The last bell of the high school year just might be the sweetest sound in existence. When we think about it we can’t help hearing School’s Out, Alice Cooper’s anthem of teen rebellion, playing in our heads. After that bell, it’s work hard, play hard for two months. Hell yes.
As people whose primary function it is to entice people to embrace a brand, accept an idea or to buy a good or service, we sometimes have to take a moment to wonder why perfectly reasonable organizations resort to deep discounting just before the holidays and immediately after.
The leaves have fallen from the trees, exposing the network of branches they once concealed - obscuring the bustling ecosystem beneath them. With winter coming, the tree is exposed on its own: a trunk, branches and twigs.
Anyone over 40 will remember Red Rose Tea, for a while in the last century, the quintessential Colonial Canada Tea. Tea so British that the English were disappointed it was not available to them.
It's getting easier and easier to spot relevant marketing these days. Not because there's more of it, but that it sticks out by its rarity.
The 11 Days of Remembrance are not a time for crass marketing. But that doesn't mean we can't market. For charitable organizations like the Royal Canadian Legion, which presides over Remembrance Day ceremonies in Canada, tone makes the difference between engaging people and enraging them, especially when the organizations’s cause is an emotionally difficult one.
Sometimes, trying too hard increases the odds of things going sideways. This principle is definitely true in marketing. In our world, the path of good marketing is narrow (although not necessarily straight) and the wilderness is vast.
Ah, September, when a gentleman farmer’s fancy turns to making it rich in the wine business. Of course, many of them will say it’s a “labour of love,” but we suspect that’s code for not making any money – to the point that they hold down other jobs during the year to cover expenses.
In essence, a press release is a self-contained news story that a person or organization sends to media to solicit coverage -- anything from the launch of a new product to an annual donation for a local cause.
Lessons from the roadside classroom: Bring it to the people. Customers pull over for personality and practicality.