Target is doing it. Nordstrom is doing it. Tommy Hilfiger is doing it. Are you wondering what singular activity it is that these diverse companies are all currently doing? They’re covering more ground, hitting more audiences. They’re increasing their market share. They’re expanding.

Expansion is a common goal associated with business and it can mean different things within different contexts. There are countless articles devoted to providing guidance on how you can expand your business right now. Regardless of industry, existing business size, or the type of expansion, expansion signals growth, success, and a desire to be even better.

Growth is natural and exciting, especially so when it comes to business. Recently Interkom has expanded as well – internally, that is. We are so pleased to share that we have taken on three new interns, and are welcoming two more next week. The fresh perspectives and skill sets filling our office have rejuvenated all of us and the new group dynamic has totally pumped up the energy and spirit of collaboration we pride ourselves on. I think I speak for the entire team when I say how excited we are to see how our team continues to transform as everyone settles in.

Keep your eyes peeled on this space. I will definitely be posting more often and my new colleagues Safa, Saeko, Steve, Calina or Kristine may even drop in to make a guest appearance!

-Lauren

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I’ve always been fascinated by publicity stunts. Publicity stunts usually represent the coming together of three things that reach people on a fundamental level: the spectacle, semiotics, and coolness. They’re tangible. They attract crowds. They blur the line between advertising and entertainment. They’re an innovative avenue for disseminating messaging and raising brand profiles.

Publicity stunts can be a secret weapon for generating or sustaining positive public relations, but only when the brand’s messaging is central, rather than secondary. The ultimate goal of a publicity stunt is to stimulate positive media coverage about the message behind the stunt; however, publicity stunts are risky because it is difficult to know what will work.

With that, I present you with Interkom’s top 5 list of notable publicity stunts.

1. Red Bull’s out of this world publicity stunt
When a publicity stunt is logistically supported by the U.S. Air Force and NASA, you know it’s going to be huge. Felix Baumgatner’s Red Bull-sponsored freefall from the edge of space was the most major publicity stunt in recent years. This was spectacle in its purest form. At its peak, the jump was watched by eight million streaming it live. Within the 24 hours following the great leap, the footage attracted an additional two million views on YouTube. Red Bull garnered tens of millions of dollars’ worth of global exposure with this stunt and brought its “Red Bull gives you wings” slogan to life in the most extravagant and exciting way.

2. Harley Davidson’s blessed publicity stunt
To celebrate Harley Davidson’s 110^th anniversary, Harley lovers will embark on a European road trip between June 13-16, 2013, hitting Central Rome, Vatican City and Port of Ostia. Part of this three day celebration includes 1,400 randomly selected motorcycles being blessed by the pope in St. Peters Square. Seems kind of random, right? It’s this juxtaposition that makes this stunt so compelling. It will be interesting to see the type of media coverage this event garners. Harley’s International Marketing Manager, Ken Ostermann, says the event is a testament to the brand’s continued global transformation and growing global fan base.

3. Pizza Hut’s half-baked publicity stunt
Pizza Hut recently dared the American public to pose the question “sausage or pepperoni?” to Obama or Romney during the Town Hall-style debate a couple weeks ago, offering a free pizza every week for 30 years or a cheque for $15, 600 to the person bold (or crazy) enough to ask. Although this promotion generated attention for Pizza Hut, most of it was negative and they were forced to cancel the stunt after serious public backlash. This failed publicity stunt goes to show that the public isn’t yet receptive to brands attempting to pervert the political process in the name of self-promotion.

4. Nestle’s sweet publicity stunt
Nestle’s “We Will Find You” promotion, launched in September throughout the UK, is basically a modern take on Willy Wonka’s Golden Ticket concept. Hidden inside six KitKat bars are GPS chips that activate once the wrapper has been opened. Within 24 hours of activating the GPS chip, the winner is located by helicopter and handed a briefcase containing £10,000 in cash, which translates to a little over $16,000 in Canadian funds. This is a great semi-stunt because it places the product front and centre and adds extra incentive to consumers. No winners have been identified as of yet, but no doubt that when the first helicopter touches down it will be a full-on publicity stunt and sight to behold!

5. Resident Evil’s gory publicity stunt
Capcom transformed East London’s Smithfield Meat Market into a pop-up “human butchery and morgue” to promote the sixth installment of the popular zombie-shooting game Resident Evil. The art installation, full of edible “body parts” was based on a character within the game and open September 28 and 29. Capcom even created a website and Twitter account for the fictional butcher. If that wasn’t enough, Capcom took this promotional effort to the next level by offering two lectures. The first lecture focused on food consumption trends throughout history and cannibalism, and the second explored the plausibility of the virus featured in the game existing in real life. I’d describe this multi-tiered publicity stunt as interesting, relevant to the brand and CREEPY!

Are there any recent publicity stunts that stick out in your mind? What do you think of our list? Share your thoughts on publicity stunts with us on Twitter at @Interkominc!

- Lauren

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In early August, Bill Lee wrote an article for the Harvard Business Review titled “Marketing is Dead”, igniting a rather passionate internet-wide debate between bloggers and industry experts about whether this is indeed true.

Understandably, a bold claim such as this would spur an array of reactions, but should we really start preparing a eulogy for our old pal Traditional Marketing?

Not quite. Yes, traditional marketing is evolving in light of this technologically-saturated culture we currently find ourselves in, but it is far from dead.

Marketing is a process of creating awareness among audiences. Advertising, public relations, branding and corporate communications are the tools typically used in tandem to support that process. According to Lee, these tools are ancient relics – irrelevant, inconsequential, and “dead”.

Pretty harsh, right?

Of course an integrated approach that utilizes digital marketing tools in addition to the traditional variety is more effective than employing either as a standalone, but Lee plainly states that traditional marketing channels and methods are devoid of value.

Once you digest the rebellion and confident certainty of Lee’s piece, you’re better able to stop and recognize that this claim simply isn’t true.

Would the world’s largest and savviest corporations shell out $3 million for 30 second spots during Superbowl if traditional marketing were dead? Other than fragrance samples within magazines, how could perfumers more effectively deliver their product to such a large portion their target market? Don’t we all know at least one person who has won a barbeque or digital camera thanks to Tim Horton’s annual Roll Up The Rim promotion?

As humans we can only reside within reality, and the reality of Western culture is that we are bombarded with commercial messages all day, every day. Yes, some of that messaging is delivered to us online, but a lot of it isn’t. The above examples demonstrate that. Is it really practical to completely discount all of the traditional marketing we are exposed to daily, whether consciously or not?  Traditional marketing tools are not only capable of prompting consumers to action, in some cases they may also tap into demographics not reachable via online methods.

Lee’s theory depicts social media as the phoenix rising from ashes of traditional marketing. Social media is indeed a powerful tool for audience engagement and increasing brand awareness, but imagine for a moment a marketing campaign that relies solely on Facebook, Twitter, and YouTube. Viral videos omitted, such a campaign would probably not be as effective, far-reaching or credible as an integrated campaign that spans all channels – online and off.

There is no denying the increasing importance of the online world in our daily lives. Consumers have more resources and autonomy than ever to make purchasing decisions thanks to the internet. I even agree with Lee that peer-influenced, community-oriented marketing facilitated through social media is extremely important, but it isn’t everything. So before you shed a tear for traditional marketing, remember that offline advertising directly affects online marketing activities, and that 60% of consumers are willing to make a purchase based on offline word-of-mouth marketing.

- Lauren

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The serpent is one of the most ancient and recurring symbols in human history. For centuries, the image of the snake has been used to denote fertility, rebirth and a creative life force in religion, mythology and literature.

Wondering why Interkom cares about snakes? It’s because we are a proud sponsor of Pythons’ Pit. For Halton residents with a creative business idea or product, Pythons’ Pit is their opportunity for rebirth as an entrepreneur.

Pythons’ Pit. The name itself excites, but the potential this contest holds for participants is even more interesting.

The concept is straightforward: contestants submit their great business idea or product for a chance to pitch it to a panel of local business professionals, The Pythons, in exchange for investment capital or a post-secondary scholarship. All applicants will receive feedback on their submission, and the top twenty entries will be asked to appear before a panel; the top ten entries, as selected by the selection committee, will participate in Pythons’ Pit.

There is $150,000 in investment capital and $10,000 in bursaries up for grabs.

This is a unique opportunity for budding entrepreneurs who lack the capital, know-how or confidence to make their dream become a reality with the help of real industry experts. In addition to the Pythons, there will be a panel of mentors on hand to provide industry insight and guidance to the top eight entries. Aside from the opportunity to win cash and exposure, this is a great chance for up-and-coming entrepreneurs to receive free advice from successful professionals who really have walked a mile in their shoes.

Randy Pilon, Founder and President of Virox Technologies Inc. in Oakville, was announced as the first Python; John Romano, Owner of Nickle Brook Brewery and operator of Better Bitters Brewing Company in Burlington, was announced as the second Python to join the panel. Four more Pythons will be announced shortly.

If you are even remotely considering going into business for yourself, you need to take the leap and seize this once-in-a-lifetime opportunity. Who knows, you might be one idea away from being the next Mark Zuckerberg or Sara Blakely!

Visit www.pythonspit.ca to learn more about contest details and review the application.

Good luck from all of us here at Interkom!

-Lauren

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Just when you think you’ve finally got a handle on search engine optimization, Google enhances two sophisticated webcrawlers, codenamed Panda and Penguin, to enforce their SEO best practices policies.

Gone are the days where a technically well-optimized site is enough to maximize your organization’s Google ranking. Sure, it’s still important to strategically select and place keywords, post a good amount of meaningful copy on each page, and trade links with high ranking sites, but these three keys no longer open all doors within the house of SEO.

Panda and Penguin represent a new era in Google’s quest to encourage businesses to engage people genuinely and ethically. This development in optimization challenges brands to advertise and present themselves with integrity – no linguistic tricks or technological gimmicks, just quality content. The goal is to improve the ranking of websites that actually contribute valuable information to the internet (think original content, research and thoughtful analysis) and undermine sites that publish low-quality content, keyword stuff and scrape.

So, what’s your SEO strategy now? Although these online entities are named after cute, cuddly creatures, they wield enough power to flag and penalize your entire website, completely threatening your Google ranking.

Interkom has some tips that will not only keep the black and white critters happy, but also preserve, if not improve, your SEO.

1. Choose the right keywords.
Keywords are essential to your online presence. Strategically and logically select words and phrases that your customers would use to find you and your service or product. Selecting effective keywords can be trial and error, so use Google’s keyword tool to ensure you’re targeting the right people. Remember, be careful not to overuse keywords on your site because Google may view this as keyword stuffing.

2. Write great content.
Webpages with high-quality content are more likely to be shared and promoted socially. This is a great, relatively easy way to increase your brand’s image as an industry leader and garner backlinks that aren’t spammy.

3. Engage your audience.
Leverage all online platforms to facilitate two-way symmetrical communication, not one-way promotion. Facebook is an excellent tool for truly connecting and sharing with customers. Post information of interest to your stakeholders. Encourage questions, comments and dialogue. Stimulating online conversations is the essence of new-wave SEO.

4. Mix it up.
Create, curate and share a variety of content like videos, images, presentations, and so on. Content that is relevant, informative and interesting will appeal to your audience no matter the medium. Plus, varying the vehicle for your content offers viewers more than one avenue for engagement. Don’t forget, Google owns YouTube, so harness the platform to spread your message and increase your SEO!

5. Avoid blog networks.
Google dislikes unnatural link-exchanges between blogs and websites. To avoid having your website flagged, let link sharing happen organically. If you generate dynamic content that appeals to your audience, your links will be shared. Also, avoid paying for links. Google has a somewhat ambiguous no-paid-link rule and you might be penalized!

- Lauren

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My revelation for the day: There’s money to be made in social media. I know, I’ve stated the obvious. From the gazillion-dollar prize that is the Facebook IPO to the growth in social media measurement applications (our new favourite is SproutSocial), the opportunity for getting ahead by getting together digitally continues to boom.

I just finished reading a recent edition of Advertising Age (April 30, 2012) which features its annual state-of-the-advertising business report. No surprise that digital agencies showed the most growth in both revenue (17.1%) and jobs (17.4%). In fact, more than 30% of last year’s U.S. agency revenue (an impressive $10 billion plus) was generated from digital services including media planning, analytics and digital offerings.

Social media has definitely taken its place at the grown-ups table. Omnicom President and CEO John Wren said, “We believe that 2011 was the year in which the historical distinction between so-called traditional media and digital media disappeared. …Everything we do has a digital component to it.”

Social media companies were the stars of the first worldwide digital ranking, reporting a more than 53% growth in earnings.
According to Advertising Age’s Bradley Johnson, “You can’t do PR without understanding social media.” Apparently you can’t make the big bucks without it either.

- Pamela, Guest Blogger

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The start of 2012 has brought many new clients to our growing Interkom family. After more than 3 decades in this business, I am pleased to report that it’s still a thrill to get to know these clients, earn their business and learn about their unique communication challenges and opportunities. Each new client is as rewarding as the last and they are all keeping me young at heart. 

We would like to welcome the following organizations! Let the journey begin.

• Bosch Rexroth Canada – Burlington
• Canadian Journal of Administrative Sciences – Hamilton
• City of St. Catharines Performing Arts Centre
• Heart House Hospice – Mississauga
• Lansdowne Children’s Centre – Brantford
• Toronto Hostels Training Centre – Toronto

We can't wait to see what the rest of 2012 has in store for Interkom.

- Martin

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When I get into my car to drive to the Burlington Interkom office, I adjust the mirrors, lock in my seat belt, and set the radio dial to a news station with traffic reports. While this may seem a self-defeating exercise in futility,  I only have a few short blocks to drive, which takes about as long as it does for the announcers to list just a few of the traffic snarls, fender benders, rollovers, and bumper-to-bumper jams throughout the Golden Horseshoe region.  

Every day, I breathe a sigh of relief that I am not standing shoulder-to-shoulder on public transportation or sitting stock-still in my car, an hour away from my workday and short on coffee.  

I have done many commutes in my life, including a 5-hour round trip commute to an office in North West Toronto (walk, Go Transit, TTC subway, TTC bus, walk, office) a 4-hour daily commute to an office in North-East Toronto (walk, Go Transit, TTC subway, TTC bus, transfer, TTC bus, walk, office), and an hour long commute to an office in North-Western Alberta, which was comprised of dodging deer, evading elk, avoiding rock-spitting gravel trucks, and giving a wide berth to jackknife-prone log trucks, all on an unplowed two lane highway.

Comparatively, a five minute commute is hardly worth warming the car up for.  

Mid-January marked the 58th Anniversary of Westinghouse President Herbert H. Rogge uttering the prophetic phrase “Golden Horseshoe” at a speech to the Hamilton Chamber of Commerce.

“Hamilton in 50 years will be the forward cleat in a 'golden horseshoe' of industrial development from Oshawa to the Niagara River…It will run from Niagara Falls on the south to about Oshawa on the north and take in numerous cities and towns already there, including Hamilton and Toronto.”  

With that, Rogge defined a region, gave it a moniker, and a raison d’être.  

The Golden Horseshoe is a great place to live, and the 6.5 million residents – nearly 20 percent of Canada’s population – who live and play in over forty-five diverse communities, are constantly changing, as are the communities themselves.

Situated on prime real estate along the Quebec City – Windsor Corridor, the industrial, commercial, retail and recreational opportunities are as immense as the geography of the curved, lake-defined region itself.  

Geographically, the region is a host to many unique features, including hundreds of kilometres of the Niagara Escarpment, complete with dozens of waterfalls, unique landforms including the Cheltenham Badlands in Caledon and the Oak Ridges Moraine.  

Ecologically, the region features wetland meccas for waterfowl, uncommon areas of Canadian Carolinian and towering old-growth forests, rare species of amphibians, and a large stretch of Lake Ontario as a haven for wildlife.  

Like a horseshoe, the region often takes steps, both forward and back.  Since the economic downturn in 2008, the Golden Horseshoe, as well as much of Ontario, has been battered – but not broken – in many sectors of the economy, impacting everything from employment rates to housing markets to political campaigns.  

But the old adage of slow and steady sometimes really does win the race, and efforts from innumerable community groups, not-for-profits, public and private sector companies, advocacy organizations, and political groups have managed to keep the shoe on the horse, and the horse on the track, so to speak.  

Interkom has been privileged to work with many of these groups in helping to make this region one of the best places to work, live, and play in Canada, including the Burlington Economic Development Corporation, St. Catharines Performing Arts Centre, The Burlington Performing Arts Centre, Young Drivers of Canada, and the Burlington Community Foundation.

So for those who are standing shoulder-to-shoulder on a subway or bus, or sitting stock-still in a traffic jam, there is some consolation.  

It’s a small price to pay to live in the Golden Horseshoe.  

- Mike 

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Our client, Sheppard Centre Apartments website won the recent Federal Rental Property of Ontario’s 2011 MAC Award for Best Property Management Website for a Single Property!

Our over all vision for the website was to create a clean, vibrant and user-friendly interface which encourages prospective tenants to check out what the Sheppard Centre Apartments has to offer. We felt it is was important to establish a connection right from the start. The new website engages the audience in the new digital age of social media through outlets such Facebook and YouTube.

The website includes a state-of-the-art Residents Portal where tenants can interact, be informed, communicate with staff and pay their rent online. For example, an online Maintenance Request Form has given residents the ability to connect with property management staff from the comfort of there own apartment.

Check out the Sheppard Centre on YouTube.

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