Chief Marketer Staff

• Agencies

  Pretty Pictures, Little Else

  Marketing guru Jonathan Salem Baskin has just published a book called Branding Only Works on Cattle. The publisher is promoting it this way: Most people

• Premium Connections

  Believe it or not, those pens and calendars handed out at trade shows make a lasting impression. Of the 71% of business people who received a promotional

• Agencies

  The Big Easy

  Database marketing has become socialized. It used to be the province of the biggest firms. But no more. For one thing, software has been improved so that

• Agencies

  Service Pays

  Nissan USA has been pulling a response rate of about 6% to a 1.1 million-piece mailing it sent out earlier this summer. Long-standing customers were offered

• Agencies

  A Steady Clip

  The Sunday paper is still many consumers’ go-to resource for their weekend dose of The Family Circus. But when it comes to getting coupons to feed their

• Agencies

  Past Tense

  Yeah, sure. Tell us all about how the world has changed in 20 years. Let’s seein 1988 we were talking about Gary Hart’s womanizing. Disgraced in ’87,

• Agencies

  All Mixed Up

  Creating an effective campaign in today’s chaotic, competitive multichannel marketing environment is anything but easy. But you stand a much better chance

• Agencies

  Can This Woman Save Direct Marketing?

  Linda Woolley has just signed on for what’s arguably the biggest challenge of her career. But judging by her r she’s been gearing up for it for more than

• Agencies

  False Measure

  The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment

• Agencies

  Retiring But Not Laid Back

  MassMutual’s Retirement Services division is using e-mail newsletters to promote its products to brokers and investors. Our distribution model consists