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December

Marketing News Presents: Marketing to Save Lives--How the American Red Cross Continues to Help Haiti (12/13/10)
In a year full of major events, perhaps none was more devastating than the January 12^th earthquake that ravaged Haiti, the poorest country in the Western Hemisphere. Fortunately, the American Red Cross, through major marketing maneuvers, became the go-to nonprofit for Americans to donate money to help save Haitian lives. Peggy Dyer, CMO for the American National Red Cross, joins us to discuss how marketing helped raise $468 million for Haiti relief and its current marketing plans. You can read more about this campaign and three other milestone marketing initiatives tied to 2010’s biggest news stories in the article “Marketing Behind the Headlines: The Year in Review,” appearing in the December edition of Marketing News. AMA members can access it here later this month. You can also learn more about the Red Cross’ efforts by reading this Marketing News article and this story from our e-newsletter, Marketing News Exclusives.

November

Marketing News Presents: The Evolution of Direct Marketing (11/22/10)
Direct marketing has changed significantly over the past decade with the Internet and flailing economy taking a toll on the U.S. Postal Service. Joel Book, director of e-marketing and education at e-mail marketing provider ExactTarget, discusses the evolution of direct marketing to e-mail marketing. He also offers best practices for e-marketing today, tips for dealing with e-marketing challenges, as well as thoughts on major trends in e-mail marketing over the next few years. For more on this topic, read the article “A Decade in Marketing,” appearing in the Dec. 30 edition of Marketing News. Members can access the issue and article here beginning in mid-December.

Marketing News Presents: How to Work with IT (11/08/10)
With marketing focused on external communications and information technology concerned with internal operations, collaboration between the two sectors can be challenging. But it’s absolutely essential. Ted Schadler, a Forrester leader with extensive experience in the IT and marketing worlds, explains why marketing and IT have to work together and offers advice for making it happen. For more on this topic, read the article “Work IT Out,” appearing in the Nov. 30 edition of Marketing News. AMA members will be able to access the article at MarketingPower.com/MarketingNews later this month.

October

Marketing News Presents: Four Pivotal Questions for Every Marketing Job Interview (10/25/10)
Whether you are a job candidate or interviewing a job candidate, you have got to make the most of your face-to-face time. In this podcast, marketing recruitment experts from Aquent and The Creative Group offer four questions that need to be asked in a marketing job interview, discuss why they’re important and offer tips for how interviewees can prepare their responses. To learn about six more critical marketing job interview questions, read the article “In the Hot Seat,” appearing in the Nov. 15 special careers issue of Marketing News.

Marketing News Presents: How Boeing Escaped Social Media Turbulence (10/11/10)
Boeing is the world’s largest aerospace company with $60 billion plus in revenue. Harry Winsor was an 8-year-old fan who sent hand drawn plane designs for the company’s review. When Boeing sent Harry a cold rejection letter this spring, the word got out online, and the backlash had begun. But instead of seeing a problem, Boeing’s communications director Todd Blecher saw an opportunity. Hear how he used social media to turn the scenario around, and get reaction from Harry’s father John, CEO of marketing agency Victors and Spoils. And for more on this story, read the Marketing News feature “Tales of the Bizarre,” profiling three atypical problems marketing departments had to contend with, appearing in the October issue. AMA members can access the story at MarketingPower.com/MarketingNews this month.

September

Marketing News Presents: The 2010 Globalization/Localization Roundtable, Part Two (09/27/10)
Leaders at IBM and neuroscience-minded marketing agency Buyology Inc. discuss social media's impact on globalization and localization marketing practices and more in part two of a two-part podcast series, conducted in coordination with Marketing News magazine’s Sept. 15 special edition on globalization and localization. Part one is available at MarketingPower.com and through iTunes beginning Sept. 27. A full transcript of this discussion is available at MarketingPower.com. Excerpts from this discussion, edited to also feature responses from Alexander Schlaubitz, director of marketing strategy for Europe, the Middle East and Africa at Intel, appear in the Marketing News article “The State of Globalization and Localization,” available in the Sept. 15 edition. American Marketing Association members may access the article by clicking here or by visiting MarketingPower.com. 

Marketing News Presents: The 2010 Globalization/Localization Roundtable, Part One (09/13/10)
Leaders at IBM and neuroscience-minded marketing agency Buyology Inc. discuss proper considerations and steps for executing marketing around the world and in local markets in part one of a two-part podcast series, conducted in coordination with Marketing News magazine’s Sept. 15 special edition on globalization and localization. Part two will be made available at MarketingPower.com and through iTunes beginning Sept. 27. A full transcript of this discussion is available at MarketingPower.com. Excerpts from this discussion, edited to also feature responses from Alexander Schlaubitz, director of marketing strategy for Europe, the Middle East and Africa at Intel, appear in the Marketing News article “The State of Globalization and Localization,” available in the Sept. 15 edition. American Marketing Association members may access the article by clicking here or by visiting MarketingPower.com.

August

Marketing News Presents: How Feeding America Found Marketing Success (08/23/10)
With a new name came renewed purpose and accomplishments for Feeding America, the nation’s largest food bank network. Known as America’s Second Harvest for nearly 30 years, the brand was renamed Feeding America in 2008, and thanks to new marketing initiatives including celebrity ambassadors and partnerships with TV shows and food and restaurant brands, Feeding America provided food to approximately 37 million Americans in 2009, a 46% increase from the number of people reached in 2005.
Wendy MacGregor, Feeding America’s SVP and CMO, talks about the rebranding and what marketing is doing to maintain relevance today. MacGregor is also featured in the article “How I Did It” appearing in the Sept. 30  issue of Marketing News, available next month at MarketingPower.com/MarketingNews. She will also be a guest speaker at the AMA Nonprofit Marketing Conference Oct. 11-13 in Chicago.

Marketing News Presents: Marketing to New Hispanic Immigrants (08/09/10)
Within the Hispanic population, the fastest growing minority group in the United States, is a particularly fruitful and potentially challenging sub-demographic, the new Hispanic immigrant consumer. How do marketers attempt to best understand these consumers and create marketing campaigns that are culturally sensitive and attractive? And does some of the volatile controversy around immigration reform affect how American companies market to recent arrivals? Special guests Felipe Korzenny, director of Florida State University’s Center for Hispanic Marketing Communication, and Chris Butler, senior vice president and Hispanic segment director for Wells Fargo, discuss.
This podcast serves as an introduction/companion piece to an upcoming story in the August 19^th edition of the American Marketing Association's e-newsletter Marketing News Exclusives, and the article "Mi Casa Es Su Casa," appearing in the September 15^th issue of Marketing News and available next month at MarketingPower.com/MarketingNews. Korzenny is also the co-instructor of the AMA seminar Hispanic Market Strategy, taking place in San Antonio, Texas September 16^th. Click here for more information and to register.

July

Marketing News Presents: Cycle for Survival--How a Cancer Survivor Used Her Marketing Skills to Help Save Lives (07/26/10)
Cycle for Survival is an annual nonprofit event that raises funds for rare cancer research at Memorial Sloan-Kettering Cancer Center in New York. The event brings together hundreds of participants at Equinox gyms in New York and Chicago for a four-hour indoor cycling relay.
Thanks to strategic, grassroots marketing, Cycle for Survival has doubled both its number of contributions and its fundraising total each year since its inception. This year’s event brought in about 22,000 donations totaling more than $2.4 million, compared with 2009’s results of 11,000 gifts and $1.2 million. To get the lowdown on the marketing plan behind this nonprofit’s success, Marketing News Staff Writer Elisabeth Sullivan caught up with three members of the Cycle for Survival team.
For more information on Cycle for Survival, check out the July 30, 2010, issue of Marketing News, available at MarketingPower.com/MarketingNews. American Marketing Association members can also access the article by clicking here.

Marketing News Presents: Sprint and M&Ms Rev Up NASCAR Marketing (07/12/10)
NASCAR is one of the most popular and brand friendly sports in the country, but how can brands win the marketing race and drive sales from their sponsorships? Marketing leaders Tim Considine and Suzanne Beaudoin, at NASCAR sponsors Sprint and Mars Chocolate respectively, discuss their tactics. Both Considine and Beaudoin discuss event marketing best practices in the Marketing News feature "Become the Main Attraction," appearing in the July 30th edition. The article will be made available to American Marketing Association members at MarketingPower.com this month.

June

Marketing News Presents: Research Roundtable 2010, Part Two (06/28/10)
For Marketing News' annual Honomichl issue, editorial director John N. Frank sat down with research leaders at companies such as Sam's Club and Condé Nast to get their take on the recession's impact on research, what makes an ideal research partner, the ideal balance between quantitative and qualitative, when to conduct online and offline research and other matters impacting the industry. This is part two of that roundtable discussion. A full transcript is available here. American Marketing Association members can read choice excerpts here.