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Chief Marketer Report; Insights. Innovations. Solutions.
November 11, 2008 A Penton Media Publication  

TABLE OF CONTENTS

Hip Tips for Cheap Chic Marketers
Marketers Need to Adapt to New Economic Conditions
Miller High Life Goes On a Loyalty Binge
Expanding the Reach, Not the Labor, of Online Ads
Kmart Calls on Disney Magic, Layaway to Charm Holiday Sales
A Non-swing and a Miss for Carnival
Good as Gold... For a Week
Joe the Plumber Doesn't Understand 15 Minutes of Fame


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This Week's Stories

Hip Tips for Cheap Chic Marketers
By Suzanne Hader
 As consumers continue to pull back on spending and opt for cheaper alternatives to high-end items, retailers are scrambling to reposition themselves as "cheap chic" in an attempt to prop up flagging sales. With competition in the space fierce, here's what you can do to make sure your upscale branding works.
Read the full story here


 Marketers Need to Adapt to New Economic Conditions
By Nancy Shaver
 Marketers need to be ready to adapt and innovate to manage and exploit new market conditions. Here is how marketers can avoid making knee-jerk reactions and give added value in even the tightest of economic times. The key? Remain flexible, especially when it comes to gaining customer insight, integrating marketing channels and measuring and analyzing results.
Read the full story here


 Miller High Life Goes On a Loyalty Binge
By Bill Brohaugh
 Miller is helping its loyal customers reach the High Life. But is it a loyalty program destined for success, or does it have binge-drinking written all over it? Here's what one marketer thinks.
Read the full story here


 Expanding the Reach, Not the Labor, of Online Ads
By Stan Antonuk
 In the ongoing effort to achieve relevance in online advertising, marketers increasingly use combinations of ad exchanges and networks to gain the most efficient and successful audience targeting and reach. But which model—cost-per-click or cost-per-thousand—makes for the best value-added service?
Read the full story here


 Kmart Calls on Disney Magic, Layaway to Charm Holiday Sales
By Brian Quinton
 As part of its new strategy to get shoppers coming into its stores and to its Web site early and often, retailer Kmart last Sunday launched a Disney “Wish & You Could Win” sweepstakes game that will extend until Christmas Eve. Kmart also brought back layaway, and hopes that’s something that can help differentiate itself from other big-box retailers, and has begun featuring the service in its TV spots.
Read the full story here


 From the Big Fat Marketing Blog

A Non-swing and a Miss for Carnival
You know those ideas that look good on paper, but then turn out to be an invitation to either utter doom or at least thousands of personal liability lawsuits? Carnival Cruise Lines had one of these recently, and Brian Quinton can honestly say that, at least in his mind, he told them so.
Read the full story here


 Good as Gold... For a Week
You could be a winner…if you’re willing to pay shipping and handling and give up the honor seven days later. The One Show is offering creatives the chance to “test drive” the Gold Pencil award a week. Charlotte, NC-based agency Boone Oakley created the campaign to help promote the call for entries for the 2009 competition.
Read the full story here


 Joe the Plumber Doesn't Understand 15 Minutes of Fame
Political pawn Joe the Plumber is hoping his fame can be extended to minute number 16.
Samuel J. Wurzelbacher is writing a book. He’s launching a Website. He’s got representation. Joe the Plumber will either be living the American Dream, or remain in a lower tax bracket. Love him or hate him, you’ve got to wish the flavor-of-the-month some luck.
Read the full story here


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