Markéting

Focus On Technology Over Brand Experience At Your Own Risk

Joseph Donia | Posted 02.02.2016 | Canada Business
Joseph Donia

Brand experience, the way I approach it, focuses on creating positive emotional outcomes for every interaction with a brand, whether that person is a prospect, a buyer, or an employee. That experience can come via content, service experiences, telephone calls, or retail experiences, among others.

Apps Like Periscope Are The Cure For The Common Conference Call

Andrea Lekushoff | Posted 01.08.2016 | Canada Business
Andrea Lekushoff

Imagine using Periscope to help the owner of a trendy restaurant broadcast live from a celebrity-filled TIFF party, enabling followers to join the party and post questions to favourite stars via their smart phones. Now doesn't this sound more exciting than your run-of-the-mill press release, analyst call, executive blog post or on-location Twitter message?

10 Ways To Get Publicity For Your Small Business

Samantha Kemp-Jackson | Posted 01.07.2016 | Canada Business
Samantha Kemp-Jackson

One of the most challenging things for small business owners to grapple with is how to get publicity for their business. With so much "noise" out there with competitors clamoring for media profile, how does a small business get their voice heard above the din?

It's Time We Cut Ourselves Some Slack In The Workplace

Andrew Rennie | Posted 01.07.2016 | Canada Business
Andrew Rennie

We're conditioned to act like we don't need sleep or weekends, only fleeting validation for that campaign that just hit market and a swig from the company whiskey bottle. I had never much subscribed to the notion of Toronto's permeating anxiety, however, until I returned from a much-needed trip over this past holiday break.

2015's Biggest PR Hits And Misses

Carol Levine | Posted 12.22.2015 | Canada Business
Carol Levine

Whoever said you that you can't take brand equity to the bank never dealt with a knife to their reputation. Looking back over 2015, some notable stories stood out for being classic PR blunders, but there do exist a few situations that give us hope that doing right by doing good is still possible.

Using Soft Metrics To Evaluate Ongoing Performance

Jeff Quipp | Posted 12.18.2015 | Canada Business
Jeff Quipp

In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric li...

Industry Insights From A 7 Year Old

Kelly Lovell | Posted 12.18.2015 | Canada Business
Kelly Lovell

As the end of the year comes to a close, industry leaders are already preparing for what's next and refining their 2016 strategies to stay on top of the market. With baby boomers retiring and millennials being the most studied generation to date, market leaders can gain insight from the next generation, Generation Z.

How WestJet Earned Authenticity In A Jaded Airline Space

Mary Charleson | Posted 12.18.2015 | Canada Business
Mary Charleson

Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands.

VR May Have Unintended Consequences For Travel

Bob Ramsay | Posted 12.10.2015 | Canada Business
Bob Ramsay

Can strapping on a headset that puts you in a mountain meadow induce you to visit that actual meadow on your next vacation? The travel industry thinks so, and last week's Globe article "Can virtual reality bring real tourists to B.C.?" practically yodels "YES!" in reply. I beg to disagree.

The Art Of Deliberately Leaking Corporate Secrets

Liisa Atva | Posted 12.08.2015 | Canada Business
Liisa Atva

Although there may be risks for companies in leaking secrets, the researchers make a strong case for doing so when appropriate. It appears that some of the most prolific and careful leakers are also among the most profitable companies in the world.

Where Fashion Meets Sports Sponsorship

Matthew Klar | Posted 12.04.2015 | Canada Business
Matthew Klar

The line between celebrity and athletes has grown increasingly blurry over the past number of years. It is common to see athletes on late night TV or attending the latest Hollywood award shows. This environment -- typically reserved for actors and actresses -- has given athletes the opportunity to showcase their fashion sense off the field of play.

How An Entrepreneur Can Market Like A Fortune 500

Tarek Riman | Posted 12.04.2015 | Canada Business
Tarek Riman

What small business and startups can learn from Fortune 500s? What can SMBs do as well as (or even better than) Fortune 500s, without a Fortune 500 budget? The answer is in changing consumer attitudes. Markets and marketing have undergone huge changes in the past decade. So have consumers.

Hashtags Can Help Small Businesses Play In The Big Leagues

Jennifer Osborne | Posted 12.04.2015 | Canada Business
Jennifer Osborne

One symbol has become a powerful tool for connecting with intended audiences on social media: hashtags. They help expand a social network, allow one to participate in important conversations and increase online visibility. While using hashtags on social media may seem like common sense, knowing how to use them strategically is key.

How This Classic Soup Company Is Revitalizing Its Brand

Tiffany Leigh | Posted 12.02.2015 | Canada Business
Tiffany Leigh

It seems that you can teach an old dog new tricks. Even in its golden years, Campbell's brand is still young at heart. They know the market and consumer landscape is changing, so they're addressing these issues and concerns head on.

We Are No Longer Marketing To Consumers

Tarek Riman | Posted 11.30.2015 | Canada Business
Tarek Riman

Consumers are not static groups. They are not one dimensional. For marketers, they are a dynamic collection of varying behaviours. And the insight we have into those behaviours is immense. Marketing to behaviours means marketing to a series of demands, habits, visits and more.

The 'Blowfish Effect' Can Help Small Retailers Beat The Big Guys

Leyla Seka | Posted 11.25.2015 | Canada Business
Leyla Seka

It's not easy to be a small business taking on established competitors, especially during the holidays. With many risk-averse customers sticking with well-known brands and tried-and-true solutions, SMBs in the retail space need to work hard to cut through the noise and reassure nervous consumers.

Is Canada Ready For Marijuana Marketing And Stylish Dispensaries?

Mary Charleson | Posted 11.19.2015 | Canada Business
Mary Charleson

One of the more potentially controversial policies promised by the Liberals is the legalization of marijuana. Whether we agree with it on not, Canada is likely to see marijuana openly available for sale within the next four years. Pot is about to get hot.

Showcase Your Brand By Mastering Video Content

Evan Thompson | Posted 11.12.2015 | Canada Business
Evan Thompson

There is no mathematical ratio to help determine how many parts video versus written content to add to the mix when building the ideal website to showcase your brand, but it is important to combine both written and video content to most effectively get your message across.

Embracing Sustainability Can Pay Off For Your Brand

James Riley | Posted 11.11.2015 | Canada Business
James Riley

Today we know that the state of the planet affects the way we are doing business. With climate change comes risks and opportunities. We all know the risks. The opportunity for brands starts with marketing leadership, and the reward is an improved brand and reputation.

How To Compete For The Scarcest Resource: Attention

Joseph Donia | Posted 11.09.2015 | Canada Business
Joseph Donia

We're awash in content. Blog posts, infographics, whitepapers, webinars. The list goes on. Investment in content marketing is a double-edged sword; more players, more content, and higher budgets mean more noise and less effectiveness. We're all competing for a scarce resource - attention.

What Brands Can Learn From James Bond

Julie Rusciolelli | Posted 11.06.2015 | Canada Business
Julie Rusciolelli

Producer Albert R. Broccoli figured out how to make a ton of gold bullion and keep people coming back 50 years later, despite repackaging the lead a number of times. Agent 007 can teach us a few things about brand eminence and brand longevity.

Marketers Can Learn From Pumpkin Spice Season

Karin Campbell | Posted 11.04.2015 | Canada Business
Karin Campbell

As winter approaches and the trees are losing their leaves, there's no better time to take a good look at the season passing us by: Pumpkin Spice Season. While it tends to be a love-it-or-hate-it flavour, there's a lot that marketers can learn from the pumpkin spice phenomenon.

Why Businesses And Millennials Are Streaming

Nick Cowling | Posted 10.31.2015 | Canada Business
Nick Cowling

Social media has enabled people to do so at a great capacity and velocity. Today, you can hear about something, like it, and tweet about it within minutes and the news spreads like digital wildfire. Joining this social media crazed phenomenon and somewhat new to the game, is Periscope.

Create A Personal Marketing Plan To Help Your Business And Career

Evan Thompson | Posted 10.29.2015 | Canada Business
Evan Thompson

It's no wonder that when you Google "personal marketing plan," more than 50 million results appear. As the workplace becomes more difficult to navigate and expectations of our performance rise, we are often faced with conflicting goals. They pit our need to remain true to ourselves against doing what it takes to move forward in our careers and businesses.

It's Time To Get Serious About Ad Blocking

Joseph Donia | Posted 10.28.2015 | Canada Business
Joseph Donia

The reason ad blocking has been met with so much fervor, is that it challenges the very basis upon which much of the internet is run and financed. The public accesses content for free, in exchange for seeing ads that produce income for the creators of such content. The ethical dilemma has been framed as the following: does the public have a right to both consume the content, and block ads?