Whenever the marketplace coins a term for a negative experience that is your brand name, you have a big marketing problem. And that's exactly what Air Canada experienced when their discount brand Rouge flights began service out of Vancouver last week. Launched with great fanfare and expectations of success last July 2013, Rouge, a discount brand within the Air Canada … [Read more...]
3 business cards that spark a conversation
If you're like me, you likely have stacks of business cards you've collected at various networking events, sitting on or in your desk. While they serve at the time as trophy proof that you made some connections at an event or meeting, the contents usually end up in an electronic database of some sort, for easy retrieval later and follow up. In fact I've encountered a couple … [Read more...]
Loyalty = Being made to feel special
Valentines Day having just passed, I can’t help but draw parallels between personal relationships and customer relationships, and the reasons we remain loyal. In it’s simplest form, we are loyal to those we trust and who make us feel special. It’s not about loyalty cards and points, or in the case of personal relationships, gifts unto their own. It’s about the feeling that is … [Read more...]
The 8-pack long weekend promo
The recently promoted Molson Canadian 8-pack packaging is clearly a BC long weekend up sell. Or is it? Without a 6-pack in sight (likely strategically removed), I had no option but to buy 8 if I wanted something less than 12. Initially I was a little put off, suspecting it was a clever ploy to get consumers to actually buy more, and by default increase their net profit. But … [Read more...]
Reality TV meets experiential marketing with a social media twist
I love this recent Air New Zealand campaign called “Kiwi Skeptics”, aimed at getting “Aussies to cross the ditch”, or for the rest of us, enticing Australians to visit New Zealand. Seems despite their proximity, many Aussies just don’t feel the love for their southern partner, but the geographic proximity makes them a logical travel destination. Enter a series of reality … [Read more...]
