http://www.adcomcommunications.com/ Adcom is an award-winning full service marketing and communication firm dedicated to creating high-impact design and brand marketing. En Thu, 05 Jan 2012 16:41:56 -0500 Thu, 05 Jan 2012 16:41:56 -0500 http://www.adcomcommunications.com/never-underestimate-the-power-of-a-woman/ It's no secret who's the apple of marketers' eyes. It's not the wild spending teens or successful businessmen. It's working women 25 – 54 of whom there are over 70 million in North America. They have incredible clout, changing the way companies design, position and market their products. Business Week Magazine shows women earn 79 cents for every dollar a man gets. But they make more than 80% of the buying decisions in the home. They also shop very differently than men, doing much more product research and being somewhat less influenced by ads (they will make up their own minds, thank you!) Women much prefer to be informed through reviews in newspapers or on-line, or even by television role models like Oprah. Just because women earn less than men, don't think their income hasn't soared in the past 25 years – over 65% to be exact compared to men's paltry 1%. Ouch! This has spurred a significant move to a new luxury sector in the market. The deeper-pocketed woman now demands much more "haute” products. This is seen in such retail successes as Coach, where designer bags are mandatory. Other luxury brands followed suit, like BMW, Apple and even Harley Davidson, where sales to women increased by 10% in the past decade. "I am woman, hear me roar” was the mantra in the Helen Reddy song in 1972. Little did we know just how loud! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Sun, 01 Nov 2009 12:00:00 EDT http://www.adcomcommunications.com/never-underestimate-the-power-of-a-woman/ http://www.adcomcommunications.com/the-secret-of-successful-advertising/ So often we are asked the proverbial question: what works in advertising? Most advertising tries to get us to buy one brand or another. When all things are equal, it can definitely tip the balance and ultimately influence the purchase. Often, advertising fuels our feelings of "need” or "desire” for the product. This is interesting since in many cases, advertising does not ultimately persuade us to buy. It acts as reinforcement of the desire. We then feel better about our decision to make the purchase. It takes away our feelings of guilt and intensifies our innate desire to have it. The objective is simple. Beam the focal point on the attributes of the product and that will trigger our existing mindset. Easy, eh! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Sun, 15 Nov 2009 12:00:00 EST http://www.adcomcommunications.com/the-secret-of-successful-advertising/ http://www.adcomcommunications.com/marketing-adrenalin-relies-on-brands/ If we want to bond with a brand, there's no better way to do so than to drink it, wear it or drive it. A brand is a standard of social status and can be worn as a badge of honour. (How many times have you caught yourself eyeing that expensive purse or God forbid, that exotic foreign car with the three famous initials?) We all do it. We react to symbols. It's a learned association with what we believe the brand represents. Acceptance. Status. Taste. Mostly, brands represent how we feel about ourselves. Do you feel better about yourself driving the sports car and writing with a pen named after a mountain? Probably - if you can afford it! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 01 Dec 2009 12:00:00 EST http://www.adcomcommunications.com/marketing-adrenalin-relies-on-brands/ http://www.adcomcommunications.com/marketing-adrenalin-goes-viral/ Did you know that studies show you laugh more when you're with other people? And the more the other people laugh, the more you laugh. In other words, laughter is truly contagious. That's why as far back as the early days of television, producers have put laugh tracks in comedy shows. But does humour in advertising have a "wearing-our” point? Seems not! In actual fact, humour has tremendous longevity. Here's an example. Humour in advertising can gain momentum as the so-called punch line starts seeping into everyday vernacular. Take for example the mid-80's famous Wendy's tagline, "Where's the beef?” This tag quickly became iconic and was guaranteed to get a laugh every time. Most of that generation still chuckle when they hear it, because it conjures up an image of that hilarious, wig-adorned, lace-enhanced old biddy. Overall, it's questionable as to whether humour succeeds in gaining greater awareness or simply increases the level of viewing enjoyment. Haven't we all said, "Hey, here's that ad again. It's a riot!” We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 15 Dec 2009 12:00:00 EST http://www.adcomcommunications.com/marketing-adrenalin-goes-viral/ http://www.adcomcommunications.com/2010-emerging-trends-spark-marketing-adrenalin/ The first decade of the twenty-first century was a letdown in so many respects. As it exited, with a ragged recession clutching on to its pant cuffs, we were all somewhat relieved to see it go. So let's dust ourselves off and take a new view on a new year. Here are a few of the emerging trends we see taking shape for 2010. There will be a significant rise in home security systems. Unemployment is up and history tells us that crime tends to increase exponentially. The power of social media is far beyond just fun and games. The power of Facebook and Twitter will continue to grow at a mind-boggling rate. Hybrid cars will be more popular in 2010, with Ford's Fusion being the more affordable option and some Volkswagen products representing the higher end. Steam home appliances are becoming de rigueur. They help remove wrinkles and can freshen clothes without washing. They are close to double the cost of conventional appliances, but quickly pay for themselves in energy savings. Colour is back in fashion (oh surprise) and the hottest colour for 2010 is bright fuchsia. Pair that up with red-hot lips (a la vintage Dior!) Hairstyles will be soft and feminine – gone are the spiked gelled versions of the previous decade. There's always a retro touch, and for 2010 it will be jeweled peace signs in accessories and tie-dyed items from the 60's. Interior design is going back to colour, colour and more colour. The taupe-on-taupe look is simply passé. As the Baby Boomers enter retirement age, there will be increased focus on adult lifestyle communities that offer exclusive amenities that appeal to the wealthiest seniors in history. Tea drinking is making a resurgence, challenging coffee as Canada's number one hot beverage. The "classing-up” of this ancient brew is obvious in such new tea retailers as Teaopia. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 01 Jan 2010 12:00:00 EST http://www.adcomcommunications.com/2010-emerging-trends-spark-marketing-adrenalin/ http://www.adcomcommunications.com/heres-a-sure-fire-way-to-boost-your-marketing-adrenalin/ A recent article in the Globe and Mail's Report on Business suggests that well-heeled consumers are coming back into the market. It is no secret that the carriage trade was hard hit during the recession. As a consequence, many of these savvy brands are returning to a revitalized approach to customer service as a business model. Few of you probably realize there is such a thing as the "Luxury Institute.” Based in New York (where else?), they consider themselves the voice of the high net-worth consumer. They claim that top tier brands are gearing up for a renaissance, and that includes a new focus on "uber-service.” Here are but a few creative tactics recently launched by some famous luxury brands: Toronto's Hermes store brought in an engraver to personalize bottles with customer's initials (apparently fragrance sales doubled)! Holt Renfrew, who recently replaced its top management, is formalizing its "random acts of kindness” program, sending special gifts to its top customers. Tiffany sends personalized messages (snail-mail and electronic, in their iconic blue colour palette), suggesting new merchandise customers may enjoy. Consumers are starting to open their minds and their wallets to luxury again. However, the big differentiation in choosing their brands will most certainly be the level of service they are perceived to offer. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 15 Jan 2010 12:00:00 EST http://www.adcomcommunications.com/heres-a-sure-fire-way-to-boost-your-marketing-adrenalin/ http://www.adcomcommunications.com/marketing-adrenalin-creates-ideas-worth-stealing/ Some marketing ideas are brilliant simply due to their simplicity. The essence of that simplicity is the core of the genius. Here are a few dynamite approaches: Lululemon – The B.C. based retailer, specializing in yoga-inspired apparel, provided free bi-weekly yoga classes in many of its larger markets. It was so successful, they are adding the classes in additional centres. American Eagle Outfitters – Aptly dubbed "15 Seconds of Fame,” the innovative retailer installed a 15,000 sq. ft. digital sign outside their Manhattan location. Customers who made a purchase had their photo displayed on the giant screen along with a 20-character personal message for all of Times Square to see. Coach – to combat flagging sales of their pricey brand, Coach launched its "Poppy Collection.” It kick-started sales by offering the luxury brand with a price point of 20% less than their core brand. The new line helped buoy sales in tough times. Pop-Up Stores – These temporary stores are no longer frowned upon by shoppers. They are now heralded as a great strategy for introducing new products in key markets. Recently, Gap was successful with a pop-up concept launching its 1969 Jeans brand, a retro-style jean commemorating Gap's founding year. "Try-vertising” – Sampling is key to introducing new products. But what about beverages? Undeterred, Sunny D beverages came up with a sensory marketing experience for a new flavour. Described as an oral equivalent to a "scratch and sniff,” it consisted of an edible filmstrip infused with the new flavour and distributed in shelf-edge dispensers in supermarkets. Imitation is the greatest form of flattery. So there's nothing wrong with taking some of the finest ideas, borrowed from others, to ultimately improve your practice. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Mon, 01 Feb 2010 12:00:00 EST http://www.adcomcommunications.com/marketing-adrenalin-creates-ideas-worth-stealing/ http://www.adcomcommunications.com/10-key-marketing-adrenalin-trends-to-understand-baby-boomers/ What do you know about marketing to Baby Boomers? Attracting this lucrative market in 2010 requires strategic marketing that speaks to a very unique demographic. Here are 10 characteristics you may not have known: 73% of Baby Boomers are on Facebook. 88% of them have personal email. Six million more are using the internet than 5 years ago. Boomers comprise only 20% of the population but control over 40% of the discretionary income. 66% of Boomers read newspapers several times a week. Boomers' travel motto is "Adventure Without Risk". Boomers have much of their wealth concentrated in their home equity. Boomers' favourite pastimes are watching T.V., followed by shopping, reading and cooking. Online weather reports are checked by 60% of Boomers daily. 20% desire home offices to continue to work and have "encore" careers.  We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Mon, 15 Feb 2010 12:00:00 EST http://www.adcomcommunications.com/10-key-marketing-adrenalin-trends-to-understand-baby-boomers/ http://www.adcomcommunications.com/how-to-use-pre-registration-programs-to-drive-marketing-adrenalin/ It never ceases to amaze me how often marketing and sales professionals fail to follow through on pre-registered customers. These are the customers who virtually have their chequebooks open and pens poised. They are prime for online communication and welcome new and relevant promotional offers. They are eager to participate in the sale and are typically open to being up-sold. The marketing strategy behind pre-registration is simple.  Create a URL that is memorable and easy-to-read. Try to keep the messages short and succinct, eliminating long scroll-downs.  Use imagery that is consistent with the brand message.  Place all your salient information on the landing page and make the second click the registration page.  Another page in between could risk losing them!  Stay loyal to the design of the overall campaign so it will ultimately be recognized in traditional media.  Most importantly, keep them on your radar screen with frequent eblasts and progress reports.  It is all about establishing a relationship and building trust. A good example of an effective pre-registration process is the new home industry. Pre-registering potential purchasers is nothing new in launching a new home community.  In the previous decade, traditional print media was used to announce an upcoming project.  A so-called telephone Pre-Registration Hotline was setup that went into an answering machine, or better still, a live receptionist. We’ve come a long way in a few short years.  Technology allows us to use traditional media such as print and signage, to direct these hot prospects to a pre-registration microsite, where they can express their interest online.  This results in a valuable database of pre-qualified customers that is pure gold.  However, like so many marketing professionals, homebuilders often fail to capitalize on this lucrative group.  Frequently, one contact is made to the pre-registered list then often not followed up.  Dialoguing with these registrants is a fantastic way for builders to jump-start projects and pre-populate their new home sites.  They are also an incentive to the sales team and can assist them in further defining the target audience. Never underestimate the power of an enthusiastic customer.  They’re hard to come by! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 02 Mar 2010 12:00:00 EST http://www.adcomcommunications.com/how-to-use-pre-registration-programs-to-drive-marketing-adrenalin/ http://www.adcomcommunications.com/value-inspires-marketing-adrenalin/ Welcome to the Recession Generation. It is being said that this economic downturn has changed the very psyche of today's consumer. We've been humbled by this recession in much the same way as our grandfathers were by the Great Depression. Retailers and business owners must first recognize this phenomenon and quickly learn how to sell to this chastened consumer. Offering the very best value, not necessarily the lowest price is essential to luring back recession-weary customers. More attention to customer service can help instill confidence in those who may still be a little weak-kneed. Incentives and special offers for future purchases can encourage them to return. Fresh products and relevant brands can inspire consumers to acquire "new" merchandise. Reaching out to new markets through the power of social media can also help connect with a wider cross-section of consumers. Pundits are dubbing this the Great Recession. Slowly, but surely, we are digging our way out. Holiday retail sales were solid, if not spectacular. Ford is edging back up again and new technologies such as iPhones are growing stronger by the month. Having been in business through three (count 'em three!) recessions, experience tells one we are not exactly out of the woods yet.  It appears to me that we are now in penance mode. We see how the errors of our ways, such as heavy spending and large debt can become our demise. Frivolous overspending has turned sharply into thrift, even fear. With the consumer focus on value right now, major brands are rethinking their approach. Who would have ever thought the mighty Bloomingdale's would launch an outlet store concept, but they will this summer in New Jersey. Now I am suddenly conjuring up caviar on a paper plate! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Thu, 11 Mar 2010 12:00:00 EST http://www.adcomcommunications.com/value-inspires-marketing-adrenalin/ http://www.adcomcommunications.com/recession-recovery-gets-marketing-adrenalin-back-on-track/ The train is leaving the station! The recession is much like the workings of a train - during a recession it is completely stopped, engine off. But now that the recession is waning the train is well on its way and gaining momentum every day. Soon it will be at top speed. There are several ways in which companies can assist in recession recovery. They all involve creating and retaining innovation. There are ways to make the train go even faster! 1.  Incent and attract talent. Talent is is the single most important variable in innovation. 2.  Invest in technology. The rise of social marketing and consumer confidence means more conversations with customers. 3.  Don't be afraid of some risk. Instinct in a recession is towards conservatism. True innovation requires taking some chances. 4.  Re-think new product development. Now that growth is returning to the marketplace you will need more innovative products to attract new customers. 5.  Define the difference between fiscal restraint and penny-pinching. The latter does not accelerate growth. 6.  Try hard to get over "risk-averse" behaviour. It tends to stymie innovation. 7.  Reach out to experts in the fields of research, development and marketing. "Consultant" is not a dirty word. They offer outside innovation ideas and strategies. All aboard the Recession Recovery train! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Wed, 17 Mar 2010 12:00:00 EDT http://www.adcomcommunications.com/recession-recovery-gets-marketing-adrenalin-back-on-track/ http://www.adcomcommunications.com/how-to-use-newspapers-to-deliver-marketing-adrenalin-results/ In the past couple of years Adcom has encouraged its clients to take a hard, close look at their media buy. Often clients get so caught up in the creative process, they lose sight of the delivery system the message is utilizing. Newspaper buys have been under close scrutiny. With rates continuing to increase, largely due to the cost of newsprint and distribution, print media needs to ensure it delivers results. If newspapers are still in your media mix, we suggest that placement can have a huge impact on your ad's effectiveness. It's called "readership courting", and it's a successful strategy when booking newspaper ads. Local news and announcements rank high in popularity with readers, as do articles concerning health, home and food. So it makes sense to book into these high profile sections. Like all businesses in today's world, newspapers have to change or fade away. Media pundits tell us that the newspaper industry is under threat of technological changes in readership. It is these changes that cause their readers to look elsewhere for information. Many savvy print publishers are targeting "urban creatives", an audience that prefers technology-based sources of news and information. They are successful by creating websites that report the news, but deliver so much more like blogs, videos and special offers. When negotiating your newspaper buy, include the value-added component of a presence on their website. You will not only speak to the traditional newspaper reader, but also be exposed to their on-line audience. In Canada, NADbank reported that newspaper readership bounced back marginally in 2009. On-line readership actually increased by 2%. NADbank (Newspaper Audience Databank) is adamant that the rhetoric about the demise of newspapers is nothing more than that. But remember, the industry lines NADbank's pockets, so it is in their best interest to toe the company line. Regardless of the instantaneous and free flow of Internet news, people will eventually come to once again appreciate the reliability, quality and geographical applicability of newspapers. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Wed, 14 Apr 2010 12:00:00 EDT http://www.adcomcommunications.com/how-to-use-newspapers-to-deliver-marketing-adrenalin-results/ http://www.adcomcommunications.com/8-important-tips-for-successfully-marketing-to-women/ "Hitting The Mark", in the April 19, 2010 edition of Marketing is an absolute must-read for marketers communicating with women. Take a deep breath and look at these numbers, recently released by The Boston Consulting Group. They estimate that women control twelve of the world's eighteen point four trillion dollars in annual consumer spending. In Canada alone, women now purchase 68% of new cars, 56% of home computers and 51% of consumer electronics, according to Stats Can. Here are a few tips author Kristin Laird recommends to demonstrate your company's understanding of this lucrative market segment. 1.  KNOW WHO YOU'RE TALKING TO Understand what is going on in women's lives and don't market solely by age. Research their stage in life, since many women feel marginalized by advertising that lacks insight. 2.  INVITE HER TO JOIN YOUR BRAND Women need to feel part of something. They enjoy being part of a special club and being engaged. So don't hesitate to say, "Come join us." 3.  UNDERSTAND THAT MEN AND WOMEN SOMETIMES WANT THE SAME THING Marketing to women is not about male versus female, it's just another way of looking at data. An example is the home improvement business, traditionally thought to be a male bastion. According to a Home Depot survey, 80% of women now do their own projects because it instills pride and saves money. 4.  MAKE HER FEEL COMFORTABLE Never assume a women knows less than a man! Speedy Corporation surveyed their women customers and discovered that 43% feel they received worse car repair service than men and even believed that they are quoted higher prices. 5.  HELP HER GIVE BACK Women appear to be naturally philanthropic. Successful brands make it easy for women to donate to a cause with such tactical promotions like donating a percentage of sales to a charity. 6.  DON'T SHRINK AND PINK IT Don't assume you'll be successful by "feminizing" your product. Dell computers crashed and burned in 2009 with their new line of computer accessories that emphasized counting calories and finding recipes, ignoring tools and advice in actual technology. Women were outraged at what they called "condescending" marketing. 7.  IT'S ALL IN THE DETAILS Women love information! The more the better. Explain the product and extol its benefits. Women embrace innovation and enjoy learning about new products. 8.  BANK ON YOUR FEMALE CONSUMER SO SHE'LL BANK ON YOU A whopping 90% of women in their 40's feel banks intentionally complicate financial matters. With women remaining single longer, banks need to connect with this powerful market. Financial institutions tend to hold to the old seminar idea, although women prefer a more relaxed environment to garner knowledge. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 30 Apr 2010 12:00:00 EDT http://www.adcomcommunications.com/8-important-tips-for-successfully-marketing-to-women/ http://www.adcomcommunications.com/10-business-strategies-to-drive-innovation/ http://www.youtube.com/watch?v=j79LwZdtdos Today's business world is all about innovation, and that can throw the best of us into a real flap. How does a business go about generating and managing innovation in today's lightning paced world? How do you go about ensuring your business performs at maximum capacity? Here are ten important tips that can create new intelligence for your business. 1. Adapt to New Market Realities Many company leaders tend to get stuck in their traditional thinking mode, not willing to recognize and act upon "obvious" market trends. Try to focus on understanding the changes in your industry and take advantage of opportunities. 2. Set Realistic Business Goals To be competitive and grow, it is important to set achievable targets. Start small, if necessary and set some goals that can be achieved over time, not necessarily by tomorrow at noon! 3. Research "Best Practices" Task an individual in your organization to uncover hidden best practices in your industry. Look for insights, business intelligence - what works, what doesn't. This can often assist in your first step forward. 4. Bureaucracy Buster Take a long, hard look at wasteful processes and procedures. This can often uncover ways to streamline work and reduce overhead. 5. Competitive Response Make an effort to gather intelligence on competitive activity. Be ahead of the pack! 6. Customer Echo and Ideation Survey your existing customers to gather insight, ideas and experiences they felt worked and those they felt did not. Link that input to your business model and corporate strategy. 7. Improve Customer Service Identify opportunities to improve customer service and feed that into your day-to-day operation. Collaborate on breakthrough ideas that will place you in the number one position in the minds of your clients. 8. Marketing Analyze the need to re-think your messaging, slogan and branding. Bring in experts to assist in developing market-savvy tactics on how to best communicate with your potential market. 9. Trends and Insights Gather consumer trends or market trends and use them as stimuli for employee creativity. Your employees can be a wealth of relevant ideation that can be incorporated into your operation. 10. Sales Identify new selling opportunities, explore new markets and improve interaction with clients. Do you require new electronic messaging, better sales material or a revitalized marketing plan? The concept of change and innovation need not throw you into a total flap. Take time to prepare a plan of action you can realistically achieve and set it into action at a pace you can manage. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 28 May 2010 12:00:00 EDT http://www.adcomcommunications.com/10-business-strategies-to-drive-innovation/ http://www.adcomcommunications.com/how-to-choose-a-marketing-agency/ http://www.youtube.com/watch?v=eO0SBZoREJA  As a client you need to be listened to. You know more about your business than anybody. Some agencies do not listen before they leap, often thinking they are more savvy than their client. A good agency will listen and work with you - not for you. Bring them on board and make them part of your team. Share experiences and ideas. The results will show. Don't Rely on Guesswork Make sure you have a clear idea of what you are looking for in an agency. If you don't, the new team will be responsible for what they consider to be the best strategy. If you haven't provided some direction you could potentially waste time and money re-thinking your entire approach. Have a Strategy Ad agencies often rely far too much on their design and technical departments. Design something gorgeous and it will work? Not so. Smart, strategic thinking needs to be the catalyst for good creative. It is the heartbeat of all communications and is the discipline that will eventually lead to "the big idea". Beware of the "Pitchers" Most large agencies have new business teams. Their sole purpose is to pitch your business, most often with no intention of any future day-to-day involvement. Once your business is through the door, they simply move on to their next courtship, often leaving you with a "junior" member of their staff. Bigger is Not Always Better Agencies in the true sense of the word are "agents of media". Media, in whatever form, is an agency's conduit to an audience. Make sure your agency respects your media budget. The exercise is not to increase the media budget, but rather to create ideas that sell more products. The right philosophy for any responsible agency should be: Don't outspend the competition - Outsmart them! Value Value Value is more important than price. Having a short-term view of your ROI can damage your business. Do your research and you'll discover the least expensive agency may often have the least talent and resources to offer. Demand Engagement Be sure to choose an agency that is eager to work with you. There is nothing wrong with hearing, "We would really like to earn your business." The account person assigned to your business should have knowledge of your industry and be aware of your competitive situation. You should not have to act as a tutor. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Wed, 02 Jun 2010 12:00:00 EDT http://www.adcomcommunications.com/how-to-choose-a-marketing-agency/ http://www.adcomcommunications.com/how-good-creative-influences-behaviour/ http://www.youtube.com/watch?v=5ayg7qYAVqM It goes without saying that creative is truly in the eyes of the beholder. But whether we prefer green or blue, one font or another, we all agree that creative is only good when it is on-strategy and on-target. Creative is the language of influence and can persuade and ultimately change behaviour. Bad creative doesn't simply mean an ad is unattractive to look at, it can take on numerous qualities. It can simply be seen as cluttered, unfocused or off-strategy. Or it can go to extremes and be rude, offensive, and even racist. Advertising should be original, clever and if well done, thought-provoking. Some ads cross the line from creative to controversial to condemned. Here are some creative ideas that are simply beyond redemption and some that will make your day. When you need an analyst to figure out the message then it just isn't working. (This by the way is a beer ad!)   A picture is truly worth a thousand words. Present product benefits with humour to increase audience enjoyment. Regardless of how worthy the cause, depicting tragic events is simply wrong. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 22 Jun 2010 12:00:00 EDT http://www.adcomcommunications.com/how-good-creative-influences-behaviour/ http://www.adcomcommunications.com/improve-your-tech-life/ The New York Times recently published "10 Ways to Get the Most out of Technology.” It’s a great article that serves as practical advice to improving your technological life. 1. Get a Smart Phone or a Blackberry Torch Why: Because having immediate access to your email, photos, calendars and address books, including the Internet, is the new way of life. How? Easy. Just do some shopping with your existing carrier and learn what best suits your needs and your existing technology. 2. Stop Using Internet Explorer Why: Because while the latest version has improved, Internet Explorer is large and bloated with unnecessary and obsolete features. How? Experts are recommending Foxfire or Google Chrome.  Both are leaders in terms of features and performance. 3. Upload Your Photos to the Cloud Why: Because you'll really be sorry if an errant cup of coffee makes its way onto your computer, wiping away years of memories.  Uploading them to an online service is a painless way to ensure they'll be around no matter what happens from your end. How? Use Picasa, a service of Google. 4. Get Music Off Your Computer Why: Because music bought digitally wants to be freed not imprisoned on a laptop. How? If you've been using iTunes for your digital music, try Apple's Airport Express and connect it to your stereo. 5. Backup Your Data Why: Stop worrying about losing important documents. With online backup services, you no longer have to purchase any additional equipment. How? Go to sosonlinebackup.com. Download the software and sleep easy. 6. Setup a Free File Sharing Service Why: Because emailing yourself files is a thing of the past. Now there's an easier way to move files around. How? Go to dropbox.com and setup a free account. You'll get an icon that sits on your desktop, then it's simply a matter of dragging and dropping. 7. Get Free Anti-Virus Software Why: Because attacks on unwitting users are growing more sophisticated and widespread. How? Mac users can download iAntiVirus Free Edition. Windows users can download Avast Free Anti Virus. And what's even better - they're FREE! 8. Get a Better Deal from Your Cable, Phone and Internet Provider Why: Because it doesn't take much to get them to give you cheaper prices, even some free services. You don't get if you don't ask. How? Just call. If they resist, ask to speak to their cancellation department. That usually gets their attention. 9. Buy a Lot of Charging Cables Why: You should never be caught short. One of the most important ones is for the car. How? eBay is a great source and much cheaper than regular retail. 10. Calibrate Your HDTV Why: Because when you buy your awesome TV, they just have the factory setting. They need to be adjusted to your lighting environment for maximum colour, brightness and contrast. How? A great manual is Spears and Munsil. It walks you through all of the High Definition benchmarks. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.   Tue, 28 Sep 2010 12:00:00 EDT http://www.adcomcommunications.com/improve-your-tech-life/ http://www.adcomcommunications.com/colour-rules-or-the-power-of-colour/ I've always loved Adcom's logo designs. Over the 25-plus years we've been designing various identities for our clients, I've maintained some, if not many, could rival some international agencies' designs. Unfortunately for us, the invoice looks much different! Nonetheless, selling logo design to clients is a tricky piece of business. Many times, the design is not the issue, but rather the colour. How many times have I heard, "not blue - reminds me of my bad graduation dress," ... "not red, looks like the grocery store chain" ... "not pink, far too feminine" (note: even through the target audience was primarily women ages 18 - 35). Colour can override design every time, no question. For all you designers who want to be on the leading edge of colour, the Pantone Colour Institute tells us that the "it" colour for 2011 will be Honeysuckle (or for you diehards, Pantone 18-2120). The Institute calls it "A colour for all seasons, courageous, confident and vital." (Can a colour be courageous?!) They go on to gush, "it is a brave new colour for a brave new world," Sound a tad "Treky" to you? But get ready for it, because it will be everywhere, from fashions to home appliances. (Yes, even Cuisinart will have a line of honeysuckle counter-top products! Does that go with Harvest Gold?) But, I digress. Let's get back to logo design and the approach I have taken from many years of vetting the psychology of colour. We design our logos first in black and white and present them like that right off the bat. If we see a client gravitating to one or two specific designs, we'll bring out the colour versions of the designs. The sell is simple - if they like the design concept, the colour palette can easily be customized to suite their taste. Speaking of the psychology of colour, Pantone 18-2120 is said to be one of hope and change. That's got my vote! We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 02 Nov 2010 12:00:00 EDT http://www.adcomcommunications.com/colour-rules-or-the-power-of-colour/ http://www.adcomcommunications.com/make-a-new-brand-friend-in-2011/ How many friends do you have? Ever actually counted? Now, how many "brand friends” do you have? As Canadians, research shows we have an average of five brand friends. This, in simple terms, is basically using social media as a meeting place or "market square," where consumers interact with their favourite brands. Reports also say that we proactively seek relationships with specific brands to obtain information, and more importantly, to benefit from promotions and special offers. Experts predict the actual number of brand friendships will increase as mobile marketing becomes more firmly entrenched. It comes as no surprise that women have more brand friends than men, and younger people have more friends than older people. This follows the stats on users of social media in general. As a marketer, place social media high on your 2011 plan. Engage, entertain, and inform your customer. Studies show that close to 30% of social network participants actually comment on a variety of their favourite brands, but more relevant, is the fact that 25% of people who read those comments actually take them into account when making purchasing decisions. This confirms the theory that consumers believe each other before they will believe the advertiser. Consider ramping up your social media tactics this year, as it is apparent these networks can have an enormous impact on sales. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Mon, 17 Jan 2011 12:00:00 EST http://www.adcomcommunications.com/make-a-new-brand-friend-in-2011/ http://www.adcomcommunications.com/re-evaluating-print-advertising/ Is print advertising headed for extinction? Not really, but I have to say we are continuing to advise clients to re-consider placing the lion's share of budget in this medium. The truth is that print media is experiencing an erosion in readership. The reason is not complicated. It rests in the fact that print doesn't address all of the ways consumers want to get information. There are just too many other sources that now have become fully ensconced in our daily lives. A staggering 75% of Canadians receive their news from multi-formats including on-line and social media networks. For advertisers, the major problem with print media is that it is difficult to measure. Despite the fact that publications demonstrate impressive readership numbers, advertisers often fail to feel much of a sales kick when they launch campaigns, finding it hard to justify the expenditures. Even with plunging readership, the rate of print advertising continues to increase, largely due to manufacturing and distribution costs. Everyone is weary of the "think-out-of-the-box" mantra, but it holds true now, more than ever, in our sophisticated, fragmented world of marketing. Success can be gleaned from the creation of new, more targeted marketing strategies that include multi-faceted web solutions and the integration of social media alternatives. Most important is mindset. One of the biggest challenges is getting clients to make the shift from buying "advertising" to buying "solutions".  As we emerge from the recession, the time is ripe to break down stale, old business models and usher in a renewed era of innovation and growth. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 01 Feb 2011 12:00:00 EST http://www.adcomcommunications.com/re-evaluating-print-advertising/ http://www.adcomcommunications.com/does-your-company-need-a-swot-across-the-head/ Every marketer I know uses the tried and true SWOT analysis to discover blind spots that are critical to achieving their marketing and sales goals. SWOT analysis originated from research conducted at Stanford University back in the 1960's. It was funded by Fortune 500 companies to discover a way of overcoming poor corporate planning. It is a simple, yet effective subjective assessment organized in logical order to help understand the business environment and circumstances, and assist in decision making. According to the creators of the method, SWOT essentially tells you what is good and bad about a business proposition. It focuses on four categories of discussion. Here is how you can walk through the process. STRENGTHS: What are you good at; where does your company excel; and what is your USP (Unique Sales Proposition) that gives you a significant head start? WEAKNESSES: Ask yourself honestly what you are not good at; where are you vulnerable and less than adequate; where have you been ineffective compared to the competition? OPPORTUNITIES: Where can you take advantage of current market trends; where can you exploit your strengths and take advantage of your competition's weaknesses; best of all - ask yourself what excites you the most? THREATS: Which of your competitors is posing a threat; where are market trends working against you and, importantly, what scares the s___ out of you!? The first stage is to ask the questions. The second is to synthesize them. Try to ensure all relevant data is on the table and that you have got consensus from the necessary stakeholders. STRENGTHS: How do you maintain your strengths and build them, creating greater leverage in the market? WEAKNESSES: How do you get your team to face up to its weaknesses, fix what is fixable and mitigate what is not? OPPORTUNITIES: List the opportunities you have, then prioritize them. Where can you get the best return from the resources available to you? THREATS: Which of the threats is the most ominous and most likely to derail you; What is the best tactic to get out of the line of fire? If a SWOT analysis sounds like an exercise in paranoia - it is! Who is God's name hasn't experienced paranoia in the last couple of years given the tough economic climate, ferocious competition and faster-than-the-speed-of-sound changes in technology? Ask yourself the tough questions - even it it's hard to hear the answers. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Thu, 10 Feb 2011 12:00:00 EST http://www.adcomcommunications.com/does-your-company-need-a-swot-across-the-head/ http://www.adcomcommunications.com/is-it-easier-to-work-with-women-or-men/ As a woman in business I have been asked hundreds of times,"Is it easier to work with women or men?" In a recent issue of the New York Times, author Shaunti Feldhahn shared her research about how men behave in the workplace. She claims that even at the highest level of business, it is shocking how much men and women don't know about each other. For example, Feldhahn claims there is a big difference in the way men and women deal with feelings at work. She says the male brain has the enviable ability to essentially switch off emotions when they want. This apparently is due to the fact that it is difficult for men to think clearly when in the face of emotion. Women alternatively take criticism far too personally, and according to the researcher are perceived as emotional and less business-savvy. This research may play itself out in the matter-of-fact corporate world. I do know, however, that selling creative to both male and female clients over many years is an unpredictable, treacherous piece of business, regardless of gender. You never know a client's deep-seeded emotions or what past experiences, good or bad, they are bringing to the table. There is something about the creative process that levels out the emotional reactions of both men and women. I have seen both sexes behave disgracefully though fortunately I have experienced incredible creative partnerships that have yielded unprecedented successes. When it comes to entering into a new creative relationship with either a male or female client, I never harbour any pre-conceived impressions, or thoughts on how our relationship will unfold. My job is to push my team beyond their comfort levels to deliver amazing work. It is that work that will overcome any gender behaviour and create a win. Recommended reading: The Male Factor The unwritten rules, misperceptions and secret beliefs of men in the workplace. Shaunti Feldhahn We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Tue, 29 Mar 2011 12:00:00 EDT http://www.adcomcommunications.com/is-it-easier-to-work-with-women-or-men/ http://www.adcomcommunications.com/adcom-launches-an-inspiring-new-campaign/ The Adcom team was pleased to join client the Pen Centre, in launching its brave new 2011 marketing strategy. The exciting, "Pen Centre's Inspire Your Style TV" takes advantage of cutting edge social media opportunities. Lynn Spence, popular stylist from City TV's CityLine, will host a series of on-trend videos throughout 2011. Each video features fabulous fashions skillfully selected by Lynn and her team, from the Pen Centre's fashion retailers. After a hugely successful fashion event, featuring Lynn live on-stage last fall, the Pen Centre has invited her back for a well-deserved encore. Lynn offers her signature style and spirited tutorials on the latest fashions for each season. Our premiere segment for Spring 2011 is entitled, "Traveling on Trend" and reveals a suitcase full of fashions and where to purchase them at the Pen Centre. Designed to appeal to a wide cross section of women, Pen Centre's Inspire Your Style TV speaks to women of all ages and walks of life. The program can be accessed at the Pen Centre's Facebook page where viewers can enter a series of contests and enjoy Lynn's no-nonsense approach to fashion. Rick Woodward, Pen Centre's Marketing Director is delighted with the new program and says, "The idea of including our merchants in our marketing is a very positive approach." We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Wed, 30 Mar 2011 12:00:00 EDT http://www.adcomcommunications.com/adcom-launches-an-inspiring-new-campaign/ http://www.adcomcommunications.com/adcom-introduces-inspire-your-style-tv/ Oakville, ON The Adcom team joined client, the Pen Centre, to launch its exciting new 2011 marketing strategy. "Pen Centre's Inspire Your Style TV," takes advantage of cutting edge social media opportunities. Lynn Spence, popular stylist from CityTV's CityLine, will host a series of on-trend videos throughout 2011. Each video features fabulous fashions, skillfully selected by Lynn and her team, from the Pen Centre's fashion retailers. After a hugely successful fashion event, featuring Lynn live on-stage last fall, the Pen Centre has invited her back for a well-deserved encore. Lynn offers her signature style and spirited tutorials on the latest fashions for each season. Our premiere segments for Spring 2011 are entitled, "Travelling on Trend," and "Working on Trend" and reveal a spectrum of fashions and where to purchase them at the Pen Centre. Designed to appeal to a wide cross section of women, Pen Centre's "Inspire Your Style TV" is designed to speak to women of all ages and all walks of life. The program can be accessed through the Pen Centre's Facebook page where viewers can enter a series of contests and enjoy Lynn's sensible, no nonsense approach to fashion. Rick Woodward, Pen Centre's Marketing Director is delighted with the new approach and says, "the idea of including our merchants in our marketing is a very positive strategy." About the Client The Pen Centre is Niagara's largest shopping destination with over one million square feet of retail space. The centre is one of an impressive portfolio of national retail office and industrial properties managed by 20Vic Management, in Toronto, Ontario. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact:Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Wed, 30 Mar 2011 12:00:00 EDT http://www.adcomcommunications.com/adcom-introduces-inspire-your-style-tv/ http://www.adcomcommunications.com/adcom-communications-markets-to-the-mature/ Adcom Communications recently launched an exciting new collection of townhomes for Summit Park, a popular new home project in Hamilton. Summit Park is one of the largest master-planned communities in Ontario. Featuring an extensive selection of EstateStyled detached homes and townhomes, Summit Park is a multi-award winning community. The unique focus of this opening was the introduction of a gorgeous, new bungalow townhome design. More and more, a maturing marketplace is seeking out new home options that they can retire to in comfort. Single level living is making a big comeback, largely due to its centralized layout and big-time convenience. Summit Park’s bungalow designs always offer the option of a finished lower level – ideal for live-in children, caregivers or simply additional recreational living space. About the Client Multi-Area Developments is one of Ontario's largest and most respected new home builders. With an impressive thirty-year history of award winning communities, Multi-Area's Summit Park project is the largest, with over two-thousand homes. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results.Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com   Mon, 04 Apr 2011 12:00:00 EDT http://www.adcomcommunications.com/adcom-communications-markets-to-the-mature/ http://www.adcomcommunications.com/even-oprah-likes-him/ Adcom Communications is pleased to partner with the Ben Barry Agency. This summer’s "Inspire Your Style” TV fashion videos, produced by Adcom for the Pen Centre, will feature one of Ben’s fabulous models. Hailed as a "hero to real women everywhere,” Ben’s models have been featured in major fashion publications such as Flare, Elle, and Vogue. He has even been the subject of a feature interview with Oprah (yes, that’s right, Oprah!). Inspire Your Style’s celebrity host, Lynn Spence, supports mirroring "real” women as fashion role models, by demonstrating the best choices for every figure. Ben is dedicated to changing the face and shape of the fashion industry, scouting and sourcing models of all ages, sizes, and ethnicities. This philosophy of "real women,” supports the mall’s mission of offering great fashions that suit every woman. About the Client The Pen Centre is Niagara's largest shopping destination with over one million square feet of retail space. The centre is one of an impressive portfolio of national retail office and industrial properties managed by 20Vic Management in Toronto, Ontario. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results.Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com   Mon, 11 Apr 2011 12:00:00 EDT http://www.adcomcommunications.com/even-oprah-likes-him/ http://www.adcomcommunications.com/adcom-helps-stryker-canada-celebrate/ Once again Adcom Communications has assisted Stryker Canada in communicating their continued success, in being honoured as one of the Best Workplaces in Canada. Stryker Canada is responsible for providing products and services that add value to the efforts of medical professionals and aid in delivery of quality healthcare to Canadians. Adcom created a print advertisement that appeared in the Globe and Mail celebrating Stryker's recent accolade. http://www.theglobeandmail.com/special-reports/ Best Place to Work Institute Canada, selects winners on the basis of their employee's responses to a proprietary survey and is represented in countries around the world. The organization is committed to helping organizations achieve lasting improvements in workplace relationships that produce measurable results and better corporate performance. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Wed, 13 Apr 2011 12:00:00 EDT http://www.adcomcommunications.com/adcom-helps-stryker-canada-celebrate/ http://www.adcomcommunications.com/advertising-genius/ Advertising people are the biggest and best fans of, well, advertising. Those of us in the business are the first to appreciate the genius that often goes into some mainstream product commercials. Here are three that simply wowed us on many levels ... from macabre humour, to eye bulging visual effects to just plain bust-a-gut goofy. They're worth a watch. http://www.youtube.com/watch?v=h6CcxJQq1x8 http://www.youtube.com/watch?v=Lc6U7_-BeGc By the way the mouse in this cheese commercial was a robot - animated for effects (so don't freak out!) http://www.youtube.com/watch?v=6tCtM8UEQv8 We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Thu, 14 Apr 2011 12:00:00 EDT http://www.adcomcommunications.com/advertising-genius/ http://www.adcomcommunications.com/adcom-launches-upscale-condominium/ After an intensive planning process, Watermark Condominium in historic Olde Oakville is now ready to launch. Recognized as one of the most prestigious communities in Canada, Oakville has become an urban representation of beauty, style, and refinement. Watermark sits next to Sixteen Mile Creek, and successfully demonstrates how heritage and contemporary architecture can co-exist in harmony. Adcom Communications has created a collection of sophisticated marketing materials that reflect a refined target audience. Janice Johnston, President of Adcom says, "it’s exciting to see this landmark project come to market. It will enhance the neighbourhood immensely.” About the Client Watermark Condominiums is the brainchild of a local Oakville, Ontario developer, who identified a niche market for sophisticated and spacious condominiums. The project plans to be one of the most exclusive residential condominium offerings ever to come to one of Canada's affluent communities. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results.Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com   Mon, 25 Apr 2011 12:00:00 EDT http://www.adcomcommunications.com/adcom-launches-upscale-condominium/ http://www.adcomcommunications.com/riocan-selects-adcoms-unique-strategy/ Adcom Communications was recently awarded the contract to market the new expansion of RioCan’s Yonge Eglinton Centre. RioCan is Canada’s largest real estate investment trust, focused exclusively on retail real estate. This prominent complex in Toronto’s midtown is preparing to expand the centre "up and out" with a multi-million dollar redevelopment and revitalization. The two office towers will have additional floors added. A street level pedestrian plaza at this landmark corner will feature an expanded retail podium, cleverly dubbed "The Cube.” This new concept in shopping, with its large reflective windows and street-level entrances, will feature on-trend fashion retailers. Adcom has developed a visually innovative brand campaign that will capture public attention onsite, in addition to extending audience interaction to new social media platforms. "Adcom is pleased to be assisting in creating this legendary new shopping district, " says Adcom President Janice Johnston. "RioCan has the vision to revitalize this iconic business and shopping destination.” About the Client RioCan is Canada's largest real estate investment trust exclusively focused on retail real estate, owning and managing the country's largest portfolio of shopping centres. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Mon, 02 May 2011 12:00:00 EDT http://www.adcomcommunications.com/riocan-selects-adcoms-unique-strategy/ http://www.adcomcommunications.com/bentall-kennedy-chooses-adcoms-lively-approach/ Adcom is proud to announce that it has been awarded the communications contract for The Interchange. The Interchange is an impressive and expansive entertainment venue in Vaughan, Ontario. The large scale property accommodates a premier collection of national entertainment and food service brands and draws from a diverse and dynamic demographic in what is considered a major Toronto tourism mecca. Adcom has been retained to brand The Interchange as a premier entertainment destination that is uniquely fun and engaging for a host of consumers.  The campaign encompasses video production and a social media strategy. "This is a fantastic opportunity to brand this significant property as an exciting suburban entertainment alternative to downtown Toronto," says Janice Johnston, Adcom Communication's President and Creative Director. About the Client Bentall Kennedy is Canada's largest real estate investment advisor and property manager. The company offers expertise in all aspects of leasing, property management, and retail properties. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact:Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Fri, 20 May 2011 12:00:00 EDT http://www.adcomcommunications.com/bentall-kennedy-chooses-adcoms-lively-approach/ http://www.adcomcommunications.com/pen-centre-hits-the-bullseye/ Pen Centre, Niagara's largest shopping destination will be the new home of Target, the wildly popular U.S. retailer with its trademark fire engine-red bullseye logo.The Pen Centre is one of 45 Ontario locations selected by Target Corporation to be home to this powerful brand. Pen Centre's Target store is scheduled to open in 2013 and will take over the existing Zeller's space, undertaking a twelve million dollar refurbishing initiative. This is the result of a deal struck with Zellers earlier in 2011 to buy the rights to 200 of its stores across Canada. Adcom Communications is proud to act as the Pen Centre's Agency of Record, and recently spoke with Rick Woodward, Pen Centre's Marketing Director. "The Pen Centre is pleased to offer Target's discount brand shopping to our customers. It will be a fantastic addition to our existing roster of exciting retailers," says Woodward. "It will also provide some leverage in retaining Canadian consumers and diminishing cross border shopping." Target is currently the second largest discount retailer in the U.S., only behind Walmart, with revenue of close to seventy billion dollars, and is ranked 30 on the Fortune 500. Few people realize the company was founded as far back as 1902, and opened its first Target store in 1962 in the small community of Roseville, Minnesota. This retail giant is indeed from humble beginnings. Congratulations go out to the Pen Centre on the acquisition of this coveted brand. About the Client The Pen Centre is Niagara's largest shopping destination with over one million square feet of retail space. The centre is one of an impressive portfolio of national retail office and industrial properties managed by 20Vic Management, in Toronto, Ontario. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Mon, 30 May 2011 12:00:00 EDT http://www.adcomcommunications.com/pen-centre-hits-the-bullseye/ http://www.adcomcommunications.com/stop-your-sales-from-running-on-empty/ As gas prices continue to be at record levels, it appears Canadians have cut back on their driving. Last January, consumer trend watchers predicted that if gas prices continued to rise, consumers would begin to implement changes in their driving habits. It has started to happen. Key changes include taking public transit, carpooling, biking (if you're in a metropolitan area), and most significantly for retailers, consolidating shopping trips. You don't have to have an economics degree to figure out that consumers have limitations in their budgets.  If they are spending more on gas, they feel the need to cut down on other things. For shopping centres, that means they need to be on top of their game. The "Customer Experience" needs to be a well-oiled machine. If customers are visiting your centre less often, the shopping experience has to be at its absolute optimum. That way, you can maximize the shopper's visit and encourage them to take full advantage of promotions and sales. If shopping frequency is a potential issue, then brand experience and engagement are the strongest drivers to sustain sales levels on every visit. It is important that customers are made aware of what's happening at the centre. Shoppers will plan their visit around sales, promotions and special events. Social media is the best way to provide leverage and value in communications. Awareness ranks high in terms of such social media tools as facebook and Twitter. By building meaningful content, consumers enjoy building communities around their shopping experience. They promote product discussions and share forums, becoming brand ambassadors. There is no question that higher fuel prices affect shopping behaviour. However, this challenge in the retail environment can be tempered to a large degree by focusing on your core values. Successful shopping centres do not abandon their marketing strategies; they adapt them. Fri, 03 Jun 2011 12:00:00 EDT http://www.adcomcommunications.com/stop-your-sales-from-running-on-empty/ http://www.adcomcommunications.com/adcom-delivers-value-added-with-national-client-exposure/ Adcom Communications joined Lynn Spence at Citytv recently to tape an upcoming episode of CityLine's Fashion Friday. A live studio audience enjoyed an informative and engaging fashion tour of one of Adcom's major shopping centre clients. CityLine broadcasts nationally through Citytv affiliates, and is one of Canada's highest rated shows targeted to women.  Currently in its 24th year, CityLine engages, entertains and informs viewers across the country with its unique live format and daily themed approach. Guest hosted by Jennifer Valentyne, one of Citytv's on-air personalities, Lynn Spence, Canada's foremost style expert, detailed how she created a variety of stunning looks from the mall merchants. This national network exposure succeeds in elevating Adcom's unique social media program for the shopping centre.  It supports shopper loyalty and elevates brand enthusiasm to drive seasonal fashion sales. About Citytv Citytv television stations in Toronto, Vancouver, Calgary, Edmonton and Winnipeg offer viewers intensely-local, urban-oriented, culturally-diverse television programming.   About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Wed, 22 Jun 2011 12:00:00 EDT http://www.adcomcommunications.com/adcom-delivers-value-added-with-national-client-exposure/ http://www.adcomcommunications.com/were-gonna-pump-you-up/ Our new "sizzle" video has gone live!  This energetic snippet is a creative compilation of our recent project work. Inspired to reinforce Adcom's branding, "Marketing Adrenalin," the final cut is a fast-paced cross-cut edit featuring our core services, from traditional platforms to innovative new social media campaigns. It's 50 seconds of eye-candy, along with a rip-roaring soundtrack that will get you pumped. If you missed it, go back to our Home Page and enjoy. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Thu, 21 Jul 2011 12:00:00 EDT http://www.adcomcommunications.com/were-gonna-pump-you-up/ http://www.adcomcommunications.com/groovy-gear-positions-erin-mills-town-centre-for-success/ For retailers across Canada, the Back-to-School season is the second biggest selling period of the year, after the holiday season.  It has important implications to the overall economy as consumer spending accounts for nearly 70% of the Canadian economy. To ensure top-of-mind awareness and drive sales to Erin Mills Town Centre, Adcom launched a targeted Back-to-School Promotion aptly dubbed "Back 2 School Tune-Up - The Ultimate Music Lovers' Survival Kit." Erin Mills Town Centre recognized that traditional back-to-school prizing was no longer the motivator it used to be. "Kids these days want cool, trendy items that reflect their unique personality and style," says Janice Johnston, President of Adcom. Erin Mills carefully selected a collection of contemporary, hip music-oriented prizes, along with a cash prize as an incentive to shop. The Music Lovers' Survival Kit included such hot ticket items as Skull Candy Smokin' Buds Headphones, iPod Nanos, iWatchz watchband for iPod Nano, and much more.  Gone are backpacks, water bottles and binders. This strategic promotion, along with traffic-driving deals from Erin Mills Town Centre merchants, successfully pulled shoppers to the centre.  These days, back-to-school shopping is a far cry from crayons and markers. Modern teens are a sophisticated, brand-savvy, plugged-in demographic that is worthy of careful attention. About the Client Erin Mills Town Centre is a gem in the 20 Vic portfolio of major Canadian shopping centres. Situated in the heart of Mississauga, Ontario, Erin Mills Town Centre features 170 fine stores and national brands. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Fri, 19 Aug 2011 12:00:00 EDT http://www.adcomcommunications.com/groovy-gear-positions-erin-mills-town-centre-for-success/ http://www.adcomcommunications.com/sexism-in-fashion-advertising-is-alive-and-well/ We all chuckle at a vintage ad from the 1960's with the headline, "The Chef does everything but cook - that's what wives are for!" We agree that things have really changed since those post war days. Yes siree, Bob! We women would never accept sexist, demeaning advertising like that these days. Absolutely not! Maybe, just maybe we should get off our liberated high horses and open a recent copy of many of the haute couture magazines on today's newsstands. Trust me, sexism is as alive and well today as it was 50 years ago. But, "modern" sexism has taken on a more sinister undertone. Many over-the-top fashion ads blatantly objectify women in a way that reduces them to body parts, implying women are submissive and subordinate. The Dolce & Gabbana ad is one of the most disturbing. As one reader commented, "it looks like a gang rape." The woman is subdued and vulnerable, inferring that she is compliant with a man's vision of femininity. The Sexual Assault Prevention and Awareness Centre in the U.S. is a reputable agency that promotes education advocacy and activism. They have been quoted as saying that far too much uber fashion advertising "glamourizes lifeless or emotionless women, that implies a rape culture and condones and promotes sexual assault and domestic violence." This is very strong language, however in viewing a good deal of contemporary fashion advertising, it is difficult to dispute.  The message is often power over the powerless, with the female depicted as the latter. It's indisputable that sexual mores have changed over the decades. However, in a society that's media driven, what is the impact of these gender stereotypes combined with a steady barrage of degradation?  The feminist mantra was chimed over the air waves by tobacco giant Philip Morris with their Virginia Slims cigarette campaign. "You've Come a Long Way Baby" bleats the jingle - highly ironic given what we are currently witnessing. Tue, 13 Sep 2011 12:00:00 EDT http://www.adcomcommunications.com/sexism-in-fashion-advertising-is-alive-and-well/ http://www.adcomcommunications.com/brother-can-you-spare-a-dime/ Many of our shopping centre clients support fundraising on their properties, for charities that reflect the community's values. Recently, however, many charitable initiatives have been falling short of projections. It goes without saying that the economic downturn has Canadians re-evaluating their donations. As generous a folk as we traditionally have been, we are all feeling the pinch. Canadian contributions dropped from 8.2 billion dollars in 2008 to 7.8 billion dollars last year. According to Statistics Canada, currently the most noble and forbearing of spirit are the oil-slicked Albertans. The per capita annual donation in our most populous prairie province is 596 dollars compared to the national average of 437 dollars. Ontario sits at 501 dollars, with Quebec at a stingy 219 dollars! Fundraising in a recession is tricky business. We have noticed many charities have stuck to out-of-date strategies, like pricey events and expensive promotional materials such as calendars. It is time for charities to re-evaluate their approach to fundraising in these charity-fatigued times. Don't talk about grandiose goals and unrealistic expectations, rather speak to achievable levels of success to which the public can relate. Put your fundraising programs under the microscope and sort through them like an overstuffed closet. Be brutal and do away with what hasn't been working. Who is the optimum demographic target for fundraising? According to the numbers, the average Canadian donor is 53 years old. Mon, 26 Sep 2011 12:00:00 EDT http://www.adcomcommunications.com/brother-can-you-spare-a-dime/ http://www.adcomcommunications.com/adcom-infuses-cookstown-outlet-mall-with-new-energy/ Adcom recently teamed up with Cookstown Outlet Mall to create new appeal for its brand. The popular discount outlet mall is on the cusp of a major redevelopment that will add more than 50 premier fashion brands over the next two years. The period leading up to a major repositioning can be a challenging time for marketers. Cookstown needed a short-term solution to strengthen its competitive advantage during the pre-redevelopment phase. Adcom recommended high quality fashion photography to rejuvenate the brand aesthetic. We assembled a talented team of professionals to produce a custom photo shoot, styled with a sophisticated mix of shopping centre fashions. The result is a compelling selection of high fashion imagery that immediately energizes the shopping centre's image. "Sometimes an idea as simple as a photo shoot can elevate a brand and inject an exciting new perspective," says Janice Johnston, President of Adcom Communications. Adcom's cost-effective strategy for Cookstown Outlet Mall has reinvigorated its current marketing campaign. The striking new photography now positions it not only as an outlet mall but as an upscale fashion destination, building momentum for what is to come. About the Client Cookstown Outlet Mall is one of the most successful outlet shopping centres in Ontario as a result of its popular brand selection. Situated on Highway 400, seventy kilometers north of Toronto, Cookstown has a diverse tenant base that features major international brands. About Adcom Communications Based in Oakville, Ontario, Adcom Communications is a full service marketing and communications firm that partners for success and delivers results. Contact: Janice Johnston Adcom Communications jjohnston@adcomcommunications.com Thu, 01 Dec 2011 12:00:00 EST http://www.adcomcommunications.com/adcom-infuses-cookstown-outlet-mall-with-new-energy/ http://www.adcomcommunications.com/top-10-questions-to-ask-about-your-creative-agency/ An independent view from the outside can give you a clearer picture. Here's our Top 10 Questions you should be asking about your creative agency. Does your agency ... Empower you with exciting ideas and problem-solving strategies? Have talented people at the helm with the experience to make a difference? Provide personal service to help you manage your competitive advantage? Bring discipline to your marketing budget to keep on track? Elevate the aesthetic of your brand with great creative design? Suggest traditional and social media solutions that actually work? Help you navigate fast-paced technology learning curves? Tailor your design and content to ensure brand integrity across all media? Offer budget saving strategies to improve bottom line results? Ensure high quality, "glitch-free" delivery to protect you from costly communication errors? If you answered "no" to any of these questions, maybe it's time to bring in the experts. Our conversations are free and to the point.  We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Thu, 08 Dec 2011 12:00:00 EST http://www.adcomcommunications.com/top-10-questions-to-ask-about-your-creative-agency/ http://www.adcomcommunications.com/top-5-donts-of-hiring-an-agency/ The statistics are staggering. In an average month close to one billion dollars in accounts changed advertising agencies. This is an incredible amount of turnover for any singular industry. What gives!? A lot apparently. One major reason is the chief marketing directors who hire the agencies often have diminishing tenure of less than 2 years. So when the marketing direction heads south, so does the agency. But there's another reason. Marketing is often seen as an extension of show business. When another brand's agency is in the headlines it can make the grass appear greener. Only too often, agencies are switched based on the wrong criteria. If you are in the market to hire an agency, it's a mine field out there. To begin with, determine your needs. Then look for advertising that compels you. Look for what you like and search out who did it. However, there are several DO NOTS when looking to engage an agency. 1. DO NOT screen out agencies based on size:  Many people think the bigger the agency, the better the idea. Talent knows no size! 2. DO NOT limit your search geographically: Keep in mind you are looking for the right fit. Today's lightening speed communications make doing business focused and efficient. 3. DO NOT make industry experience a requirement: Your brand needs to increase differentiation from competitors. Concise client briefings can allow an agency to apply their art of communications and marketing specifically to your product. 4. DO NOT make speculative work a pre-requisite for hiring: Spec campaigns don't do either client or agency any favours. Spec work can overstate an agency's true capabilities. Often freelancers are used to prep a pitch and then are nowhere to be found when the account is awarded. 5. DO NOT use a pre-set scoring method to determine an agency's capabilities. Some clients use the old cookie-cutter score card that rates an agency from 1 - 10, in a variety of disciplines. This is an antiquated methodology that can produce a false equation. Go with your gut! How should you hire an agency, you ask? Like this: Determine exactly what you need. Do you need a leader or a follower? Do you need a firm who will take your orders or challenge your thinking? Do you need flash or solid results? With myriad choices available in the market, seek an agency that best fits your bill. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Mon, 12 Dec 2011 12:00:00 EST http://www.adcomcommunications.com/top-5-donts-of-hiring-an-agency/ http://www.adcomcommunications.com/revitalizing-a-mature-brand/ I first noticed the shift in Danier's presentation back in September of 2011 when our team was pulling fashions for an upcoming video. Although all the Danier classics like their tailored black leather jackets, were still front and centre, there was an exciting splash of colour throughout the store. Complimentary accessories like butter-soft bags and totes were everywhere you turned, and there was a resounding fashion-savvy vibe going down. What I noticed that day was, as it turns out, no co-incidence. Danier was in the midst of re-defining its brand position in the market, and I was witnessing the onset of the evolution. A dynamic marketing team has launched a host of new creative strategies that are giving this forty year old iconic leather brand a makeover. The challenge was to stimulate existing customer interest while attracting a whole new set of younger consumers. The first order of business was to re-define the visual presentation. So they dialed up the creative by taking a very haute couture fashion mag approach to the photography. "Looks" were featured fully accessorized upping the designer cred. Danier is all about affordable luxury, the hot-button in today's market. Next, they connected with the Ryerson University School of Fashion and offered paid internships and an opportunity to design a new jacket to be sold in the stores. Judging was conducted through a social media voting process. This was a winning strategy that successfully introduced the brand to a youthful, new demographic. The stores themselves were given a facelift. Erin Mills Town Centre and Square One in Mississauga, Ontario were the first to unveil the new look. Sports concrete flooring, wood tables and glittering chandeliers demonstrate a real urban mix of textures. Danier gets it. To revitalize an established brand you need to know what your customers expect and how they want to experience it. Danier has retained the essence of a mature brand while re-defining themselves as fresh, dynamic and relevant. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com.  Thu, 05 Jan 2012 12:00:00 EST http://www.adcomcommunications.com/revitalizing-a-mature-brand/