Chief Marketer Staff, Author at Chief Marketer

Short and Sweet

We’d like to give a quick cheer to the Webby Awards, which held its 11th annual presentation last month with a rule we think should be standard: five-word acceptance speeches.

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Feeding the Kitty

Every creature has its phobias. To many cats, water is anathema. Some dogs abhor the sound of the vacuum cleaner. And then there are consumers who fear using a credit card to shop online.

Generation Gap In The Workplace

You hear it all the time. Employers only want to hire young, single people fresh out of college so that they don’t have to pay high salaries and medical

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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

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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.

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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

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Nothing Like Free

It’s a long slow road from retailer’s shelves into the hands of the consumer. How do you speed it up? What’s a shortcut to stimulating demand? The shortcut

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Postcards From the Cutting Edge

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

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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.

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Sweetening the Pot

It’s been said by everyone from Don Peppers to Fred Reichheld: Customer satisfaction starts with a company’s employees.

But how do you make sure that your staff fully supports your objectives?

There’s one way.

Incentives.