Markéting

Companies Must Act Responsibly When Using the Power of Suggestion

Nick Cowling | Posted 11.19.2014 | Canada Business
Nick Cowling

Since trust plays a big factor in listening to what we're being told, corporations have the responsibility to provide messages that are both accurate and in the best interests of their audiences. Time and time again, however, we see the power of suggestion being used in a misguided and sometimes even destructive way.

WATCH: How To Build Engines Of Loyalty With A Consumer

Posted 11.17.2014 | Canada Business

Brands today have the ability to develop a direct relationship with customers like never before, says Twist Image President Mitch Joel. It's this grow...

How 'Organic' Viral Videos Are Really Created

Jeff Quipp | Posted 11.07.2014 | Canada
Jeff Quipp

A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.

What I Learned This Week: Avoid Asshole Ammunition

Andy Nulman | Posted 11.04.2014 | Canada Business
Andy Nulman

Giving up the reigns puts someone else in the driver's seat, which is a guaranteed recipe for calamity. Trust me, every pitch you'll make will be challenged... but the longer your maintain control, the more powerful a base (and shield) you build. What's more, you may inadvertently address, even eliminate, someone's genuine concern as your presentation rolls on to its finish.

Why Teens Fleeing Facebook Shouldn't Surprise Us

Nick Cowling | Posted 10.30.2014 | Canada Business
Nick Cowling

While trolling parents might be concerned, marketers shouldn't be surprised by the drop in teen Facebook usage. After all, target audience behaviour is never set in stone. It's not the consumer's job to remain loyal, it's the business' job to keep up.

How to Develop Your Brand in This Social Media Age

Marc Stoiber | Posted 10.28.2014 | Canada Business
Marc Stoiber

We are human. We have a hardwired need to connect. And we, as entrepreneurs and businesspeople, want our companies to have that human connection, too. Whether you succeed or not, depends on how you approach it. Nail the brand first, then the social media tactics, and you'll be moving in the right direction. And ahead of most of the pack.

Why Your Business Should Spend The Extra Time Personalizing Digital Content

Carlos de Torres | Posted 10.25.2014 | Canada Business
Carlos de Torres

When creating your digital media strategy, be sure that you're looking to make your content count. Get personal; find ways to deliver a personalized experience. We can no longer wait for consumers to come to us -- we must give them what they're looking for before they know to ask or think to seek it elsewhere.

What I Learned This Week: A Checklist to Guarantee Passion in Your Projects

Andy Nulman | Posted 10.19.2014 | Canada
Andy Nulman

As mentioned in a post a couple months back, I carry a journal with me just about all the time, which I fill with copious thoughts, notes, ideas and...

What I Learned This Week: It's The Frills That Bring The Thrills

Andy Nulman | Posted 10.14.2014 | Canada
Andy Nulman

During the Jewish Holidays last week, the two words I heard most often (other than "Shana Tovah," which means "Happy New Year") were "Nice suit!" I...

Are The Homeless Even People?

Jagneet Singh | Posted 10.12.2014 | Canada Impact
Jagneet Singh

Truth is, that wasn't normal by any means. As a society, our relationship with homeless people is simple; either you drop a coin or walk by. It's impossible to connect with people as people because we let ourselves get divided only by borders, but also by our occupations, social status, and other arbitrary self-imposed barriers.

Getting Personal With Your Brand

Shannon Skinner | Posted 10.08.2014 | Canada Business
Shannon Skinner

Let's face it: it's always personal. Even when it's not. Even in business. Every business owner is first and foremost a person and the way we view the world is through our unique human perspective. We put a lot of ourselves into our businesses and careers, and therefore, by default it is personal. Enter the personal brand.

Ask Yourself These Three Questions Before You Dive Into Online Video

Lisa Ostrikoff | Posted 10.06.2014 | Canada
Lisa Ostrikoff

This is a great place to start when looking at your overall video strategy and deciding what content to include and what stories to tell. Come up with three key messages for potential customers to absorb, and then work on simplifying them. Get someone to view your businesses from an outsider's perspective, which can add additional insight.

Marketing's Hot New Trend: One Message, Many Audiences

Anne Day | Posted 10.06.2014 | Canada Business
Anne Day

One of the challenges we face when we start out, is we really don't know what will take off, so we dabble in a range of ideas, and I actually still believe this is a good way to go. But pay attention. Watch closely as to what is the most popular and perhaps, given my new insights, think about who else could benefit from what you are doing.

The Myth About Online Shopping in Canada

Nick Cowling | Posted 09.29.2014 | Canada Business
Nick Cowling

On September 19, tens of thousands of Canadians lined up outside Apple stores as the much-desired iPhone 6 was released to the public. Despite pre-orders being available, many Canadians would rather pick up their new device in-store, rather than buying online.

So You Think You're an Expert: Why it Pays to Hire a Pro

Jennifer Pellegrini | Posted 09.29.2014 | Canada Business
Jennifer Pellegrini

We all know someone who thinks they can do anything, even though there are perfectly well-trained, experienced and knowledgeable pros who are ready, willing and able to take on a job. The results can go from the hilarious to the horrifying.

How To Define Success in Business

Sajeel Qureshi | Posted 11.26.2014 | Canada Business
Sajeel Qureshi

Every business loves more sales, but most businesses don't realize that means longer hours, greater accountability and more responsibility. You risk losing your work-life balance. Do you only equate money with success?

Advertising Through Smart Technologies -- How to Be Intelligent Without Being Intrusive

Carlos de Torres | Posted 11.09.2014 | Canada Business
Carlos de Torres

The key to smart and successful marketing is finding the right time and the right experiences to engage. In fact, today's smart technologies can do a lot to reduce information overload -- countering Orwellian fears some might have about machines that know so much about us.

What a PR Agency Can Do for Your Company

Andrea Lekushoff | Posted 11.08.2014 | Canada Business
Andrea Lekushoff

Let's face the facts. You've hired a PR agency because you are buried in work and want an experienced and proactive PR team that can make you and your company look good -− with the least amount of oversight on your part.

What I Learned This Week: Don't Stop Believing

Andy Nulman | Posted 11.08.2014 | Canada Business
Andy Nulman

As I've said in this space often, my lessons learned can be profound or simple. They may be revolutionary and new, or old news that needs to be repeated. The point here then, this week's lesson learned is a simple, old one of the value of perseverance. Or put another way: Success knows no substitute for tenacity.

How This Brand Made You Feel You Needed Something You Already Have

Sari Gabbay | Posted 11.03.2014 | Canada Business
Sari Gabbay

With only a shoestring budget, Dollar Shave Club found a way to rise above the mega brands and connect directly with consumers. They shocked us, made us laugh, and made us feel cool. They had the balls to call us out if we even thought about going back to that lame, expensive razor that we've been using all along.

How To Get Millennials To Pay Attention To Your Product

Rob Henderson | Posted 10.28.2014 | Canada
Rob Henderson

To put it simply, cars have changed dramatically over the last century, but marketers are still doing the same old thing: using the 'one colour approach' in an attempt to draw in an audience whose wants and needs differ vastly from their predecessors.

What Made Visiting Alinea Restaurant Taught Me About Business

Andy Nulman | Posted 10.25.2014 | Canada Business
Andy Nulman

I'm no foodie, but a 35 year business career has taken me to some of the finest food emporiums all over the globe. Nothing has even come close to the epicurean delight I experienced at chef Grant Achatz's majestic Alinea. It didn't merely shatter expectations for a restaurant, it was one of my great life experiences, period.

Missing a Middle Manager? Here's How a PR Agency Can Help

Andrea Lekushoff | Posted 10.19.2014 | Canada Business
Andrea Lekushoff

As many of us know, middle managers are disappearing because Baby Boomers are retiring, but also because companies have fewer entry-level workers to promote to middle management roles. These teams can turn to PR agencies, many of whom are well-positioned to bridge these critical skills gaps.

How Brands Can Connect With Vacationing Customers

Carlos de Torres | Posted 10.11.2014 | Canada Business
Carlos de Torres

Summer in Canada is short. For four months of the year, the majority of Canadians are heading to patios, beaches and national parks -- anywhere they can soak in the sunshine and try to forget about the frigid winter that just passed. To truly win over consumers we need to provide timely value and relevance with every touch point.

How to Keep Your Personal Brand True to You

Sarah Vermunt | Posted 10.08.2014 | Canada Business
Sarah Vermunt

For some, the idea of building a personal brand feels a little, well, icky. You might wonder, How do you build a personal brand without feeling like you're selling your soul? Actually, selling your soul is exactly what you should do. Stick with me, here...