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The Memorial Day kick-off to summer has come and gone, but that doesn't mean that we here at Marketing News are going to settle into a more relaxed pace of content delivery. Instead, we're plowing ahead with a very full issue for June 1st:

In our Knowledge Base section, we're addressing two especially relevant marketing topics, considering the technologically driven, consumer-controlled culture we live in, as well as our current philanthropic bent. We're taking a look at interactive marketing and nonprofit marketing, with interviews with two experts and authors:

-Christopher Vollmer, vice president and partner of the New York-based consulting firm Booz Allen Hamilton, and author of Always On: Advertising, Marketing and Media in an Era of Consumer Control
-Katya Andresen, vice president of marketing at the Bethesda, Md.-based charitable giving portal Network for Good, and author of Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes

Also in this issue, freelance writer Jeff Borden explains how Norwalk, Conn.-based Belvoir Media Group, a publisher of special interest publications, sped the turnaround time spent converting readers of one of its publications into subscribers of another.

And in my feature, "Focus on the Details," I take a look at the effects that typos and other mistakes-- large and small-- can have on your marketing campaign and what you can do to prevent them.

Please peruse our June 1st issue and let us know what you think.

Posted by Elisabeth at 10:09 AM | Permalink | Comments (0) | TrackBacks (0)

Can the temporary reemergence of a brand that invokes a very passionate reaction from some consumers-- and a lukewarm response from most-- really have a discernible effect on marketing goodwill for a powerhouse company like Kellogg?

Image courtesy of http://spacefem.com/hydrox/

The Wall Street Journal reported today that the Kellogg Co. is bringing Hydrox cookies back to store shelves this August.

Gone from circulation since 2003, Hydrox has apparently inspired more than 1,000 Internet users to sign an online petition in the fallen cookie's honor and prompted more than 1,300 consumers to call Kellogg asking after it-- and even motivated ardent fans to create Web sites like this one. But rather than a "permanent product reintroduction," the Hydrox relaunch is a limited-time offer intended as a marketing/CRM move. (Brad Davidson, head of Kellogg's snack division, told the Journal that Kellogg won't rule out the possibility that positive consumer sentiment might prompt a more permanent reemergence for the cookie.)

How powerful is a temporary product relaunch as a CRM strategy? Sure, Hydrox fans will take notice, but in a chocolate-cookie-with-cream-filling world dominated by the all-powerful Oreo, is the relaunch worth the effort? Does it carry any marketing weight as a fun nod to sugary-sweet nostalgia?

[Interesting aside: The Journal also mentioned that Hydrox-- often thought to be Oreo's imitator-- was actually the original: "In fact, Hydrox was created by what would later become Sunshine Biscuits Co. in 1908 -- four years before National Biscuit Co. (later Nabisco) launched the similar Oreo. Sunshine is now a unit of Kellogg." Who knew?]

Posted by Elisabeth at 11:59 AM | Permalink | Comments (0) | TrackBacks (0)

The Wall Street Journal ran an interesting interview today with Peter Sachse, Macy's CMO and chairman of its online division. (Take a look by clicking here.)

After changing the name of well-established regional department stores under its umbrella-- such as Marshall Field's and Filene's-- to Macy's, and running a TV ad campaign bursting with stars including Martha Stewart and Donald Trump, Macy's is embarking on a local advertising push with ads in newspapers, on the radio and online in an attempt to reengage with consumers who were upset after seeing their tried-and-true local department stores undergo a corporate facelift.

Are celebrities and local advertising enough to change Macy's brand image? Will the fact that Macy's locations can now tailor "about 15%" of their offerings to regional preferences help? Let us know what you think.

Posted by Elisabeth at 2:27 AM | Permalink | Comments (5) | TrackBacks (0)

GE confirmed today the rumor that it was reviewing its options for its appliance business. According to a company release, it is considering "a strategic partnership or joint venture, a spin off or the sale of the business." The $7.2 billion business is responsible for bringing the most familiar forms of the GE brand to consumers--it's the 101-year-old unit that produces washers and dryers, stoves, refrigerators, toaster ovens, etc. that power our home chores. While it may comprise only a page (if that) of the GE portfolio--sales for the company as a whole stand at about $172 billion--the GE appliance biz as a brand recognition factor

or value indicator stands right there next to light bulbs, as few us are considering buying a jet engine or MRI machine. To GE, it's more a sentimental business unit that's slipping, and divesting of it can let the company grow in other areas.

The Wall Street Journal ran a story on the development yesterday, speculating that interested buyers of the appliance biz could include Haier (China) and BSH Bosch & Siemans Hausgerate GmbH (Germany). As has become rote in the sale of strong consumer brand names, any buyer would have the option to retain the use of the GE brand name on the goods.
So what is the marketing impact of the GE brand name on consumer appliances? For most, the GE label is synonymous with quality, longevity and goods are perceived as American-made.

How much marketing value is there in that? Divesting of equipment and hard goods will have a fair market value, but how much monetary value will the GE brand hold in any sale?

Posted by Allison at 10:10 AM | Permalink | Comments (4) | TrackBacks (0)

How does a state that boasts of the World's Biggest Ball of Twine compete with the likes of picturesque Colorado and glitzy California when marketing itself to American travelers? In our May 15th issue, freelance writer Jeff Borden takes a look at how Kansas-- with a state tourism budget ranked 44th out of 50-- gets its marketing messages out to interested parties.

Also in this issue:

- In "Partner to Profit," I take a look at the power of cross-promotions and strategic partnerships as tools for not only expanding your reach but also differentiating your brand.

- Columnist Michael Krauss explores noted PR man Richard Edelman's career choice and the benefits of building a trusting relationship with your customers.

- And freelance writer Deborah L. Vence explains how some students are getting firsthand experience in qualitative research.

Please take a look at the May 15th issue hitting AMA members' mailboxes this week and let us know what you think.

Posted by Elisabeth at 4:15 PM | Permalink | Comments (0) | TrackBacks (0)

In an attempt to drive sales out of a double-digit slide, Chrysler LLC is offering car buyers a gas card that will lock in the price they pay at the pump to $2.99 per gallon for three years.

Dependent on the sale of large vehicles, Chrysler's car and truck sales have fallen 17.6% in the first four months of 2008, which is more than double the rate of decline for the auto industry in general, according to Autodata Corp. data used in a Detroit News story. The Detroit-based automaker is looking to appeal to car buyers' growing pain at the pump.

As gas prices continues to climb, averaging $3.61 per gallon for regular unleaded and heading toward the $4 mark, Chrysler is offering its customers the chance to keep their gas payments under $3 per gallon. It's a national offer, and it's available to buyers of most Chrysler, Dodge and Jeep vehicles starting tomorrow and running through June 2. And customers who choose not to enroll in the gas card plan can still take advantage of traditional rebates, Christine Tierney reported in the Detroit News story.

General Motors Corp. has run similar programs in the past, but only in certain states, and Ford has made similar offers on a regional basis, Tierney reported.

As consumers' concern for skyrocketing gas prices takes center stage, Chrysler's national program seems to be a particularly timely offer. But for an automaker that's reliant on large vehicle sales, will gas mileage numbers offset any potential fuel savings in consumers' minds? Is this a savvy marketing strategy? What do you think?

Posted by Elisabeth at 12:02 PM | Permalink | Comments (0) | TrackBacks (0)

The Wall Street Journal reported Thursday that Target Corp. has forged a partnership with Barneys New York to feature eco-friendly designer Rogan Gregory's new discount line in Barneys stores as a way to drum up interest.

Select pieces from Gregory's designs for the big-box retailer-- made of 100% certified organic cotton and retailing for $15 to $45-- will appear in Barneys locations in New York and Los Angeles before they show up on clothing racks in Target stores. Minneapolis-based Target has tried similar promotional partnerships before, with designers' discount duds appearing in high-end boutiques before hitting the mass market.

This strategy has obvious benefits for Target, as the Journal points out, but does it really help Barneys in any way, a company with plenty of name recognition and clout?

What do you think?

Photo courtesy of The Wall Street Journal

Posted by Elisabeth at 3:09 PM | Permalink | Comments (4) | TrackBacks (0)