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...]
Influencer marketing
Influencer marketing is the next big thing. Select businesses have already figured this out, but the vast majority is yet to put it on their radar. We've all got our "go to" guy or gal. That expert, the one you immediately think of when you need an area of expertise. We also all have certain people we follow, perhaps see as mentors, or just those that we have a tremendous … [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...]
