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Toronto

Another First From Indigo

From a heads up on contest giveaways to exclusive invites, I’ve truly been enjoying all that Twitter has to offer, including the opportunity to connect with people in real life who I would have never met otherwise.

Indigo’s first tweet-up get together in February epitomized the power of Twitter when Cammy (@indigogreenroom) invited 9 of his loyal Twitter followers to an exclusive fun-filled evening at the TIFF Bell Lightbox. The tweet-up brought new meaning to the term ‘reading week’, which had brought me home to Toronto at the time, as it shows how reading is not merely a solitary activity; it brings people together.

Given that the event took place back in February, I won’t go into much detail about the event, except to say that I met some lovely ladies that evening and enjoyed the opportunity to meet Cammy in person! Chef Jason Bartenger served some delicious treats at LUMA, including this tasty desert pictured below:

For more insight into the Indigo tweet-up, you can check out Sara Hamil’s rave review, from which you can learn why Ivey should consider creating a case study about Indigo’s thoughtful marketing strategy.

As much as I love Indigo, someone else scrawled this on an Indigo notebook for the record. On a previous page, you can find other girls named Sarah doodling their name with the pencil. It’s such a common name!

After brainstorming similar events geared towards bloggers and trendsetters while working at Matchstick, I finally was able to attend a fall preview tonight at Indigo’s headquarters downtown at King and Spadina.

Walking into the brightly lit room on the sixth floor, I found a room filled mostly with women, all of whom were booklovers and Indigo rewards members. For the first time, Indigo granted rewards members the opportunity to preview Indigo’s fall lifestyle collection, just hours after opening their doors to magazine editors and TV show producers. Lack of media accreditation aside, everyone seemed pleased to mingle and browse while munching on appetizers from Chef Michael Smith’s recipes.

While librarians discussed the potential looming strike, teachers and students tried to hide their anxiety about going back to school and Indigo employees worked the room to chat up event attendees about Indigo’s reward programs and stunning new products. It wasn’t salesy at all, but ideally they should have introduced guests to each other rather than approaching them individually without helping them to forge new connections. Then again, it’s more difficult to make that happen without the luxury of a private dining room, like there was at the tweet-up.

My friend Cora, an English major, is eager to start reading the book by Phillip Roth she received in her gift bag!

Speaking of giveaways, one of my lucky friends from the Indigo tweet-up took home a new touchscreen Kobo e-reader and other guests will soon delve into The Night Circus by Erin Morgenstern, which is a highly anticipated book according to Indigo’s team. Check back soon to see which purchases will be bought with my Indigo gift card!

I must also discuss the strategic layout of the room used for the fall preview event. Entering the room mirrored walking into a foyer at a neighbour or friend’s home, whereas this is usually where you would find a branded step and repeat used for photography. The most sales-forward component was a display of leather Kobo cases, but for a company responding to consumers’ adoption of digital readers, that was to be expected and nothing was lost as a result.

The entire room maintained a good balance that showcased how Indigo’s products can be used to create either a classic, sophisticated look throughout your home or quirky, fun atmosphere, depending on the decorative items you prefer. For example, you can easily add colour to a home office with accessories as small as yellow moustache paper clips!

You likely wouldn’t expect such playful decor in a professional setting, but there’s lots of room to experiment with Indigo’s merchandise. For instance, their eco-friendly message wasn’t limited to the tote bags in which goodies were distributed at the end of the night, as a transparent display case set on a desk held pop tabs. Some collect these to donate to charities, while others use them to accessorize I suppose! Meanwhile, vases of flowers and throw pillows offered a feminine touch, while sleek picture frames and modern clocks had mass appeal.

Leaving the event, I realized I may need to return a lamp I bought for my apartment in London because Indigo clearly has a better selection than I realized!

Thanks again to the Indigo team for another great event. Fortunately there were no wristbands required for entry this time!

Waiting in line to meet Shania Twain at Indigo

August 30, 2011 by

Let’s Go To The Ex!

I haven’t been to The Ex in about five years, so I was excited to return and take advantage of working within such close proximity to the CNE grounds. From concerts and performances to midway games and small roller coasters, the CNE has something for everyone.

Some game operators were quite aggressive in trying to entice festival-goers to play coin toss, but they always greeted passersby with a smile (unless texting on the job was keeping them distracted, that is).

Speaking of salesmen, one sales associate in the Direct Energy Centre implied that there may be haggling opportunities for visitors to take advantage of. Pointing to the price sticker, I asked if that was the correct price, to which he responded, “Back home, we have a sign in the store that says you get it cheaper based on how much you smile,” and added that flashing my pearly whites granted me a $20 discount. Smooth.

I didn’t make it to The Taste of the Danforth this year, where I’ve enjoyed a candy apple for the last few summers, so I carried on this tradition tonight instead. The red sauce melted instantly and dripped all over my hands, making me feel like a somewhat sloppy middle schooler who could star in a TV ad for Wet Ones. Nevertheless, it was a healthier alternative to the abundant deep fried item on sale at kiosks throughout the Food Building. Perhaps next year I’ll discover what a deep fried pickle tastes like.

The Ex continues until the end of Labour Day weekend and is a worthwhile summer outing for Torontonians and tourists alike. I suggest bringing a bag in which to carry your prizes to avoid schlepping an oversized bumble bee or stuffed blue Smurf doll on the way home.

August 24, 2011 by

Interior Design With A Twist: #exhibitIKEA

As the city gears up to host the 2011 Toronto International Film Festival, much of the commotion on King St. right now is focused on what’s happening at the TIFF Bell Lightbox. Everyone’s favourite Swedish home store, IKEA, managed to create some buzz of its own however, by launching a pop up art exhibit at the corner of King and John St.

IKEA recruited four of Canada’s top artists for event: Thrush Holmes, Bruno Billio, David Dixon, and George Whiteside, each of whom drew inspiration from IKEA’s furnishings and decorative items to create installations. Thrush Holmes brought an interesting perspective to IKEA’s product offerings that require self assembly by emphasizing that their packaging can inaccurately reflect their quality. His liberal neon-coloured paint strokes on a cardboard makeshift shack portray his clever insight into IKEA’s business model by relating it to a “don’t judge a book by its cover” message.

IKEA may be a top destination for cash strapped students and newlyweds, but all of their items can be contextualized by creatively integrating them into a home and adding personal touches, as the artists proved at the exhibit by adding personal items to create a homey vibe.

exhibitIKEA had a much more welcoming atmosphere than typical art galleries, thus making it a worthwhile attraction for Torontonians who opted to stay in town rather than escape to cottage country. Without their uniforms, the IKEA sales associates seemed friendlier than usual, although perhaps that’s because there weren’t shoppers bombarding them with questions about measurements, pricing or shipping arrangements.

Installation by George Whiteside, fashion and portrait photographer

Pop up events require a great deal of planning in order to ensure that visitors will be pleased to visit and the brand’s objectives are met. A live Twitter feed of tweets featuring the #exhibitIKEA hashtag, which was promoted on black business cards distributed to visitors, was streamed to four flat screen monitors next to the stacked chairs in the centre of the venue, without sacrificing the atmosphere. IKEA is a modern brand indeed and this live feed was an effective tactic for digital integration that successfully encouraged visitors to spread the word about the event. I initially thought that the screens were showing a collection of tweets from Thursday’s launch party, until I saw that two of my own musings were already on the screen. The sales associates didn’t expect it to be so up to date either, but sure enough, comments by @missprincen were posted shortly after I hit enter on my BlackBerry.

Great job, IKEA. Surprise us again next year?

August 22, 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

Concert Review: Lionel Richie

If the stadium had a roof, then everyone would have been dancing on the ceiling Tuesday night at the Rexall Centre. Soft rock and R&B legend Lionel Richie’s performance marked the third concert in the BlackCreek Summer Music Festival’s inaugural season.

The former Commodore had the crowd on their feet and singing along from the moment he took the stage at about 10 pm. Lionel’s arrival on stage was delayed due to rain, but the opening set by Michael McDonald was unaffected by the weather. By the time Lionel started, most of the audience was already wearing BlackCreek ponchos and eager to hear him open with “All Around the World”.

Radio stations tend to exaggerate when they claim to play all your favourite hits, but Richie really delivered, by performing many of his chart-topping hits from the 80’s to present, such as “Ballerina Girl” and “Running with the Night”. Recognizing that the crowd ranged from university students to retirees, he ensured that his set list included a balance of ballads, dance numbers and remixes.

Unlike concerts at other amphitheatres that are filled with preteens constantly snapping photos, there was relatively little fan photography. When Richie and his band members joined together for a photo op at the front of the stage during “Brick House”, this was of little significance to the crowd who preferred to continue dancing. There was even a couple off to the corner of the stage who swing danced to Richie’s music and made the most of being at an outdoor concert in a spacious stadium.

Richie shared that he expected a quiet and mellow group to sit back and listen to love songs, but loved how the crowd was “going in another direction.” Some of his comments admittedly sounded scripted, but fans didn’t seem to care as they danced in the aisles and near the entrances alongside event staff – it was like a timeless dance party Tuesday night.

Richie opined that he hasn’t seen audiences dance like that “since ’84,” a time before I was even born! Speaking of flashbacks, Richie seemed to get a kick out of looking at dated promotional photos of himself that fans standing at the edge of the stage motioned for him to sign (a few of which he did). “What was I thinking?” he joked, assessing his fashion choices and past hairdo, insisting that it was a photo of his father. As for his current tour wardrobe, Richie accessorized his all-black outfit with a chunky gold necklace and watch.

Lionel Richie’s show was the liveliest in the BlackCreek Festival to date. In some ways, I find it hard to believe he’s the father of a reality TV star known for her foolish behavior on The Simple Life because there’s such a contrast – this Richie seems to really know what he’s doing. You could’ve had an obstructed view sitting behind the stage and still enjoyed listening to Richie singing and playing the piano, while accompanied by his outstanding band.

June 30, 2011 by