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Volume
Two
Issue Five
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Welcome
to the May 2004 issue of Patron Technology's
E-Marketing Tips & Techniques. In this
issue, we'll give summer reading suggestions,
highlighting three eBooks you might have
missed.
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| An
eBook: The Perfect Inspiration Creator
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In
need of a little inspiration? Sure,
a trip to the library or the bookstore
almost always gets the creative juices
flowing, but what if you don't feel
like leaving your desk? An eBook might
just be what you're looking for.
eBooks offer arts marketers a way to
be inspired by some of the leading thinkers
in the corporate world. Some eBooks
are in PDF format and written specifically
to be published on the Internet; other
eBooks are HTML-formatted online versions
of 'real world' books. Most eBooks are
free, as eBook authors realize the long-term
value of sharing their experience and
expertise.
So the next time you're struggling to
find your muse, or you have a free moment
to do a little professional development
reading, consider curling up with an
eBook. We'd like to recommend a few
of our favorites.
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| Unleashing
the IdeaVirus |
Seth
Godin, who coined Internet terms like
'permission marketing' and 'viral marketing'
offers the 'most read eBook of all time'
for free-not even requiring registration
or an e-mail address. In 'Unleashing
the IdeaVirus,' Seth urges marketers
to realize that they aren't, and never
will be the center of a successful marketing
universe.
"We live in a world where consumers
actively resist marketing. So it's imperative
to stop
marketing at people. The idea is to
create an environment where consumers
will market to each other."
Is your team deciding the pricing for
a limited edition print or an annual
gala ticket? Should you contact a reporter
at the New York Times or the writers
of a popular New York-based arts blog
to get the biggest buzz about your event
or cause? If you have questions about
how to actively enable and encourage
your audience to pass the word, read
this eBook first.
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| Click here to Catch the
Ideavirus (in PDF format)... |
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| The
Cluetrain Manifesto |
Penned
in 1999, this dot-com era book is still
extremely relevant to marketers even
after the dot-com bust. The four authors
subtitled the book 'The End of Business
as Usual,' and they weren't kidding.
From their 95 Theses (1. Markets are
conversations. 2. Markets consist of
human beings, not demographic sectors)
to the 'EZ Answers' chapter that implores
companies to listen, *really* listen
to their front line employees, Cluetrain
reiterates the value of both talking
and listening.
Are you talking to your donors, patrons,
volunteers and corporate sponsors in
a way that truly resonates? Or are you
hovering a little too close to keeping
your 'institutional' voice? If you've
ever wanted permission to make the tone
of all your e-marketing efforts a little
more accessible, this eBook will back
you up.
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| Read the Cluetrain Manifesto
(in HTML format) here... |
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| 99
Cows |
Another
Godin eBook, this one serves a compliment
to his wildly successful 'real' book,
'Purple Cow.' In 'Purple Cow,' Seth
tells marketers to stop trying to market
a product, service or organization after
the fact, and start getting involved
in making the product, service or organization
more marketable from the start. "If
you keep making average products for
average people," says Seth, "you're
going to fail."
99 Cows takes the Purple Cow concept
a step further, outlining 99 real-life
case studies of businesses and organizations
actively engaging in the practice of
being risky and remarkable. He tells
how hotelier Ian Schrager is making
millions of dollars by offering an 'un-Hilton'
and how BandMerch brought together a
Linkin Park CD, the Internet, and a
pair of shoes in a way that exemplified
the true power of cross-marketing.
Are you so busy trying to serve the
masses that you're ignoring your niches?
Are you creating awareness and a sense
of urgency in every online and offline
marketing campaign? One of Seth's 99
short, easy-to-read case studies is
sure to spark inspiration.
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| Click Here to Download the
eBook... |
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Please watch for the next issue of "E-Mail
Marketing Tips & Techniques" coming on
June 16, 2004.
Our mailing address is 850 Seventh Avenue,
New York, NY 10019
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