webdesign, Author at Chief Marketer

Q&A with Balsam Brands CTO: Give the data team better tools

Balsam Brands CTO France Roy sits down with Multichannel Marketer to discuss how BalsamHill.com will better use its data to identify high-value customer segments and drive higher conversion rates. Balsam Brands chief technology officer France Roy needs its data and analytics team to do more than just pull reports. The team needs to […]

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Marketers

Can E.L.F. Cosmetics Become A Consumer Destination, Not Just A Brand?

For a startup, 20 years can feel like a long time. But for e.l.f. Cosmetics, the upstart beauty brand that made good, it doesn’t feel that way. “We might be pretty big right now,” e.l.f. Chief Brand Officer Laurie Lam told AdExchanger. “But we are not a leader, necessarily, in the sense that we don’t […]

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Trade Shows

Trade Show Industry Updates: News, Data, Trends

Welcome to this month’s exhibit industry news digest for corporate trade show marketers, featuring intel on research, trends, people and company updates. Data Younger generations are more focused on a holistic trade show experience with emotional connection, ambiance, convenience and unique moments making them more willing to revisit these events in the future, according to […]

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Trade Shows

Q&A: 10 Minutes with John Vertin of Skout’s Honor Pet Supply

“Last night was… not exactly legal,” read a sticker placed in the restroom at the Mandalay Bay Convention Center, featuring dogs getting chased by a police car down the Las Vegas Strip. Right outside of the pet supply trade show SuperZoo 2024, it was part of a provocative sponsorship campaign by Skout’s Honor Pet Supply […]

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Trade Shows

Field Report: Six Exhibit Trends from SuperZoo 2024

Golden nose prints and doggy drinks, along with every type of pet food, accessories and equipment, were on tap at SuperZoo 2024, which brought about 18,000 pet industry professionals to the Mandalay Bay Convention Centers in Las Vegas, Aug. 14-16. Dubbed the “marketplace at the crossroads of pet culture and business,” the trade show was […]

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B-to-C Events

Hot Property: How the Hamptons Became a Hotbed of Experiential Activity this Summer

Just like hordes of well-to-do New Yorkers, several brands swapped the city for the coast this summer and escaped to the Hamptons, a collection of wealthy hamlets located on Long Island. The locale has historically attracted some ultra-high-end fashion houses, but 2024 brought other types of brands into the mix, too, including Sparkling Ice and […]

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CTV Roundup

How Sensodyne Is Optimizing TV Ads Using Attention Metrics

Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads. The Haleon-owned toothpaste brand also wanted to optimize for attention.

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Data-Driven Thinking

How TikTok Shop Is Redefining Social Commerce In The US

Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide in the coming years. In 2023, social commerce generated an estimated $571 billion globally. With a compound annual growth rate of 13.7%, revenues are expected to surpass one trillion dollars by 2028. In China, the social commerce market is […]

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Crisis Management

PR Roundup: Political Creators and Influencers, the ROI of AI and Crisis Help for Schools

PR Roundup looks at the potential impact of creators and influencers at the DNC, helping educators in crisis, and how an agency is revealing all the numbers on how AI has impacted its bottom line.

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Trade Shows

Small But Mighty: How Modest Booths Can Steal the Show

How often do attendees avoid walking down an aisle because it feels like an empty tunnel of doom? Bored salespeople on their phones and the overall sense of being bait are enough to make anyone turn on their heels and go for free coffee at a market leader’s sprawling exhibit. But small can be beautiful […]

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