This week I’m sharing a simple insight about “place” (one of the marketing 4Ps) and how having a unique location can become a strong element of marketing if it is word of mouth, mouse and mobile worthy. I’ve pulled a couple examples from my recent travels through Australia in Melbourne and Perth. A picture is worth a thousand words, so have a look at these below and I’ll fill … [Read more...]
Russian disabled parking campaign uses 3 components of great storytelling
It's hard to believe it's Nov 2nd. I was out last week on a pumpkin retrieval mission with my daughter leading up to Halloween. Last year I left it too late and the only thing left was an oversized and overpriced green and white squash, which we carved into Casper the ghost, given its kidney shaped figure. After three stops and sold out pumpkins, it was starting to look like a … [Read more...]
Did GAP goof? Remembrance Day Sale goes wrong in Canada
GAP appears to be retracting big time on a promotional email put out by head office on Monday Nov 10, that didn't go over too well with Canadian customers. The offer was on a "puffer vest" for $19.99 on special during a Remembrance Day Sale. Seems many Canadians took issue with the company provoking commercial gain, on what is universally accepted as a somber day of thanks and … [Read more...]
A campaign to make the fur fly
I remember well a day back in 1988 when the advertising sales department at the Georgia Straight, Vancouver’s urban weekly where I was working at the time, fell in the cross hairs of activists on behalf of the inhumane treatment of animals in the commercial fur trade. You see, long before desktop publishing, newspapers were constructed like puzzle pieces – ads created and then … [Read more...]
Five steps to fuel word of mouth: Learning from Tim Horton’s recruitment pop-up store
Suppose you need to get the word out about something, don’t have a huge media budget, and you want to stand out from competitors. Sound familiar? It’s a challenge that pretty much every business has faced, but now, more than any other time in recent history, we actually have the tools to accomplish it. Enter social media, the increasing popularity of photo and video share … [Read more...]