Archive for the ‘White Paper’ Category

Macy’s Local Marketing Strategy

March 25, 2008

According to AdAge, Macy’s CMO Peter Sachse is pursuing a strategy to balance national and local advertising.  This is combined with a local merchandising strategy to focus on products that are focused for localities, after all, it makes sense to sell coats in the winter, but not in Miami, FL.  The key to understanding why local marketing works is that customers have relationships with the brand AND the local store.  Local marketing leverages the relationships the local store builds with their individual customers.  Read our Retailer Mistakes white paper in our white paper library and read the full AdAge article online at:

Four Mistakes Retail Marketers Make

March 19, 2008

This is an interesting White Paper released by the Association of Advertisers and Creative Versioning. It analyzes the four mistakes retail marketers make as well as best practices to implement to avoid the mistakes. One of the figures the paper quotes is Sam Walton, who believed that store managers should be in charge of marketing efforts, not a central planner. The paper recommends versioning tools to automate the creation of many versions of ads this requires.

Four Mistakes Retail Marketers Make