ConsumerMarketing Biz articles from August 2003

ConsumerMarketing Biz archives from August 2003

Making Consumers Pay to Join a Loyalty Program; Golf Course Marketing Test Results.
August 4, 2003... CHALLENGE: Golf's tough. And so is the golf business. There are too many golf courses and not enough new golfers. The logical consequence -- discounting wars. Kimberly LaVasseur, Western Golf Properties Business Development Director, says,...

Rollerblade's Email Test Results - Rich Media vs HTML Email Blasts.
August 11, 2003... CHALLENGE: Rollerblade used to send out millions of direct postal mail pieces to support new product launches. But, economic reality these days has slashed Rollerblade's budget, so Marketing & PR Manager Nickolas Skally decided to test...

Rollerblade's Email Test Results - Rich Media vs HTML Email Blasts.
August 11, 2003... CHALLENGE: Rollerblade used to send out millions of direct postal mail pieces to support new product launches. But, economic reality these days has slashed Rollerblade's budget, so Marketing & PR Manager Nickolas Skally decided to test...

Press Release: Consumer Packaged Goods Companies Waste Millions of Email Names.
August 12, 2003... For immediate release August 12, 2003 (Portsmouth, RI): According to a new book published this week by MarketingSherpa, millions of email names are gathering dust in databases owned by many of the largest Consumer Package Goods (CPG)...

How British Airways Integrates Online & Offline Advertising Campaigns for Greater Impact.
August 18, 2003... CHALLENGE: British Airways (BA) has a fabulous selling point versus other airlines -- its business-class seats for some flights open up horizontally to be as flat as possible so travelers can sleep more comfortably. Unfortunately, as BA's...

Continental Improves Online Sales 90% by Launching a Best-Customer-Pleasing Site Redesign.(Continental Airlines Inc.)
August 25, 2003... CHALLENGE: "A few years ago, there was a new travel site being launched called Orbitz," says Kevin McKenna, Managing Director of Electronic Marketing for Continental Airlines. "We felt we needed to make an effort to keep our high-value...