Promo - February 2008 - (Page 26)

LETTERS to the editor MAKE DOWNLOADS UNIQUE (When Is Too Far, December) I loved the column. Thanks for having the [guts] to say it. As for your Digital Directive piece, I’m not so enthusiastic. Yes, brands are wild about offering free music downloads—but consumers aren’t. Most people already download songs for free! Less than 2% are paid for via iTunes, Amazon etc. So there’s no perceived value. I’ve heard that the redemption rates for previous efforts by Pepsi etc. have been awful. The better incentive is to offer “the song you can’t get anywhere else.” Record labels are desperate to expose their artists and will over songs that are unreleased or unique. Beau Phillips President Rainmaker Media BUSY SIGNAL (The Burden is On You, November) The New York Times was nice enough to include the toll free number to opt out, but you weren’t? Gee, thanks Even so, I really did appreciate the article because I have four phones with Verizon. I was easily able to find the opt-out number online, so the important part is that you provided the “heads up.” Love your magazine also! Vicki L. Jenkins Marketing/Research LEWCO, Inc. We Know Better Continued from page 25 BEAR TRACKS (A Bear Story, December) ILLUSTRATION: SCOTT SHAW! NikeTown in Manhattan. Now visitors to NikeTown can make an appointment with a design consultant and create their own collaborative brand of Nike shoes. But Nike isn’t only creating new products that link the consumer and brand together. That experience builds brand loyalty. A superior brand experience can turn consumers into active promoters. Advertising dollars can only get you so far—a consumer waxing poetic about their favorite brand is priceless. There will always be someone declaring that the sky is falling, or that a new era in advertising and marketing has begun. But there is no substitute for authentic one-on-one experiences and dialogue. And as long we remember that, “non-traditional” marketers can all sleep a little better at night. l P Charlie Horsey is the CEO and founding partner of mktgpartners, an entertainment and sports marketing agency that provides integrated marketing solutions and services for some of the biggest brands in the world including Apple, CBS, NCAA, Nike, Jamba Juice, KAO Brands, Rémy Cointreau USA and YouTube. Visit his website at www.mktgpartners.net or reach him directly at charlie@mktgpartners.net We absolutely loved your “Bear Story.” It was a terrific column and we just wish we had footage of the bear opening our cooler. That, no doubt, would have been a popular video on YouTube. What a great visual! We also want to extend our sincere thanks for your lovely comments regarding our commitment to customer service. It was so kind of you and we are truly honored. It is always a pleasure to hear from a member of our customer family— especially when the news is so fun! Beth Weiss Omaha Steaks 26 February 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.mktgpartners.net http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - February 2008

Promo - February 2008 Contents Editor's Note Reality TV Products Rebound - Soon? The Real World Young But Not Stupid Social Tease Health Quencher How Effective? Big Game in Big Easy Commentary Mailbox Marketing Q&A: Coke's Kruse Control Gift-Card Monte Room Service The Agency Center Resource Center Can't Beat Loyalty Index of Advertisers

Promo - February 2008

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