February/March 2010
View the February/March digital edition here!
OR Subscribe to our print or digital editions here.
Features
Pitney Bowes Addresses a Shifting B-to-B Market
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...
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...
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,...
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,...
Editor's Note
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...
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...
CM Report
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...
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...
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...
Jackson Hewitt Hopes for Good Returns from Direct Mail
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...
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...
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...
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...
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...
Data & Analytics
Analytics Drives Frederick's Of Hollywood's Multichannel Strategies
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...
Ways Communications Can Create a Bulletproof Consumer/Brand Relationship
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...
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...
Measurement/ROI
Considerations for Measuring Catalog Influences on Web Sales
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...
Marketing Operations Management
Measurement and Media Planning are Key to Online Video Success
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...
The Chieftains
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...
Tip Sheet
Check out this month's Tip Sheets
Articles
Sweetriot Promotes New Candy Bar on Virgin America Flights
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...
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...
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...
Hershey Sweetens Direct Mail Results With Segmentation
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...
