Using the Cardinal Sins in Marketing

Pleasure-is-the-Bait-of-Sin-Plato-quoteAlso referred to as the “7 deadly sins”, they’re not generally something that people like to talk about, but I suspect that 99% of the world’s population is committing at least one of these sins on a daily basis.

Emotion drives action, so logic dictates that if we can create a marketing message that stirs emotion, we should have action as our result.

GREED: This is an easy one; it feeds into our love of possessions. Focus on communicating your company’s benefits as tangible items or possessions and you’ve got the idea. “Our preventive maintenance program puts money in your pocket!” is true in a roundabout way, and if someone sees value in the statement, then voilà! …New customer.

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Content, now it’s relevant?

26741417_sLately, let’s say in the last month or so, I have seen a number of marketing industry pundits talking about content marketing and how that is the current need of all marketing effort. And, some are even saying that content is the latest trend, fad or whatever and that content is now the most important tool in your marketing kitbag. Really? Now it’s important?

It’s always been important. Maybe not practised by all (tricks & gimmicks were once the rave) but certainly the more successful organizations have always understood the value of the content. Both good marketing companies and successful product and service companies have always understood that their marketing has to be rich in content to be rich in value for the end customer. That is, your customer. Continue reading

Building a “Cohesive” Strategy

StrategyImageCreating a plan could best be described as artwork and you are trying to create that piece de resistance. Along your creative journey you begin to realize that if this is going to be a successful plan it will take more then just your expertise in tactics and strategy, and in fact, you realize there is a science behind all of this.

Think of your business like a sports team, and your goal is to become a legacy in your industry. You need your management team to properly plan and bring together the right team resources, technology, and human capital. They also need to create the organization’s philosophy and be able to communicate and achieve buy in from all stakeholders. Continue reading

For the Love of Handwritten Script

script_handwritingGrowing up, my sisters and I always had calligraphy sets on hand. We had a wide selection of pen tips, coloured ink and paper along with instructions on how to create the various styles of calligraphy. Even though we never really used this type of writing in our everyday life, I enjoyed practicing the skill. Thanks to social media, I am able to follow type artists daily and be inspired by their work. Learning cursive script in school is becoming or may already be obsolete, which I feel is a shame. Handwriting presents such a beautiful form of expression and style. I am always happy to see typefaces that mimic handwriting being used in design and advertising.
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A Client Case Study / Success Story

client case study / success storyApproximately a year ago I had a coffee with someone I have known for awhile, but never done business with. They started telling me about their new position with a National company and the challenges they were having keeping up to the hiring demand for one type of position in their growing business. After making a promise that I could help, we reviewed the current advertising spend for recruitment. I wasn’t shocked to hear that they had no measurement in place to see what was working and what wasn’t, but wished it was so we had a starting point. All activities were traditional methods and with the target audience being 50+ year old males for the most part I knew I may be up for a challenge presenting a strategy that adapted to new media (Do we still have to call it that?!). Continue reading

The Use of Social Media During Election Campaigns

social-media-550767_1280We are still several weeks away from the Federal Election but you can already get a sense of the how each political party has embraced the power of social media.  Every morning for the past few months there seems to be someone engaged with the political landscape that has either created a new meme, or a video short slandering the opponent they dislike. That post is created and within hours it’s showing up in your news feed because a friend of a friend has either shared it or liked it.  Now that’s powerful and effective communication.

In 2008 Barack Obama’s presidential campaign was considered the first electoral campaign to use social media as part of their communication strategy. In 2014 Brian Bowman synergized politics with marketing to help win his mayoral election campaign. Regardless of whether you agree with every move or decision the candidate makes, the benefit of the strategy is engagement and emotional connection with the target market. Continue reading

Does Friendly Competition Exist?

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Major superheroes Batman vs. Superman will be in theaters next year. There’s apparently “Bad Blood” between female pop stars Taylor Swift and Katy Perry. Even chicken wars are still on. If you have driven by Inkster Blvd. and McPhillips St. in Winnipeg, MB. you will see both Chicken Delight and Kentucky Fried Chicken, which are situated right across the street from one another are both under major renovations. Rivals have been around for ages. Can’t we all just get a long? Well, Burger King was proposing just that, at least for one day. Continue reading

Online Success Story

I walk into a client’s office for a 90 day meeting, this is a standard quarterly meeting we have with clients on an Online Marketing Program (OMP) to report on website analytics, results from the online activities and discuss goals, strategy and content planning for the next 90 days. The Online Marketing Programs can include: website edits, content marketing, email marketing, social media marketing, video marketing, Pay-Per-Click Advertising, keyword ranking and always includes map listing, optimization and reporting. Not every client or their target audience is alike, so each program is a little different and so are the results, but we are focused on bringing our client leads from the activities and website. Continue reading