Author archive for Jessica Heasley
Tastemakers in New and Creative Ways
Product sampling programs target tastemakers in new and creative ways Street-corner handouts during rush hour and pop-up stands at fairs and festivals have long been the vehicles of choice for sampling campaigns. But to really catch consumers when they’re most receptive some brands are closely tracking attitudes lifestyle habits and basic need-states like thirst and...
Consumers with the Most Spending Power Are the least Brand-Loyal buying
Surprising research shows that consumers with the most spending power have the least brand-loyal buying habits. Four ways to engage the new upper crust Looking to woo the affluent? According to a survey conducted last fall by the Harrison Group and American Express swanky suites at equestrian events sponsorships of sailing competitions and après ski...
Malls Evolve
Malls continue to evolve into 360-degree marketing platforms When you think of the American shopping mall what comes to mind? Lionel Richie instrumentals piped in on a tinny sound system? Blenders whipping up another batch at Orange Julius? Grandma and Grandpa walkin’ it out before the early bird special? Yes it’s true malls have a...
Cruise Lines are Emerging as Loyalty-Building Event Channels
Photo and video activation grows more fun for attendees and more flexible for marketers The ways to get involved are as diverse as the destinations themselves. Affluent adventurers can try out Pentax cameras among the glaciers in Alaska. American Express cardholders can get exclusive tickets to a food and wine cruise that sails from New...