It's no coincidence that Chicken Little, Scooby-Doo and JoJo will be floating through New York City as part of this year's Macy's Thanksgiving Day Parade. These beloved children's characters all have a product to push, and the parade, with some 50 million TV viewers and 2.5 million live watchers, makes for an attractive sales launch.
The Gant label has gone outside the usual celebrity box in selecting the spokesmodel for its spring 2006 launch. The sportswear brand has signed Robert F. Kennedy Jr., who will participate in ads in exchange for contributions and publicity for his environmental group.
Special Thanksgiving Day hours, price matching policies and heavy discounting are among the gimmicks retailers are using to lure shoppers for the start of the holiday shopping season. "These are desperation moves," said Erik Gordon, marketing professor at Johns Hopkins University. "Everyone is your competitor these days, and no retailer can afford to lose market share."
Ikea North America is preparing to launch a review of its $45 to $50 million creative account. The Swedish furniture giant recently parted ways with independent shop Secret Weapon Marketing in Santa Monica, Calif., after one year.
While feared by many sales people, the cold call can be an effective way to expand business. Business 2.0 offers six tips to cold calling, including engaging the gatekeeper, finding common ground and buying before you sell.