Why brand awareness is a key part of complex marketing

Lisa Shepherd of The Mezzanine Group talks about the shifting awareness of the need for broader marketing tactics

Why brand awareness is a key part of complex marketingLisa Shepherd is founder of The Mezzanine Group. How are mid-market companies changing their view on the role of marketing and its impact on business? Shepherd: Companies are changing their views on exclusively focusing on lead generation as the sole outcome for all marketing activities. Historically, companies primarily saw the marketing function as distributing promotional…

All the food we eat has been modified by humans

The world of food marketing is full of deception. The truth is there is very little that’s 'natural' about our food, but that doesn't make it dangerous

All the food we eat has been modified by humans“All natural” is a food marketer’s delight. Customers love it, the words generate positive thoughts, and there’s no official definition or standard at all. It means whatever you want it to. That’s why so many food products have the word “natural” somewhere prominent on their labels. The word sells product and represents a free-for-all for…

Tips to finding a good (business) story to tell

Stories are a compact way to communicate vividly, practically and persuasively

Tips to finding a good (business) story to tellStories are a compact way to communicate vividly, practically and persuasively. You can quickly capture people's attention, illustrate abstract principles in action, and appeal to emotions. However, telling stories well is often easier than finding good stories. Almost all of the books, articles, websites, and storytelling conventions on storytelling are about how to craft and…

Senate must finish the job it started to help Canada’s kids

The Senate has delayed for eight months its final vote on restrictions to food marketing to children

Senate must finish the job it started to help Canada’s kidsBy Peter Mansbridge and Yves Savoie “Delay always breeds danger; and to protract a great design is often to ruin it.” Miguel de Cervantes put this astute observation in the mouth of his most famous literary character, Don Quixote. Though written more than 400 years ago, the lesson applies very well right now to the…

Blurring the lines in the protein battle for consumers

With the help of the new food guide, Canadians are looking differently at protein sources. That doesn't mean beef is doomed, but it will have to adapt

Blurring the lines in the protein battle for consumersPlant-based nutrition is alive and well in Canada, according to a recent poll. The poll from Angus Reid Global, in partnership with Dalhousie University, found that by April 2019, 38 per cent of Canadians had tried a plant-based protein food item in recent months. British Columbia had the highest rate, at 44 per cent, followed…

How to nail the ‘Tell me about yourself’ job interview question

Answer in professional terms primarily; prepare, rehearse and then relax. Just let your personality and qualifications shine through

How to nail the ‘Tell me about yourself’ job interview questionOne question always makes an appearance at job interviews: “Tell me about yourself.” Almost without exceptions, candidates struggle to come up with a good answer. It’s almost as challenging as that other dreaded interview question: “Where do you see yourself in five years?” Fortunately, there are ways to answer that are sure to impress any…

Arcade-like fun can help you save money on groceries

Loblaws introduces retro online game that allows you to accumulate PC Optimum points

Arcade-like fun can help you save money on groceriesYou won’t find this game in any app store. But there is a payoff for playing. You earn 500 PC Optimum free points every day for simply practising your hauling skills while playing No Frills’ Hauler: Aisles of Glory. It’s the latest clever marketing campaign from grocery giant Loblaws, which owns the No Frills stores…

The modern PR movement depends on influencer marketing

Rachel David of Hashtag Communications talks about how the marketing industry has evolved

The modern PR movement depends on influencer marketingRachel David is founder and CEO of Hashtag Communications. What is Hashtag Communications and what do you do? David: We are like a modern-day PR company. Companies like Google, Manulife, Best Buy, Sony, Bell, Huawei, you name it, they corporate brand and they call us. We act like an in-house consultancy for these brands and…

Lack of vaping product marketing regulations endangers kids

Vaping comes with serious health risks, just like other tobacco products, but the Ontario government doesn't seem to care

Lack of vaping product marketing regulations endangers kidsAs a clinician and researcher in the field of tobacco control, what I see happening with vaping marketing and promotion is déjà vu of the very worst kind. It’s pervasive and insidious. And in Ontario, we’re failing our youth by permitting it. Over the last 30 years, we have fought many policy battles with the…

Hey, Google! Why is the food industry in trouble?

The rise of voice-activated searches throws the traditional food marketing model out the window

Hey, Google! Why is the food industry in trouble?Your voice will likely become food retailers’ and restaurants’ most significant focus over the next while. Voice searches are increasingly the norm. A recent study suggests that more than 20 per cent of all online restaurant searches in Canada are voice activated. To a lesser extent, grocery shopping is also done through these devices. Since…