St. Louis-based Panera Bread Co.’s recent philanthropic restaurant launch is garnering attention in the national press. But from a marketing perspective, experts say it’s too early to tell whether the approach will pay off in the way that the company wants—benefitting not only the local community, but also the company’s brand awareness and bottom line. (Image courtesy of Panera Bread Co.)
Expert Assessment: A Golden Opportunity for Marketing Research 
Only about one-third of marketing researchers think research will have a greater impact in the boardroom in the future, according to a recent GfK study. But as we emerge from the recession, marketing researchers have a golden opportunity to create a rosier outlook, writes Michelle O'Neill, managing director of the consumer division at GfK Custom Research North America.
Member Perspective: Bird-watching and the Power of Collaboration
Birds collaborate instinctually when they're building a nest, with one bird selecting just the right twigs to help the other bird complete the project. AMA member Lisa Siracuse says marketers should take a cue from our fine, feathered friends and learn how to work with a shared vision and a common goal.
World Cup Issues a Red Card to Ambush Marketers, Marketers Play On
FIFA--the organizing body for the World Cup tournament--has compiled an arsenal of tools to fight attempts at ambush marketing during its month-long tournament. Non-sponsor marketers, however, are finding new ways to reach the estimated audience of 26 billion without breaking the law.
Beef Marketers Go Lean as They Seek to Boost Summer Buying
The beef industry is stoking its marketing coals for this summer’s grilling season, launching campaigns that seek to educate consumers about the role of beef in a balanced diet and that also address how various cuts of beef, including lower-priced ones, can be turned into appetizing meals.
Sony Lets Bloggers Sample New Camera at Music Fests
To promote one of its new camera models—a lightweight, Web-friendly video camera called a “bloggie”—Sony Electronics Inc. is putting its products in the hands of its core audience. It's giving away free bloggie cameras to chosen bloggers and inviting them to cover music festivals throughout the country to test out the goods.
Customer service - (Physical distribution definition) A customer-oriented corporate philosophy that integrates and manages all of the elements of the customer interface within a predetermined cost-service mix. |
"Context-centricity, not customer-centricity It's time to start marketing based on consumers' lifestyles http://bit.ly/de9LV6 #amamarketing" |
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Facebook and Twitter for Marketers
New! Learn the ins and outs of marketing your product or service on the Web's most popular social network and micro-blogging platforms at this two-day training series led by Bernie Borges, a social Web expert and author of Marketing 2.0: Bridging the Gap Between Seller and Buyer Through Social Media Marketing. Note that Facebook will be covered on day one and Twitter on day two. Join us in Chicago on June 15 and 16. |
Marketing Research's Future Online
Free AMA virtual event! Take the opportunity to learn from some of research's most dynamic leaders as they share their perspectives on the future of marketing research. Topics to be discussed include do-it-yourself and low-cost research, emerging research methodologies, and online research techniques and their impact on traditional research. Join us on June 23, from 9 a.m. to 5 p.m. CST.
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Can Twitter replace research opinion polls as an adequate measure of public opinion? Vote Here
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"Human beings crave communal events and a common experience that can be shared simultaneously. The future of visual entertainment might be on-demand, Internet-sourced video, but big 'events' like the Lost finale ... deliver this sought-after communal experience. Event broadcasting builds up excitement for a brand and allows for other programming and experiences to be built around it."
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