Girl Scout Cookies… It’s All About Relationship Marketing

I walked into my office Monday morning and much to my surprise there was a box of Girl Scout cookies on my desk.  ‘Tis the season I thought, in anticipation of being flooded with order forms from co-workers, family and friends.  I began to wonder what makes them so popular and how have they stood […]

REI Invests in Targeted Marketing Campaign… In Store and Out

REI (Recreational Equipment Inc.) was named most respected brand in the private company category by branding and advertising firm GreenRubino in 2011.  So how does this iconic outdoor retailer invest in marketing to support their success? In 2011 REI spent approximately $60M to support their $1.8B business.  To put this in perspective, they spent 3% […]