CM_CHIEF MARKETER REPORT_ A Penton Media Property February 3, 2009 If you want to view this on the web go to: http://enews.penton.com/enews/chiefmarketer/v/542 ---------------------------------------- ADVERTISEMENT Generate qualified B2B leads with a cost-effective, proven list source -- Get a free sample list. ZoomInfo Lists provide the freshest, most robust B2B lists -- connect with your target audience with advanced selection criteria. Then help sales qualify faster -- each record comes with additional insight to give sales a competitive edge to qualify and close more business. Get a free sample list today. http://www.zoominfo.com//About/signup/signup_campaign.aspx?camp=2233 ---------------------------------------- THIS WEEK'S STORIES --Getting Your Brand "Shovel Ready" for the American Recovery and Reinvestment Program By Denis Riney In preparation for this spending tsunami that will be brought on by the Obama administration's $815 billion American Recovery and Reinvestment Program, thousands of businesses will jockey to position themselves for a piece of the infrastructure pie. The good news is that there is still time for marketers to go to work on their branding issues now. To view the full article go to: http://chiefmarketer.com/disciplines/branding/0203-american-recovery-reinvestment --The Healing Process Needed for Gatorade By Erik Hauser Being seen as dated or out of touch with consumers' current needs is the ultimate kiss of death. But so, too, may be a totally revamped look that has left consumers baffled. Hear that, Gatorade? It may be time for you to explain your re-branding efforts to a confused loyal core of consumers. To view the full article go to: http://chiefmarketer.com/disciplines/branding/0203-gatorade-rebrand --Marketing Principles and Values Work in Good and Bad Times By John Foley Your company's growth isn't all about the economy. It's about the principles and values that successful companies have always used to run their business. Values and trust don't go out of style, and they help build a strong brand and reputation. To view the full article go to: http://chiefmarketer.com/disciplines/branding/0203-principals-values-marketing --Translate Marketing Materials: People Don't Buy What They Can't Understand By Donald A. DePalma For anyone who has ever been on the wrong side of the linguistic divide, here's a fairly straightforward bit of advice: Translation and product localization are extremely important when you're doing business outside the United States. Here's why, according to Don DePalma of Common Sense Advisory. To view the full article go to: http://chiefmarketer.com/disciplines/online/0203-translate-marketing-materials SUPER BOWL SHUFFLE --Fourth Quarter To Remember Another Super Bowl has come and gone. And the amazing thing is the games are actually getting better than ever. Hopefully the coverage by the Chief Marketer Network is, too, but that's for you to decide. Read what Jim Tierney had to say about the game on the Big Fat Marketing Blog. To view the full article go to: http://bigfatmarketingblog.com/2009/02/02/fourth-quarter-to-remember/ --Indiana Brothers Win $1 Million in Doritos Ad Contest By Amy Johannes The creative use of a snow globe by Joe and Dave Herbert of Batesville, IN won them the $1 million grand prize in Frito-Lay's latest "Crash the Super Bowl" consumer-generated ad contest. To view the full article go to: http://promomagazine.com/news/indiana-brothers-win-doritos-ad-0203/index.html --MacGruber Sells Out to Pepsi Saturday Night Live's running "MacGruber" gag became a product placement palooza for Pepsi -- and a fun parody of the concept at the same time. Read more on the Big Fat Marketing Blog. To view the full article go to: http://bigfatmarketingblog.com/2009/02/02/macgruber-sells-out-to-pepsi/ --Super Bowl Ads Don't Score with Viewers By Richard Tedesco The successive second half comebacks by both teams kept football fans riveted to the action in Sunday's Super Bowl. But the interstitial action in the TV spots was much less compelling. To view the full article go to: http://promomagazine.com/news/super-bowl-ads-dont-score-0203/index.html --Only Two in Three Bowl Brands Ran Integrated Online Campaigns By Brian Quinton Sunday night's Super Bowl XLIII may have been one nail-biting ordeal of a football game, but it produced few real surprises in terms of the advertisers who did the best job of leveraging their expensive broadcast spots with additional online content or marketing. To view the full article go to: http://promomagazine.com/interactivemarketing/news/bowl-brands-ran-integrated-online-campaigns-0203/ --My Super Bowl Observations and Takeaways You want to know what Tim Parry thought about Super Bowl XLIII? Of course not, but he posted his point of view on the Big Fat Marketing Blog anyway. To view the full article go to: http://bigfatmarketingblog.com/2009/02/02/my-super-bowl-observations-and-takeaways/ --Miller High Life Offers Up Super Bowl Alternative The problem is... it's 1-Second Ad campaign is not viral enough for Miller. If you want to embed the 30-second spot - or a compilation of the one-second spots, you have to go to YouTube. And I'm sure YouTube doesn't mind the traffic. To view the full article go to: http://bigfatmarketingblog.com/2009/01/28/miller-high-life-offers-up-super-bowl-alternative/ FROM THE BIG FAT MARKETING BLOG --Citigroup's Naming Rights Deal Debate Carries On What do you think? Should the New York Mets allow Citigroup to back out of the deal? Should the government get involved, since it loaned Citigroup billions? And are naming rights deals all that they're cracked up to be? To view the full article go to: http://bigfatmarketingblog.com/2009/02/03/citigroups-naming-rights-deal-debate-carries-on/ --How the Call Center Killed My Cablevision Relationship Moral of the story: Your loyalty to a brand can switch in the blink of an eye when you get an extremely poor call center experience. And Tim Parry hopes his call was being monitored... and that he can get some help for his anger management. To view the full article go to: http://bigfatmarketingblog.com/2009/01/31/how-the-call-center-killed-my-cablevision-relationship/ --Godiva Hotel Promo a Bit of a Downgrade Every year, Godiva runs a Valentine's Day sweepstakes in which one lucky winner receives a slip in their box of chocolates telling them they've won a fabulous prize. This year, the winner gets a weekend at a chocolate themed hotel room in New York. Chocolate adorned tables and chairs. Chocolate adorned lighting. Is it just us, or does this sound kind of awful? To view the full article go to: http://bigfatmarketingblog.com/2009/01/30/godiva-hotel-promo-a-bit-of-a-downgrade/ --Why Do a Webinar If You Don't Pursue the Leads? ABOUT THIS NEWSLETTER You are subscribed to this newsletter as #email# To subscribe to this newsletter go to: http://subscribe.chiefmarketer.com/?tc=NLSUB For Advertising Opportunities, please contact Leslie Bacon at 203-358-4145 or email mailto:leslie.bacon@penton.com For questions concerning delivery of this newsletter, please contact our Customer Service Department at: US Toll Free: (866) 505-7173 International: (847) 763-9504 or mailto:chiefmarketer@pbinews.com To get this newsletter in a different format (Text or HTML), or to change your e-mail address, please go to your profile page here: http://subscribe.chiefmarketer.com/?tc=NLSUB&email=#email# Penton Media | 249 W. 17th Street | New York, NY 10011 Copyright 2009, Penton 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 Penton Media.