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1. Best Billing Practices
Every industry has unique billing/payment issues. The publishing industry is no exception. In an attempt to set a standard for reasonable billing practices, the Magazine Publishers of America (MPA) set about to develop a Best Billing Practices Paper. Let me start out by telling you that this attempt did not make the publishers very popular with their customers—the large advertisers and the agencies that represent the advertisers. So, what seems like a very sensible project quickly turned controversial. Befor...

2. Twice the Marketing Power
Co-branding is a marketing theory by combining multiple brand names of products/services to compliment participating company’s weaknesses. When effectively done, it’s a marketing effort that works in synergy. On online businesses, co-branding can increase company’s products/services exposure to its target audiences when smartly combined. It is an effective way to broaden an existing or new brand on the Internet or offline marketplace.  A McKinsey study has shown that co-branding companies has pr...

3. The ESPN Brand with Transparent Marketing
ESPN targets a narrow and devoted market of young, affluent, male sports fans. They don't even list women in the demographics page of their media kit. In keeping with the rules of transparent marketing, they focus on delivering to the preferences of their core market, but have also developed a passionate following from a broader base. 1 UNDERSTAND YOUR CUSTOMER COMMUNITY INTIMATELY Remember that bigger is better. In size, paper stock and attitude, ESPN: The Magazine resembles Spin and ...

4. What Transparent Marketing Looks Like
Sometimes the easiest way to understand a new concept is to look at it from a completely different angle. One of the best examples we've found to demonstrate effective transparency as well as good visible marketing is the Entertainment and Sports Programming Network (ESPN) brand—and yes, we know, it traditionally serves men. But, bear with us. ESPN's hip sports empire includes 24-hour cable networks, a Web site, a radio network, a print magazine and theme restaurants. This fast-growing, multichannel media brand bril...

5. Ten products or services that reflect transparent marketing
Ford Windstar: Developed a dimmer switch on the overhead interior light, so sleeping kids could be transported home without being awakened by the bright light. Wal-Mart: Created an atmosphere of immediate welcome by coming up with the idea for store greeters. Starbucks: Features cozy chairs for lingering and offers wireless access for an office away from the office. Bliss Spa: Staff members send patrons handwritten thankyou notes. Les Schwab: Salespeople run out to your car to greet you and will re...

6. Product branding versus Direct call to action marketing
Company image is a big deal. Thousands of small businesses have not looked twice at how the public perceives their company, yet big companies spend millions of dollars per year on public relations. Customers mean sales, the better your image, the more trust that is created, the more sales are made. Focusing on your PR can be much more beneficial than just the short term publicity. Small businesses have to do pretty much everything themselves, from marketing, to putting through sales, leaving most business owners thinking,...

7. The Keys to Transparent Marketing
Transparently reaching women is all about making great changes in your product and marketing that are inspired by women, but appreciated by everyone. The heart of the matter is providing solutions— and an industry's gold standard will be those that are intuitive and take the hassle out of buying. A woman's response to your transparent ways will inspire her to rave to friends, "Why didn't I think of that?" Or, "I can't imagine doing it any other way." Transparent marketing involves a lot more preparatory research and...

8. Transparent Marketing Secrets
A transparent approach guides marketers to go beyond the obvious and truly tailor programs for the community they want to reach. Here are some secrets used by the best transparent marketers in the business: 1 SHOW HER "REAL" WOMEN AND RELATABLE SCENARIOS For the last twenty years, in survey after survey, women have told advertisers that their advertising offers little for them to identify with. Women want brands they feel a connection with and which they can visualize themselves using. The most e...

9. Visibly marketing nutrition for women
Whatever the product, from a breakfast cereal to a power bar, there is now a massive market for specific products that meet gender-unique nutritional needs. The brands that entered the nutrition-for-women market likely based their decisions on U.S. Department of Agriculture (USDA) findings, like those from 1996: Less than half of all women ingest the recommended levels of vital nutrients, such as calcium and iron. It has by now been well documented that diet plays a big role in the prevention of osteoporosis, hear...