When you ask an old person what their biggest regret in life is, an overwhelming majority lament that they wish they had travelled more in their youth. They often cite a lack of funds, or life’s responsibilities as reason for postponing their plans. Contiki was a company that was created to address this issue. Contiki is a tour company that connects like-minded people, by offering affordable trip packages for ages 18-35. The organization’s slogan is “No Regrets” which shows that they know what note they need to strike with their customers to encourage them to book a trip. Contiki uses social media effectively to encourage their customers to tell their story, and by doing so, market the service to all of their friends. While not the only marketing technique they use, this is one of the many ways Contiki keeps their customers engaged.
Hamilton Tiger-Cats is the oldest professional sports team in north America. The Hamilton Football Club was formed on November 3, 1869, and played their first game on December 18, 1869 against the 13th Battalion (now Royal Hamilton Light Infantry). Some of the early history of football in Canada and Hamilton is a bit vague, but by 1883, there are records of the Hamilton Tigers playing in the Ontario Rugby Football Union playoffs. The decades and the game have changed but the Ticats commitment to community and fan engagement has not. Being active, accessible and current with their fans is critical on and of the field even during off-season times. In the ever changing landscape of professional sports and out-bound marketing, the Hamilton Tiger-Cats have kept up with new technologies and successfully tackled challenges to reach their fan base.
When asked to name a business which utilizes Social Media to effectively reach out to new customers and maintain contact with existing ones, I immediately thought of The Furtado Group. Operating under the Rock Star Real Estate umbrella, they are a Real Estate Team based in Oakville, primarily servicing the West GTA. The Furtado Group is not your average Real Estate Brokerage and this is evident across their unique branding efforts. And, they surpass any expectations one may have for effectively using Social Media to interact with their audience. Each of the Team’s members has their own Social Media presence. The Team is led by Ruben Furtado. He is considered “a true expert in his field, a trusted advisor and mentor to many in the real estate community” (The Furtado Group. 2016). They have a dedicated Art Director & Brand Communications Manager and each member of their team contributes to content for all social media platforms. Mary Da Rosa has her own blog in which she writes about her business life and market trends. And, there’s Austin Furtado who shares his personal and business goals on his own You Tube channel, Auzzy TV. Clearly this Team has made Social Media a priority in their communication strategies.
Even if you’re not in the market to buy or sell a home, you’ve likely had your eye caught by a realtor’s face on a bench sign, bus stop ad or other billboard-type promotion. It has been a successful exposure-gaining method used for decades by people in the real estate industry, one that has often been a strong step to gaining contacts for potential deals. But did you know that according to Realtor Social Marketing, 90% of home buyers begin their search online? Nicole Bafaro, Sales Representative with Sutton Group Heritage Realty in Ontario’s Durham Region, has successfully built her real estate career by venturing beyond the goal of simply making contacts; she is building and strengthening relationships through online client engagement within her community through her use of social media.
Marketing strategies have shifted, grown, and developed greatly over the course of history. From DeBeer’s age old “Diamonds are Forever” campaign in the early 1900’s and the Lucky Strike ads which had everyone picking up a bad habit in the 60’s, to the modern day “Just Do It” Slogan that defines Nike, we’ve seen a lot over the years. The channels of communication for marketers has changed over time as well. The game changed for marketers again and again, challenging them to come up with new and innovative ways to promote their products and services as the technologies and trends changed over time. In today’s world the internet reigns supreme, and marketers have quickly adopted web advertising as a part of any self-respecting ad campaign. Social Media is the most important aspect of this. A campaign that doesn’t have a #hashtag, YouTube video, or searchable Facebook content, may as well not exist at all. The companies that are realizing, embracing, and integrating social media into their campaigns are the ones who are seeing the most success. Many modern brands are doing a great job of combining social media with their marketing strategies, but one in particular really stands out.
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.
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.
Through its innovative My Starbucks Idea, the company known for fresh roasted beverages, wholesome food on the go, and the decadent Iced Caramel Macchiato, is looking your way for their next great product idea.
I will admit that until very recently I was not familiar with the brand Chobani. You see, despite being the number one Greek yogurt in the United States, Chobani’s line of all-natural, non-GMO products aren’t currently available in Canada. However, when I started researching companies using social media as a means to engage their customers I kept seeing the Chobani name come up, so I decided to explore this brand and its strategy a little deeper. And now I’m thinking it might be time for a road trip south to see what all the fuss is about. Founded just over 10 years ago by Kurdish-American businessman Hamdi Ulukaya, Chobani has quickly risen to the forefront of the yogurt industry capitalizing on the market shift towards the creamier Greek-style of yogurt. In a 2013 interview Ulukaya stated that at the time of Chobani’s product launch in 2007 “Greek yogurt market share in the United States was less than 1 percent. And today it is almost 60 percent.” Becoming the top brand in that marketplace is quite the accomplishment, and proves that the company is doing something right not only with its product but its marketing strategy as well.
Faster than pulling a corto shot of premium espresso, illy is driving employee engagement, and training their North American sales force by leveraging a simple yet effective social approach – online games.
Title: Video Killed the Radio Star and took over the Web Web References: New Wave; The Buggles; Video Killed the Radio Star; MTV; VJs; DJ; Cultural Impact of MTV; Prezi; Internet History; URL; Youtube; Youtube Wiki; Facebook; Twitter; LinkedIn; Kunle Bristow; Bruce Lin; Catalytic Engineering
Companies: Indigo, Facebook & Twitter Industry: Literature & Social Media Social Media, like technology, is changing constantly. If you go on a vacation for a week, it seems that your computer, TV, phone or any other personal device becomes obsolete. Social media is not much different. New channels are emerging all the time whether they are successful like Snapchat or… Read more »
Title of Post: The Future of Pharma and Social Media is Beyond the Pill Industry: Pharmaceuticals Name of Contact: Ray Chepesiuk CEO Pharmaceutical Advertising Advisory Board Web references: Health Works Collective , Eye for Pharma, FiercePharma, Drug Store News, Healthcare Informatics, iMedicalApps, Wall Street Journal , Proteus Digital Health, PubMed Central, Medical Marketing and Media, Wikipedia, Dictionary Reference.com, Free Dictionary , CDC, IBM Research, FDA, Executive Insights via Slide… Read more »
Unraveling the Future of Social Media Organization: Beccomm Industry: Public Relations and Communications Contact(s): Rebecca Grieb Web references: Wikipedia, BBC.com, Skype, Facetime, Countrycode, Popular Mechanics, RollingStone, apartmenttherapy, BT.com, cta.tech, Vivere Ltd, Amazon.com, Bazaarvoice.com, Facebook.com, Pinterest.com, Woot.com, Smallbiztrends.com, Twitter.com, Conversedigita.com, Soundcloud, HuffingtonPost.ca Peering into the crystal ball, one can see that it’s pretty cloudy when it comes to social media. However, someone had… Read more »
Title of Post: PAAB’s very own “Refreshed Assets” Industry: Pharmaceuticals Name of Contact: Ray Chepesiuk, Commissioner (CEO) of The Pharmaceutical Advertising Advisory Board (PAAB) Web References: Youtube, PMQC, PAAB, Wikipedia, comScore, Brand watch Social media marketing is the process of gaining website traffic or attention through social media sites. Canadians remain the most on-line internet individuals worldwide and lead the world in key engagement metrics on desk top… Read more »
Canadian Blood Services media campaign symbol that indicates a greater need for blood donations in the community. Organization: Canadian Blood Services Industry: Not for Profit, Health and Medical Contact(s): Dianne McBride, Web references: HealthyDebate.ca, cbc.ca, Canadian Blood Services, Facebook, Wikipedia.org, Twitter, Vimeo, Youtube, History.com, Talk about a red hot topic. Canadian Blood Services has a multi-storied past, including the 1980’s blood scandal… 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 »
Title of Post: Clicks, Tweets and Likes: What is a Small Business to Measure? Organisation Name: Augies Gourmet Ice Pops Industry: Speciality Food Name of Contact : Janet Dimond, Owner Web references: Forbes, Inc., The Small Business Expert Academy , Sound Cloud, Wikipedia, Buffer, Investopedia, Social Times, Vimeo, YouTube, The Toronto Star, Hootesuite, Google images, CMO Survey, Wiktionary, Twitter, Business Dictionary, The reason(s)… Read more »
Title of Post: The Man Your Man Could Smell Like – how Old Spice capitalized on their social media engagments Organization: Old Spice Industry: Consumer goods CEO: David S. Taylor Web references: Old Spice, TNW News, Digital Buzz, YouTube, Facebook, Twitter It shouldn’t come as a surprise to anyone that Old Spice has had one of the most successful and famous… Read more »
Organization Name: Yellow Goat Design Industry: Lighting – Commercial References: Lightform, Klout, Yellow Goat Design, A live, glowing orb with shifting colours is only one example of Yellow Goat Design installations. What do you get when you cross an audacious goat with mammoth bedazzling light installations? Yellow Goat Design, of course. Yellow Goat Designs, founded in 1997, has been in… Read more »
Organisation name: Man Crates. Website: http://www.mancrates.com/gifts-for-men Industry: Curated and themed masculine gift boxes. Brag-worthy Gifts for Guys, Crowbar Included. With only the $1000 he was allowed by his wife, Jonathan Beekman created the business that is today known as Man Crates. Man Crates offers customers the ability to purchase and ship themed gifts contained in unique and memorable packaging; and contents… Read more »
Organization – Whirlpool Industry – Home appliances Contact – Brian Hancock, VP Supply Chain Whirlpool Corp. web references – Google, YouTube, Penske, Wikipedia Whirlpool Corporation is the world’s leading manufacturer (American) and marketer of home appliances, with annual sales of over $20 billion, employing more than 100,000 people. Whirlpool brands include Whirlpool, Maytag, KitchenAid, Jenn-Air, Inglis, Amana, Brastemp, and other major brands. Today, social media… Read more »
Organization Name: C&S Wholesale Grocers Industry: Food and Beverage CEO: Richard B Cohen Web references: C&S, FaceBook, Twitter, Wikipedia About C&S Wholesale Grocers C&S was founded in 1918 by Israel Cohen and Abraham Siegel and began as a small grocery distribution center stocking 1,200 products. They now have more than 95,000 products from 50 warehouses to distribute to supermarkets and… Read more »