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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?
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.
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.
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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.
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.
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.
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.
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.
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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.
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...
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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 rightful place at the top, they have to break fre...
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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.
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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.
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.
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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.
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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?
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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.
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.
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"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.
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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.
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).
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"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.
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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.
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.
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?
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.
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Matt Sweezey, manager of marketing research and education at Salesforce.com says big companies often forget that people are individuals. When crafting a marketing plan to customers, it is important no...
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The new ad campaign for Aerie, a lounge wear and lingerie brand owned by American Eagle Outfitters and targeted to young women, has pledged not to use retouching tools such as Photoshop in the company's advertising. Its ads show beautiful women with a few extra pounds and rounder stomachs, smaller or bigger breasts, laugh lines and visible tattoos.
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Once hesitant to blog, tweet or post a photo to Facebook, more and more CEOs (and their leadership teams) are embracing social media in an effort to build communities and increase positive sentiment towards their companies. Here are five reasons I believe CEOs should champion the use of social media.
With technology easily replicated overnight, corporations truly need to address consumer issues rather than paper over them. Whether it is complaints concerning customer service, product reliability or the overall product or service experience, addressing these issues will be critical to maintaining corporate competitive advantages in the future.
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Providing the resources and platforms for consumers to create has become an embedded part of how people consume. Organizations, no matter the industry, cannot ignore the importance of collaboration and co-creation. We are no longer the experts who can dictate what people want. We are now the apprentices to a very large population of mentors.
Facebook has also used 'sponsored' stories, allowing advertisers to opt-in to generating ads with real people profiles (a face and a name) endorsing the ad. On March 18, 2014, however, Facebook eliminated the fact that this is a choice -- from now on, all ads may be delivered as sponsored stories.