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Mack Collier
Ten Steps to Creating a Brand Ambassador Program Brand ambassadors are similar to brand evangelists in that they also have a vested interest in seeing their favorite brand succeed. It's not so much that they attempt to influence other customers to buy a product, but that they share their passion for a brand with their fellow customers. Whereas a company markets to customers in order to sell more products, brand ambassadors attempt to relay their passion for a brand to other customers. Here's how to design your brand ambassador program. Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. |
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| Free Webcast: Web 2.0: Measuring Social Engagement January 18, 2007
Forrester Research and Unica® present best practices on how to measure blogs, podcasts, and RIAs.
Register Today! |
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Ann Handley
Outing Second Life: Q&A With Digitas's Greg Verdino Gartner recently predicted a drop off in Second Life hype, followed by a stablization and eventual trend toward sustainable growth in this burgeoning metaverse. Meanwhile, bloggers and other social media sorts have been debating whether Second Life is so... well, 2006. Greg Verdino admits that he might have contributed to some extent to the "outing" of Second Life. Here, the refreshingly honest Greg offers a balanced view of the opportunities and the risks of doing business in Second Life. Get the full story. |
Lynn Hunsaker
Squeeze the Lemons for Loyalty Growth Lemonade is refreshing, particularly on a hot day. With a little sugar and a lot of squeezing, sour lemons are transformed into a nice, healthy source of sustenance. Similarly, profitable customer loyalty can be a healthy source of sustenance for brand equity and a powerhouse on hot days of competition. But how about squeezing the lemons, or acting on the less-attractive feedback from customers, to transform ambivalent and at-risk customers into a reliable source of profit? Get the full story. |
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A Note to Readers Making A Case Greetings, discerning readers. This week we debut the first MarketingProfs Case Study, in what we expect will become an entire Case Study Library, stuffed full of real-life marketing examples, deconstructed from beginning to end. Our case studies will define the problem, analyze the actions taken, and record the lessons learned. This week, writer Elaine Fogel looks at how a small specialty software company got on the radar screens of Fortune 100 companies, its target market. When its traditional print ads and email campaigns fell flat, the software company retooled its marketing efforts by focusing on developing relevant and valuable educational content. The end result was several major accounts and a 300 percent increase in its tradeshow traffic. Access the full case study here. Case Studies are available only to Premium members. As I said last week, their launch is just one more reason why we think the MarketingProfs Premium Member program is darn near irresistible. In addition to our regular supply of free content, Premium members have access to four Premium articles a month, four case studies a month, and one marketing guide or template a month. Pretty compelling, right? (Check out the Premium library here.) Thanks for stopping by. As always, your feedback is both welcome and encouraged. Until next week, Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs
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Richard Buck
Spreading the Brand Message One Community at a Time There are a number of questions marketers should explore when creating and nurturing an online branded community. Get the full story. |
Peter Cohan
Stunningly Awful Software Evaluations—A Strategy of Foolish Hope? Practicing these eight simple strategies will help reduce your quarterly revenues, delay deals, and consume resources foolishly. But making a few changes may move you from being a "victim of momentum" to achieving your numbers predictably. Get the full story. |
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MarketingProfs Case Study
How a Small Specialty Software Company Got on Fortune 100 Companies' Radar Screens
By Elaine Fogel
When traditional print ads and email campaigns fell flat, here's how
one software company retooled its marketing efforts by focusing on
developing and promoting the educational content that its target
industry craved. The end result: several major accounts and a 300
percent increase in its tradeshow traffic. Read more. |
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Paige Booth
A Mickey Mouse Approach to Customer Service What does Mickey Mouse have to do with higher education? Several administrators from St. Edward's University found themselves pondering that unusual question several years ago as they filed into a classroom at the Disney Institute. They came to Orlando, with a tinge of skepticism, to attend a business seminar on applying the Disney model of customer service to colleges and universities. Get the full story. |
Paul McCord
Knowing Your Client's Connections Can Increase Your Referrals One of the critical parts of generating a large number of quality referrals is, of course, getting quality referrals, as opposed to just getting names and phone numbers. You can assure yourself of getting quality referrals if you take the time to learn who your client knows prior to asking for referrals. If you know who your client knows, or probably knows, you can suggest potential referrals to your client. Get the full story. |
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Content: Ann Handley
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Val Frazee
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