In recent years, the concept of the “pop-up” store - or temporary, stand-alone retail outlet - has expanded. Now, pop-ups can be found not only in malls or Times Square during the holidays but in galleries, salons, bars and on the streets in targeted neighborhoods, Media Life writes.
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Following a Japanese trend, advertisers in the U.S. have started giving away branded packages of tissues and other wipes to consumers at targeted locations as well as on the street.
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The Los Angeles Times has teamed up with Universal Pictures to promote The Black Dahlia, a movie based on a 1947 unsolved murder.
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Even though young children won’t be able to drive for years, auto marketers are signing deals for licensed goods as a way to extend brands, bring in profits, and build brand loyalty.
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iMedia International plans to distribute CD-ROMs - which will include movie previews, music samples, video games, comics, celebrity interviews and advertisements - in the Sunday editions of the Dallas Morning News and the New York Daily News, according to the Los Angeles Times.
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The NFL Network filed a petition with the FCC on Tuesday requesting that Time Warner discuss long-term carriage and reinstatement of the Network. Time Warner recently pulled the NFL Network from its Adelphia cable systems when it acquired Adelphia August 1.
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Toyota has created made-for-mobile, branded videos - and launched a TV campaign to send viewers to watch them on their mobile phones.
Saturn is turning to direct mail and email to promote its 2007 Aura sedan, Vue Green Line Hybrid SUV and Outlook SUV.
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Carat Fusion has expanded its search marketing capabilities with the hiring of seven search marketing professionals, including a new Director of Search Marketing for the West Coast.
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Puma flip book Nicktoon Networks is taking off on a cross-country mobile tour, visiting Comic-Con International and the Nicktoons Network Animation Festival at Nicktoons Studios, and at each stop, the network will give kids flip books that play back full-motion clips from two new original animated shows, according to the company.
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Rodale’s recently announced Liz Vaccariello as the new Editor-in-Chief for Prevention magazine. Vaccariello will start her new position in August, Media Week reports. Vaccariello now serves as executive editor for Fitness Magazine.
According to Nielsen’s Product Placement tracking service, Coca-Cola ranked the highest for overall product placements during prime time in the first quarter, MediaPost reports.
Coke acquired 2,551 “product occurrences” in the first quarter of 2006 with 98 percent of them on the Fox hit American Idol.
On Idol, Coca-Cola logos are stamped on cups which are shown near the judges throughout the show. In second place was 24-hour fitness which accumulated 399 “product occurrences” most of which occurred during NBC’s reality show The Big Loser.
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The Discovery Channel is using giant shark balloons to promote its annual “Shark Week,” which takes place July 27 to August 4, MediaPost reports.
Discovery has installed five giant balloons on top of its corporate headquarters in Silver Spring, Maryland. Each balloon represents a section of the great white shark, and are located on the four sides of the building near its top floors, with one balloon on the roof. The balloons appear as the head, tail, dorsal fin and lateral fins of the shark.
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CBS will place laser imprints of its trademark eye insignia, as well as logos for some of its shows, on 35 million eggs in September and October, The New York Times reports. Planned slogans include “Crack the case on CBS” to promote CSI and “Scramble to Win on CBS” to promote The Amazing Race. CBS has arranged to be the only advertiser this fall to use EggFusion’s new etching technology which was first developed for expiration dates.
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Chrysler is cranking up its cinema advertising to promote the new Dodge Caliber by parking the SUV in lobbies, rolling 60-second spots on movie screens, sending promotional materials to ticket-buyers, and placing in-theater banners, standees, static clings and signage support, Promo Magazine reports.
High gas prices have motivated advertisers from tourist destinations to car companies to state lotteries to tie in gas rebates to marketing campaigns, Adweek reports. Britt Beemer, founder of America’s Research Group, predicts the number of offers will grow as more companies look to capitalize on the issue. Beemer is advising most of his clients to develop a gas promotion: “The longer gas prices stay up, the more it becomes a great marketing strategy.”
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Cellfire’s free mobile coupon service is now available to cell phone users across the country. The company just concluded a beta launch of the service to California customers using Cingular Wireless.
Cellfire provides coupons from and national retailers within the user’s geographic region. To browse current offers, consumers click on their phone’s Cellfire icon and scroll to the discount of their choice. To redeem the coupon they press “Use Now” and show the coupon to the cashier. Because the application resides on the handset it eliminates the need to connect to the Internet during the transaction.
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Some 35 percent of large companies plan to initiate corporate blogs this year - and combined with the existing deployed base of 34 percent, nearly 70 percent of such companies will have deployed corporate blogs by the end of 2006, according to a JupiterResearch report, “Corporate Weblogs: Deployment, Promotion, and Measurement.” According to the report (via MarketingVox), 64 percent of executives say they spend less than $500,000 to deploy and manage corporate blogs.
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To kick off his return to LA radio yesterday, nationally syndicated radio personality Tom Joyner and 100.3 The Beat are offering $1 gas at stations around Los Angeles, RadioInk reports.
The average tenure of a CMO has shrunk even further, according to a new survey from Spencer Stuart, down from a sobering 23.6 months in 2004 and 23.5 months last year to an even tighter 23.2 months this year, AdAge reports.
There’s no easy answer to why the window of opportunity slams so fast for the CMO. But marketing executives believe that while the pressure to perform is exacerbated by the short-term demands of Wall Street, they are also hindered by lack of access to CEOs.
A CMO Council study from last year found that top marketing executives admited that poor performance has led to a lack of influence within the corporate hierarchy. Only 10 percent of respondents to the CMO Council survey said their marketing groups are “highly influential and strategic” within the company. Less than half said their teams are “well regarded and respected,” even though two-thirds of CEOs polled in a separate survey by Chief Executive magazine said their marketing groups are “mission critical” for creating top-line growth.
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