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!

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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Presentation Do’s and Don’ts

Those who are avid viewers of Shark Tank, Dragon’s Den or similar pitch shows know how important proper presentation is when you’re in front of a potential financial backer. Those who don’t watch these shows, this is a very important blog for you to read.

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Happy Returns – Marketing a Comeback

In case you didn’t hear last week, LeBron James has come back to Cleveland.

Arguably the most talented player in all the NBA has re-signed with his one-time home club, touching off a storm of positive and negative responses from basketball pundits and fans alike.

The good news is that the Cavaliers, from now until October, have a measure of hype unseen since King James’ first entered the NBA. The bad news is their marketing department has a monumental task ahead of them – re-introducing LeBron to a market that had fire in their eyes every time he stepped on the court for the Miami Heat.

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The Pride of .ca

Cohesive.ca - Made in Canada
You’ll have to pardon the patriotic nature of this post – it comes with the territory of posting the day before Canada Day.

At times brands that have a presence both in Canada and the U.S. and one of the trepidations that occurs is branding oneself as being ‘too Canadian’. For whatever reason, we can sew a Canadian flag on our backpacks, we can put “Made in Canada” on labels but when it comes to online marketing, even something as basic as a domain extension, there is a jolt of ‘are we sure we want to do this?’

The funny thing is, more than ever, we’re no longer living in the ‘dot com’ world – rather we’re in the ‘dot somethingorother’ realm. Continually, hosts are coming up with new extensions that we all want to buy into, and to an extent we do, if for no other reason than to protect our business names from being bought up by unsavoury companies who’d charge larger amounts that standard retailers.

It almost seems counter intuitive to patriotize yourself in the global community. How many American companies do you see, for example, that have “.us” as part of their website address?

Here’s the reality folks – the same way we wear the red and white proudly in our business’s daily life is the same thing we should do online. Is there nothing that says “I am Canadian” more than dot ca in the virtual world?

When you choose to brand your online presence with the Canadian extention, you say to the world,  “yes, I’m Canadian”,  and in doing so you are showing the quality of your work. Canada has a long and proud international history, one that we need to continually build on and raise our glasses to.

So when it comes to purchasing your next web domain, make sure it’s .ca – you will reap the rewards of your pride.

How Do You Blog?

When I meet with one of my clients, I use an analogy of a website being like a child – that it is a living, breathing organism. The more you feed it, the stronger it grows.

The food for your website, in this case, is fresh content, and there is no better form of nutrition than blogs (and yes, I will further this analogy in later blogs) which tend to be the true active parts of your website. Unless you’re regularly updating flyers or service offerings, your blog will be the spot you will be doing most of your activity.

The question that arises, then, is how do you blog.

It’s a question that most who don’t have confidence in their writing ask often, and at times will back away from any thought of blogging because of it.

The truth is, blogging is a lot easier than you think – it’s a matter of avoiding over-thinking it.

The biggest problem is the fear of looking bad in your online communication. Everything from bad grammar to misspelled words become the boogeymen of your publishing, let alone the idea of truly presenting yourself as an expert.

The key is that the voice you use has to be representative of your company. If your company line is to be warm and inviting, consider a conversational style. If you’re a firm that has education as its primary strategy, then carry this method to your blog.

The bottom line with blogging, to borrow one of my favourite lines from The Simpsons, is to write the way people talk. Use a voice rather than a straight facts-and-terms approach and you will keep casual readers coming back for more.

For more expert tips on website content generation, contact Jon at Cohesive Marketing.