Dear Reader,

This weekend was "Family Weekend" at Mizzou, where my daughter is a freshman. We skipped football but managed to have a good time anyway J - and stumbled across a business strategy lesson as well.

The lesson is disguised as a fun corn maze at Shryocks Callaway Farms near the University (Mizzou's mascot is a tiger - hence, the tiger head.). The Shryocks began planning the maze last year and have it open for business through the 2002 growing season. They run a real farm, so when the time comes the Shryocks will harvest the corn and sell it. For now, they charge admission to the tune of $6.00 a person. As an added incentive to guests, each person who finds the six checkpoints placed throughout the maze (without using the map) gets an entry into a drawing for a free bicycle.

We can all learn a strategic lesson from the Shryocks: They've found a way to generate incremental revenue by expanding use of an existing asset. Under normal circumstances the corn field would sit idle throughout the growing season, earning nothing while the crops grow. This year - in addition to yielding a cash crop - the corn field generates revenue all Summer and into Fall.

Enjoy,
Bobette

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P.P.S. I can better tailor the newsletter contents if I know your interests. Please take a moment to flesh out your profile through the link at the bottom (This is also where you can change your newsletter format or - gasp! - be removed from the list.).

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	Web WebSiteMarketingPlan.com

Strategy Article
"Case Study: Launching WebSiteMarketingPlan.com"
by Bobette Kyle

The Challenge: To gain online credibility and be heard in a crowded and often hype-filled category.

The Approach: Develop a site marketing plan that focuses first on "awareness" and "interest". Then, later, on "trial" and "purchase".

The Results: More than 10,000 total visits (8,000+ unique visitors) in September 2002. Top-5 Google rank for key phrases "Internet Marketing Plan" (since 6/2002) and "Website Marketing Plan" (since 5/2002). Top-10 rank for "Marketing Plan" (since 5/2002).

Read the full article.

About the Author

Bobette Kyle has more than a decade of experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management. She is author of the strategic Marketing Plan Guide How Much For Just the Spider? Strategic Website Marketing.

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Need a More Effective Site?

Learn planning methods and promotional tactics to jumpstart your Website. Get a free look at the marketing plan guide here.

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Startup Journal
Last issue I published "Brainstorming with Props: Goodie Bags and the WSJ", which suggested using the The Wall Street Journal in brainstorming sessions.

Giselle Hudson wrote to say that where she lives, in the West Indies, exchange rates make the WSJ out of reach for her. She suggested using the Startup Journal, which is The Wall Street Journal's Center for Entrepreneurs. While the site does not include daily articles and commentary, it is free and there are several useful sections.

Thanks for writing, Giselle!
Her company is One to One Promotions Limited - A Direct Response Marketing Promotions company
Developing Ideas, Increasing responses (c)
onetoone@caribbean-solutions.com (site coming soon)

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Kenny takes you step-by-step through creation of a classified ad using the AIDA approach - Attention, Interest, Desire, and Action.

Read the full article.

About the Author

Kenny Love is an internationally syndicated business writer, business owner and the author of "Insuring Your Business Success!," a new e-book that presents a series of potent and vital articles on marketing online and offline. To receive more information, send a request to mailto:iybs@getresponse.com.

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Do you want to build your list...fast?

Paul Myers' Amazing List Machine shows you how.

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Administrative Notes
This newsletter is available in HTML and Text versions. You can change your version by clicking the Topica link at the end, adjusting your profile, and saving changes.
* How one gets onto the mailing list.
An email address is added to the newsletter mailing list only by request. This happens in one of three ways. Someone (hopefully you or someone acting on your behalf)...
1) typed and submitted the address into a subscription form or the list building tutorial on http://www.WebSiteMarketingPlan.com.
2) sent an email to: subscribe@WebSiteMarketingPlan.com.
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* Do this by:
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Copyright 2002 Bobette Kyle. You may forward this newsletter - in its entirety - to others.