October 17 Media welcomes our newest team member, Flora Leung! Flora is a marketing and communication co-op student from Simon Fraser University, and she’ll be working with us for the next four months as our Marketing and Administrative Assistant. Check out our interview with her below to learn a bit more about this go-getter. Welcome to the team, Flora!

What’s your degree in?
I’m working toward a joint major in Business and Communication at SFU with a concentration in marketing and media and culture. It gives an interesting mix of perspectives on advertising, public relations, and popular culture, and I love it!

Favourite marketing campaign?
It’s hard to choose a favourite with the amount of inspiring, creative work out there! But I’m a huge fan of guerilla and viral marketing, and I thought the recent campaign on Chatroulette for the horror movie “The Last Exorcism” was very clever. I was too chicken to watch it at first, but I’m glad I forced myself to sit through it. It’s actually not that bad, but I’d better warn you that it’s not for the faint-hearted!

Favourite marketing-related website?
Facebook. I spend an embarrassingly copious amount of time on there (especially during finals), but I’m sure I’m not the only one!

What’s your dream client and project?
I would love to work with a clothing company to promote their brand online. I’m very interested in culture and brand management, and fashion brands are often dynamic since they are closely tied with other forms of culture – music, art and design, lifestyle, celebrities, etc. I think it’d be a cool industry to work with, whether it’s for a big company like Converse or a local designer like Eugene Choo.

Best attribute?
I’m excellent at getting coffee and making photocopies. Haha, just kidding! My best attribute is that I give 200% in everything I do.

Favourite chocolate bar?
These questions are hard! I’m a major sweet tooth, so I love all things chocolate. But Oh Henry sits pretty high on the list. Peanuts, caramel, fudge, and chocolate… it’s got everything!

Pet peeve?
Slow walkers! I’m almost always half a block ahead of my friends… even with my bad knee!

Strange fact about you?
I don’t know why, but I can’t drink cold milk. I can eat ice cream, drink smoothies, but I just can’t drink milk without microwaving it!

It was estimated that, despite the economic downturn in 2008, Canadians were still able to donate approximately $8.9 billion to charity. Though this was a 5% drop from the previous year, it’s certainly no miniscule amount, not to mention the thousands of hours of volunteer work we worked for non-profits. It seems we are more aware of the importance of giving of our resources and our time, much more that we were a decade ago. The techniques of today certainly differ from those in the 80s and early 90s, when only those large organizations who can afford TV, print and radio advertising (plus a celebrity endorser or two) could get the word out.

The Internet has become the great equalizer, where everyone with a cause can spread their message, and now so more than ever with Facebook, Twitter, YouTube etc. Social media and non-profits seem to the perfect match – both relying on people’s participation and beginning from the grassroots. In the past 5 years or so, many organizations, big and small, have used social media for their own causes. It is inexpensive and cost-effective, allowing them to directly contact with their target audience. But whether you’re a seasoned campaigner, or just getting your feet wet, it’s not as simple as just building a website and expecting the dollars to start rolling in. There are a few key tips you should keep in mind, if you want to start your own cause marketing campaign, which will keep you on track to get that hole-in-one.

Have a Clear Objective

Of course, this is the most important decision you’ll have to make as an organization. Do you want more donors? Do you want to raise a certain amount of money? Do you want people to come to an event? This will set the theme, the tone and goal of your campaign, as well as find the best platforms for you to reach your audience.

Know your Target Audience

It’s most likely you’re targeting young people if you’re using social media; after all 98% of people ages 16 to 24 in Canada are online, according to the 2009 figures from Statistics Canada. But don’t discount the older (and most likely, richer) folk – 66% of them (those over 45 years old) logged on, up 56% from 2 years before. Knowing who you want to listen to your message will make sure you tailor it to them so they’ll take action. Read what we wrote here recently about marketing to women.

Invest in Your Strongest Suit

You do have to spend money, to make money, as the old saying goes. However, that doesn’t mean you have to run up your budget to have an effective campaign. It’s about allocating your resources where they’ll yield the most results. An expensive, flashy website would be nice to have, but do you really need one? Perhaps a few, targeted Facebook ads, plus a some legwork from a few volunteers could be all you need.

Have a Call to Action!

Once you’ve gotten people’s attention – then what? Do you want them to write to their representatives? Take to the streets in protest? Or give you support by donating money? The call to action is the next most important piece after defining the objective – what do you want people to do? Simply clicking on “Like” on your Facebook Page (or becoming a fan via SMS text) probably will not make a difference. Don’t get us wrong, having 100,000 fans is pretty cool, but mobilizing those people or getting them to do something will be better!
Don’t forget to say “Thank You!”

At the end of campaign (successful or not) the last step is to follow-up with your supporters – write a thank you email or letter, letting them know what happened to your campaign so they feel their contribution was worth it.

Charity campaigning can be a lot of work, but as with any giving project, the rewards can be much greater than you’ll ever expect. Real charity, after all, is giving without the thought of remuneration. Have a question about social media or cause campaigns? Do drop us a line at 604.688.7616 or contact us via email/Facebook/Twitter and we’ll be happy to answer any questions you have.

This is L.A.! Tamara Brooks, co-founder of October 17 Media was living up the life at the 62nd Annual Emmy Awards with her Emmy-nominated hubby (for his Special Effects work on Stargate Universe) just at the end of August. And guess who she got to hang out with? None other than The Old Spice Guy aka Isaiah Mustafa.

All you avid October 17 Media blog readers out there know we’re big fans of Old Spice’s recent marketing campaigns. The recent video responses to fans’ Twitter and Facebook Wall questions was a fantastic viral explosion on the web back in early July 2010. Check out this video of him on Ellen – he really is that nice, down-to-earth and cool! As with any online marketing firm, Isaiah, we love you <3

We're big on social media and love creating online marketing contests to increase traffic to websites and raise brand awareness. Find us @oct17 for social media tips and become a part of the family on Facebook!

Mobile marketing is not exactly a new concept but it has yet to catch up to other conventional platforms due to a few drawbacks. The reach of mobile technology is dependent on the number of mobile devices in use today. Very few people can function without a mobile phone and with the advent of 4G smartphones (who’s got their iPhone 4?!), the reach and ability of a mobile device has grown tenfold. Naturally, it makes sense that marketing through these devices will mean the ability to access more people directly. Even your grandma is using her phone to browse the web (Hi Grams!). Ergo, getting a mobile version of your site and incorporating mobile advertising using tools like AdWords is a smart marketing strategy move, especially if you are in the retail industry. Read more about how to do that on our previous blog post.

Considering the number of mobile users in the world, mobile marketing as a concept sounds very lucrative. Unfortunately, mobile users have yet to take advantage of the widespread technology that can enable this marketing tool to succeed. For example, do YOU have a mobile version of your website? If yes, does it look exceptional for iPhone, Android, Blackberry and other mobile users? How accessible, functional and relevant is it to your customers? Believe it or not, mobile marketing is no longer “in the future”; ladies and gentlemen, it is NOW. If you’re interested in joining the world in going mobile, be sure to check out Webcopyplus‘ must-read blog article about how The World is Going Mobile. If the issues standing in the way of mobile marketing are addressed one by one, it can easily overtake email marketing.

Mobile Shopping Made Easy

Mobile marketing has definitely benefited from the advent in mobile broadband technology. Smartphones now make it very easy to browse the net and the prices of mobile Internet packages have also come down in the last few years. Mobile users, especially women, now prefer to use a mobile device to shop online. In the meantime, online stores are also accommodating mobile shoppers with mobile friendly versions of their websites.

There are also various mobile applications available out there that can be used to make mobile shopping easier. For instance, Google recently launched a unique mobile marketing feature in the US. Shops participating in the program will sport a 2D barcode that a mobile user can read by taking a picture. The Google Maps application on the phone can than automatically transfer the user to the retailer’s website, showing coupons and offers available online, product reviews etc.

Security and Privacy

Even though mobile marketing and advertising is one of the top ways to reach a lot of people while being personal as well, the biggest drawback of mobile marketing is consumer privacy. Because mobile phones have GPS trackers and they are listed under a person’s name and address, industry watchdogs are weary of how seller’s information can be misused. The popular opinion is that mobile marketing can be akin to stalking. The mobile device is always with us and we cannot sort or filter calls and SMS from personal and commercial contacts, unlike emails.

Considering how identity theft has become a large issue in the US, mobile shopping will have to go a long way before users are reassured. The Federal Communications Commission (FCC) has already come up with basic rules on privacy for mobile marketing and shopping.

Not all agree with this line of thought though. After all, just how secure is the Internet compared to the mobile Internet? Many consumers feel that their mobile devices are just as secure as their laptop and are willing to shop using their handheld devices.

The other big drawback of mobile marketing is the “irritation” factor. You are enjoying a quiet lunch with friends or discussing an important project and the phone rings to announce the latest sale in the nearest clothes store. Unlike emails, calls and SMS demand our immediate attention and barge into our life. Repetitive calls about loans, mortgages, sales, credit cards etc. can annoy any normal person. Unless mobile marketing can come up with a way around this, users are likely to stay negative about this marketing tool.

On-the-Go Convenience

The other way round though, users are happy to be able to access and buy products online through their mobile devices. A recent survey showed that 94% of women prefer to use their phones to surf even when they have access to PC and laptop. Moreover, women are also the most avid mobile shoppers considering they spend a large chunk of the day interacting with friends online via Twitter and Facebook anyway.

If you’re still unsure about whether or not your site is ready to join the mobile world or if you’re ready to join the bright side, we’re only a tweet, email, Wall post or call away! Show us some love by following us on Twitter or Liking us on Facebook. If you like what you’re reading, let us know by clicking the juicy “Like” button below

Written by:
The Online Marketing Wizards {Profile} @ October 17 Media
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Get yourself a one-on-one online marketing workshop with
co-owner of October 17 Media Tamara Brooks on the cheap!

So, what’s the cost?

$125 for 1 hour session.
—–OR —–
Mention this blog post and receive the same session for $89.95 (plus HST).

Get ideas and tips specific to your company’s online needs and goals

Bring your laptop, this is a work session!

• We’ll review your website and provide tips on how to convert traffic more effectively.
• We’ll look at your social media presence and make recommendations on how to improve.
• We’ll help you learn how to track metrics and return on investment.
• We’ll help you review your paid advertising and search engine optimization strategy.

Available slots:

Wednesday August 18
- 11:00am, 1:00pm, 3:00pm

Wednesday, August 25
- 11:00am, 1:00pm, 3:00pm

Where? @ the October 17 Media office
Call us to book: 604.688.7616 or email Tamara now!

Oh, and not to brag, but Michael Ford, winner of our most recent “Tag-to-Win” Facebook contest, and of Michael Ford Photography, recently had a two hour session and said:
“Thanks so much for the session this morning. Very informative, full of loads of great ideas and suggestions. I really appreciated that.”

Written by:
Tamara Brooks {Profile}: Online Marketing Wizard @ October 17 Media
———————————————————————————————————–
» ‘Like’ us on Facebook
» Follow us on Twitter
» Subscribe to our quarterly E-newsletter
» Contact us