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Home > Chief Marketer > Magazine Issues > August/September 2010 Issue

August/September 2010 Issue

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Check out this month's Tip Sheets

Features

Editor's Note

CM Report

  • Aug. 1, 2010
    article
    Chief Marketer

    Behind the Scenes at the Latest DEWmocracy Campaign

    The people have spoken, and Mountain Dew's newest citrus flavor, crowd-sourced for a year and due to hit store shelves in late August, is White Out. But...More
  • Aug. 1, 2010
    article
    Chief Marketer

    NWF Moves Quickly on Spill With Direct Mail

    Timing is everything in dealing with a news-focused fundraiser. When an oil rig exploded on April 20, spilling oil into the Gulf of Mexico and threatening...More
  • Jul. 23, 2010
    article
    Promo

    Sweet Treats for a Tweet

    From her desk in midtown Manhattan, a woman tweets out a message to Ben & Jerry’': Can they have the "Scoop Truck" stop by her office so she and her friends can get a free sample of some of its new flavors...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Ben & Jerry's Lids Sinc With iPhone App

    Besides its Twitter tour, the Vermont ice cream superpower has launched another way to get people in touch with its treats: an iPhone app that makes visions...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Credit Card Helps Intercontinental Check in With Top Travelers

    Chase Card Services and the InterContinental Hotels Group used direct feedback from their frequent travelers to design a new credit card product, the...More

Data & Analytics

Measurement/ROI

Marketing Operations Management

The Chieftains

Tip Sheet

  • Aug. 1, 2010
    article
    Chief Marketer

    Resolve Your Direct Mail Deliverability Issues

    If approved, the latest proposed postal rate increase will likely take effect in early 2011. With that on the horizon, now is a good time for mailers...More
  • Jun. 30, 2010
    article
    Direct

    The Next Generation of Direct Mail Is Here

    Combining traditional direct mail tactics with new, interactive capabilities is a cost-effective way for every business—particularly small and midsize businesses without large marketing departments—to produce a higher return on their investment and generate business leads....More
  • Aug. 1, 2010
    article
    Chief Marketer

    Advice for Successful E-mail Appending

    E-MAIL APPENDING, in which a data provider supplies you with the e-mail addresses of customers for whom you already have postal addresses and other information,...More
  • Aug. 1, 2010
    article
    Chief Marketer

    4 Oft-Overlooked E-mail Metrics to Track

    Some metrics, such as open rates, get much more scrutiny than they arguably warrant (see E-mail Metrics That Matter, page 17). Others, though, are criminally...More
  • Aug. 17, 2010
    article
    Promo

    Sears Rolls Web Site Targeting Puerto Rican Market

    When it comes to targeting Hispanic consumers, most online merchants take an approach that centers on simple translation of their Web site...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Meta-Movies: Consumers Watching More Online Video Than Ever

    New research from Frank N. Magid Associates finds consumers watching more online video than ever. Half of Internet users now say they watch Web video...More
  • Aug. 1, 2010
    article
    Chief Marketer

    iAds and iPads: App-Based Ad Targeting

    NO MATTER HOW YOU GRAB HOLD OF IT, iPhone 4 was good for Apple's revenues. And the iPad hasn't hurt either. The company posted a 61% year-over-year gain...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Papa Gino's Sweeps Boosts Data Collection

    A quick way to add quality names to your loyalty program database is to run a sweeps with a rock-solid match between the prize and the appropriate demographic....More
  • Aug. 1, 2010
    article
    Chief Marketer

    Get Social With Incentives

    Know Your audience: Understanding the psychographics and technographics of your audience is paramount. What are their triggers and inhibitors? What motivates...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Idea to Steal: Package Deal

    Putting a high-end premium in a cheap, no-frills package can defeat the whole purpose of a given campaign. Think about the context of the promotional...More
  • Aug. 1, 2010
    article
    Chief Marketer

    As Seen on TV—And Beyond: DRTV Trends and Tips

    DRTV TRENDS AND TIPS FOR THE INTERNET ERA Chief Marketer recently chatted with Robert Medved, CEO of Cannella Response Television, LLC, to get his thoughts...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Be Honest in DRTV and Embrace the Web

    Remember the scream and sell infomercials of yesteryear, with over-the-top claims that exaggerated a product's benefits? For smart marketers, those are...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Lunchbox Wars: Hillshire Farms Throws Down the Tasting Gauntlet to Moms

    Moms, Hillshire Farms is throwing down the gauntlet and it kinda smells like ham. Before school gets back in session, the brand is calling on lunchbox-packing...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Vehicle Shopping Tips for Your Next Road Show

    When StarKist asked Grand Central Marketing to handle a vehicle tour over the summer to promote the healthy benefits of tuna, the agency chose an Airstream...More
  • Aug. 1, 2010
    article
    Chief Marketer

    Events: Dirty Streets Make Great Canvases

    City streets have a well deserved reputation for being filthy. And whether that's a good or bad thing depends on your perspective. GreenGraffiti, a company...More
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