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February/March 2010 Issue

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Check out this month's Tip Sheets

Features

Feb. 1, 2010

article

Chief Marketer

Off the Meter

When you hear the name Pitney Bowes, as a marketer, your mind might immediately go to the mailbox postage meters for big and small enterprises, direct...More
Feb. 1, 2010

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Chief Marketer

Should You Wish Upon a Star?

Tiger Woods has everyone talking about celebrity endorsements and how they can have a negative effect on your brand. But there's a reason why athletes...More
Feb. 1, 2010

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Chief Marketer

Are celebrity endorsements a sound idea, or not worth the hassle?

Interbrand annually ranks in the top 100 global brands. Here's their top 10 in descending order from 2009: Disney, Intel, Toyota, Google, McDonald's,...More
Feb. 1, 2010

article

Chief Marketer

Leading Questions: Chief Marketer's First Prospecting Survey

It's become an axiom for these cost-conscious times: It's cheaper to retain or reactivate a current customer than to acquire a new one. In recent quarters,...More

Editor's Note

Feb. 1, 2010

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Chief Marketer

Late Night Brand Bungling

IF YOU WANT TO SEE A GREAT EXAMPLE of how to completely ruin your brand positioning, turn your dial to NBC. Until the early 1990s, the Peacock Network...More
Aug. 1, 2009

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Chief Marketer

Editor's Note: Dog Days and Holidays

Every Year at This Point, just at the turning of July to August, I experience a moment of complete calm. It's a perfectly balanced time when everything...More

CM Report

Feb. 1, 2010

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Chief Marketer

Greco Out at DMA—Now What?

Following a board member's allegations of bylaw violations last fall and member ire about his steadily escalating salary, Direct Marketing Association...More
Feb. 1, 2010

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Chief Marketer

Climb on the Bing Bus

PROBLEM: How do you make an impact on attendees at a trade show with 2,500 exhibitors and a floor that sprawls over an entire convention center and into...More
Feb. 1, 2010

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Chief Marketer

Walmart's Parading Pet Promo

Hasbro's Littlest Pet Shop is running a promotion in February that would be any brand marketer's dream. In February, kids waving flags will parade through...More
Feb. 1, 2010

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Chief Marketer

Tax Returns 1

Jackson Hewitt Tax Service is looking to garner response rates as high as 65% to a five million piece direct mail campaign this tax season. In a departure...More
Feb. 1, 2010

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Chief Marketer

Q&A: Sears Takes the Amazon Route

Retailer Sears is remaking itself for the 21st century. That's no mean feat for a 124-year-old brand that helped found catalog sales, but Sears Holdings...More
Feb. 1, 2010

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Chief Marketer

Giving on the Go

Have you given a donation via your mobile device to benefit Haitian relief? YES 18% NO, but I've donated through other means 40% No, I haven't made a...More
Feb. 1, 2010

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Chief Marketer

Cruise Lines Sink Branded Search

There's an iceberg ahead for travel agents who represent cruise operators. While they're still encouraged to fill berths on ships, they won't be permitted...More
Feb. 1, 2010

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Chief Marketer

Super Bowl's Broken Field

In the run-up to Super Bowl XLIV, the marketing news is as much about which brands are not taking the field on Super Sunday. While ad prices dipped for...More

Data & Analytics

Feb. 1, 2010

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Chief Marketer

Data Can Be Sexy

There's no shortage of puns and wordplays that come to mind when thinking about the marketing strategy of a retailer like Frederick's of Hollywood. But...More
Feb. 1, 2010

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Chief Marketer

Become Invulnerable

As both media and audience segments become more fragmented, marketers have to work harder than ever to create and keep loyal customers. But the extra...More
Feb. 1, 2010

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Chief Marketer

Here Come the Social-lists

A NEW BREED OF HAS RECENTLY ENTERED THE DIRECT MARKETING COMMUNITY They aren't changing society and they don't have a political agenda, but they may be...More

Measurement/ROI

Feb. 1, 2010

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Chief Marketer

Matchbacks Made Easy

Both traditional retailers and pure-play online e-tailers use multiple channels to attract buyers and drive sales. For digital efforts that can be linked...More

Marketing Operations Management

Feb. 1, 2010

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Chief Marketer

Watching the Watchers

Congratulations! Your online video went viral! People are watching it repeatedly and reposting it all over the Internet. But what does it all mean? How...More

The Chieftains

Feb. 1, 2010

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Chief Marketer

Chieftains: Who is the Best Celebrity Pitchman (or Woman) and Why?

QUESTION: WHO WOULD YOU SAY IS THE BEST-EVER CELEBRITY PITCHMAN (OR WOMAN), AND WHY? MATT JONES, VICE PRESIDENT, CREATIVE STRATEGY, JACK MORTON WORLDWIDE...More

Tip Sheet

Dec. 1, 2010

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Chief Marketer

Mail Helps Garden Firm Grow

Gardening products marketer Converted Organics is using direct mail to seed both consumer and B-to-B marketing and brand awareness campaigns. We found...More
Oct. 25, 2010

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Direct

Money-Saving Tips for This Winter

Money-Saving Tips for This Winter...More
Oct. 4, 2010

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Direct

Email, Social Media, and a New Model: RFMA

It’s apparent that email marketers and service providers are taking ownership of social marketing. One reason: Email marketers have already proven themselves at creating accountable, effective communication strategies—which is what savvy social media marketing boils down to....More
Oct. 22, 2010

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Direct

Five Tips for Complying with the Can-Spam Act

Given how complex marketing has become, it’s easy to make the sort of careless mistake that can lead to big problems. With that in mind, here are five easy tips to ensure that you honor the Can-Spam regulations....More
Oct. 1, 2010

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Chief Marketer

Pull the Trigger on Abandoned Carts

Abandoned-cart e-mail programs in which you send triggered e-mails to visitors who left your site without purchasing the items they'd placed in their...More
Dec. 1, 2010

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Chief Marketer

Web Tips: Video Without Tears

For many Web marketers, video is a two-edged sword. They know that visitors are more highly engaged by a website that contains sound and motion, but creating...More
Dec. 1, 2010

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Chief Marketer

Even Minus Clicks, Digital Media Works

If you're a brand marketer and feeling the temptation to cut back on your search marketing or display budget on the rationale that people don't click...More
Oct. 1, 2010

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Chief Marketer

Did You Know? Google Search

2 to 5 seconds is what Google says its new predictive Instant Search will save the average searcher, showing search results for what Google thinks you're typing before you've finished...More
Dec. 1, 2010

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Chief Marketer

Easy Stages to Mobile

It's no shocker that more people are accessing the web today via mobile devices than ever before. A July 2010 study from the Pew Internet & American Life...More
Dec. 1, 2010

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Chief Marketer

A Head Count for Mobile Ads

First come the ads, and then, as night follows day, must come the metrics. That's the rationale behind new guidelines for measuring the impact of mobile...More
Oct. 1, 2010

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Chief Marketer

Mobile March of the Penguins

It's got football and baseball, sure, but basically Pittsburgh is a hockey town. After all, the Pittsburgh Penguins have brought home three Stanley Cups,...More
Nov. 2, 2010

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Promo

SuperFruit Juices Sales Jump 30% on Buy-One-Get-One-Free Promo

Genesis Today, the maker of SuperFruit Juices, made the most of testing a sampling campaign by staging it in close proximity to one of its production facilities so the logistics of supplying product...More
Dec. 1, 2010

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Chief Marketer

When, Where and Why; Tips for Live Events

Planning a live event? If you want it to be a success, don't forget the basics, like: MESSAGE: Make sure the on-site elements and activities effectively...More
Dec. 1, 2010

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Chief Marketer

Four Wheels for Four Legs

Mitsubishi is the official vehicle sponsor for the Chicago Chapter of PAWS, the city's largest No Kill humane organization. The running group Team Paws...More
Dec. 1, 2010

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Chief Marketer

Eye Popping Packaging: The Shelf Appeal of Holograms

Holographic packaging can add shelf appeal and draw consumers' attention. The latest advances in film coating and manufacturing technology have opened...More
Sep. 30, 2010

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Promo

Five Tips in Designing Environmentally Friendly P-O-P

Earlier this year, Walmart began a new initiative to grade and score products by answering questions like: Is this product easier to recycle? The retail titan is making markters rethink the way they build P-O-P displays...More
Dec. 1, 2010

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Chief Marketer

Make Logo Bearing Freebies Worth It

Distributors of promotional products reported a 9.4% increase in sales, to $7.8 billion, for the first half of 2010, according to the Advertising Specialty...More
Oct. 21, 2010

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Promo

Aloft Hotels Uses Digital Tags as Sweeps Entries

Aloft Hotels is trying something new: scattering digital tags around its hotels for customers to search for...More

Articles

Aug. 1, 2009

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Chief Marketer

Selling in the Sky

The New York-based candy maker is promoting the $3 bar 65% dark chocolate with crunchy cacao nibs by offering it on Virgin America flights starting this...More
Aug. 1, 2009

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Chief Marketer

Brands Out Front at BlogHer '09

For a conference of female citizen journalists, last month's BlogHer '09 in Chicago sported some marquee names, including Tina Brown, Paula Deen and Tim...More
Aug. 1, 2009

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Chief Marketer

Q&A: WWE Squares Off Against Slump

World Wrestling Entertainment has grown from a small regional organization to a global entertainment empire generating $526.5 million in 2008, an 8% jump...More
Aug. 1, 2009

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Chief Marketer

Sweet Segments

Hershey Entertainment and Resorts has increased its revenue by 17% and room bookings by 10% over the past year, thanks to segmenting direct mail to its...More

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