Masthead Blogs
Thursday, December 21, 2017
Words of Inspiration
Industry Guest Blogger

Nearly 600 marketing professionals recently attended the 10th annual Think INSIDE the Box (TITB) direct marketing conference in Toronto. There, industry leaders dished up the latest insights, trends and research – along with tasty helpings of creative inspiration.

 

 

This year's big story? Customer experience! From the resurgence of analog, to brain hormones, to hard data, the experts stressed that marketing is all about the customer mindset.

 

Do you like Sushi Pizza? Physical's new value in a digital age

 

 

 "Humans are not sensible, logical creatures," declared New York Times best-selling author of The Revenge of Analog and TITB 2017 keynote speaker David Sax. "We aren't digital, we are physical beings. And we crave the real."

 

Marketers shouldn't fall into a false narrative of digital versus analog. It's a continuum. Sax cautions, "The world isn't binary. We don't ONLY eat sushi or pizza. Some nights we want a different meal – or even a sushi pizza! Old-school analog marketing becomes even more valuable in in a digital world."

 

Watch a clip from David Sax's presentation

 

Buying is a hormonal thing

 

 A rapid-fire and fascinating presentation by psychology-based marketing expert Jeanette McMurtry revealed the powerful survival instincts that release the brain hormones that help to drive over 90 per cent of our decision making.

 

She explained the importance of assigning emotional values to your products and brand to better engage the psychology of choice. And how this works for emotional and non-emotional products.

 

Apple's skill at eliciting these neurotransmitters is one reason why iPhone users are so loyal, release after release. This, according to McMurtry, is despite studies that show that competitor Samsung's phones are better in 8 out of the 10 categories that matter to consumers.

 

Watch a clip of Jeanette McMurtry's presentation

 

The Even/Over formula is the best marketing strategy

 

 

A third of all marketing budgets now go towards technology. In the rush to adopt shiny, new marketing technologies, it's easy to lose sight of the real marketing goal, your customers.

 

"Strategy," says marketing expert John Ounpuu, (President, Modern Craft), "is the tool that helps businesses focus on what counts." A great strategy calls for tough choices – choosing one good thing, even over this other good thing." Netflix, for example, found success by focusing on growth over revenue for many years. All its company efforts were measured against whether they supported that growth strategy.

 

Watch 3 keys to great strategy

 

Customer experience, not points, builds loyalty

 

 

Loyalty and data experts Nicole Scavuzzo, VP of Global Guest Recognition and Insight, Four Seasons Hotels and Resorts and Shelly Anwyll, VP of Retail Solutions, DATA Communications Management, have the hard evidence to prove that the customer's experience, not the points' card, is loyalty's secret sauce.

 

 

Starbucks, despite strong competition has more than doubled brand loyalty in the last decade. It did so by paying attention to its customers' journey – especially that all-important first coffee of the day, as Anywll pointed out. The company's trailblazing mobile app seamlessly integrates advance ordering, loyalty points, payment, and special offers.

 

Watch Shelly Anwyll

 

We're producing art, not ads

 

 

Chief Marketing Officer, St. Joseph Communications', Michael Chase took his audience through some of the year's most creative, innovative marketing campaigns – ones where print and digital engage holistically.

 

One crowd favourite was Burger King's Valentine's campaign. Playing with the notion of the Kids Meal, this meal for two came in a sexy black and purple box and – in addition to burgers, fries and beer for two – also came with a very adult toy!  

 

See the presentation

 

3 things you probably don't know about marketing to millennials

 

 

Millennial customers are surprisingly like their great-grandparents at key points along the buying journey Luc Durand, President of Ipsos Quebec, shared a new study on generational marketing. The results revealed that millennials are:

 

Careful, price-conscious shoppers who research by reading reviews, price comparing and talking to their friends before making a purchase. Crazy for coupons. They're increasingly interested in getting and using them. Keen on physical experiences. Younger millennials especially prefer to make their purchases in brick and mortar stores.

 

Watch Luc Durand's presentation

 

You don't need big data, you need smart data

 

 

A panel of senior agency and marketing executives took a hard look at the challenges of running integrated marketing campaigns. One of the biggest issues on the table is data.

 

While the panel agreed that figuring out which data is meaningful is crucial, they had different approaches on how to uncover the most important data touch points.

 

Watch the panel discussion

 

Posted on Dec. 01, 2017 by Canada Post in Marketing solutions

Thursday, December 21, 2017
57 Media Spikes
Dennis Kelly
 

In the first three articles of this series, I think we have been very insistent at laying some groundwork for you, and I hope you've taken them to heart.  It's taken me 30 plus years to get to that level of understanding and you're able to absorb it in

only ten articles. 

 

What I want you to keep in mind moving forward is that as much as we all recognize change is all around us, and the only constant is change, we are immeasurably comforted by things that stay the same. There is a security in tradition, in style, in look, in the way things used to be. When there is unwelcome change, we pine saying, It wasn't like this in the old days. 

 

We have a tremendous amount of support and stability in the familiar. I want to make sure you don't lose that. It is important to keep embracing and trying all of these new media and opportunities and new looks and styles. Please don't get so far away from your knitting that your target audience has no idea who you are, or what you represent anymore.

 

I want you, for Mistake number four – To Please Stop Changing Your Look. 

 

Remember that your customers are expecting you to have a recognizable colour scheme, a logo, a typeface. You want to build that brand. Maybe that brand is just you. Maybe it's the product or service that you are aggressively marketing. If you keep changing your image you’ll have a hard time being remembered.  You want to build upon the equity of the look and the style and the voice that you spent so much time nurturing.

 

An abrupt change just for the sake of it can be absolutely devastating to a brand because all of a sudden all of the people who followed you, tried your product were enamored with it, stayed with it, trusted it, believed in it, they start to recoil with…what are they doing?... why are they changing their look, their stuff,  I can't recognize them anymore. 

 

Be careful when you make a refresh.  I don't mind you doing a little bit of tweaking to maybe change the colour and bring the look in a little bit more contemporary. However you don't want to come up with an entirely new image that has your customer puzzling…..what brand are you now, you're not what I know, what I trust with you.  You're going to start the cycle all over again of trying to build up the equity.  So here's how you fix this. Please, please, please be consistent, keep your look the same across all media.

 

You are trying to establish an identity that is exclusive to you.  If you don't do anything to distinguish yourself and keep your uniqueness, you become as inconsequential as used tissue paper. Constantly changing undermines all your built up equity. You will be forever relegated to commodity status.  You'll be consistently challenged on price and not on the value your product delivers. Now, that said, as I mentioned it is okay to refresh and update the look and the brand once you’ve gained a foothold.

 

But too frequent changes will compromise your sales, your impact, and your memorability. In the closing words of Billy Joel’s ‘Just The Way You Are” - I couldn't love you any better, I love you just the way you are. So be consistent.  You’re proud of the look you've established. Get as much mileage out of it as you can and keep placing it where your audience knows they can expect to see it. 

 
Thursday, December 21, 2017
Covers Sell
Scott Bullock

Harrowsmith magazine is back, and better than ever!

 

“It’s a time of great change,” says Harrowsmith publisher Yolanda Thornton. “Canadians are making advances to improve our relationship with the world around us, and we want to be there to showcase and celebrate the work they do. From new trends in farming and cultivation, to helping rural communities, respecting and protecting wildlife, and nurturing a healthier, greener, more conscientious way of participating in the world, Harrowsmith seeks to bring you those stories and help you connect with like-minded individuals. Our new magazine format and website help us do this in a more eloquent way.”

 

Art Director Meredith MacKinley has really nailed the re-launch cover for Harrowsmith’s return as a full-sized magazine.  This mouth-watering food-focused cover, hits all the right notes. It debuted on Canadian newsstand November 20th, 2017, at a retail price of $6.99.
 

 
 
Thursday, December 21, 2017
Covers Sell
Scott Bullock
 

The January 2018 issue of Canadian House & Home is a winner!

 

On Friday, December 8th, Canadian House & Home had their annual Trends Breakfast event at the Royal York Hotel in downtown Toronto.

 

Hosted by President, Lynda Reeves; Editor-In-Chief, Beth Hitchcock and Senior Vice President/General Manager, Kirby Miller, the elegant ballroom was packed with designers, advertisers, editorial contributors, foodies, and assorted friends of the magazine. A fist-class event.

 

Beth Hitchcock unveiled 10 of 2018’s Top Trends, which are featured in the annual January issue.  The issue is a gem.
 

 
 
Wednesday, December 20, 2017
Gadget Blog
Martin Seto

Just when you though we have enough digital channels, the market is going to get even more fragmented with the next generation of car technology. Car technology is changing as they are now connected to the internet that means you will be able to deliver ad messages to the user. Radio and billboards have a new player in town to compete for the car advertising dollar. Waze is doing this now for their GPS App and on-demand music steaming services like Pandora and Spotify will be part of this new digital ad eco-system.

 

The race to create the first driverless car is a development worth watching as the technology developed for it will create an innovation, we just don’t know what that will be yet. GM states that they will have a driverless car ready for the market in 2019 so it coming very soon. Uber is testing a self driving fleet of Ford Fusions in Pittsburg right now. (photo below)
 

 Source: MIT TEchnolgy Review

 Personally, the paper claims of passenger safety and convenience are over stated as computers have never achieved 100% availability, as sooner or later they crash or have to shut down for maintenance. They will also be subject to constant hacker attacks as a security concern. That’s right a hacker can now remotely steal your car in this future path. Nevertheless the connected car is here to stay, it is just a question of how far we go as a society to trust artificial technology vs. humans control. This MIT Technology Review article has some thoughts on this technolgy's potential . 

 

On the advertising side, this posting on Adweek by Thomas Bloch, an Asscoate Director at media agency PHD on the future impact it may have. 

 

“This opportunity will open up in two ways: first, as a precision marketing tool, using all the data the car will soon produce; secondly, as mass-reaching vehicle (pardon the pun), as self-driving cars become mini entertainment centres.

In the near future, autonomous cars will process staggering amounts of data: current and past destinations, speed of travel, demographics and biometrics of the riders, present and future weather, traffic conditions, and nearby landmarks and commercial locations—all of which marketers could access to achieve an unprecedented level of precision in consumer messaging.

 

Let’s consider what might soon be possible from a marketing perspective in this new channel for say, a coffee chain.

 

A passenger in a smart car passes a chain coffee shop on the way to work every morning. They have the coffee brand’s app. When they’re close, we programmatically target the rider, asking if they’d like to stop to pick up a medium soy latte—their preferred order at this time of day. If the rider says yes, their car is directed to the store, where their coffee is ready to be picked up at the counter,”

This type of consumer interaction is one future scenario that publisher’s must consider in their publishng roadmap. But, what can we get today and what is the experience now, I want to explore this new emerging channel where there is convergence of the smartphone and the car computer/stereo.

 

This year my wife and I exchanged our Christmas wishes and I told her I wanted to get a new car stereo as my old factory one is now obsolete with the latest changes in technology. I wanted to get one with a touch screen, GPS navigation and stereo. The slot in my vehicle for the device is a 7” w x 4” h,  a standard size.

 

In my search, I noticed that Android as an operating system is forever expanding its footprint in all devices; we see it in TV streamers (Oct blog) and now in car stereos. Android for the uninitiated is an open source software that was created by the developers of Google and they made it free to use, just like Linux.
 

 7” Android Car Player from EinCar


This is what I end up getting for $228 Cdn from a company called EinCar based in China, a 7” Android Car Player. This car stereo is part Android tablet, GPS navigation and stereo, just what I was looking for. This computer/stereo system includes a rear camera, USB and SD Card slots, Bluetooth, 3G wifi, video player and mp3 playback. It has 1G of ram and 8G storage powered by a Quad-Core 2GHz CPU. Because it is Android, I will have access to the Google Play store for their library of apps including games.

 

 

The smartphones are connected to the Android Car Player via Bluetooth to enable hands free dialling and talking and it comes with a phone keypad in the tablet’s software. The smartphone can also be used as an external device for music and video that can be played on the system through the USB port. You can use the SD card slot for your music as another option. The system suport both Android and Apple smartphones.

 
I will post my experience on this device later as part of a product review in  the ever-expanding footprint of Android devices in the “Internet of Things” marketplace that now includes smart fridges. I hope you have a great Christmas holiday season and enjoy peace and joy during this festive time. 

 
Blogs
Scott Bullock Covers Sell
Scott Bullock
Most recent posts:
Industry Guest Blogger Words of Inspiration
Industry Guest Blogger
Most recent posts:
Dennis Kelly 57 Media Spikes
Dennis Kelly
Most recent posts:
Martin Seto Gadget Blog
Martin Seto
Most recent posts:
Norm Lourenco RGD Magazine Media Brandaid
Norm Lourenco RGD
Most recent posts:
Richard Johnson Off the Page
Richard Johnson
Most recent posts:
Most Recent Blog Comment
Jim A. says:
I also purchased an Android tv box just a short while ago, with the intent of cancelling or, at the ...