Chief Marketer Staff, Author at Chief Marketer

A Step Ahead

You want fries with that? Ah, the classic cross sell: offering customers something that complements perfectly what they’ve already expressed an interest

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Sells Like Team Spirit

The New England-New York rivalry plays out regularly on baseball diamonds and football fields. But online, who wins? We spent some time perusing the sites

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It’s Good to Be King

Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it and thrive on it. So business marketers

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Getting Personal

WHAT MAKES YOU tick? That’s a question that drives Laura Lang, president of Boston-based Digitas. My MBA from Wharton was in finance, but as I looked

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Femail Creations Starts a New Business

In 1996 Lisa Hammond was working as an office manager on a construction site in Las Vegas. The need to do something meaningful led her to start a catalog

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Think Before You Contact

In direct marketing the call to action is critical. If you capture how a prospect or customer historically responds via mail, the Web, inbound call, face

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What’s Next, a Pitch From the Hazardous Waste Unit?

HERE’S A NOVEL IDEA: Only a credit card company’s marketing department should craft its pitches. Its lawyers, operations and accounting people should

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Prism Restructures Marketing Group

Leslie C. Bacon has been named group publisher of Prism Marketing Media Strategies, a new unit that includes Direct, Multichannel Merchant, Promo and

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Viva Direct!

WHILE YOU’RE RELAXING on your upcoming vacation to San Francisco for DMA06 (yes, I laughed maniacally when I typed the word we’ll be in a constant flurry

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Nothing But the Truth

WHEN A NEW WRITER ENTERS the copywriting game, he or she studies the masters to see what they did and how they approached their prospects. When I started