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The eMarketing Digest
© 1996 - 2008
Library of Congress
ISSN 1522-6913

Published by
Webbers Communications
686 Keene Rd. Suite B
Winchester, NH 03470
603-392-0090

 The E-Marketing Digest
 Volume #2,Issue #128
 January 30, 1998
 ------------------------
 Gary K. Foote, Moderator

 --------------------------------------------------------------

 The E-Marketing Digest is published by Webbers Communications N.
 Conway, NH 03860  http://www.webbers.com?EMD (603)447-1024

 Now read by over 1,200 subscribers in more than 40 countries.

 --------------------------------------------------------------

 Table of Contents

 + Moderator's Comments

 + New Topics

    "Client Lists and Testimonials"
       - Deborah Kluge

 + Ongoing

    "Tradeshows & Seminars"
       - George Matyjewicz
       - Sunni Freyer
       - PJ Murphy
       - Rick Smith

    "Advertising on the Net" (was: 'Banner Ad Agents')
       - George Matyjewicz
       - Debra Young
       - William Greene

    "Relationship Marketing"
       - Pieter Both

    "Scrambled E-mail"
       - Tom Hukins

 + The Corkboard

    "Vantage CC & Shopping Cart Service"
       - Phil Doyle

 --------------------------------------------------------------

 --------------------
 Moderator's Comments
 --------------------

Hi All,

This issue, like the last, carries lots of posts on the subject of
Tradeshows and Seminars.  If you've missed any of this
conversation I suggest you visit the archives...

http://www.webbers.com/emark/archives.html

...and catch up.  It has been, and seems to be continuing as, a
thread with tons of great advice and experience.

Advertising on the Net and Relationship Marketing are also threads
you won't want to miss.  So, without and further delays...

On with the show!

YM,

GKF


 ----------
 New Topics
 ----------


From: "Deborah Kluge" 
Subject: Client Lists and Testimonials

Hello Everyone:

I am thinking about adding additional pages (perhaps testimonials
and/or a client list) to my website at:

http://www.proposalwriter.com

But I have some questions about this.  First of all,  
I market my services to prospective clients through my 
resume, since that is basically what they are interested
in seeing.  Since my resume is quite lengthy, I have a
summary resume on my web site.  My hard copy resume lists
all of my clients and assignments, but I am very hesitant 
to show the names of my clients on my site.  I'm not sure 
why, but there seems to be a difference.  Is there a
difference?  Would it be necessary or appropriate to get 
my clients' permission to list them on my site and 
perhaps provide a link to their sites?

Secondly, if I use testimonials but don't give my clients'
names or their companies, will the testimonials be 
credible?  Any suggestions for handling this?

Thanks very much.  I really enjoy this digest and 
the topics discussed.

Debbie
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
Deborah Kluge
Independent Consultant      http://www.proposalwriter.com
mailto:kluge@clark.net
mailto:dkluge1@compuserve.com (only when overseas)
**********************************************************
     Proposal Writing/Proposal Management
     For Organizations Bidding on Government Contracts
**********************************************************
     Management Specialist
     International Development - Technical Assistance Projects
**********************************************************


[Moderator's Comments]

Hi Deborah,

I think you could offer your complete resume alongside the short
version online without risking much.  You build trust by be
completely open and the fact that your client list is public may
provide you with greater incentive to ensure your customer
loyalty...  not that you aren't already making efforts in that
direction.  I just feel that having competition drives me to
better myself all the time.  It's when I am a 'big fish in a small
pond' that I become complacent.

Testimonials from clients and a portfolio of past work is
essential, and testimonials without names carry almost no value. 
Do you need permission to link to your client sites?  Not in my
opinion.  My company portfolio carries links to many client sites.
 How else can a potential customer decide whether or not to buy
your product?

JMHO

GKF


 -------
 Ongoing
 -------


From: Rainmaker 
Subject: Re: Tradeshows

Barb Sybal wrote;

>Ok, George, I'm chiming in :)

I'm so glad we coaxed you out.   But you  didn't tell the fun part
of the story.

I did the show in Dallas, and mentioned Barb's site along 
with three others.  Only I didn't tell Barb I was doing so,
until the Tuesday after the show.  She then tells me that 
it explained why she suddenly had 33 requests for catalogs 
from Texas and Arizona -- two states she never did business 
in before!  

>I agree they are costly, but agree with George that they 
>need to be focused on "who" your potential customers are
> ... if you don't know that question than I agree that 
>lighting a match to your money will generate the same 
>results.

Love that analogy!  It is so true.  If show is not your target,
you are wasting your money!  My publisher at Gifts & Decorative
Accessories magazine asked if I would be willing to speak at the
International show in Frankfort, Germany.  I said absolutely! 
But, not necessarily because of business.  I just like Germany,
and figured I would go for a vacation ;-}.  

>As I've also mentioned to George privately in the past, I am
>always concerned about spending a large amount of money on the
>"big" shows when all I have is one product (100's of designs, but
>only one item), so I hope to be networking with like-minded
>manufacturers or distributors where our products >are
>complementary to each other: for example, gift wrap, ribbons,
>etc. that will add more "benefits" for the customer.

There are at least 50,000 trade shows held annually, and you
should be able to find one that meets your budget, and your
target market.  There is a site that lists shows worldwide -
Trade Show Central at http://www.tscentral.com  I recently
advised a client who was looking to go to a show in Chicago to
reconsider, and do a smaller, but more focused (and less
expensive) show in Florida.  

>... on a biased note, I can highly recommend either Gary
>(of EMD fame) and/or George ... Gary just recently designed
>my web site (whom I didn't know personally just a few
>short months ago) and George is on a few of the same
>lists I am on, which is how he plugged my company at
>the Dallas show ... and when it comes to trade shows, I'll
>be looking to him for assistance :)

Thank you.

[Moderator's Comments]


George posted a second time today on this same subject.  
I've  included it within this post for the purposes of 
space constraints.  Here it is;

[/Moderator's Comments]

More on trade shows.  Like http://www.tscentral.com this 
one on the SmartBiz site also gives trade show locations, 
dates, industries, etc.

http://www.tsnn.com/sbs/

By clicking on a show in either search engine you learn things
about the show like number of exhibitors, square footage, number
of attendees,  conferences also,  description of the event, target
audience,  where the attendees come from,  exhibitor information,
Web site, and more.  For example in an upcoming show here in NYC,
the attendee information is:

"Specialty and department stores, gift shops, jewelry stores,
interior designers, importers and distributors of home products,
mail order catalogs, museums and galleries, stationery stores,
craft retailers, garden centers "

So, if that is your market, then you may consider 
exhibiting. Or, contact the show manager, for more details, 
i.e., are the retailers the big guys or mom-pop stores.  
Or would the same venue in Miami or Las Vegas be more 
cost-effective?

G
_______________________________________________
George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner                http://www.gapent.com/rainmaking/
GAP Enterprises, Ltd.        mailto:georgem@gapent.com
http://www.gapent.com Tel: (201) 939-8533 Ext 821         Fax:
(201) 460-3740 Automated Press Releases: http://www.gapent.com/pr/
Specializing in Professional Firm "Rainmaking" programs.


***  NEXT POST - SAME TOPIC  ***


From: "Sunni Freyer" 
Subject: Trade Shows -- More on It

Given this thread of late on trade shows, I had to share this
experience.  

I counsel clients routinely on their need to "work" a trade 
show.  That means one doesn't sit behind a booth, smiling but
overall, appearing distracted or shy.  Gregariousness wins.
Friendly conversation works wonders.  

Anywho, a client in San Francisco was attending such a show not
long ago and I gave the same counsel, elaborated on, of course.  I
flew in to the show to do a check on how things were going.  To my
amazement, when I walked into this magnificent room I saw piles of
people (yes, piles) in one particular aisle.  And there, in the
midst of them, centerstage, was my very business-like, reserved
client. What was going on, I wondered?

Well, it seems he had taken my advice and then personalized it. He
had purchased bunches of flowers and heaven knows what other
trinkets.  Instead of being behind his booth, he went right in the
aisle in front and with an ear-to-ear smile was greeting each
person, handing out these flowers and trinkets one-by-one.  The
contact was breaking the normal "ice" and he had more
conversations going on then he could handle.  Of, course, that
smile and eagerness to talk didn't hurt.  He was swift in glowing
about his products, for sale at the booth with a special
convention price.

Needless to say, he sold every single product that had been 
brought to the show and on the last day was left taking orders.

Sunni Freyer
CFNA, Inc.: PR/Marketing Communications


***  NEXT POST - SAME TOPIC  ***


From: pj@guerrillagroup.com (PJ Murphy)
Subject: Tradeshows & Seminars

The negative sentiments about Trade Shows is what 
caused our company to write a book for Trade Show 
attendees and exhibitors.  The 15th book in the 
best-selling Guerrilla Marketing book series was released in April
1997 and is entitled: Guerrilla Trade Show Selling - New
Unconventional Weapons and Tactics to Meet More People, Get More
Leads, and Close More Sales.

The reason for the negativity is simple.  Most people 
have never learned how to sell effectively in the trade 
show environment.  Only 15 percent - less than one in six
 - of all trade show exhibitors are effective, intelligent,
and focused on serving their customers.   

Nancy Roebke's reply said that she felt it was "essential 
to be very selective about which shows you do, and what 
you do at them." George M. also commented that "The trick 
is to find those geared to your target market." Guerrilla 
Trade Show Selling shows you exactly how to pick the right
shows to attend.

Other topics this book can help with: 

+ Insider secrets on getting a great booth location 
  without paying top dollar.
+ How to make your exhibits more memorable, more 
  exciting, and more approachable without spending 
  a fortune on a custom booth.
+ How to attract the right people who want to do 
  business by excluding the tire-kickers, using 
  proven billboard advertising and direct-marketing 
  techniques
+ How to get the maximum number of high-quality sales 
  leads from a show.
+ The magic question that will increase the contact 
  rate of your follow-up phone calls to almost 100%.

I could go on and on, but instead I'll invite anyone who's 
interested to visit  

http://www.guerrillagroup.com/gtss.htm

to find out more.  And/Or you can call 1-800-682-8385 
and request a FREE copy of the 25 minute audio cassette 
"The Seven Steps to Trade Show Success."

PJ
-----------------------------
Patricia Jane (PJ) Murphy   
Web Mistress / The Guerrilla Group, inc.
Visit http://www.guerrillagroup.com/salestip.htm and 
sign up for the Guerrilla Selling Tip of the Week to 
be delivered to you via e-mail every Monday!
-----------------------------


***  NEXT POST - SAME TOPIC  ***


From: Rick Smith 
Subject: Tradeshows & Seminars

Last spring I designed an online seminar for Compuserve.
The name of the seminar was "How to Use Your Computer 
Like a Tank to Roll Over Your Competition".  The seminar 
was presented in late April and early May.  It was 
presented in the PR & Marketing forum on Compuserve.  
The section leader who agreed to the idea presented it 
to Compuserve management.  Compuserve management was so
intrigued with the idea they posted it on the main 
Compuserve log on screen for a week and a half.  It 
remained on a secondary log on screen for sometime 
longer.  Several months later, it was placed on the 
secondary log on screen again for a long period.  The 
seminar was originally scheduled to run for a week and 
had to be extended to two weeks.  (BTW, it was not an 
interactive seminar.  It was carried on in thread fashion 
similar to this list.)  Naturally, I offered a free report. 

The response was OK.  However, until recently the 
seminar thread file had one of the largest number of 
times downloaded of any recent seminar they
had done in the forum.  Know what replaced it?  A 
seminar entitled "How to Become a Rainmaker".  
Seriously.  In any case, I'm planning on repeating
this seminar soon, (I own joint copyright to my seminar 
material), on the Web.  For me, it was a very positive 
experience and became the springboard to launching my 
"guerrilla computer marketing" efforts.  

The results?  I was written up in a two part article for 
an offline newsletter, (written by the seminar leader), 
and I was written up in the Monday business section of 
the Boston Herald in July.  In addition, I have used the 
material in various forms for my online newsletter and 
various e-zine articles I have written.  These articles 
have produced results of varying degrees.  So was it worth 
it?  A resounding YES!

I let you know when I present the seminar on the Web.  
Oh yeah.  I mentioned doing a followup on Compuserve.  
They seemed to like the idea.

Rick Smith, "The Guerrilla Computer Consultant"
+++ Free Newsletter Shows You How To Competition+++
+++          Proof Your Business in 180 Days                   
+++          +++
Small business owners, subscribe now to Rick's free online
newsletter to learn how to competition proof your business.
Send any e-mail to 



***  NEXT TOPIC - Advertising on the Web  ***


From: Rainmaker 
Subject: Re: Advertising on the Web  ***

Jessica Roybal wrote;

>Therefore, my question to subscribers is "Have any other 
>Museums or Non-Profits purchased advertising on the Internet
>(banner ads on Search Engines, etc.) and how sucessful was it?
>Are there better ways to advertise on the Internet and at what
>cost?

First, welcome to the list.  The art world is a tough one to
market for a number of reasons -- budget, target market, heavy
graphics, etc.  We have had experience with two non-profit or art
projects:

1.  My son is an artist and also an art director at one of the top
ad agencies in the world.  He had a showing at Ward Nasse Gallery
in NYC, and we needed to attract attention.  We took his main
picture ("The Automation Society") which was 36" x 48" and had  an
8x10 chrome made, which we then converted to a 5x7 post card.  We
put his e-address and Web site reference

http://www.gapent.com/gap/white_papers/clock_people.htm  

on the card, as well as his studio address and telephone 
number.  

We then sent 500 of them (snail mail) to leading publications, art
critics, other galleries, etc.  announcing the showing.  In
addition, we sent an electronic press release

http://www.gapent.com/gap/pr/pr-ward_nasse.htm  

to approx 800 media contacts, inviting them to review his site and
to attend the showing.  He had an excellent turnout.  (The gallery
invited him back).  We are now in process of making posters of
"The Automation Society" which we will sell on-line very shortly.

2.  We did a press release for one of the US Government
departments (quasi-non profit) and yesterday they told me they had
34 publications contact them about a story and 191 folks requested
a catalog.

Art is tricky to promote.  You do need to identify you goals with
the site and your target market, like you do with business.  Then
you need to promote to that target.   Are you interested in people
visiting your site to attract them to the physical museum?

Are you planning on selling at the site?    

If done well, you can drive business to the site and to the 
museum.

G
_______________________________________________
George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner                http://www.gapent.com/rainmaking/
GAP Enterprises, Ltd.        mailto:georgem@gapent.com
http://www.gapent.com Tel: (201) 939-8533 Ext 821             
Fax: (201) 460-3740 Automated Press Releases:
http://www.gapent.com/pr/ Specializing in Professional Firm
"Rainmaking" programs.


***  NEXT POST - SAME TOPIC  ***


From: Debra Young 
Organization: NoMedia New Media Solutions

>Therefore, my question to subscribers is "Have any other
>Museums or Non-Profits purchased advertising on the Internet
>(banner ads on Search Engines, etc.) and how successful was >it?
>Are there better ways to advertise on the Internet and at what
>cost?

We usually recommend to our non-profit clients a very 
cost-effective approach that builds on their print 
campaigns.  The key is to reach not only locals, but 
people with an affiliation to the area (relatives, 
previous residents) or who plan to visit the area.  This 
way you can have long-term results as you reinforce 
your museum, not just your event, as a destination in 
the area.

1.  Capitalize on any print advertising already 
established to promote the event.  For example, if 
you advertise an event with local papers, make sure that 
you are also publicized on their Web site. 

2.  Tourism. Either advertise, swap content or establish 
links with entities publicizing San Francisco as a 
tourist destination online.

3.  Community Web sites.  Establish a presence on 
commercial entities and other non-profit entities.  
And don't forget other non-profit sites in the area!  
When I check my clients' referrer logs, I am constantly 
amazed at how many visitors come from the education and 
library links we've established!

A way to help measure ROI?  Set up a separate destination 
landing page (or bridge page to the rest of your site) 
for your Web advertising campaign.  Place a discount coupon 
on it and track how many are used.

Hope some of these ideas can work for you!

Deb Young, nomedia@nomedia.com
Principal
NoMedia ;) New Media Solutions
http://www.nomedia.com
"Specialists in Database Development"


***  NEXT POST - SAME TOPIC  ***


From: William Greene  
Subject: RE: Banner Ad Agents

>Can anyone steer me towards another agency that will take a
>750,000 - 1,000,000 page per month site?

John,

While there are a number of good interactive ad agencies 
serving up banner ads, I can only speak for our own 
organization. Grizzard Communications Group offers banner 
ad serving from Pentium Pro-based Unix web servers - 128 
MB RAM, BSDI 2.1, Apache 1.2, Cisco 2500, 4000, and 7200 
series routers, one T3 through CWIX, 3 T1's through MCI, 
and 3 T1's through Sprint. We are currently serving 
600,000 banners per month, and could easily accomodate 
your additional 750,000-1,000,000 impressions. We offer 
weekly impression & CTR counts to advertisers.

We also handle email newsletter sponsorship & advertising,
with recipient counts and CTRs. And, of course, we offer 
traditional direct (snail) mail services.  :-)

Hope this helps!

-------------------------------------------------------------
William Greene, Director of Internet Marketing Grizzard - A Direct
Marketing Agency Since 1919 "Full Integration Of All Your Direct
Marketing Needs" http://www.grizzard.com/internet.htm
mailto:William.Greene@Grizzard.com >800-241-9351


***  NEW TOPIC - Relationship Marketing  ***


From: "Pieter Both" 
Subject: Relationship Marketing

Nancy wrote:

> ... a good marketer learns how an individual person 
>wants to be "sold"...versus trying to sell to the masses 
>with vague, "geez, I hope this interests them" 
>promotions. Relationship marketing is far more direct. 
>You KNOW what the client likes and offer it.

I completely agree with you. However, what I really 
wondered is whether there is a difference between 
a marketing relationship in the real world and that 
in a virtual - online - world. As far as I know the 
latter is mainly achieved by using both 
pull and push techniques connected to a 
program that contains the visitors' personal profile 
and is therefore able to come up with content in 
which a particular visitor is interested most, and
even sending customised e-mails or asking the 
right personal questions might then become possible. 
After all communication is the basis of every good 
relationship and also for marketing mass markets.

But when can you talk about a relationship and 
when is something just a service on the Web? 
If I twice order a book from Amazon.com it certainly
won't be enough to say we've got a relationship as 
it wasn't long enough to figure out my preferences. 
I think that the only service they gave me was a  
convenient way of buying. 

Of course, if I buy more often they might get a 
good idea of my profile and thus be able 
to send me targeted messages that I feel are 
appropriate. But is the technique advanced enough?

In other words - before I get lost - when can we tell whether an
online company is pursuing a long-term satisfying relationship
with their customers and when is it just service? Who knows a
Website that is truly pursuing a Relationship marketing strategy
AND succeeding? Or is it technically just not possible yet to get
this relationship right since it lacks the real human interaction?

Many thanks in advance!

Pieter Both
pboth@euronet.nl
A confused Student from Portsmouth University (England)


***  NEXT TOPIC - Scrambled E-mail  ***


From: Tom Hukins 
Subject: Re: Scrambled Mail

Alvin Davis wrote:
>If you upgrade to a newer e-mail program like EUDORA Pro 4.0 you
>will be able to read any type of message,graphics,voice,
>bold,underlines,HTML, and colors.
>
>On the other hand,if you send these extras to older 
>programs, they can't convert them.
>
>Because I publish an Ezine,I never send styles.The 
>new programs have a way to disable this in your 
>setup/options.

Alvin makes some very good points. I'd like to add to 
what he says and suggest that people avoid using 
MIME (including Quoted Printable MIME), Vcards and 
other extensions unless they're necessary.

One or two lists I subscribe to occasionally use Quoted 
Printable MIME (I think) which looks very strange if your 
e-mail software doesn't support it. 

With some software, you may even be using these 
facilities without knowing it. I suggest taking time 
to find out how your mail software is configured, and 
modifying its configuration to ensure it doesn't use 
these by default.

If possible, get hold of and old e-mail client and 
send a test message or two to it and see how they look.

As for the issue of ensuring lines are less than 65 
characters wide, does anyone know of software for which 
this is a constraint? Is it only for certain software, or 
do certain operating systems tend to have problems with 
this? I've only ever come across software (on Windows and 
Unix) with a 78 character limit.

Thanks,
Tom

       Learn how to create amazing web sites

     Visit eBORcOM's Web Development Resources
          http://www.eborcom.com/webmaker/


 -------------
 The Corkboard
 -------------


From: Phil Doyle

E-COMMERCE PLAYING FIELD NOW OPEN

New Credit Card e-Commerce Ticket
Opens the Playing Field for Small
Business in a Global Game

Size does matter when it comes to
credit, banking and sales - particularly
in the emerging global Internet economy
where qualifying for a credit card
merchant account is the ticket to the
competitive e-commerce game.  It's the
small players who risk the cutting
innovation that is the life blood of
this pulsing, electronic  economy.  Yet,
many web marketers are turned down for
their own merchant account because of
their location, credit, sales volume, or
age of the business. Merchants outside
the US cannot get a merchant account
without a physical US presence. With
Internet Visa and Mastercard
transactions at the core of e-commerce,
the small Internet entrepreneur has been
effectively locked out.

Vantage just opened the gate, worldwide.

Vantage is a unique, fully-automated,
credit card e-commerce system that does
not require merchants to have their own
merchant accounts.  Vantage is
configured directly to VanCart, a
state-of-the-art, secure shopping cart
linked to the merchant's website
anywhere in the world. VanCart also
provides merchants with "back office"
management tools, support and password
access for tracking orders and customer
activity.

If interested, complete details are
available at;

http://www-Agency.com/ticket.htm .   

WebAgency Marketing
Phil Doyle 
mailto:WebAgency@www-Agency.com         


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