Chuck McLeester
- Part-time Lecturer, Rutgers University
- Principal, Chuck McLeester Measured Marketing LLC
Philadelphia
As seen in:
Adweek,
Promo Marketing
Marketing Consultant specializing in strategy, metrics and measurement for direct, digital and relationship marketing.
Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Chuck McLeester
1 Year Later: Gen Z College Students Weigh in Again on Personal Data Collection
Last February, I reported on some of the things my Gen Z students wrote in response to an assignment about who gains the most from the value exchange of convenience-for-personal-data between consumers and marketers. A year later, I gave the same assignment with the same supplemental readings to a similar group of 40 students from Rutgers School of Business Camden, and the results were notably different.
1 Year Later: Gen Z College Students Weigh in Again on Personal Data Collection
Last February, I reported on some of the things my Gen Z students wrote in response to an assignment about who gains the most from the value exchange of convenience-for-personal-data between consumers and marketers. A year later, I gave the same assignment with the same supplemental readings to a similar group of 40 students from Rutgers School of Business Camden, and the results were notably different.
For Measurement-Oriented Marketers: The Best of ‘Here’s What Counts,’ 2019
Over the past year, “Here’s What Counts” opined on several topics. But the ones that gained the most traction involved Gen Z’s views on privacy, social media data collection, and 1:1 marketing. The most popular post, “Have We Ruined 1:1 Marketing?
For Measurement-Oriented Marketers: The Best of ‘Here’s What Counts,’ 2019
New Year, new hopes and new hurdles. Join Adweek for Outlook 2024, January 23, as we gather experts to dissect the (near) future and focus in on the key issues that will matter most in 2024. Save 50% with early-bird rates—register now. Over the past year, “Here’s What Counts” opined on several topics. But the ones that gained the most traction involved Gen Z’s views on privacy, social media data collection, and 1:1 marketing. The most popular post, “Have We Ruined 1:1 Marketing?
A Question for Marketers: Is It Social or Is It Media?
Facebook has 2.45 billion monthly users. Given that reach, it’s hard to classify Facebook as anything other than a mass media outlet.
A Question for Marketers: Is It Social or Is It Media?
Join Adweek for Outlook 2024, the predictive event marketers trust to navigate a year of economic shifts and cultural change. Register now to save 35%. Facebook has 2.45 billion monthly users. Given that reach, it’s hard to classify Facebook as anything other than a mass media outlet.
Have We Ruined 1:1 Marketing?
When Don Peppers and Martha Rogers wrote “The One to One Future: Building Relationships One Customer at a Time” in 1993, the Internet was a mere twinkle in Al Gore’s eye. But direct marketers felt excited, and even vindicated, about the promise of a future where data-driven personalization would deliver the right message to the right customer at the right time. But now that it’s here, are consumers happy with it?
Have We Ruined 1:1 Marketing? How the Corner Grocer Became a Creepy Intruder
Check out Commerceweek, Adweek’s destination for retail innovation. Enhance sales strategy across touchpoints with tips from top marketers. February 28-29 in NYC and virtual. Register. When Don Peppers and Martha Rogers wrote “The One to One Future: Building Relationships One Customer at a Time” in 1993, the Internet was a mere twinkle in Al Gore’s eye.
The Challenge of a (Really) Short-Form Direct Response Ad
It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter post. Students in my direct marketing class at Rutgers were tasked with finding direct response advertisements in different media and detailing what made the ads direct — as opposed to general awareness advertising. Things like targeting, personalization, call-to-action, specific offer, etc.
The Challenge of a (Really) Short-Form Direct Response Ad
New Year, new hopes and new hurdles. Join Adweek for Outlook 2024, January 23, as we gather experts to dissect the (near) future and focus in on the key issues that will matter most in 2024. Save 50% with early-bird rates—register now. It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter post.
Rihanna and Amazon - Marketing Perfectly Together
Rihanna’s second Savage X Fenty lingerie show will be a highlight of New York Fashion Week, with its inclusive line-up of models representing all body types. Last year’s show was available to anyone on YouTube. But “this year’s Savage X Fenty Show will be available to stream exclusively on Amazon Prime Video in more than 200 countries and territories worldwide, beginning Friday, September 20,” according to Deadline.
Rihanna and Amazon - Marketing Perfectly Together
Join Adweek for Outlook 2024, the predictive event marketers trust to navigate a year of economic shifts and cultural change. Register now to save 35%. Rihanna’s second Savage X Fenty lingerie show will be a highlight of New York Fashion Week, with its inclusive line-up of models representing all body types. Last year’s show was available to anyone on YouTube.
Marketers, How Valid Is Your Test?
A client I worked with years ago kept fastidious records of test results that involved offers, lists, and creative executions. At the outset of our relationship, the client shared the results of these direct mail campaigns and the corresponding decisions that were made based on those results. The usual response rates were in the 0.3 to 0.5% range, and the test sample sizes were always 25,000.
Marketers, How Valid Is Your Test? Hint: It's Not About the Sample Size
A client I worked with years ago kept fastidious records of test results that involved offers, lists, and creative executions. At the outset of our relationship, the client shared the results of these direct mail campaigns and the corresponding decisions that were made based on those results. The usual response rates were in the 0.3 to 0.5% range, and the test sample sizes were always 25,000.
A 4-year-old Girl Shows the Power of a Strong Brand
Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? There’s a sign with yellow M on a red background. That means there’s a McDonald’s near here.” McDonald’s has certainly built the golden arches “M” brand over the course of many years; my earliest remembrance is from the early 1960s.
A 4-year-old Girl Shows the Power of a Strong Brand
Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? There’s a sign with yellow M on a red background. That means there’s a McDonald’s near here.” McDonald’s has certainly built the golden arches “M” brand over the course of many years; my earliest remembrance is from the early 1960s.
Where Do You Start? Teaching Direct Marketing to College Students
What’s the best approach to engage college kids in understanding direct marketing? Principles first; metrics second? Or Metrics first; principles second? I remember sitting in the parlor of a Catholic parish rectory in North Jersey while my wife was participating in a wedding rehearsal. The Mets game was on TV. The brother of a parish priest who was visiting from Ireland asked me to explain baseball. Explain baseball?!?! Where do you start?
Where Do You Start? Teaching Direct Marketing to College Students
Expanding into the commerce space? Drive sales with expert insight from NBCUniversal, Vox Media, Emcee Studios and more at Commerceweek, February 28-29 in NYC. Get 35% off passes. What’s the best approach to engage college kids in understanding direct marketing? Principles first; metrics second? Or Metrics first; principles second? I remember sitting in the parlor of a Catholic parish rectory in North Jersey while my wife was participating in a wedding rehearsal. The Mets game was on TV.
Returns Are the Final Frontier for E-Commerce Dominance
E-commerce has had to overcome several barriers in its relatively short lifespan. (Well, relatively short for a Baby Boomer. But not so much for Millennials and Gen-Zers, who don’t remember a time when milk was delivered to your doorstep daily — but you couldn’t get almost everything else delivered for free in two days.) First, there was online penetration. In 1999, only 44% of Americans had Internet access, either at home or at work.
Returns Are the Final Frontier for E-Commerce Dominance
E-commerce has had to overcome several barriers in its relatively short lifespan. (Well, relatively short for a Baby Boomer. But not so much for Millennials and Gen-Zers, who don’t remember a time when milk was delivered to your doorstep daily — but you couldn’t get almost everything else delivered for free in two days.) First, there was online penetration. In 1999, only 44% of Americans had Internet access, either at home or at work.
Advice for GenZ Marketing Job Seekers and Hiring Managers
There’s a story I tell to my students about getting their first job.
Advice for GenZ Marketing Job Seekers and Hiring Managers
There’s a story I tell to my students about getting their first job.
Getting ‘Facebook Sober’? What Marketers Should Know About Consumers’ Attitudes and Social Data
I thought I was pretty clever when someone told me they hadn’t been on Facebook in over a year and I said, “Wow, you’re one-year Facebook sober.” They laughed. The next day, another person said they’d been off for two years — same comment by me, same reaction. But later, I found the term “Facebook sober” on Urban Dictionary — so much for my right to claim ownership of the term.
Getting ‘Facebook Sober’? What Marketers Should Know About Consumers’ Attitudes and Social Data
New Year, new hopes and new hurdles. Join Adweek for Outlook 2024, January 23, as we gather experts to dissect the (near) future and focus in on the key issues that will matter most in 2024. Save 50% with early-bird rates—register now. I thought I was pretty clever when someone told me they hadn’t been on Facebook in over a year and I said, “Wow, you’re one-year Facebook sober.” They laughed. The next day, another person said they’d been off for two years — same comment by me, same reaction.
Gen Z College Students Weigh-in on Personal Data Collection - Privacy Advocates Should Worry
The following post was originally published by Target Marketing. To read more of their content, subscribe to their newsletter, Today @ Target Marketing. Some GenZers don’t mind giving up their personal data in exchange for the convenience of targeted ads and discounts; others are uneasy, but all are resigned to the inevitability of it. However, the language they use to describe their acquiescence to data collection should be troubling to privacy advocates. After reading “Sharing Data for Deals?
Gen Z College Students Weigh-in on Personal Data Collection - Privacy Advocates Should Worry
Media and marketing pros from Warner Bros, YouTube, Tubi and more will share insights, perspectives and advice on how to keep up in this ever-changing industry. Join them in LA at the Convergent TV Summit on October 25. Some GenZers don’t mind giving up their personal data in exchange for the convenience of targeted ads and discounts; others are uneasy, but all are resigned to the inevitability of it.
Gen Z College Students Weigh-in on Personal Data Collection - Privacy Advocates Should Worry
Some GenZers don’t mind giving up their personal data in exchange for the convenience of targeted ads and discounts; others are uneasy, but all are resigned to the inevitability of it. However, the language they use to describe their acquiescence to data collection should be troubling to privacy advocates. After reading “Sharing Data for Deals?
Gen Z College Students Weigh-in on Personal Data Collection - Privacy Advocates Should Worry
Upgrade your sales funnel with expert insight at Commerceweek, Feb. 28-29. Broaden your audience with improved data technology and a seamless purchase experience. Register now at 50% off. Some GenZers don’t mind giving up their personal data in exchange for the convenience of targeted ads and discounts; others are uneasy, but all are resigned to the inevitability of it. However, the language they use to describe their acquiescence to data collection should be troubling to privacy advocates.
3 Tips for Retaining GenZ Marketing Talent
The new generational wave about to enter the workplace is fiscally conservative, career-oriented and hoping to be in their dream job within 10 years. These traits bode well for employers of Gen Z marketing talent who can deliver the things that these professionals are looking for in a job, but you’ve got to keep them interested.
3 Tips for Retaining GenZ Marketing Talent
Build your own seamless purchase experience at Commerceweek, February 28-29. Gain strategies for consumer retention with immersive touchpoints, AI innovation and storytelling. Register now at 35% off. The new generational wave about to enter the workplace is fiscally conservative, career-oriented and hoping to be in their dream job within 10 years.
Gen Z Influencers - Are Celebrity Endorsers Doomed to Extinction?
As Gen Z starts to dominate the consumer landscape, will celebrity endorsers lose their status? Quizzing my Gen Z college students about brands they’re loyal to and brand influencers, I find that they’re more focused on social media and peers than they are on advertising and celebrity endorsers. When asked to give examples of categories where they’re brand loyal, most of the female students turn to cosmetics, a category where the opinion leaders have traditionally been celebrities.
Gen Z Influencers - Are Celebrity Endorsers Doomed to Extinction?
Check out Commerceweek, Adweek’s destination for retail innovation. Enhance sales strategy across touchpoints with tips from top marketers. February 28-29 in NYC and virtual. Register. As Gen Z starts to dominate the consumer landscape, will celebrity endorsers lose their status? Quizzing my Gen Z college students about brands they’re loyal to and brand influencers, I find that they’re more focused on social media and peers than they are on advertising and celebrity endorsers.
Generational Marketing: Gen Z Goes to College
I’ve taught in colleges since 2005, and have shared my observations about Millennials in several Target Marketing blog posts. Recently, I realized that most of my current students aren’t Millennials, so my curiosity about psycho-demographics has me trying to observe the generational marketing characteristics of this new cohort of college students, arbitrarily defined as those born starting in 1997.
Generational Marketing: Gen Z Goes to College
I’ve taught in colleges since 2005, and have shared my observations about Millennials in several Target Marketing blog posts. Recently, I realized that most of my current students aren’t Millennials, so my curiosity about psycho-demographics has me trying to observe the generational marketing characteristics of this new cohort of college students, arbitrarily defined as those born starting in 1997.
Generational Marketing: Gen Z Goes to College
Join Adweek for Outlook 2024, the predictive event marketers trust to navigate a year of economic shifts and cultural change. Register now to save 35%. I’ve taught in colleges since 2005, and have shared my observations about Millennials in several Target Marketing blog posts.
Sears Had Everything: How Retail Success Became Failure
From 1969 to 1972, the retail success story Sears used the catchy jingle, “Sears Has Everything!” Not anymore. It’s ironic that Sears, the mail order giant of the 19th century that dominated retailing throughout the 20th century could not survive the e-commerce age of the 21st century. After all, Sears created mail order marketing — which evolved into direct response marketing, right?
Is College Outdated?
Shay Rowbottom of Margle Media posted a video rant on LinkedIn a few weeks ago about a recent college grad she interviewed who had no digital media buying experience. She blames colleges and universities for not keeping up with the times. Knowing that I do a lot of teaching at the college level, Paul Bobnak tagged me asking what I thought. I think it’s complicated. On one hand, many universities could be doing a better job giving students opportunities to practice real-world marketing skills.
Marketing Decision-Making: Similarity to the 94% Who Don’t Trust Mainstream Media
Marketing decision-making is a science for some, a gut reaction for others. And the latter group is concerning, because people are easily misled when presented with things they want to believe.
The Day Customer Data Made Marketers ‘Big Brother’
Every breath you take; Every move you make; Every bond you break; Every step you take, Every single day; Every word you say; Every game you play; Every night you stay, It’s a bit ironic, and somewhat prescient, that a band named The Police sang those lyrics in the year before 1984. We’ve finally found the Holy Grail of one-to-one marketing … but do we like it?
Turn the Funnel Upside Down for Better ROI Planning
Many conventional marketers depict the progression from prospect to buyer as a funnel starting with impressions at the top and working down through the sales cycle to responses, leads, qualified leads and finally buyers. This approach tells a top-to-bottom chronological story of the promotion process. But turning the funnel upside down provides a much more useful approach to planning ROI.
How Numbers Lead Us Astray So Easily
Frogs, fish, dogs, spiders, hyenas, chimps and others in the animal kingdom all have an innate ability for counting. But we humans are easily fooled by numbers, especially when they’re presented in context. Learning to exploit the power of context can pay off big for marketers, but at the same time, marketers need to be careful not to be fooled themselves.
For Millennials, Direct Marketing Books Aren’t Catching Up
Lucy and Ethel on the Chocolate Factory conveyor belt faced a daunting task. That’s what it must like to try to create a current direct response marketing book. I’ve been teaching as an adjunct for more than 10 years — mostly advertising research and marketing courses. But only recently have I had the opportunity to teach a class devoted entirely to direct response.
Testing: Sometimes, the Little Things Count
We’re always seeking new approaches to achieve breakthrough results in direct response marketing, and sometimes we get a big win with a bold new concept. But while you’re on the quest for a big idea, don’t overlook the little things. Slight changes, particularly in your call to action or offer structure, can result in incremental improvements and even significant lifts in response. And in the online world, these tests are easy to execute and results can be read quickly.
Xennials: How They’re Different for Marketers
Generational differences in attitudes can be helpful to marketers, but the line between generations can’t be defined by a single point in time. It’s fuzzy. Does the recent buzz about the micro-generation born between 1977 and 1983, the Xennials, create opportunities for marketers to target this demographic?
Marketing Challenge: What To Do With the Trump Brand?
What should Donald Trump Jr. and Eric Trump do with Trump Brand? The brand has traditionally been positioned as upscale: hotel rooms that start at $400; golf club memberships for up to $200,000; $50 cologne; $40 wines; $175 ties. But with the president’s low approval ratings, things have not gone well in some of the Trump businesses — paving the way for some geo-demographic segmentation opportunities.
Political Polarization? The Medium Is the Message
[Editor’s note: While this opinion piece is not explicitly about marketing this time, it’s important for marketers to note what’s happening with consumers and the context in which they’re seeing ads. Content marketers have had to keep an eye on this; most recently in April, concerning hate speech sites housing YouTube ads.
Embrace Failure to Achieve Success
Too many marketers fear failure instead of embracing it. They fear that reporting poor results will be viewed as poor management. Instead, they should be positioning their results as learnings. Knowing what doesn’t work is just as important as knowing what does; yet the fear of failure permeates many corporate cultures, discouraging risk-taking and encouraging the status quo.
Direct Marketing: An Rx for Medication Non-Adherence, Part 2
[Editor’s note: In a related matter, healthcare marketers are invited to discuss matters like these on June 15 at the Target Marketing Healthcare Roundtable. This link allows marketers to register.] Last month, I wrote about the fact that regardless of the condition for which a medication is prescribed, after three to four months, only about 40 to 50 percent of the people prescribed long-term medications are still taking them.
Direct Marketing: An Rx for Medication Non-Adherence
Citing a review in the prestigious Annals of Internal Medicine, the New York Times recently reported that people do not take their medication as prescribed. “This lack of adherence is estimated to cause 125,000 deaths, and at least 10 percent of hospitalizations, and to cost the American healthcare system between $100 billion and $289 billion a year.” This news was not surprising to me.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Chuck
Contact Chuck, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack