February 25, 2009
Check out "Building Loyalty in Business Markets" from Harvard Business Review (www.hbr.org ). It is a 2005 article but I like this article because it reminds us that the key to engaging business target audiences is to have what I term "brand relevance", that is, each business or target cluster needs to see what's in it for themselves that will make a big difference in their lives or for their business.
Does this apply to consumer marketing? I think it provides good guidance at the very least because people are also "clustering" and what matters to each cluster can vary, so marketers need to have a sense of brand relevance for each customer cluster.
One thing I don't think changes is having an overarching Big Idea. I still think breakthrough, engaging brand advertising is the result of doing the up front strategic work required to understand each target audience and the competitive environment, and, as a result, create a brand brief that has the insights necessary to create a Big Idea that is engaging and relevant. It can then be tailored to each cluster.
Ideas still rule.
Brian Torsney
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February 20, 2009
PLAY developed a highly successful campaign last year for Dundas Valley Golf & Curling Club, a lovingly restored 80-year-old Stanley Thompson original. The campaign brought in over 150 new members. Due to annual attrition rates, the campaign has been updated and targets families, offering free initiation for spouse and kids play the par 3 course for free. The campaign strategically addresses the need for higher value in current economic headwinds by making the offer attractive to families who can enjoy a lifetime of golf every summer instead of spending money on expensive vacations each year.
The campaign is running in newspapers and direct marketing to neighbourhoods and by e-mail to select groups.
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February 20, 2009
Canada Life has partnered with Canadian Tire Financial Services to launch a new direct mail campaign developed by PLAY. The campaign is complimented by a DRTV campaign developed by Northern Lights.
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February 20, 2009
PLAY helped Colio Estate Winery’s launch a new line of VQA wines called Girls’ Night Out. It was the most successful VQA launch for LCBO in 2008 and "Girls Helping Girls" charity, which assists second-year female students in financial need is benefiting from its success.
For every bottle sold – 10,000 cases in LCBO stores since July of 2008 – 25 cents was donated to the charity which helps young women at George Brown, Niagara, St. Clair and Loyalist colleges, A cheque for $28,605.75 was presented to Colleges Ontario President Linda Franklin at a special Girls’ Night Out event held at Buff Nail Lounge In Toronto this week.
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February 18, 2009
Backroom ball-breakers, advertising spin and the demise of democracy
By Brian Torsney
When my parents came to Canada more than 50 years ago it was with their sights fixed on endless opportunity and their backs turned to economic hopelessness in Ireland and growing political turmoil in Northern Ireland. To new Canadians, the Liberal party appeared to be the most tolerant and inclusive, so it may not be surprising that my father, an Irish-Catholic architect who was apparently turned down at firms simply for being a “Mick,” embraced it almost religiously. Growing up, parties at our house were attended by judges and politicians, Cardinals and priests, and conversations bubbled over with debates on the major issues of the day. It was the glory time of Pearson and Trudeau, a time when liberalism meant Canada occupied a place on the world stage that was Western and neutral; where we wore blue helmets and got between enemies rather than joining one side or another.
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February 17, 2009
PLAY is now the Agency of record for Reid’s Heritage Homes, one of
Ontario’s largest builders and an industry leader in environmentally
responsible construction. Reid’s is one of the first builders in Canada
to build a LEED Platinum home. One of its communities includes
geothermal standard on every home. PLAY had rebranded all Reid’s
coastal communities along Lake Huron and Georgian Bay under a campaign
called “Live like you’re on vacation every day”. The campaign uses
radio, local and major daily newspapers, outdoor, events and soon a new
web site.
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