Events

• Direct Marketing | Print

  The B-to-B Economy: Where B-to-B Marketers are Spending their Dollars in 2011

  Chief Marketer talked to several experts to get their take on where and how B-to-B marketers are spending their money in 2011

• Engagement

  Fanta Rolls New Global Campaign into Stores: Q&A

  Fanta may want its consumers to be “Less Serious,” but the bright and bubbly soda brand is very serious about unleashing its most unified and largest global marketing program to date aimed directly at teens and moms.

• Engagement

  Smartphones Get Heavy Use during Shopping: Study

  More than half of smartphone users look to their phones for some kind of help while shopping, according to new research from market research firm Chadwick Martin Bailey

• Engagement

  Why Near East Chose Seattle for its First Vehicle Tour

  Depending on where in the U.S. you live, you may or may not know what couscous is. The Near East brand, a marketer of couscous and other specialty side dishes, is about to change that by introducing its first mobile sampling tour.

• Engagement

  Coors Light/Bacardi: From Flash-mob to YouTube within 24 Hours

  On Tuesday evening over the course of about 30 minutes a flash-mob video was produced on the Las Vegas strip for both the Miller Light and Bacardi brands. The production was edited down to 2.5 minutes and is now up on YouTube with 1,016 views and counting.

• Engagement

  Checkup: Bounty and Special K Build their Health Credentials

  As we know, the healthy lifestyle movement is well underway and promotion is an effective way to build a brand’s credentials whether or not “health” has ever been part of their core positions. Let’s take a look—and lesson—from two distinct, long-established brands with powerful promotional concepts. One, Special K, begins its new messaging with a heritage of health; the other, Bounty, uses promotion as a way in.

• Engagement

  Retailers Make Hay By Responding to Negative Comments

  We all know that “listening” to conversations and comments about our brands on the social Web is very important, which is why social listening tools have become an indispensible part of marketing. But what marketers do with that information is even more important.

• Engagement

  Spring is in the Air: Time to Plan a Street Stenciling Promotion

  As a few warm days remind us that spring may not be too far away, it may be time to add plans for a street stenciling campaign. The eco-friendly promotions can add a spark to online contests, point the way to in-store campaigns or announce a new musical CD. Add some addition power by teaming the stencils with street reps that can hand out coupons or other promotional materials. This unexpected encounter is very interactive with consumers and it’s usually a low-cost solution that yields high-impact and results.

• Engagement

  Zippo Stages Musical Events to Build Sales in China: Case Study

  The Zippo Manufacturing Co. staged six musical events—one per month—in China to convert buyers and build advocates among younger adults.

• Engagement

  Packaging Toys isn’t Kid Stuff Anymore

  When confronted by myriad choices, kids are impulsive and can sometimes be more attracted by a competitors’ brand if the packaging is more compelling. That’s why the brand has to be fully leveraged in package design to remind the child about the attributes and perceived higher value of the brand that drove them into the store in the first place.