Vol. 3 , No. 37     September 21, 2004

In this Newsletter:

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John E. Hogan
Why Good Products Fail: How to Enhance New Product Development

The last 10 years of new product launches provide a sobering view. The landscape is littered with innovative new products that ultimately failed in the marketplace.

Why? Many new products fail because they don't create sufficient value for customers, or because their pricing strategy is not consistent with the value the product delivers.

Our experience with new product launches suggests that in many firms there is a disconnect between the new product development process and the realities of the marketplace.

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Please note: This article is available only to paid subscribers. Get more information or sign up here.

Matthew Syrett
The Tragedy of the Advertising Commons

Advertising is rife with doomsayers.

It seems that half the commentators out there are speaking about the end of advertising as we know it, or worse. The consensus of such literature is that our present models of advertising are growing inefficient in an increasingly complex media environment populated with communication-saturated consumers.

While there are truths to be found in that opinion, what is missing is a deeper analysis of the forces behind the issues—the ultimate causes.

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Paul A. Broni
What to Look for in an Email Services Provider (Part 2 of 2)

Last week, Paul wrote about the pre-deployment tasks that an email services provider should include when you outsource your email marketing effort.

This week, he covers what should happen when you hit the send button.

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A Note to Readers

Time Well Spent

Hello discerning readers!

As usual, we have lots of good stuff going on this week. In addition to the always-excellent (if I do say so myself!) newsletter before you, there's also a virtual seminar this Thursday on customer loyalty, led by our own Jill Griffin.

The Twelve Laws of Customer Loyalty (And What Every Marketing Manager Needs to Know to Leverage Them) kicks off September 23 at noon (EDT). Other than the time you'll spend reading this newsletter, it'll be the best 90 minutes you'll spend all week.

I know that sounds like marketing-speak, but I'm dead serious.

In a survey we conducted after our last virtual seminar, 9 of 10 attendees said they would recommend a MarketingProfs virtual seminar to a colleague or friend. That's because our seminars are full of useful and relevant information, delivered by the most credible and capable individuals we can find. We work very hard to ensure their value—otherwise, we'd be out of business.

If you're job is to cool customer churn, check out Jill's seminar.

Finally, a favor please: As MarketingProfs continues to evolve to meet your needs, we'd love to hear your views. If you haven't taken our subscriber survey, take a few minutes to do so now. Reading your responses will be the best few minutes we spend all week.

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Thanks for stopping by. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
ann@marketingprofs.com
MarketingProfs.com

Last Issue's Top 5

Recent Know-How Exchange Questions/Answers

Brian Pelletier
Dear Editor, Please Write About My Company

Media relations is known for being both an art and a science. But sadly, many public relations professionals come across as if they're using a 99-cent watercolor set and grade school chemistry kit when they're pitching editors.

Here are a few guidelines and lessons that might benefit us all as we try to break through the clutter with truly artful and strategic media pitches.

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Meryl K. Evans and Hank Stroll
SWOT Team: Increasing Email Open Rates

This week, share your most effective ways for increasing email newsletter open rates. Join the conversation!

Also this week, where do you turn when you are in over your head? Check out what our reader's suggest.

Get the full story.

Keith Jennings
What Jazz Taught Marketing (or Should Have)

Marketing is undergoing a bit of an evolution. Driven by fierce competition for the consumer's attention among innumerable products and services, marketers are being forced to play by a changing set of rules.

Like jazz musicians, only those marketers with the talent, experience and discipline to innovate will succeed.

Get the full story.

Debra Feldman
Five Steps to a New Job

Any job search is mostly about marketing.

You might think that skills and credentials should speak for themselves. But if the message describing your abilities and the benefits you bring to a prospective employer isn't compelling and clear, another candidate who does a better job at self-marketing will slip in ahead of you.

Get the full story.

Contact

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Content: Ann Handley
ann@MarketingProfs.com

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