It used to be that advertising was all about planning reach and frequency. To a certain extent it still is for paid efforts, but when you're trying to milk free platforms, like your own anchored content through blogs and enewsletters, as well as social media, earned media and embedded editorial, REACH is the name of the game. You CAN control frequency of your own platforms, but … [Read more...]
Leverage your content like a MEDIA MOGUL
One of the presentations I am often asked to do is “Think Like a Media Mogul: How to manage multiple channels and create content that positions your brand." It seems to resonate with business owners and marketing managers who struggle with how to leverage smaller marketing budgets to get more visibility and clout. With special thanks to NYIT (New York Institute of … [Read more...]
Disruption: What is your data NOT telling you?
I love disruption. Not many people can say that. Disruption is a breath of fresh air to rituals and expectations. Leveraged well, disruption is an amazing marketing tool. Take REI in America. They chose to CLOSE their store on Black Friday, the day after Thanksgiving, traditionally the busiest shopping day of the year in the US. While some accused the retailer of … [Read more...]
How #WestJetChristmas Miracle 2015 earns authenticity in the jaded airline space
Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands. Westjet has been doing the Christmas miracle since 2012, an annual feel good campaign of sorts, that spreads good cheer in their … [Read more...]
10 reasons why “Sid and Nate: Drive thru rookies” went viral
This week Tim Hortons uploaded a series of commercials to Youtube featuring Nova Scotia hometown boys, Sidney Crosby and Nate MacKinnon serving up coffee at the Dartmouth Tim Hortons Drive Thru. The stunt was called "Sid and Nate: Drive Thru rookie". The pair bumble their way through orders, charmed surprised patrons, and peppered their speech with just enough "sorry's" to make … [Read more...]
