Meaningful marketing Category

What About Bob’s? How Bob’s Lake Got its Name

By on May 11th, 2012
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No one is quite sure how Bob’s Lake got its name. It seems not many Bobs passed through Frontenac region in Eastern Ontario in the mid Nineteenth Century. According to the book The Dammed Lakes, An Environmental History of Crow and Bobs Lakes the lake was named after the member of a native band–either Algonquin or Mississauga–who passed through the region. Here are a list of possible Bob candidates:

  • There were two Mississauga named Robert – Blacker and Mitchell. But neither was called “Bob” and neither has a known connection to the lake
  • There was a Mississauga named “Bob” but he left the region in 1827–too early in time for his name to be passed along
  • There were European settlers named Robert, but again no known Bobs

It may take some time before the mystery of Bob’s lake is resolved. But until then….baby steps

 




Surfing the Waves of Change

By on May 10th, 2012
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The Only Constant is Change- Heraclitus

Every day it becomes more evident that the socio-economic model we’ve been dependent on is cracking beneath our feet.

This animation by Cultivate demonstrates the importance of resilience in building new models by comparing it to surfing. It looks at the themes of  personal and community resilience and facing global transition to reflect on how to best manage significant social shifts.

Just like surfers, agents of change have to act with courage, learn through experience and adapt quickly so they can make the most of the resources they have while going with the flow–especially in times of crisis.

Check it out!




Presentation tips from history’s greatest communicators

By on May 7th, 2012
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I’ve done A LOT of presenting over the last ten years. At conferences, in board rooms and informally.

I love it. But I still sweat it. Every time.

I think it’s because I believe there’s an unwritten contract between the speaker and the audience. In exchange for some considered attention, people have a right be floored. Moved. At the very least, they ned to be engaged.

I just watched a TedTalk Nancy Duarte gave a couple of years ago that’s going to make me sweat even more.

By her standards, your presentation is no less than a vehicle to help you change the world. Key ideas include:

  • Presenter isn’t the hero, the audience is–presenter is the mentor, shepherding the audience from one place to another
  • There’s a rhythm to this journey, and the greatest presenters, from Dr. King to Steve Jobs have availed themselves of it

According to Nancy, you can change the world on whatever scale you need to for your idea to exist, just don’t keep your idea bottled up.

For tips on presentations that actually inspire people to do something, enjoy the video.




Why this gardening infographic works for content strategy

By on May 1st, 2012
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At least half of our clients process an amazing amount of interesting data in the course of doing what they see as their main job: Making change.

We’re often able to convince them to turn bits of their learning into by-products that can do triple duty as marketing and a way to keep people informed about what they’re up to.

This poster does a great job of breaking down a task that might be daunting to address as a whole into chewable parts. Usability and productivity experts will agree that breaking down tasks into their most easily actionable components gives them a much better shot of getting done.

The illustration style and written language are warm and inviting, further disarming apprehension about a new task.

The site that put it together uses these shareable and shareworthy pieces of content as marketing. If you can get your head around the idea, the keys are:

  • Solve a problem for people so that searchers find it and people that create resources want to share it with their audiences
  • Do a professional job of it (solid facts, smart copy and beautiful aesthetics) so people want to look at it and share it
  • Reach out to people and places that might want to share it with you
  • Include a link to the actual image that brings traffic back to your site
  • Have a page on your site ready to receive them
  • Cite your sources

Gardening Infographic

Source: http://FrugalDad.com

Any other ideas around the nuts and bolts of an infographic driven content strategy?

Any thoughts on the poster specifically?

Let us know!




Getting the most out of your designer

By on April 27th, 2012
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In 1998 I started a design company when I realized that freelancing was the same thing as running a business. Boy was I wrong.

In fact, I was on a 15 year track in which I evolved from a designer creating a job for himself to a entrepreneur with a mission and a team.

As you might imagine, I read EVERY book available on the subject of running a design business. Read isn’t the right word. Consumed is more like it. I was ravenous/desperate for insight into what I was doing right, what I was doing wrong, what other people did and what other people didn’t do.

I read Tad Crawford’s books and bought his CDs. I read the ReCourses stuff. I downloaded forms, tested briefs, was humbled by methodologies and always felt several steps behind a rapidly changing practice. I didn’t have the fundamentals from business school, didn’t apprentice at a great shop and steal their methodology, and only realized I was an ‘entreprenuer’ a few years in.

Last week I started reading a book that trumps everything I’ve read put together.

DESIGN IS A JOB by Mike Monteiro validates all of my beliefs and vindicates tough choices I’ve made as recently as two weeks ago. It’s staring at my disapprovingly through my ipad regarding a few things I know better about but have been putting off. It has reminded me of things I knew were important but forgot. And it’s even taught me a few new tricks.

The best part is I still have 100 pages left.

Stolen off the A Book Apart site. Hope it's cool since I'm endorsing it :)

But I’m not suggesting you read this if you’re a designer. Go ahead, but unless you’re already inclined to work in sync with your values, a lot of what you implement from the book will still feel like you’re faking it. You know who you are.

No, this one is for clients. This book will give you more insight into the motivations, care and value of a service provider than anything I’ve ever seen. And I think you’ll be safe applying what you learn to just about any professional creative services provider.

I feel like I’m cheating a bit by sharing this with you. It’s a peak behind the curtain at the heart, nervous system and engine of a designer. On the other hand, the spirit of the book is about a partnership approach, so the more you can empathize with our needs–what it takes to hit it out of the park for you, the more dynamic our opportunities are.

Want just one of the 50 pearls of wisdom I’ve underlined?

Beware of clients who have waited to call you until they have a perfect diagram of what they need and want you to color it in. If they’re not coming to you for strategy and problem-solving, they’re not coming to you for design, they’re coming to you for production. And if you take on production work, you don’t get to call yourself a designer.

Want another?

You can roll your eyes at how much they don’t understand about design or you can roll up your sleeves and begin practicing your craft by helping them clarify what they need.

Don’t wait, but don’t be surprised if I buy you a copy for the next holiday.

 




Change.org Arrives in Canada

By on April 27th, 2012
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What do doughnuts, Canadian youth and potable water have in common? They are related to three of the high profile petitions currently circulating because of online platform Change.org.

Using Change.org Canadians have spearheaded campaigns to;

Change.org already has 450,000 Canadians signed up as members and they’re in their early days.

Now the platform has on-the-ground Canadian presence in the form of Campaigns Director Jordy Gold and his associate Campaigner Lauryn Drainie.  Jordy and I are on the Not for From the Tree Steering Committee together and since entering his new role I’ve enjoyed listening to him literally overflow with enthusiasm for the impact Change.org is having all around the world. Results like getting the MPAA to overturn its ‘R’ rating of the ‘Bully’ movie and stopping the spread of Pink Slime in meat products in schools across the US make me undertand what he’s so jazzed about.

So what does on the ground Canadian presence for Change.org mean? I asked Jordy the same question. His response? Change.org in Canada means:

  • A stronger push than ever to get more Canadians engaged in the issues featured on Change.org
  • Exponential impact for the petitions that resonate with Canadians. When a campaign catches on, Change.org takes notice and steps in to provide campaign support and spread the word. More Canadians will get this kind of support.
  • More “Canadian-Content” that truly speaks to the people of the true north strong and free

There’s never been a better time to start a petition on Change.org. Mine the site for tips and tricks to build a killer campaign and spread the word. In the meantime,  watch out for Canadian campaigns getting more profile than ever.

 




Are daily deals sites right for you?

By on April 23rd, 2012
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Seth Godin (the world’s most prolific/down to earth marketing guru) has a line:

“Share of wallet is easier, more profitable and ultimately more effective a measure than share of market”.

Which to me means that doing more with people who already appreciate you is better for you business long term. Makes sense. Most of us are familiar with the basic cost savings in selling, teaching, moving forward and maintaining projects with people we have an existing relationship with.

He also says:

“Your best customers are worth far more than your average customers”.

This makes me consider the ancillary benefits in a relationship with someone who values your offering. Beyond making it easier for you to serve them, they can be the ultimate source of better qualified leads. The people they send your way:

  • will be coming via someone they trust, and should be therefore easier to start a relationship with
  • will be coming for the right reasons, increasing the chances they’re a good fit for you

The article I’ll link you to in a second makes perhaps the most critical case for considering whether so-called daily deals site like Groupon are right for you. It, and the 100+ comments offer a solid education in thinking holistically about sales.

I found the article while searching for a quote I love about paying for things worth paying for:

When you buy something cheap and bad, the best you’re going to feel about it is when you buy it. When you buy something expensive and good, the worst you’re going to feel about it is when you buy it

Personally, I’ve leaned towards the sentiment shared by the author when he says:

The customers you attract only with a discount will disregard what you love about your own business, and won’t treat you with respect; both sides usually regret the transaction.

But the very first comment makes the point that, carefully considered, one could craft a deal that:

  • brings in the right prospective customers/partners
  • introduces them to new items
  • sells things you can still make a margin on

I still have a lingering distaste in my gut for the practice, but either way, you can certainly get insight to better inform your decision from the following post.

Groupon’s Success Disaster | Redfin Corporate Blog.




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