Chief Marketer Staff, Author at Chief Marketer

Hold Off the Cheers

Examine the format of the direct mail pieces you send out, lobby your congressperson and don’t be lulled into a false sense of security about this postal

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E-mailings Boost Boston Dry Cleaner’s Business

One of the pleasures of owning a local business is the feeling that it’s an integral part of customers’ lives, as important to their daily routine as

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Warm, Cozy and Comfortable

A few years ago I had the privilege of discussing sales with IBM’s general manager for the healthcare sector. After acknowledging that IBM was neither

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Marketing in Red Sox Nation

When Sam Kennedy spoke at the MIT Sloan CMO Summit in Cambridge, MA recently, he realized quickly that he was preaching to the choir. Not only were his

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It Just Makes You Wonder

Any businessperson worth his or her salt knows it costs more to find a new customer than to keep an old one. The more customers you retain, the better

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letters to the editor

AMERICANS’ POOR ENGLISH It surprises me that folks such as Mark Ragan who presumably work with many foreign countries and nationals are questioning the

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Start a Dialogue

Here’s a true story: A national retailer tested a multicity loyalty program aimed at some of its most valuable customers. For hitting specific spending

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Placement-Plus

As TiVO and other digital recording services redefine TV viewership, many marketers are paying more attention to product integration through placement.

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Get On A First-Name Basis

Personalization increases response. These three simple words may strike terror in the heart of the marketing or production manager who has little or no

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TV Placements Overtake Film

Doritos sales spiked in 2000, thanks to a prominent role in the premiere season of Survivor. NBC’s The Apprentice showcases a brand in nearly every episode.