“Case Studies” features stories and industry analyses designed to inform and empower our users. This section examines the issues that matter most and provides the fresh perspectives sorely lacking in today’s industry.
August 28, 2009
In a tight economy, donor dollars tend to shrink and, like private sector companies, many nonprofit organizations adjust by cutting marketing costs. But with lives potentially riding on their efforts, marketers at Susan G. Komen for the Cure — the …
August 14, 2009
Sometimes intuition serves us well. When it warns us to step away from a snake making a rattling sound, to keep our distance from the edge of a cliff, or not to eat something that smells rotten, I have to concede its value.
But experiencing too many right …
August 7, 2009
Picture a dinner party with crowds of people milling about, sharing laughs, exchanging information and holding forth about matters great, small and in between. Now imagine that, at that same party, a few guys are off in a corner with their hands covering their ears and …
August 4, 2009
Tucker, my Labrador retriever, usually has no interest in wasting his time letting me pet him. He has more important things to do, like stand at the living room window, where he can bark at threatening leaves that the wind happens to blow by—unless, that is, I …
July 17, 2009
As CMOs search for better ways to target prospects and personalize campaigns, one Florida company has developed what it likens to the marketing equivalent of a heat-seeking missile — an online tool that sends direct mail to the growing army of Twitter users. Billed as …
July 10, 2009
A near-sacred marketing myth holds that when advertising is truly creative, sales inevitably follow.
The Creativity Myth has four effects, all of them unfortunate: One, clients waste money by giving agencies more incentive to “out-creative” one another than to build sales. Two, creative people prematurely and unwisely …
