ConsumerMarketing Biz articles from April 2002

ConsumerMarketing Biz archives from April 2002

Multi-Channel Selling: How a Gorgeous Email Newsletter Grows Catalog, Web, & Store Sales.
April 4, 2002... CASE STUDY Editor's Note: We decided to do this Case Study on Design Within Reach (DWR) because three different MarketingSherpa readers emailed us copies of this company's newsletter saying, "Isn't it beautiful?" In fact one reader told...

Lands' End Discovers Stories Work Better Than Sales Pitches in Its Weekly Email Newsletter.
April 11, 2002... CASE STUDY CHALLENGE: In the spring of 1999, when Lands' End recruited its new VP Internet Bill Bass from Forrester, he immediately swung the Company's focus from banner advertising to email marketing. Lands' End had already begun...

Viral Marketing That Grabs Women's Attention: eCards, Newsletters, Free Email Boxes, and Petitions.
April 18, 2002... CASE STUDY CHALLENGE: The goal of Care2.com, Inc. is to be the online middleman between consumers who care about the environment, and the brand marketers and non-profits who want to reach them. Founder & CEO Randy Paynter explains that...

Online Ad Helps 'Band of Brothers' Become HBO's "Most Watched Original Program".
April 25, 2002... CASE STUDY By John Gaffney, Contributing Writer CHALLENGE: On the surface, it seemed easy. HBO's original 'Band of Brothers' mini-series had two big Hollywood names behind it, namely Tom Hanks and Steven Spielberg. If you're planning...