Chief Marketer Staff

• Agencies

  Q&A with Fara Warner: The Power of the Purse (Part 2)

  CHIEF MARKETER: When researching this book, were there any “aha!” revelations by marketers that really seemed to be a simple solution? Warner: The Home Depot’s emphasis on “gender inclusivity” struck me as a very smart solution to a tough question for …

• Agencies

  Q&A with Fara Warner: The Power of the Purse

  The Power of the Purse (© 2006, Prentice Hall) takes a behind-the-scenes look at how today’s smartest marketers are discovering the immense power of women consumers and using it to achieve breakthrough campaign results. CHIEF MARKETER web editor Tim Parry discussed the book, as well as some of today’s marketing trends and myths, with author Fara Warner.

• Agencies

  Six Steps to a Successful Product Rollout

  Brand managers and marketing leaders have to first find a great consumer insight and then create a great concept with a great positioning from the insight.

• Agencies

  Loose Cannon: Politicians and the Unlimited Spamming of America

  Last week, marketers narrowly dodged a legislative bullet when HR 1606 was defeated. Had it passed, holiday season e-mails and other online efforts would have been rendered significantly less effective. I

• Listline e-Newsletter 11/04/05

  A master file with 574,531 names from the Internet dating service
  Dreammate.com has come on the market. Sixty-two percent of those listed
  are women.

• Passikoff: Dropping Regional Nameplates a Wise Move for Federated Department Stores

  Though newspapers across the country chronicled consumers mourning the loss of their regional brands to Macy’s and Bloomingdale’s, Robert Passikoff thinks Federated’s move is a good idea

• Party On: How NBC Used Viewing Parties to Goose “The Biggest Loser”

  “It ain’t nothing but a party,” the J. Geils Band sang several decades ago. But for some TV shows, parties can boost word of mouth, Website visits, and ratings.

• Banned on the Run: Spira Footwear Flaunts Its Outlaw Status

  Spira announced on Nov. 3 that it would award $1 million to any male or female runner who wins the 2006 Boston Marathon in a pair of its shoes. (Should both a male and a female win the Boston Marathon in a pair of the banned shoes, they will split the $1 million pot.) Last year the winners of the Boston Marathon won only $100,000 each.

• Michigan E-Mail Registry to be Live Next Week, Official Confirms

  After a three-month delay, Michigan

• Nautilus’s Retail Efforts Boost Third Quarter

  Nautilus Inc., a fitness products firm based in Vancouver, generated net income of $8.2 million on sales of $163.3 million during third quarter 2005, up from net income of $7.5 million and sales of $123.2 million a year earlier. The quarter ended Sept. 30.