Consumer Marketing

West Elm: Come for the Shopping, Stay for the Night?

March 7, 2017 |  by Beth Negus Viveiros

In a move to extend its brand, furniture retailer West Elm is planning to open boutique hotels in five cities.

Marketers’ Most Wanted: LGBT

March 7, 2017 |  by Sherry Chiger

In the Most Wanted series, Chief Marketer looks at some of the top demographic segments marketers need to target in 2017. In this week’s spotlight, the LGBT community.

King’s Hawaiian Shuns Agencies; Lifts Sales Big Time

March 3, 2017 |  by Patty Odell

Erick Dickens joined King’s Hawaiian with a tough task, grow the brand, build a marketing team and don’t expect much of a budget, yet he prevailed.

Brawny Man, Cast Off in Favor of Strong Women

March 2, 2017 |  by Patty Odell

Brawny’s #StrengthHasNoGender campaign spotlights four “strong and resilient” women as the centerpiece of an integrated campaign—with some new updates.

The Oscars, A Night of Mix-Ups and Standout Marketing

March 1, 2017 |  by Patty Odell

Storytelling, a growing marketing strategy on all channels, was the theme of the night for TV spots at the Oscars.

Mobile Budgets Up, Leadership Teams in Place: Adobe Mobile Maturity Survey

March 1, 2017 |  by Patty Odell

Real advancements are taking hold for mobile marketers, including tactics to measure the effectiveness of mobile and teams to create and publish mobile apps.

Snap a Guinness Mustache to Benefit Charity

February 28, 2017 |  by Patty Odell

The Guinness mustache, achieved with the first sip of the stout, is the focus of a social media campaign just in time for St. Patrick's Day.

Virgin Atlantic Rallies Seattle With Free Flight Contest

February 27, 2017 |  by Patty Odell

The “Reignmakers” contest is one component in a two-day extravaganza, including street teams, flight attendants, swag, influencers, food and free flights.

Allstate Revamps “Worth Telling” Content Marketing Campaign

February 27, 2017 |  by Patty Odell

Georgina Flores, vice president of product marketing for Allstate, talks about the importance of social media and how it markets Worth Telling consumer events.

Beware the Legal Traps Hiding in Freemium Games

February 27, 2017 |  by Joseph Lewczak

Any tech start-up interested in creating the next Angry Birds or other freemium games, here are some important legal issues to consider before you get started.