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April 04, 2011

Introducing: CrackerJack Marketer


Not too long ago, in a business galaxy not too far away... Paul Williams and I were retail marketing managers at Starbucks Coffee. Our hands were always dirty working in the trenches designing and implementing marketing programs to acquire new customers and to get current customers to buy more, more often—standard retail marketing activities.

Since my days at Starbucks, I’ve spent time at Whole Foods Market as a national retail marketing director and more recently as a one-man marketing advice shop with Brand Autopsy.

Paul has spent his post Starbucks days building out his Idea Sandbox brainstorming business helping clients generate remarkable marketing ideas.

Over the years Paul and I have kept in touch and have worked together on a few retail marketing projects. The work we’ve done has been top-notch and we’ve had fun doing it. So much fun that we’ve decided to create an offshoot business to help you become a really good marketer... a CrackerJack Marketer.


The CrackerJack Marketer business is being setup to share lessons we’ve learned about the retail marketing game. Everything we’re doing with CrackerJack Marketer is to help marketing managers and retail business owners better solve for acquiring new customers and getting current customers to buy more, more often.

Learn more by watching this homemade video...

The simplest way for you to participate is through signing up to receive the CrackerJack Marketer email newsletter. Each month you’ll receive a strong dose of retail marketing knowhow packaged in an easily digestible email. For signing up, you’ll immediately receive a .pdf of our Ten Timeless Tips for Marketing Career Success. The cost is only your permission and your time.

Another easy way to participate is follow the CrackerJack Marketer website. Every week, Paul and I will give two answers and two perspectives to relevant marketing questions like: How best should a Brand Style guide be designed? ... Is a sports sponsorship with the expense? ... Is sampling the best way to drive trial of a new product? All totally free marketing advice.

We’ll also be doing monthly CrackerJack Marketer webinars (beginning in May). Topics for these webinars will be timely like “When and How to Use Groupon to Boost Sales” and timeless like, “Designing Effective Customer Loyalty Programs.” There’ll be a charge for these webinars but the payoff from attending and learning will be large.

With CrackerJack Marketer, we’re also offering various tiers of consulting services. Learn more here.

The Brand Autopsy Marketing Practice will continue, just as Paul’s Idea Sandbox business will also continue. We’re just adding on a new way to work with businesses by focusing our advice solely on the retail marketing game with CrackerJack Marketer. Come along for the ride...


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Sorry, but it sounds so much like crackpot, or perhaps crackpipe.

Frankly, I loved crackerjacks as a kid, but would never put someone who has achieved crackerjack status as an expert. Ninja, yes. Pirate, yes. Samurai, yes. Crackerjack? LoL, NO.

Rob ... Ninja was taken. Pirate was taken. Samurai was taken. We like CrackerJack because it reminds us of yesteryear and because it's different. Some might say unexpected. Plus, that old slogan totally fits what we are doing... "When you're really good, they call you Cracker Jack."

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