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Blogs for Tradeshows


Thanks to Rich Westerfeld, Trade Show Marketing Report,for the opportunity to talk blogs to the folks who, behind the scenes, make trade shows happen. I'll join Rich, Tom Maher and Kevin Howarth on a panel discussion of  "Blogs Are They Right For Your Event" tomorrow at the International Association For Exhibition Management conference in Atlanta.

Blogs to support tradeshows are a great idea. But then I like the use of blogs to support short-term campaigns. The National Geographic Channel and the American Cancer Society are great examples of how this tactic can be successfully integrated (oops sorry Shel!) into a marketing strategy.

Sidebar: Kevin Holland, one of the pioneers of blogging, was on the line-up but unfortunately is off his feet (literally) for a few days. Kevin hope we can meet-up soon.

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Les Blogs Pre Conference Podcasts


April in Paris.Eiffel_tower December in Paris. I can't think of a time when it's not a thrill to be in one of the most beautiful cities of the world. (Please let's not talk politics!).  However, if you're not one of the lucky people who will be attending Les Blogs 2 next month (the event is sold out) a visit to blog buddy Nicole Simon's BlogXpert is a must. Nicole is gaining quite a reputation for her pre conference podcasts with conference speakers.

Set the mood. Buy a cappuccino from your favorite coffee shop and then imagine you're sitting at a quaint cafe on the Left Bank listening to Nicole interview:

-Robert Scobel and Shel Israel
-Adriana Cronin-Lukas
-Roy Lindemann
-Ewan McIntosh
-Steve Olechowski
-Jeff Claiver
-Oliver Dufour
-Dana VanDen Heuvel
-Joel de Rosnay
-Marc Cantor
-Salim Ismail

Perhaps next year we can meet-up in Paris...but for now ... we thank you Nicole!

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Organic Chic


Among the chestnuts (for stuffing) and the white chocolate (for cheesecake) while I was shopping at Harry's Farmer Market/Whole Foods I turned a corner and came across socks. You read it right girlfriend, s-o-c-k-s. Socks_1They were sort of cool...multi-colored and I think organic.

Organic clothing is the hip new style and Whole Foods is leading the way in capturing a piece of the pie (ouch!). Whole Foods is opening Lifestyle Stores. According to the Organic Consumers Association organic and natural products are a $45 billion industry and growing. (NYT article).

From a marketing perspective, merchandising socks among brie and bananas may be a challenge. Is "green clothing" an impulse item that consumers who are concerned with environmental issues and health food will drop into their shopping carts next to their Stonyfield yougurt? SuperTargets offer groceries with household goods, clothing, sports equipment and more. Mixing it up isn't limited to traditional retail outlets. Amazon.com sells it all from books to electronics.

Are there other products or services that you can include in your product mix that will add-value to your customers while maintaining the integrity of your brand identity? More important ...when does the brand become diluted?

Read More about Whole Foods CEO John Mckey's Blog
Read More about organic products - Forever Young Store
Sidebar: Forever Young Store is a Bloomberg Marketing Client

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Corante Network Marketing Hub


Corante_blog_logoCorante, the first media blog company, is joining the wonderful world of blog networking with a series of "Hubs."  It's a slightly different approach than what other blog networks have put into place. Corante Networks are built around a specific topic. Hubs that have launched include marketing, media and web technology; telecom and law will hit the virtual streets soon.

My thanks to Francois Goissieaux who invited Diva Marketing to play with the big kids on the blogosphere block! Diva Marketing feeds will appear on the Corante Network Marketing Hub along with:

-Renee Hopkins Callahan
-Elizabeth Albrycht
-Tom Asacker
-Christopher Carfi
-Bruce Fryer
-Susan Getgood
-Neville Hobson
-Shel Holtz
-Lois Kelly
-Andrew Lark
-Mike Manual
-Grant McCracken
-Michele Miller
-John Moore
-Johnnie Moore
-Jennifer Rice
-Eveyln Rodriguez
-Mary Schmidt
-John Winsor
-David B. Wolfe

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Who Controls Your Brand's Message?


A few years ago - or perhaps only a few months ago - many successful executives achieved corner office status through controlling both internal and external information. Of course there was help from an advertising and/or PR agency that crafted the clever messages.

Enter a world where blogs, podcasts, email, instant messaging and cell phones shifted the dynamics.  No longer does an organization control the marketing message ... or rather perhaps I should say - no longer are smart companies under the illusion that only they control the brand image.
Sidebar: Do you think a company ever really controlled the message? There was always word of mouth and reporters who spun the story.
Sidebar: Of course there's a new buzz phase consumer generated media ; this one was coined by Peter Blackshaw of Intelliseek.

Every once in awhile a company gets lucky and a customer evangelist steps forth to spread the word.Us_news_world_report_logo_1 In U.S. News & World Report James Pethokoukis uncovers some people who are creating blogging buzz.

Our friends at McChronicles are highlighted in the article along with Sun Microsystems, Microsoft and Vespa. By the way, McChronicles recently celebrated its 10,000 visitor...as of 11/28 16,403 people had dropped in to read McChronicle's writings about McDonalds. Not too shabby for an "under the radar blog."  Pethokoukis also finds that there are companies who are shivering in their corporate boots about customer evangelists.

"Many companies are still stuck in the 'pre-participation' world. It is a world where a company did careful construction of your messaging and then got out their marketing death ray to beam that message into the community. The thought of a space where they don't control the message is terrifying." Simon Phipps, chief evangelist at Sun Microsystems

Can consumers and corporations work together to create strong brands/products/services that are valued by customers? Perhaps it's the season. Or maybe I ate too much pumpkin pie. But I believe that organizations can innovate and create with customers along side.

Read More About Customer Evangelists at Church of the Customer

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Evil WinFixer


Elana Centor, Funny Business, passes on advice on how to protect against a very nasty virus that makes my Google experience and Marianne Richmond's, Resonance Partnership Blog, Technorati tag frustration seem tame. If WinFixer sneaks through do not close the window by clicking on the "x". Hit Ctlr/Alt/Delete.

Sidebar: Resonance Partnership Blog 's T'was the Night for Technorati (Or Was it?) is a great start to the holiday sillies.

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Dodge Ball Tech Support


Pink_boa_8 Toss of two pink boas...maybe three of four to Marianne Richmond, Resonance Partnership Blog, for doing what Lynksis, Earthlink and Microsoft and Mozilla could not do ... connect me to Google.com.

For the past few days I couldn't access Google via a browser. I couldn't access Google via a website. I couldn't access Google via an email link. I couldn't access Diva Marketing Google Search either.

Played dodge ball tech support -- referred from one company to another to another to another -- with major corporations. One company even told me to contact Google's help support. Dah ha ha ... how would I do that if I couldn't access the site. Another company suggested that Google had "gone down." Yeah right. Can you imagine the blogopshere buzz if that happened? Not to mention the fun Yahoo! and MSN would have if Google were to shut down for days.

I'm sure Diva Marianne wouldn't mind sharing her advice. Drum beat please ... "Disconnect your router for 10 seconds and plug it back it." Sometimes simple is best. Perhaps Marianne can add geek training to her repertoire.

Tit for tat! Can someone please repay the favor and help Marianne figure out why Technorati Tags won't work on the Resonance Partnership Blog?

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Wishbone Wishes For A Happy Thanksgiving


As our lives grow more complex, it's the simple things that take on more importance.Thanksgiving_wishbone I came across this winter poem that I loved when I was a diva in training and thought it might bring back some memories for you too or help create a few new ones.

A Boys Thanksgiving by Lydia Maria Child

Over the river, and through the wood,
to Grandfather's house we go;
the horse knows the way to carry the sleigh
through the white and drifted snow.

Over the river, and through the wood,
to Grandfather's house away!
We would not stop for doll or top,
for 'tis Thanksgiving Day.

Over the river, and through the wood-
oh, how the wind does blow!
It stings the toes and bites the nose,
as over the ground we go.

Over the river, and through the wood.
with a clear blue winter sky,
The dogs do bark and the children hark,
as we go jingling by.

Over the river, and through the wood,
to have a first-rate play.
Hear the bells ring, "Ting a ling ding!"
Hurray for Thanksgiving Day!

Over the river, and through the wood-
no matter for winds that blow;
Or if we get the sleigh upset
into a bank of snow.

Over the river, and through the wood
and straight through the barnyard gate.
We seem to go extremely slow-
it is so hard to wait!

Over the river, and through the wood-
Old Jowler hears our bells;
He shakes his paw with a loud bow-wow,
and thus the news he tells.

Over the river, and through the wood-
when Grandmother sees us come,
She will say, "O, dear, the children are here,
bring pie for everyone."

Over the river, and through the wood-
now Grandmothers cap I spy!
Hurrah for the fun! Is the pudding done?
Hurrah for the pumpkin pie!

From Max and me ... may your wishbone wishes come true ... a very happy Thanksgiving to you and yours!

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Black Friday & Cyber Monday


Xmas_shoppingThink the Friday after Thanksgiving is a day for the L-triptophan to kick in and relax? Think again.

For millions of bargain shoppers waiting for the turkey to roast means - watching the Macy's Day Parade (my favorite way to spend Thanksgiving morning!) while you study the sales inserts and then map out your shopping plan of action for Black Friday. (what a horrid name!). Want to beat the newspaper? For your shopping pleasure ... a site that has links to Black Friday sales.

If you just couldn't wake up at 4:30a for Black Friday sales, don't fret girlfriend, you're still in time for Cyber Monday! According to Shop.org Cyber Monday is the biggest online shopping day of the year. The Shop.org/BizRate Research 2005 eHoliday Moody study indicated sales increased "significantly" for 77% of online retailers the Monday after Thanksgiving. 

If you're running a commerce site and you've not yet put together a few strategies to capitalize on the online shopping frenzy of Cyber Monday here are a few suggestions. Remember..Divas can do anything! Ready. Set. Go for it!

Cyber Monday  Strategies

-Check your server
-Welcome Cyber Monday Shoppers .. add a welcome banner and a few graphic elements
-Include tell a friend link
-Add extra customer care staff

-Offer online Cyber Monday only discounts
-Include free Cyber Monday only shipping
-Add a free Cyber Monday only gift with a minimum purchase order
-Offer free Cyber Monday only gift wrapping
-Include a free Cyber Monday only holiday card

-Promote via your website
-Create an email Cyber Monday Specials campaign .. remember to develop a landing page
-Drop a press release
-Blog about it
-Promote in traditional channels

Graphic complements of PowerVision - free online greeting cards

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Carnival of Marketing


Twinkle, twinkle, what a pity
Alone alone on such a pretty night
With enchantment on your side
Popcorn, popcorn, cotton candy

Ferriswheel Soft voice whispered, "This all can be right
If you come and share a ride"

Joni Mitchell, Carnival In Kenora


Come along with me for a ride on a virtual ferris wheel and some oh so bad..but oh so fun pink cotton candy at the new Carnival of Marketing.


The Carnival of Marketing will be open this week at the fair grounds of Scott Allen at his About.com location not the Virtual Handshake. So don't get lost. The barker behind the scene is Noah Kagan, Okdork.


Never been to a Blog Carnival?  You're in for a treat. You'll discover new blog friends, meet-up with favorite old friends and find a few surprises...including a Diva Marketing act.<wink wink>

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