How Millennials Are Shaping the Retail Market

Nick Cowling | Posted 10.06.2015 | Canada Business
Nick Cowling

When you think of millennials and fashion, the first thing that may come to mind is big brand names. After all, millennials are hard-working, successful individuals who go after what they want and indulging in that high-end designer item may be their way of treating themselves. However, recent findings are proving otherwise.

10 Ways to Make Marketing Go Viral

Mary Charleson | Posted 10.02.2015 | Canada Business
Mary Charleson

This week, Tim Hortons uploaded a series of commercials to YouTube featuring Nova Scotia hometown boys Sidney Crosby and Nate MacKinnon serving up coffee. It elicited numerous tweets, Instagram posts and Facebook statuses at the time, and even garnered TV coverage. This campaign subscribes to many of the 10 top reasons things go viral, methods you too can use to spread your business' message.

Why Small Businesses Should Consider Outsourcing Marketing

Jeff Quipp | Posted 09.29.2015 | Canada Business
Jeff Quipp

It's a common misconception that branding is for larger companies while smaller companies should stay focused on their products and services. In reality, it's just as important for small companies to do their research, find their target market and build a brand that communicates their intended message.

The Best Personal Brand Is an Authentic One

Marco Pasqua | Posted 09.25.2015 | Canada Business
Marco Pasqua

Branding is such a powerful tool. Every year across North America, companies spend billions of dollars in advertising to ensure their products are seen by the masses. The reality is, you don't need to spend a ton of money to put yourself out there. In fact, each and every one of us is already the head of a major brand -- our own.

This Is the Best Way to Make Career Decisions

Melissa Dawn | Posted 09.17.2015 | Canada Business
Melissa Dawn

Although I had about 20 years of marketing experience and knew how to brand and market myself, I had never run my own company. I was outside my comfort zone! I was told that the fastest way to reach your goals is to get advice from someone who has already successfully done what you want to do.

Top 10 Social Media Marketing Tips for Small Business

Sacha DeVoretz | Posted 09.01.2015 | Canada Business
Sacha DeVoretz

As a small business owner, social media can feel overwhelming. So what are the best methods to market your small business using social media? To find out all the tips and secrets to effective social media marketing, I spoke with Jill Schoolenberg, Vice President of GoDaddy Canada.

Trade Shows Offer the Benefits of Capturing a Captive Audience

Isabella Wai | Posted 08.20.2015 | Canada Business
Isabella Wai

Consider the opportunities you can create to forge stronger relationships with current clients and with others in your industry. Trade shows also give you the chance to get a good look at your competitors' offerings and collect useful intelligence to take home with you.

The 5 Most Marketable Athletes Coming Out of the 2015 Pan Am Games

Matthew Klar | Posted 08.19.2015 | Canada Business
Matthew Klar

While the Pan Am Games do not offer the same marketing value for competing athletes as the Olympics do, the added attention provided a great platform for athletes to showcase their abilities and introduce themselves to the Canadian public. It also provided brands with a chance to scout athletes that could potentially be used in endorsement deals leading up to next summer's Olympics in Rio de Janeiro.

Is Your Business a Slave to Social Media?

Mary Charleson | Posted 08.18.2015 | Canada Business
Mary Charleson

It's time to be strategic and forget about the rest. I'm not necessarily advocating that you pick two platforms and dump the rest. But you could certainly focus 80 per cent of your effort on those two that are well aligned, and put the others you've established in maintenance mode -- updating basic info from time to time.

How to Get Content Marketing Right

Joseph Donia | Posted 08.11.2015 | Canada Business
Joseph Donia

To produce good content, brands will need to get out of the mindset of old-school publishing. No, you generally can't ask for the sale in that piece of content. No, it's not an opportunity to list all of the benefits of your product or service. It is however an exercise in reflection and creativity, and an opportunity to build trust.

We Should Be Innovating With Privacy in Mind

Jennifer Osborne | Posted 08.07.2015 | Canada Business
Jennifer Osborne

Consumers want streamlined and intuitive products, but sometimes that comes at the cost of giving up some privacy. Businesses and developers want to create apps that will be used by many, which leads to monetization via fees, advertising and leveraging of data collected.

Avoid These Five Common Digital Marketing Mistakes

Jeff Quipp | Posted 07.23.2015 | Canada Business
Jeff Quipp

There may be numerous reasons to explain why you may not be seeing an increase in leads, sales, or other targets on advertising spend. As an example, your ads are sending traffic to your site's homepage instead of to a landing page, designed specifically to convert visitors into leads or sales.

I Lived a Dream of Africa

Lisa Abram | Posted 07.22.2015 | Canada Living
Lisa Abram

In 1989, I flew to see the gorillas in Zaire. I was a determined 25-year-old; I had never flown solo across the world. It was always intended as a three-week window into adventure and nothing more. I needed to fully experience what lay one-dimensional in my university books.

My Orgasmic Business (That Has Nothing To Do With Sex)

Melissa Dawn | Posted 07.22.2015 | Canada Business
Melissa Dawn

When I set out to create my own brand, I didn't want just another tagline. I wanted a rallying cry. A call to arms to start aligning our careers and businesses with the values that matter to each of us. So of course, my tagline had to reflect my own core values. It had to be brave, fun and real: me.

10 Reasons Why #DeadRaccoonTO Became a National News Story

Mary Charleson | Posted 07.11.2015 | Canada Business
Mary Charleson

On July 9 a raccoon died in Toronto. By July 10 it was national and international news, which begs the question -- why? And more importantly, if you're in marketing: how? Although it's unlikely, for those that missed the story, a report of a dead raccoon was called into Toronto City Animal Services the morning of July 9th, and despite a timely initial response, the raccoon was not taken away for over 14 hours. In the ensuing hours a growing vigil spontaneously sprung up around the raccoon, as news of its untimely demise and neglect by city authorities went viral online and in the media.

When Celebrities as Brand Ambassadors Makes Sense

Erin Bury | Posted 07.08.2015 | Canada Business
Erin Bury

Celebrity endorsements are as old as the advertising industry itself. But in the past few years a new type of celebrity endorsement has emerged: we've moved from celebrity as spokesperson to celebrity as "global brand ambassador," someone who aims to raise the global profile and is an ongoing evangelist for the brand.

Understand Your Online Target Audience in Three Steps

Jennifer Osborne | Posted 07.08.2015 | Canada Business
Jennifer Osborne

Understanding your target online audience is a key process in order to achieve objectives such as increasing sales and leads. To some, this can be a daunting process, but there are three simple ways to get to know your audience: testing, leveraging analytic platforms and doing competitor research.

Are Businesses Ready for True Reinvention?

Hessie Jones | Posted 07.06.2015 | Canada Business
Hessie Jones

The organization, at large, will eventually need to wake up and realize the very structures that have lasted for decades are inhibiting them and stifling their ability to effectively understand and pay attention to their customers. This is what the market demands. Yet, companies continue to operate under the guise that what's worked for decades can and will subsist.

Brands Should Support LGBT Rights

Joseph Donia | Posted 07.07.2015 | Canada Business
Joseph Donia

As the SCOTUS decision permeates business and marketing discussions, there have been a few arguments against brands publicly supporting equal marriage and LGBT rights. And not always the kinds of truthiness inspired arguments you might expect, but rather, reasoned (if ill-informed) arguments based on a few common assumptions. I'd like to address those here.

FOMO Is Essential for Brands to Attract Millennials

Nick Cowling | Posted 06.24.2015 | Canada Business
Nick Cowling

For a generation that values experiences above results and marketing claims, brands need to continue to implement a marketing strategy that embodies FOMO factors and the experience their products can provide. By doing so, millennials will continue to purchase the very products brands are selling.

Air Canada Should Innovate Instead of Charging Baggage Fees

Mary Charleson | Posted 06.18.2015 | Canada Business
Mary Charleson

Anyone who has flown recently in Canada knows that there is currently a premium being placed on the overhead luggage space. At the root of all of these examples is the need to solve a problem creatively and cost effectively. Air Canada, are you read to challenge convention, disrupt and innovate?

Make Data Your Friend by Using it Properly

Joseph Donia | Posted 06.11.2015 | Canada Business
Joseph Donia

Without careful attention to some of the ways data can be misused, we run the risk of acting on those insights with potentially damaging outcomes. Identifying mistakes individuals and organizations make when dealing with data is important not just to data analysts and decision makers, but to the public too.

"Hand-Crafted," "Farm Fresh" And Other Meaningless Food Marketing Claims

Abby Langer | Posted 05.29.2015 | Canada Living
Abby Langer

Food companies and restaurants will do anything to get you to buy their products, including using bogus marketing claims. And by bogus, I mean "has no official meaning, but makes you think you're buying mom's home cooking when you're buying a piece of mass produced crap." Here are the most popular food claims that are seen tricking people all over the place.

Not All Social Media Campaigns Are Created Equal

Joseph Donia | Posted 05.12.2015 | Canada Business
Joseph Donia

With video continuing to dominate on social media as a more relatable, engaging and effective alternative to static forms of content, brands have a lot to win in this sphere, especially those with causes to promote. But not all videos are created equal, and not all campaigns know how give a video the leverage it needs to be seen.

Social Media's Disposable Content Has Value

Joseph Donia | Posted 06.16.2015 | Canada Business
Joseph Donia

For some time now, marketers have been talking about the importance of brands being authentic on social media. Social media is evolving. The trend toward disposable content, perhaps, isn't a trend toward the disposable, but a trend toward the authentic and real. Just as in real life, people prefer to interact with others who show vulnerability and authenticity.