GreatMindsinMarketing articles from March 2004

GreatMindsinMarketing archives from March 2004

How Morgan Stanley Uses Database Marketing Tactics to Avoid the Customer Attrition Death Spiral.
March 1, 2004... "By not understanding a premier client's value, companies often do not offer these clients the appropriate level of service and offerings commensurate with their value. This can result in the premier clients effectively 'subsidizing' the less...

How to Persuade Consumer Packaged Goods Execs to Do More Online Advertising.
March 3, 2004... Web marketing has been particularly slow to gain momentum from consumer package goods firms (CPGs). "There are a number of people in the CPG marketing space who are wedded to older forms of media communications," says Anna Murray,...

How to Persuade Consumer Packaged Goods Execs to Do More Online Advertising.
March 3, 2004... Web marketing has been particularly slow to gain momentum from consumer package goods firms (CPGs). "There are a number of people in the CPG marketing space who are wedded to older forms of media communications," says Anna Murray,...

How AFLAC Raised Its Consumer Brand Awareness From Almost Zero to 92%.(AFLAC Inc., health insurance industry)
March 8, 2004... Five years ago, AFLAC -- though a Fortune 500 company -- had little name recognition beyond its shareholders. The name itself seemed difficult for people to remember. Today, thanks to a comic advertising campaign featuring a quacking duck,...

How Patagonia Uses Word of Mouth Marketing (Instead of Traditional Campaigns): Seven Steps.(Patagonia Inc., marketing strategy analysis)
March 8, 2004... Outdoor gear supplier Patagonia has some self-imposed limitations when it comes to marketing their products. "We're not going to partner with companies that don't have environmental activism as part of their values, as part of their...

A Marketing Veteran Looks Back: Career Advice from Kathy Kane VP Marketing BabyCenter.com.
March 10, 2004... When it comes to marketing, Kathy Kane has done it all: she's worked for everything from consumer packaged good firms to dotcom start-ups. She's also been on both sides of the fence -- as a rank and file executive and as an external consultant....

Kodak's Award-winning Online Launch Campaign (Great Creative on a Tight Budget).
March 15, 2004... CHALLENGE: Last year, Kodak launched a new digital camera geared toward two very different demographics: men who love techno- gadgets and women interested in fashion and style. Although Kodak hasn't traditionally been a big online...

Career Advice from Ernst & Young Chief Marketing Officer Jim Speros.
March 17, 2004... Jim Speros, Ernst & Young's US Chief Marketing Officer, began his career agency-side, working for Benton & Bowles, SSC&B, and NW Ayer with brands such as Noxzema, Tropicana, and Johnson's Baby Shampoo. But while working on the AT&T account...

How Crutchfield's Award-winning Site Makes a Bewildering Array of Products Easy to Shop.
March 22, 2004... BizRate.com recently named consumer electronics retailer Crutchfield to its Circle of Excellence for the fourth year running. This award was based on thousands of consumers' comments and experiences with the site. We interviewed Larry...

How to Pitch Traditional Clients on Interactive (Includes UK and B2B Advice).
March 24, 2004... "One day we were being feted and touted because we were gurus, the next day they felt interactive was cannibalizing their direct channels," says Thom Kennon, on his years as interactive marketing consultant to London-based direct marketing...

How to Market to New Parents - Tips from Baby Einstein Founder Julie Aigner-Clark.
March 29, 2004... If anyone knows how to market to parents of babies, it's Julie Aigner-Clark, founder of The Baby Einstein Company. "I looked at myself as being a perfect market for the product," she explains. "College educated, staying home, going a little bit...

How to Be a Manager-level Marketer When You Only Want to Work Part-time: Consider Job-sharing.
March 31, 2004... Part-time marketing jobs are hard to come by, especially beyond entry-level. If your company needs a marketing director or VP, you can bet they'll require (at the least) a 40-hour work week. But if you're interested in part-time, consider...

New Marketing, Advertising & PR Job Openings & Seekers: as of 3/31/04.
March 31, 2004... Note: Searches are posted for one month and then removed. You can get your search posted for free by emailing info to nastu@marketingsherpa.com. Sales jobs and freelancer's self-promotional posts are not accepted. We reserve the right to edit...