Subject: How to Win More Marketing Awards

From: Chief Marketer <[email-masked]>
Date: Tue, 30 Jan 2007 11:08:08 UT

View this email as a Web page | Please add Chief Marketer to your Safe Sender list.

January 30, 2007 | A Prism Business Media Publication

TABLE OF CONTENTS

How to Win (More) Marketing Awards: Practical Help from a Real-Life Judge
Actionable Analytics: Some Advanced Applications
Loyalty Library: The 10-Year Customer
The Red Umbrella: A Case of Stolen Identity
BrandAnimation: The Experience Strategy
Chiger Chooses

ADVERTISEMENT

Predict Your Search Marketing ROI. What should you expect from your search marketing campaigns and how can you make them perform better? Combining industry statistics and Oneupweb's decade of experience, this paper provides an easy-to-use calculator illustrating potential returns on natural optimization and paid search. Download Oneupweb's ROI Calculator.

This Week's Stories

How to Win (More) Marketing Awards: Practical Help from a Real-Life Judge
January signals the start of the awards season, and not just for film industry. The deadlines for myriad marketing awards are approaching fast. Just in time, MarketingSherpa president Anne Holland explains the benefits of entering an awards program and offers advice on how to boost your chances of winning. For details, click here.

Actionable Analytics: Some Advanced Applications
In his previous column, Dave Friedman of Avenue A | Razorfish discussed the basics of effectively using online analytics. In his latest column, he drills deeper, looking at how data analytics can provide a holistic view of your business across channels and even countries. Click here to read more.

Loyalty Library: The 10-Year Customer
Most business-to-consumer marketers use a time horizon of three years--or less--when calculating lifetime value. But what if they thought in terms of a 10-year horizon? What would they do differently if they looked at lifetime value, return on investment, and other metrics based on a 10-year period, rather than a three-year time frame?

Loyalty Lab's Michael Greenberg believes that taking a longer-range view of lifetime value would enable companies to focus more on retention and life-stage marketing, among other benefits. In his latest CHIEF MARKETER column, he discusses why a longer time horizon could be better for companies in the long run and looks at several businesses that already take such an approach.

The Red Umbrella: A Case of Stolen Identity
The news that Citigroup is changing its name (to "Citi") and logo has CoreBrand founder/CEO James Gregory hoping that the company does a better job with its rebranding efforts than it had nine years ago. When Citicorp merged with Travelers in 1998, it changed its name to Citigroup and adopted Travelers' red umbrella as its logo in what Gregory describes as a case of "brand mismanagement." He discusses where Citigroup went wrong and what it should do right this time around, at www.ChiefMarketer.com.

BrandAnimation: The Experience Strategy
"The one essential truth that shines through every strategy is that for a product or service to be successful it must start with a good or pleasant experience at the first customer touch point," writes Swivel Media creative director/founder Erik Hauser.

That seems obvious enough, but amid the buzz about the latest and greatest tactics and media, this point is often overlooked. In his latest column, Hauser does his best to draw attention to this cornerstone of successful marketing.

Choice Links of the Week

Chiger Chooses
If you were ever a Girl Scout, you know the song that begins "Make new friends, but keep the old. One is silver and the other's gold."

Old-media Conde Nast hopes to make new friends with Flip, its social-networking site for teen girls scheduled to launch Feb. 6. According to Mediaweek, the magazine publisher's efforts to better communicate with the younger demographic include "a virtual doodling tool [members can use] to write on [ads] and say whatever they want about these brands." Presumably the type of teens who'd be apt to write "lies lies lies" and draw obscene pictures all over the digital ads aren't the type of teens apt to be signing up for Flip in the first place.

The way publicist Susan Self sees it, new media such as MySpace and YouTube can help with one challenge that's been around for decades: marketing "films so awful they can only be viewed under general anesthesia." She discusses "how to sell an awful film in 12 easy steps" on Media Bistro.

Super Bowl commercials, of course, are no longer the new medium on the block. In this area of niche marketing and personalization, some people are skeptical about the ROI of the costly ads. For instance, AdAge reports that far fewer movie studios have bought time this year than last year. And other major marketers, such as Burger King, are eschewing the 60-second spot for longer-running, multichannel campaigns. In fact, CHIEF MARKETER contributor Jeff Zabin wrote a column last year titled "Making Sense of Super Bowl Spots in the Age of Precision Marketing" that still holds true today.

But Nationwide's Super Bowl commercial starring the soon-to-be-former Mr. Britney Spears, Kevin Federline, is already garnering plenty of attention for the financial-services firm. Then again, not all of the attention is favorable. The National Restaurant Association has decried the ad, which shows K-Fed going from the high life to flipping burgers, for giving "the impression that working in a restaurant is demeaning and unpleasant," reports CNNMoney.com. Because dishing up fries and shakes to the harried, harassed, and harassing throngs that frequent fast-food joints is in reality inspiring and life-affirming.

Here's another old-media marketing tool that apparently hasn't lost its effectiveness: roadside billboards, courtesy of MediaPost.

For more information contact Paul Capone at 508.370.0865 or [email-masked]

Predict Your Search Marketing Campaign ROI. Download Oneupweb's ROI

ABOUT THIS NEWSLETTER

You have received this newsletter because you are a subscriber to a Prism Business Media publication. If you feel you have received this in error, or you would like to unsubscribe, click Unsubscribe
To subscribe to this newsletter, go to: Subscribe
For Advertising Opportunities, please contact Leslie Bacon at 203-358-4145 or email [email-masked]

You are subscribed to this newsletter as [email-masked]
To get this newsletter in a different format (Text or HTML), or to change your e-mail address, please visit your profile page to change your delivery preferences.
For questions concerning delivery of this newsletter, please contact our Customer Service Department at:
Customer Service Department
Chief Marketer
A Prism Business Media publication
US Toll Free: 866-505-7173
International: 847-763-9504
Email:[email-masked]
Prism Business Media
9800 Metcalf Avenue
Overland Park, KS 66212
Copyright 2007, Prism Business Media. All rights reserved. This article is protected by United States copyright and other intellectual property laws and may not be reproduced, rewritten, distributed, re-disseminated, transmitted, displayed, published or broadcast, directly or indirectly, in any medium without the prior written permission of Prism Business Media.