Marketline

Marketline
M A G A Z I N E
Summer 06
Message from the President
Marketline
M A G A Z I N E
The BCAMA has once again delivered outstanding
programming and networking opportunities for our
members and the BC marketing community in the 200506 year. It has been an exciting year for me as I lead a
tremendously dedicated and committed BCAMA Board of
Directors and volunteers. They brought forth their passion
for marketing and volunteered so much of their time to
build upon our association’s momentum and success.
2005/2006 Board of Directors
PRESIDENT
Evangeline Englezos ................ 604.665.9068
PAST PRESIDENT
Cynthia Haapanen .................. 604.322.6464
Throughout the year the BCAMA offered engaging,
leading marketing topics and success stories including the Marketer of the Year sold-out GALA evening
celebrating Vancity, the Speakers Series featuring the Vancouver Canucks, ING Direct, Adidas, the
Business of Sponsorship panel to name a few and our Special Interest Group (SIGs) sessions featuring
Peter Legge, Mary Charlson and so much more. We provided updated information on our web site and
an in-depth job bank. The annual VISION conference on Leadership offered a dynamic group of
speakers, including insight into Disney’s and Dove’s leadership in the marketplace.
It is truly amazing to see what a relatively small group of talented and passionate people can do to
maintain a dynamic and thriving marketing community in BC. Their efforts were always supported
by the generous contributions of our annual and event sponsors to whom I extend our gratitude.
I would also like to thank our members for their continued support and participation in our education
and social events.
PRESIDENT ELECT
Laura McBride ........................ 604.602.6410
VICE PRESIDENT
Lisa Lynk .............................. 604.432.3828
TREASURER
Richard Mester ....................... 778.231.2192
VISION SPONSORSHIP
Shelley Frost .......................... 604.252.3628
VISION
Sara Lamb ............................. 604.623.3007
Our association will move forward to next year on a strong financial position. I hope to see you
all at the BCAMA’s annual general meeting on June 14th, 2006 where we can all celebrate our
Chapter’s success. It is also with the greatest confidence and respect that I pass over the chair
of President to Laura McBride who will continue to build on the BCAMA’s momentum as a dynamic
and thriving marketing association.
SPEAKER SERIES
Trish Heywood ....................... 604.688.9122
SPECIAL INTEREST GROUP SERIES
Lori Janson ........................... 604.657.7893
It has been an honour and privilege to serve as your President. I extend my heartfelt thank you to
the Board, the sponsors and to you, the members, for your continued support. I look forward to my
new role as your immediate Past President and to seeing you all at the annual meeting.
MARKETLINE
Best regards,
SPONSORSHIP
Evangeline Englezos
President
BC Chapter of the AMA (BCAMA)
SPONSORSHIP/ AFFINITY
Barb Mitchell ......................... 604.730.8659
Peter Udzenija ....................... 604.899.7237
Colin Jarvis (ext.222) .............. 604.688.9122
COMMUNICATIONS
Rosa Marinelli ........................ 604.682.2222
Features
MEMBERSHIP DIRECTOR
Nancy Small ........................... 604.687.8852
WEBSITE
Darrell Hadden (ext.113) ......... 604.682.5500
Refining the Art of Networking | Marcie MacLellan ........................ 5
MARKETER OF THE YEAR
Marketline Connections | Stacey McGregor ................................... 6
COLLEGIATE RELATIONS
Message from the Vision Chairs .................................................. 9
Georgia Dahle ........................ 604.671.9809
Holly McLennan ..................... 604.734.8465
DATABASE
BCAMA’s Vision 2006 Conference | Kim Struthers ........................... 10
Carole Wilson ......................... 604.983.9870
Riding the Wireless Wave | Marcie MacLellan ................................ 15
BCAMA OFFICE
Lindsay Cross .............. 604.983.6AMA (6262)
Marketing Le Petit Spa | Christina Jarvie ...................................... 18
Unprepared for the Blogging Revolution | Christine Mingie ............ 20
Michelangelo. Ad guy. | Craig Redmond ..................................... 23
Past BCAMA Events .................................................................. 24
The BC Chapter of the American Marketing Association
has been this province’s leading marketing source since
1955. As one of the most highly regarded chapters in
North America, BCAMA was awarded with the prestigious
international “Chapter of the Year” Award in each of the
three years spanning 1994-1997, as well as numerous
other awards over the last 20 years.
BCAMA Affinity Program ........................................................... 27
Marketline • Spring 06 • 3
Refining the Art of Networking
Message from the Editor
By Marcie MacLellan
It’s hard to believe how quickly the time has past since I became involved with
the BCAMA. With the developments made over the years, I’d like to think that
I’ve left Marketline better off then when I first found it. I am also confident that,
as I move on, I’ve left it in very capable hands.
Vision being a primary example. But
when it comes to networking, it also
offers the opportunity to make the
most of these events.
Looking back on my experiences with the BCAMA, I realize that among the
opportunities it affords – education, entertainment, networking – the latter has
personally ranked among the highest.
Beyond merely attending events,
volunteering with the BCAMA can be
a terrific way to get to know new
people that target the type of
business professionals you are looking to meet. Assist with events, offer to speak
or moderate, or even better, volunteer for the Board of Directors. It certainly
worked for me.
As I write this message literally on a plane bound to London, England, and about
to kick off a new professional challenge, I can’t help but recall how only a few
years back I found myself new to the city of Vancouver. In any city, no matter
where it may be, one introduction leads to another, and before long, business
meetings are lined up, colleagues are introduced, and even friends are made.
Aside from the beauty and history that England offers, I do not anticipate that
my experiences in London will differ significantly from my experiences when first
moving to Vancouver. What’s needed, no matter where you are, is the ability to
network. Perhaps with a twinge of home-sickness, I recall the successful
networking opportunities the BCAMA offers, while I prepare to commence my
efforts to network abroad.
No matter where you do business, if there is anything I’ve learned so far, it’s that
success is in your own hands, and networking, whether you’re at home or abroad,
follows the same rules and can reap the same rewards.
Marcie MacLellan is President of IN CONTEXT Marketing and Public Relations. She
is (reluctantly) stepping down from the role of Editor in order to move to London,
England to develop a UK presence for IN CONTEXT. She can be reached at
[email protected].
Reflecting on this, I am intrigued about why and how the BCAMA has been so
successful in offering opportunities for marketing professionals to connect.
Certainly, the BCAMA offers countless educational opportunities, with the upcoming
Marketline • Spring 06 • 5
Marketline Connection
By Stacey McGregor
ACLC President Launches New Agency
Air Canada Gives Pass a Chance
After more than 15 years in advertising, Neil McOstrich, who most recently served
as president and COO of ACLC, has ventured out on his own to open Clean Sheet
Communications. McOstrich says the goal for the Toronto-based agency is to “do
advertising of significance for marketers of significance.” Part of his new approach
surrounds a philosophy that great stories make for successful marketing. "People
remember great stories," he says. "That's why Ben and Jerry's is a great product
- because they have a great story."
Air Canada says it’s new integrated
campaign, “Revolution: see where the
revolution can take you,” gives customers
what they want in the form of flexible
multi-trip air travel passes. "The product
itself is revolutionary," says Marketel CD
Pascal Hierholz. "We want to let the
people know that something big is happening."
Harlequin Gets Even Racier
Canadian romance fiction giant Harlequin has joined forces with NASCAR to launch
a series of racetrack-inspired romance novels (think Days of Thunder) to attract
the more than 30-million female NASCAR fans. The new books bear the NASCAR
logo and were launched for the start of the Daytona 500 in mid-February, and
will be supported by a US only campaign that includes print and radio, as well
as online advertisements.
Publicis Goes West
Toronto-based agency Publicis (which also has an office in Montreal) recently
opened a Vancouver office and has recruited two Saatchi & Saatchi/Drum partners
to do it. George Crookshank is now VP/MD and Bill Downie is VP/CD. "Among
other opportunities [the agency] will enable us to put our sports marketing
division in high gear out west prior to the 2010 Olympics," says agency president
Serge Rancourt.
The entire campaign – including TV, radio, print and online – is targeted at driving
consumers to the company’s web site and all play off the Revolution concept
including a business man flashing the peace sign under the heading “Give Pass
a Chance,” and a website that outlines “The Flight Pass Manifesto.”
Video Game Runs Amok!
Richmond based Nintendo of Canada unleashed oversized Tetris blocks all over
Toronto last month as part of a promotional push for its new Tetris DS game. Tetris
“construction workers” encouraged more than 18,000 pedestrians to play the reallife version of the game to build hype around the new product. The promotion
was created by Toronto-based brand experience agency Inventa and includes
print, web and radio executions. David Le, marketing manager for Nintendo says:
"People have been running up to our Inventa event staff, asking to try the game.
They have even been asking if they can pose in Tetris-like Tetrimino shapes with
the blocks and get their picture taken."
Rogers Wireless Shines with Pattison Outdoor Advertising
Rogers Wireless and Publicis Canada have created an innovative advertising
campaign to promote their new I-Tunes enabled cellular phone. In partnership
with Pattison Outdoor, Media Buying Services, 18 specially created
electroluminescent posters have been placed in five major markets across Canada.
The posters use electrically charged paper that illuminate different elements of
the layout in a pre-established sequence that is comparable to the output of a
neon sign. “It's a fairly big breakthrough in the outdoor advertising world, where
suddenly there's a new way of doing something," says John Boynton, chief
marketing officer at Rogers Wireless. "It's a little more expensive on the
production side, but a lot of outdoor has been the same for a while. This makes
you stand out significantly."
Playland
Over the years, Playland Amusement Park has created some of the most unique,
inspiring and recognizable advertisements in Canada and as such has won a number
of prestigious and international awards. So with the bar set so high, how are they
planning on approaching their 2006 creative strategy? By engaging its primarily
teenage and 20-something target market in an online vote where they are invited
to select their favourite of the top five Playland commercials from the past decade.
“We are regularly asked by the public to replay some of our more popular
campaigns from past years – so for 2006 we decided to let our guests have a direct
hand in the campaign by picking their favourite commercial. That commercial will
be rerun in its entirety – with slight changes made for dates, times and prices,”
says Shelley Frost, Vice President of Marketing for the PNE. The web based poll
was launched March 1.
Stacey McGregor is a freelance Marketing & Communications Specialist based in
Vancouver, BC. Stacey can be reached at [email protected]
Marketline • Spring 06 • 7
Message from the VISION 2006 Chairs
Learn How Leaders Stand Apart
The annual Vision conference was held Friday, May
5 at the Hyatt Regency Hotel in Vancouver and by
all accounts was a great success!
This year we decided to explore a different
approach with the conference. Vision is not only
about being able to spot and capitalize on trends
but also about taking risks and standing apart from
the crowd in order to create your own territory and
build a unique, compelling and ultimately
profitable relationship with your customers,
suppliers and employees.
The conference featured seven speakers from a
variety of disciplines and backgrounds who shared
their insights and success stories on what it takes
to be a leader in the area of marketing and
communications. (See page 11 for highlights on
Sara Lamb
Programming
the speakers’ presentations from Vision
2006). Speakers were selected based on the
level of interest they received when we
surveyed members last year as well as on
their fit with the new theme. Your feedback to
these surveys along with the results of Ipsos Reid
questionnaire from Vision is really important to us.
Please do keep sending us your comments on the
new direction as well as on the speakers’
presentations!
We also held a cocktail reception following the
conference in recognition that many members look
forward to the opportunity to network at BCAMA
events. Depending on your feedback we will
consider doing this again next year.
Aside from our Sponsors, to whom we are extremely
thankful for their support and contributions to the
Shelley Frost
Sponsorship
Cindy Haapanen
Speakers
success of Vision, the conference would not exist
without the countless hours of volunteer time put
in by the Vision committee. Specifically, we wish
to gratefully acknowledge the contributions of: Eric
Buchegger (Swiss Water Decaffeinated Coffee),
Katrina Carroll-Foster (Opus Hotel), Angie Gaddy
(BC Greenhouse Growers’ Association), Jenn Green
(DDB Canada); Liv Hung (Wasserman & Partners),
Jennifer Jenkinson (Vancity), Jaime-Ann Lew (UBC
Sauder School of Business), Viktoriia Roudnitskaia
(TBWA\Vancouver)
and
Laura
McBride
(TBWA\Vancouver and BCAMA President Elect)
Thank you to those who attended VISION 2006 and
we hope to see you at VISION 2007!
2005 BCAMA Chairs at VISION 2006
Shelley Frost is VP, marketing for the Pacific National
Cindy Haapanen is Immediate Past President of BCAMA and
Sara Lamb is VP, Client Services for Karyo Communications, a
Exhibition and oversees the company’s marketing plans,
Chief Consultant of CSH Consulting, a company specializing
holistic communications company focused on developing
promotions, retail partnerships, advertising & media plans,
in solutions through strategic planning, research and
strategies for what matters most to their clients. Previously
market research, sponsorship and site-look initiatives. She
marketing effectiveness.
she was the Director of Client Services at TBWA\Vancouver.
has served on the BCAMA Board of Directors for 3 years.
This is her first year on the BCAMA Board of Directors.
Marketline • Spring 06 • 9
BCAMA’s VISION 2006 Conference
The seven speakers at the VISION 2006
conference lived up to their billing to provide
insight, advice, and role modeling on visionary
leadership.
The morning kicked off with Doug Lipp
presenting Executive Ledership: Disney Style.
Using many examples from his career as Former
Chief, Disney Studio’s Walt Disney University,
Lipp shared his insights on how we can take
our respective organizations from apathy to
energy and from boring to brilliant.
Lipp shared that a condition for leadership
success is the entrepreneurial spirit. Using
cartoons and various exercises to engage the
audience, Lipp stressed the need for leaders to
eliminate obstacles and create opportunities to
maximize creative potential and to let the
entrepreneurial spirit blossom.
Obstacles to be dismantled include a company’s
‘sacred cows’, the complacent belief that ‘we’re
so good’, a tendency to blame everyone else,
and the urge to ‘save’ our way to prosperity.
Opportunities to cultivate include the
importance of good role-modeling and
communication, team work, empowering staff,
and getting to know staff by walking a mile in
their shoes.
Lipp left the audience with a challenge to
determine what will we start, stop, and
continue doing as leaders, both in the shortand long-term, that will help our company’s
entrepreneurial spirit flourish. He also
encouraged us to look within ourselves to
examine our own behaviour. As leaders, Lipp
says, we need to look at whether we are
creating obstacles or opportunities and we
need to take ownership for these contributions,
good, bad, or otherwise.
The second presenter learned many of his
leadership lessons on the sports field (as
opposed to a theme park). As the CEO,
Vancouver 2010, John Furlong’s presentation
focused on leaders who have a vision, and who
believe so strongly in that vision that
everything and everyone rallies around it.
Furlong’s first leadership experience was as a
team captain. Misguided in thinking that
leadership meant playing to the best of his
ability, he soon learned that rather than it
being about his own personal accomplishments,
a good leader was someone who did what they
could to help each team member be better. In
his current context, he aims to never inhibit
the potential of his staff. On his quest to build
the perfect team, he seeks to find greatness in
each person and to “unleash the hero” in each
of them.
A good leader is also someone who strives to
do better and to do good. He and his team
adhere to five core values: teamwork, trust,
creativity, excellence, sustainability, and they
live them every day in the constant pursuit of
doing things better. He also feels leaders must
act as agents of positive change and that we
aren’t honouring our role if we’re not prepared
to add value in our workplace and our
community.
A final important component of successful
leadership is a vision that will compel. Joking
that his responsibility sometimes leaves him
feeling like throwing up his breakfast, he says
his vision of staging the most spectacular
Olympic and Paralympic Games ever is what
gets him up in the morning and what helps him
sleep at night. This power of positive
visualization guides him and his team as they
strive to leave a legacy of positive impact on
Canadian families and children.
Speaking about Canadian youth in a completely
different context was Max Valiquette.
Valiquette, president of Youthography, is a
leading expert on youth culture and marketing.
Valiquette provided valuable information for
marketers as he outlined the key characteristics
and motivating behavior of Canada’s youth.
Valiquette posited that this ‘pre-adult’
generation
values
relationships,
communication, information, diversity, and
empowerment, which are all supported by this
generation’s symbiotic relationship with
technology. He then said that in order for
marketers to understand youth, they must
understand three trends that have had a
tremendous impact on shaping them:
Transition,
Integration
Culture,
and
Hedonormalization.
This is a generation used to fact-changing
By Kim Struthers
technology and
culture changes
that are driven
from the bottomup. Secondly,
technology and
immigration
have led to an integrated culture where
diversity and experimentation are the norm and
there is a blending of formerly disparate
components. We now live in a society of gay
marriage, white rappers, and black golfers.
Hedonormalization speaks to the reality that
vice is becoming part of this generation’s daily
experience. Whereas sex and drugs used to be
bad, and people were defined by their
orientation (‘He’s gay’ or ‘I’m a stoner’), now
sex and drugs openly exist with no judgment
attached.
Valiquette also covered implications for
marketers in communicating with this segment
that forms 27% of Canada’s population. He
called them The Early Adopters for their
willingness to take risks and try new trends.
They also use The Social Network: marketers
need to anticipate the speed at which trends
and information travel, and that information is
now shared many-to-many rather than one-onone. These consumers also don’t pass judgment
like past generations and have The Open Mind.
Also, unlike their parents who have seen
information sources merge, this generation is
used to technology all coming from one source
and they don’t subscribe to The Myth of
Convergence.
Over lunch Michael Kerr brought the house
down with his performance of ‘Leading with
Laughter’. With his view that in today’s
corporate world it is the survival of the
funniest, Kerr believes that leaders can use
humour to promote productivity and
effectiveness.
Kerr said that humour is an effective leadership
tool that can be leveraged to get the best of
our employees, yet is remains undervalued and
underappreciated. When humour is used in
communication, people retain information
700% more and they are five times more likely
to go along with directions.
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Marketline • Spring 06 • 11
(continued from previous page)
Using humour can also increase creativity.
Skillfully applied humour helps get past our
internal judges and critics, allowing a change
in thinking patterns, decreased inhibitions,
and an increase in original thinking.
Humour can help us manage stress and
positively impact performance. With more than
70% of illnesses linked to stress, laughter has
important physical and psychological benefits.
Laughter’s effects remain in the body for 24
hours, and 20 – 30 seconds of laughter equals
three minutes on the rowing machine. Laughter
breaks tension, and humour can help us to
reinterpret stressors. We all know that we can’t
control what happens to us, but we can chose
our reaction and humour helps us get out the
mental lemonade machine when life hands us
a boatload of lemons.
Janet Kestin and Sharon Macleod then deftly
changed the mood from gut-busting to
thought-provoking. Kestin, Co-Chief Creative
Officer at Ogilvy & Mather, and Macleod,
Marketing Manager, Dove Masterbrand, Unilever
Canada, shared that the key leadership
ingredients in Dove’s Campaign for Real Beauty
were commitment and permission to fail.
Kestin and Macleod knew from research that
women wanted more realistic images in the
media – women of different ages, shapes, and
sizes. While the clarion call for change was
clear, Kestin and Macleod shared it was a long
battle to get internal buy-in for this
unprecedented marketing campaign. But when
Unilever came on board, it did so in a way that
was truly meaningful: it committed to stand
behind the campaign even if it lost money.
With the permission to fail in hand, and with
staff knowing their company was standing
behind them, the campaign was launched in
Canada. The ‘tick-box’ advertising campaign
was designed to get people talking, and it did.
Once consumers saw that Dove was serious,
product started moving.
But the campaign is far more than a marketing
gimmick; it is truly a marriage of corporate
social responsibility and a cause. Dove felt it
had to do more than raise an issue and start a
dialogue so it created the Dove Self Esteem
Fund to support programs and tools to enhance
positive self-esteem in girls.
Knowing that meaningful social change takes
30 years, Dove doesn’t expect to change
attitudes and behaviour overnight. But like a
true leader, Dove has bravely stepped forward
and said ‘we can do better’, and it has.
Also challenging us to do better was Vince Engel.
Partner and Creative Director at Buder Engel and
Friends, Engel closed the conference with an aim
to provoke questions rather than provide answers.
He said we are losing control of our brands due
to technology and that the need to be honest
and truthful with consumers has never been
more important. As born out by GM’s misguided
experiment to let the public make their own
commercial about GM’s Tahoe, people are savvy
and they won’t stand for being duped. If we
don’t tell the truth about our product, our
consumers will.
Engel championed the innovative use of
technology in campaigns such as MAVI jeans
and Doc Martens. This is the Age of the Screen
and we need to figure out how to create a
unique, authentic, and emotional connection
with consumers via technology. He urged us
to appeal to their senses and emotions and
not just their logic, and to not treat people
like morons.
This was one of Engel’s closing points: as
leaders, is it not possible to create a definition
of success that includes treating people well?
Can we be more open and more honest, and be
motivated by the desire to be just a little bit
better every day? Like the other presenters,
Engel threw out a clear challenge. One that
won’t be easy to meet, but one that if
embraced with the same level of passion,
commitment, and fearlessness as modeled by
the presenters, will help to make better leaders
of us all.
Kim Struthers is the marketing and communications manager for Big Brothers of Greater Vancouver.
This is her first freelance assignment for Marketline.
The VISION 2006 speaker biographies:
Vince Engel, Partner / Creative Director, Buder Engel
and Friends: Engel’s work includes campaigns for
Nike, American Express, Qantas, Subaru, MTV, Dr.
Martens and currently, the launching of Disney
Mobile. Learn more at www.buderengel.com.
John Furlong, CEO, Vancouver 2010: Prior to his
appointment at VANOC in 2004, Furlong was the
President and COO for the Vancouver 2010 Bid
Corporation. Furlong’s service to sport has resulted
in numerous awards, including Canada’s 2004 Sport
Executive, Executive of the Year, a 2004 Canadian
Sport Awards’ lifetime achievement award, and being
inducted in to the BC Sports Hall of Fame. Get
inspired at www.vancouver2010.com.
Michael Kerr: An award-winning international
speaker, Kerr is one of North America’s leading
authorities on how to create more inspiring
workplace environments. His clients include WestJet
Airlines, Bell Canada, GE, Compaq Computers, and
Colgate.
Tickle
your
funny
bone
at
www.mikekerr.com.
Doug Lipp, Former Chief, Disney Studio’s Walt Disney
University: A leadership trainer at Disneyland and
part of the start-up team for Tokyo Disneyland, Lipp
now consults on customer service, leadership, and
cultural diversity. His clients include Microsoft,
Paramount, Pepsi, and GE. Find out more at
www.douglipp.com.
This year’s speakers, all natural leaders, easily engaged
the audience as they shared their experiences.
Janet Kestin, Co-Chief Creative Officer, Ogilvy &
Mather: Kestin has worked at Y&R, Leo Burnett, and
Ogilvy & Mather. Her work with partner Nancy Vonk
has appeared at Cannes, One Show, CA, Clio, and her
work for Dove is part of the permanent collection in
the Royal Ontario Museum.
Sharon Macleod, Marketing Manager, Dove
Masterbrand, Unilever Canada: Macleod has extensive
experience marketing beauty products to Canadian
women. She holds a Master of Science in Consumer
Behavior and taught Consumer Behavior at Wilfred
Laurier University prior to joining Unilever. She and
Kestin help women feel more beautiful at
www.campaignforrealbeauty.ca
Max Valiquette, president of Youthography, outlined
the key characteristics and motivating behaviour of
Canada’s Youth.
Max
Valiquette,
Founder
and
President,
Youthography: Valiquette is Canada’s foremost expert
on youth culture and marketing, and is the host of
TV Ontario’s VoxTalk, a youth issues show. Get
hedonormalized at www.youthography.com.
BCAMA president Evangeline Englezos, Presenter Doup
Lipp, and Vision Chair Sara Lamb pose for a few pictures as they celebrate the event.
Marketline • Spring 06 • 13
Riding the Wireless Wave
As a professional marketer, there are rarely opportunities to sit back and relax.
Just when you get use to one new trend, another one comes whizzing around
the corner. When it comes to wireless marketing, it may not be new in theory,
but it remains comparatively new in practice. Finally, after all the hype that
the wireless marketing channel has been building for years, 2006 promises to
bring a new wave of opportunities.
Fortunately, wireless marketing works much like any other channel of
advertising, so there will be no need to reinvent the wheel. Like online
advertising, wireless marketing allows for instant measuring and tracking of
response rates. But what’s better, wireless marketing provides interactive
communication in real-time.
Globally, there are examples of wireless marketing in action. Among them is a
trivia content implemented by Nestle. Mobile2win Brand Solutions, a company
based out of China, helped Nestle to run an interactive promotion at points of
sale through an innovative use of SMS. The objective of this campaign was to
help increase sales of Nestle Milk at a key retail client, namely convenience
stores.
To effectively achieve this objective, consumers had to purchase Nestle milk
and send the receipt number to a specific text number, known in the industry
as a short-number, to enter into a lucky draw to win prizes. In addition to the
chance to win free product, they could also win a free mobile phone.
This is just one example, of which there are many. According to Graham Kelly,
By Marcie MacLellan
of OgilvyOne Worldwide out of
Singapore, the mobile medium
offers “a worldwide reach that
marketers could not afford to
ignore. SMS already has a larger
global market than email, but most
current practitioners are still
struggling to make meaningful
connections with consumers.”
Michael Becker, CTO with iLoop Mobile, based out of California, tends to agree.
To assist with the success of wireless marketing, he has identified the top
predictions for 2006 on behalf of the Mobile Marketing Association. According
to Becker, “barring any economic, political, environmental, or social
catastrophe, 2006 is going to be a banner year for mobile marketing and
mobile data services.”
Among his predictions is the fact that mass market mobile services will continue
to rise. He claims that user adoption “has matured and reached a common
plateau where commercially viable and cost effective mobile marketing and
data services can be launched. These services include text messaging campaigns
(quiz, votes, polls, contest entries), content downloads, instant voice response,
community services, and mobile search which are ready to be offered to the
mass market by brands, content, owners, and marketing agencies.”
Becker also sees that, as the mass market reaches a saturation point, it’s
inevitable that the industry will respond. And this saturation point may be
sooner than many of us have expected. After all, eMarketer reports that the
United States will have 214 million subscribers, 71% of the population, in
2006. As this happens, marketers will have no choice but to jump board.
Close to home, wireless marketing is alive and well in Canada. MuchMusic, for
one, has recently announced its MuchMusic VJ Search: The Series. The Series
will judge twenty semi-finalist hopefuls as they compete for an opportunity to
be the next MuchMusic VJ. In addition to the on-air show, they are offering a
number of interactive bonuses, of which wireless marketing is among them, by
offering fans to rate the candidates via email and text-messaging weekly polls,
and also allowing fans to register to receive exclusive VJ Search content beamed
direct to their mobile handsets.
And Nestle isn’t the only milk promotion hitting the wireless world. Believe
it or not, the Dairy Farmers of Canada have even stepped into the ring, turning
teens' cell phones into karaoke machines. This innovative youth mobile and
web marketing campaign was designed to complement their new ad campaign,
currently running. For the first time in Canada, DFC is bringing the fun of
karaoke to cell phones using MobilokeTM technology, developed by Torontobased SilverBirch Studios Inc., to grab the attention of their target teen
demographic.
"Teenagers use their cell phones for a lot more than just talking - they're using
them as interactive multi-media entertainment devices," says Roberta JessupRamsay, Marketing Director at DFC. "With Mobiloke, we can take the most
recognizable feature of our hip hop commercial - the song - and let teens have
fun with it on their cell phones."
(continued next page)
Marketline • Spring 06 • 15
(continued from previous page)
With this campaign, consumers can visit www.milkhiphop.ca to download
the Mobiloke application and all three versions of the song for free on to
any browser-enabled cell phone. Additional free content for cell phone
download includes ringtones, screen wallpaper and the latest television spot.
DFC views their new mobile marketing strategy as an innovative way to reach
the teen demographic.
"The use of sophisticated interactive technologies will prove critical as brands
struggle to maintain relevance in a fractured media environment," says Jeff
Leiper, Director of Canadian Market Strategies at Yankee Group. "Youth, in
particular, are heavy media consumers, but their attention is divided between
multiple technology platforms. Our research indicates that in 2005, 25 per cent
of Canadian wireless phone users under 35 downloaded ringtones, and that
number will climb in 2006."
So it seems, as with technology as a whole, this marketing trend is not likely
to go away anytime soon. In fact, quite the contrary, it’s poised for growth.
And while the wireless screen may be small, for us marketers, we know there is a
lot you can do with a big idea.
Marcie MacLellan is President of IN CONTEXT Marketing and Public Relations. She
is also a published expert on topics related to online and traditional marketing. To
date, she has published over 100 marketing related articles in various publications
across North America. Contact her at [email protected]
Marketline • Spring 06 • 17
Marketing Le Petit Spa
By Christina Jarvie
Nestled in the corner of Kitsilano and Point Grey lies an oasis in the city waiting to be discovered. Those who have been
there will reveal secrets to tempt you into this warm and inviting sanctuary from the elements of time. You will be swaddled
in furrows of terry cloth and velour as your worries slip away onto the French tiled floor. Warm candlelight will embrace
you as you fold into your billowing coverlets of serenity and hints of lavender whisper promises of untold pamperment and
luxury as you drift off into a Le Petit Spa experience…..
Le Petit Spa
Word of Mouth Advertising
Since its inception in 2003, Le Petit Spa has carved out a unique niche in the
Accredited as Le Petit Spa’s number one marketing tool to date, word of mouth
Vancouver spa industry. It is due to a keen focus on building and nurturing her
advertising has lent itself on in the forms of referrals from loyal clients to publicity
clients’ relationships with their skin and their bodies that Nancy Mudfords Le Petit
from the media. In the last year, Le Petit Spa has been featured in 24hr magazine
Spa was chosen by her clients as the #1 day spa in Vancouver in 2005, coupling
with their Christmas 2005 campaign, vitamin V with showcased product, Sweet
her previous win of #3 day spa in Vancouver in 2004, her inaugural year.
spot highlighting facials and in spring of 2006, will be featured in Fashion
Magazine for the Le Petit Spa Glycolic Facials and Chatelaine Magazine with a
piece devoted to Le Petit Spa spa parties.
Nancy Mudford
Mudford hails from Montreal and is armed with an extensive educational
Press releases have proved an extremely valuable tool for Le Petit Spa. Each new
background coupled with instinctual business skills. A Bachelor of Arts major from
service, product or promotion is highlighted in a press release written by Mudfords
McGill University, this entrepreneurial maverick went on to graduate from BCIT’s
newly hired Marketing Coordinator, Christina Jarvie. Jarvie, a recent graduate of
marketing program in Marketing Management and further incited her dream of
BCIT’s Marketing Program; excelled in media relations and public relations and
owning her own business. As a maverick entrepreneur, Mudford shows that the
has been fortunate to date in eliciting interest from Vancouver’s media elite to
cultivation of a healthy business mind can bring forth untold opportunity in any
position Le Petit Spa on a national platform.
market the entrepreneur is enticed by. Many people ask her if she is educated
as an esthetician to which she replies, “No, I am a business woman.”
E-Newsletters
Each month, over 5000 subscribers discover what is new and exciting at Le Petit
Mudfords “Vision”
Spa in the comfort of their homes or offices via the Le Petit Spa e-newsletter. A
In early 2002, Mudford was drawn to an event that would change her life forever.
fun read, the newsletter encompasses a monthly message from Mudford, new
In a conference regarding demographics and the spending trends of the 90’s baby
product and services descriptions, in spa promotions and health and beauty tips.
boomers, a man named David Foot opened his mouth and Nancy Mudford was
The Out in the City section describes where clients can find their favorite spa
listening. Accrediting the conference and Foots words as her inspiration to open
showcased within the city with links to the sites of event hosts. Subscribers are
her own spa, Mudfords business was up and running in 16 months and Mudford
also offered a chance to win a Le Petit Spa gift certificate by participating in a
has attended this conference annually ever since. Paradoxically, this conference
poll or online contest.
is hosted by the BCAMA and is aptly named The Vision Conference.
Blogging
Marketing Strategies
A great forum to answer the questions of clients and readers is in the blogging
Mudford is one to rise above challenges. Surviving a robbery on opening day and
forum. Blogs are posted weekly and touch on everything from the benefits of
making the most of her limited square footage afforded Mudford the tenacity to
steaming in a facial to what to use for unsightly wax bumps.
market her business as a formidable day spa in Vancouver’s growing spa community
as a one woman dynamo.
Having remained open and successful since 2003, Mudford is now approaching
the top of the hump for entrepreneurs, the three year mark, and the true test of
a successful business. She has arrived and has utilized many marketing strategies
all along the way.
E-Blasts
information, the happier they are and the more inclined they are to return for
Whenever something exciting launches in spa, you can be sure that Le Petit Spa
repeat visits.
clients know about it. Exclusive e-mail blasts are used as an integrated marketing
tool and are sent out to complement new campaigns, promotions or products.
Cross Promotion
Le Petit Spa markets a sexy product, an opportunity for clients to relax, be
“Spa Boutique”
pampered and beautified through holistic and natural approaches. Le Petit Spa
Always an innovator, Mudford embraces that e-commerce is the wave of the future
has cross promoted in past with Bayswater Tea Company, Patisserie Bordeaux, and
and Le Petit Spa needs to be sailing. Shopping has never been easier for
Daniel’s Le Chocolat Belge.
consumers who no longer have to leave the house to purchase the items they
covet. Le Petit Spa recognizes this market and has developed “Spa Boutique” an
Valentines Day 2006 gave way to a cross promotion with MOJO radio with gift
online store where clients can go to research and purchase their products from
cards being given out in contests daily and a grand prize gift basket being won
the comfort of their home. This service is also ideal for clients who are from out
by a lucky man for his wife as an ultimate Valentines Day gift. The cross promotion
of town or live outside of the city.
not only offered Le Petit Spa a platform to advertise their online gift card
purchasing option, but also positioned them within their male target market.
Signage
24hr newspaper also held a cross promotion with Le Petit Spa for Valentines Day,
Signage as a marketing tool is a science in itself, from determining placement
extending a gift basket to their readers who wrote in about why their loved one
for maximum exposure to monitoring the message retention of clients; signage
deserved to win.
is of the utmost importance. The easier Le Petit Spa’s clients get their
Plans For The Future
As Le Petit Spa continues to grow, so does Mudfords
focus on developing and growing her team. A huge
focus will be held on the development, implementation
and maintenance of the e-commerce program which
Mudford hopes to grow to become a driving force of
revenue for Le Petit Spa.
Future marketing efforts will include celebrity
engagements, growth of luxurious spa parties and the
implementation of new and innovative daily promotions.
Mustela Mondays will head the daily incentives this
spring as moms and babies (under 12 months) will be
invited to Le Petit Spa for an afternoon of pampering.
The prospect of new locations also tickle the horizon for
Le Petit Spa, and this will be looked much closer after
a complete utilization of the current Le Petit Spa is
accomplished.
Marketline • Spring 06 • 19
Unprepared for the Blogging Revolution
By Christine Mingie
Why executives should care about blogging, and what they can do about it
The Internet has spawned a world of people drunk on self-expression. For business executives (especially those over a certain age,
or who can’t type) the phenomenon is a little bewildering and a little scary. Blogging is everywhere, and whether or not you
know it, your employees (especially those under 40) may be up to their necks in it, possibly blogging about you or your company.
Company-sponsored blogs can be a clever marketing device to “spread the word” about a company’s products or its recruitment
needs. They are cheap to deploy and easy to use by employees at any level. Blogs get the highest search engine optimization
among sites like Google, so if you are blogging well, your company will quickly see the results in increased traffic to your blogs.
So you may be benefiting from blogging without even knowing it.
But there is also a blogging downside for companies. Blogging was listed for the first
time in IBM’s latest Global Business Security Index Report as one of the top security
threats to businesses in 2006 because of the increased risk of leakage of confidential
business data. There are already several lawsuits in the U.S., involving such claims,
including an action by Apple Computer Inc. for proprietary company information it
says was leaked on several blogs before the product was officially released.
What’s going on?
Blogging is merely one form of Internet-based self-expression that began with
websites and email and has now morphed into everything from:
• Millions of teenagers sending one another’s digital phones pictures of
themselves, to
• Blogs (journal-style diaries and commentaries, usually on one topic or family
of topics, accessible over the Internet), to
• Podcasts (one person Internet radio stations), to
• Vodcasts (one-person Internet TV broadcasts), to
• Phoblogs (blogs shared among amateur photographers), to
• FOAF (friend of a friend) online networks that crunch together blogs, discussion
groups and dating sites.
Finally, of course, to the search engines and RSS (really simple syndication) aggregators
that allow millions of users to find, track and search content from all the above. Other
than sending gigabytes of electronic noise off into space, what is the significance of
this explosion of self-expression to business managers and executives?
Businesses in Canada are unprepared for blogging’s impact. Most business
managers don’t realize that blogs can expose a company to significant legal and
business risk, beyond leaks of proprietary information.
There is legitimately rising concern about the legal risks associated with employee
posts to company-sponsored blogs, since, unlike other forms of employee
communication, blog posts are available around the world in a matter of seconds
through search engines and RSS feeds.
If you are a business owner or executive, you need to consider some of the key
legal risks associated with company-sponsored blogs and some precautions you
can take to minimize those risks.
The potential hazards:
Disclosure of business information: Business plans, marketing initiatives,
financial information or other confidential information of your company may be
posted by employees to a blog, possibly causing significant and irreparable damage.
Disclosure of personal information: Because company blogs are intended to be
casual, informative and insightful, employees may inadvertently post private
information about other employees or third parties. The company may be liable
for failing to protect the privacy of the information.
Infringement of intellectual property: Blog posts often include links to other
sites or blogs. Without realizing it, employees may infringe a trademark in a blog
post or may upload material protected by copyright, exposing the company to
liability for infringement.
Disclosure of public company information: Public companies face greater legal
risks than private companies because of securities disclosure rules. Employees may
make material misrepresentations on company blogs that could result in serious
sanctions against the company by securities regulators or attract civil liability.
Here are some things you can do.
Business blogging policy: If you haven’t already, you should prepare a written
blog policy that sets out what can and cannot be included on company-sponsored
blogs. The policy should make it clear that employees should refrain from posting
inappropriate information to a blog or make defamatory, harassing or other
derogatory comments about the company, its employees or others. For public
companies, the policy should include examples of the type of information that
should not be posted to a company blog. Employees should be required to review
and sign the policy.
Blog training: Your company should provide education and training sessions to
its employees on the blog policy.
Blog monitoring: Without attempting to become Big Brother, you should monitor
your company blogs regularly to ensure the content complies with the company
blog policy and also to ensure compliance with privacy laws and securities
regulations in the case of a public company. Companies need to find a balance
between protecting themselves and encouraging employees to continue blogging.
Blog disclaimers: Finally, you should ensure that company-sponsored blogs
written by employees contain appropriate disclaimers that limit the company’s
liability for statements made by the employee and other potential claims arising
from posts to the blog.
Defamatory statements: Employees may make defamatory statements
(intentionally or unintentionally) on a company blog about a third party, exposing
your company to liability.
Blogging isn’t likely to go away soon, nor, probably should it. Companies should
resolve to work with it to protect their interests and tap its power.
Disclosure of trade secrets: Employees who blog on company-sponsored blogs
may inadvertently disclose or share company trade secrets or disclose the secrets
of third parties in partnership with your company.
Christine Mingie is an Associate with the Vancouver law firm Lang Michener LLP.
Marketline • Spring 06 • 21
By Craig Redmond
Michelangelo. Ad guy.
It’s a little known fact but the truth is Michelangelo
was actually an Advertising Agency.
Yes, Michelangelo was an artistic genius but he had
a stable of painters, sculptors and artisans in his
creative department that helped him create great
works under his watchful eye.
He had a long list of wealthy clients like the Medici
family but his biggest and toughest account was the
Catholic Church. Our clients complain of the
economic pressures they face. But imagine how
ornery your client would be under the socio-political
weight a Pope would have faced in the early 1500’s?
It’s one thing to fear a budget cut but these guys
had the nagging anxiety of having their throat cut.
Anyway, I was reminded of the Michelangelo Agency
theory last summer while I had the good fortune of
visiting Rome. The trip was more National Lampoon’s
European Vacation than Roman Holiday but it was
Rome nonetheless.
I was going to see the most famous artistic creation
known to man – The Sistine Chapel. I had only ever
seen it in books and I was tingling with anticipation.
My reaction was embarrassing. I felt ashamed.
As I entered the Sistine Chapel, I scoured the ceiling
trying to find the Creation of Adam – the finger of
God touching the finger of Adam. When I finally
found it in amongst the hundreds of elaborate
panels, I said under my breath, “It’s so small? It’s
the creation of Adam. It should be huge.”
Suddenly, I was transported back in time to
Michelangelo’s agency. And there, I witnessed a
conversation between the client and Michelangelo.
It wasn’t the Pope, just a third-stringer Bishop. The
Pope was too busy thwarting another assassination
attempt.
“Mikey,” said the Bishop, “You don’t understand. God
and Adam. This is the cornerstone of creation. It’s
got to be big. Much, much bigger than the rest of
the stories.”
“I don’t know, your worship. It feels like the wrong
thing to do,” replied Michelangelo. “It’s not how I
envisioned things. I have to think about it.”
“No time Mikey. And remember who pays the bills,” argued
the Bishop. “Here, it’s easy. We do it now, together.”
And I watched in
horror as the client
and Michelangelo
attempted to ‘fix’
the Sistine Chapel.
Just as suddenly
I was whisked back to the present with the gentle
squeeze of my son’s hand and that desperate ‘I need
to pee’ look on his face. So as we attempted to travel
against the current of visitors like salmon swimming
upstream, I looked up once again at the ceiling and
tried to imagine God and Adam dominating the rest
of the painting, destroying the graphic balance of the
piece and butchering the communication. And then
I sighed in relief that Michelangelo stuck to his guns.
Michelangelo was an Advertising Agency with principle.
Michelangelo was a real ad guy.
Craig Redmond is the Creative Director of Grey Northwest
Marketline • Spring 06 • 23
PAST BCAMA EVENTS
Network, network, network—New and old colleagues
and friends get together at BCAMA events.
Chuck McBride, Executive Creative Director of
TBWA\Chiat\Day North America, engaged attendees at
our adidas Speakers Series event.
BCAMA events occur at a number of unique venues in
Vancouver, including the Edgewater Casino.
There are many benefits to joining the BCAMA. Stop
by our membership booth at any event and we’ll fill
you in – and sign you up!
Great form! This spring, the BCAMA held it’s first annual
golf tournament at Mayfair Lakes Golf & Country Club.
Teams played like (and unlike) pros. Who knew a
fundraiser could be this much fun?
Over dinner and great conversation, BCAMA members
connect, learn, and have fun all in one night. That’s
why our events continue being successful and generate great feedback from all that attend.
Our 2005 BCAMA Marketer of the Year celebrated in style.
Fin made a special appearance earlier this year as the
Vancouver Canucks shared their Marketing Strategy and
strengthened bonds with diehard fans.
Over 400 people enjoyed the 2005 Marketer of the Year
Awards Gala at the Westin Bayshore.
BCAMA Membership Cost Benefit
Analysis for Marketing ROI
Find out how you can improve your bottom line + get free stuff, all through joining
the BCAMA
Binoculars or
$20 Gift Card
The Marketer of the Year Gala featured a cocktail reception,
dinner and presentation from the winner, Vancity.
+
Access to:
• Career opportunity
• Professional Development
$30 Waived
=
Application Fee
Discounted
Membership
• Discount BCAMA Events
• Networking
For more information on the benefits of BCAMA membership,
go to www.bcama.com or phone 604-983-6262
Marketline • Spring 06 • 25
Of course you deserve appreciation.
Heck, you paid for it.
Thanks to all our generous friends who have supported BCAMA throughout the years.
The BCAMA Affinity Program
Bringing members and sponsors together!
The Program
Partnering with a number of sponsors and local organizations, the Affinity Program provides our BCAMA
members with extra value on their memberships in the form of discounts on products and/or services
from our participating partners.
The Affinity Program is an ever-evolving program with new partners and new offers added monthly. A
complete outline of the program and a list of current participating partners and their offers will be
updated online at www.bcama.com.
Use your BCAMA membership to its maximum potential by taking advantage of the unique offers
provided by our corporate partners.
How to redeem the Affinity offers
Members are encouraged to contact each participating partner to redeem the Affinity Program offers.
Marketline
M A G A Z I N E
Marketline is published by the BC
Chapter of the American Marketing
Association.
Marketline welcomes input from all
BCAMA members. If you have any
suggestions or contributions, contact
marketline Editor Barb Mitchell at:
[email protected]
or call 604-730-8659
To advertise or sponsor marketline,
contact Director of Sponsorship,
Peter Udzenija at:
[email protected]
or call 604-899-8800
Our partners include:
•
•
•
•
•
•
•
•
•
Arts Club Theatre
Clarke’s AV
Le Petit Spa
Hyatt Regency
Ipsos Reid
Kristi Sneddon Photography
Sandbox Signs
The Vancouver Sun
Mark Anthony Wine Store
For information on this program and the discounts you receive as a BCAMA Member, visit www.bcama.com
or contact the office at 604 983 6262.
To become a member of the BCAMA,
contact Director of Membership
Trish McCloy at:
[email protected]
or call 604-684-3975
To make reservations for a BCAMA
event or to obtain information
regarding upcoming events, call BCAMA
Office Administrator Lindsay Cross at:
604-983-6AMA or visit our
web site at bcama.com
Opinions expressed are not necessarily
endorsed by the BCAMA, its officers
or staff.
The BCAMA Office
PO Box 86300
North Vancouver, BC
V7L 4R8
Phone: 604-983-6AMA
Fax: 604-983-4263
Email: [email protected]
Copyright 2006 by the BC Chapter of the
American Marketing Association.
PRINTED IN CANADA
2005/2006 BCAMA Board
Marketline • Spring 06 • 27