| Improve search results, one step at a time
Think you're ready to launch a paid search campaign? Find out what it takes from Underscore Marketing's search leader. Building a successful paid search campaign from the ground up requires creating the right conditions. In my last article I went into the foundation of a paid search campaign -- research, building out keywords/creative, tracking and QA. The next step is launching the campaign, which also involves benchmarking the initial results and collecting the data and trends. Launch: How to set initial bids and positioning
From the research portion of the campaign when you used the Google or Yahoo tools to build out keywords you should have a general idea of CPCs and positions. Although these tools only give a ballpark figure, they are useful to use for the initial launch to gauge positioning.
Apple Experts: Macbook Air 'Like A Second Car'
The recently unveiled Macbook Air lacks durability and certain features that business users look for, but industry experts predict it'll sell like hotcakes within the market segment for which it appears to be intended. Simply put, the MacBook Air will attract a completely different type of customer than the typical business user, says George Swords, marketing manager at PowerMacPac, an Apple solution provider in Portland, Ore. "The MacBook Air isn't meant to replace a full-featured Macbook Pro, and the first adopters will probably be people that already have a MacBook Pro or tower," said Swords. "It could also appeal to some business users as a device that's bigger than a PDA, but isn't a Tablet PC." Michael Oh, CEO of Tech Superpowers, a Boston-based Apple specialist, says the lack of built-in Ethernet and Firewire ports shows that Apple isn't positioning it as a PC notebook killer.
Sterna Technologies Ltd. Officially Launches First of Its Kind ...
PALM DESERT, Calif., Jan. 28 /PRNewswire/ -- Sterna Technologies today announced the launch of its revolutionary Business Positioning System(TM) (BPS). Much like a GPS, Sterna BPS navigates and focuses business communities - such as Sales, Marketing, Planning, Logistics, and Procurement - on the enterprise's targets, provides central and common visibility to all users, is simple and intuitive to use, and is updated and aligned at all times with the dynamic business environment. Sterna BPS is a groundbreaking business analytics platform that uniquely merges capabilities of strategic business intelligence (BI), operational BI, and predictive analytics, together with principles from the field of System Dynamics, into a single, intuitive solution, that empowers managers to control the organization as a system and to maximize profits.
Kellwood names George Sokolowski as chief marketing officer
Kellwood Co., a manufacturer and direct marketer of apparel, has named George Sokolowski as chief marketing officer and vice president of strategy. In his new role Sokolowski will be responsible for strategic planning and tactics, brand development and positioning, consumer research, trend analysis, and building relationships with key multi-channel and web retailers. Previously Sokolowski was employed as managing partner of SkyTop Advisors, a retail marketing advisory group. He also was executive vice president and chief marketing officer of The TJX Companies. Sokolowski replaces chief marketing officer Patrick J. Burns, who was promoted to group president of Kellwoods Lifestyle Alliance in September. Kellwood owns and operates brands such as Hanna Andersson, No. 167 in the Internet Retailer Top 500 Guide.
Southwest's Nick gimmick doesn't get the job done
We recently characterized low-fare behemoth Southwest Airlines' new effort to target business travelers as the "final frontier" for the carrier. For more than 30 years Southwest has posted impressive profits quarter after quarter by courting the leisure market. No matter how this latest move is sliced or diced, Southwest is risking a lot by positioning itself as an airline catering to business travelers. It's entirely possible Southwest's loyal leisure travellers could begin to feel shunted aside and unloved as the airline moves aggressively forward with its business-traveler marketing strategy. And what of that strategy, which is being rolled out this month via a "Be More Productive" campaign from Southwest's longtime ad agency GSD&M Idea City in Austin and Chicago? It is, at the very least, going to be a high-profile campaign.
Pizza Inn CEO promises brighter future in letter to shareholders
THE COLONY, TexasDespite current struggles, the future of Pizza Inn looks bright, said CEO Ronnie Parker in a letter to shareholders issued June 8. According to a filing with the Securities and Exchange Commission, Parker wrote that the chains comparable-store sales in 2004 have moved into positive territory, and that for its most recent six weeks, comp-sales are up 2 percent. "We believe these improvements can be attributed in large part to the brand positioning and subsequent advertising campaign first initiated in July 2003," Parker wrote. "There is, however, more to accomplish in the area of marketing." That includes, Parker added, new TV, radio and print campaigns to be unveiled this month, plus a heightened focus on community marketing efforts.
Coldwater Creek Announces Revised Guidance for Fourth Quarter of 2007
SANDPOINT, Idaho, Jan. 14 /PRNewswire-FirstCall/ -- Coldwater Creek (NASDAQ: CWTR) today announced that, based on operating results to date, it is lowering its previously issued guidance for the fourth quarter of fiscal 2007. "We are clearly disappointed with our overall financial performance. We are committed to improving our results and positioning the Company for sustained success in the future," said Daniel Griesemer, president and chief executive officer. "We believe that continued changes to our product and operations, including refining our assortment, lowering our marketing expenditures, right-sizing our cost structure and resources, bringing inventories in line with demand, reducing our promotions and discounting and moderating our future retail expansion plans will put us on a path of sustainable growth for the brand.
Skyscape, Inc. Selects Tiziani Whitmyre as Marketing Services Partner
Skyscape Inc., a leading provider of medical references specially formatted for mobile and desktop devices, has selected Tiziani Whitmyre, Inc. of Sharon, Mass. (http://www.tizinc.com) as its integrated marketing services partner. Sharon, MA (PRWEB) November 14, 2005 -- Skyscape Inc., a leading provider of medical references specially formatted for mobile and desktop devices, has selected Tiziani Whitmyre, Inc. of Sharon, Mass. as its integrated marketing services partner. Tiziani Whitmyre (http://www.tizinc.com) is creating and implementing Skyscape's strategic and tactical marketing communications requirements, including strategic brand positioning, advertising, direct response, public relations, and sales collateral. "Skyscape's trusted medical, health, and wellness references are renowned for helping healthcare practitioners enhance patient care, as well as for supporting consumers interested in health and wellness," said Rick Whitmyre, Tiziani Whitmyre president.
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