Chef Boyardee combined event marketing and social recommendations to build brand advocacy among digitally active moms.
While "Remember the Alamo!" is one of the most iconic phrases in the English language, San Antonio has more to offer tourists than Davy Crockett hats.
Coffee drinking is often a social activity, which is why it made sense for Green Mountain to tap BzzAgent to promote its fair trade-certified coffee line.
Dairy Queen set out to increase its Blizzard Fan Club base while simultaneously giving members an extra scoop of customer service.
Duke University's Fuqua School of Business created a virtual game that was fun, engaging and fulfilled its marketing needs.
The Oreck Corporation, based in Tennessee, is all about direct response, but never at the expense of brand consideration.
If marketers realized precisely how much money they were leaving on the table — or, to be more specific, in the abandoned shopping cart — they'd be horrified.
If you can't bring the 19-to-29-year-old demographic to the mountain — then give them an unbeatable deal that will.
Party supply company PartyPail.com radically reduced its phone bill and created better customer engagement by calling on VoIP service provider Vocalocity.
Martha Stewart Living was so pleased with the results from the Ultimate Fan Sweepstakes that the brand ran two more successful sweepstakes using SnapApp after Ultimate Fan closed.
The campaign for Adobe's new SocialAnalytics software is skillfully targeted at savvy marketers, social tacticians and CMOs.
At Fitness Magazine, insight is the driver that propels and informs every new initiative.
To help spread the word about its new line of "Tighter Tummy Technology" slimming jeans and slacks, dubbed "T3," curvy fashion designer Lane Bryant pulled out all the marketing stops: giveaways, a Facebook sweepstakes, direct mail, TV spots, email and mobile.
Art.com's AllPosters.com uses the imagery of vintage movie posters and famous artworks like Vincent van Gogh's "Starry Night" to spice up email marketing messages. Of course, if the email is not delivered, those beautiful images are meaningless. So when the e-commerce company had trouble getting through to Gmail accounts, it aimed to get to the bottom of the problem.
Under Armour, a marketer of athletic apparel, boasts a young customer base of consumers ages 12 to 19 as its bread and butter. Naturally, it has found in social media an effective way to connect with its active customer base, wherever they are and whatever they're doing.
To reach the young, urban, socially connected demographic, Kodak introduced an integrated campaign that yielded strong results, leading to a better than 25% increase in purchase consideration for its digital cameras.
With a glass of Merlot in hand, an affluent 46-year-old woman skims the pages of a Boston Proper catalog packed with photos of striking models in knit tops, maxi dresses, swimwear and sandals.
MetLife deployed a fan engagement program at the New Meadowlands Stadium in East Rutherford, N.J., for New York Giants and Jets fans in an effort to make its brand more approachable and reshape the perception that life insurance companies are intimidating.
Billabong wanted to emphasize that it was part of surf culture. The company began with an "I Surf Because" campaign in print and on billboards, but realized an online version could take the surfer focus to a whole new level.
The Tafford Uniforms brand has sold nurses' scrubs and other medical uniforms to healthcare workers for nearly 25 years. While other brands focused on a b-to-b model by negotiating bulk contracts with healthcare facilities, such as hospitals, Tafford remained committed to selling directly to the individual worker.
Superfocus knew it had a product that thousands of middle-aged people could use. Superfocus glasses are designed to eliminate the need for multiple pairs of glasses for people with presbyopia, or far-sightedness. The glasses can be adjusted to any focal length using a lever on the nosepiece.
Stephen Silverstein, CEO of Not Your Average Joe's restaurants, wanted a better, more comprehensive way to survey customers at the Massachusetts-based chain's 16 locations.
Imagine circulating in a virtual environment online with business executives from around the world. Your virtual briefcase is filled with presentations, documents and business cards and you're mingling with exhibitor booth representatives in a virtual showroom.
Managing a diagnosis of multiple sclerosis (MS) entails a lot more than just having a prescription filled at your local pharmacy, according to Irene Aquino, associate director of marketing in the neurodegenerative diseases division at EMD Serono, manufacturer of Rebif.
For car dealership network MileOne, lead generation can be tricky business. It does generate leads for consumers in the market to buy a car, but not many people are particularly loyal to car dealerships.
Frozen food purveyor On-Cor teams with Game Show Network for a family-fueled promotion
The Sara Lee State Fair Brand wanted to do something positive for customers during a time when a bad economy and a weak housing market permeated everyone's thoughts.
Matt Griffin, the Boston Celtics' senior director of sales and marketing operations, talks to DMNews about the team's Facebook application game, which helped to grow its e-mail database.
Ben Argov, co-owner of high-end wine cabinet and wine cooler manufacturer Le Cache, talks about the impact new technology has had on sales and on his e-commerce sites.
David Salyers, VP of marketing for Chick-fil-A, explains why the company marketed its new Spicy Chicken Sandwich with an online reservation system, and how customers responded.
Mike Mulligan, general manager of Safeway Direct Insurance explains how his company used direct mail tactics to engage the Hispanic community for the first time in the company's history.
Greg Anderson, e-commerce manager at Motorcycle Superstore, an online retailer of motorcycle accessories, talks to DMNews about how his company's improved online sales recommendations
Deb Swider, e-marketing director, member communications at the American Society for the Prevention of Cruelty to Animals (ASPCA) explains how the organization turned around its e-mail open rates
Mike Tran, web technology specialist for Sierra Trading Post, discusses how the retailer worked with PowerReviews to answer questions, while increasing sales conversions and clickthroughs
Tracy Marks, PR specialist for Garden Fresh Restaurants, talks about the company's St. Patrick's Day blog contest to drive traffic and Twitter followers to its Sweet Tomatoes and Souplantation brands
Ted Schweitzer, VP of e-commerce at parent LQ Management, discusses how La Quinta Inns and Suites tested mobile banner ads as part of a multichannel campaign and increased sales
Ed Weiss, general manager of Movies Unlimited, discusses how the multichannel film retailer and cataloger used e-mail marketing to re-target past customers and boost sales
Last November, State Farm, aided by Moblico, ran a text contest when Missouri played Kansas in college football. Jerry Nevins, State Farm marketing analyst, discusses the initiative.
In July, Carnival began sending e-mails to customers who abandoned their shopping carts while booking online. Alexandra Palau, e-marketing manager at Carnival, discusses the effort
Julie Cunnyngham, product marketing director at Hallmark Business Expressions, explains how a campaign generated leads and translated into a new selling strategy for the marketer
Alisa Jacoby, senior brand manager at Eight O'Clock Coffee, discusses the success of the brand's Mad Men-themed campaign, including e-cards, an avatar creator and a quiz.
DMNews speaks with Amy Kennedy, VP of marketing at Wine.com, about the evolution of the e-commerce site's product recommendations
Eric Opel, group manager of client communications at Microsoft Advertising, discusses targeting CMOs for the launch of its new search engine Bing
DMNews speaks with Skip Weldon, VP of marketing at Friendly's, about the restaurant's kid-friendly interactive campaign
Diego Saenz, president of PetPlace.com, discusses the launch of the content site's e-commerce venture, PetProductAdvisor.com
David Kimrey, senior manager of business intelligence at TicketsNow.com, discusses the company's use of pre- dictive modeling to customize its marketing messages
Tolithia Kornweibel, director of online marketing at Esurance, discusses the firm's growing commitment to geo-targeted promotions based on its strong performance in tests.
Steve Sharp, creative director at Experian CheetahMail, discusses the e-mail newsletter redesign for Fit Pregnancy, an online destination for mothers-to-be
Phil Bellaria, VP of retention and loyalty marketing at Charter Communications Inc., discusses the Live It with Charter points-based loyalty program.
Glenn Pingul, VP of marketing at Mixpo, discusses an online video display banner campaign created for McDonald's at the end of 2008 to promote a new breakfast line.
Eyal Gutentag, principal at BestBuyEyeGlasses.com, discusses a new strategy that is driving results from its recommendations engine.
Seth Lieberman, CEO of Pangea Media, talks about an online quiz-based campaign element created for Barack Obama during the last few weeks of his 2008 presidential campaign.
Damian Bazadona, president of digital agency Situation Interactive, discusses a multi-pronged mobile campaign the agency did over the past six months for Blue Man Group.
Marc Hanson, marketing manager at Mountain Dew, discusses the interactive DEWmocracy campaign, which led to a new fan-created flavor.
Steve August, operational VP of customer marketing at Brookstone, discusses how it worked with Mercent to drive results across several shopping engines
Eric Harber, president and COO of HipCricket, discusses how Jiffy Lube added mobile coupons to its radio ads on KCCQ, a radio station in Ames, IA, to increase engagement
Justin Olson, head of e-commerce at Burton Snowboards, discusses how personalized product recommendations boosted holiday sales
DMNews sat down with Brad Harris, owner of Denver-area Big City Burrito franchises, to discuss the chain's integrated mobile campaign.
Barry Berhoff, president of boat products manufacturer Shurhold Industries, discusses the company's adoption of online customer support.
Alan Feldenkris, CEO of Brand New World, discusses a viral migraine awareness campaign he did for Johnson & Johnson.
Kevin Cobb, interactive brand manager at Internet provider Embarq, discusses the company's "48 Seconds" user-generated video contest.
Chris Masagatani, director, NY for e-mail agency eROI, discusses how his firm worked with CBSsports.com to revamp the latter'sfantasy sports newsletter.
Susan McKenzie, circulation director at window treatment catalog and Internet retailer Smith & Noble, discusses a new customer acquisition program.
Scott Terrill, VP of marketing for cable, phone and Internet service provider Suddenlink Communications, discusses Pluris' Offer Management and Optimization
Taylor Safford, president of Blue and Gold Fleet, discusses how his boat tour company used Intera's Bluetooth Proximity Marketing network to sell to sightseers.
Sam Decker, CMO of Bazaarvoice, discusses how user-generated online reviews worked to increase Office Depot's paid search revenue
Michael Bayle, head of global monetization for Yahoo Connected Life, discusses a mobile campaign Yahoo Mobile executed with automaker Citroen for its C5 model in London.
David Magrini, head of marketing for Aetna, discusses how the healthcare benefits company and marketing agency G2 redesigned Aetna's Web site to better reach consumers over age 65.
DMNews speaks with Peter Kosciewicz, CMO of The Eastwood Company, about the company booted its e-mail program. Q: What had made The Eastwood Company's customer e-mail program unique, and what changes did you decide to make?
DMNews speaks with Seung Bak, VP of marketing at Capital IQ, about the company's first integrated marketing campaign.
Scott Ballantyne, VP and GM of consumer direct for HP, discusses how HP and Buzz Corps, an Austin-based agency, engaged bloggers to spur sales of HP's new HDX Dragon system.
Juan Ribero, marketing coordinator at CableOrganizer.com, talks about working with Sitebrand to make selling cables, wiring and IT products more personalized using Web analytics.
Chad Hartvigson, CEO of customizable sports gear company Prep Sportswear, talks about how a strategic online partnership helped broaden the company's consumer base quickly.
Jeff Connally, president and CEO of CMIT Solutions, an IT services company with about 100 franchise locations across the US, talks about the company's recent DM campaign, "Aspirin."
Frank Malsbenden, VP and GM of Vision Retailing Inc., the parent company of Shoeline.com, talks about how video has helped the e-commerce shoe site.
Victoria Barbadoro, associate brand building manager at I Can't Believe It's Not Butter, talks about the success of this summer's Spraychel for President digital campaign.
Paul Siska, CEO of First Consumer Debt Management, discusses working with search firm EveryMundo to use SEM to target Spanish-speaking Internet users.
Sarah Superfon, director of interactive marketing and direct response at Philosophy, discusses how the beauty brand used user-generated storytelling to bring mothers and daughters together.
Jim Burch, director of customer communications at Toshiba, discusses how the company used telemarketing and a three-part direct mail campaign to drive sales for its Infinix-i cardiovascular X-ray system.
Lizan Brand, owner of Greenfield Liquors inGreenfield, IN, explains how her small business has grown as a result of blogging.
Kim Gnatt, VP of Internet at Footsmart.com, discusses how the foot- and lower body-care retailer automated its Web site's cross-sell recommendations and increased revenue.
Adam Burke, SVP of customer loyalty at Hilton Hotels Corp., discusses what keeps the chain's 21-year-old loyalty program, Hilton HHonors, fresh and growing.
Adam Lefton, director of Web strategy for Cancer Treatment Centers of America, discusses how search helped people looking for cancer treatment information.
To help add more prospects and customers to its database, Kevin DeMeritt, president of Los Angeles-based Lear Capital, a precious metals company, worked on a refer-a-friend sweepstakes with ReferNow.
Sabrina Parsons, CEO of Palo Alto Software, talks about how her company promoted the release of its new product through an e-mail and social media marketing campaign.
Jackie Heitman, SVP of marketing at Bresnan Communications, helped the broadband telecommunications company drive direct mail results using a new marketing platform from Pluris.
Mark Hardison, VP of marketing for Mexican-inspired fast food restaurant El Pollo Loco, explains how the chain was able to connect on a social level to engage consumers with a user-generated video campaign.
Todd Wheeler, president and CEO of Concierge Colorado and Hospital Concierge of America, knew his contact-tracking system needed an overhaul, and found a solution in InfoStreet StreetSmart.
Dan Jones, VP of events for Chicago-based event marketing firm Intersport, worked with GMC's Southeast division to promote test drives for its line of Sierra trucks across Tennessee.
Steve Jacobs, president of AdPack USA, worked with the producers of Legally Blonde: The Musical to help boost ticket sales following last November's strike on Broadway.
BrandBuzz director of integrated media Kenneth Nippes worked with Town Sports International to push a new online trial gym membership offer. The campaign saw success by using search engine marketing.
John Lazarchic, VP of e-commerce at PETCO, wanted to encourage more product reviewers to the Web site. By tying the promotion to Valentine's Day, the multichannel business improved online engagement
Jason Marrone discusses the evolution of Jelly Belly's e-mail marketing techniques
Michael Cahan discusses Vibes Media's latest mobile campaign for the Pittsburgh Penguins.
Kim Breslin discusses 1-800-FREE411's recent mobile campaign and future plans for the company.
Mark Garms discusses Autobytel's Rapid Response tool, which allows auto dealers to respond more quickly to leads.
AdmissionsQuest president Peter Baron discusses a recent search campaign with HubSpot to enhance AdmissionsQuest.com's visibility.
Ernan Roman discusses the role of customer engagement in the PHI's latest promotional campaign.
Pentax executive discusses the company's recent interactive campaign for its Digital SLR camera.
Zoominfo SVP and general manager of advertising products Russell Glass discusses the company's use of the Rubicon Project.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.