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October/November 2010 Issue

By Oct 01, 2010

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Features




Brand, Buzz and Bookings1

February 14, 2007, and a crippling ice storm descends upon New York City. JFK is laminated with thick ice. JetBlue, its largest single tenant, opts to

 




Fear Factor: Clients Are too Cautious, Say DM Creatives

In direct marketing, looks aren't everything. A pretty package isn't worth the paper it's printed on if it doesn't get results. And while much of direct

 
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Social Hits Its Stride: Chief Marketer's 2010 Social Marketing Survey

In last year's Chief Marketer social marketing survey, we said that if you weren't integrating social media into your marketing plans, you were not behind

 




Picking Up Chicks: How Brands Relate to Women in Social Media

If women are a core target audience for your brand, chances are good you're already connecting to them via social media. Well, that is, good if you want

Data & Analytics

Oct. 01, 2010




Fisher-Prices's New Zoo View Connects With New Moms

Everyone goes to a zoo to see something they've never encountered before. But a zoo-centric live-event campaign from Mattel subsidiary Fisher-Price is

 

Oct. 01, 2010




Brains and Beauty

The proof of any marketing strategy is in the final metrics, but on the way to that goal, execution counts. In the PRO AWARDS competition, Promo annually

 

Oct. 01, 2010




Provo Gets Crafty with Multimedia

Crafters are creative sorts, so it stands to reason that when marketing a new product to them, you'd want to get creative as well. Provo Craft did just

 

Oct. 01, 2010




Rising to the Social Occasion: A Q&A With Salt's Paul Parkin

Social media is big with consumers. That much we know. But for brands, it also raises issues of consumer control, employee empowerment and just who owns

 

Oct. 01, 2010




Malls, Walking: The Latest Shopping Apps

At least those second-string wishes have come true. A number of recent smartphone apps use either location, mapping or some tech gizmo to log in mall

 

Oct. 01, 2010




Analysis Makes B-to-B Catalog Pages Work Harder

EVEN THOUGH NEARLY HALF OF ITS ORDERS now come in via the Web, a print catalog is still an essential vehicle for generating sales for Trainers Warehouse.

Marketing Tips

Oct. 01, 2010




Stepping Out: Data helps Spring-Green Lawn Care eliminate two-step sales process

The lawn-care industry's traditional prospecting methods might kindly be deemed convoluted. A potential supplier calls a lead and requests the opportunity

 

Jul. 21, 2010




Four Ways to Use Web Data with Predictive Analytics

Web analytics are nothing new. In their most familiar form, you get statistics reflecting collective behaviors

Editor's Note

Jul. 20, 2010




Measuring A Loyalty Program's Performance? Size Doesn’t Matter

When marketers are asked about evaluating the success of a loyalty rewards program, common responses may include the number of new monthly members or annual growth rate. While those statistics are important, they

CM Report

Oct. 01, 2010




The Content Conundrum

Embarking on a marketing automation initiative can be a daunting task. If you're trying to nurture leads, you need something to offer these prospects

Marketing Operations Management

Oct. 01, 2010




The Chieftains

How do you use Social Media, both personally and professionally? Janie Downey, Executive Director, New England mail Order Association

Big Fat Ideas

Aug. 31, 2010




Second Chances: A Guide to Retesting Files

Life is full of second chances. You may try a restaurant more than once to determine how good their food is. You might see a movie by an actor who was once in a movie you hated. You might even go on a second date with someone even if the chemistry wasn't there the first time out. So why wouldn’t you retest a file and give it a second chance?

 

Oct. 01, 2010




Mail Drives T3 Motion to New Market

To reach a new market not familiar with its product, stand-up electronic vehicle maker T3 Motion mailed its first direct mail campaign this spring. The

 

Oct. 01, 2010




Priming Your Preheaders

You no doubt know the importance of slaving over your subject lines and headlines until you perfect your prose. But you may not be so conscientious when

 

Oct. 01, 2010




Top 5 Days for E-mail Volume, 2009

TOP 5 DAYS for E-mail Volume, 2009

 

Oct. 01, 2010




Pull the Trigger on Abandoned Carts

Abandoned-cart e-mail programs in which you send triggered e-mails to visitors who left your site without purchasing the items they'd placed in their

 

Oct. 01, 2010




Target Launches Customizable Version of Weekly Flier

Retailer Target has launched a customizable beta version of the weekly deal flier it distributes to 100 million consumers in Sunday papers and to 1.2

 

Oct. 01, 2010




Starbucks In-Store Web Channel Connects With Coffee Drinkers

When so many of your customers log onto the Web in-store, there's a lot of logic in owning the connection. In a move expected when it lifted all fees

 

Oct. 01, 2010




Did You Know? Google Search

2 to 5 seconds is what Google says its new predictive Instant Search will save the average searcher, showing search results for what Google thinks you're typing before you've finished

 

Oct. 01, 2010




Room at the Inn

La Quinta is in the business of putting people up for a good night's rest at any of its 800 mid-scale hotels. It is also in the business of making sure

 

Oct. 01, 2010




Rewarding Those Who Have It All

HERE'S THE MILLION-DOLLAR QUESTION: how best do you reward shoppers spending upward of $1 million a year when their loyalty transcends traditional rewards?

 

Oct. 01, 2010




Idea to Steal: California Pizza Kitchen Coupon

The element of surprise and delight is simply that surprise and delight. When a brand hands a customer something completely unexpected, it shows that

 

Oct. 01, 2010




Philly's Viral Spread

Mix some Philadelphia Cream Cheese with a few of your favorite ingredients and you could be on your way to winning the Real Women of Philadelphia Recipe

 

Oct. 01, 2010




Big Bold Color: Crayon Promo Draws in Kids

The World's Largest Crayon six or eight feet can be won by shoppers who pop an entry into the sweeps official entry box. It's offered by Bagwell Promotions

 

Oct. 01, 2010




Lessons From the Past: Ideas from 2010 Black History Month

Those thinking of creating retail campaigns tailored to African American consumers can get some good ideas from these initiatives, which were done last

 

Oct. 01, 2010




10 Tips for Marketing to African Americans

Create an emotional connection with African American consumers with appropriate thematic and product partners. Think Partner with brands African American

 

Oct. 01, 2010




Location, Location, Location

When geo-social games those contests on mobile devices that let users check in and become of their favorite places first attracted notice, marketers were

 

Oct. 01, 2010




Facebook Goes Places: Implications of New Geo-Social Features

It remains to be seen if the dozens of geo-social networks, from Foursquare and Gowalla on down, got a boost or a boot from the launch of Facebook Places

 

Oct. 01, 2010




Mobile March of the Penguins

It's got football and baseball, sure, but basically Pittsburgh is a hockey town. After all, the Pittsburgh Penguins have brought home three Stanley Cups,

The Chieftains

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Oct. 01, 2010




 

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Oct. 01, 2010




Issue Contents

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Oct. 01, 2010




 

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Oct. 01, 2010