May 1, 2007
Cover Story
Booty Tax
Once known derisively as the goody bags handed out at celebrity events now come under the heading of especially when tied to sophisticated marketing efforts....
The Players
THIRD time is a charm
Spidey is back. And a slew of big-name brands are backing the May 4 release of Spider-Man 3 with a combined marketing investment of more than $100 million....
Designs on NASCAR
Holiday Inn is on its second lap with NASCAR. The hotel chain is about to launch an online contest inviting racing fans to redesign the paint job on driver...
Working Out
The Disney Channel has partnered with My Gym Children's Fitness Centers to promote the launch of its new show, My Friends Tigger and Pooh. The kids-only...
Retail
Big Brother in the Aisles
Marketers are working to get the most out of the $17.4 billion they spend each year on P-O-P displays. And Kimberly-Clark is among the first manufacturers...
Who Likes Grocery Mail? Guys Do
This might come as a surprise, but young people, especially men, like to read grocery store direct mail. Some 90% of men ages 18-34 who look at direct...
Drink Up
Glacau's smartwater brand is getting a starring role on America's Next Top Model and is extending its reach beyond the TV screen with a retail promotion....
Experiential
FirstHand Experience
Cetaphil has discovered that one of the best ways to sell its hand cream is to massage it into someone's skin. To do that, the skin care products brand...
Trophy Tour
In a marquee post-season promotion, the National Basketball Association partnered with Toyota to take an arena tour of the trophy, which fans immediately...
Features
Canned Brands
With branded entertainment now maturing into a stable part of the TV business, marketers are becoming less charmed into making big, glaring deals without...
A Helping Hand
Visa USA sees big opportunities in small business. And it has crafted a national promotion strategy around the 23 million firms that fit that description....
Eight Ways to Win
Here they are the eight first-prize winners of PROMO's 2007 Interactive Marketing Awards. Each of these brands created a groundbreaking campaign, using...
Follow the Money
Whether it's pushing an e-mail to a targeted list or luring people to a special-interest Web site, online tactics have never been put to greater use by...
Tactics
Engaging Employees
There are 5 key components to every successful employee incentive or recognition program. The most common mistakes marketers make are to cut out steps,...
Protect Yourself
All businesses that collect and handle consumers' personal information including those that do sweepstakes need to be aware of applicable laws and identify...
PROMOLAND
PROMOLAND
In politics, they call it the silly season. The primaries may be months away, but candidates are already raising funds as they gear up for the 2008 presidential...
Homework
Frankel's Wake Begets a Party
Arc Worldwide officially retired on April 2, erasing the last vestiges of an agency that lived by a work hard, play hard philosophy and set the standard...
Editor's Note
Bait & Switch Chronicles
The e-mail offer from Consumer Gain was fairly straightforward: Congratulations You have won a $500.00 Circuit City Gift Card. Just fill out a simple...
Letters to the Editor
Bad Boy baloney Re: Bad Boy Marketing (March, 2007) You point out what a few of the so-called industry experts recommend in guerrilla marketing/PR disaster...
