Categorized Marketing

The campaign for the Airport was built upon the concept of “Abbotsford to Anywhere.” Not only did we like the alliteration, but more importantly, we loved the open-ended possibility it provided. The new slogan presented a world of possibilities, was memorable, and fun. The campaign for the Airport included transit ads (bus & skytrain platform posters). Two concepts/campaigns were originally presented to our team at the Abbotsford Airport; both were well received with the second concept expected to be developed in the fall.

We built our creative work around the ability to choose the location for our ad placement. In each case, we selected a city and tied it with a location. For example, Surrey to St. John’s or Abbotsford to Amsterdam with each of those specific ads appearing in the mentioned city.  Beautiful and dynamic photos of destinations, combined with the message of “Abbotsford to Anywhere” works to instill a sense of wanderlust and a connect to anywhere in the world. Read More…

The now popular acronym WIIFM (pronounced wiffim) is a product of our “me generation” with instant gratification and motivation to act, only coming after a clear understanding of the up side of the equation. We see it all around us, an attitude of only doing something if there is a personal or monetary reward attached to it.

So what does that have to do with marketing you ask? EVERYTHING! If your marketing and advertising message does not answer this fundamental question, your prospects simply will not take action. It’s not often that you are able to provide a brand new product that everyone needs with little or no competition. Therefore, the overwhelming odds are that your prospects are currently buying from a supplier offering a similar product or service line as you are. So… what’s in it for him? Why should he switch? What makes your offering better? Read More…

It seems everyone is “brand building” these days. It’s one of those buzz words that has caught on in the business vernacular like “thinking outside the box” and “moving forward” although not nearly as annoying as those examples. But what is brand building anyway? We’re all pretty familiar with the concept of brand loyalty and the myriad of ways companies try to keep us coming back, but are we as clear about how to build our brand awareness in the marketplace? Read More…

Direct marketing in a B to B environment, if done correctly, can prove to be one of your best marketing strategies. Done poorly, and it can be a tremendous drain on resources resulting in lost opportunities for future sales.

When we talk about direct marketing, we most often think of direct mail both conventional and email but the execution of the campaign can be as simple or as complex as one can imagine. Here’s a list of 10 key areas to help make your next direct marketing campaign a success. Read More…

There is an old adage by John Wanamaker considered by many as the founder of modern advertising that states, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” may have been quite true in his day, but times have changed.

The demand for increased marketing effectiveness coupled with tighter and tighter marketing budgets means hotel chains and individual properties alike must justify every marketing dollar spent. In order to do that, they must have the ability to analyze campaigns quickly and accurately to make adjustments where necessary to increase ROI. Of course agreeing where to spend those resources is another matter. But with accurate information, you will be ready to make those decisions. Read More…