Q&As
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Agencies
L.A. Sparks’ Fans Flock to Loyalty Program
The Women’s National Basketball Association’s (WNBA) Los Angeles Sparks team isn’t just serving up points on the basketball court anymore. It is engaging fans in a new loyalty program that lets game attendees earn points to redeem rewards.
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Agencies
Keys to An Effective Marketing Dashboard
By now, most marketers are clear on the need to improve their marketing effectiveness measurement. Unfortunately, the question of how still lingers broadly.
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Agencies
Using Metrics To Shape Your Direct Marketing Plan
Justification is the name of the game when it comes to determining a direct marketing budget. It’s no longer good enough to make generalizations about how much revenue you’ll make or what the margin contribution to your bottom line will be. Today, management wants to know what the ROI is going to be before releasing funds. And they want to see detailed proforma metrics as the justification, regardless of the size of the program.
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Agencies
Yuletide Metrics Sets Marketers’ Hearts Aglow
Online retailers will pull back from the physical world and move to the virtual one this December holiday season. And as they do, the metrics they use to evaluate their demand generation efforts have evolved.
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Agencies
Want ROI? Think Teamwork
(Promo) Thanks to improving data tracking tools, bean counters in the finance department might become defenders of marketing budgets during belt-tightening periods.
According to a study released last month by the Association of National Advertisers, 64% of self-described “successful” marketing program leaders engage a cross-functional team to keep marketing accountable. (MarketingROI, July 27, 2006). -
Agencies
Premiums Makers Rally Against California Law
Makers of glassware premiums are readying a push to support new federal legislation that would ease pressure on marketers in California.
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Agencies
Weight-loss Instructor Drops Suit Against My Coke Rewards
The weight-loss instructor who filed a lawsuit several weeks ago against the Coca-Cola Co. claiming that its popular My Coke Rewards program might prompt kids to drink so much soda that they could die or at the very least become obese, has dropped the suit.
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Agencies
Old Navy Blows Out Its ‘Best Week Ever’
Could this week be Old Navy’s “Best Week Ever” for back-to-school sales?
A multi-pronged tie-in with VH1’s hit show Best Week Ever drives traffic to Old Navy stores with an in-store instant-win game that awards prizes each hour. The top prizes: A walk-on role on VH1’s show; Chrysler Crossfires (four winners nationally) and tickets on United Airlines. Lesser prizes include Baskin-Robbins ice cream cones, a Best Week Ever sampler CD, compiled by VH1 and discounts on Old Navy goods.
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Agencies
Alltel Spin Off Launches with Green Tour
A month after Alltel Corp. spun off its landline business merging it with Valor Communications Group Inc. and forming the new entity, Windstream Communications, the new company has launched a Green Truck Tour in a 33-market grassroots effort to introduce its services to consumers.
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Agencies
Beaches Get ‘Wicked’ with Premiums, Buzz
Something wicked is brewing on New York and New Jersey beaches. In an effort to generate buzz around the Broadway hit Wicked: The Untold Story of the Witches of Oz, brand ambassadors are hitting the sand to dole out Wicked-branded premiums. …