Q&As
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Agencies
Colloquy Corner: Defining Loyalty Marketing
I write about customer loyalty for a living, so it would seem that producing a monthly column for CHIEF MARKETER would be an easy task–until you realize how broad a topic loyalty marketing really is. What are we talking about, exactly? Points programs? Grocery-store discount cards? Cobranded credit cards? Dialogue marketing campaigns? Punch cards?
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Agencies
The 40-40-40 Rule?
Direct marketers have long lived by the 40-40-20 rule: 40% of the success of a campaign is due to lists, 40% to the offer, and 20% to the creative. Grant Swain, senior vice president/executive creative director for marketing services firm Rapp Collins, argues that in today’s hypercompetitive world, to succeed the equation is now 40-40-40.
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Agencies
1-800-Flowers Entices Customers with Trip to Ireland
1-800-Flowers.com has partnered with Tourism Ireland in an instant-win promotion that dangles a trip to the Emerald Isle.
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Agencies
Wonka-Style ‘Purple Ticket’ Pushes Prince Album Sales
Universal Records is launching a Willy Wonka-style promotion to build buzz around Prince’s newest album 3121.
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Agencies
Arby’s, Ace Join Apprentice Roster
Brands are coming out in full force to promote their upcoming appearances on NBC’s hit reality show The Apprentice, with Arby’s Restaurant Group and Ace Hardware on tap for show sponsorships the first half of April.
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Agencies
WWE Backs WrestleMania 22 with ‘Big-Time’ Marketing Blitz
World Wrestling Entertainment, Inc. is creating big time buzz around WrestleMania 22 with a multi-million dollar marketing campaign, which includes sweepstakes overlays and a host of in-store promotions.
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Agencies
SunnyD Takes Summer Spirit on the Road
Sunny Delight Beverages Co. has embarked on a nationwide road trip to promote its drinks.
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Agencies
CVS Sponsors Miracle Worker
CVS Corp. is leveraging its sponsorship of ABC’s TV series Miracle Worker on-air and online.
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Agencies
Citibank Cashes in with Contests and Sumo Wrestlers
Citibank was looking for a way to build membership in its loyalty rewards program and chose New York City’s Grand Central Station as a focal point to draw a crowd with skill games, mechanical surfboards and sumo wrestlers.
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Agencies
Gillette Boosts Fusion Via Apprentice Sponsorship
Gillette tapped a little star power in real estate mogul Donald Trump to build buzz around its Fusion razor on The Apprentice, and is leveraging its sponsorship with a sweepstakes.