Chief Marketer Staff, Author at Chief Marketer

And The Winner Is

Regina Marlborough was cruising the Web when she happened to come across the Promo Swag Bag Contest. She entered, and won. I always just see what’s out

Agencies

Stupid Vs. Strategic Sweeps

Stop and ask yourself, Do I know a Stupid Sweepstakes from a Strategic Sweepstakes? First, answer these three simple true/false questions. Sweepstakes

Agencies

Letters to the Editor

A HIT AND A MISS? Thanks for Ray Schultz’s thoughtful column (Direct Hit, May). Copywriting is my background. I learned from a seasoned pro who retired

Agencies

Thinking Out of the Big Box

At the recent ERI eXchange conference in Boston, Best Buy International CEO Bob Willett spoke about the Minneapolis retailer’s customer-centric transformation.

Agencies

The Latest Scoop

Talk about your dual personalities. Ben & Jerry’s is a super-premium-quality product with an offbeat, fun, irreverent brand. The two concepts don’t always

Agencies

Best Customer

Loyalty programs have become a core component of many plans focused on rewarding more frequent and higher value transactions. Their proliferation gives

Agencies

Postcards From the Cutting Edge

While catalog mailers are adjusting to hefty new postage increases, postcard mailings are thriving. Even the largest 11-

Agencies

In the Zone, Online or Off

AutoZone Inc.’s new product look-up system for driving in-store sales will soon be tried on its Web site.

The $6 billion company, which sells auto parts and accessories, has two customer segments: do-it-yourselfers and professional technicians. But it faced a challenge: How to make sure it had the exact parts customers needed.

Agencies

Start at the End

It’s not easy being a marketer these days.

For one thing, you have to measure the impact of your campaigns. And that’s a challenge when you’re using multiple media.

Agencies

Too Much Togetherness?

If you lived through the dot-com bubble, you could be excused for thinking you’d slipped through a wormhole in time and landed back in 1999. In rapid-fire succession, a slew of the biggest online ad players announced plans to get a lot bigger by acquiring platforms, technologies or expertise they hadn’t had before.