There’s been a lot of talk about the Jays prospects this year, and if the “throw back” design of the brand is any indication, they are on the right track. With the new design they have managed to capture the essence of the old with an updated and fresh look.

The bird has evidently completed P90X and is much more streamlined and aggressive looking. The stitching on the baseball now appears to have been drawn by someone who was actually looking at a baseball, while the stitching on the original logo appears to have been part of a grade school art project. (Imagine, back in the day, someone signed off on that!). Which brings us to the font. We can’t say enough about the genius of adding that little serif to the inline font. Perfect. Shifting to a darker second blue also gives the logo a bit more drama and weight.

The last thing we’ll add is this: We’re as patriotic as the next guy. But if someone doesn’t know Toronto is in Canada isn’t it time we just said, “tough”? The enormous maple leaf seems unnecessary to a confident, world class city in 2012. We know… Canada’s only team in MLB. Still. That maple leaf looks like it was placed there by a committee wielding a sledgehammer.

What do you think? – We’d like to read your comments on our Facebook page.

There’s been a lot of buzz in the air about Pinterest, a new social network. So, what is Pinterest? How does it work? And most importantly, can businesses impact growth through using Pinterest?

Pinterest is a social network that allows users to visually share, curate and discover new interests by posting (pinning) images to their own or others’ pinboards. One can browse through items that others have pinned and “like”, “repin” or “comment” on the content. Pinterest focuses on the users’ interests in order to connect like-minded people with similar preferences. It is meant to “connect everyone in the world through ‘things’ they find interesting.”

Does Pinterest matter for business?

Any business that relies on driving a high volume of traffic to their website in order to increase sales should consider joining Pinterest. Including the “Pin It” button on your site will ensure that every pin includes a link back to the source (your website).

Pinterest allows users to login in using their Facebook or Twitter accounts therefore encorporating these social network giants. In fact, Facebook recently announced that users can now automatically post new pins to their Facebook feed for others to see.

How should businesses use Pinterest? Because Pinterest has such a strong lifestyle vision, marketers should use the network to showcase the kind of lifestyle their brand promotes. If you are a clothing retailer you might pin great celebrity outfits or new designs from fashion houses for example.

How to build a Pinterest following?

A person can follow a specific board created by a Pinterest user or they can follower the user’s account. When following a board, you will be notified when a user pins a new piece on that specific board. When following a user, you will be notified when that user pins something new.

Here’s a quick list of things you can do to build your following:

• Create a following by promoting through other channels such as your blog, website, Facebook and Twitter.
• Engage with other’s pins, start following users you think would want to follow you back.
• Post interesting visual content.
• Create a user generated pinboard – allowing users to contribute their own pins to your pinboard will create engagement and loyalty.
• Host a contest – ask users to create a pinboard on their own account to demonstrate what they love about your brand or product.
• Add links in the description of your pins that lead back to your website to drive traffic.
• Use Hashtags – this will make your pins more searchable.

The best way to learn more is to get started, go to Pinterest now!

Unlike doctors, teachers and many other professionals, marketers are not required to continue their education after getting that degree and securing that agency job. But the truth is a desk with a sweet view or that framed diploma isn’t going to keep you apprised of the latest and greatest trends as they happen. It is our responsibility as marketers to continually seek out what’s trending in order to make sure we (and our clients) are part of the conversation.

Getting educated doesn’t have to be difficult, but it does involve investing some time. Trust us, it’s an investment with a guaranteed return. That being said, here are some of the ways we here at theadlibgroup make sure our creative eyes are always looking in the right direction:

Blogs

Blogs are an incredible way to experience the opinions and ideas of fellow marketers, consumers, thought leaders, and trendsetters, giving valuable insight into what’s trending now. Start by following blogs relevant to your industry. If you’re not sure where to start, check out this list of the top ranked marketing blogs from AdAge. You will also want to follow bloggers in your target market, since these people are (and are talking to) your potential customers.

It can seem a daunting task to read your favourite blogs on a daily basis, so we like to use a RSS feed: a tool that allows you to stay informed by retrieving the latest content from the sites you are interested in so you don’t have to visit each one every day.

Twitter

Twitter is where the most important conversations for marketers are happening – and you need to be a part of them. If you don’t have a Twitter account, get one. If you have one and aren’t actively using it, start today.

A good place to start is by following the brands you admire and the marketers you find the most thought provoking. Learning by their example is a great way to understand how to interact with your potential customers by observing what works, and what doesn’t. There are many ways to find these people on Twitter. The simplest way is to use the search feature in Twitter itself. If that doesn’t work, you can look for a link to their Twitter account via their website. There is also a “who to follow” feature that will be extremely handy once you’ve started following a few people and companies. Utilize this!

Much like with blogs, following hundreds of fellow “tweeps” can seem overwhelming and time consuming, but there’s a way to be more efficient. Start by creating lists of who you see as your most important contacts. Then reference and engage with those contacts regularly (we suggest daily) to make sure the conversation keeps going and you are never left out of the loop. In regards to keeping your own conversation going, use a tool like Hootsuite to pre-schedule posts. This way your account never goes inactive for a day, no matter how busy you get.

Head back to school

There are so many courses out there focused on social media, the newest trends, and the hottest technologies. Your local universities and colleges more than likely offer a variety of courses, including many one-day workshops. It may also be beneficial to attend any major industry conferences taking place in your city.

Don’t have the time or the money to attend a course or conference? Webinars are an excellent alternative, and so many of them are free to watch online! Not sure where to find them? HubSpot is a great resource that boasts tons of webinars on a variety of topics.

Network

Learning from industry peers can bring a world of knowledge to your doorstep. And you don’t even have to leave the office! LinkedIn has changed the way people connect professionally, providing a place for people to connect to others in their industry with the click of a mouse. We suggest joining relevant groups where you’ll gain access to a forum where you can pose questions, exchange insights, and contribute ideas.

Feeling like you may want to take your networking offline? Join marketing organizations, like the Canadian Marketing Association, or look for networking opportunities through your local Board of Trade.

These are just some of the ways you can ensure you stay on top of the current trends. After all, the world of marketing moves quickly and is ever evolving. We as marketers must learn to evolve with it, or risk being left behind with the likes of social media fails like ConnectU and The Hub. Never heard of them? Exactly.

The term “guerrilla marketing” refers to a highly unorthodox and unconventional advertising and promotional campaign. The success of your guerilla marketing program is proportionately dependent on the proper use of time and energy (with an equal dose of imagination and creativity) than it is on big funding. In short, guerrilla marketing is an unexpected way of reaching your potential consumers in an innovative, interactive and generally inexpensive way.

Often, the primary objective of guerrilla marketing is to create unique advertising ‘stunts’ that make people think and/or react when exposed to it. Ideally this in turn causes them to ‘share’ their experience with others, usually in the social media world, resulting in buzz around your product that can possibly turn viral.

Other examples of guerrilla marketing campaigns may involve street teams offering free product to passersby, or public relation stunts intended to garner serious media coverage despite limited resources.

Today’s guerilla marketing techniques are much more generalized and encompass a number of different unorthodox methods. Let’s examine some of these examples:

Viral marketing – This is the method of promoting or advertising a product that relies on convincing would-be customers to market the product by spreading word of it within their various social networks.

Presence marketing – Also known as “product placement”, this technique involves selling without selling. It capitalizes on the notoriety of a well-known and easily recognizable brand by using it as a marketing tool. For example, you may pay to get Tom Cruise to drive a Cadillac during a chase sequence, or get Conan O’Brien to drink Starbucks on his show.

Buzz marketing – Buzz marketing is an innovative spinoff of viral marketing that aims at making each and every encounter that consumers have with the viral content appear to be a unique, instantaneous and very personal exchange of information, rather than a glorified sales pitch.

But does guerilla marketing work?

Devilishly Good! is not only St. Louis Bar and Grill’s tagline…it also defines who they are as an organization. So when it came to creating a promotional campaign for the brand, no simple, run of the mill coupon campaign would cut it. So we took couponing to a whole new level by taking to the streets with 100,000 nickels branded with only a URL. Randomly distributed at local arenas, bus stops, malls and even libraries, the branded nickels led customers to a web site where they could download a coupon for 5-cent wings.

The results? This unique program achieved 39 articles to support St. Louis’ 24 locations, coverage on 6 local TV stations, a double page spread in the Canadian Numismatic News (who knew?) and best of all…an 11.8% download redemption rate.

So do we think guerilla marketing works? We’ll bet you a 100,000 nickels it does.

It’s May in Toronto, yet I have a sun burn on the left side of my face.

We (my wife and I) are at the Air Canada Centre and we are heading into the ninth or tenth song in the lovely Adele’s live show. They moved it from The Koolhaus due to popular demand and thousands of us are caught up in her artistry.

Well, “caught up” might be a stretch.

Some are, but based on the vast sea of hand held’s in front of me (yes, we’re in crappy seats, so I get to see all the little lit up screens between me and Adele v.23) her heartfelt angst feels more like a background thing than a performance. Granted, some are capturing the show to watch later – why enjoy the moment?– but an equal number seem to be simply texting about it without any consideration of the people around them. Which brings me back to my sunburned half face.

The women jostling for the arm rest next to me has not seen a moment of the wonderful show being performed over yonder. She has spent the entire time either texting about it, or having flash photos taken of her by her friend. Flash! There’s another one. The heat. The blinding light. The burning. The humanity. I’m in all of the pictures, and it’s my bad side, made worse, as I said, by the sun burn her constant flash is causing.

This lack of social skills, this void in the consideration-of-others barometer, this lack of manners is not an age thing either. The guy in front of us has got to be 50 (even if his hair is only 18 months old) and he’s been recording every single song on an iphone. Think of his decision making process. First, spend too much for really bad seats (we are so far back we assume it is Adele, but I have a growing suspicion that it’s Carnie Wilson). Then watch the show through his iPhone, for playback later with sound quality that is, what’s the word, oh yes, shit. All the while either being oblivious to the distraction of his little glowing screen, or more likely, not caring about it.

My wife offers up some Coppertone 15. It’s too late, but I eagerly slather it on my left cheek and forehead in the hopes of a small amount of relief, and we settle in for one of the highlights of the night. To Make You feel My Love is a beautiful cover of an old Bob Dylan tune. If you’re a romantic sap like me, you’ll love it. Adele begins her interpretation. She sings the first phrases. It’s magical.

She reaches what in musical terms is called a “rest”. A “rest” in visual terms could be equated to the white space in a piece of graphic design. In architecture, it might be a large blank expanse of wall working in visual tandem with an ornate structural detail, designed to create a pleasing balance for the viewer.

It is a pause.

It is a moment to reflect on what has just occurred in the song; a delicious anticipation of what is to come.

But then something even better than a boring “rest” occurs. As Adele collects herself, the Special Few erupt in “whoooooo!”. It really adds to the moment. The composer and the artist must have been crazy to ruin the song with a pause there. Luckily it is filled with shrill screaming to make the performance way better. If you are one of the people who do this at shows, I say thank you for the improvements you bring to the table. We paid to hear Adele, and we also got to hear you! Quite a bonus.

It comes down to manners, and I believe they got lost somewhere in the entanglement of ethics surrounding Napster (God rest her soul). Suddenly the art became free and the artist became trivialized. The sense of entitlement grew, and concern for others became a nuisance. And that’s the crux of it really. Entitlement always translates into treading on another person’s space, whether it’s physical, verbal or a combination of the two. I respect the intentions of the recent campaign people for good, but the fact that we need to advertise the idea of holding a door, is a sad commentary on where we are.

People love to put labels on the generations. The X Generation. The Y Generation. Somehow, it feels like we are all part of the FU Generation.
Anyways. I gotta go. My face is peeling.

When one hears the word “shopping”, “women” is the word that typically comes to mind next. In fact, women have been associated with shopping since the day the concept was born, but it wasn’t until fairly recently that advertisers began to think of women as buyers.

Today’s woman is no longer the “little wife” of yesterday. In the past, advertisers spoke to women not as individuals with personal needs, wants and identities, but instead spoke to them in the context of their “proper” roles in society: wife and mother.

Consider this ad from 1955 for PEP vitamins:

The message here is clear: if you want to be attractive to your husband, take vitamins and clean your house.

Done rolling your eyes? Ok, let’s move on to another example:

Something tells me that there’s not enough Ivory soap in the world to calm most women down after seeing this ad.

Notice how the word “woman” isn’t used in either of these ads? It’s “wife” or “mother”. Also notice how both ads are selling a product in a way that doesn’t address the needs of the woman, but instead the needs of her husband or family?

Well a lot has changed since “the good old days” (thank God). In 2009, women made up an average of 50.6 percent of Canada’s 14 million waged or salaried workers. That’s an average of 160,000 more women than men, and that’s a lot of buying power!

Today marketers must speak to women as individuals, while also understanding that doesn’t necessarily mean simply making a separate softer, more accessible brand for women (or just a pink version of their men’s product). Today’s women are more complex, requiring marketers to put some serious thought into how to speak to them as consumers.

When speaking to women in marketing, here’s a few things to keep in mind:

Understand Your Audience
You know that whole “men are from Mars, women are from Venus” concept? Well, as cliché as it may sound, there are fundamental differences between men and women that make it necessary for marketers to speak to each audience differently. Where men tend to be more single-minded and focused in their thinking, women’s thinking is more multi-minded and integrated. This causes most women to be “multi-taskers” who view themselves in the context of their many hats – woman, professional, wife, mother, friend, etc. – so marketers must see women in this context as well to successfully engage them.

Now, Understand Your Audience In Your Market
Many companies make the mistake of creating one campaign focused on all women instead of doing the research required to understand the women in their market. Nike is good example of a company that successfully identified what females in their market wanted, and then delivered it. Nike began its new women’s movement by spending time listening to women and learning how they balance their lives, what they like to wear, where and how they shop, and what moves them. Now the brand has not only developed a site dedicated specifically to women, but an entire community where women can connect, share and talk about the sport they love. By reaching out to female athletes and fitness enthusiasts with a finely tuned message, Nike has managed to create a following of loyal brand ambassadors.

It’s All In The Details
Women in general are much more perceptive than men, picking up on things that men do not. Men tend to strip away “extraneous detail”, getting down to the main points. For women, all those details are necessary in fully understanding a situation, and the same is true when it comes to making a decision to buy something. But an important thing to note is the kinds of details you offer. Women don’t care about fancy features and technological jargon. Instead, marketers need to show women the value of a product. Take a car for example: a woman buying a car doesn’t particularly care about “torque” and “double wishbone suspension”. Women relate to words like “safe” and “dependable” because they mean something to them. Understand this and marketers are one step closer to successfully speaking to women.

Standards Matter
One main thing women look for when purchasing a product or service is quality, and they are willing to pay for it. Take Whole Foods for example: their prices are higher than other grocery stores, yet women flock to their doors. Why? Because they’ve successfully created a lifestyle brand that delivers on its promise of high quality food in a pleasant atmosphere filled with courteous and knowledgeable sales people while turning a mundane act like grocery shopping into a luxury experience. Offer a woman a consistently high-quality product or service and you’ve likely got a loyal customer for life.

Commitment Is Everything
One thing, and perhaps the most important thing, a marketer must realize in order to successfully speak to women is this: women want all the same things as men – and then some. That may make women more demanding as customers, but giving female customers what they want, they way they want it is the key to not only gaining their business, but to keep them coming back. And this takes commitment. A great example of this is Wyndham Hotels, who launched their “Women On Their Way” initiative in 1995. Wanting to capitalize on the growing number of female business travelers, they set out to tailor their services to better suit these women’s needs. They offered healthier menu options, put magnifying mirrors in their bathrooms, and gave courtesy calls announcing room service. The hotel chain saw their number of female business travelers rise from 19% when the program started to 35% today, with female executives making up 50% of their customer base. Wyndham’s commitment to giving women what they want certainly paid off in the end, wouldn’t you say?

And there you have it: some key insights into effectively marketing to women and tapping into their serious buying power. After all, if women are from Venus, there is definitely a mall there.

A few weeks ago, as I was sitting on my sofa on one of those rainy Saturday afternoons, I decided to turn on the TV in search of entertainment. Within a few minutes I found myself watching Wayne’s World, the comedy starring fellow Canadian Mike Myers, and as I watched the film the following exchange stood out:

Benjamin: Wayne! Listen, we need to have a talk about Vanderhoff. The fact is he’s the sponsor and you signed a contract guaranteeing him certain concessions, one of them being a spot on the show.
Wayne: [holding a Pizza Hut box] Well that’s where I see things just a little differently. Contract or no, I will not bow to any sponsor.
Benjamin: I’m sorry you feel that way, but basically it’s the nature of the beast.
Wayne: [holding a bag of Doritos] Maybe I’m wrong on this one, but for me, the beast doesn’t include selling out. Garth, you know what I’m talking about, right?
Garth: [wearing Reebok wardrobe] It’s like people only do these things because they can get paid. And that’s just really sad.
Wayne: I can’t talk about it anymore; it’s giving me a headache.
Garth: Here, take two of these! [Drops two Nuprin pills into Wayne's hand]
Wayne: Ah, Nuprin. Little. Yellow. Different.
Benjamin: Look, you can stay here in the big leagues and play by the rules, or you can go back to the farm club in Aurora. It’s your choice.
Wayne: [holding a can of Pepsi] Yes, and it’s the choice of a new generation.

This exchange got me thinking: product placement in film is nothing new, and certainly not uncommon. But which ones are considered the most memorable?

5. Nintendo in The Wizard (1989)

This campy ‘80s movie received a ton of negative reviews from critics, who considered it nothing more than a 90 minute commercial for Nintendo. However, its intended younger target audience would probably disagree with their assessments.

The film caused an absolute frenzy among young boys aged 6-13 (I know since I was one of them) and introduced us to what would become one of the most popular and best-selling video games of all time: Super Mario Bros 3. It also introduced us to the Power Glove, Nintendo’s first peripheral interface controller that recreated human hand movements on a television or computer screen in real time. In the end, Nintendo saw a huge increase in sales and kids everywhere had a blast.

4. Reese’s Pieces in E.T.: The Extra-Terrestrial (1982)

In this Steven Spielberg blockbuster, a young boy named Elliot uses a trail of Reese’s Pieces to lure an adorable alien to his house. The rest, as they say, is history.

A little known fact is that Spielberg originally wanted to use the much more popular M&Ms in E.T., but when the Mars company was approached with the idea, they declined. The filmmaker then turned to Hershey, who agreed to the “role”, and as a result saw their product appear in one of the highest grossing films of all time. They benefitted tremendously, seeing a 65% rise in profits according to an article released by People magazine in 1983.

3. Smith & Wesson Remington .44 Magnum in Dirty Harry (1971)

“I know what you’re thinking. Did he fire six shots or only five? Well, to tell you the truth, in all this excitement I kind of lost track myself. But being as this is a .44 Magnum, the most powerful handgun in the world, and would blow your head clean off, you’ve got to ask yourself one question: Do I feel lucky? Well, do ya, punk?”

Not much else needs to be said. This is one of the most iconic lines from one of the most iconic characters, played by Clint Eastwood, one of the most iconic figures in the history of American cinema. While the use of this particular gun was not intentional product placement, the film did spark a huge increase in sales for the weapon…and it continues to be popular forty years later.

As a side note, the .44 Magnum was ranked second in a 2008 20th Century Fox poll of the most popular film weapons, after only the light saber of Star Wars fame.

2. Ray-Ban Wayfarer in Risky Business (1983)

This early ‘80s film not only launched Tom Cruise’s career, but also helped save Ray-Ban’s Wayfarer sunglasses from possible extinction.

The placement helped popularize the sunglasses among many major celebrities of the 1980s and literally brought the model back from the dead. In 1983, 360,000 units of the sunglasses were sold compared to a meager 18,000 units in 1981, a mind-boggling increase of just under 2000%.

1. Wilson in Cast Away (2000)

Wilson, the volleyball, was not just product placement: the ball was cast in a supporting role! Wilson served as Chuck Noland’s friend and only companion during the four years he spent alone on a deserted island. Some may even argue that the volleyball put up a more credible performance than some of the other film’s stars.

In 2000, Wilson Sporting Goods quickly launched a marketing campaign that focused on this the fact. They even went so far as to manufacture limited edition volleyballs during the film’s theatrical release with a parody of Hank’s hand printed face.

Due to the popularity and demand of the volleyball, Wilson continues to offer it on their website, a decade after the film’s initial release.

Next time you’re at the theatre, enjoying your popcorn and candy, you’ll notice the star drinking Pepsi or driving a Cadillac, and realize it’s no accident. And maybe, just maybe, you’ll be witnessing the next most memorable product placement in film history.

In my last blog post, I shared a rather embarrassing story involving a runaway shoulder pad in a male-dominated business meeting. The lesson there was that over the course of our professional journeys, we will sometimes be required to dig deep, think fast, and find the opportunity (and often the humour) in a seemingly bad situation. Trust me, I should know. I’ve experienced many of these moments!

In keeping with the theme of “professional lessons”, I thought I’d share another story with you.

A few years back, we were asked to create a program for Delta hotels designed to increase sales during March Break. What we introduced was a breakthrough program with really cool kid activities that included Mad Science, Reptillia, scuba instruction in the pool and, last but not least, our celebrity guest Alice the Camel: mascot from the Toronto Zoo. Sound ambitious? Believe me, it was.

The media response our launch was overwhelming – 100+ editors and their kids showed up. And to kick off the event, we had planned a “red carpet” appearance for our “star” in the lobby of the hotel. 

When the big moment finally arrived, as the media gathered and the cameras were flashing, Alice proceeded to take a giant dump in the hotel lobby. What a great photo op!

After getting past the initial shock of just how much a camel can expel, everyone was scrambling to clean up the mess. Somehow the adlib team showed off our magic skills, turning the camel dung incident into a disappearing act (which really meant frantically shoveling what felt like 50lbs of camel poop into the biggest garbage can we could find).

After much laughter and a few jokes, the event continued on with great success, garnering over 40 media pickups, six live feeds during March Break and a sold out property. In fact, the program was so successful it was adopted by all kid friendly Delta hotels in Canada and profiled as the most innovative March Break hotel program. 

So what’s the lesson here? Sometimes you have to be prepared to deal with some s*#t in order to be noticed!

Put on your consumer hat for a second. How do you feel when you’re on the receiving end of mediocrity? Would you be rushing back for more? Would you refer it to your colleagues, your friends or your family?

There’s an argument that says that mediocre products and services are better than poor ones – but that doesn’t sound like an overly convincing case when it comes to the consumer in me. Mediocrity is simply mediocre! It’s absolutely forgettable. It’s remarkably unremarkable!

Now…take a look at your business. Take a look at your department. Take a look at your sales and marketing. Take a look at yourself. Is mediocrity what’s on the menu chez vous?

Want to know the future of business? We believe it’s a very big, very bright, very bold sign that reads “there’s no room for mediocrity around here”.

Wait…what’s that I hear? “Delivering the remarkable costs a lot of money!”

“Poppycock” I say!

Listen – you’re going to buy advertising – aren’t you? It’s not going to cost a cent more for your media space if you run a remarkable ad…right?!

And, predictably you’re going to occupy a position in social media; send out direct marketing campaigns; have meetings with your clients; host special events; and do trade shows too. For these efforts as well, it’s not going to cost a cent more for you to create the space to be remarkable…right?!

At the Peninsula Beverly Hills Hotel there is no room for mediocrity. Sure, sure – you must be thinking – “with the Peninsula chain’s resources – it must be easy to be innovative”. Let me give you a quick example of how the hotel is creating rooms with remarkable service – built around unconventional ideas.

Cornell University’s renowned School of Hotel Administration dubbed the Peninsula Beverley Hills Hotel (PBH) the Overall Best Practice Champion for an innovation that they say didn’t cost them a dime!

We’ve all suffered through the conventional approach to checking into a hotel after spending 10 or 12 or more hours on an overseas flight. You land in your destination at 8:00 am – desperate for a shower and some space to get horizontal. Ooops…sorry…check in isn’t until 1:00 pm. Not at the PBH. International travelers are given their room the moment they arrive – whatever time of day.

But – surely it must have been a nightmare to implement…

My friends, there are hassles with everything. To me, the question is, “can you build systems and change ways to eliminate the hassles and delight your clients?” For the PBH some of the room attendants had to come in earlier in the morning…and leave earlier too. They also had to switch to hand held vacuums – and not bring out the 747 driven models until after 10:00 am. Other than that – PBH implemented the innovation and told the story in the same media space…in the same trade show space…in the same amount of social media space…

Work with your team – work with your agency – and deliver the remarkable. Remarkable is memorable. Remarkable is a sixth sense. You can’t quite describe it…but you know it when you experience it. Remarkable is also a culture. You can’t teach it. But – you can lead it by providing fertile ground so that remarkable can grow…for your clients, for your teams and for your industry.

Step out of doing the same old things, the same old ways. Step into the remarkable.

Today’s tip focuses on Twitter hash tags: those words or phrases you may have seen preceded by a pound or number symbol after a friend or followers tweet.

The purpose of a hash tag is to help people search for tweets that have a common topic. But even though they are extremely helpful for ‘indexing’ and searchability, when used incorrectly they can compromise the effectiveness of your message.

For example, have you ever received a reply that had a hash tag placed dead centre in the conversation? Did this confuse you? We’re willing to bet the answer is “yes.”

To understand this we must first consider for a moment what a conversation is. A conversation is a fluid exchange of words between two people. The keyword to note in that definition is “fluid”. A conversation taking place on a social media site should have the same flow as one taking place face-to-face.

Take a look at this example:

As you can see from the above example, the incorrect use of hash tags makes this response not only confusing, but also very robotic, lacking the natural flow of a face-to-face conversation. You feel more like you’re speaking to a computer than a real life person.

We suggest avoiding the use of hash tags in replies all together and instead save them for your status updates.

If you absolutely must use them in your twitter conversations, group your hash tags at the end of your reply. This way they don’t interfere with your conversation.

For example:

Jane could then create a secondary follow-up tweet saying “What are you doing this weekend, John?” This keeps the conversation fluid and clear.

And there you have it! Follow this advice and you’ll be a hash tagging (conversational) pro in no time.

Happy tweeting!

We all have a list of websites and blogs we read daily while sipping our morning cup of Java. Some may be informative; some may be funny; and some may be total time wasters. Whatever the reasons behind our visits are, they share one thing in common: we can’t seem to get through a day without them!

Because of this fact, we felt it fitting to share some of our online obsessions with you. Here is a list of our top five “must visit everyday” websites that we believe will keep you coming back for more:

TedTalks.com

This nonprofit certainly stands by its motto “Ideas Worth Spreading”. With its early beginnings as an annual conference bringing people together to discuss Technology, Entertainment and Design, TED has morphed into an online mecca for some of the best talks and performances available in the world – for free. Our philosophy at theadlibgroup lines up perfectly with TED’s belief in the power of ideas to accelerate change. So much so, that we actually created a separate company – LIGHT, The Power of Ideas. One of our favourites in the TED video vault is and oldie-but-a-goodie by Seth Godin, Marketing Guru.

Quirky.com

We are all inventors at heart, having at one point in our lives thought up an idea that we deemed brilliant at the time And maybe still do! As usually happens, the idea was never followed through on because fear of what others would say held us back, or because we didn’t have the time or money to build a prototype and secure patents. Now how would we feel if a few years later we walked by a billboard or saw a commercial for the exact invention we had dreamed up years earlier?  Not great, we imagine.

That’s why we love Quirky.com, a site that helps makes invention accessible. Quirky.com brings new consumer products to fruition each week. You, average Joe with a good idea, submit your idea and the community on quirky.com evaluates and votes on your product. If you win the vote, your product moves into design mode. Once branded and developed, it goes to market. And voila – your great idea sees the light of day!

Not an inventor? You can also purchase newly invented products and review new product ideas on the site. Can we say brilliant?!?

Trendhunter.com

No, it’s not just a clever name. This site hunts the latest crazes so that all the “trend hunters” out there can stay up to date on the most popular micro-trends around the world.  Get your daily dose of fashion, technology, art & design, social media and business from this educational and extremely entertaining site. Even acting as a reliable resource for news reporters including CNN and MTV, Trend Hunter offers everything from the innovative to the off the wall. And with their Head Office based in Toronto, this company is near and dear to our hearts.

Spotted a trend yourself? Viewers from around the world can submit entries in the hopes of being featured on trendhunter.com. With over 35,000 000 monthly views you just might go from zero to hero, (finger snap) like that!

DoNothingFor2Minutes.com

This is probably the most important site to visit everyday. Try to visit it at the exact moment before you pull all your hair out and have to start breathing into a paper bag. You know, the moment right when you begin to feel like the whole world is against you and it is virtually impossible for one human being to handle all the responsibilities being thrown at you. When you can’t type another email or make another phone call. When your vision becomes blurry and your thinking impaired. When all you want to do is run home and burry yourself deep into your couch and never come out. Trust us – visit this site. In fact – bookmark it!

StereoMood.com

Behind every song is an emotion. This is the theory behind Stereo Mood, an emotional radio that groups songs together by mood and feelings. Whether you are running at the gym listening to the energetic playlist or you are falling asleep to the dreamy playlist, you will find thousands of songs from around the world that suit that particular mood.

Members are invited to upload their mood music to various categories. Downloads of all songs are available for purchase through the site. Stereo Mood also has a mobile app for those long subway rides or days at the beach. It’s a great way for music to be part of your life everywhere you go and every way you feel.

So that’s them, our top 5 “must visit everyday” websites. Happy browsing!

Imagine this: you walk into a bank and sign a contract for a loan without even skimming the 16 pages of legal terms underneath. Now imagine that in that contract you’ve just given the bank the right to use your identity and likeness however they wish and never have to ask for permission or give you any royalties. Sounds crazy, right? Well this may not happen at the bank, it’s actually happening every day on social media sites.

How often do you really read through the laundry list of Terms of Service (TOS) from any website instead of simply clicking the “I Agree” checkbox without even glancing over the legal terms? If you usually do the latter, you’re not alone. Almost everyone does the same thing, unaware of what they’re actually agreeing to when they click OK.

As the online industry continues to grow, we continue to sign up for one social network after the other and forget that we’re trusting our sensitive information to corporations, not realizing the legal terms we have just agreed to. And even if you did “skim” through the fine print, many TOS nowadays include a clause that allows the owner to change its TOS without notice, meaning that the terms you agreed to can change and no one is obligated to tell you.

In order to help educate the thousands (dare we say millions?) of social media site users that click that “I agree” box without reading the fine print, we’ve put together a list of ten risky default settings on major social media sites that you should consider revisiting before your next status update.

1. LinkedIn

By default, LinkedIn can use your name and photo in its advertising campaigns without notifying you or asking for your permission. If you don’t care to see your shining face endorsing linkedin.com, uncheck this box. It’s not hard to find, simply login and navigate to Username > Settings > Account > Manage Social Advertising.

2. Facebook

Infamous for its questionable privacy policies, Facebook.com has one setting in particular that allows them to use you in advertisements targeted towards your friends. Although they have not started doing this yet, they might in the future so better to protect yourself now. Manage this setting by clicking Account > Account Settings > Facebook Ads.

3. Facebook (Again)

We warned about their privacy policies, and since you’re already there, here are two more things you might want to fix:

a) Check out your active Facebook sessions and close any that seem risky. This might prevent those spam status updates from your friends. To do this click Account > Account Settings > Security > Active Sessions. Click “End Activity”.

b) If you’ve been using Facebook for years, you’ll notice that the list of apps that you’ve authorized to interact with your account may be really long. Removing apps one a time would be time consuming. Instead, click here for a quick view to see them all at a glance.

4. Twitter

Twitter’s popularity makes it a common choice for linking with external websites. Everything from Twitter’s own applications to sites like Twitpic, Disqus and blogs like TNW do it! Luckily, we haven’t heard of much abuse involving Twitter’s API, and managing which applications have access to your account is easy. Go here to tidy up a few loose ends by severing the connections you don’t even remember making.

5. Google

Like Twitter, it’s easy to connect your Google account to third parties. Go to your account settings to see which websites have access. Your list probably includes harmless things like Stack Overflow and analytics plugins, but you might as well be extra safe.

6. Hulu

By default, Hulu shares your recent movies and queue with outside parties. And by connecting with Facebook, you can get extra social with your movie/TV watching. This is great for some, but potentially embarrassing for others. We may not mind letting our co-workers know we’ve stayed up all night watching every episode of Dilbert, so we’ll leave that box checked. That same theory might not ring true to how many times we’ve listened to “Stereo Love” on Spotify. To change these setting, click Username > Account > Privacy and Settings > Sharing what you do on Hulu.

7. Google+

Google+ has done a decent job balancing the public and private aspects of a social network. By entering the social media game late, it’s learned from a lot of Facebook’s mistakes. One enticing feature is its limited posts, which allows you to customize what each of your Circles can see. Now all we need is an extension that excludes circles based on the use of curse words and drug references. Take a look at Google+’s privacy settings by clicking here and understand the benefits and risks of limited posts.

8. Yahoo

Yahoo, like Facebook, keeps track of your recent locations. Review them and make sure there isn’t any suspicious activity on your account by visiting their location management page. It’s kind of creepy to see a list of all the places you’ve been, so maybe clear the list anyway.

9. Gmail

Gmail also tracks your recent activity and can be set to alert you of any abnormalities, including if your account is simultaneously open at another location. Take a look by logging in and scrolling to the bottom of mail.google.com. On the right, click “details” under “Last account activity: # minutes ago.” Google officially explains how you can use this feature here.

10. Flickr

Your photos can say a lot about you. If you’re creating work that you want to protect, you’ll need to make sure you limit access to your original images. Otherwise, you might end up seeing your work floating around Tumblr, unattributed. Watermarks can help you play it safe. It’s also important to remember that many cameras now store your GPS location for each photo taken. Power-users are extra vulnerable, because your data could eventually reveal your daily routine or home address! However Flickr makes it easy to avoid these issues. Go here to manage your privacy and property.

This is just scratching the surface of risky default settings, but hopefully we’ve helped make you aware of some of the risks involved in participating on social media sites. And if you’re aware of others, let us know on Twitter. Safe browsing!

Main Photo Credit: Tom K! / Shutterstock.com

As French writer Antoine de Saint-Exuper once said: “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.” This theory couldn’t ring more true than in minimalist design.

Minimalism in a design sense is when a concept is stripped down to only its necessary elements, therefore embracing a “less is more” mentality. In order to properly execute minimalism, a focal point needs to be established and the ability to present a clear and simple message to the audience is the primary function of the aesthetic. Negative space is used to empower the elements that it surrounds. The greater the empty space, the more focus an object within it gains. Negative space also serves to add structure to the elements and create balance. Graphics are used sparingly and strategically and are always relevant to the desired message.

Effective minimalism incorporates these basic design principles:
• Typography – clean and simple fonts with a high level of readability.
• A distinct grid – a readable and pleasing arrangement of content.
• Contrast – increased contrast can allow for a desired visual emphasis.

Since the minimalist concept is very broad, having a footprint in various forms of design, let’s take a look at how it’s been implemented in three advertising industry standards: traditional print, package and web design.

Print

We start off with this very simple execution in an ad for Lego. This ad has four basic elements in it: the blue background, the product, the shadow of an airplane and the company logo. The blue background instantly catches your attention and draws you into the page. Next, the contrasting red Lego pieces and their positioning, along with the use of space around the airplane shadow, allow you to understand the ad’s message. Lastly, the positioning and contrast of the logo tells you what the ad is for. Short, simple and effective.

Now can you imagine the ad with a border or a chunk of body copy? In this case we feel that any added elements would clutter the ad, taking away from the effective simplicity of it. Sometimes it is best to simply let the visual speak for itself.

That said, in our opinion this ad might have even been more impactful without the logo. There’s an argument going on around the office that says that the universal recognition of the Lego block is enough. Possibly true!

Packaging

Apple has built their entire brand around the concept of minimalism. All of their packaging has 3 basic elements: the product shot, the product name, and the Apple logo. The surrounding negative space keeps it simple, effective and more importantly, features the product as the hero.

Web

Simplehuman products are designed for efficient living, so it only makes sense that their website reflect the same simplicity as their products. A very basic design that consists of a lot of white space, a basic page grid and a few punches of colour allows them to add emphasis on certain elements on the page. There are no graphics or watermarks on the pages. There’s no gradient background or overly designed buttons to be found. It’s the clean, streamlined look and visual balance of the site that make it appealing and easy to navigate while truly embodying the company brand.

Calculated Absence

Like any form of art, minimalism does have its share of limitations. If done improperly, it can come across as lazy, amateur or unfinished. After all, there is a limit to what can be omitted from certain pieces. What you’re designing still has to be able to perform its intended purpose. For example, it doesn’t make sense to exclude contact info on a business card or the date and time on an invitation.

It’s also important to note that there are times when the use of minimalism may not be the best choice. Could you imagine a government site or a flyer for a mechanic incorporating a minimalist concept in its design? Probably not.

So there you have it: a basic understanding of minimalism and its place in the design world. Keeping with the concept we’d like to end it here by simply sharing some samples of effective minimalist designs that we’ve gathered for you. Enjoy!

From People magazine to Perez Hilton to reality television, the truth is obvious: we live in a celebrity obsessed culture. This is probably why many advertisers believe that the tried-and-true way to peddle almost any product is to slap a well-known actor or sports icon in front of it and watch their sales margins soar.

In today’s advertising world celebrities are everywhere. They’re selling us water, telling us how to get a smooth shave and convincing us which jeans will make our backsides look the sexiest. And some advertisers don’t stop at simply incorporating celebrities into their campaigns but are actually designing their entire campaigns around them!

But despite our cultural obsession with celebrities, does a celebrity endorsement really equate to a more successful campaign, or are advertisers wasting valuable marketing dollars that would be better spent on developing engaging creative?

A recent study by Ace Metrix set out to discover just this. The result? Resounding evidence that celebrity ads do not perform any better than non-celebrity ads. Surprised? Well then you’d better hold onto your hat: not only did celebrity ads not outperform non-celebrity ads, in some cases they performed much worse!

So why is it that popular wisdom declares that celebrity endorsements are a powerful way to effectively market a brand while concrete data seems to assert the opposite?

Here are a few reasons we believe account for this anomaly:

First, many marketers overestimate how much consumers relate to these high-profile figures, or even how influential they are. Celebrities are often polarizing even among the same target demographic. For example, one young woman may think Lady Gaga is the epitome of style, while another may find her to be over the top or even offensive.

Another contributing factor is some advertisers forget that no matter how popular the celebrity is he or she still needs to have some kind of connection to the product or service they are promoting. Consumers are less receptive or can even have a negative reaction to an ad when they can’t see a connection between the spokesperson and the product.

It is also dangerous for a company to make such a large investment (some estimates put the amount spent worldwide on celebrity endorsements at $50 billion) in a fallible human being, no matter how famous they may be. Tiger Woods is the perfect example of how risky it can be for a company to tie their brand to an individual. Companies like American Express, Buick and Gillette had invested millions of dollars to have Woods promote their products, only to have to spend even more on PR and other damage control measures in order to distance themselves once his reputation and likability were destroyed by scandal.

Lastly, and perhaps most importantly, when celebrities become involved advertisers tend to forget the importance of doing what all advertisers should strive to do: be creative. Good creative will beat celebrity endorsed ads every time because they are often more informative, relevant and of course, entertaining! The most-viewed ad campaign of all time features the previously unknown Tom Dickson, CEO of Blendtec, blending pretty much anything in his company’s blenders in over 120 separate spots that garnered 134.2 million views! In fact only 2 of the 10 most watched ads of 2010 featured celebrities, furthering the premise that viewers are more captivated by imaginative and creative content vs celebrities they already know.

So what’s the moral of the story here? Advertisers need to remember that although celebrities may contribute to the success of the ad, they will not guarantee it (apart from maybe Oprah who seems to turn almost anything into pure gold). Instead it is better to put on those thinking caps, fire up the imagination and create an ad that is relevant, enlightening and truly engages the masses.

Savvymoms, Mommy Bloggers, Toddler Tweeters; whatever name they go by there is no mistaking it – moms have a huge impact in the blogosphere.

Since 2004, the community of mothers who blog has exploded. There are new blogs, websites and twitter accounts created everyday. According to eMarketer, one in eight moms who are active online are bloggers. To break it down even more, 75 percent of moms use social media sites.

Intrigued? You should be. More than ever, moms are being recognized as an important consumer group that, in my opinion, should be on any PR pro’s radar. Speaking from a PR standpoint, the real question we need to ask ourselves is how does one join this tight-knit, ever-evolving mommy blogger circle? Wait patiently to be invited by an inside source similar to the google+ cult (p.s. still waiting…)? Not quite.

The first thing to understand about the mommy blogger community is that there is an unspoken, or shall I say ‘untyped’ underlying trust – an ‘online sisterhood’ where women share secrets about their day-to-day parenting experiences (positive and negative), reveal information about products they have tried, offer reviews on what worked and what didn’t etc. This is just one sector of the mommy blogger realm.

These blogs also cover a wide range of topics including travel, technology and finance. This ‘online sisterhood’ is what makes mommy bloggers so influential – they have created an online community, a public sphere where women from all over the world can join together to talk about current events, make friends, follow new people on twitter, read the same blogs – social media gossip at its finest.

So the next question is how can a PR pro make that initial connection with moms who blog and use it to leverage their client? Here are a few basic practices to follow:

1. Research before pitching. Work with a team to research the bloggers that make the most sense for your client. Check for traffic numbers, twitter followers, but also for relevancy to your brand.

2. Develop a list and message summary. Compile all bloggers into one comprehensive list for the team to use. Make a notes section and leave room for customization so that everyone is on the same page when you pitch your brand, product or story.

3. Check for relationships. Ask around the office if anyone on your team knows one of the bloggers or has worked with her before. He/she should get priority to pitch that particular blogger because as you know, we all respond better to someone we are familiar with.

4. Start with the blogger’s About page. When pitching bloggers, always look for something you have in common with them.

5. Get to know your Mommy Blogger. This may sound obvious, but take some time getting to know the mom and what she writes about. Find your hook in her posts and comments, and reference it in your outreach.

6. The kids rule. Find our how many children the mom blogger has. Don’t reference her daughter if she only has a son. Don’t only mention her child if she has children (more than one.) And make sure you know the ages of her children and how that relates to your pitch.

7. Opt for an email over a contact form. An email is a more personal way to reach out, and you have more control over your pitch formatting. If there is no email listed, check if they have a twitter account and start tweeting with them to build a relationship.

8. Be conversational. In the past, PR pros have been known to be sort of rigid or formal in their communications. With the mommy bloggers, show some personality and be tactful when discussing your agenda.

9. Get the blogger’s name right, and proofread your pitch.

10. Follow through on what you promised. That is, on the initial pitch you sent, on the product you owe to the blogger and her readers if you’re doing a sampling, or on the blogger’s post and reaction from her community. Build that relationship and make yourself known.

Above all, it is important to remember that these mommy bloggers are people too. They are busy women that have an opinion and have made a conscious effort to take time out of their day to share information with the world. But if you do your research, know who you are talking too, build a relationship and offer valid information you are one step closer to cracking the mommy blogger code and gaining access to their influential world. And hey, you might even make a new friend along the way!

“Holy crap! You have how many images?” Admit it, you’ve said it, and probably with more colourful adjectives. Some projects require doing the same procedure over and over again for a multitude of images in a library. Wouldn’t it be nice to have an automated program that would take care of all of that for you and all you’d have to do is sit back and watch it do the work?

Enter Photoshop Action Sets.

They are basically recordings of every action you do within the program so that they are “saved” and can be applied over and over again to multiple images. The following is a quick overview on how to create actions in Photoshop.

Let’s start with something simple. Say you have 300 images. They’re all RGB .jpg files that need to be converted to CMYK at 300dpi and saved as .tiff images. Here’s what you do:

1. Open one of the images in Photoshop. Open your “actions” pallet and create a new set by clicking on the small folder icon at the bottom of the dialogue box. We’ll call it “CONVERTING IMAGE” (Not sure which icon is the right one? Here’s a tip: hover over the icon and it will tell you what it does.)

2. Now create a new action within your new set by selecting the “page” icon at the bottom of the dialogue box. Let’s name it “Convert to CMYK 300dpi tiff”. It will look like this:

You can assign a function key and colour at this point if you wish. Select the “Record” button.

3. You will notice that the round recording icon at the bottom of the dialogue box is now red. You are now recording all actions performed on the open image. So let’s convert by selecting = image > mode > CMYK. Then convert the image size = 300 dpi, making sure that the resampling is NOT selected.

4. Your image is now ready to be saved. Select “save as” function and save your file as a tiff to your computer. Then close your image.

5. Alright, you’re done. Now stop recording by selecting the square icon at the bottom of the action dialogue box.

Ok, that’s the first part: establishing the “action” that converts your image. Now what about the rest? By using this “action set” in an automated batch, you can convert the whole kit-n-caboodle in one simple step. The key is getting the action set working just the way you want it.

Batch commands can be tricky when dealing with multiple files that are in different formats. For example a layered photoshop file may have several layers with different names that can cause the automated batch command to stop or fail to proceed without prompting the operator. You can work around it by grouping your files into separate folders and establishing separate action sets for each.

To convert multiple files without having to open each individual file, use the automated batch command. Here’s how:

1. Place all your images into a folder. For this example, we will call it JPG Images. Then create another folder called TIF Images.

2. Go to “File” > “Automate” > “Batch…”. A dialogue box will pop up.

3. For the Play section select your set. In this case we have our set “CONVERTING IMAGE”. Then select the action “Convert image CMYK 300dpi tiff. This most likely has already been selected since it’s the only action in our set. If we had more actions you would see all the various action sets listed.

4. Now for the Source select “Folder”. Then “Choose…” your folder. Find it on your computer and open it. This is the folder where the automated batch command will be pulling all images from.

5. For Destination: again choose “Folder”. Now find the other folder we created called “TIF Images”. This is where all your converted files will go.

6. Now click on “Override Action “Save As” Commands”. This will allow you to use your present file names and then add the new .tif extension. Your dialogue box will look something like this:

That should do it.

Now hit “OK” and it will now start running your batch command. All your images will start popping up on your screen and the action set will convert them and save them into the new folder. Close the file and proceed onto the next file.

That’s it. Now sit back, watch it go and make yourself a coffee while it works.

Pretty cool, huh?

In honour of Marshall McLuhan’s 100th birthday this July, I have dedicated this post to his popular concept of the “global village” and what the term means to society today.

In 1962, Marshall McLuhan introduced the “global village”, a term describing the global bonds that were created with the invention of electronic technologies such as the radio and telephone. Because of these inventions, society was no longer bound by geography, and news and information could be spread worldwide at lightening speed. McLuhan believed that these electronic technologies were an “extension of our senses”, since we could see and hear events happening all over the world. The globe was no longer a globe, but rather a connected village!

McLuhan states that this “global village” created a new level of human awareness.

A recent example of this is the natural disasters that struck Japan this year. The entire planet knew almost instantly what had happened, whether they found out on the news, Facebook, Twitter or by phone. This connectedness creates a feeling of global responsibility, and people all around the world rushed to help Japan in any way possible. We often find out about global issues before we find out about issues right here in our community. Can we even imagine a world where the only people who knew of this disaster were those experiencing it?

These electronic technologies have grown significantly over the years. When the telephone was first introduced, we had one way to instantly connect with those who were far away from us. Today, we have many mediums that allow us to connect with our loved ones, even those we have never met. We have telephones, cell phones, email, Facebook, Skype, Twitter, blogs, and countless other ways to keep us connected to anyone we wish. “Social media” has become the most powerful medium known to mankind to connect us globally.

As our “global village” grows it seems our world shrinks and we become increasingly connected. McLuhan believed that this global village has made individualism a thing of the past. We are no longer isolated communities but instead we are one connected network of people. We are all in this together!



Happy Birthday Marshall!

As we navigate our way through the minefield that is today’s professional world, we sometimes find ourselves in situations that test us, requiring us to find a laugh, and an opportunity, when there doesn’t seem to be either.

A perfect example of this happened to me some years ago, back when large shoulder pads in women’s attire were in vogue (I know – I’m really dating myself). I had a much sought after chance to make a presentation to a major bank. On the day of the meeting, I walked confidently into the meeting room only to find six straight-faced men dressed in dark suits, white shirts and dark ties, all seated on one side of the table. They looked like funeral attendants. Not a great start.

I started my presentation, looking each one in the eye while attempting to project more self-assurance than I was actually feeling. But as I continued on, I began to notice their original blank, numbed expressions had started to change. Their heads were now tilted, eyes wide as though they had just witnessed something frightening.

Now my self-consciousness began to turn to indignation. None of them appeared to be following my presentation at all. Instead of focusing on the creative I was unveiling, they were all looking directly at me. Worse – what their eyes seemed to be focused on was my chest! And let me just add here that my chest is not one of my remarkable features. In fact, it’s hardly noticeable.

After a few minutes of experiencing dry mouth, sweaty palms and palpitations, I could no longer resist the urge to sneak a peek down at my own chest, hoping to discover what it was that had these 6 men so fascinated.

And boy did I! To my utter shock and embarrassment, I discovered that one of my oh-so-chic shoulder pads had migrated down over my left breast. The result? One humongous-looking boob and one virtually non-existent.

Well at that point I had two choices: I could run away and die of humiliation, or I could make the best of the situation. I chose the latter, allowing myself to laugh as I stuck a determined hand down the front of my sweater and hoisted the culprit back into its correct position. To my relief, my 6 companions promptly lost their composure, melting into a fit of laughter themselves. Suddenly the meeting became real and human with the balance of the presentation going off without a hitch! And yes-we got the project.

So I guess the lesson here was “how to turn a liability into an asset”, or how to turn an “asset” into an opportunity.

I like to draw.

I’m not that good at it, mind you. Passable at best. I can do great linear layouts that look like what the finished art ends up looking like. But that’s not really drawing.

I can’t draw hands. That’s why, my cartoon style depicts a world in which people have little pointy bumps at the end of their arms, with noses and tiny feet to match.

My limited ability is what puts me in awe of the talents of the freshest, most original, dynamic illustrators in the industry today. Sadly, markets are drying up at a time when there is a greater selection than ever for art directors looking for the added punch an illustration can add to a project.
Budgets are smaller. Stock is cheaper. Still, when a perfect illustration is paired with a message, it can make the difference between a good piece and a great piece of communication. And sometimes this means commissioning an illustration.

I just received the Communications Arts Illustration Annual 52 and have been pouring over the brilliance within its pages. When I look through it, it seems that each page is more captivating than the one before – a single caricature provoking a laugh one moment and then a mood switching bleak depiction of heartbreak a second later.

Take a moment to view the gallery at the Communication Arts website.

I limited myself to only 5 faves from this year’s crop. You can see them below.

I wish I could draw.

©Owen Freeman, for The Atlantic Monthly

©Riccardo Vecchio, for New York Magazine

©Tom Counihan, self promotional. For Sale.

©Simone Massoni, for Costi and Poggiali

©Chris Koehler, self promotion.

We see them every day. While we walk down the street; while we eat; when we shop. Letters come together to form words that speak to us, helping us understand the millions of messages that surround us daily. But in marketing, words don’t just portray a message. Creatively designed words become art, engaging the viewer visually and delighting their senses.

Ah, the world of fonts! I love a good font and since I’m sure many others share my passion, let’s explore the good, the bad and the ugly! Today we talk about headlines.

DISPLAY FONTS

Think eye catching. Think informative. Think outside the box. An Estonia based design company Hand Made Font founded in 2008 by Vladimir Loginov and Maksim Loginov, has created a variety of fonts that are not only creative – but are also works of art. Check out these amazing fonts.

Beautiful? Yes, but practical? Well let’s have a look at that. These fonts are what I like to call Display Fonts. They are extreme examples of font usage and are primarily in main headings designed to capture the reader’s attention. Imagine a poster at a transit stop using one of these fonts to highlight one word. The goal is to stop them in their tracks and get them to ask themselves “What’s up with this?”

You would never use fonts like these for more than a couple of words at most. The key factor to keep in mind when picking display fonts would be legibility. Match the font style to the message. Ask yourself what you are trying to communicate to the audience, then let the visual quality of the font help you say it.

Using display fonts can also help create a “mood”. Take for example:

You can see how the structure of the characters can support the message communicated in the word. A single word can be very powerful, and fonts can help communicate it more effectively, giving the word a personality that embodies the desired emotion.

But remember to keep it legible. For instance, to make your message “elegant” you can use a script font. However, how you use that font is just as important. Take for example:

Versus:

The number one rule for script fonts: NEVER USE ALL CAPS.

Display fonts have certain characteristics that make it special, thus our desire to display it. They are to be used minimally throughout your document.

Combining display fonts with more simplified complementary text fonts can be very effective. Take a look at this headline:

The Art of Type: Uses and Misuses

Determine your hierarchy. Decide which word or words are most important, then use the fonts to make the message creative, giving it life by changing it up and adding dimension. Here are a couple of examples:

These are perfect examples of one simple message with three different ways to say it, each taking on its own personality simply through the font that was chosen. By putting emphasis on particular words you help create interest. But again, remember legibility. Keep it simple by limiting to a couple of font families.

So have fun with it, let your creative juices flow and have your type become art.

If you’re a business we’d love to create a Christmas card that is relevant to your company or your industry. The best part? It’s FREE.

Let us show you what we mean. Here’s a card we did for a printer a few years ago. Notice how the design reflects their business? Pretty swell idea, right?

You see, we’ve had a bug up our stockings for many years about this, so we figured why not stop whining into our nog and actually step up and do something about it.

If this sounds like some incredibly festive fun, let us know you’re interested before September 1st, 2011, by clicking here and emailing theadlibgroup@theadlibgroup.com.

A little bit of joy from your friends at theadlibgroup.
Here are some of the cards we’ve done for ourselves over the years.

Order your FREE Christmas card.

Few can argue that the Group Buying Phenomenon, ushered in by organizations like GroupOn, WagJag, Living Social, Deal Find and many, many others, is the biggest shift in e-commerce so far this century.

Essentially, these “follower” driven sites act as a distribution channel for businesses looking to have consumers purchase their products or services at deep discounts. Businesses hope to take advantage of the “deals” they promote by either:

1. capitalizing on volume sales and the resulting volume discounts they can attain…and thus still be profitable, or

2. using the deal to introduce their product or service to (new) consumers with the hope that they will become long-term customers.

There are mixed camps when it comes to the impact Group Buying Deals have on businesses. While all of the businesses we spoke with that had featured their product or service on a Group Buying site differed in opinion on whether their venture was an overall success – the majority of them agreed on most, if not all of the following:

- they were overwhelmed with orders / customers and their usual customer service levels dropped
- they could not determine (yet) if their venture would garner repeat business
- they loved receiving huge cheques from the group buying company
- they could not determine (yet) what portion of the cheques received represented profit*

*Note: this answer may be misleading as those interviewed simply may not have wished to divulge this type of information.

But enough about the seller…what about consumers?

What is the impact of Group Buying Sites on consumers? Is it positive or negative?

Are people joining and buying just for a one-time deal?

Are pro-couponers clogging the funnel?

Most analysts agree that more and more mainstream consumers are, in fact, joining just for a “deal”. If its true that bargain hunters and pro-couponers are filling the majority of the Group Buying Phenomenon’s pipeline, then I fear the worst because…

These consumers typically have no interest in repeat visits and they typically have no interest in sharing their experience in an online forum.

But most importantly – if it’s true that the pipeline is getting more and more clogged with one-time bargain hunters and pro-couponers who rapidly scoop up capped deal offerings – are businesses possibly alienating their quality customers?

We’d value your insight. Please let us know your perspective.

Next time around we’ll take a look at the impact the Group Buying Phenomenon is having on business. One thing we can say for sure…

Not everyone is happy!

1. Best Job in the World
Tourism Queensland created a position for the “best job in the world” in order to bring some serious tourist attention to their region. They recruited an “island caretaker” willing to spend 6 months exploring Queensland. Applicants would be required to move into a rent free, three bedroom villa on Hamilton Island. The campaign has been rated by Taylor Herring as one of the 50 best publicity stunts. The competition attracted global attention. Organizers said that they received applications from every country in the world except Western Sahara and North Korea. They estimate that the free publicity has been worth over $110 million.

2. Taco Bell Raft
Back in 2001, the Mir Space Station was enroute back to Earth. Concerns were that it might portion off during it’s descent and parts could land in the South Pacific. Taco Bell captured an audience of millions by announcing that they would give everyone in the United States a free taco if a portion of the Mir space station hit their floating 40’ x 40’ raft in the South Pacific. They also had a live feed of the decent of the space station on tacobell.com. The announcement garnered massive media attention and millions of hungry hopeful Americans across the country. Brilliant!

3. Diamond Shreddies
How does one get consumers thinking about a 67-year-old cereal again? Redesign the logo? Produce an excellent commercial? Invent some new flavors? How about something even simpler – turn the product on a 45 degree angle.

Shreddies announced their new and improved Diamond Shreddies and the feedback poured in. In focus groups consumers agreed that Diamond Shreddies tasted better than square ones. The buzz intensified when consumers finally concluded that Diamond Shreddies the original square ones – turned 45 degrees. This PR based campaign, rumored to have been suggested by a summer intern at the cereal’s agency, garnered some serious media attention.

4. Meow Mix House
Advertainment at it’s best. To promote one of their products – Meow Mix, Del Monte aired a reality show for cats on Animal Planet. They built a Meow Mix house, populated it with cats from 10 shelters around the country and mounted 24-hour web cams. People could tune in and watch where the cats hang out. The plot thickened when the show brought in visitors (similar to Big Brother, but for felines). Every Friday, on Animal Planet, Meow Mix announced which cat has been “voted out”, in this case put up for adoption to a lucky new family that would also receive a year’s supply of Meow Mix. The results were stellar. As millions tuned in each week to find out who got voted out next.

5. Intimate Oasis on Valentine’s Day
This PR case study just goes to show that even a single restaurant in Toronto can garner global media attention. Mildred’s Temple Kitchen sent out a release announcing that patrons were welcome to engage in sexual activity in their washrooms on Valentine’s Day. This Liberty Village restaurant proposed that its modern bathrooms become one of the “101 places to have sex before you die.” And the media loved the idea. The restaurant’s sexy proposition was featured not only in every major local publication, but it landed on pages in the UK and even on the Jay Leno Show.

Picture this: You are on your way into work on Monday morning and you notice out of the corner of your eye the Starbucks logo. What is the first thing that comes to mind? When you see the Starbucks logo you might think overpriced coffee. Or an elevated food and beverage offering in a cool, comfortable environment to read the paper or study. You may envision an upscale coffee bar with light wood, glass and chrome finishes. Perhaps even smell the inviting aroma of freshly ground coffee beans. You might think about what you order there typically – a Venti Soy Vanilla Latte or a Tall Bold. You may think about your experiences at Starbucks – were they positive or negative? Why do you continue to buy from them or if you are not a customer, why do you not want to give them your business?

Not only is this brand so widely recognized that their company name is no longer necessary, Starbucks actually chose to remove their company name, “Starbucks Coffee” from their logo in order to open doors for growth into markets where non-coffee products outsell coffee products. Don’t we all want a brand as recognized as this? Don’t we all want to create a language that people around the world use?

When asked what Starbucks is all about, Howard Schultz, President and CEO of Starbucks, explains “We’re in the business of human connection and humanity, creating in a third place between home and work.”

In today’s times, where choice is everywhere and loyalty is difficult to attain, what do customers want from a brand? They want a brand that is human and authentic. They want a brand that gives back. They want a brand they can depend on – a brand that is consistent. They want a brand they can identify with. A brand that has an attitude or a persona. A brand that is consistent and reliable. A brand that gives them a great experience each and every time.

A brand is so much more than a logo. It is a full experience from every single touch point. From the colours and fonts, to the advertising, to the uniforms, to the décor, to the friendly, attentive employees. With a franchise system, it is all that much more important to infiltrate the brand and brand standards from the very top all the way down the system.

We are going to review five steps that Franchisors and Franchisees can take to ensure a consistent, memorable brand at every level. But before we get started, let’s take a moment to define your brand. What is your brand persona? Are you a fun, happy brand? Maybe you are a brand with a bit of edge and attitude. Maybe you are a friendly, fun brand. What is the culture within your brand? Does every employee, franchisee, area manager and dishwasher within your organization know what your brand exemplifies? Can you sum up your brand identity in one sentence?

Now that you have gone through the steps of defining your brand, we can get into the five Hotpoints that will generate brand awareness and increased business for your locations.

1. Always Always Always Be On Brand
Franchisors – be consistent with national marketing efforts. Develop the persona for your brand and test yourself to make sure every piece gets that persona across. Being on brand means proper use of your logo and tagline and use of appropriate colours, fonts, etc. It also means being on brand with your creative. Staying in line with the persona you have developed for your brand.

2. Provide Tools and Support to Your Locations
Make it easy for your franchisees to be on brand and to advertise their stores locally. As a franchise system, marketing messages should not only come from Head Office and national marketing efforts, but also from individual locations. Provide a marketing manual with examples of how franchisees can get out in their communities. Get out there in a way that is consistent with the parent brand. Give them the tools to succeed and to be consistent.

One great way to get franchisees more engaged with marketing locally is to provide an incentive for those franchisees that are willing to advertise to their communities. Contribute a portion of your national ad fund to supporting the locations that choose to advertise with financial support.

Support your new franchisees with a grand opening manual. Have ad templates available to run in local papers. Provide window banners for new locations. Offer tips on how to get the local media out for a grand opening event.
As a franchisee you bought into a brand, a system, an experience, a promise. So did ever other franchisee in the chain. This is why it is crucial to be on brand with your local marketing initiatives.

3. Benefit From A Local Marketing Budget
Franchisees – get into your community. Send some of your signature food products to your local radio station. If you do this on a weekly or monthly basis, the radio hosts might get excited about what will be delivered next. They will more than likely mention your restaurant on air. If they are impressed with the food they may also blog about it. This is great exposure for your brand.

Give back to your community. Support local sports teams. Throw a charity carwash. Support local fire stations. Do anything and everything to send a “feel good” message out to your community. Consumers want to buy from brands that are personal and give back to the community.

4. Listen To What Your Franchisees Are Doing At A Local Level
Provide a forum for franchisees or store managers to post and share ideas with other locations. Feature one or two local marketing initiatives at your annual convention. Create a local store marketing round table for franchisees to share their marketing experiences. Your franchisees are in the stores day to day – pay attention to their operational issues, what works and what doesn’t. Who knows, they might help to create your next campaign nationally
Another way to promote ongoing communication between locations and Head Office is to develop a back end to your website that allows franchisees to blog and talk to each other. You are a community. Leverage that.

5. Incent Your Staff
Develop a proprietary staff incentive program. Something that you can own. Something that incents the staff at your locations. Develop a poster that can go in the back room explain the program to your employees. Make it interactive and fun.

Include a staff incentive program with each national campaign you send out. Get the staff involved. Provide them with the tools to succeed – scripts, role playing activities, etc.

Take that even further. Work with a company to establish a customer service training acumen specific to your brand and your customer’s needs. Engaging your staff will increase staff loyalty and staff retention. It will also help your employees at every level understand what your brand stands for and who your are in the marketplace. Your employees are the face of your brand. They most importantly should have the training necessary to portray your brand message. This will seriously effect your bottom line.

You now know that you don’t need to be Starbucks to begin building brand recognition. It is something that happens subconsciously for customers. The number one way to build your brand is consistency. Using these 5 Hotpoints will help you to ensure your brand is consistent at every level and across every location. When customers experience a brand with a unique personality, great customer service and consistently good food, they will be loyal to you for life.

Below is a sample of the ad meant for subway riders.

But is it really “new”? In truth, the principles of communication in Social Media are not new at all. They are deeply rooted in our desire for human contact and interaction. There is nothing new about that.

Allow me to explain.

In the early 1900’s, human interaction was at its peak. People lived close together in small communities where everyone knew everyone. The local butcher would know you by name. He would even know what you typically ordered. He might even have a few chicken bones set aside for you during the winter months so you could flavor your famous chicken soup broth. He knew your children’s names and how old they were. He knew because he cared. Because business back then was not just about selling, it was about relationships.

As time passed, and technology increased, we started to move further apart. We actually began to communicate less. Our local butcher didn’t know us anymore. In fact, we probably had two or three or four local butchers to choose from. And then advertising came along. Corporations took over the radio and television waves promoting their newest product and service. And consumers bought it. They flocked in waves to purchase the latest and greatest. This form of “push” advertising was new and exciting and indeed widely accepted by consumers.

And then came the Internet. Followed by Web 2.0. Wow! A way for us all to communicate with each other. It now didn’t matter how far away we lived. The world suddenly became a much smaller place – a smaller community. Kind of like those small communities of the early 1900’s.

What happened next, and in actual fact is still happening as I write this? Consumers got smarter. With all the choice out there now, they realized that they don’t need to be loyal to a brand that doesn’t appreciate them. Or to a brand that “pushes” products and services down their throats.

Now consumers can actually interact with brands through Social Media. They can share feedback and customer experiences – good and bad. They can suggest new ideas. They can recommend a brand to their friends. Because of this “new” medium called Social Media, brands can move back to the “old” ways of selling through building authentic relationships with each and every customer. And, they can do it on a global scale!

What would happen if we all solicited feedback from our customers and actually took the time to thank them for their business. Take that even further, what if we sent them a card on their birthday, or asked them about their kids or sent a gift card after they publicly complained about an experience they just had with our brand? Imagine the customer loyalty we could build.

So, Social Media – Innovative? Yes. Revolutionary? Absolutely. New? Not so much. It may be a new platform, but its true purpose is to take us right back to the “old” way of communicating.

“Here’s a strategy. Take the worst fast casual dining day of the week (Monday), during the worst fast casual dining months of the year (January-March)….and run a Q1 campaign to increase year-over-year same store sales and same store customer count. We liked what they (theadlibgroup) had to say and believed in their recommendations – and wow! Across our 85 locations we saw same store sales increase by an average of 9.9% and customer count by 9.1%. Not too shabby for the “new agency’s” first quarter!”

Who gives Google the cue to rank one website higher than another? Truth is, search engines have ‘crawlers’ that do all the dirty work. These crawlers endlessly hunt throughout the web in search of keyword rich content that they then utilize to display relevant search terms for each user inquiry. The only part you have in getting your website found is to spread the crawler bait.

What truly makes one website easier to find than another is a process that takes time and attention, but will pay off that first time you see your website show up on the first page of Google, or get your first phone call from a potential client who found you online.

SEO (Search Engine Optimization) is something that should be considered through all stages of a website’s development – from initial conception and keyword creation to the implementation of an effective, easily navigated website. Unfortunately, there are no special tricks or secrets to achieving a high rank on Google or any other search engine for that matter. What will get your website to the top requires drive and determination, and the knowledge base of what crawlers are actually looking for. Crawlers read the text on each page of your website and determine the content’s relevancy for specific search terms that a user may input. Since crawlers can ONLY read text, it is important to keep code, and content clean and easy to navigate.

The single most important factor in obtaining a high search ranking or results page relevancy is the title tag. The title tag is a line of text at the top of each web page that determines what will show up at the top left of a browser window when the web page is viewed by a user. It is the basic element of every HTML page and also appears as the clickable link on the results page of a search engine. Filling up title tags with keywords that your customers will use to find you online is essentially the easiest, most effective alteration you can make to influence a page’s ranking. Title tags should be limited to 65 characters max. Another good thing to note is that search engines pay more attention to the text at the top of a page, and the title tag is right at the top!

An example of a well written title tag:
Crane, Poole & Schmidt – Litigation Attorneys – Boston Law
This title tag is well written because it contains all the keywords a user might use to find a lawyer in Boston.

And a bad one:
Home Page
Users generally aren’t going to search for ‘home’ or ‘page’ so there isn’t much point in including it.

Try searching for your competition online. What keywords are you using to find them? Keep in mind that the technical jargon you might use to find a competitor might not be the same words the typical user would use. For example, someone looking for Rhinoplasty probably wouldn’t search using that word. Using the keywords ‘nose job’ will guarantee better search results.

High ranks are determined, not only by relevance, but by the quality and quantity of the sites linking to your own. Links to your website from other sites are called backlinks or inbound links. Add new outbound links and encourage inbound links. Regularly check existing links to make sure they still point to the correct location. A great way to encourage inbound links is to add your website to online directories. Some great online directories are yellowpages.ca and mediabistro.com.

Try to avoid linking to web spammers or other questionable websites, since your own website may be penalized for doing so; losing credibility (and searchability) on search engines.

With all the focus on getting crawlers to find your site, it’s important not to forget one very important element of any website – that it shouldn’t be built for search engines, but for the people who will use them. A website’s written content, design and structure should be built, first and foremost, for the user. Content should be updated on a regular basis, keeping an eye on the keywords that users are searching to reach you. Content should also be descriptive. Don’t write ‘our team’ when you can put ‘theadlibgroup’s search marketing experts.’

Avoid spelling mistakes. This one should be a given, but it’s surprising how many of us forget to thoroughly check this. Not only will spelling mistakes ruin your credibility with your potential customers, but the same customers might not even be able to find you if your keywords are misspelled.

Avoid presenting text as a graphic where possible. When using graphics, always name and tag the file with keywords. Avoid flash websites too. They look great, and they’re a blast to use, but they’re death for search engines. Flash files are basically viewed as images on a website – and since crawlers only read text, a flash website will not generate any searchable content or keywords. If you must use flash on a website, utilize it only as a graphic element and name the flash file using keywords.

Ex: Waterloo-accountants-01.swf

Avoid splash pages. Most splash pages only link to a single page, which tells the search engine that only that one page is of any importance.

And lastly, blog! Blogging is an efficient, easy and very economical means to have your ideas published in a way that generates high quality content. Crawlers are attracted to blogs like moths to a bright light. Blogs are fundamentally built to attract search engines. Their architecture and overall linking structure makes them a must-have tool for building links, both in and outbound. And remember to post often. Each time you do it’s like baiting a hook for the crawlers to latch on to.

These basics should get your website off the ground with a fighting chance to get found online. Just remember, with Search Engine Optimization, results are neither immediate nor long lasting, so be patient and attentive and you’ll be guaranteed results.

If you’re really serious about fully optimizing your website, there are a ton of great books and resources out there – if you have the time. SEO is no part-time gig. To get the most out of your website, hire search engine marketing specialists who can stay attentive to your current ranking, keywords and content and keep your search engine ranking above that of your competition!

One question consistently asked by our clients and potential clients alike is, “should I be doing social and digital media marketing to help grow my business?” And instead of jumping on the table and shouting “yes! It’s 2011. Everything worth seeing is online!” as you might expect, we instead calmly answer this question with one of our own: who is your target audience, and where do they hang out?

This is because as “trendy” as a Facebook, YouTube or any digital campaign might seem, it’s a complete waste of time (and money) if it doesn’t reach your desired market. Despite all the changes that have taken place in the media world, one thing remains the same: it is imperative that you (and we as marketing professionals) truly understand who (and where) your ideal client is in order to reach them most effectively.

Now that’s not to say it’s not important to have some kind of Internet presence, whether that is simply a website for your business or banner ads on a popular social networking site. Facebook alone has accumulated more than 500 million users since its inception in 2004. That’s a lot of eyeballs for advertisers! But successful marketing occurs when your message reaches your target, so it’s important to understand which channels, old or new, are going to achieve this.

Most effective marketing campaigns employ multiple strategies across multiple channels. Let’s use Facebook as an example. Let’s say you have successfully identified that your target market IS on Facebook. You create a Facebook page, filling it with tons of cool images, information about your business and maybe even a video or two. You set it live and…nothing.

So why didn’t they come? You built it after all.

See, the problem is that no matter how awesome your Facebook page is, if your target doesn’t know it’s there, how will they know to find you? You have to TELL them you’re there, whether via your website, a direct mail piece distributed in a targeted neighbourhood, a television ad on a primetime network, or a 30-second radio spot.

And this is true for almost all online campaigns. Getting the word out often means utilizing multiple channels to connect with your target, and more often than not these channels fall under the “traditional media” category.

So remember, many marketing campaigns might be moving online, but before you decide to follow suit make sure your potential customers are online too!

I stumbled across a popular website entitled “Photoshop Disasters”, where users post advertisements with photos that have been poorly edited in Photoshop. I assumed most of the advertisements would be from small companies with low advertising budgets, but this was not the case. Many large companies had their ads displayed on this website, including Maxim, Victoria Secret and Coca Cola. Most of these ads are laughable, with some even featuring models with missing hands or oversized heads. The following are just two examples from the site:

1) Suave Soap Ad

This Suave ad has potential, being fairly well constructed and effective. However, all of the ad’s integrity is lost because the model seems to have a leg coming out of nowhere. This is not physically possible unless the model is holding someone else’s severed leg.

2) ‘Takers’ Movie Poster

This movie poster looks normal at first glance but with closer examination we can see a very poor Photoshop job. It is so evident that the heads of the three men in front have been placed onto these bodies. The sizing of their heads is inconsistent, the lighting and shadows are incorrect, and it is just embarrassing. This movie had a $32 million dollar budget; surely they could have afforded a skilled designer to manipulate this photo so it looks real?

Both of these advertisements do the exact opposite of what they set out to do. These ads should entice me to go out and buy Suave, or go see the movie Takers, but instead I do not want to do either. Obviously these companies do not pay attention to detail, nor do they take pride in their product or service. No matter how I look at these ads, the mistakes immediately distract me from the message they are trying to convey.

In this industry, it is crucial to be meticulous in your quality control. These ads are horrible, and there are hundreds more just like them. Of course mistakes happen, we are all human. But a system should be in place so that mistakes like this do not reach the public. At theadlibgroup, we make sure to circulate all advertising material to multiple individuals, so that mistakes are caught in time. I urge all companies to look at their ads critically, find mistakes, get multiple opinions, and avoid Photoshop disasters!

TORONTO, ON: Abundance Naturally, suppliers of natural health and wellness products from Australia has hired theadlibgroup as their communications and public relations Agency of Record.

Abundance Naturally is seeking to make a mark in the Canadian market with its unique product lines, Thursday Plantation (tea tree oil), Bellaboo (teen and tween skincare) and eco.kid (kids’ hair care and cleansers). A wholesaler to major retail outlets such as Loblaws, products are also available direct to consumers through the company’s online store.

“We were seeking an agency who not only understood health and wellness trends, but also had the ability to communicate our unique messages to a wide variety of outlets,” said Shannon O’Brien, President, Abundance Naturally. “We’re thrilled to partner with theadlibgroup and cannot wait to see the fruits of their labour.”

Since 2008, Abundance Naturally has provided Canadians with a gateway to top quality Australian health and wellness products. The Mississauga, Ontario-based family owned and operated business was born out of the desire to give Canadians access to an array of natural products that are free of chemicals and foreign ingredients and to encourage consumers to choose clean, pure products.

“I’m thrilled to be working with Abundance Naturally,” said Toni Abramson, Vice-President, theadlibgroup. “We’re looking forward to working with their natural and environmentally conscious product lines and teaching the market what the land down under has to offer.”

For More Information, visit abundancenaturally.com.

Often customers evaluate your brand based on their total experience. Having a completely customized brand process will help you deliver on your brand promise and provide the ultimate experience for your customers. Part of your brand process must include the design of every touch point a customer has when engaging with your company, be it by phone, online, advertising or by walking through your doors. Any communication your customer has with your brand must reflect your brand voice and the experience you want them to have. This means time and attention needs to be dedicated to the entire customer experience long before the doors open.

It is important to remember a customer’s experience often starts with your staff. We as owners and managers must live and breathe what we want our staff to emulate while recognizing the efforts of employees as an integral part of the company’s success. Adopting the old “do what I do and not just what I say” philosophy will help set the stage for an engaged staff that wants to provide the best possible service because it’s acknowledged by the customer and the organization. If your staff is continuously offered training and support, you will have a culture of service advocates that are happy to offer help and provide a positive customer experience. People want to work in an environment that has them succeed.

Let’s make it real and talk about an experience we have all had.

Imagine you’re standing in line at a busy restaurant for breakfast. Now someone can either acknowledge you and say “welcome- we can have you enjoying breakfast in about 10 minutes. How many in your group and what is your name”? Or – you can just stand there commiserating amongst yourselves and getting aggravated because you don’t know when you’ll be seated and it seems they are too busy to care. Which scenario would help guarantee your return to this establishment? Now imagine something truly amazing: while waiting a staff member offers you a sample to entice your appetite and acknowledge your patience. You notice that although the restaurant is really busy, staff are smiling, checking in with their patrons and even helping each other clear tables to get guests seated faster. When you’re seated, a server arrives with hot coffee ready to take your beverage order. Now the food may be good at this restaurant but what will have you coming back is the total experience.

Many travellers have had mixed experiences on various airlines, but one airline has got this whole customer service thing down pat: Porter Airlines.

From your booking experience to check in, Porter treats every customer like a V.I P. The first time I flew with Porter I was blown away by their lounge that included free cappuccinos, biscotti and cold beverages. And that was just the beginning of my experience. Once seated they came around with free food- free GOOD food! A yummy sandwich and delicious wine. And this is part of their in flight service on a one hour flight. But it wasn’t just the free food and drink that impressed me. The staff were pleasant, smiling and efficient, genuinely taking an interest in ensuring I enjoy my flight.

Now just to compare, the last time I flew Air Canada on a four hour flight, I asked for a pillow and blanket I was told there was a charge. The only complimentary food was a soft drink and a tiny bag of pretzels (and I mean tiny. There were 10 mini pretzels. I counted). On top of that the staff was curt and generally unapproachable. This may not have been their fault really- it’s hard to deal with unhappy customers all day. But perhaps a little more focus on a positive customer experience would leave both traveller and staff happy.

So when addressing your brand promise, design a brand process that leaves your customer with the desired experience at every touch point of communication. Customers will come the first time, talk positively about you and come back again.

Maybe the pressure of the season leaves companies with a feeling of obligation. But I say, if businesses feel they have to send a greeting, they should at least try and make it relevant to their business or philosophy. I mean, nothing says “we’re sending this to you because we have to”, more than a generic picture of a circa 1850 sleigh ride with a circa 1982 company logo positioned with virtually no regard to the rules of perspective on the horse’s blanket.

(Don’t get me started on e-greetings. The e-greeting carries with it a whole other level of subtext. For example: “We’re saving trees”, can be accurately translated to “It’s December 20th!? How the hell did THAT happen!? Get the intern to stay late and throw something together… she seems to know computers.”)

Now, I’m not saying that businesses should use the Christmas card tradition as an advertising opportunity. But it is a great way to enhance the persona of the brand. Instead of taking themselves too seriously, companies have the opportunity to, at the very least, create something interesting with a piece of communication that they are sending to their entire client list!

So instead of bland, impersonal cards, what if a cab company, for example, sent out cards with little Christmas tree air fresheners inside? Or a moving company that stenciled their message on scraps of corrugated cardboard? (That one saves trees and is engaging. So you see? You can do both if you give it some thought.)

At Adlib, we’re in the business of creativity, so our cards have to reflect what we do. Over the years we’ve had fun with our Holiday communications and we always get great feedback. From snowman making kits, to a beautiful fleece blanket that came complete with everything needed to build a blanket fort right in your office!

This year we sent out an interactive piece that contained a mystery object that turned out to be a head massager – designed to keep the creativity moving inside your noodle. We invited recipients to choose from multiple choice options, or make up their own and we posted the responses on line.
You don’t have to send out a 3 dimensional object for effect, by the way. Last year our card was simple, but memorable. It showed our logo on the outside, but we had removed the “L”. Inside it simply said NO”L”. (Noel, get it?).

Above all, whether it’s a holiday card, or any other communication to your clients and suppliers, it is your business that is reflected at every single point of contact. Need help? Watch this space for some great news on how we might be able to help you, in preparation for next December.

Extending our commitment beyond simply funding teams and purchasing equipment for training, we also open our studio to produce team banners, yearbooks and other memorabilia for these young athletes to cherish for years to come.

This year, theadlibgroup is a corporate sponsor for the Central Ontario Baseball Association’s (COBA) Mississauga North Baseball Association Jr. Rookieball AAA Tigers. These lucky 7 and 8 year olds will benefit from playing baseball at a competitive level while having fun at the same time.

For more information on the team, visit their website, join the Facebook group, follow on Twitter, or subscribe to the team coach’s blog.

Before you share, Tweet or send that status update, here are three important questions you should consider:

1) Ask yourself “would I share this?” or “who cares?” Put yourself in your audience’s shoes and think like they would. Would you retweet the content you’re about to put out there? Because Twitter moves quickly, marketers will often use it too frequently and may end up spamming their followers. The common perception of Twitter is that you can use it however you want to, but this is not the case. For brands, the goal of a Twitter feed is to get other users to retweet your content and thus spread your presence further. Be thoughtful as opposed to being quick.

2) Ask yourself “am I trying to talk to new audiences or update my existing followers/fans?” Be aware of your brand’s tone and presence in social media spaces. Instead of sharing the information everyone already knows about your product/industry, make your content inviting and exciting while keeping in mind the conversations that will surround what you’re sharing. Concentrate on using social media to spread the word and gain new customers, furthering your reach while extending your existing network.

3) Ask yourself “am I being too transparent?” Social media is transparent in real time and can be dangerous for competitive businesses if used incorrectly. Imagine if your PR department revealed your newest client’s strategy before it was rolled out? Moral of the story: don’t publicly share every step your brand is taking. Use discretion.

What other questions would you consider important? Join the conversation on our Facebook page.

We refuse to participate in boring! Our new website showcases the possibility of what it is to work with the theadlibgroup; where creative heads come together to offer solutions for your brand, identity or marketing.

Our philosophy is to develop a working method that is outside the “mainstream”. We’re not a design group. Not an ad agency, Not a corporate communications or public relations firm. Not a social media agency. Not a product and service innovation company.

Yet…we DO all of these things and more.

In short, we believe that, today, agencies must come up with innovative, ground-breaking ideas that include, but also go beyond traditional advertising, to add greater value to a client’s business. Ideas that not only sell products and establish brands…but also transform categories, divisions and, at times, entire organizations.

Our newly launched website features our portfolio, and an overview of our public relations and social media campaigns. Headlines, our BLOG, highlights what’s happening at theadlibgroup, client news and campaigns, industry tips and advice on how to power your initiatives. Like the work we do for our clients, the new website has been designed to engage.

Contemplating what it means to be. fully expressed? Check out the video on our home page.

Looking for some advice? Lean in close and ask our creative head your most burning questions.

Most importantly…enjoy your visit. And – if we can be of service, we’re a call or a click away.

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The idea behind January’s promotion for Druxy’s was a push to increase brand awareness and increase their social media presence, while increasing foot traffic in-stores. Using the new year as an opportunity to “Start Fresh”, we’ve branded a Druxy’s new year’s resolution: To reach 2011 fans by the end of the month for Facebook! Once the milestone is reached, every fan (past and present) will be entitled to a FREE salad! Check it out on Facebook on now.

Druxy’s has recently undergone a rebrand offering customers what they want: ALL the toppings you can handle. Selections include soups, salads, sandwiches and snacks. With options for any special dietary needs such as vegetarian or vegan choices to gluten-free breads and lactose-free cheeses and spreads.

This isn’t the first push to gain rapid growth on a social network, for Druxy’s. For Halloween 2010, we developed a 3-day promotion to reach 500 fans on their fan page, at which point everyone would received a FREE sandwich. The campaign was a success and they managed to go from 198 fans to over 500 in a single weekend.

In just 6 months, their impact on social media has gone from a running monologue to an ongoing dialog with their fans/customers.

Follow Druxy’s on Twitter, Facebook and YouTube.

TORONTO, ON: National quick service restaurant franchise, Mary Brown’s Famous Chicken & Taters, has hired theadlibgroup as their marketing and communications Agency of Record. The extensive portfolio includes repositioning the brand, marketing and promotions, media planning, public relations and social media marketing.

theadlibgroup will be adding a modern twist to the traditional franchise with the introduction of a slogan inviting Canadians to “Get Mary’d”. The campaign will speak to customers, old and new and ask them to “Be Unfaithful” to their usual dinner dates and “Not Commit” to lunch with someone else. A combination of billboard and transit ads as well as direct mail and television will relay the “Get Mary’d” message.

“It’s not just about eating out anymore,” said Nigel Beattie, President and CEO, Mary Brown’s. “The franchise and foodservice expertise brought by theadlibgroup is sure to have Canadians getting “Mary’d” and enjoying the Mary Brown’s experience – whether it be their first or their 500th visit.”

With 85 locations across Ontario, Alberta and the Maritimes, the 100 per cent Canadian owned company is famous for their chicken and taters, but have several other menu options to satisfy hungry Canadian appetites.

“We will rely on traditional as well as cutting edge methods of communication to get the message out about Mary Brown’s,” said Michael Abramson, President, theadlibgroup. “We see tremendous growth potential for this classically Canadian franchise and look forward to the months ahead.”

FOR MORE INFORMATION visit marybrowns.com and theadlibgroup.com

MEDIA INQUIRIES:
Katie Hockton, theadlibgroup
T: 416.447.9686/800.467.7531
E: katie@theadlibgroup.com

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