Grow the Mo

A short Q&A with Adam Garone, Co-Founder and CEO of the Movember Foundation. Adam will provide insights on Movember's global brand strategy at the BCAMA Grey Vancouver Speaker Series event on Tuesday, November 3.

1. What is your favourite style of Mo?

Per the attached style guide, my favourite Mo style is Undercover Brother.


2. What has been the most rewarding moment for you?

It’s when we hear about how Movember changed or saved a life. It’s when we receive e-mails from guys explaining how their Movember experience prompted them or their Dad to head to the Doctor and get screened for prostate cancer. Its building awareness of prostate cancer, creating knowledge and empowering men to take action. 



3. What do you hope attendees will remember most about your presentation?

How to manage and leverage a brand in new media like Facebook and Twitter.

Click here to learn more about the event and register.

Attendees at Tuesday's presentation will also have a chance to win some very cool Movember prizes, including cuff links, t-shirts, and necklaces. We look forward to seeing you on Tuesday!

Pure Networking - An Engaging Evening

Special guest post by BCAMA member Rich Porayko, founding partner of Construction Creative, a Metro Vancouver marketing and communications agency.

The BCAMA Pure Networking event on October 8 was appropriately named; it was PURE networking. There is something about meeting in person over drinks and tapas that can’t be replicated by a social networking website. I have since summed up the sold out event to colleagues and friends as networking on steroids. Wisely held at intimate and upscale Whineos at Granville and Nelson, the place was already hopping when the party officially kicked off at 6:00 PM.

As a newly returning member to the BCAMA, I am veteran volunteer of social business meetings however I have never attended a professional function even close to the Pure Networking event. It’s safe to say that 100% of the people I spoke with were having a great time and indicated they would come back again.

Trina Mousseau, Creative Account Specialist for Inventa, shared her thoughts, “What I love about BCAMA events is that they are very well organized and are always strongly supported by very high caliber professionals. This has been great!”

First time BCAMA event attendee and Marketing and Events Coordinator for Globe Foundation Randall Cook agreed, “I just wanted to see what it’s all about and it’s great! Our office is close by and it is really, really convenient.”

With over 100 A-Types in the same room, everyone had their game face on and the mood was extremely upbeat and friendly with lots of smiles and welcoming faces. There was a positive buzz throughout the packed room and it was clear that confidence and optimism in the local industry was very high.

“I love it,” said first time BCAMA participant Asmin Chen, MBA Candidate 2010 and President of the Art of Selling and Negotiation Club at UBC’s Sauder School of Business. “I’ve heard so much about these events. A lot of people recommend BCAMA events to students starting their career as a great place to meet professionals in the industry.”

Steve Kim, BCAMA board member and President of Boilingpoint Communications, knows the value of attending the Association’s events, “Networking events like these provide the opportunity to meet like-minded people in a friendly and fun environment.”

Ashish Gurung, CEO Nu Experience Design explained his company comes to BCAMA meetings to network with marketing people, “Our company doesn’t create the strategy, however we create the tools that marketers use to communicate their message and this is a great venue to reach those marketers.”

Returning BCAMA event participant and CEO for QuickMobile, Patrick Payne summed it up in two sentences, “I came last year and this is a great event. This is pure networking.”

In addition to agreeing on the networking aspect, the people I spoke with were also very happy with the value. Pure Networking was a fun and informal night out at a cool boutique lounge seeing old friends and making new ones. All for only 15 bucks and it included a free drink and a ton of delicious tapas.

I look forward to attending the next Pure Networking event in late November.

Rich can be reached at richp@constructioncreative.com

View his profile at: www.linkedin.com/in/richporayko

Thanks to all the marketing professionals who gathered on Tuesday 19th September, to recognize BC Hydro’s as the BCAMA’s 2009 Marketer of the Year. Here’s a number of pictures highlighting the evening! Feedback from attendees was that the evening was an overwhelming success and that an excellent night was had by all. Congratulations again to BC Hydro!

BC Hydro Wins Marketer of the Year 2009!

Join us in celebrating the 39th Annual BCAMA Marketer of the Year – BC Hydro. Armed with an innovative approach, creative vision and passion for sustainability, BC Hydro is being recognized for its marketing strategy, out-of-the-box style and delivering a progressive marketing campaign with significant community impact.

BC Hydro's marketing success is truly a story for the ages!

There's still time to get in on early bird pricing, so don't delay. For all the details, click here.

Are You Up To Speed?

Like all things in life these days, time is short and always of the essence. This rings true for marketers. We seem to always find ourselves under constant time constraints and burning the midnight oil to make tight deadlines. 

But like all good business people, marketers also understand the power of networking. We all know it takes only one good relationship to open opportunities for sales or advance one's career, but finding the time to network can be extremely tough. So at times, you have to make the best use of your time and work the floor to meet as many people as possible. 

At last week's BCAMA AGM, we had our first Speed Networking event.  Patricia Wu, our director of Special Events kindly passed along some tips from the event. They make for great pointers for anyone looking to speed network or, at the very least, refresh themselves on some basics.

10 Tips For Speed Networking Success

1. Have the right tools

Bring lots of business cards, a pen and the right mindset (smile, make eye contact, and remember a firm handshake)

2. Think about your goals

Be prepared to have one or two.  Are you looking to hire? Looking for general contacts in the marketing industry? Are you promoting your business?

Make it easy for someone to help you. The more concise you are in the descriptions of yourself and your goals, the better your odds for success.

3. Know short statements about yourself

Just like elevator pitches, it pays to prepare a few lines about yourself and your business/company/service. Think about what you are looking for and how you can benefit others as well.

4. Practice the art of the business card

Always have yours ready to give out. After meeting someone, read the business card of the person while chatting. This shows interest and helps you to remember his/her name. Take the time to write a brief note while the other person is talking. And try to separate yours from the ones you receive.

5. Help others and get leads yourself

Goodwill goes a long way. After meeting someone, if you see an opportunity to help them with their goals, please do. Chances are the favour will be returned.  It might not be tomorrow, but you might benefit in the months to come.

6. Make time after an event

You might only have enough time to chat for a few minutes, so ask people to talk in greater detail after initial introductions. This opens more time to meet more people and sets up a quick next step in nurturing a business relationship.

7. Don't miss potential synergy

Always think about future endeavors. Be direct and propose a date and time. 

8. Follow up 

It's easy to brush it off, but take the time to send a thank you email to initiate additional communication. If relevant, think about inviting new contacts into your social media networks like LinkedIn.

9. Be professional and courteous

No brainer here. This isn't speed dating, so remember to keep your level of professionalism high.

10. Have fun and be yourself

Networking is about making a connection, so have fun and your positive vibes will be infectious.

So if you have the need for speed, remember some of the points above as they will go a long way to helping you achieve your goals.

BC's Ad Industry Continues To Impress

Congratulations to all the BC Advertisers, Agencies and individuals that did us proud at the 2009 Marketing Awards!

They are:

• Excellence in Brand Creativity: Red Bull Canada, Vancouver | Sid Lee
  
• Television Campaign: Silver - BC Dairy Foundation | DDB Canada, Vancouver 
  
• Television Single Product: Silver & Bronze - BC Dairy Foundation | DDB Canada, Vancouver
  
• Cinema: Silver - Vancouver International Film Festival | TBWA\Vancouver, Bronze x 2 - BC Dairy Foundation | DDB Canada, Vancouver
  
• Other Broadcast: Silver - DDB Canada/Tribal Vancouver
  
• Radio Single: Silver - Mr. Lube | Rethink, Bronze - BCAA | Rethink, Bronze - BC Lions | Rethink
  
• Magazine Campaign: Bronze - Dose.ca | Rethink
• Business Press Single: Silver - The Canadian Press | Rethink, Bronze - Tribal DDB Vancouver | DDB Canada, Vancouver
• Newspaper Campaign: Bronze - BC Lottery Corporation | TBWA\Vancouver
• Newspaper Single: Bronze - BCAA | Rethink, Bronze -Wagstaffe Autobody | Rethink, Bronze - BC Lottery Corporation | TBWA\Vancouver
• Non-Traditional Advertising Campaign: Gold - Keys Please | Rethink
• Non-Traditional Advertising Single: Silver & Bronze - Science World | Rethink
• Andy Rodgers Award For Public Service: Silver - The Looking Glass Foundation | DDB Canada, Vancouver
• Public Service Print/Out Of Home Single Or Campaign: Silver & Bronze - Offsetters | Rethink
• Public Service Radio Single Or Campaign: Silver - Emergency Communications for Southwest BC | TBWA\Vancouver, Silver & Bronze - Special Olympics Canada | Grey Canada, Bronze - The Looking Glass Foundation | DDB Canada, Vancouver
• Public Service Television Sing Or Campaign: Bronze - Alberta's Libraries | Rethink
• Craft Awards: Performance - Mr. Lube | Rethink, Art Direction - BC Dairy Foundation | DDB Canada

For more information, please visit www.marketingmag.ca.

Also, with so much talent in our midst, we look forward to highlighting our talent at our annual Marketer of the Year event set for later this year.

AGM, Networking & Party Oh My!

Only days left before our much anticipated Year-End Party and Speed Networking event set for Thursday, July 9th at V at Earls Yaletown. Come early to take in the AGM Presentation, meet the new Board, mingle with your peers and enjoy the appies and bevies.

To learn more or to register, click here.

Hope to see you there!

Events & Blogging : A menu for success...

Although not a new idea, adding social media relations activities to your events is an excellent way to generate additional exposure, not only pre event, both during and after as well. Of course, sending an advisory or invite out to media, regardless of platform, is a key part of any PR strategy. This goes without saying. However, more organizers are also paying close attention to inviting bloggers. For instance, late last month, the Glowbal Restaurant Group hosted the launch of a new alcoholic beverage, Thai Mekhong Whiskey, at their Sanafir location on Granville. Urban Bella Marketing Group, which helped to manage the launch for the Bacchus Group, took full advantage of the event to invite local bloggers (and Tweeters for that matter) to take in and write about the event, which included Thai boxers and other cultural elements.

The result? Local blogging heavyweight Hummingbird604 and the BC Beer Blog were in attendance taking in the sights, sounds and tastes of the night.

The take-away? Don’t discount the power of the blog. Regardless of your next event, whether it’s a press conference, a product launch, or even a tradeshow booth, integrating a social media strategy into your overall PR mix is an easy, cost-effective method to help raise awareness in today’s converged media world.  

Photo Credit: Brian K. Smith Photographer

bing.com

Without much fanfare (outside technology circles), Microsoft launched bing.com, their new search engine designed to help people make better decisions. I know I can sure use the help at times.

It’s no secret that Microsoft wanted to increase its position in the online search world. Just think back to last year’s Yahoo! drama. So, it should come as no surprise that they moved forward with their own online property.

Launched on May 28, 2009 (deployed worldwide on June 3), bing.com is dubbed as a ‘Decision Engine’, as opposed to a search engine. Interesting positioning indeed, and in some ways quite ingenious as it helps to focus on what users do online. 

First, we surfed. Then, we searched. Now, we decide. Over the past few years, there have been numerous reports stating that users (consumers and business) use the Internet to research items so they can make more informed purchase decisions, whether online or in-store. I know I do this as well.

But, regardless of my thoughts on their positioning, it’s time to focus on the real questions at hand: 

Does it really work better than the rest? 

It’s still pretty early, but some prelim tests (very informal) performed by yours truly seems to suggest it’s results are comparable with Google and Yahoo!.

Will online users switch, or at least incorporate bing.com into their search mix? 

Good question. I know in the past, I used to use a number engines in my quest for information, but lately, I’ve been using one. But understanding that bing.com focuses on four key vertical areas (making a purchase decision, planning a trip, researching a health condition or finding a local business), I might be inclined to try. Though I’m iffy on this right now. 

The user experience seems to be similar to the others. But, they have included an additional navigation feature on the left side of each page that offers helpful search options for the user. Plus, each search result is categorized on the page so finding the right type of info is, I must say, easier.

Can marketers gain advantage using this tool over its established competitors? 

Another good question. I can’t help but think of the saying, “If you build it, they will come.”  Let’s face it, if people come, then marketers will incorporate bing.com into their search marketing and SEO (search engine optimization) mix. Without a doubt. Moreover, since it’s focused on purchase related decisions it certainly lends itself well to advertising efforts. In fact, there are already sponsored sites (akin to Google Adwords) at the top and sides of each results page.

But I must admit, although I checked out the back-end admin (adCenter) for marketers to use to manage their ads, I didn’t spend a lot of time playing around with it, let alone create a Pay-Per-Click (PPC) ad campaign. Like its competitors, it was easy-to-use and offers the right type of intelligence we need to continually improve our work. They do offer case studies to review as well.

I’m always amazed at the incredible pace of change technology has brought to our marketing lives. Since I started using Yahoo! In the mid/late 90s, I’ve had the chance to see search engines, and marketing tactics using them, evolve over time. It’ll be interesting to see the type of response Microsoft’s entry will garner from the big players. At the end of the day, if we all can make one better decision a day, then it must have some value.

At this time, I would like to ask for your thoughts on bing.com. Will you use it? Do you like it better? Have you already created a campaign?

- editor

Social Networking Forecast: Success can depend on your Circle of Friends

A recent report by eMarketer suggests that US social networking ad spending will fall by 3% to US$1.14 billion in 2009 from US$1.18 billion in 2008. Significant if one considers that year-over-year spending grew by an estimated 33% in 2008 and 129% in 2007. 

The major culprit for the overall decrease? MySpace. Due to a drop in recent traffic figures, eMarketer predicts revenue for MySpace to drop 15% this year to US$495 million compared to an estimated $585 million in 2008. However, there is some positive news out of this as Facebook is expected to increase its ad revenue to about US$230 million, a 9.5% over 2008. 

So, what does this mean to marketers? Two things:

First, not all social networking sites are created equal. Investing in a social networking ad campaign requires careful planning on targeting the right audiences, which means putting in the time to carefully weigh out your options and prioritize your dollars. Basic marketing fundamentals, I know. But it’s easy to get caught up in the social media frenzy and target sites based on their overall member numbers without looking deeper at the quality and relevancy of their demographics in regard to your objectives. 

Ask yourself, “Which site has the right members (demo + size) for our campaign?”; “Which site offers the right ad formats and placements to help deliver better results?”; “Are there case studies available (from the site itself or from customers)?” 

Second, now that social networking has been the buzz for a few years, people are getting savvy in creating and delivering their messages. Everyone understands that social networking sites are based on creating and maintaining friendships. No arguing that point. But it’s a key one to remember. For like all friendships, they take time to develop and nurture. Which means that most marketers who are successfully leveraging these sites are putting in time and resources into building lasting, interactive relationships with members based on trust and two-way communication. Rather than relying on ads (which still work for various types of campaigns), marketers are including social media relations in their strategy* and allocating budgets for people (in-house or outsourced) to manage these activities. 

Case in point, eMarketer mentions a survey by Forrester Research, which found that 54% of marketers plan to increase their investment in social media in 2009. So, although ad spending will decrease by 3% this year, marketers are still looking to increase their overall investment… interesting. This certainly highlights the importance of including social media relations initiatives, above and beyond ads, as part of your overall social networking strategy.

So, whether you’re new to social networking or a veteran looking to enhance your programs, keep in mind the old adage they say in the investment world, “the trend is your friend.”  And in this case, invest in your ‘friends’ wisely.

* Through an informal survey amongst some colleagues, it's interesting to note that there are mixed opinions on which strategy social media relations falls under: online marketing or public relations. Of course, diehards will support the notion that it's in a league of its own... regardless, this raises an important issue of budgeting and resource allocation. Time will tell.

- editor

How do you build loyalty?

We asked the question in today's economy, how do you build engagement and brand loyalty? In the Grey Vancouver Speaker Series next Wedneday May 20th, Bob Lenarduzzi will address Building Major League Loyalty as he discusses consumer engagement and how the concept will grow the organization from 5,000 to 20,000 seats in 24 months.

If you're an early riser, join us, and Bob Lenarduzzi, President of the Vancouver Whitecaps FC next Wednesday at 7am at the Four Seasons hotel. For more information check out http://bcama.com/events/past_events/09-05-20.htm

Getting past the seven stages of economic grief

-Jim Carroll


Given the economic challenges that swirl around us and the rapidity with which the events of the fall of 2008 unfolded, a unique and challenging mindset seemed to quickly envelope many organizations:corporate idea factories were turned off, and innovation paralysis settled in.
The result is that we're not just in an economic recession - we're entering another idea recession, similar to what occurred with the last downturn starting in 2001.

And when it comes to marketing and branding, there couldn't be a worse time to let this happen, given the fast-paced now occurring. There's a flood of new ideas around interaction, advertising methodologies, social networking opportunities, branding micro-sites. We've got a flood of ideas, but are people prepared to pursue them?

Here's a reality : while many organizations are focused on hunkering down and micro-managing their way through the recession, others are busy pursuing breakthrough ideas that will vault them into the forefront as the inevitable economic recovery comes our way. This has happened many times before: many people miss the fact that an economic downturn provides a great opportunity for innovation. After all, companies like Burger King, Microsoft, CNN and FedEx all started up during a recession. Many of the ideas that led to Web 2.0 started during the dot.com downturn -- Facebook, Youtube and Myspace come to mind.

Recession a perfect opportunity for "disruptive innovation"
In November 2008, right as events were at a fever pitch, Wharton Universities Innovation and Entrepreneurship group released a provocative article strongly suggesting that a recession provided the perfect timing for "disruptive innovation" - that is, stepping into an industry and rewriting the business model so as to achieve significant growth. Think of Steve Jobs and the iPod - which he first released during the recession of 2002.
That's the message I've been focused on for the last six months. I've been busy doing high level keynotes and CEO level meetings with organizations like Burger King, Yum Brands, Ingersoll Rand, Rockwell Collins and others. The key theme? Now is the time to move forward with aggressive, innovative ideas.

So what do organizations need to do?
Move past the "shock" and "denial" phases
Events happened so fast that many organizations still find themselves in the "shock" and "denial" phase. They will be the innovation laggards.

First, move to the "acceptance" stage earlier. I began to relate the fast-paced events of the last few months in the context of the "stages of economic grief," an emotional reaction that seems closely related to the "stages of bereavement.
Then there are the innovation leaders who are prepared to innovate despite the uncertainty. They are prepared to keep their idea factory running - maybe not at full tilt - but running nevertheless.

These leaders know that despite the vast sections of the economy in stress, there are still plenty of opportunities for innovative thinking. They know there are still growth markets; and opportunities for marketplace, distribution channel, and operational innovation.
Despite vast sections of the economy in stress, there are still opportunities for innovative thinking. There are still growth markets.

Innovation leaders are aware that ongoing change in consumer behavior also means that there continue to be new ways to brand, grab customer mindshare and forge unique and distinct relationships. One of my clients, Yum! Brands (owner of 50,000 restaurants - KFC, Taco Bell, Pizza Hut) just launched a new micro-site, UnThinkKFC.com, which is already gaining attention as an innovative way of shifting brand perceptions. There's an undeniable need for creative thinking like this out there -- so what are you waiting for?

There are plenty of opportunities to turn ideas into innovation. It all depends on where you want to place yourself on the scale of the seven stages of economic grief.

Bold moves and integrated elements
The key decision is whether now is the time for innovation, and if so, how to move. It is critical that organizations begin to undertake a series of bold actions that re-orients them to face these future challenges. This series of actions should include several integratedelements:

-Undertake a regular number of experience-focused projects aimed at boosting the "experiential capital" of the organization.
-Identify specific areas of capability weakness, product line, skills or structure that should be addressed through specific.
-Articulate key opportunistic strategies through a variety of risk-oriented initiatives and align the organization to explore those strategies.
-These actions should aim to develop needed capabilities and realign the corporate mindset away from the current risk-adverse culture towards re-orienting the organization for the future.
-The greatest mistake that any organization can make right now is to avoid action. Inertia - real or implied - establishes a culture of inaction, and that can lead insurance organizations down another slippery slope.


Clearly, that's why today, innovation isn't an option, it's critical - because it is the key method by which we can gain traction.

Innovation, Creativity, Inspiration…

This is what I want to know about!

I’m so excited to be communicating with you in this new format! As Kerri Buschel, Director of Social Media and Brand has mentioned, it took us a while to get here but we’ve arrived! So let’s BLOG! Our hope is that the BCAMA blog will become a resource for the marketing community where ideas are shared, trends are identified, creativity blossoms, and innovation is driven.
This year the BCAMA has delivered a series of exciting and valuable programming which will soon be rounded off with our flagship Vision Marketing Conference being held on May 7th at the Four Seasons Hotel. We have a stellar line up of forward thinking leaders ready to distill their insights, opinions and findings to us.
I had a great call this morning with one of our upcoming Vision speakers, Jim Carroll. I’ve spent quite a bit of time on Jim’s website as it’s full of information…he’s so savvy! I encourage you to check out his website and blog but be prepared to spend hours reading and arming yourself with valuable information! I personally can’t wait to be a part of the audience on May 7th to hear Jim speak; he’s going to be amazing! You don’t want to miss this opportunity to hear Jim and the other fantastic speakers present.
So I’ve given you an insight into Jim but what’s even better is that Jim will be blogging here soon! Make sure to keep checking back to see his post. Not only will you hear from Jim but a couple of our other speakers which you definitely don’t want to miss. I will leave the other speakers as a surprise!
I hope you will join me at Vision as it’s never been as important as it is today to be a part of a marketing conference that will assist us in making the choice to move forward and face these challenging economic times with optimism.

I look forward to seeing you at Vision 2009!

Rosa Marinelli
BCAMA President

Calling all Tweeters!

With VISION 2009 just around the corner, we encourage all speakers, sponsors and delegates to tweet during the day. We know that ideas are fluid and sometimes “Big Ideas” comes from spontaneous events, so who are we to hinder everyone’s creative spirit? So, all you hard core tweeters, show us your tweets and we’ll show you ours! For those who don’t know about Twitter or are new to the tweetering world, then join us at VISION 2009 to learn more on how this powerful new application is impacting marketing strategies and see how social media, in general, is shifting the way we communicate with one another like never before.


All we ask is for everyone to tweet responsibly...

Managing your Marketing in a New Media World

Is social media right for your business?

The two-way communication path is a Pandora’s box that many businesses are hesitant to open. In doing the research to create this blog, I had to smile at all the fake blogs that I saw out there – businesses dipping their toes in the water – but not yet ready for the potential feedback, or the sheer volume and content management that comes from having that voice on the other end. Once you open yourself up to the voice of the community, it’s hard not to listen to what they’re saying. Still, it’s estimated that one in five adults read at least one blog a month, and among youth more than 40% are connected on a social network. That’s a huge audience for a marketer, and a great way to stay connected with your community. At the Vision conference in May we’ll ask Maggie Fox (CEO and founder of the social media group ) about present risks and future opportunities in the social media world. I’m also going to check out Do you really need your own social network? On April 17th

Ready… Set… Blog

We’ve watched the marketing, digital, and communication worlds collide over the past couple of years, bringing social media to mainstream mainframes everywhere. We’ve asked whether it is smart for our business. We’ve stressed over the details of skinning it, housing it, maintaining it, and most of all, keeping it relevant. We strive to be at the forefront of marketing, to provide our members with valuable information, education and networking. We knew this was our next step because it makes sense to create a forum for sharing the latest and greatest trends in marketing. So… here it is: Welcome to the BCAMA’s blog.

We’ll share what we learn along the way as we launch our full social media strategy and build on some great existing networks like facebook and linked in

Getting here wasn’t easy. I proposed the portfolio to the BCAMA exec nearly eight months ago, and our president, Rosa, has been a huge advocate for this all the way through. We’ll hear from her soon! I think we all thought it was going to be a simpler process to get here. But we’ve learned a lot along the way. Now that we’re here, there is a team of us that are going to maintain this blog through articles and video uplinks from speakers, current marketing trends from experts across the country, and tips and tricks we’ve learned along the way. Looking forward to the dialogue!