s InfoTech Investment Symposium
July 28th, University of Baltimore, speakers include Gary
Arlen, Dave MacSwain (SpaceWorks) and Steve Schaefer
(RewardsPlus.) MarylandB2B.com is a VerticalNet
community.
http://www.marylandb2b.com/storefronts/infotechmd.html

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B2BMARKETINGBIZ.COM INFO
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Sponsorship & Advertising Contact:
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Publisher:
Anne Holland
anneh@MarketingSherpa.com
202.232.6830

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© Copyright 2000, MarketingSherpa, Inc.

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