Markéting

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

Carlos de Torres | Posted 09.09.2014 | 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 09.08.2014 | 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 09.08.2014 | 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 09.03.2014 | 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 08.28.2014 | 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 08.25.2014 | 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 08.19.2014 | 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 08.11.2014 | 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 08.09.2014 | 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...

WATCH: Canada's Marketers Need To Take More Risks

Posted 07.25.2014 | Canada Business

Canada is a world leader in the social and digital space, says Mosaic's Julie Sheldon. However for Canadian marketing companies won't truly take their...

How To Strengthen Your Brand's Recognition and Reputation

Andrea Lekushoff | Posted 07.23.2014 | Canada
Andrea Lekushoff

Although the CEO is just one person, they should empower their team to become brand advocates. By engaging employees at all levels in your company's vision and values, and encouraging them to experience your product or service, there is a greater chance they will feel more connected to the brand and will talk positively about the company to friends and family.

How to Prevent Social Media Disasters

Andrea Lekushoff | Posted 09.14.2014 | Canada Business
Andrea Lekushoff

Given that 190 million tweets are posted daily and the average person in the U.S. spends 16 minutes of every hour on social media, any mistake your company makes in this area will likely be seen in real time and before it is "fixed." And odds are you will be called out on it minutes after that.

Give Your Customers Techno-Peace

Nick Cowling | Posted 09.10.2014 | Canada Business
Nick Cowling

Removing distraction and providing some techno-peace, could very well be the next best way to connect with customers, employees or spectators of your brand. It sounds counter-intuitive to connect by disconnecting, but insights like this one is like an hour off the grid -- hard to come by.

12 Steps to Creating a Successful Crowdfunding Campaign

Anne Day | Posted 09.13.2014 | Canada Business
Anne Day

There is a buzz these days about crowdfunding and how it is a great tool to raise money for your project, your business or even your trip. But what is not said, is this isn't easy money. Here are some pointers that I hope will help others succeed.

Want to Understand the Modern Man? Forget Gender Roles

Carlos de Torres | Posted 09.08.2014 | Canada Living
Carlos de Torres

In the world we are living in today, the modern man is complex and if we cannot make the effort to understand them then how will we ever start to get there? Is it just about selling product, or can advertising now be a tool for which we guide lifestyles? Can we show the modern man that he can share on social, that he can be a stay-at-home father and that he can evolve his role?

How to Get People to Care About Your Business

Elan Divon | Posted 09.02.2014 | Canada Business
Elan Divon

Imagine you're on a romantic date with your dream match. He or she looks incredible and has a stellar background; a high paying job at a respectable firm, solid values, impeccable style and similar interests to you. But there's one small caveat: You have no emotional connection. Zero chemistry. It's like you're talking to a dead fish! Well, you can forget about having a relationship.

Jack Astor's New Sexist Ad Proves They Really Are Asses

Toula Drimonis | Posted 09.02.2014 | Canada Living
Toula Drimonis

"Our patios are like national parks. Huge and filled with cougars." This is Jack Astor's latest brilliant burst of marketing genius. Cougar: An older woman who frequents clubs in order to score with a much younger man. Now here's the term for older men who date younger women for casual sex. They're called... men. The term 'cougar' is so derogatory, ageist and sexist, it baffles me that some women use with it pride. Jack Astor's logo is an ass. As in a donkey's ass. I've never felt any which way about the company, but after today, I feel like that logo suits them perfectly.

Convincing Boomers That Social Media is an Important Communications Channel

Andrea Lekushoff | Posted 09.07.2014 | Canada
Andrea Lekushoff

We can't force anybody to love social media, and that's fine. But to dismiss it as a communications tool is to alienate an entire demographic -- who may very well be one of your target audiences -- and who will most certainly miss out on your key messages. Social media should be viewed as another tool in an organization's corporate communications/ marketing toolkit.

How To Predict the Jobs of the Future

Martha Turner | Posted 08.24.2014 | Canada Business
Martha Turner

Many new jobs will emerge -- such as a robot counsellor, who is someone that matches robots with humans depending on their needs. While it all sounds very sci-fi in 2014, many of our job predictions are based on technological advancements that currently exist and are just 'waiting in the wings' for commercial development. It's all very exciting.

5 Steps to Increase the Price of Your Product or Service

Michael Zipursky | Posted 08.20.2014 | Canada
Michael Zipursky

There are several reasons to test your pricing. They may include: never tested a price increase before; conversion rate is extremely high (suggesting that you're under-valuing your product or service); as well as sales are low (low sales of a product or service can also be caused by the market seeing your offering as inferior because of its low price).

What I Learned This Week: The Foolproof Secret to Going Viral

Andy Nulman | Posted 08.08.2014 | Canada Business
Andy Nulman

"How do I make my YouTube video/Facebook post/blog post/etc. go viral?" I was asked it twice last week alone. By now, one would think that people would realize that there's no magic formula. So in an effort to satisfy inquiring minds, and to finally bring closure to the topic, I have come up with the foolproof, two-step path to Virality.

Law School Grad? You're Going to Need These Job Interview Tips

Faisal Kutty | Posted 08.04.2014 | Canada Business
Faisal Kutty

As a former managing partner of a small law firm, some of my students ask me for advice about job interviews. This is the first part of an article offering such tips. There is no particular order to the tips. These tips, though catered to law school graduates, may be helpful to all job seekers.

Get Off Your Hamster Wheel and Make Something

Sarah Vermunt | Posted 07.30.2014 | Canada
Sarah Vermunt

By the same token, he says you shouldn't feel bad about creating stuff that doesn't sell. Your art doesn't have to be what pays the bills. Also, getting really good at something requires iterations. Maybe your stuff won't sell at first, but keep at it. You'll get better.

Goodbye Spam, Hello Consumer Power

Jeff Quipp | Posted 07.29.2014 | Canada Business
Jeff Quipp

Canada's Anti-Spam Legislation is set to come into effect on July 1, 2014. Among the strictest of its type in the world, it was created to combat harmful electronic messages like spam, malware, false representation, spyware and more. But how will the legislation affect consumers?

What I Learned This Week: The Three-Word Secret to Tourism Success

Andy Nulman | Posted 07.19.2014 | Canada Travel
Andy Nulman

Most greeting moves are micro, but their effects are macro.They set the mood and the tone for one's stay, no matter how long and no matter where, be it a few nights in property, two weeks at a destination or even an hour or so at a simple restaurant or attraction.