ConsumerMarketing Biz articles from April 2004

ConsumerMarketing Biz archives from April 2004

How A&E's Online Store raised Conversion Rates by 50%.
April 6, 2004... The A&E store team has the unenviable task of running three stores in one, supporting the network's main brands: A&E Network, The History Channel, and Biography. To add another layer of complexity, their customer base is a diverse and...

How TABASCO Markets With Screensavers -- 600,000+ Downloads and Counting.
April 13, 2004... CHALLENGE: This Case Study starts way back in 1998 (but trust us, it's highly relevant to today's marketers) when McIlhenny Co, makers of TABASCO (TM) Brand Pepper Sauce had launched a fairly revolutionary Web site called Pepperfest. ...

Rich Media vs Standard Gifs: Air New Zealand's Online Ad Test Results.
April 20, 2004... CHALLENGE: Air New Zealand pretty much views the Lord of the Rings movies as a gift from the gods. Normally the airline's US marketing department has to compete with the likes of Qantas for those long-vacation discretionary dollar...

Foster Parents Plan Tests Four Very Different Online Ads to Gain $396 Donors: Results & Samples.
April 27, 2004... CHALLENGE: If you're charity, testing online ads can be a nail biting proposition.... because you simply can't afford to lose any money. "We're very much accountable," says Tara Christie, Foster Parents Plan (Canada) Internet Development...