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The E-Marketing Digest
 Volume #2,Issue #124
 January 21, 1998

 Gary K. Foote, Moderator

 The E-Marketing Digest is published by Webbers Communications
 N. Conway, NH 03860 (603)447-1024


 Now read by over 1,200 subscribers in more than 40 countries.
 Subscription information may be found at the end of this issue

 To Post to this Digest:  

 Table of Contents

 + Guest Moderator's Comments

 + New Topics
  - "The Importance of Marketing Partnerships"  
 - GM comments "Know what you are getting into"

 + Ongoing

 + The Corkboard
  - "Internship E-Marketing?"  

 + Question of the Week

 "Have ever tried seminars or trade shows to promote your
  -"Nancy Roebke" 
  - Mel Eperthener 
  - GM Comments
  - "Cynthia (Sunni) Freyer" 
  -  GM Comments "Trade show tips" 


 Guest Moderator's Comments

Hi All:

Whenever I guest host a list, and post questions I am always
surprised at the responses.  I never know whether the questions
are of interest to list members, or some folks are being kind
because they may be in this chair next ;-}.  Anyway, thanks for
the responses to the question of the week.  I posted some of the
answers today -- and you will find some excellent tips for promotion.

Also, we posted my talk in Dallas to our site, for those who
asked about it   It is in the Seminars
section.  The article will be published in Gifts and Tableware
magazine.   And, I heard last night that one list member
mentioned at the talk is still getting inquiries from Texas!  So,
seminars do work.

Hope your week is productive so far.

George Matyjewicz

PS  Our site was recently changed and switched to a new ISP, so
if you have problems, let me know.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd. Tel: (201) 939-8533 Ext 821             
Fax: (201) 460-3740 Automated Press Releases: Specializing in Professional Firm
"Rainmaking" programs.

 New Topics

From: "ShopSafe" 
Subject: Importance of Marketing Partnerships Article for E Marketing Digest

The Importance of Marketing Partnerships

As we quickly move further into the uncharted waters of electronic commerce,
the need for cooperative efforts to achieve success will never become so
apparent. These cooperative efforts will be most critical to the smaller
organizations attempting to become an internet presence. This all leads to
the importance of establishing marketing partnerships.

In establishing one of the internet's fastest growing cybermalls, we relied
heavily on our ability to establish two major types of marketing
partnerships. We feel that we have been successful thus far with both. The
first involves negotiating extensively with many of the internet's major
retailers, including eToys, Virtual Vineyards, Fashionmall, Shades and
dozens more, to allow us to feature them in the ShopSafeMall. The majority
of our partnerships are based on profit-sharing opportunities with our
merchants; basically,  a type of  "Pay for Performance" agreement that
creates the incentive for us to aggressively promote the ShopSafeMall and
thus drive customers to our merchants.

The second type of marketing partnership that is critical is establishing
"promotional/advertising" links. Placement in search engines is an important
marketing component, but placing your logo in as many places seems to be
equally as important. In general, we have looked for partners that can
provide content (such as Chat, Forums, Shopping News, Recipes, Reviews,
etc.) for our site in exchange for advertising their website. We then place
our logos and banners throughout their website and create a "two-way street
of opportunity".  

The basic fact is that the success of web businesses depends on the ability
to leverage our own resources as well as the resources of others. To be
ultimately successful on the internet or in any other type of business means
having clear vision, clear goals, and to work with your teammates.

Richard Hauf
The finest quality products, exceptional customer service,
as well as secure transaction handling, only @ShopSafe !

+++++ [Guest Moderator's Comments] +++++

"Know what you are getting into"

I just posted something on the Family Business list about
business partnerships, and I think it would be apropos here...

I would like to add some comments to this, as one who has
established many strategic alliances in my career -- from small
businesses to major Fortune 10 companies.

What I always find to be the biggest issue with strategic
alliances is a clear-cut understanding of who is doing what.  Too
often a company will enter an alliance expecting increased
business from the partner, who, is expecting the same thing from
you.  So both companies do nothing, waiting for the other gut to
act.  And it fails.  

When somebody tells me they entered a strategic alliance, my
first question is "Are you making any money?"  The usual answer
is "Well it's too early to tell."  That usually says they have no
clue.  When entering a strategic alliance, or any contract for
that matter, I recommend that you re-write the agreement in clear
words that you understand and present it to the partner, telling
them that you want to be sure we all understand each other.  If
you are expecting business from them, say so.  If you are
expecting to reduce costs because of the plan, say so.  Without
that statement, you may have unrealistic expectations.

Let me give you an example.  I worked for a larger hardware
manufacturer who decided to become a VAR instead.  The hired me
as National Marketing Manager to get this new program kicked off.
 They had started a negotiation with one of the Fortune 10
companies, and when I looked at the agreement, I asked management
what they expected.   It was not what I read.  So we wrote an
expectations document, and sure enough, it differed from our
partner's expectations.  At least we were able to catch it ahead
of time, before we all ramped up for this new venture.

On the Net, one of the major ISP's offers a partner's program.  I
will guarantee that those who sign up for the program are looking
for business from the ISP.  They, in turn are looking for
business from their partners to avoid adding a sales staff.  

I can identify many similar cases. The point is to clarify your
expectations.  If done right, strategic alliances and business
partnerships will work wonders.



 The Corkboard

From: "Emmanuel F. Walter" 
Subject: Internship in E-Marketing?

I am a first year MBA student at Manchester Business School. I would like to
do a 12 week internship next summer between June and August in the area of
IT/internet in order to gain experience within the marketing field.

I am looking for doing an exchange program in the USA (New York
University: Electronic Commerce elective) in 9 months, and to work in your
country when I will graduate!

As indicated in my resume, I hold a degree in industrial computing and can
offer relevant expertise in the area of Internet Marketing. In addition to
this, I have my own online bookshop ( associate) at

If you would like to find more information concerning the summer internship
scheme at MBS, details can be found on
I also have my own web site at

You will find attached my CV at
If necessary, it would be possible to organise a videoconferencing


Emmanuel F. Walter
MBA student, Manchester Business School, England
Email :
Web site :

 Question of the Week

>"Have you ever tried seminars or trade shows to promote your

>Has anyone tried seminars or trade shows, either on- or off-line
>to promote your business, and how successful were they?  If you
>tried both, will on-line seminars be as effective as off-line?

Please send QOTW responses to

+++++ Replies +++++

From: "Nancy Roebke" 

> "Have you ever tried seminars or trade shows to promote your
> business?"

Yes, you bet, absolutely, wouldn't be without 'em, positively- 
do you need any more words indicating "I sure do?".. :)

> Has anyone tried seminars or trade shows, either on- or off-line
> to promote your business, and how successful were they?  If you
> tried both, will on-line seminars be as effective as off-line?

I have done both...Actually, I find online ones seems to 
generate smaller groups but they are more participatory. To me 
that means a better seminar. Maybe it's because they are doing 
it in front of their computer screen and therefore are less 
likely to feel silly asking a question.

I find that both types of seminars generate lots of immediate 
interest but require the same amount of follow-up to close the 

And since *I* prefer online folowup options, *I* prefer 
teaching online seminars....

EXCELLENT question, by the way....

Nancy Roebke
Learn to Network!
Increase income, cut costs, and put an end to cold calling.
Get our FREE series of articles that teach you the secrets
of successful networking. Today!
ProfNet, Inc  Execdirector@Profnet.Org

+++++ Same Topic 2nd Reply +++++

From: Mel Eperthener 

>"Have you ever tried seminars or trade shows to promote your
>Has anyone tried seminars or trade shows, either on- or off-line
>to promote your business, and how successful were they?  If you
>tried both, will on-line seminars be as effective as off-line?


Great to see you back as GM.  Sad to say that I missed your first stint, as
I did not know of this list then.  For anyone that does not know or
realise, I have run into George in a number of forums online, and always
find his advice interesting, and very often useful to my situation.  He is
very active online.

Anyway, this 'smarm" really does fit into the Question of the Week.  George
asked about using seminars for promotions.  In the same issue of EMD, he
mentioned his last seminar, and the other work that came of it.

Well, I have not yet participated in any seminars, at least not since Uni,
and definitely not in my current businesses nor in any forum about the
Internet (as it barely existed when I was an undergrad).  However, I do
submit articles/posts (such as this) to any and all online forums that I can.
 One great way to market is to get your name out there any way possible.  I
have mentioned before the usefulness of sig files.

I view any opportunity, such as this, to add to the conversation as a way
to get my name out.  Evidently, based on how often we see his informative
posts, so does George.  Speaking at seminars will do the same thing (and
maybe you'll even get some financial compensation out of it:-)

Now, I am not suggesting posting to all and sundry (as this would quickly
cross the line to spam).  However, if you have something useful to add, the
speak up.  Get your name out there.  It is my opinion that to have your
name attached to something useful (and not a direct advertisement) is one
of the best ways you can market yourself.  You cannot buy that type of



--Mel Eperthener
president, Gowanna Multi-Media Pty


419 Butler Street
PO Box 95184
Pittsburgh, PA 15223-0184
(412) 781-6140
(412) 781-6380

+++++ [Guest Moderator's Comments] +++++

Thanks for the kind words.  I agree, to get exposure you need to
be there.  I am on over 100 newslists, and to a lot of folks they
think I am everywhere ;-}.  The trick is to participate in as
many forums as possible -- both on- and off-line.  Get known! 

BTW, what's a "'smarm"?


+++++ Same Topic 3rd Reply +++++

From: "Cynthia (Sunni) Freyer" 
Subject: EMarketing: Have You Ever Tried Seminars?

In response to the question of the week -- Have You Ever
Tried Seminars/Workshops and Did They Work? --

My 2cents on the subject is that the concept is valid and rewards
the revenue line if one exercises a degree of  business savvy in
determining which speak-for-free offers one accepts.  Early on,
it's beneficial to accept and/or encourage any speaking
opportunity that might come one's way. This assists not only in
building a portfolio of engagements, but also creates
word-of-mouth as well as greater experience as a speaker.  But
once one is wet behind the ears, so to speak, then IMHO one needs
to consider the pool of prospects being reached, the
word-of-mouth that those prospects might generate and to whom
they might be "word-of-mouthing," mechanisms for creating more
exposure before/after the event, and methods for generating leads
after the event. It's not simply good enough to accept and go
speak.  In George's case, he was wise to send the after-the-event
release.  Smart move. Additionally, I haven't even mentioned, and
certainly there isn't space here, how the words can/should be
delivered to increase the potential for lead generation
after-the-event. In any case, I agree wholeheartedly with George
that such engagements can be viable marketing/PR tools.   On the
other hand, without applying some smart thinking beforehand, such
opportunities can also, unfortunately, become expensive activities. 

What do others think?  Am I off-the-mark?
Cynthia (Sunni) Freyer
 CFNA, Inc.
 PR/Marketing Online and Offline
115 State St. Ste. 213, Pullman, WA 99163
Voice: 509-332-3956	* Fax: 509-334-2525

+++++ [Guest Moderator's Comments] +++++

Excellent points.  Since 1983 I have done over 350 seminars or
trade shows, and we advice clients regularly on how to conduct an
event for maximum results.  A couple of tips:

1.  Choose your target wisely.  Because it is free, doesn't mean
it is wise.  Some organizations need speakers weekly (Rotary for
one) and if that is your target, so be it.  
2.  There is a lot of work involved to prepare.  Fox example, for
my Dallas talk -- a subject I know well, and give often -- I
still spent 40+ hours preparing.  But I knew the target, and the
results I could expect.
3.  If you don't have a plan for before, during and after
promotions, don't do the seminar!  We have a client in Atlanta
who does 30 trade shows a year.  When we reviewed their plans, we
found they did not send out any announcements, no follow up thank
you's and not press coverage.  They were spinning their wheels.
4.  Trade show leads can come from many sources.  Those who
attended the show last year are an excellent source for this
year's before show mailings.  Those who attended this year (but
who may not have been to your booth or attended your talk) are a
great source of after show mailings -- "Sorry you missed our
booth or seminar...."

If you do shows or seminars, have a plan.  We have some tips at
our site for those who are interested


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