Q&As

What drives engagement and loyalty for your brand? Wait, I’ll make the question easier. What drives engagement and loyalty for the category in which your brand competes?

Marketing productivity is down, and marketing resistance is up. It’s tough to disagree with the statements that Craig Wood, group president of marketing research firm/consultancy Yankelovich

I write about customer loyalty for a living, so it would seem that producing a monthly column for CHIEF MARKETER would be an easy task–until you realize how broad a topic loyalty marketing really is. What are we talking about, exactly? Points programs? Grocery-store discount cards? Cobranded credit cards? Dialogue marketing campaigns? Punch cards?

Direct marketers have long lived by the 40-40-20 rule: 40% of the success of a campaign is due to lists, 40% to the offer, and 20% to the creative. Grant Swain, senior vice president/executive creative director for marketing services firm Rapp Collins, argues that in today’s hypercompetitive world, to succeed the equation is now 40-40-40.

1-800-Flowers.com has partnered with Tourism Ireland in an instant-win promotion that dangles a trip to the Emerald Isle.

Universal Records is launching a Willy Wonka-style promotion to build buzz around Prince’s newest album 3121.

Brands are coming out in full force to promote their upcoming appearances on NBC’s hit reality show The Apprentice, with Arby’s Restaurant Group and Ace Hardware on tap for show sponsorships the first half of April.

World Wrestling Entertainment, Inc. is creating big time buzz around WrestleMania 22 with a multi-million dollar marketing campaign, which includes sweepstakes overlays and a host of in-store promotions.

Sunny Delight Beverages Co. has embarked on a nationwide road trip to promote its drinks.

CVS Corp. is leveraging its sponsorship of ABC’s TV series Miracle Worker on-air and online.