Q&As

The Hershey Co. this week breaks an on-pack and online sweeps leveraging its title sponsorship of Tim McGraw and Faith Hill’s “Soul2Soul II” tour.

Six Flags theme parks have rolled out a new loyalty club just for kids that offers its biggest fans a chance to extend their park experience via exclusive contests and insider news.

McDonald’s is out with the first of four summer promotions around Happy Meal premiums, tying the popular menu item with a top retailer and two major films.

Giftybox is putting its own unique spin on its incentive offerings, extending its regional gift-pass experience program nationally this summer.

Bath & Body Works was once again offering 2-ounce samples of its lotions to the crowds of attendees lining its booth at the recent Incentive Show after conducting a test to see how not giving out the samples would bode with attendees at last year’s Motivation Show. The answer? Attendees want some samples.

Greyhound Lines, Inc. has launched its first loyalty program called Road Rewards giving special offers to customers who purchase tickets on the transportation company’s Web site.

Drug store chain CVS boosts online shopping with a short-term promotion for its ExtraCare loyalty card

John Wanamaker, the father of the department store, described the classic dilemma in advertising: “I know half the money I spend on advertising is wasted, but I can never find out which half.” Direct marketers have long believed that they have the answer. But do they?

Buy Lisa Brodsky a celebratory beer the next time you see her. Brodsky was recently promoted to senior group marketing manager for Country Home and Traditional Home, two Meredith Corp. magazines. In making the announcement, Meredith highlighted her use of market research to demonstrate the value of buying space to its advertisers.

We’ve all heard it. For years, the industry buzz has been about multichannel marketing. But we may be missing the mark. While some marketers technically use multiple channels to reach an audience, they are not realizing the real opportunity: to create a better customer experience, unlock a two-way dialogue and measure the results.