In Spring of 1998 after recently being fired from a brewery, three friends set out on a canoe trip. That canoe trip would lead to a campfire conversation that would change all of their lives. Greg Taylor, Cam Heaps and Greg Cromwell “The Three Fired Guys” wanted to make a Pilsner that would compete with the best in the world. They did just that! Their brewery is named Steam Whistle, drawing from the inspirational sounds of steam rushing from factory whistles, signalling the end of a fulfilling workday and a time for personal reward.1 The Three Fired Guys built their company with a retro feel, when marketing of goods relied on the trust between manufacturer and consumers. Steam Whistle understands the importance of listening to their consumers and makes ever effort to do so by utilizing social media.
Today’s marketing landscape is ever changing, and with it, the way we engage with our customers. It is no longer about selling a service or a product; now it is all about the customer experience. Companies like T by Daniel, a Brampton based tea house, strive to provide a genuinely exceptional experience for each and every person they meet. Lovers of tea, fashion and especially people, Daniela and Renata Lewis had a vision to start something that could speak to all generations and could bring people together 1. It began when Daniel Lewis overcame a tragedy and used his new found passion for life to follow his dream with his loving wife by his side. “From the moment a person walks into our store, our immediate goal is to wow them” says Renata Lewis, co-founder. Their friendly staff focus on getting to know their customers, whether in person or online.
We’ve all seen one of those Canadian Tire flyers waiting for us at our doorstep… Did you know the retailer stopped distributing them two years ago? Yet, the company’s marketing team is busier than ever with digital advertisement. Facebook has become the company’s second biggest advertising platform after Google. Why did Canadian Tire decided to invest in digital advertising?
9 years ago, when I first joined in L’Oréal Group as a PR professional, what I saw my Marketing colleagues doing was paying media, buying advertisement and telling consumers who we are. Today, as consumers turn to social media to seek out beauty secrets, the industry is signing faces for their followings, not just their fame. (Why big beauty brands are courting social media stars) There won’t be any doubt to a marketer that run your social media campaign like your traditional media campaign and you’re likely to see more damage to your brand reputation than benefit and you’ll waste a lot of money doing it. (16 Differences Between Traditional Media and Social Networking)
Whether it has been with a talking chihuahua, or jamming Doritos into all parts of Tex-Mex fast food, Taco Bell has taken a thinking outside the box approach to marketing and advertising for years – long before social media was really a thing. Though, of course, they’d say they’re “thinking outside the bun.” Taco Bell thrives on the bizarre, the unconventional, and the uncommon. They’re all of these descriptions and more! – Wrapped in a Cool Ranch Doritos shell and smothered in sour cream, salsa and gooey, orange, plastic-y cheese. While marketing is a subject that is relatively difficult to go too crazy with, on the surface, Taco Bell manages to find a way to go against the grain here as well. While the 2015 Social Media Marketing Industry Report shows that many corporations have low interest in utilizing Snapchat in their marketing at this point, Taco Bell is embracing the platform and using it really effectively.
Acquisitions, mergers and takeovers are far too familiar in today’s marketplace. In fact, in the past decade, I have worked for 3 Canadian companies that have either merged or been been acquired by a US firm. As businesses evolve and grow from these complex transactions it is critical how they position themselves in the eyes of all their stakeholders. These changes can be both exciting and can create uncertainty for consumers, investors and employees alike. Marketing, plays a crucial role the way the newly formed entity will be portrayed. It is the heroic efforts of marketing teams to rescue brand identities from getting misconstrued in the market. Fortunately, marketers are armed with Social Media tools to aid them though the all stages of an an A&M. Pre-Merger Due Diligence- Do You Really Know What You’re Acquiring? Prior to an acquisition Marketers can gather valuable Intel about companies they wish to align themselves usually by Social Media tools like LinkedIn and Facebook. Social media profiles, if set up correctly can be assets for Entrepreneurs looking for an exit. International business law and litigation firm Fasken Martineau conducted a survey on the Role Social Media Plays in Mergers & Acquisitions. Their key findings “Our survey revealed that senior M&A executives are certainly using social media, and some are using it to research and communicate deals. Interestingly, social platforms are currently viewed by M&A professionals as having less value than other sources of information, and most don’t currently see great value in social media’s application outside of post-merger integration. It will be very interesting to see if the SEC guidance will impact this perception and if in fact we will see an increased acceptance of these tools in the M&A and general finance community.” – Kareen Zimmer, a partner in Fasken Martineau’s corporate and M&A practice groups  To see results of their survey click here Fasken Martineau 2013 M&A Social Media Survey Research through Social Media, can bring wealth of information about your M&A target. According to Iris Vermeren at Brandwatch you are able investigate the company’s health and reputation, its products, its customers, the market and even competitors. “Mergers and acquisitions create uncertainty for consumers, so post-merger marketing messages and initiatives should focus on providing a sense of security. Brand confusion is the number one brand killer, and mergers and acquisitions create a great deal of brand confusion in the minds of consumers. The marketer’s job is to clear up… Read more »
In today’s social media communities it can be noisy, even annoying, to see sponsored and promoted messages, have products clamouring for your attention, and marketing departments from companies of all sizes try their best to stand out in the chaos. But for one ABC television show, they’ve successfully approached social media in a different way. To listen. The show itself (The Bachelor) is a marketing goldmine. The quest for love, smothered in manipulated drama, to appeal to the hopeless romantics, or provide an endless parade of judge worthy material for the cynics. Its hard to deny the vapid nature of the show itself, but what the show has done with it’s social media offers a lot of lessons for the marketing community.
The beauty industry is a multi-billion dollar market and social media is becoming a beauty battleground as companies compete for their share of the pie. Companies are constantly looking for new ways to engage their customers, build brand loyalty and of course increase sales through their social media efforts. With a number of major players in the industry thriving in the social media landscape, beauty companies constantly have to come up with new and innovative ways to garner the attention of their sometimes fickle target market. One company that has been very successful in accomplishing just that is L’Oréal. Not only has L’Oréal amassed an impressive base of followers on their social media accounts but they have also been praised for their innovative campaigns that continue to raise the bar for competitors and inspire companies in other industries as well. “Globally, L’Oréal has an objective of building 100% love for our brands, and social media is crucial to driving engagement and affinity for the brands that sit under the broader L’Oréal group banner.” – Emma Williamson, Manager, Consumer Affairs and Social Media ANZ The following video provides a quick look who L’Oréal is and at some of their social media successes to date.
How the Communitech incubator in Waterloo ON, is leveraging social media to market its services to Silicon Valley North start-ups in need of just the right guidance to get their big idea off the ground.
It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.
Organization Name: Snapchat Industry: Video Messaging Service Web Reference: Snapchat Contact: Chadi Kandil, Marketing Professor at Centennial College Snapchat is a free video and picture messaging app used with a cellphone. Unlike other messaging apps, the pictures and videos sent to friends vanish after a set amount of time. The major demographic that Snapchat appeals to are teens. This demographic considers Snapchat as… Read more »
Company: Royal LePage Canada, Royal LePage Niagara Real Estate Centre Brokerage Industry: Real Estate Contacts: Ryan Johnstone, Broker/Manager, Royal LePage Niagara, Deanna Gunter, Broker/Manager, Royal LePage Niagara Web References: Royal LePage Canada, Royal LePage Niagara, Inman.com – 6 social media tools for real estate, Increasing Real Estate Social Media Engagement In a previous post (Top Share of Voice Rankings for… Read more »
Title of Post: Social Media – where are we headed? Industry: Business Web references:Wikipedia, YouTube Social Media Week, iMedia Connection, Entrepreneur Magazine, Social Media Examiner SOCIAL MEDIA- PAST Social media has been evolving since the invention of the Internet. From the first email in 1971 and Usenet in 1979 and GeoCities in 1995 which allowed users to create and set up their own home page. However, Six… Read more »
Title of Post: Minimalism Style: Muji in Social Media Industry: Retail Web references: Muji, Twitter, Instagram, Wikipedia Muji is a Japanese lifestyle brand acknowledged for a minimalistic aesthetic and having an anti-brand appeal. Ironically the ‘no brand’ philosophy has propelled Muji into an international brand itself with the increasing number of people who are rejecting the prescriptive and lurid nature of traditional brands. The success… Read more »
Company: UNC School of Media and Journalism Industry: Education Contact: Gary Kayye, Adjunct Professor Web references: UNC, YouTube, Adobe Digital Marketing blog, ello, Tinder, Buzzfeed, Entrepreneur What WAS life like before we all were engaged almost 24/7 with our smartphones? Entrepreneur’s staff writer, Laura Entis’ column “Life with Smarphones” suggests that while the devices have only been around for a decade,… Read more »
Organization Name: Toms Industry: Retail References: Toms, Social Media Breakdown, How Toms Creates Customers for Life, A Case Study in Profitable Cause Marketing, Social Media Analytics for Social Good As the shift between having a social media marketing strategy and needing one lurches towards the latter, online marketing intelligence will glean much from the examples and experiences of sustainable enterprises like… Read more »
Organization name: Family & Children’s Services of Waterloo Region Foundation Industry: Non-profit (registered charity) Name of contact: Valerie Beyer, Donor Relations Coordinator Web references: The Globe and Mail: Canada’s Top 100 Non-Profit Organizations (Registered Charities) Bufferapp: Social Media for Non-Profits: High-Impact Tips and the Best Free Tools HubSpot: The “Three A’s” of Nonprofit Social Media Engagement SlideShare: Online Fundraising with Social Media… Read more »
Organization Name: Hootsuite Industry: Social Media Management Web Reference: Hootsuite Contact: Mike Underell, Marketing Business Analyst at Hootsuite About Hootsuite Hootsuite is a social media management platform that puts all of your social media accounts into one platform. Hootsuite’s user interface takes the form of a dashboard and supports the following social networks: Facebook, Twitter, LinkedIn, Google+, Foursquare, MySpace, WordPress, and Mixi. Hootsuite also provides users with analytics and other reporting… Read more »
Company: NewBay+ Marketing Services Industry: Audio visual, integrated media Contact: Joe Braue, VP Marketing Services Web references: NewBay Media, NewBay+ Marketing Services, BETT, ISTE, CES, InfoComm International, Christie NewBay+ Marketing Services has found a way to seamlessly integrate traditional and new media opportunities and, turn the experience into a repeatable social media exercise that garners likes, clicks, views and shares for their customers… Read more »
Oganization: McIlhenny Co. Industry: Food and Beverage CEO: Tony Simmons Web references: FaceBook, YouTube, Twitter, Bloomberg Business Tabasco, Wikipedia, Edmond McIlhenny was the American businessman that invented and manufactured Tabasco branded pepper sauce. In his Avery family garden, between 1866 and 1868, he grew his first commercial pepper crop and sold the bottles in the following year. It is sold… Read more »
Organization Name: AGCO corporation – Your Agriculture Company Industry: farming Web references: the small business journal; AGCO, Agriculture Marketing, B2B, Blogging, Facebook, Massey Ferguson, Social Media, Twitter, YouTube Social media and marketing – same goal? First, a definition of marketing. The role of Marketing is to engage the mind of the consumer such that a transaction with the brand becomes a desirable possibility in… Read more »
Company: Mercedes-Benz Industry: Automotive Many businesses who are just entering the world of social media believe that social media is a free form of advertising, and that a post on Facebook, Twitter or Instagram will be seen by all their followers. Unfortunately this is not the case. What many businesses are doing is simply slapping up a marketing message… Read more »
Organisation name: Orabrush Website: https://www.orabrush.com/home/# Industry: Tongue cleaning brushes. Over 90% of bad breath can be fixed, defining the problem and providing a solution. After investing $40,000 into a television infomercial that drove negligible sales, having consumers walk passed the Orabrush on store shelves without so much as a second glance, and having hygiene companies turn down an offer of… Read more »
Title of post: Friends who share together travel together; AirAsia’s Facebook marketing ploy Organization: AirAsia Berhad Industry: Air Transportation CEO: Tony Fernandes Web references: Noble Studios, Fascinating Marketing, Hallam, Digital Training Academy, tnooz, Facebook, YouTube Free plane?! Where do I sign up? There is nothing that grabs attention more than free stuff. Businesses have been wise to capitalize on our… Read more »
Organization Name: The Ritz-Carlton Industry: hotel Web References: brandwatch.com, www.svmsolutions.com, http://www.ritzcarlton.com/en/LetUsStay/Default.htm, www.google.com, www.travelandleisure The Ritz-Carlton – this luxury brand wants to stay with you According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers… Read more »