June/Jully Issue 2009
Features
Screw It, Let's Ride
When it comes to iconic American brands, taking over the care and feeding of cycle maker Harley-Davidson probably ranks right below representing the Declaration...
Rubber, Meet Road
For Both Its Traditional Riders and These New Prospects, Harley is deploying every tool in the digital marketing kit, from Facebook pages to online video...
Offer or Creative – Which Has the Stronger Pull?
What works better in a down economy, a crackin' offer and incentive, or innovative creative that builds the brand positioning? We offered a taste of Ron Jacobs and Paul Kuzma's thoughts in the June/July issue of Chief Marketer. For their full arguments, read on…...
Cheerwine's Time Has Come for a National Brand Push
What is it about carbonation and the Confederacy? Coca-Cola, Pepsi, Mountain Dew and Dr Pepper all have Southern roots and all have grown into global...
Does Your Branding Measure Up?
It's no secret that today many brand marketers are taking cues from direct marketers. They're making their campaigns measurable and discovering the power...
The Essentials
Study Do a thorough marketing audit of your current and past marketing activities, competitor data, customer and prospect profiling/modeling, and primary...
Editor's Note
Don't Play Dead
Last Month Verizon Wireless Lost Me as a Customerand then won me back a few days later. One recent weekend, I lost my phone. What was I to do? I was still...
CM Report
Hyatt's Year of Living Loyally
How do You Promote a Lodging Loyalty Program when businesses are slashing travel and consumers are perfecting the stay-cation? Chief Marketer spoke to...
Chicken Fighting
Sometimes Attack Marketing Works Out even better than the commanders strategized. Take Southwestern chicken chain El Pollo Loco. When KFC launched grilled...
CATALOGS: Once Upon a Down Economy
As for most marketers, the last year or so hasn't been exactly magical for Fairytale Brownies. Still, thanks to a plan of targeted marketing and budget...
Creamy Loyal Center
Everyone loves giving gifts. And everyone loves getting something for themselves even more. That's why the perks of Godiva Chocolatier's first-ever loyalty...
E-Mail: Wineries Uncork the Web
For the Monterey County Vintners & Growers Foundation (MCVGF), print mailings were once considered the strongest promotional grapevine. Today, rising...
Hotel Chocolat Checks In to US Market
London-based Hotel Chocolat quietly moved into the American market last year, taking an under the radar approach to launching its brand online. But the...
The Reality of Realty
Sarah Bandy is a real estate agent in the upscale NYC suburb of Colts Neck, NJ. In The Amazing Race that is today's market, she wants to be a and she...
MOBILE: Wiping for a Better Tomorrow
APPS ARE SWELL. They put restaurant guides and the ability to generate fart sounds at will right in your pocket. But can they raise a nonprofit's profile...
Measurement/ROI
Connecting with the Disconnects
For Internet service provider EarthLink, silence really is golden. The company regularly analyzes its customers with an eye toward identifying those likely...
Big Bang Theory
In the Down Economy, more consumer packaged goods (CPG) companies are turning online to connect with consumers and offer discounts. Many studies have...
What's a fan worth?
Sure, it makes sense for most businesses to follow their customers into the world of social media. But before doing so, they must have a firm grasp on...
Data & Analytics
Quicksilver Prospecting
Newspaper readers, if one believes what one reads in newspapers, are rare birds. And they're getting rarer all the time, much like print editions of papers...
Shift Your Focus
Many organizations have figured out how to use data to better serve their customers. It helps them optimally stock grocery aisles, price hotel rooms,...
CM Listline: A Digital Spin on Insert Media
Traditional Insert Media Programs come in many flavors, like package inserts, ride-along programs and statement stuffers. These programs have been around...
Marketing Operations Management
Corporate Culture Shock
Hurrah for modern times, when marketers are seen as the natural caretakers for business operations, and all data systems are accountable and integrated....
The Chieftains
The Chieftains
QUESTION: IS GREEN MARKETING HERE TO STAY? or ARE OTHER FACTORS SUCH AS PRICE OR VALUE LIKELY TO OUTWEIGH ECOLOGY IN CUSTOMERS' VALUES? AVI SAVAR, FOUNDER...
