Everybody knows of their community newspapers, but few know that these community newspapers are owned, operated and published in Ontario by Metroland Media. It’s a surprise that Metroland Media is not a common household name, having most of Ontario’s community media market share. In fact many people refer to their community newspapers by the name on the front page, but behind it all, is Metroland Media. Metroland Media Group has gone through many stages of ownership and various titles, but has since been remained Metroland Media Group after the 2006 merge of Metroland Publishing and City Media Group. Torstar, originally The Toronto Star, owns and operates Metroland Media Group, Star Media Group and has a diverse and developing portfolio of operations mainly across Canada, as well as other sectors around the world.
Brands becoming more Digital Consumer packaged goods companies have started to spend more for digital and social media to better meet changing needs of their consumers who are increasingly looking for education and inspiration on-line. Digital and social media helps companies to craft a more personalized and better targeted message to their consumers and, as such, often achieve higher ROI vs. traditional TV media based on one-size-fits-all approach. Parmalat Canada views Social Media marketing as an essential tool in brand building and promotional plans for its flagship brands President, Galbani, Black Diamond, Balderson and Astro. These brands have on-going digital presence at major social media platforms such as Facebook, Instagram and Pinterest. The company seems to having embraced Social Media practices that require more message customization, more personal approach to consumers and faster response time vs. some traditional marketing media like TV and print.
According to the Instant Pot website, this “intelligent multi-cooker, [is] capable of completely replacing [a] pressure cooker, slow cooker, rice cooker/porridge maker, sauté/browning pan, steamer, yogurt maker and stockpot warmer.” Currently one of Amazon’s best selling items, Instant Pot has a huge online fan base. With an official community site on Facebook boasting more than 434K members and a number of satellite communities (e.g. Instant Pot Recipes with 122K members and Instant Pot Cooks with 60K members), the Instant Pot is an internet sensation. That said, it may be surprising to find out that Instant Pot is not a brand new product . According to Grace Hwang Lynch in her article Not Just a Crock: The Viral Word-Of-Mouth Success of Instant Pot, the electric pressure cooker “has been around since 2010, but really became the buzz during the last six months of 2016.” Let’s take a look at the clever social media strategy that created all that buzz.
On-line retailers have been commanding a higher share of Canadian retail spending every year. The trend is largely driven by convenience (e.g., home delivery), wider assortment (due to absence of physical shelf space) and opportunities for consumers to use social media to share their opinions about their experiences with the product. Amazon.com and its Canadian web-site, Amazon.ca, are great examples of successfully capitalizing on the above trends to provide the best in class on-line shopping experience. Amazon has become the largest on-line retailer in North America, selling over 480 million products in the USA and 133 million in Canada.
Victoria’s Secret is a brand known around the world for it’s glamours images of it’s elusive Angels creating a goal that many aspire to. In the fast paced world of today the excitement of receiving their catalogue in the mail has been replaced by a few easy clicks to order a little piece of the magic. Though this provides quick and easy access to the customer, the company has been faced with the question of how to reinvent that same excitement in today’s world? Enter social media.
As one filters through the literature on social media marketing, it becomes glaringly obvious that the rift between digital and traditional marketing has undergone some reverse tectonic movement. No one in any respectable marketing position will make the faux pas of comparing Facebook ads with print ads (unless they intend to elicit judgmental stares). Digital marketing in all its strategic glory is here to stay for the overnight cross continental long-haul.
When it comes to social media marketing it is important, to build a solid foundation to ensure that your efforts have the greatest chance of success. A solid foundation really is about getting the basics right and remembering the purpose of social media is to engage with people. Engagement is not announcing carefully crafted advertising pieces to your intended audiences it is about adding value to conversations that are already happening, building your reputation and remembering that social media is about listening and communicating. Geranium gets social media marketing right.
From a business perspective social media marketing can result in improved brand awareness and loyalty, higher conversion rates, improved customer service, audience insights and decreased marketing costs—if utilized well of course. But so many companies, both large and small, struggle with social media marketing. It is a whole different ball game in comparison to networking with friends and family on your own accounts, although the principals of building and maintaining relationships are still the primary focus. If you’re looking for tips to improve your social media marketing efforts, read on. Illbury + Goose, is a small company that has mastered the art of social media marketing and have implemented strategies that companies of various sizes should take note of. Illbury + Goose creates sustainable, locally made clothing, accessories and home décor, and their brand is built on the foundation of Canadian patriotism. Starting as a local business a few years ago in London, Ontario, they have since expanded their team and have orders coming in from customers all across the country.
Social Media’s Impact on the Supply Chain industry is deeper than you might think. Many organizations are using the information gathered from social media to predict trends, ensure timely delivery of goods and source where a product is made.
Role of Innovation in Consumer Packaged Goods Developing innovative products for consumers is considered as one of essential marketing functions at Parmalat. Product innovation usually plays an important role in life cycle of any consumer packaged goods company. Innovation is tasked to drive incremental volume for the company, keep consumer delighted with its products and provide retailers with increased profits opportunities. In Food Industry, major players, such as Parmalat, are literally expected to come up with new products every year to inject news and dynamics to the category and “protect” their shelf space at retail.
Many churches are finding benefit from promoting their services and events online through social media outlets such as Facebook, Twitter, Instagram and YouTube. However, if we look to the education world, we may find ways that social media is being used in the classroom that can be effectively adapted into a Pastors role of teaching, including the weekly sermon and Bible study methods. Jason Tomaszewski, Associate Editor of EducationWorld.com, reminds us in his article “Social Media Has a Place in Classrooms” of the findings of Dr. Richard J. Light (Harvard School of Education) with regards to social learning theory and the learning success of college students, “People learn most effectively when they interact with other learners. According to Light, the strongest determinant of students’ success in college is their ability to form or participate in small study groups. He suggests that this is more important than their instructors’ teaching styles. Student research participants who studied in groups, even only once a week, were more engaged in their studies, were better prepared for class, and learned significantly more than students who worked on their own.” This study underlines the significant learning impact that small group type Bible studies can have, which could include those happening online. It also addresses the lecture-style sermon delivery that is the basis for most traditional church services, which may be better absorbed if given the opportunity to be discussed among those who have listened to it. Social media can provide such opportunities through various means available to pastors and their congregations today.
Throughout history, The Church has been challenged with continuing to share its unchanging, relational message of the love of God in a world that is constantly changing. Many churches are embracing social media as part of society’s undeniable move towards digital communications, in an effort to build relationships and maintain their voice into the future. In his article, Communication In the Church of the Future, Christopher Harris states, “As the church we not only need to be mastering the tools of social media to connect with and communicate with society, we also have to be studying how these transitions in communication will transform how we are community and how we exist as church.” Glebe Road United Church, located in Toronto, Ontario, Canada with a history dating back to 1851, has found great benefit in utilizing social media not only as part of building relationships through today’s ministry, but also in looking to their future.
Rolling around on a skateboard is a right of passage for most children growing up in North America, many of them dreaming of becoming the next Tony Hawk, or Nyjah Huston. While many of these people will never attain these goals, they will still have a blast pushing around town on their boards. Skateboarding is a wonderful tool for transportation, but it has a few key limitations. The main problem is hills, and everyone who has ever stepped on a skateboard has a deep fear of the dreaded “speed wobble“. While going down a hill on a skateboard, you don’t have many options for braking and going up hills is also an issue, as it becomes a battle against gravity. Boosted Board is a company that was founded to improve some of the issues that have plagued skaters for years. Boosted Board is an electric skateboard controlled by a small handheld remote. You can adjust your speed and even brake! Skateboarders everywhere now have a solution to some of their problems. Boosted Boards has turned to social media to showcase their product to the skateboarders of the world and get everyone skateboarding again.
Magnolia…a few years ago it was just a flower, now it’s a trending brand that has reached far beyond its Texan origin. The creators of this brand, Joanna and Chip Gaines have social media followers from around the world. Tourists book stays at their Magnolia House rental property and visit their business headquarters named the Silos, in Waco, Texas. It’s now a tourist destination with a bakery, garden shop and retail store. The fourth season of their HGTV home improvement reality show, Fixer Upper, premieres this month. Each show profiles the home renovation process from purchase to completion in a one-hour segment. Joanna designs home improvements and decorates. Her husband and partner, Chip, constructs the renovations and the featured homeowners are presented with their on-budget dream home at the end of each episode. The hype for this show has been marketed with a quarterly journal publication and a newly released book about the couple’s story. Magnolia has complimented their brand with traditional marketing mediums and qualified it with social media. The book has just reached #1 on the New York Time best seller list,1 and this achievement is promoted on their website. Magnolia has also introduced a furniture, paint, rug and accessory line available nationally in the US and at three Canadian retailers. An online “Market” shop with all of their products is featured on their website. Magnolia has embraced social media to further increase its brand awareness. The company also benefits from Instagram, Facebook, Pinterest and Twitter activity and has millions of followers. Magnolia has truly saturated the home design, renovation and décor market through both traditional and social media marketing.
In April 2013 Lowe’s launched their extremely successful “Fix in Six” campaign on Vine. With Lowe’s being the second largest home improvement retailer in the world it seems appropriate that their Vine campaign is a variety of six second videos that gives tips for home improvement. Since the campaign began in 2013, Lowe’s has created and shared 115 vines that have generated over 65 million views.
Over the last ten years, the marketing world has changed drastically with the ever evolving world of social media. As a result, marketing plans featuring television or print advertising as a primary mode of promotion have given way to marketing plans that integrate customer engagement, branding and more targeted promotion through social media. Some businesses may certainly survive clinging to old school marketing practices but for those in the computer and technology field, it is essential not only to market through social media but to do so effectively in order to gain an edge on the competition. Bluespark, has truly found their niche in social media marketing while at the same time not appearing to be marketing their services at all. In addition to social media metrics, with clients that include big names like Ralph Lauren, Roomify and Trip Advisor, it’s a sure sign that you’re doing something right.
In our age of digital marketing where there are so many social media options to choose from, one community library is finding success through their development and use of videos. In addition to using Snapchat, Twitter, LinkedIn and Instagram, the Pickering Public Library is including short, in-house created videos in their Facebook Page, YouTube channel and website to communicate upcoming events, new programs and services, fun facts and promote client engagement. These videos have become quite popular in their community and beyond. Donna Moritz of Social Media Examiner attributes the rise in popularity of short video social media content to how “snackable” they are, as a quick visual method that grabs our attention, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”
In 1872, long before the invention of social media, Mildmay’s Commercial Hotel began it’s first days of operation. It has since welcomed thousands of visitors to the small town located in Southwestern Ontario with its country charm and welcoming flare. In 1919 the the business was bought by the Schmalz family and has remained with them ever since. In 2006 the business was bought by Nicole Wise (Schmalz) and became Harleys Pub and Perk. Harleys Pub and Perk has proven that some things will just never get old with it’s almost century old charm, Grandma Schmalz’s Ribs and Kraut, and even with a few of the regulars; however, the functionality of the pub and it’s marketing tactics have had to be changed with their times.
Social Media Metrics can be used to benefit virtually any business, but are even more beneficial for small businesses and those in the early stages of growth and establishing themselves. Metrics help to illustrate and clarify which aspects of the business are gathering the best response and most traffic over various social media platforms. This allows marketers to select and focus more attention on the platforms that are getting the best response rate, to keep doing what’s working, and to improve upon what’s not.
New Trends in Marketing Some people today will tell you that traditional marketing is dead – killed off by social media and the redistribution of power from marketers to the consumers. With technology we are able to find out for ourselves which brands are superior; we don’t need to be bombarded by ads to be persuaded we can simply read online reviews, blog posts, feeds etc. or ask our friends and family. We are even able to block digital ads from reaching us as we peruse our favourite sites. Consumers are literally outcompeting marketers for each other’s attention – according to Forrester Research 70% of people trust brand recommendations from friends and only 10% trust advertising. Personally, I agree. This is the end of marketing as we have known it; ads full of purely self-serving content merely get overlooked these days. Enter Content Marketing. This is when companies provide valuable and interesting information to their target audience and the consumers can’t help but to read or watch and take notice. The strategy behind it is to produce useful and relevant information to buyers who will then reward the company with business and loyalty. It’s no longer about marketing your brand but rather marketing an experience with your brand and reaching people on an emotional level before they make their purchasing decisions. This isn’t exactly a new marketing technique but a growing trend with 92% of marketers using it to increase brand awareness according to the Content Marketing Institute. One company that has this marketing tactic down pat is Huggies the maker of diapers, wipes, swim pants and training pants. Their target market is huge and they do a fantastic job of connecting with them and keeping them engaged. They even have a large following from women who don’t need their products yet – moms to be! Here’s how they do it…
All I hear is “Heads Up!!!” and out of the corner of my eye, I see a white blur coming at me. My right hand is busy carrying a grocery bag, the dog is barking and I’m mid sentence encouraging drinking glass use as opposed to directly from the faucet or milk carton. I caught that baseball seconds before it hit my forehead and earned a “Wow, good catch Ma! You didn’t even stop talking when you caught that!” No doubt these new found reflexes are a result of over a year of working out at Fergus Kickboxing.
It’s no fluke how Little Mushroom Catering has become one of the premier full service catering companies in the Waterloo Region. Hard work, determination, a great staff and a strong leader with a passion for food, people and success. Little Mushroom Catering was created in 2010 by Stephanie Soulis who is President and CEO. She started LMC as a natural extension of her love for food and quality service. The one thing that has made Stephanie so successful in such a short time, other than her work ethic, is the way she uses social media as a marketing tool for her business.
Coca-Cola has found a way to stay relevant in a market that is slowly turning away from sugary drinks like soda. Coke’s integrated marketing strategies utilize both traditional and new media to create unique ads that tell a brand story across multiple channels. Coke employs social media as a way to invite consumers to be a part of their story. Using social media as a marketing tool allows Coke to onboard younger generations and creates a call to action. Personalized content and an innovative delivery system are what make Coke so popular. No matter which way you slice it, Coke is winning the social media ad game. Because after watching these videos, you’re probably going to be thinking about having a Coke.
When someone says the words “social media” often the first thing that comes to mind are sites like Facebook, Twitter or Instagram. While these social networking services are definitely an extremely popular— and important—part of social media, the true definition of encompasses much more than just social networking. “Social Media is the future of communication, a countless array of internet based tools and platforms that increase and enhance the sharing of information.“ – SocialMediaDefined.com It is undeniable then that as social media continues to grow and adapt, it increasingly presents new opportunities for businesses to engage with their customers. Companies are always looking for new ways to market their products and sometimes the opportunity exists to reach to consumers in a way that puts them in control of the interaction.
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?