On a Roll: Robert W. Fallon

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Robert W. Fallon, 50, this month became chairman and president of the Promotion Marketing Association, succeeding John Zamoiski. Mr. Fallon is VP-brand services for Devine & Pearson, Quincy, Mass. He served in a variety of key marketing positions at Ocean Spray Cranberries from 1982-99, and before coming to Devine was chief marketing officer at Millennium Lifestyle Marketing Group, also Quincy.

Opinion: Promotion still doesn't get the respect it deserves vs. advertising. To succeed, promotions must be intrinsic to the advertising, not an overlay.

Tip: Create experience-based promotions for supermarkets. Retailers are looking for ways to turn sterile stores into villagelike environments through promotions.

Insight: Retailers are generally failing to integrate their Web sites with circulars, coupons and in-store marketing efforts. Find ways to invite feedback through the store Web site vs. dictating. Make customers the stars.

Belief: Listening is one of marketing's most powerful and underrated tools.

Pet peeve: Credentials presentations. Instead, surprise the client with new information. Tease them, intrigue them.

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