http://www.santinasullivan.com Marketing News and Observations Thu, 25 Feb 2010 13:07:59 +0000 http://backend.userland.com/rss092 en If you are trying to communicate with clients, prospects and other stakeholders, don't rely on e-mail. A good e-mail open rate is only 35%. I have seen too many folks believe who try to save money only to dilute their message and response rate. On the flip side, direct mail coupled with other ... http://www.santinasullivan.com/dont-cut-direct-mail/ Barbie turned fifty and is  losing market share.  Doesn't that happen even to the best of us?  Except in her case, a team of experts spent two days in some hip LA hotel where they examined her past, reviewed where and how the decline happened and then designed a course for her reintroduction. Basically ... http://www.santinasullivan.com/barbie-gets-a-facelift/ The magazine industry is in a flux and wondering if people will pay for digital content after they have been giving much of it away. Circulations are down and e-newsletters are everywhere. The advertising opportunities are confusing. There are Web pages, e-newsletters, e-blasts, classifieds, directories and finally the actual printed publication. Most ... http://www.santinasullivan.com/what-will-happen-to-magazines/ Canoe Ventures has a technology that will allow advertisers to select households in areas with certain demographic factors.  And, National Cable Communications will allow one to buy households backed on income, ethnicity and geography. Maybe the cable companies can have us fill out forms with our marketing preferences and we could get ads targeted to ... http://www.santinasullivan.com/cable-targeting-ads-yes/ Susan Boyle has established herself as a simple woman with an angelic voice.  She is religious, volunteers and loves animals. You won't see her doing much of a makeover. She has already it appears, thinned her eyebrows some and tidied up her hair. Too much though would ruin her image. ... http://www.santinasullivan.com/susan-boyles-brand-promise/ These direct response technologies deliver digital content to your phone, but is sounds like a lot of steps to me. You have to take photos of bar codes and then have either downloaded an application or send a text and forward the bar code. Scanlife must use a web-enabled phone. ... http://www.santinasullivan.com/jagtag-and-scanlife-are-we-making-people-work-too-hard/ Trevor Morris and Simon Goldworthy have written a $45 book on PR. According to Seth Brown, freelance writer, they call PR amoral, a tool for good or evil purposes. They define it as planned persuasion, difficult to measure and say that no formal training is required for entry to the ... http://www.santinasullivan.com/pr-a-persuasive-industry/ My cousin from Italy came recently for the first time to the US with her new husband on their honeymoon. They had been to New York and Las Vegas among other places. Her husband proudly showed us her new necklace. It was a simple chain with a small tag that read Tiffany's. When ... http://www.santinasullivan.com/product-placements-and-breakfast-at-tiffanys/ Jim Stengel, outgoing global marketing chief at P&G is promoting purposed-based marketing. What do you do beyond making money that makes your customer's lives better? He uses the example of the Pampers brand and helping mom's develop healthy happy babies, beyond keeping them dry. To do that they offered parenting advice ... http://www.santinasullivan.com/purpose-based-marketing/ Wow. MillerCoors was really out there today advertising their new company and logo with full page ads in USA Today and The Wall Street Journal . "We're Out to Become America's Best Beer Company." Interesting ad.  Obviously aspirational. So who is the best right now? Makes me wonder.  I also tried to ... http://www.santinasullivan.com/millercoors-nice-logo-who-is-currently-the-best-beer-company/