Businesses live and die by their database and how it is used to communicate with and serve customers. Your database is a lifeline. And your list is like a marriage. Any day you’re not feeding and growing your list is a day you’re losing it. The key is to have a mindset of service and value. Companies need to serve the people on their list and spend time answering this key … [Read more...]
10 Reasons Why #DeadraccoonTO Became a National News Story in One Day
On July 9 a raccoon died in Toronto. By July 10 it was national and international news, which begs the question - why? And more importantly, if you're in marketing - how? Although it's unlikely, for those that missed the story, a report of a dead raccoon was called into Toronto City Animal Services the morning of July 9th, and despite a timely initial response, … [Read more...]
Triple threat media: Earned, pushed & paid
Media for our marketing efforts really fall into 3 buckets. I call them your triple threat if you get the combo right. The 3 buckets are: earned, pushed and paid. Earned media: We don't pay for this media and we have little actual execution control over it, but we can certainly influence how it is attained. Earned media can come in the form of an article … [Read more...]
3 tips for getting your articles published
Nothing screams you've got authority and are an expert quite like being published. And these days the options are far greater then before; traditional publishing and self-publishing of books, feature columns, op-ed pieces and one off editorial contributions. Distribution has expanded from traditional print newspapers and magazines and their online counterparts, to new digital … [Read more...]
The airline industry: ripe for disruptive thinking?
A CBC news posting about Air Canada's plans to police more stringently carry on bag sizes over the coming busy summer air travel months caught my eye this week. Anyone who travels regularly will relay increased frustration with the time delays and sometimes comical attempts to stuff big bags into the overhead carry on space in an attempt to avoid the fee airlines now charge for … [Read more...]
