Dear Mr Guru...
June 2005
Table of Contents
  • Dealers 
  • My Name Is... 
  • Letter from... 
  • Remix 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive

GOLD XXI, Apr. 05

GOLD XX, Feb. 05

GOLD XIX, Nov. 04


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Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.22
    I. Dealers.

    Your products are sold by means of a network of indipendent dealers and stores. Your customers are tipycally visual because they need to see and touch the products before make a buying decision. Furniture, tiles, household products and accessories belong tipycally to this category of merchandise. Fine, let's see how to involve them all --first dealers-- in your web site!
    a) Your web site has interactive functions to improve the customers experience towards the product, then you have to share those common functions with dealers as they represent a local sales generation tool --e.g. contact information, follow-up letters...
    b) Allow the visitor to the web site to easily find a dealer location by following a map or entering a zip code.
    c) Coordinate with dealers in marketing and advertising the web site location, in other words add the WWW address to all campaigns and materials that should reinforce the brand name recognition.
    d) Help dealers create their own web site. This support could derive most likely from a web site management program or a link program to rent or sell to each dealer for annual fee. But partnering with a central site means working out gradually to very different models personalized for every store operating nationwide.
    The corporate tactics briefly described here have to reinforce the relationship between manufacturer and distributors in many ways, from generating Internet leads to performing higher close rate. Conclusively the tactics developed for the Internet will be promoted during the annual convention so that the dealer Website program will be kept updated to all partners interesting in doing business with you.

    II. My Name Is...

    Only in Italy you could stumble across 68 thousand Mr. Rossi or 47 thousand Mr. Russo or 39 thousand Mr. Ferrari. In order to differentiate yourself from the mass of Net users and maintain at the same time your identity, you should create a personal nickname and use it in your communication through the Internet, i.e. when you are using the email or an individual web domain. Even if your first choice is always identified by your real full name, the online services could be already employed by someone else who has signed with the same name or family name. Thus so called nicknames have become a primal tool of identity and the creation of them belongs to the creative tasks related to the online environment. My tip in doing the right nickname is to keep it as short as possible and draw it out of your true name. For example I'm used to extract the first letters from my first name and the first letters from the surname and join them in a 5-letter short nickname I have always used since the first time I went into the Net for subscribing online services or identifying my own email addresses.
    A second method features an alpha-numerical tag, that usually put a first name together with a number representing the user's age or the year of birth. This mode your nickname identifies immediately your maturity on the Net --a temporary nickname very frequent in chat lines or discussion lists.
    In the case of selecting the personal domain name the process of creating it could go very far from the simple rules outlined here. The reason is you want to be unique by means of your own web site... Then you can relate to many examples of people whose names have been rethought in order to best meet the Web practice. For example, using brand new terms (web, on-line) as prefix or suffix of the real name. If you want to choose the best name not only for a person but for a business too, then consider the article I had written on

    III. Letter from... AdAge.

    Dear Colleague,
    Help celebrate our 75th Anniversary! Right now, take advantage of a special offer to subscribe to Advertising Age.
    You may already know that Advertising Age is the premier magazine covering advertising, marketing and media. But you may not be aware of some additions we've made recently.
    In November, Point was launched. Point is the new monthly magazine that focuses on marketing at the C-level and takes a provocative look at the big names, ideas, issues and debates that drive marketing today. Point is included with your paid subscription to Advertising Age.
    Also in November, we launched the Digital Edition of Ad Age. It's the full content of the magazine, now on your computer. Available on Sunday evenings, it gives you a jump start to the week ahead. For a limited time, we're offering this electronically delivered Digital Edition to new paid subscribers.
    Take advantage of this special offer and celebrate with us. For a limited time, we're offering a special rate of just $99. That's 51 weekly print issues of Advertising Age, electronically delivered issues of the Digital Edition, and the monthly supplement Point. Now we all have a reason to celebrate! Subscribe today!
    Stacey Fink
    Circulation Manager--Advertising Age

    IV. Remix.

    Traditionally, at the eve of the summer, DMLR*News is going to introduce the first books yuo'll need for reading on the move.
    Sales and Marketing Books are suggested just by
    • "Evaluate Vendors Across All Phases of Relationship Marketing" by Herschel, Gareth. (Appropriate vendor support for the five phases of an evolving campaign management strategy is critical. Choosing the best vendor for each stage requires precise understanding of their relative strengths and capabilities).
    • "Criteria for Building the B2C E-Commerce Magic Quadrant" by Arner, Adam. (Business-to-consumer e-commerce is moving from a transactional to a customer-centric process. E-marketing and e-commerce are evolving into a single, integrated solution, requiring new criteria for evaluating vendors and products).
    • "Redefine Marketing Processes to Drive Customer-Centricity" by Collins, Kimberly. (Guide the customer-centric enterprise and effectively support customer relationship management strategies by defining and automating processes, and ensuring the flexibility to change processes over time).
    But don't forget many other suggestions passed through the lines of and above all the Library as of June 2004 or the evergreen Book Collector as of July 2000. Finally, if you don't want to spend a large amount of money on Internet bookstores, there are several options such as the Marketing Magazines.

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English on
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the email marketing too...
    For example, what is the difference between Cost Per Inquiry (CPI), Cost Per Thousand (CPM) and Cost Per Order (CPO)? Compare these terms onto the DM Glossary (pt.1)!

    VI. Linked Resources.

    Netmechanic helps webmasters improve the efficency of web site pages for the search engines. If one submitted a web site to SE, but it's not in the first two result pages, it may need to turn to NetMechanic's Search Engine Power Pack that contains tools to optimize one's site for a top ranking. Learn more about Power Pack at
    Find other useful Web locations and suggestions on the sub-list Promotion at DMLR's Guide to Internet marketing!

    VII. MyQuiz.

    People use different browsers when cruising the Internet. What is the actual browser market share considering Internet Explorer, Netscape, Firefox and the marginal ones?
    Find answer on from next July on.
Copyright 2005 - All rights reserved (except where indicated). Issued: June 15, 2005.
Roberto Dondi --word processing, HTML and the ropes.