General Mills, Kraft Launch Word of Mouth Networks†

Brandweek, October 5, 2008 — Recognizing that a consumer's two cents are well worth their dollars, General Mills and Kraft have both launched new word-of-mouth networks.

For General Mills, it is "Pssst . . . ," an online network that gives members the scoop on the latest product news and offerings. The site, pssst.generalmills.com, currently has 100,000 members after a quiet launch last month.

Pssst uses an initial survey to help gauge product preferences. Once registered, users can voice their opinions via blog posts, share online coupon offers and recipes, and test new sample kits via the mail.

Kraft, meanwhile, kicked off Kraftfirsttaste.com last week, which lets consumers share the newest coupon and sampling offers, but also includes features such as a member spotlight, product... continue reading

Macy's National Approach: Go Local†

Marketing Shifts to Web, Radio and Newspapers, Away From Television

Wall Street Journal, May 21, 2008 — When Macy's decided a couple of years ago to build a national brand, it boosted its spending on television advertising. But as part of a recent move to appeal to local tastes, the retailer will emphasize media such as newspapers, radio and Internet advertising.

Overseeing the new marketing strategy is Peter Sachse, who doubles as Macy's chief marketing officer and chairman of Macy's online division. A 25-year veteran of Federated Department Stores, which last year changed its name to Macy's, he is serving his second stint as CMO. He filled the job from 2003 to 2006 before moving on to run Macys.com, resuming the role about a year ago after his successor left abruptly.