GreatMindsinMarketing articles from April 2003

GreatMindsinMarketing archives from April 2003

Automotive Ads Online: How to Get Consumers to Sign Up to Take Test Drives at Their Dealership.
April 28, 2003... Most banner ads focus on either branding or click throughs. But, can you use an online advertising campaign to directly affect offline activity? An automotive company recently challenged online marketing firm Bluestreak to come up with a...

Cross-Media Metrics: How Radio Ads Affect Site & Search Marketing Results - Data from esurance.
April 21, 2003... Two years ago, Tolithia Kornweibel, Marketing Manager for esurance, began a cross-media regional radio campaign, spending the bulk of her marketing budget in online advertising while testing geo-targeted offline campaigns in a way that...

Top 7 Tips for Launching a New Brand from MINI Cooper's Marketer.
April 14, 2003... New product launches offer marketers the chance to take risks, reach for the brass ring, and turn a previously unknown product into a cultural icon. At least, that's how Kerri Martin, Guardian of Brand Soul for MINI USA, approached the...

How UPS Links Sales & Marketing Data to Improve Lead Generation Results.
April 10, 2003... In many companies, there's often a bit of friction between sales and marketing. Marketers get frustrated that sales reps waste leads, and reps complain that the leads aren't good enough. One problem is that most sales tracking systems...

How hpshopping.com Improved Email Results 30% by Revamping its Customer Database.
April 7, 2003... Gathering heaps of customer data is well and good, but data alone won't increase your bottom line. For Brian McCloskey, hpshopping.com's Director of DM infrastructure, the answer was to go from a product-centric focus to one that focuses...

Survey Results on Google's New 'Content Targeted' Ads: Low Clicks, Iffy Conversions.
April 7, 2003... More than 100,000 marketers pay for ads on Google now, which may make it the biggest online media seller in terms of accounts. Over the past three weeks, many MarketingSherpa readers have written in to share their results with Google's...