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Articles by Carol Emert
Marketing’s flight to quality: Now’s our chance to Marie Kondo marcom
There’s an overdue conversation in the marketingverse these days about flight to quality — replacing spray-and-pray marcom with fewer, more thoughtful communications. It’s the natural outgrowth of leaner teams, especially in tech, trying to meet the same demands. This idea isn’t motivated by the meta-problem in marketing — a marketplace deluged in clutter — but it is a chance to remedy it, at least a bit.
I was laid off by kinder, gentler capitalism
I was the lead creative strategist on brand values communications for our Sustainability, Philanthropy, Equality and ethical technology teams. I was the lead content strategist on the Team Earth brand campaign, which espouses stakeholder capitalism with a high-profile assist from Matthew McConaughey. I even gave a featured presentation at a Salesforce conference on how social and environmental values drive business growth. So what’s it like to be laid off by kinder, gentler capitalism?
How To Build Loyalty With Year-Round Holiday Marketing Strategies
Holiday season used to be associated with a briskness in the air. It was a signal that shopping bonanzas like Black Friday and the winter holidays were around the corner. Today, “holiday” season has grown beyond Black Friday or Cyber Monday or even Cyber Week. It’s a year-round affair, and holiday marketing strategies are shifting to adapt. It’s no secret that the pandemic accelerated a new era of digital-first business.
Why Website Personalization is Your Best Friend in a Tough Economy
When the economy shows signs of slowing down, marketing budgets are often the earliest casualties. However, not all marketing investments are created equal, and website personalization will help you regardless of the economic climate. There are several reasons why your business should focus on website personalization. The first is customers now expect personalized experiences from nearly every brand they engage with.
You Can Build Customer Trust With Values-Based Marketing – Here’s How
Trust is the connective tissue between a brand and its customers. Marketers play a special role in building trusted relationships because we are in many ways the face and voice of the brand. Everything we say – and do – as marketers is an opportunity to build or destroy trust. That’s why values-based marketing is important. Values-based marketing is more crucial than ever as we near Year Three of the pandemic.
Newspapers, Union OK Pact In East Bay
Carol Emert, Chronicle Staff Writer | on August 8, 1998 After 11 years of on-again, off-again bargaining, ANG Newspapers Inc. has struck a tentative labor agreement with the Northern California Media Workers Guild, which represents editorial staff such as reporters, photographers and copy editors. The salary terms of the three-year agreement are meager, even by newspaper standards, but union representatives said reaching any accord after 11 years is a victory.
Kenneth Starr hired to push wine shipping / Former Clinton scourge is consulting for California's Coalition for Free Trade
CFT says it chose Starr because he was the most qualified person for the job -- helping devise a strategy to legalize interstate wine shipping, an issue that is being heard in federal courts around the country and may be headed toward the Supreme Court. Starr, a former federal judge and U.S. Solicitor General under President George H. W. Bush, has argued 28 cases before the high court and moonlights as a Constitutional law professor, in addition to working in private practice.
RETAIL CLASSIC / Counter Culture / Service key to Oakland hardware store's survival
At Ace Ellis Hardware in North Oakland, one-on-one customer service is mandatory. Personal assistance is not a policy handed down by some touchy-feely chief executive. It is simply the best way for the 54-year-old store to stay in business in its neighborhood. To deter shoplifters, most of the family-owned shop's supply of bolts, wire, hammers and spackle are behind a front counter. Customers line up to ask questions and request merchandise, which helpful staffers retrieve from the back.
Trade Trip to Latin American Rounds Up Orders
WASHINGTON — A government-sponsored apparel trade mission last fall to three Latin American countries has been paying off for participants, an indication that the opportunities of a North American Free Trade Agreement could expand into South America. Back when NAFTA was far from a certainty, this contingent of 11 U.S. companies found eager buyers on their trip to Mexico, Chile and Argentina. It took place Oct. 13-22.
Clinton Leaves Opening for China to Trade Talk
WASHINGTON — The Clinton administration continued to send mixed signals about its China policy Friday by announcing it will reestablish a U.S.-China economic forum that was suspended after the Tiananmen Square uprising in 1989. The announcement by Treasury Secretary Lloyd Bentsen came one day after U.S. Trade Representative Mickey Kantor vowed to cut Chinese textile quotas because the Beijing government is failing to prevent quota evasion.
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