April 16, 2001
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MarketingtoWebMarketers From MarketingSherpa.com
======================= April 16, 2001 - Vol. II, Issue 14
Subscribe free at http://www.MarketingtoWebMarketers.com
NEWS:
- Top Three Reasons Why Clients Aren't Doing Web Marketing
- Should Ad Agencies and PR Firms Eliminate their Internet
Marketing Divisions?
- The Best Places to Plant Articles May Not Be Marketing Media
CASE STUDY:
- San Diego Agency Gets 65% of Busy Execs to RSVP for a Party
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=============
NEWS
=============
* Top Three Reasons Why Clients Aren't Doing Web Marketing
"I don't think a lot of clients see the Web as a medium yet,"
says Dan Santy, President Santy Advertising-Communications a
full-service agency in Phoenix. Santy thinks this problem has
three causes:
1. Complexity: Emarketing may seem easy and obvious to
experienced pros, but it's still an intimidating jungle to
newbies. Banners, rich media, email, search engine optimization,
landing pages ... you need a glossary of terms just to start.
2. The IT wars: In many companies, the IT department still
controls the Web site. Many marketers just don't want to deal
with the internal politics that taking over control from IT might
entail.
3. Actual sales: Many marketers think the Web is mainly a direct
sales medium, versus a multifaceted communications tool that can
lead to sales in other channels. Santy says, "One of the things
I hear a lot is, 'I ran a print ad and I got 100 results, but we
haven't sold any widgets on the Web yet.'"
Solutions? Santy says, "Just keep on preaching to your clients.
It's here. It's staying. Let's take advantage of it. We keep
telling our clients: potential customers use the Web to check you
out -- your products, your customer service -- before they ever
enter a store, pick up a catalog or pick up the phone. You gotta
be there."
http://www.santy.com
* Should Ad Agencies and PR Firms Eliminate Their Internet
Marketing Divisions?
A few years ago all we heard about were agencies starting e
groups. Now, the client-side integrated online/offline
marketing trend is extending to agencies. Case in point, on May
1st, Ruder Finn will launch a new group, RF Binder, to specialize
across all media (online and off) for clients who are "going
through business model change."
Rowland Hobbs who's moving from his current position as Ruder
Finn's Senior VP of Internet to serve as RF Binder's Senior
Managing Director, expressed his relief at this change, "For two
years I've been arguing that having an Internet group is
insanity. We don't have a TV or radio division. Accounts
shouldn't be plugged into a division by media." He adds, "It's
about getting the right media mix together."
Hobbs also commented on the increasing blur between the
traditionally separate roles of PR firms and ad agencies, "Now PR
firms do emarketing, PR, advertising and investor relations. We
begin with the communications position and figure out what
tactics come after that." Yes, this does mean he's interested in
hearing from potential biz partners for a variety of tasks,
including, "specific Web solutions, custom-made affiliate
solutions and smaller shops who can do innovative online
advertising for less." Interested? Contact him via email at
hobbsr@ruderfinn.com. (No phone calls please.)
http://www.rfbinder.com
* The Best Places to Plant Articles May Not Be Marketing Media
In these days of budget cutbacks, many companies and consultants
are trying to sell services by planting articles in the marketing
press. Marketing media such as ClickZ, iMarketingNews and
MarketingSherpa are receiving an increasing number of inquiries
from would-be columnists and writers.
Internet marketing consultant Phillipa Gamse of CyberSpeaker
suggests you take a different tactic. She says, "Many people
don't read marketing stuff, but they do read their trade
journal." In fact, our non-scientific poll of dozens of
marketing professionals has revealed that most identify
themselves as being from a certain industry (i.e., "I'm in the
footwear industry.") first and foremost, rather than identifying
themselves as a marketer.
Gamse herself has "absolutely" gotten new clients by planting
articles for travel agency marketers in a travel agency business
media, as well as Internet marketing advice for association
marketers on an email discussion group for association
executives. She warns against your article being too salesly,
for example, "Associations hate being pitched to. They don't
trust you if you try to sell them on something."
Your two best resources to locate trade journals are:
1. AssociationCentral.com: This site lists all the US trade
associations and their publications.
2. PubFinder: Thousands of print periodicals worldwide are
listed in an easily searchable database at this Web site.
http://www.cyberspeaker.com
http://www.associationcentral.com
http://www.pubfinder.com
(BTW: Sorry, MarketingSherpa does not accept outside
contributions. We do, however, accept ideas for Case Studies
that might include a link back to your site. If you have a happy
client who's willing to reveal success metrics, contact the
appropriate MarketingSherpa editor. A complete list of our
editor's emails is at:
http://www.marketingsherpa.com/about/index.cfm)
========================
CASE STUDY: Agency Gets 65% of Busy Execs to RSVP for a Party
========================
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CHALLENGE
In order to celebrate its 20th anniversary, marketing
and PR firm Mentus Inc. wanted to throw an on-site party. Their
goal, to get loads of top executives and media in the San Diego
area to attend. Only problem, these types of busy people are
hard to catch the attention of, much less convince to drive
across town for an event.
CAMPAIGN
Creative Director Rex Anthony decided a direct mail
campaign was his best bet. He wanted the mailed invitation to be
compelling, without being too in-your-face. He says, "We wanted
to convey a message in an understated manner. However an
invitation has to be read."
The answer, he felt, lay in production values -- specifically in
choosing just the right paper stock. Anthony says, "In addition
to eye appeal, I wanted a paper that could be felt. The sense of
touch cannot be underestimated." His local paper distributor,
Angela Benson of Nationwide Papers, helped him gather a wide
variety of samples. The final winner, 80# Keaykolour Metallic
paper from Curious, is fairly lightweight yet luxurious-feeling
stock in a shimmering charcoal color.
In order to catch attention while remaining businesslike,
Anthony chose to mail the invitation in a #9 white, closed-face
business envelope. (#9s are slightly smaller than #10 envelopes
that most business mail arrives in.) The invitations were
addressed with printed pressure sensitive labels. First class
postage was applied with the regular office postage machine.
RESULTS
More than 65% of recipients RSVPed to attend the party.
Guy Iannuzzi, Mentus Founder and Partner says, "Getting that many
busy people to call and say whether they were going to attend or
not is simply amazing."
In fact, we know weddings where that many guests don't RSVP
without extra prodding.
NOTE: For another Case Study about a company marketing to
marketers who felt that print production values made a difference
in their success, click on the link below:
* How YesMail Tripled Sales in a Single Year
http://www.marketingtowebmarketers.com/sample.cfm?contentID=667
http://www.mentusonline.com
http://www.nationwidepapers.com
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