March 2008 - Electronic Retailer Magazine

More documents

Recommendations

Info

PHOTO BY MARC PISCOTTY 38 electronicRETAILER | March 2008 ©Electronic ©Electronic Retailer Retailer Magazine Magazine [ search engine powered by magazooms.com ]
The Effect Electronic Retailer’s “Multichannel Marketer of the Year” stays ahead of the curve when it comes to broadening its customer reach. This lifestyle media company embraces a diverse marketing strategy that comprises DRTV, retail, catalog, e-commerce, social networking and other emerging technologies. BY VITISIA PAYNICH Multichannel marketers are the catalysts who blaze the trail for others to follow, and they are the risk takers willing to experiment with new trends that marketing skeptics often dismiss as nonviable. It’s that pioneering mentality that sets them apart from the pack by making their brands more prominent and their products more easily attainable. “We would like to appeal to all consumers in whatever channel they wish to shop,” says Lynn Powers, president of Gaiam Inc., a lifestyle media company. Thus, if you build the brand this way, then the customer has access to that brand—regardless of their shopping preference. She adds that multichannel marketing is “a more difficult strategy to implement, but I think in the long run, it’s the ideal strategy to have because then you’re also not so Lynn Powers, president susceptible to market fluctuations in of Gaiam Inc. any single channel.” ©Electronic ©Electronic Retailer Retailer Magazine Magazine [ search engine powered by magazooms.com ] March 2008 | electronicRETAILER 39
Page 1 and 2: President Lynn Powers Shares Insigh
Page 3 and 4: ©Electronic ©Electronic Retailer
Page 19 and 20: guage about how careful they are wi
Page 21 and 22: input. Other panelists included Kat
Page 25 and 26: the “inquiry” that can establis
Page 31 and 32: Los Angeles San Diego Miami More Me
Page 37 and 38: TOP SHORT-FORM CATEGORIES FOR FEBRU
Page 39: ©Electronic ©Electronic Retailer
Page 43 and 44: career.” Blanks entered his third
Page 47 and 48: Euro-Pro’s Shark Steam Mop is a s
Page 49 and 50: $IRECT�MAIL�HAS�EVOLVED /NE
Page 51 and 52: Delivering Critical Retail Strategi
Page 53 and 54: Search engine marketing expert Dana
Page 61 and 62: Electronic Retailer Magazine wishes
Page 65 and 66: meet the family, tout the candidate
Page 71 and 72: ight their ship quickly and deliver
Page 73 and 74: Electronic Retailing Association Le
Page 75 and 76: they allow peer-to-peer feedback, a
Page 79 and 80: Beachbody, creator of the nation's
Page 81 and 82: Scott Reid Chief Optimization Offic
Page 83 and 84: Super Bowl Fever Eric Stanton of JB
Page 85 and 86: Mar. 17-18 Mar. 20 Mar. 21 OMMA Con
Page 87 and 88: ADVERTISING AGENCY YOUR AD HERE Hig
Page 89 and 90: MEDIA BUYING SOFTWARE Software for
Page 91 and 92:
©Electronic ©Electronic Retailer
show all

March 2008 - Electronic Retailer Magazine

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?