This
is the first HTML version of our e-newsletter -- you've been
getting it as a plain text email. I know, it took me awhile, but I wasn't
convinced until recently that e-mail programs were entirely ready for
all those graphics and links. Recent improvements in technology prove
that things have changed in the world of email marketing, and I'm
hearing that HTML e-newsletters are read more often than plain
text e-zines, and that they have a higher click-through rate --
meaning that readers will click through to visit websites, order products,
forward articles, or do whatever other call-to-action the e-zine publisher
is after.
Will you do me a favor and let me know if you think what I'm hearing is correct? Send me an email at marcia@hoeck.net and tell me if this newly designed Marketing Tips is better than the plain text version -- or not! -- and why, and I'll publish your answers in an upcoming issue. Put "HTML e-zine" in your subject line so I'll be able to spot your replies.
Thanks so much! And, oh, something else -- if
you're only signed up for one of the three versions of Marketing Tips
that we publish -- Marketing Communications, Organizational Communications,
and Foodservice Marketing -- you'll be getting
issues more often now. We're now publishing all three versions monthly.
P.S. Don't
forget to pass this issue on to friends and associates using the "Forward
to a Friend" link above! Just keep the entire issue
intact and unaltered.
The fact that Atkins Nutritionals filed for bankruptcy in 2005 suggests that
the low-carb craze is dead. Here are some new trends that might fill the
void for the coming year:
1. More fiber and whole grains
General Mills recently announced that its bakery division would start
using white whole wheat flour for some of its products, including cinnamon
rolls, croissants, and puff pastries. Kraft’s Nabisco snacks
division has already launched 100% whole grain versions of Chips Ahoy!,
Fig Newtons, and other popular products. Other manufacturers are increasingly
incorporating whole grains into their products.
2. Disease prevention
Look for “healthy” foods to become more condition-specific.
Some foods now claim to lower cholesterol, control blood pressure, or
address the concerns of osteoporosis or diabetes. Dannon yogurts now
offer the Activia probiotic line, which claims to help regulate the digestive
system.
3. Senior shoppers
With the baby boomers starting to enter their sixties, some food manufacturers
are anticipating and addressing their needs as seniors. For example,
Proctor & Gamble now sells a Folgers AromaSeal coffee canister with an easy-grip molded
handle which is endorsed by the American Arthritis Foundation.
4. More
organic foods
The $20 billion organic foods market will only increase in size in
the coming year. Specialists like Whole Foods will soon be facing
tough competition from Wal-Mart, which is looking to expand its organic
offerings. The retailer already sells some organic products, like
brown flour, packaged salad, carrots, tomatoes, and milk. Wal-Mart
has since announced its intention to become a premier retailer of
natural foods.
Source: CNN
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Special Reports:
Developing
Brands that Connect — Part 1: Finding Your Brand Values
Developing
Brands that Connect — Part 2: Your Brand's Character
and Personality
"For the past 10 years, if I had tough
messages to deliver visually,
I would only call Hoeck Associates."
— Laurie Barnes,
Mercer Human Resource Consulting
Proofreading Services
Did you know that Hoeck Associates offers proofreading services? Here's the skinny:
The proofreading we offer is more than just checking to see that edits were performed correctly -- though we can help you with that if you need us to. Instead, we proof holistically. This means we're asking, "Does this make sense? Is everything consistent, from the colors on the page to the use of company-specific terms? Are the rules of proper grammar, punctuation, and capitalization being followed?"
We refer to the Chicago Manual of Style and the Associated Press Stylebook as our style guides when there is a dispute, as there are often several correct ways to punctuate, capitalize, etc.
Need more information?
Call Debi Lewis at 419.472.8808 or email her at debi@hoeck.net.
Published by Hoeck Associates, Inc.
© February 2006 All rights reserved
4461 W. Alexis Rd.
Toledo, OH 43623
419-472-8808 tel
419-472-8676 fax
www.hoeck.net
marcia@hoeck.net
