Forget focus groups. These days, big brands are all involving customers in all stages of the marketing process By: Vicki Powers Whenever Jeff Hayzlett, chief business development officer and vice president at Eastman Kodak Company, goes into retail printer outlets, he’s struck by an absurdity that has become the norm in his industry: In many [...]
Continue reading…Archive for November, 2007
Liquid Gold
How the STORY agency turned a major mistake into a marketing masterpiece By: Michael Raveane What does a premium whisky maker do when a production employee pulls the wrong lever and leaves the company awash in 15,000 bottles of seemingly useless spirits as well as hundreds of thousands of dollars in potential losses? If you’re [...]
Continue reading…It Slices! It Dices! It Boosts ROI!
By: Anne Stuart Why direct response television ads remain viable in the age of digital video recorders In today’s era of digital video recorders (DVRs), it might seem that traditional direct response television ads those upbeat “call-now” commercials lasting anywhere from 30 seconds to 30 minutes should be facing the same fate as the dinosaurs. [...]
Continue reading…Swimming Upstream
Why product development is marketing, too Used to be, if marketers wanted to understand the goods they were promoting, all they had to do was reach out and touch them. Goods were all tangible then, whether they were cars or clothes or cleaning products. And one brand’s product was seen as doing pretty much the [...]
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