CMYK Solutions Inc.

Listening to Clues to Spot Marketing Opportunities

May 18th, 2012

CMYK Solutions is a big supporter of the Tourism Richmond Service Awards. These awards, which are held at the River Rock Casino in May, celebrate the best in customer service in the tourism industry.

This year we were part of something magical by being in the right place at the right time and having the forethought to realize what a great marketing opportunity had presented itself.

Nat and Drew, from 95.3 FM were the Emcees again this year. They are fun, engaging and because 95.3 FM is in Richmond, they are a natural fit for these awards.

Combine this with the fact that Stephen Plunkett, Executive VP of Communication and Technology, Boston Pizza International was the keynote speaker and you have a recipe for something great to happen.

Well, it did. When Stephen finished speaking, Nat and Drew started going on about how much they loved Boston Pizza Perogy Pizzas (well more Nat than Drew, but you get the picture). This is when the magic happened. Because I happened to be sitting next to Stephen, I leaned over and suggested that ordering a pizza to be delivered here and now would be a great thing to do. The Boston Pizza team took this and ran with it. They phoned the Ackroyd location and had the pizza delivered just as Nat and Drew were starting their closing remarks. Stephen even went up on stage to deliver it himself.

The applause was wonderful, the moment perfect and the next morning, Nat and Drew were on air talking about the event. The free media that Boston Pizza received was worth thousands of dollars.

CMYK Solutions loves working with our clients to seize the moment. In the end, isn’t it all about setting up the possibilities to Get YOU Noticed!

Labeled under Getting YOU Noticed!, Marketing | Leave a comment »

Brilliant Marketing Comes in all Shapes and Sizes

April 19th, 2012

A form of marketing that many people tend to forget about is Guerrilla Marketing. The Wikipedia definition should be augmented by saying that Guerrilla Marketing, at it’s core, is about use of unconventional methods to promote brands within a controlled space and time frame to develop greater brand loyalty.

Shock value is not enough to develop long term attachment to a brand using these techniques. There needs to be interaction, instant brand recognition, value to audience and relevant messaging in order to have the event resonate in harmony with the intended audience.

Coca Cola proved once again why they are the premier brand worldwide. After all, in the end it is all about Getting YOU Noticed!

Labeled under Getting YOU Noticed!, Marketing | Leave a comment »

The Value of Communication. . . Are you getting good ROI?

April 9th, 2012

We live in a digital world. . . I get that. If I ever need a reminder of this all I need to do is look for my son and I will usually find him engrossed in his IPod Touch.

My question is, with all the time we spend on line viewing emails, websites, blogs, Twitter feeds, Facebook, Google + and texting, how much time are we spending really communicating?

How deep a thought can you ask and answer in 140 characters?

How meaningful a conversation can you have texting your BFF?

When you comment on a blog, does it lead to a two way dialogue that further probes the question or better yet, are your comments even acknowledged?

I believe the true art of conversation and dialogue is becoming lost on society. Very few people pick up a phone to find out what someone REALLY meant by a posted comment and because of that things are misinterpreted, perceptions are formed and acted upon that have little to do with the original intention of the initial discourse.

We answer a point quickly and move onto the next subject. WHY? Are we so inundated with information that we do not feel we have time to truly delve into the meaning of a query? Do we focus on the trivial and not take the time to understand that which requires more thought and contemplation? I would say YES, but how is this benefiting society?

We are not taking the time and the effort to properly communicate our wants, needs, desires, fears and aspirations and because of that we have been reduced a world of 30 second or less sound bites that mostly miss their mark.

As a marketer, how do we get people to care about what we are trying to communicate about? How do we move people beyond the 140 character glib response and get them to delve into the value of the brand to them? If we cannot get people to care and show them why whatever we are communicating has meaning in their life, they will quickly move to the next piece of data put before them.

It is our role as marketers to truly understand the brand, it’s value and how that value can best be presented to various groups of clients. We cannot rely on a single marketing technique or a single medium to do so. To truly get people involved on an emotional level requires appealing to all five of their senses. We have to relearn to communicate to them in ways that are meaningful and relevant to them. It is not about being tech savvy or not, it is about realizing that different people hear the same phrase differently depending on how it is presented to them. By realizing this and catering your message to their needs, you will find them far more receptive to your messaging and call to action..

Let us work with you to find ways to help you communicate in a way that will get you heard and make you understood.

In the end, it is all about Getting YOU Noticed!

Labeled under Getting YOU Noticed!, Marketing, random thoughts | Comments Off

As we close in on Earth Day, are we really being green or is it just a marketing ploy?

March 28th, 2012

More and more of my clients are asking for more eco friendly ideas for their marketing solutions these days. However, when I ask them how this dovetails with their brand and their mandate, I usually get some blank looks coming back at me.

Being “green” can be seen as a good marketing ploy these days, but if it is not sincere and reflected in the rest of your brand and marketing communication, then it is seen as empty promises by those you are truly trying to influence.

With all marketing programs, you need to start with the brand objectives. If reduce, reuse and recycle are part of your mandate, then shout it from the rooftops. Show people how you live the brand and the mission through your marketing and branding efforts. Educate yourself as to what options are available in all facets of your procurement. From recycled memo pads and biodegradable pens, to signage made from recycled glass. You can even create uniforms that are made from eco friendly materials. Here is a great one page reference guide to start you off. Please feel free to download it and send it to those you feel will benefit from the information.

The trick is to be sincere as to who you really are when marketing your brand. Own the space you are in and market accordingly. In the end, it is the best way to Get YOU Noticed!