Marketing

How to Drive Sales via PR

Your company is about to launch a new product or service. It's been in the works for months, maybe years. You are convinced it will be a huge success. It even has the potential to position you as an e...
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What I Learned This Week: Here Are The Crayons

Since January, I've been teaching a somewhat different type of course at McGill University. While saddled with the unfortunate standard curriculum name "Marketing and Society," the class is anything but. I think it's the different nature of the work that may be throwing them.

Three Examples of Contextual Advertising Done Right

The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.

What Corporations Can Do For International Women's Day

There's no shortage of examples of how a company's commitment to an issue can inspire an entire country to act. The right for a woman to walk down the street in a developing nation without the fear or reality of being raped has not yet been one of those examples. I think it has incredible potential and power with Canada's own women and men, a unique opportunity to create a legacy of fostering systemic change globally.
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Do You Know The Social Media Secret?

The San Francisco based startup Secret (that was founded by two former Google and Square employees) is getting tons of attention, followers and fans. In short, you can write anything that's on your mind, add photos or colors to the background and customize this content while being able to share it, free of judgment, and without attaching any of your personal information or profile to it.
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Putin's Olympics Might Flush Russia's Rep Down the Toilet

Beijing 2008 is a case study on how to leverage hosting an Olympics to redefine a nation's image. By all accounts, China earned marketing gold. Russia would be lucky to finish the race at this point. From a communications perspective, it seems clear that Russian President Vladimir Putin is more interested in using the Sochi games to solidify his brand inside Russia rather than engaging with the world. His constant and unbridled attacks against Lesbian, Bisexual, Gay and Transgender (LBGT) rights are certainly aimed at a Russian audience. So far he is not showing any remorse at alienating himself from the rest of the world.
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What I Learned This Week: Aim For The Front-Lash

It's scary to take risks. But to not take one on the fear and unlikely chance that it may blow up in your face is scarier still. To expect a backlash is to flatter one's self. The only way to cut through the clutter is do something magnificent and exciting. And to do so is to walk a tightrope over the valley of disaster.

How To Get Your Film To Go Viral

Last week's two-minute video clip of the demonic baby in a runaway baby carriage that terrified even jaded New Yorkers has gone viral. No surprise there. This genre of promotion has a name: it's calle...
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What Content Marketing Can Do for You in 2014

There are various methods in which content marketing can work for businesses in virtually any industry, with the information provided in a variety of formats. You can either do this in-house, or hire professional content creators in a variety of mediums to do this for you. Here are some ideas that could work for you.

The Accidental Social Media Guru

Here is what I learned from my year-long immersion course (which, now that you know I'm an imposter, you can take or leave): the true magic of social media is not that it mimics real-life behavior, but that it produces social ties in the real -- not merely the online -- world.
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It's All About Sales, People!

You, me, all of us -- we're constantly selling. But here's the kicker and where my seeming naiveté may receive some vindication. Beyond selling products, services, and ideas, you and I are really selling one thing and one thing only: ourselves.
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How Public Speaking Can Catapult Your Career

Many studies reveal that people's top fear is public speaking. Their second is death. Although I find that shocking, it's also unfortunate. Like it or not, if you're trying to build a name for yourself (or for your business), you'll benefit from sharing your insights and expertise in a public forum
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Three Ways to Win a Customer's Heart and Mind

The unique selling proposition (USP) is a concept that has evolved from a factual, externally focused message to one that is more holistic; it now has to touch and inspire your target audiences, whether it is your customers, employees, or partners. In our world, we believe it's the foundation for communications and a core capability of our firm.

The Modern Marketer Must Be So Much More

The so-called modern marketer actually needs to be a combination of people in an organization rather than just one type of person. For companies to survive, three types of people in your organization need to change to help 'market' what you do effectively today.
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Twitter's IPO: Pay For it, But Don't Expect Equality

Twitter is the latest in a string of companies putting users at the whim of hasty policy changes and a rapid monetization policy put in place for IPO. You want to use it? Pay for it. While there's technically nothing wrong with this idea -- Twitter is a company and they should make money -- the fact that they're still alluding to the impression that all users have an equal opportunity in achieving influence is just inaccurate.
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Don't Insult PR People by Calling Them Marketers

Do people quoted in newspapers review the stories before they run? Can advertisers legally lie? Are PR people the biggest liars of all? How much does it cost to get a story into The Globe and Mail or the Toronto Star? Who do you pay? Once you start reading, why does the headline have nothing to do with the story?