Browsing Tag

marketing

Second Helpings, Please!

After two days of enjoying some of the best recipes in Second Helpings, Please!, a staple in any Jewish home, with my family, I tasted new concoctions by Chef Jason Bartenger at the Oliver and Bonacini Canteen in the TIFF Bell Lightbox. There, I reunited with ladies whom I’ve affectionately categorized online as the “Indigo Tweets Crew”. For this reunion dinner however, there were not even any Indigo employees present! They were greatly missed though, especially by those of us who hadn’t seen Captain Awesome (aka Cammy, the author of @indigogreenroom tweets, who arranges for fans to meet celebrities across Canada) at the Word on the Street Festival last weekend.

Jennifer, a librarian technician at Humber College who made tonight’s reservations, showed off her new “practical, yet sexy” pumps from Naturalizer, which received the group’s stamp of approval for being stylish too. If only I had been on the other side of the table to capture it on camera when she pulled one off to show us… That was a funny moment, right there in the restaurant on a Friday night. Oh well. It just goes to show you how after meeting each other only once or twice at Indigo events, we already share a great camaraderie.

The reunion dinner couldn’t have been scheduled much later in the fall because after exploring all that Toronto has to offer, including a gig working at CTV, Elizabeth is returning home to Newfoundland this week! Hopefully she’ll be able to squeeze in a trip to the theatre to see Kim Cattrall on stage, which is on my to-do list as well, time permitting. It has already been agreed that a tweet up will be built around her next visit to Toronto. Plus, I just documented it, so now it’ll for sure have to happen!

 

 


 

 

Oh yes, and then there’s the food, i.e. the scrumptious platters that Chef Bartenger delivered to us himself, accompanied by detailed explanations of the ingredients and preparation. There’s a reason we returned to eat at the Lightbox and it wasn’t just because of the chef’s good looks.

Tonight marked the first time I’ve ever had a beet salad and liked it and I wasn’t alone in loving each piece topped with Greek yogurt and granola.

 

 


 

 

Servings of flatbread, chicken pate, steak tartare and frites with grated cheese were also slid down the table in between us and enjoyed by all. At this point, the menus doubling as placemats beneath our plates had been nearly forgotten about, but we continued to indulge by ordering beef brisket sandwiches, scallops and desserts, including a root beer float. The float was also served to an eleven year old birthday girl upstairs who apparently has impeccable manners and an excellent vocabulary, or at least that’s the word on the street.

 

 


 

 

There was some conversation about book signings, recent purchases and the new augmented reality interactive experiences offered by Indigo, but there was surprisingly little talk about social media at all this time. We were simply 8 friends gathered in downtown Toronto, unwinding at the end of the week and enjoying each other’s company before returning to our regular routines as students, young professionals, teachers and mothers.

At the the end of the evening, as we reached for our coats and decided to institute our tweet up as a quarterly event, Jennifer generously offered tickets to a blogger event. Things like that just don’t happen in London, Ontario, nor does the event Word on the Street I’m afraid.

 

 


 

Marketing professionals are continually seeking ways to make their initiatives appear organic. There’s something quite authentic about women feeling inspired by a corporate-sponsored event to coordinate their own that’s equally as intimate as the first by using the tool that brought us all together in the first place: Twitter.

October 1, 2011 by

Samsung Presents The Midway State and The Arkells

On Thursday night, Samsung leveraged the ever-increasing popularity of pop-up stores to host their second pop-up concert in Toronto’s downtown core. Last August, Metric played for a crowd of about ten thousand outside of Union Station and it seems that Samsung is making these concerts annual events, this time expanding nationwide to include dates in Calgary, Vancouver and Montreal too. The bands delivered stellar crowd-pleasing performances, so I’m glad I went to see The Midway State once again and to hear the Juno award winning Arkells play live.

 

 

 

Through an effective marketing campaign that included a #samsungsecret Twitter hashtag, press releases and a full page colour print ad in the Metro, Samsung invited Torontonians to see The Midway State and The Arkells, no tickets required. The concert was held in a parking lot at Blue Jays Way and Wellington Street West. The twentysomethings living in condos across the street, some of whom made Bristol board signs, were delighted to have a great view from their balconies.

Reaching out to local influencers, such as Casie Stewart and Lauren O’Neil, who are active on Twitter, ensured that the event remained at the forefront of their followers’ post-work plans. Twitter further played a role in generating brand awareness because retweeting Samsung Mobile Canada granted people like myself, curious as to what they would giveaway, a snazzy Samsung swag bag. Well, let’s not embellish their water bottles and pen too much, but all the items were branded in blue colours and Samsung logos. The only item that directly relates to their Android phones and tablet that the event was meant to promote, is a screen cleaner, which is certainly a useful freebie. Everyone at the event was friendly however and the distribution of free water bottles on a humid evening was certainly appreciated.

Perhaps the product demonstrators should have received better training, given that the Samsung representative I spoke to lacked knowledge about the Galaxy tablet’s camera functionality. After watching videographers capture the performances using the tablets, I was interested to see how they worked, but was unimpressed by his brief explanation.

Overall, the pop-up event organized by Communique was a hit and it put the event planning agency on this marketing intern’s radar. I’m eager to see what other exciting events pop up unexpectedly in the city this summer.

August 6, 2011 by

The Digital Handshake

As nepotism and personal connections continue helping people land employment, taking the initiative to introduce oneself to others can be highly beneficial. Blogging may not establish the same connection as shaking someone’s hand, but it’s a great way to introduce yourself and share your opinion. With sophisticated search engines, it is ignorant to think that any online diary or website is too obscure to be discovered, especially as more companies acknowledge bloggers’ social capital.

In the realm of social media, people who utilize online tools well are taken seriously regardless of their birth date. New graduates and mommy bloggers alike are considered coveted influencers by major media corporations and brands who distribute advance copies of books, cosmetics samples and even gadgets like iPads to people who comment on consumer goods online.

If that media-savvy librarian wearing glasses hanging from her neck posts book reviews online in her spare time, there’s a good chance publishers are asking her to preview upcoming releases. Don’t underestimate who’s the best candidate to receive free stuff for promotional purposes – someone with the power to influence their social network is someone who marketers want to contact.

Whether it’s a rant or rave, blogging about the smartphone you just upgraded to will probably catch the attention of its manufacturer’s marketing department because scouring the net for buzz about their products is in their job description.

Keeping in mind the likelihood of being discovered online for writing about certain keywords, it remains crucial to be cognisant of online behaviour in all forums, especially for job hunters. For people who rely on social networking websites as an alternative to attending professional networking events where strangers strike up conversations in person, there is no excuse for carelessly sharing content online.

If you wouldn’t want to give a wimpy handshake, then don’t be negligent about the impression you can make online either. Regardless of your Klout score, expect to have some unexpected (and anonymous) followers and post accordingly.

May 20, 2011 by