MEC wanna get wit me

I just can't get away from Mountain Equipment Co-op.

I picked up an old Canadian Business magazine a few days ago and came across their highly successful and enviro-friendly direct mail/catalogue campaigns. I opened up my email, and in came a very nice, simple email with a clear call-to-action. Summer = camping / tent + mec

After musing through the email, I found a link to one of their community sites - clubtread.com.

"ClubTread is a community-driven outdoor web portal for activities including hiking, backpacking, mountaineering, snowshoeing, and skiing. The site offers an online discussion forum, trip reports, extensive hiking trail database (wiki), gear review system (wiki), gps downloads, integrated mapping, and photo gallery."

It is pretty damn cool if you are a mountaineer (me?, not so much). But if I was, the wiki is a great place to see gear reviews as well as see where others like me are hanging.

Nice stuff MEC...you certainly do tempt me to rush out to the great outdoors. ...you certainly do know your community.

PS. 'Tis funny how they have a great community vie web - considering most would leave their laptop at home when treking into the woods.

Penguin, Lacoste...Alberta?

On my way to dinner, Mark and I hopped into the over-priced Sporting Life. They were having a sidewalk sale (like they do almost everyday), and a few items caught our eye.

A Penguin shirt and a Lacoste hat later...we paid and walked out the door.

When we got home, we found a "Travel Albert" CD-ROM in our bag. Hm. Interesting.

I don't usually pop these archaic marketing tools in my computer but thought that perhaps...maybe...this would be something a little different.

The CD-ROM was actually very very nice. It was pretty interactive and showcased a lot of what I would have expected from a travel CD. However, the whole time I was on it, I thought...why not a website? Why spend all this money on CD's, packaging it up and producing waste? Why?

Why? When you can simply market a website? Easier for people to go to, easier to spread the word.

Why?

Job Interview in Second Life

Check out the WSJ article, "A job interview you don't have to show up for." Loves it!

-I am in the world of digital marketing - If I was looking for some help, I would definitely do this for preliminary interviews...

-If I was in the journalism work - I would try to use this for interviews.

-If I was in the fashion world - I would use this to see who my competition is and try to develop partnerships from designers I like.

if, IF, if...

Pet Lovers

An ongoing conversation between my friends and I (I don't know why, but it is), is people's fascination with their pets.

Oh, I am not talking about simply having a pet dog, cat...pig as a household companion. No! I am talking about those pet lovers who take pictures of their animals and have them in a frame beside their computer at work...or better yet, a picture of their pet in a locket around their neck. I...we, don't get that.

But, just because I...we, don't get it...doesn't mean anything...because clearly, others do. Lot and lots of others.

I came across this great PetSmart competition...and just had to see what it was all about. They hit it right dead centre...I don't see why this simple marketing campaign would not be a success.

Coined "Petparazzi" - animal owners can take pictures of their animal(s) living the life of luxury (which many do!). They can then send them in for a chance to win some pretty good pet prizes...and just in case yours isn't living the lavish life, like Paris' pup...they give our random prizes to entries...

It is simple, easy and fun...and for PetSmart? They bring in the lead and market to them like hell. Woof to that.

Missed Marketing / Sponsorship Opportunities at The Toronto Jazz Festival

Last night, I went to see Herbie Hancock, pianist extraordinaire at the beautiful Four Seasons Centre - a gorgeous venue newly built specifically for Opera. The sound was amazing...oh, how I wish every concert was in there (wilco!).

5 or 6 songs in - Hancock plays his pretty "Maiden's Voyage," a soft-mid tempo song. Lights were down and a sole spotlight was on him as he played through - trying to soak the audience in...and then...the annoyances began. A cough here, a cough there. Here a cough, there a cough...everywhere a cough cough...

So, here is where the marketing / sponsorship comes in (thanks for the idea Mark) - cough drops and tissue vendors. Give out samples before the show...2 pieces of a cough drops and a handful of tissues...for the just in case factor...for the 'don't ruin the show for others' factor.

PS. The Toronto Jazz Festival's main sponsor is TD Canada Trust (a competitor of Scotiabank) and they do a great job of running it. I don't feel like there is too much marketing, heck - even the door men dont' were Jazz festival tshirts.

Chef Ramsay Eats Mr. Sub

Does he? He must. If he is willing to have super poor product placement of Mr. Sub dull grey bags scattered throughout the home of the Hell's Kitchen contestants - he must eat it...he must!

ew. I am disappointed. After hours making (albeit, poorly) risotto, scallops, wellington and fancy sides...the chefs have to come home to Mr. Sub. no way! really? (yup, this is me talking to myself).

PS. There is nothing on the Mr. Sub site about Hell's Kitchen...missed opportunity or also in shock about the product placement?

Golf, direct mail and my bug complaint

Two years ago, Mark and I did a two-week east coast trip. PEI, Nova Scotia, New Brunswick...and Quebec (although not really considered the east side).

The one low point of the trip was our golf round at Crowbush Golf Resort. Although rated as a beautiful course - which it is - the course was covered with some serious bugs. And, I'm not talking about your average mosquito or black fly, but some blood-sucking vampires the side of a finger nail.

5-holes in, I had about 30 bites. We played "tee it up, smack it, smack IT" golf. Ergh. It was not a good experience at all...(Fortunately for me, the other pair with us had some bug spray)...I still have some war wounds.

So here was my complaint to Crowbush via email after the trip:
1. Why didn't they tell us when we checked-in that the course had some serious bug issues. ( I would have bought some bug spray)
2. Why didn't they give us a sample size bug spray (OFF!, you listening to this marketing opportunity?)

Crowbush did get back to me and gave us two free rounds. I guess this is okay, but it really ruined the whole experience - enough to never go back.

So, here is the direct mail piece. Earlier this week, I got a fancy nice postcard from Crowbush promoting their Masters Champions with Weir and Singh. Hm? I wonder how and why I made it on that DM list. Why this contact after two years? What type of customer I am to them?

Crown Royal Highway-Web Ads a little...drunk

On your way to the beaches, on Lakeshore Road (east of Jarvis)...you are bound to come across the Crown Royal billboard.

It is a bit confusing, or to some, I can see it as enticing. It is a simple ad with a bottle of Crown Royal and a huge call to action to visit their website - crownroyal.com/golf.

I of course, went home to see what the ad was all about...golf something? Some type of fun interactive golf game? Something to do with daddy day?

Ergh. Another site that fails.

Due to it being alkie, the first page has the typical 'enter age' fields. But unfortunately, there is no connection (except for the bottle of CR) between the ad and this landing page. This was pretty frustrating. I was really hoping there would be something that would make me want to continue...to 'enter'

Although I didn't, I wanted to see if there would be something on the actual site that would have a better connection to the Ad.

It was a little bit better, but I was still left confused as to what I was doing there? Am I there to enter a contest, to join their drinking society or to buy some of the goods? I was lost and I was only on page 2.

What was that call to action again? I forgot why I came...but I know why I left.

Furla Does DM

I bought a Furla bag a year and a half ago. It was in the Greenbelt District of Manila (similar to Yorkville). I probably used my credit card when I purchased it, but pretty sure I didn't give them my address or any other contact details.

Well on Friday, I received a really nice direct mail piece from them. A simple postcard stating that they are celebrating their 80th anniversary so they are having a 40% and less sale at their Furla stores.

How did they find me? Or were they even looking for me? Or, does my neighbourhood fall under the areas within their demographic?

Either way, this is the first DM piece I have received from a super high end retailer without actually subscribing to their mailing list...I wonde rif more is to come?

My City, my town

Toronto Aerial 04
Originally uploaded by photosapience

Over the last few weeks, I have been feeling a little tingling sensation to move...move out, move away...move. leave. jet. be gone.

But, how can I?

Rabbits for Sale

A few weeks ago, my best friend and I did a short road trip to Collingwood. We past by a farmhouse that had a sign that said "Rabbits for sale." Here is our short but sweet conversation. (I think there is marketing lesson hidden here).

Friend: "Ah look - Rabbits for sale!"
Me: "Oh, they're alive?"
Friend: look of horror...

...and then I came across this, which made me giggle (don't worry Arieh, it is safe to open at work).

The Aveda Experience

The Aveda experience is definitely different from most salons...actually, it is really different, if not, a lot better than most high-end salons I have been too.

Although I am an Aveda / Civello client - I decided to try the Aveda Academy (which is a hop, skip and a jump from my office) to get a refresher cut. Nothing crazy, just a few inches off the old mane.

The Academy provides recent stylist and colour graduates with an apprenticeship program where they get to learn and practice their trade. This can be very scary for clients since they have a 'student' cutting their hair...and when I first read it, 'a marketing risk' for Aveda. Why? Because they are students and can mess up. Plus, can the student deliver of the 'experience.'

Well, let me say now (just in case you don't read the rest), that is was a better experience than I have had at other Aveda salons...yup.

Here is the rundown.

10:50 am - Arrived on time and had to sign a short waiver that stated "I know I am getting a cut from a student." I asked the sales clerk if there was anything I really needed to know...and she said, "If you have any issues 48 hours after your cut, you are welcome to come back for a fix." nice.
10:55 am - Greeted my the adorable Tyler - from St. Thomas...next to Lambeth Ontario.
11:00 am - We chatted for a bit and then discussed what I wanted to get done.
11:05 am - Tyler discussed the cut with the professor. Prof asked a series of questions and got approval on what he was about to do.
11:10 am - Tyler escorts me to the change room to put on a mock.
11:11 am - He lets me smell 3 organic massage oil samples to choose...scalp, neck and shoulder massage commence - YUM!
11:20 am - Hair wash - at which Tyler gives me a quick rundown about what is 'in' the shampoo's, how they are organic and the mantra of Aveda.
11:25 am - Hair cut commenced..at which we spoke about several things...he is a great talker.
NOTE: Professor making constant rounds to make sure everything is going well.
NOTE: Was offered coffee, tea or water...
NOTE: Music not the best but listenable.
11:50 am - Hair cut is over...prof comes in to take a final look. He has a few comments for Tyler, but all is well...the world can continue to spin.

By noon, all was done. Tyler, who was very excited about a morning class offered to give me a quick makeup refresh...at which I let him since he had immaculate make-up on. Nothing fancy as I had to return to the office.

Loved it. I would definitely return.

PS. Cost $31.25 (not including tip)

Whole Foods podcast is all about content

I thought that WF's podcast would talk about how good all natural, organic products are...I thought wrong.

After carefully listening to over a handful of their podcasts, I pleasantly came to realize that they really are only trying to do one thing - educate the customer on new, different products...(my fave is the podcast on sea salt).

They speak with a variety of experts that specialize in the product of the day, but in a very third-party educational tone. The timing is a good length, most between 4 - 10 minutes.

The site itself uses some great social networking tools like technoratic, delicious and digg...and some great old school tools like send-to-a-friend and a rating system.

They have found a repeated listener in me...

Good Vibrations

I was absolutely speechless when I saw a commerical for this product. (...and if you know me, it takes a lot).

PS. I love the site!

Mobile Suicide

Prior to telling most of my pals not to text me (about 2 years ago), I was getting about 10+ messages to my phone. I hated it. I had a hard time managing vm, tx and simply just chatting - all at the same time. I felt bombarded. I kept my phone OFF.

So, my pals stopped trying to contact me via mobile...for the most part.

Over the last year, I have slowly started to use my mobile again...and am even starting to remember to keep my phone on (due to friendship pressures). I am trying to not get addicted, like most of my pals...but it is hard.

This morning, I opened up my Facebook homepage and was greeted by the Facebook mobile application. Hm. Tx messages of updates, messages, pokes, changes etc. Hm.

I can't access Facebook from work so I only really go into the social site about 3 times a week. My invites, messages etc gather in my inbox until I am ready to commit a 1/2 hour to the tool. I get over a dozen of these a day...if not more.

So, the questions of the day is, do I commit mobile suicide and sign up?

Home Depot cannot make TV to online connection

I saw a really cute commercial last night for Home Depot. A bunch of kids (boys) go into a Home Depot and start playing with stuff...like they were toys. By the end, a few of the little boys go to pay and bring out their home depot gift card...pan up...the kid is now a man (dad...father...daddy).

And like so many commercials, you are encouraged to go to their website specially for father's day - http://www.homedepot.com/webapp/wcs/stores/servlet/Navigation?storeId=10051&categoryID=501660&langId=-1&catalogId=10053

What a disappointment. All there was were a bunch of men designated as "Tool Dad," "Gadget Dad," etc...you get the picture. Blah! Blah! How so unremarkable.

It would be great if there was a quick "what is your dad" survey or Q&A? Heck, make the survey interactive with other fun games like "fixer-uppers in the house"...etc. Some type of personalized gift card where the dad would receive a FREE dad gift when they use the card...that would be nice. Something other than the very dull "choose the gift card and the amount." ergh.

Students & Wiki's

Two of my best pals are taking their M.ED's at UofT. I don't see them on Tuesday and Thursday because they are in class.

I got a chance to catch up with one of them and she annoyingly said, "I have a wiki project due."

A wha? I was excited?

"A wiki paper."

Schweet.

So, her and the other 15 in her class are collaborating on a specific topic via wiki. They must all provide content to the online paper and are graded based on how much they contribute and no doubt, the quality of what they contribute.

PRO's:
1. Makes it easier for a large group to work together.
2. A great experiment for large body of work on one topic.

CON's:
1. People one-upping each other for better content...at the last minute.
2. Rules? Timelines.

PS. I will let you know what grade my pals get.

Nike Runner's Lounge - Everything is Free

On a walk downtown this weekend, I stumbled upon the Nike Runner's Lounge in Summerhill - a free hangout for runners. It is the second location in the world. The first one is in Vancouver.

So what's free?
- Gatorade
- running shoes (you have to return)
- clothing (you have to return)
- iPod with +Nike (you have to return)
- use of laptops to track you +Nike
- use of lockers
- seminars and speakers
- space!

I had a few minutes to chat with the lady managing the place and she said it really is a place where runners can hang out after or before a run. They don't sell anything, but you can try everything.

I thought this was a neat next step from their popular and user-friendly +nike. Through +nike, runners can track their runs, plan their runs and the last enhancement was to see other runners' runs...now, a place where runners can meet other runners. Great for community building for an otherwise individual sport...great for product development and more obvious guerilla marketing. I am interesting to see if this takes over the already popular Running Room series across the city and located down Yonge in Rosedale.

PS. The are not open in the morning which I found really peculiar since a huge majority of runners in the city do so at sunrise. Wonder why they chose not to serve this very popular market.

I don't shave my legs

I don't...I wax.

But, I am intrigued by the Schick Quattro for women online campaigns that I have seen a few ads for.

There is the Match.com or URL girlsguidetodating.com. You are greeted by Juliette. A mid-thirties girl who looks a bit weathered from dating herself...she does look like she know a few tricks. She offers some dating advice, tips and tricks. The usual schtuff that you hear when you listen in on girly girl conversations (you know you do!). There is a quick Q&A dating game, a calendar reminder for your dates and a dating cheat sheet (for you purse!). Another fun item is the 'escape' call. You can set up a call from Juliette as an excuse to get out of your date. Fun right!

Other than Juliette, The Girls Guide to Dating is by no means a fancy site - it is pretty dull and straightforward. But the content is pretty damn funny. They usual tricks but with a great spin.

I think 'girls' would get a kick out of playing with some of the features of the site, just enough playing to get they to remember the razor.