Author Archives: Jon Waldman

Jon Waldman

About Jon Waldman

Jon Waldman is a Marketing Strategist with Cohesive. Every day, he helps clients from a variety of industries make an impact in their online and traditional marketing. Contact Jon today at 204 992 6400 to learn more about the marketing services he can provide for you!

Random Thoughts to Close 2014′s Marketing Year

The holiday season is now in full swing. You’ve sent out greeting cards or email, you’ve alerted clientele on your closed dates and either have had your office party or at least set the date for it.

Next on your agenda? Year in review blog.

listsLet’s face facts – we all like to make those sorts of lists, ranking and reflecting on what happened in the last 12 months, so much so that the subject pretty much dominates news (and info-tainment) shows for those precious few days between Christmas Day and New Year’s Eve.

So with this in mind, I am kinda, sorta joining this trend as I write today’s blog in advance of the holiday festivities; but rather than list off my top 10 marketing highlights or something like that, I’m going to simply put in some highlights of the year and some strategies to consider for 2015. Here we go:

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Advertising and Sports – What Is Your Desired Result?

Last night’s Grey Cup game was certainly dramatic, wasn’t it?

One absent-minded penalty cost the Hamilton Tiger Cats the CFL Championship and sent them home with their heads in their hands (along with a not so friendly jab from the Toronto Argonauts which you can see here).

But the game itself was at least to me fairly boring, and I’m sure I’m not the only one who felt that most of the excitement only came in the last 5 minutes.

So instead of looking at the action on the field, I found my eyes fixated on another aspect – advertising on the player jerseys.

This, of course, is a big topic in sport right now, as the NHL in recent weeks has been battling with putting company logos on their jerseys. The CFL for its part has done this for a number of years, but the Grey Cup seemed to have more logos than usual, particularly one logo (photo source: TSN.ca / The Canadian Press)

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Are You Using Your Network Effectively?

networkThe subject of today’s blog gives a fairly common question but one that everyone should ask themselves on a regular basis.

The reality is 99% of us, whether we admit it or not, aren’t using our networks to the fullest extent. Sure, we’ll pipe up when a question comes about of a specific need and say, ‘I have a guy,’ but that’s one of the few times we’ll actively promote who we have in our back pocket for this task or another.

There’s a reason why we do this, of course – the last thing anyone wants to be perceived as is the boastful “I know this person” namedropper.

But that shouldn’t be a hindrance to our ability to think two steps ahead as a project is announced and marketing plans begin to form.

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What Is Your Business Doing Black Friday?

Welcome to November – the start of the march to the holiday giving season.

shopping-cart-cohesiveThat’s right folks. It may seem unfair but Halloween for retailers is now a distant memory. Sure, there may still be chocolate wrappers sitting in your garbage can but reality is that all the paraphernalia for the season has either started appearing on store shelves or has been sitting in storage for a couple weeks, ready for turnover.

Now before we get to the proverbial “main event” – the week before Christmas and the afterglow of Boxing Day – we get Black Friday and Cyber Monday.

Traditionally a time for American consumers to do all their shopping, Black Friday is so named because, simply put, it was the time when retail sales would put companies “in the black” for the remainder of the year. Sale prices would be implemented but were done with enough margin left for profit. Cyber Monday emerged as online shopping opportunities blossomed in recent years.

For years, Canadian retailers either didn’t participate in Black Friday / Cyber Monday hooplah, but recently that trend has changed as the borders fell with online shopping and the Loonie reached (close to) parity with the greenback, along with stores and services finally embracing the trend.

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Sampling: Does It Work For Your Marketing?

Sample Marketing - Cohesive MarketingOver the years, I’ve learned one thing about Winnipeggers that stands head and shoulders above any other advertising tactic – we as a people love free stuff.

Forget couponing or Grouponing – if we can get something at no cost we’re sure to indulge in it, even if it’s just a small taste of what a full experience can be.

Yes friends, this blog is all about samples, and whether they work or not.

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“How Did You Hear About Us?”

The question that serves as the title for this blog entry is one that we’re all familiar with, but is it one that we’re all using in our customer/prospect response? If not, it should be part of your standard language.

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Are You Recruiting with Your Website?

The recruiting world has been evolving in the last couple years thanks to the growth of LinkedIn and sites like indeed.com. Habitually, job seekers will sign up for e-blasts from these outlets or routinely check them.

These sites are, unquestionably, great for getting exposure in your search, but they should not be your only source for posting – rather, you should be using your own website as well.

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The Evolution of Language and Your Marketing

While studying at Ryerson University, a few buddies of mine reflected that, with the growth of instant messaging, there needed to be a better way to express emotion in text.

At this point, Internet writing was still in its infancy, before writing in CAPITAL LETTERS MEANT YOU WERE SHOUTING or that bold or italicizing were preferred methods for emphasis.

The one we really concentrated on, however, was sarcasm. Sure, we were surly folk who had a shared keen sense of humour, but there was validity to our plight.

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The Challenge for ALS

Over the last couple weeks, a viral phenomenon emerged on social media – the ALS Ice Bucket Challenge.

Easily one of the most successful campaigns in the (brief) history of social cause rally, people from across the world, from politicians to high schoolers and everyone in between, have shot videos of themselves dousing their bodies with ice water in the name of a challenge or donation or both. The momentum generated has been monumental to say the least. According to a Technologyreview.com article, $53.3 million USD has been donated to the ALS Association since July 29th (amount accurate as of August 25).

While the number is staggering and is easily applaudable, there comes an interesting dynamic that assuredly ALS foundations are already exploring – Summer 2015.

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A Case of Soft Launch in a Hard-Hitting Business

One of the questions that always comes when one unleashes a new brand is the question of soft launch or hard launch.

Hard launches come with a sudden, impactful change, often with a company announcement and immediate, synchronized change of all appearances, while Soft launches, however, will happen over time with more subtlety.

Over the last half year or so, I’ve been tracking one of these soft launches and I thought I’d share with you how this particular brand change has occurred, especially since it’s for an organization you wouldn’t expect to be making a slow transition – WWE.

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