In the early 2000s, the board game Cranium became a hit. The game combined elements of Scrabble and Pictionary with the goal of helping more people enjoy playing a game. Richard Tait, who created Cranium and sold it to Hasbro in 2008 for $77.5m, passed away in July. Like Mr. Tait, I had been a paperboy, but he went beyond what I ever offered: he came up with a new service that sold breakfast sandwiches along his newspaper route. He increased profits and made customers happier. ...
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I've watched brands use social media to do an end-run around retailers. A recent article from RetailDive substantiates this. Excerpt:
"75% of social media users said they increased their purchases from brands they follow... A 2021 study from NPD found that 51% of survey respondents said they bought items thanks to content in their Facebook and Instagram feeds."
Translation: 75% of shoppers bought more from brands directly--which is bad for retailers. The article ...
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January 16, 2011
January 16, 2011
Bridge 'sample' or 'pilot' site?
In a recent Advertising Age article interviewing Dana Anderson, senior VP-marketing strategy and communications at Kraft, she says that she likes the word – and meaning - behind "pilot." She says the word conveys learning and experimenting. Thus far, we've promoted the testing sites we show retailers with the name Bridge 'sample' site. Maybe we should follow Dana's inspiration and call the tests a Bridge pilot site.
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October 19, 2007
October 19, 2007
Did you get the e-mail about how successful e-mail marketing is?
This article from Advertising Age offers us a sigh to relief: we don't have to build AJAX-infused websites, we just have to send out e-mails. We can all do that. Article - click here
Excerpt:
A Single-Platform Player Surviving in a Multiplatform World Pilot Group Is Eschewing Web 2.0 Trends and Focusing on Its Stable of E-mail Newsletters -- Can That Model Last? By Abbey Klaassen Published: September 03, 2007