Interactive videos and word-of-mouth are in this promotions manager's future.

As promotions manager, Andy Pawlowski leads all strategy and content development for Rawlings.com and WorthSports.com. He also develops and leads all youth baseball promotional efforts, and manages the relationship between the Rawlings Sporting Goods Inc.'s brands and key cataloguer accounts.

iMediaConnection: What was your biggest online "win" this year, and how did you sell it throughout the company?

Pawlowski: We convinced our management team of the importance of the Internet. This is allowing us to rebuild Rawlings.com from top to bottom as we speak.

iMediaConnection: How has your job changed this year?

Pawlowski: I am new to the emarketing side after focusing on in-store merchandising and promotions.

iMediaConnection: What surprised you in the online world this year?

Pawlowski: The speed at which the adoption to broadband is happening (and the implications for Web sites).

iMediaConnection: Have you realigned internal structures and resources to simplify or increase integrated marketing?

Pawlowski: Yes. We have created an emarketing component within our brand marketing team.

iMediaConnection: How do you determine your marketing mix -- and how has the role of online in it changed?

Pawlowski: We meet as a team and discuss our objectives. All possibilities are discussed and we allocate resources based on the ability of those options to help us meet our goals. Online now will play a role in this process.

iMediaConnection: What haven't you brought into the marketing mix yet that you want to try?

Pawlowski: Word-of-mouth marketing.

iMediaConnection: Have you seen specific evidence of online driving offline sales?

Pawlowski: No, although measuring impact would help us garner more funding.

iMediaConnection: Are you using consultants, software, agencies or other tools to help with search engine marketing?

Pawlowski: No.

iMediaConnection: What do you believe is the future of ad agencies?

Pawlowski: Assisting brands in purchasing very targeted media -- down to that individual target consumer.

iMediaConnection: What do we need to be doing as an industry to help you make interactive marketing a bigger piece of your marketing pie?

Pawlowski: Make measuring ROI easier and more accepted. Allow us to make the one-to-one connections needed.

iMediaConnection: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, etc.? Are you using any blogs or other social networking tools to market?

Pawlowski: Not yet, although it is on our radar.

iMediaConnection: What are you investing in now for next year's marketing program?

Pawlowski: Interactive product videos.

iMediaConnection: Does anything still frustrate you about what online can or can't do?

Pawlowski: The explosion of selling names (emails) by some companies has devalued email campaigns for the rest of us.

iMediaConnection: What blogs do you read?

Pawlowski: I read blogs on my favorite baseball team (sadly, the KC Royals) as well as a few others by correspondents on sports Web sites.

iMediaConnection: What are your daily "must-see" Web sites and why?

Pawlowski: ESPN.com for the latest info in the sports world. The Kansas City Star online for updates on the KC Royals and Chiefs. I also check out a few fantasy baseball and football Web sites.

iMediaConnection: What are you reading these days, other than iMediaConnection.com, of course?

Pawlowski: I'm currently reading The Influentials (word-of-mouth marketing).