Tech Or Treat: 3 Lessons Marketers Can Borrow From Halloween

Karin Campbell | Posted 10.24.2016 | Canada Business
Karin Campbell

A good marketer can find lessons and inspiration from just about anywhere. Whether it's a leveraging a pop culture moment, new trends, or a season, great marketers can bring a brand to life by paying attention to what's going on around them and listening to their audiences.

How To Capitalize On Your Company's Off-Season

Tarek Riman | Posted 10.17.2016 | Canada
Tarek Riman

Most of the companies or start-ups out there tend to give less attention to the low season compared to the high season. Yet, in this day and age, if you are not present and active at all times, you are dead in the water.

Your Business Needs To Always Be Branding

Brian Scudamore | Posted 10.07.2016 | Canada Business
Brian Scudamore

One thing is clear from this year's presidential race: Donald Trump has built an incredibly recognizable brand. He's stamped his name on so many things -- from buildings around the world to steaks for sale at The Sharper Image -- that some American voters associate him with wealth and success.

Why Marketers Should Be Jumping On The Chatbot Bandwagon

Erin Bury | Posted 09.29.2016 | Canada
Erin Bury

I always look forward to the TIFF madness that descends in Toronto every year -- the celebs, the premieres, the parties, and of course, the arduous an...

4 Free Tools To Audit Where Your Site Stands

Tarek Riman | Posted 09.26.2016 | Canada
Tarek Riman

When you have a site or blog that has been running for years, and you may start to see that your numbers are dropping, visitors are not returning, and conversions are decreasing. The question is: why?

Great Brands Always Have A Shared Story

Mary Charleson | Posted 09.26.2016 | Canada
Mary Charleson

Branding is about more than image recognition for customers. Great brands give their customers something to belong to and talk about. They always have a great story. I was reminded of that last week while in Ontario cottage country visiting relatives and friends before returning to Toronto for some business meetings.

7 Key Tips For Marketing Your Local Business

Tarek Riman | Posted 09.16.2016 | Canada Business
Tarek Riman

Relevancy is a huge part of marketing today. For most brick and mortar businesses, localization is a key element of relevancy. After all, your business depends on people in your area being aware of you and able to find you.

3 Easy Steps To Build Diverse (Read: Normalized) Teams

Alyssa Altman | Posted 08.30.2016 | Canada Business
Alyssa Altman

Creating diverse teams, at all levels of the organization, is necessary to do our best work. It allows us to be nimble, creates an environment for cutting-edge thinking and reflects the customers, clients and communities we serve. We've been talking about this for far too long, it's time to take ownership and it can start with these three easy steps.

4 Things Entrepreneurs Need To Know About Digital Marketing

Tarek Riman | Posted 08.23.2016 | Canada Business
Tarek Riman

In this day and age, digital marketing is like the vitamins for your business -- an essential part of growth. Here are 4 things that entrepreneurs need to understand about the importance of running digital marketing in parallel with product and service development.

Reach Canadian Consumers Through Niche Bloggers

Melody McKinnon | Posted 08.19.2016 | Canada Business
Melody McKinnon

Bloggers can gain an impressive, loyal following on the social Web through excellent content, communication, and trust built through fellowship and familiarity. Their value to brands is in their influence over consumer purchasing, often in a very specific niche.

Why It's Important To Adapt To New Marketing Channels On Time

Vahagn Aydinyan | Posted 08.16.2016 | Canada Business
Vahagn Aydinyan

The reason we want to leverage a new channel is for what it offers for the customer and the marketer. It changes the game up with a specific type of communication. Live streaming apps like Snapchat and Instagram keep customers and fans informed as exciting events happen; keeping them close to the action even if they can't physically be there.

What Kim Kardashian Can Teach Us About Controlling The Narrative In A Crisis

Lindsay Finneran Gingras | Posted 07.19.2016 | Canada Business
Lindsay Finneran Gingras

The recent feud between Swift and Kardashian may, on the surface, look like petty celebrity gossip. But it tells us more about our modern landscape, demonstrating a master class in controlling the narrative and tearing down your competitor, than almost any relevant MBA case study.

Why 'Future You' Should Make All Your Decisions

Melissa Dawn | Posted 07.15.2016 | Canada Business
Melissa Dawn

When faced with any decision, always ask first, "What would Future Me choose?" That's how you get to where want to go. By making decisions not from where you are, but from that place of your envisioned success.

4 Types Of Online Influencers That Brands Hate To Work With

Rachel Thexton | Posted 07.13.2016 | Canada Business
Rachel Thexton

New digital personalities pop up daily and although we often hear about the PR behaviours that annoy bloggers and influencers, it's also important for us to recognize some of the shady influencer behaviours that can leave a communicator frustrated and far from their PR goals.

AR And VR Are The New Tides Of Digital Pharma Wave

Awane Jones | Posted 06.30.2016 | Canada Business
Awane Jones

It's natural for any industry to undergo changes, but few industries have experienced as many rapid changes as the pharmaceutical and health care ones. To remain relevant among these digitally wired consumers, big pharmaceutical companies have adjusted, making visible efforts to grab the audience's attention through web and mobile presence.

Should A Cosmetics Brand Be Expected To Play Politics?

Jenica Chuahiock | Posted 06.29.2016 | Canada Style
Jenica Chuahiock

It seems incredibly naïve to think that a profit-dependent, commercial venture is the final bastion of democratic values. Yet, in an age when companies are capitalizing on social responsibility, are brands unwittingly turning themselves into moral pedestals?

What Does Marketing Smell Like?

Tarek Riman | Posted 06.10.2016 | Canada Business
Tarek Riman

If you, like most people, think we only experience marketing through our eyes and ears, think again! Have you ever walked into the fragrance section of a department store or duty free shop? Do you remember the last time you walked through the produce section of a grocery store? What about each time you open the door to your favourite coffee shop?

When The Going Gets Tough, The Tough Build Trust

Andrea Lekushoff | Posted 06.09.2016 | Canada Business
Andrea Lekushoff

It's a common experience among many communications professionals: after helping an organization build its brand reputation during good times, we often see our efforts unravel the moment an economic downturn hits and senior management decides to cut spending on brand communications. It's understandable. But it's also a mistake, since difficult times are exactly when an organization should remain visible and emphasize its brand.

What Drives Millennials To Buy A Car?

Nick Cowling | Posted 05.27.2016 | Canada Business
Nick Cowling

The purchase of a car is a significant expense for anyone, especially money-conscious millennials who are saving for the future and entering the phase of their lives with many large purchases ahead. Turns out, millennials are changing the scope of car ownership.

Millennial Foodies Hunger For A Non-Traditional Grocery Experience

Nick Cowling | Posted 05.19.2016 | Canada Business
Nick Cowling

This generation is paving the way for both small and large grocery chains and independent stores to diversify what's in-store and the overall experience grocery stores provide. Remember, this is a generation that puts great emphasis on experiences, especially ones that truly resonate with them.

A Retail Marketer's Guide To Getting On The Emoji Train

Alyssa Altman | Posted 05.16.2016 | Canada Business
Alyssa Altman

The explosion of emojis has changed texting and digital communications, but how useful are they in business? While some industries are waiting to see if this animated and emotional trend will blow over, retail marketers are embracing emojis as a new way to engage potential and repeat customers and increase sales.

This is Why Retailers Must Invest In NFC Technology

Vahagn Aydinyan | Posted 05.05.2016 | Canada Business
Vahagn Aydinyan

For chain retailers, NFC can also be used to download information about product availability. If one store is out of stock, then it can provide a list of other stores within the vicinity that has the item in inventory. This increases the likelihood of customers immediately going to the same retailer in another location rather than potentially shopping at a competing store for the same product.

3 Reasons To Make Friends With Your Business Competition

Brian Scudamore | Posted 05.03.2016 | Canada Business
Brian Scudamore

Being friendly doesn't mean sharing every secret or disregarding competition. After all -- you're both after customers in a crowded marketplace. Just realize that strategically aligning with the competition can make your business better. McDonald's needs Burger King; FedEx keeps UPS on its toes. Healthy business rivalries help stave off complacency and will make your company stronger in the long run.

CASL Compliance Is Not The End Of Marketing

Vahagn Aydinyan | Posted 04.27.2016 | Canada Business
Vahagn Aydinyan

Canada's Anti-Spam Legislation (CASL) was created to protect Canadians from spam. It is the legislation which regulates commercial email, designed to keep unwanted and unrequested electronic messages out of user's accounts. CASL directly affects how businesses market to consumers.

Nothing Has Changed: Public Relations Is Still About Building Relationships

Stephen Murdoch | Posted 04.27.2016 | Canada Business
Stephen Murdoch

Strong relationships have always been at the heart of good public relations. Today, with newsrooms shrinking, relationships are of the utmost importance in telling your story.