Tag Archives: marketing

Marketing Downtown: Less ‘Should,’ More Filling a Need

By Jason Menard

It’s not enough to build it and hope they come. And while the downtown master plan is visually appealing, core proponents can’t be blind to the fact that the most important thing to see is what the consumer actually wants.

It’s great to have a pedestrian-friendly downtown, but you have to focus on marketing and give those pedestrians a reason to come. And it has to be more than supercilious castigations of what people “should” be doing; it has to be a focus on providing customers with something they want to do.

Otherwise you’ll end up with a beautiful, but empty, revamped core. Continue reading

Rainbow Oreo Not About Marketing; It’s About What’s Right – in Black and White

By Jason Menard

The rationale behind publishing a multi-coloured Oreo in support of gay pride is starkly black and white – it’s the right thing to do, despite the fact that there is little to no chance of positive benefit to the company’s bottom line.

An image of a rainbow-coloured Oreo appeared on the brand’s Facebook fan page on Monday. Since then, the page has been inundated with over 250,000 likes and over 45,000 comments. It’s a simple image with a simple message: “Proudly support love!” – and while the decision to publish it may be simple at its root, from a business point of view it’s much less black and white. Continue reading

Winning Isn’t Everything. In Today’s Sports it Amounts to Very Little

By Jason Menard

“Winning isn’t everything. It’s the only thing.” – Vince Lombardi.

“… I’m not sure people want to see a team at home that has a 9-0 record but the average score is 12-7. I think they’d much rather see us .500 at home with an average score of 38-34.” – Chris Rudge, executive chairman and CEO of the Toronto Argonauts. Continue reading

Too Many Marketing Words Obscures Pearson’s Users’ Message

By Jason Menard

You know the old adage about what you should call a spade? Well, run that tool through a marketing department and it’ll be time to call a spade an efficiency-increasing earth adjusting implement.

And in the case of a Toronto Star article that ran today discussing the Greater Toronto Airports Authority, the fog created by biz speak can run the risk of creating a tool that ends up doing the wrong job for its users. Continue reading

Two Weeks of Tiger Tweeting Show Honesty Still Not His Policy

By Jason Menard

Two weeks into Tiger Woods’ commitment to openness and fan interaction and it’s abundantly clear that honesty remains far from the best policy for the golfer and his public relations team.

If you’ve read any of my previous work relating to social media, you’ll know that I have a simple mantra — just because everyone can blog, tweet, or post on Facebook, doesn’t mean
they should. Continue reading

Business Needs to Understand the Rules to Play the Social Media Game

By Jason Menard,

The wonderful thing about working in communications is that it’s an ever-changing gig. Just when you think you have things figured out, something else pops up – and the whole game changes.

With that in mind, how do you know what rules to follow so that you – and your company – can win? Continue reading

Truth in Advertising a Winning Play

By Jason Menard

At last — truth in advertising! And from a sports franchise no less.

When it comes to businesses, sports are one of the least likely enterprises to engage in honesty — after all, a large part of a club’s revenue is generated, in one way or another, by selling their fan base on hope.

Hope sells jerseys. Hope sells tickets — and once those butts are in the seat, hope delivers them to the concession booth where hope justifies paying outrageous sums of money for watered-down beer, cheaply made clothing bearing the team’s logo, and seemed-like-a-good-idea-at-the-time knick-knacks (which can easily be confused, if you’re in Madison Square Garden, with Knick Knacks.) Continue reading