January 18, 2001
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*** MarketingSherpa.com’s MarketingToSmallBiz ***
Practical Info on Marketing to the Millions of
Small Businesses and SOHOs on the Internet
Jan 18, 2001 Vol II, Issue 3
Get free subscriptions: http://www.marketingsherpa.com
1. NEWS: Internet Radio, eLedger.com Seeks Partners
2. More MarketingSherpa.com Headlines
3. CASE STUDY: MainControl (R) Wins Small Business Accounts by
Schmoozing Them at a Virtual Golf Game
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NEWS
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((( 10 TIPS TO SMARTER ONLINE ADVERTISING! )))
Learn how to make the most of your online advertising
campaigns.
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http://edmc.com/adf/sb04
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* Catch the Attention of Small Business People Through
Internet Radio via Email
According to Internet audio network Redband's Content Director
Jennifer Block Martin, the average online audio listener is
"Someone who is multi-tasking. They are checking their email,
and doing other stuff while they listen. You can't reach them
in print because they don't have the time or concentration to
do lots of reading." Sound like any small business owners you
know?
That's why Redband and Inc.com are partnering on a weekly
Inc.com audio show averaging 7-8 minutes in length. Content
includes interviews with well-known Inc.com editors, actual
small business CEOs and business mentors from the Inc.com
site. Currently the show has about 1,000 unique monthly
visitors and costs $5000 to sponsor.
Why are we recommending advertisers targeting small businesses
sponsor this show despite the hefty per listener price tag?
Because in addition to reaching the show's current listeners,
you can also add it to your own Web site ... and even better,
you can email it out to your own opt-in list.
Greg Wood, Redband Sales Director explains, "Instead of
sending your customers email bombs, you can send them
original, valuable information that can help them with their
businesses." With, of course, your sponsorship message all
over it.
http://www.redband.com
* eLedger.com Aggressively Seeks Partnerships and New Business
Development Staff
Exclusive: eLedger.com's brand new Chief Marketing Officer,
Larry Weissman told us today that he is aggressively seeking
partnerships. Weissman says, "Oh man, we sure are looking for
partners in the ASP community who might want to co-bundle
stuff. We're looking at partnerships in the product
distribution end and with the large portals." Potential
partners can contact Weissman directly at larryw@mail.com.
Weissman is busily interviewing candidates for business
development positions, "We're hiring three-to-four
immediately"; and he foresees a need for several marketing
staffers, including media buyers, trackers and channel
managers within the next few months. Positions will be
located in Ohio and Atlanta. For more details, send an
enquiry to Shelli Starkey at sstarkey@eledger.com.
http://www.eledger.com
*****
More Headlines
*****
* Anthony Muller's Top Five Tactics for Getting Higher Search
Engine Rankings
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1345
* Interactive Agency Lounge Lizard Gets 4-5% CTRs on Email
Newsletter Sponsorships
http://www.marketingtowebmarketers.com/sample.cfm?contentID=1339
* Nina Castro Owens of Cap Gemini Ernst & Young on the
Electronic Financial Services Marketing Wars
http://www.financialmarketingbiz.com/sample.cfm?contentID=1355
* Check out MarketingtoSmallBiz.com's archives at:
http://www.marketingtosmallbiz.com/archives.cfm
*****
CASE STUDY: MainControl (R)
*****
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business owners. Our analysts visit 100s of sites to update
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* MainControl (R) Wins Small Business Accounts by Schmoozing
Them at a Virtual Golf Game
CHALLENGE
Since 1994, MainControl(R) has sold big companies,
like Sears and Southwest Airlines, software to help them
manage their technology assets. Last year they decided to
grow by reaching out to "the other 80% of the marketplace" --
small-medium sized businesses.
However, marketing to small business is very different from
marketing to the Fortune 2000. So, MainControl turned to ENC
Marketing, a marcom firm that specializes in helping high tech
companies reach "beyond the sales force." ENC's VP Creative
Services, Matt Arozian talked us through what happened next.
CAMPAIGN
ENC decided to play off of the pop culture image of
Fortune 2000 bigwigs making business deals on the golf course.
Instead of a real golf game with a VP Sales schmoozing you,
ENC created an online golf game with sales messages at each
hole. You could call it a "virtual schmooze."
ENC tested a wide variety of both offline and online media to
drive targeted traffic to the game, including direct mail
postcards, banners, and email newsletter mentions. The offer
was a sweepstakes for a $2,500 dream vacation. Entrants were
sent to an online "scratch card" where they were instructed to
enter an identifier number. Next they got to "play" three
holes of golf, each of which bore a little marketing copy for
the product. At the end of the virtual course, players were
instructed to fill out a very short list of questions (name,
title, organization and some sales qualifying questions) in
order to find out if they won a prize.
Finally a button next to the prize information asked gamers to
"Visit Our Pro Shop!" where they could download their choice
of six white papers on the topic of IT infrastructure
management.
RESULTS
MainControl was "very, very happy with the quality
of leads generated."
Surprisingly the snail mailed postcards were the most
successful traffic-driving media -- with an impressive 29%
response rate! Banners got just a .25% click through rate and
produced lower quality leads.
A solid 20% of all visitors went through the entire game from
start to finish. Almost 200 visitors downloaded white papers
and about 600 opted in to receive more emailed information
from MainControl.
http://www.maincontrol.com
http://www.encmarketing.com
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MarketingToSmallBiz.com INFO
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Publisher:
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