3+ day, 16+ hour ago   (208+ words) Marketing campaigns featuring athletes have become commonplace. So for a promotion tied to the kickoff of college football season, Dairy Queen highlighted team mascots instead. With hundreds of avian college mascots to choose from, Dairy Queen winnowed down its picks…...

1+ week, 1+ day ago   (630+ words) For B2B marketers, the challenge may no longer be convincing the organization that creativity matters. It’s proving what that creativity does for the business. Nearly all respondents to a new Association of National Advertisers (ANA) survey — 98% — said creativity is extremely or…...

1+ week, 1+ day ago   (567+ words) Business-to-business marketing needs to apply the same customer focus and customer empathy that direct-to-consumer marketers employ, said Armin Molavi. The software-as-a-service brand’s top product is Canvas, which has roughly 60% market share in higher education, Molavi said. Instructure also offers an…...

1+ week, 1+ day ago   (812+ words) Pop-up stores can drive a lot of value for a brand from testing a geographic market to a splashy marketing campaign. Many brands are opting for short-term pop-ups to create urgency and turn a store into news, Nicholas Roberts-Moore, Chief…...

4+ week, 1+ day ago   (871+ words) Carhartt is in the second year of its campaign that highlights the labor and workers behind building the new National Football League Buffalo Bills Highmark Stadium. The first iteration of the campaign kicked off last season as work was underway…...