DMNews: Nike turns to viral video, Porsche debuts integrated campaign

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October 23, 2009 Check out DMNews on your smartphone  ADVERTISEMENT Learn tactics for driving holiday marketing success Want to ring in strong sales this season? Download your complimentary copy of the 2009 holiday marketer: Benchmark & trend report from Experian Marketing Services for a detailed analysis of consumer insight, customer data management, direct mail, social networks and online communities, email and search marketing specific to customer engagement during the holidays. Today's News Nike uses e-mailed viral video to promote Human Race challenge Dianna Dilworth Nike is promoting its annual Human Race series of 10K races, which take place October 24, by calling consumers to run in the races via a viral e-mail campaign with user-generated video. The goal of the campaign, which began in mid-September, is to increase registration for the Nike race.   Porsche debuts integrated campaign to promote the Panamera sports car Dianna Dilworth To introduce its new four-seat sports car, the Panamera, Porsche Cars North America is running an integrated effort designed to expand the company's audience beyond sports car fans and to reach luxury car drivers. The multichannel effort, "Welcome to the Family," was created by Porsche's agency of record Cramer-Krasselt Chicago with the goal of retaining existing customers and acquiring new ones.   Mattel launches e-commerce portal for various brands Mary Elizabeth Hurn Toy manufacturer Mattel has launched MattelShop.com, which has, in addition to traditional e-commerce features, social shopping tools and real-time updated content. Previously, Mattel brands like American Girl, Fisher-Price and Barbie Collector had their own e-commerce portals. This is the first time all of Mattel's brands are sold on one e-commerce site.   Amazon Payments extended to non-profits Chantal Todé Amazon.com has expanded its Amazon Payments solution to nonprofits, allowing consumers to make donations to participating groups using their accounts with the Web merchant. The American Red Cross, UNICEF, Greenpeace, The Nature Conservancy, Feeding America and Children's Miracle Network are among the organizations accepting donations via Amazon Payments on their Web sites.   UPS 3Q revenue drops nearly 15% Frank Washkuch UPS on October 22 reported revenues of $11.2 billion for this year's third quarter, a year-over-year decline of 14.9% from last year's $13.1 billion. The shipper also saw its average volume per day drop 3.9% from 14.9 million packages to 14.3 million. Operating profit during the third quarter dropped to $929 million from $1.63 billion last year, a decrease of 43%.   From the Print Edition Struggling publishers try customization Chantal Todé A customized publishing model using digital printing has the potential to help media companies recover from bleeding revenue   Beauty ads gel with men Mary Elizabeth Hurn Men are discerning consumers of personal care products, and marketers find direct tactics are effective ways to reach them   Web Weekly Dos and Don'ts: Online copywriting Consumers interact differently with copy on the Web than they do with traditional marketing media. Transferring copy from a printed brochure online is not a recipe for success. Web copy must embrace online consumer behavior and be relevant to the audience's needs. Three senior creatives share tips on how to optimize online copy.   more » Today's lists and databases Medicus Golf Buyers Canadian Masterfile New list — Medicus Golf Buyers Canadian Masterfile — McCarthy Media Group — This file contains Canadian golfers who have purchased the Medicus Dual Hinge Driver. These prospects are 89% male.   Fairfield Collectibles New insert program — Fairfield Collectibles — Leon Henry Inc. — Description: This file includes inserts with the customer's invoice attached to the outside of each shipment from Fairfield Collectibles, a maker of die-cast auto replicas. The typical Fairfield Collectibles customers are rural men age 50 and up.   Health & Gym Club Members/Postal & Opt-in Email Addresses New list — Health & Gym Club Members/Postal & Opt-in Email Addresses — Specialists Marketing Services — This file contains active gym/health club members who are self-reported online survey respondents. The file is 55% male.   Classified THE Direct Marketing Recruiters We specialize in Direct/Internet Marketing Recruitment-servicing all industries Eda Zullo ezullo@smithhanley.com 203 319-4300 Peg Hoerres phoerres@smithhanley.com 203 319-4300 www.smithhanley.com/documents/DirectMarketing.pdf YES—we are VERY busy with employers looking to HIRE—Here are several "HOT" positions that we are currently recruiting for: NEW YORK CITY Fulfillment Manager $90K Customer Service Manager $75K Online Marketing Manager $85K Merchandising Manager $85K Direct Marketing Manager $75K LONG ISLAND Marcom Manager-B-B $115k Marketing Manager-TradeShow $115k CENTRAL NEW JERSEY Sr. Marketing Manager $70K PHILADELPHIA Online Marketing Manager (Retention) Affiliate Marketing Manager SAN FRANCISCO Mobile Marketing $150K + BOSTON METRO Direct Mail Production Specialist $50k Catalog Product Manager $80k Account Exec-Client Services $50k Sr. Account Exec-Client Services $65k Account Manager-Client Services $65k Account Director Client Services $100k CONNECTICUT Call Center- Supervisor $50k Direct Mail/ CRM Manager $85k VIRTUAL Biz Dev/Sr. Sales Executive $100k For more opportunities PLEASE visit our website www.smithhanley.com For additional info regarding our practice and how we service THE DIRECT MARKETING INDUSTRY-contact us at 203 319-4300. Ken Malek Associates, Inc. is dedicated to serving the Direct Response and E-commerce segments for multi-channel marketers. Our client base is nation and international in scope and our areas of expertise include all major specialty areas including marketing, database marketing, information systems, marketing analysis, web marketing and development, merchandising, creative, telemarketing, customer service, inventory management, finance, operations and senior management. In addition, we have experience providing placements in list management/brokerage and outside vendor service organizations. What separates Ken Malek Associates, Inc. from other search organizations is, first and foremost, our passion for and fluency in the direct marketing industry and over 50 years of collective corporate and executive experience. Please contact us at: P.O. Box 383 Yardley, PA 19067 215-579-2070 Or visit our website: www.kenmalek.com In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds 30th Anniversary Celebrate DMNews' 30th anniversary by sharing your knowledge of direct marketing history DMNews on LinkedIn See what the industry is saying about our 30th anniversary and share your own comments about DMNews DMNews is accepting nominations for its second annual Top 30 under 30 Direct and Digital Marketers. CLICK HERE to nominate someone today Caples Community BBDO EVP Emma Armstrong explains how FedEx used an audio greeting in drop boxes to promote NASCAR's Sprint Cup Agency Business Report Click below to view all agency profiles
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