digital north-ink

2013 Trends and Classics

2014-01-02T13:19:00.000-05:00

It’s a brand new year so let’s look back on some broad trends and some old consistencies.

Digital North is entering its 19^th year of business; we have seen a lot of changes over those years. This past year (or so) has for us really seen the turning point of the template. Word press of course has been around for years but this year we have really seen its impact on the business world. More and more businesses are jumping onto that system rather than a custom CMS. A word of caution though, some designs can be harder to program and the user interface that Wordpress isn’t as simple as our PHP CMS systems.

Going along with that template world is the preference for large blocks of graphic coloured space and loosely set design items (In my mind the two are connected). Simplicity seems to be the word of the day with clean straight lines and not a lot of design-y extras.

We have also seen the rise of the app and mobile site. If you’re not using a smart phone we are not talking to you, but for everyone else it’s have it my way, from iphone to ipad, galaxy tab, windows RT… ect, ect, ect… it’s all about the user having right looking content on the platform they are using.

In the end these trends come and go and we will continue to watch, respond and add to the greater online world but remember; the classics never change, you can’t beat a clear marketing direction, a focus on the user experience and clean navigation will get you there every time.

Oktoberfest

2013-04-03T12:39:00.000-04:00

You say the word Oktoberfest around KW it brings to mind many images. Usually fun ones, beer, costumes, polka, parties and so on. You normally only hear the word around October, well maybe September and often with the words “are you going to”.

To us at Digital North Oktoberfest is an ongoing discussion as they are one of our clients. We work together often and are usually building some new online addition to the site for the next festival.

So when we received the email telling us of Mark Kreller’s death, we were shocked. And to be honest I have trouble finding the words to express the loss.

Mark was a friend and colleague. We met over 18 years ago at CHYM when our offices were next door to them, we worked with him at the OAC, we built his logo for Kreller communications, kept in touch over the years and got to work together again on Oktoberfest for the last several. Mark’s passion for the festival and for this community was remarkable, he was a joy to work with and his stamp will echo for years to come.

He made us better; he made the work we produced for Oktoberfest stand out and all I can say is he will be missed.

So much so that now, and I’m sure for years to come, when we say Oktoberfest, we will remember Mark mixed in with those images of fun and friends and polka and beer.

Thank you Mark for all the memories.

Afternoon delight

2013-03-14T14:50:00.001-04:00

Here is what happens when it’s Thursday afternoon, it’s been a long, productive week and the third cup of coffee has just kicked in. (Please note, no actual phone solicitors where seriously harmed in the following exchange.)

Ring Ring!
I pick up, "Good afternoon, Digital North media"

"Hi there this is Ian, I’m calling from ****** & Co. may I speak with the person in charge of your companies marketing?"

"Sure, how can I help you?" says I, congenially.

"Well sir do you generate sales from you companies website?"

"Yes we do" still congenial.

"Well, our organization specializes in SEO, website optimization, key word management and design and we can put your company in the centre of the internet. We would…"
About this time I kind of tuned out, Ian sounded young and was excited to get his pitch off, not to hurt his feelings I waited and sipped my coffee, read a client email and checked face book. At the end of this I asked? (And yes, still congenial.)

"So Ian, do check the websites of the companies you call ahead of time?"

"well … no"

"Because Ian, we are web design company and experts ourselves in the fields of SEO, social marketing and online branding and to be honest, were better than you guys."

Ian responded "you think so huh?" (A little sarcastically I might add)

"Yes, I do Ian, first, you didn’t know anything about who you called and secondly, you’re the company using blind telephone solicitation to raise awareness about SEO and online sales."

CLICK (Ian had hung up.)

Ahh, the fun you can have on a Thursday afternoon.

Your New Years social resolutions

2013-01-03T11:24:00.001-05:00

It’s the New Year and it’s time to make some resolutions. Here are a few social media resolutions you can make for your business.

1 Stop ignoring social media.

You don’t like face book, you don’t understand twitter and you have no idea what a “Farmville” is and you really can’t understand why people do.

Deal with it, because you’re missing out. The reality is humans love social interaction and its here to stay. The mobile era and the reality of open online have added to the human process of interaction ad while the social landscape of what website or system will evolve and change its unlikely the human need to will. Word of mouth has always been the cheapest and most effective way to communicate your idea or product so why would you leave that out of your marketing plan.

2 Stop ignoring your audience

Social circles are all around us.

Your employees, their families and their friends form your network. Don’t ignore them. That network connects to hundreds more people who may be interested in your product. By creating relevant and interesting content you engage your network and can spread your message further into the social sphere so hence the more you share with them the further that word will go.

And no we don’t mean another cat picture with a pithy saying.

3 Stop thinking you can toss your online branding to a younger employee because they “get it”.

Just because the lowest employee on the totem pole likes facebook does not make them the go to person to manage your online brand. Hire a professional, this sort of work can grow into a full time position but if you build it smart you can keep it manageable and scale your investment of time to match the work load.

Oh and yes we are biased, you should call us, or at least like us on face book.

4 Start now.

Make this social world a priority. Get involved, put a smile on your face and enjoy the learning. Like all worthy endeavors it takes time to see results and build success.

The reality is marketing does not sell products people do. Social media when done correctly can feed your sales team qualified leads and prospects. Make it a point to build your online brand and you won’t regret the result.

time to mobilize

2012-06-12T16:21:00.000-04:00

So here is the simple statistic. In 2011 manufacturers shipped 487.7 million smart phones but at the same time only shipped 414 million computers, that includes laptops, desktops and tablets combined. So here we are in the days where mobile devices have taken the lead. As you already know, these are not cheap kid devices. They are fast little processors with customized to the user applications which are cheaply purchased on the android, BB and itunes stores. These apps cover games, work related, database driven apps and a huge variety of user specific needs in pretty much any arena.

So, how do you think this is going to affect your website?

Ever taken a look at your site through your Blackberry curve?

Go ahead, I’ll wait…

Yeah, pretty tiny huh?

Even sites displayed on the giant Samsung galaxy s2 are underwhelming. Customers will have a tough time navigating websites designed to fill 20+ inch monitors laid out to fit resolution of 1024 or more across with multiple level dropdown java enabled menus, and don’t even get me started on flash, which doesn’t work on apple products.

So what are you supposed to do?

Well welcome to the mobile site world, one more marketing bit you are going to need. The mobile website can be designed to fit your companies brand and marketing approach, but is simplified to meet the devices requirements and more specifically your customer’s wants.

The good news is you don’t need additional hosting or a new domain name. The site works from your existing server and domain hosting. More important is narrowing your approach to what the customer needs and wants are, be it your contact info, your product or distributor list is of paramount importance. Keep in mind the site will appear a little different on each different phone platform (android, apple and blackberry). Just remember less is more.

You can see an example of a mobile site, just point your browser at our page, DNM.ca and see the difference. Give us a call and we can show how to mobilize your website.

2012-05-24T17:22:00.000-04:00

It’s a game, it’s an app its fun. It’s foursquare.

So one of the newest bits of smart phone fluff we have been experimenting with lately is called foursquare.

Foursquare is a smart phone app that combines location GPS mapping, a bit of competition, some marketing and a whole lot of over sharing. So you know the facebook crowd will love it.

The premise is simple. You create a profile, connect with your friend on facebook, chose to or chose not to share with your online social media points like twitter and facebook, and as you visit locations you check in with your foursquare on your phone. You earn points and badges the more places you visit, visit a location frequently and you become the mayor. Points are on a rolling scale so if you don’t check in your points vanish. Hence the competition portion of the app.

The social point to this is you can leave tips and comments about the location your visiting. Is the waiter a bit surly at your local pub? Find a great sale item at the mall? You can mention it when you check in. The marketing side lets companies leave coupons and special offers that reward check-ins.
It’s a great way to locate a restaurant or specific serve in your area and get reviews before you go.
The downside to this app is its GPS centered so if you’re worried about someone stalking you give this a pass and for heaven’s sake don’t check in at home.

Over all it’s worth checking out, since it’s free you can’t go to far wrong, but don’t be surprised if you find the interest level thinning out over a few weeks.

puzzle this out

2011-08-02T09:12:00.002-04:00

we all love a puzzle, some more than others.
It can be a simple turn of phrase or and over the top video social media experiment.

in the vein of lost (which btw was a show I liked, then hated) a new online show is running brought to us by the director of "Disturbia" DJ Caruso.

Called the inside experience this live social entertainment venue is tying in YouTube video with face book.
Building on the premise that a young girl is kidnapped then held in a room with only a PC (not a Mac lol) and internet access. She uses her connection to plead help from the outside world.

the videos link back her face book page where ravenous fans scour clips and images connected to the site looking for clues as to Christina's whereabouts.
Christina herself adds clues daily in this real time online drama play.

what's interesting is the fans on this page actively participate in the search for this fictional girl
and run an active commentary as they compare clues.
While only on day 6 the show has over 20 thousand likes on facebook with over a million users watching the videos.

Beyond the obvious brand statement "inside" for Intel the buildup of this video link back to building audience attendance in the theaters
the director makes a requests for fans to be included in the final cut

see ...http://www.youtube.com/watch?v=MtYip3MFwFQ&NR=1
and hoards of wantabe fans respond by post casting calls .... http://www.youtube.com/watch?v=MD_hq08ufmA&NR=1

It will be an interesting result to see if that inside experience brings in box office numbers.
stay tuned

http://www.theinsideexperience.com/#/

http://www.facebook.com/pages/Christina-Perasso/214021851970980?closeTheater=1&sk=wall

large... i mean grande

2011-06-23T13:45:00.001-04:00

I figured out why mankind will fail.
It all came to me on the linked site below.

http://www.mystarbuckssignature.com

It's a great little site, well programmed but it puts it into focus how out of focus we are. Specialization to such a degree
how can anyone keep up with it. and more importantly why do you need it.

Whatever happened to coffee.. black one sugar, maybe a shot of baileys on a weekend.
BTW Id like to order a Double Grande 1-Pump White Chocolate , 1%, Stirred, 2 Sugar in the Raw® , Espresso Macchiato... to go please.

butter effect on your popcorn?

2011-03-16T09:27:00.001-04:00

You know what advice is to anyone shooting a video? It doesn’t matter if you’re doing semi-pro stuff for weddings or your kid’s hockey game. Buy a tripod. I’ll say it again, BUY A TRIPOD.

I took the family last evening to see the movie Battle:LA. Quick aside; Not a bad man vs. alien movie, the usual fare of explosions, sacrifice and man overcoming the technologically superior ET.
About hour into the flick, my head is thick and dizzy. My teenage son is holding his head as well. The camera movements are dizzying.

It’s the shaky cam effect.

The latest addition to the director’s style arsenal is the idea that the camera is part of the shot. Breaking through that third wall to try to bring the audience into the scene with the actors. It was pioneered as early as 1925 made mainstream on TV shows and really taken to the edge on the Blair Witch. A few years ago while watching Cloverfield I had the same ill feeling. The whole film shot from a handheld camera. I would have happily swallowed the idea that the character broke into a camera store and used a tripod the whole movie. The effect, for me didn’t help the story, it got in the way.

I appreciate the idea that the director is looking to bring to the audience the immersive effect of being right in the action. Both movies did that, the camera jerked and swayed as the marines ran, flew violently when explosions happened, and the effect covered the short comings in the set when it needed to.

But as a technical way to cover mistakes or a vehicle to depict the scenes it doesn’t add to the story.
Legendary cinematographer Conrad Hall, (American Beauty, Butch Cassidy and the Sundance Kid) worked wonders turning mistake like lens flares into cinema art. The “mistakes” turned into the effects and built upon the story. Some were happy accidents, some not. But the shots told the story.

And that’s the important thing. If it doesn’t add to your story, it takes away from it. This is true for video, web or print.

Regardless of the effect, the popcorn was delicious. You can catch a video discussion with Conrad Hall on the below link.

http://www.youtube.com/watch?v=mas4zNdBhzo

The story of tweet success

2011-03-10T09:07:00.003-05:00

10 reasons to get yourself a twitter account.

At this point Ive explained twitter to more people than i can shake a stick it… I can shake a stick a lot. So here is a quick summery of some of the reason to use twitter.

You can follow the adventures of digital north staff and crew on twitter by clicking here http://twitter.com/digitalnorthink . Make sure you follow us!

1. It doesn’t cost you anything.

2. You can tweet from your mobile device to promote your business.

3. It can be used to build your email database by posting email offers.

4. You can use it as news feed for your website.

5. Use twitter to show potential customers your involvement in the industry and competitive edge.

6. Follow and build industry trends.

7. Build a customer support area and reduce your tech support costs.

8. Focus your rewards programs on people who promote your business.

9. Gather raw customer intelligence and feedback.

10. Connect with your local area suppliers and customers.

You can set up your own twitter account by clicking the link below or better yet call us and we show you how you can use twitter and other online tools to promote your business.

https://twitter.com/

Another round of attack ads barkeep!

2011-01-21T14:18:00.002-05:00

You know, for a country not in election mode the big boys sure are busy.

Last week the Harper Conservatives launched their attack ads. Not really a surprise. What bugs me about these ads is that they are simply attack ads on the liberal leader’s credibility. He lived abroad; he worked for the Americans and so on. Nowhere in the ads is any content as to what the Conservatives will do, how their policies are better. In the case of ad attacking the Liberal almost Coalition the Conservatives slam the Liberals for daring to think about forming a government this way, forgetting the fact the Harper tried some years ago.

You can view the ads here.

http://www.youtube.com/user/cpcpcc

Now the Liberals are not much better but I’ll give them the credit, their ads at least focus on what the Harper Conservatives have done wrong. But having just heard Michael Ignatieff speak at a town hall meeting indicating they would focus on the issues and leave the attack ads to the other guys it leaves me to wonder now that they are using them

Fair enough, the Liberal ads aren’t personal attack ads, but they do use fear as a motivator to not vote Harper.

The Liberal ads are here.

http://www.youtube.com/user/liberalvideo

The issue is one of how to use the media. Ads that attack or use fear as a goad work all too well, and they shouldn’t. George Bush in his 2004 campaign against John Kerry used fear to turn public opinion against a decorated war vet (something that usually resonates with the middle class voter) making Kerry having served a negative. George himself didn’t serve in the military actively, but through the use of attack ads made this not only a non issue but a problem for Kerry.

The Conservatives have learned well at the heels of their republican look a likes. It’s what turned the election against Martin and Dion, and it looks like we will see more of the same this time around. Issue is that this style of mudslinging serves no one and is in part one of the reasons for the decline in voter turnout. But as long as the people continue to be swayed by these ads we will keep seeing them.

And that’s a shame.

it IS NOT just business.

2011-01-11T09:56:00.001-05:00

it's just business.

you know, if there are three words I hate when strung together those would be them.

I've heard then used to me and I've heard them used in regards to a future discussion someone else has planned.

When I've heard them addressed to me, I usually find myself holding the short end of the stick. That's ok, it IS business, and sometimes business decisions have to happen. So I'm not whining that i didn't win the quote or the other kid got to the swings first.

Perhaps it comes from what I've found in many business management books. The authors preach an adversarial warlike approach to business.That any action I take to crush my completion is ok, even lying to get inside info, because... wait for it.. it's just business. I don't agree with that principle.

No, what I dislike is the lie that the people using those words tell themselves to justify whatever act underlies those words.

And it is a lie.

When you hide behind the statement its just business, you surrender your morality and forgive yourself the action that on some level you suspect is wrong. The words are a salve to your own actions and a way to excuse your conscience from owning the fact you had to do something not in the best interest of someone else.

And again, these actions happen, it's ok. Just own the fact and make the tough call.

You and whoever is holding that short end of the stick will be better people for it.

Tis a new year

2011-01-03T14:18:00.001-05:00

OK... I surrender.
I give in and beg forgiveness.
I promised a while back to write more and with that I have failed.
It's very difficult to find the time or the spark of an idea that's worthy to share.

But .. it's a new year
let's try again shall we?

There is lots on the go here at the world headquarters of Digital North and lots of new things to share.
you will hear more about them in the upcoming weeks.
In the mean time, I wish you all the best for a fun, safe and prosperous 2011.

talk soon

Customer service vs instant gratification

2010-07-28T09:38:00.001-04:00

It’s been awhile, but this situation stirred me to the keyboard. It’s time to take my little fun car in for an oil change. When I bought the car it came with 3, count em, 3 free oil changes, what a lucky guy I am.

So I bypass my usual minute lube place, an experience that would normally take 10 minutes and cost $35 ish and take my ride to the dealer for its scheduled 7:45 appointment, yes I will wait for my car thank you, after all its an oil change.

Here is where life stepped sideways. I park the car, hand my keys over and ask… “How long with this take?” a simple question I thought. The fellow looks as me as says “half an hour, once the guys start at 8am” Pause, really? Why book an appointment a week ahead that I’m waiting for when it’s going to sit for 15 minutes.

Ok, I’m game; I’m in the market for a replacement for my daily driver, so to the showroom I go. I look at cars, smell interiors, have a cookie, check my email and facebook, flip the pages in a magazine. It’s about 8:25, let’s check on my vehicle, it’s probably ready to go. I peer out the window to the parking lot and see my car sitting right where I left it. I look over to the shop, its near empty. You’re kidding me? Sigh…

Ok back to the lobby, more sniffing, another cookie, more facebook,take another look, ahh the car is finally in the shop.

Now, have you ever changed oil? I have.

If you include a 10 minute coffee break it should take about 25 minutes. Zippy the mechanic du jour took 45 minutes. I’ve watch documentaries on tree sloths that moved quicker. So the car finally gets back in the lot, zippy hands the girl the papers. I wait a further 15 minutes… standing at the counter mind you... waiting to get my key.

Now remember the 3 free oil changes? Well the bill comes to $85ish (good lord, I realize it’s synthetic but really) the counter girl informs me that my 3 free oil changes equal 1 because my car needs synthetic oil.

Stunned silence.

Ya know, after an hour forty five, I no longer care, let me out of here.

So the upshot is Ill never go to this dealer again. Yes they got my money for a car, but the service work they will not get. More importantly they won’t get the next car. Forget the fact that a simple oil change was made took far longer than it should, and as a result wasted my time. But all of the good effort in trying to win my business through promotion is wasted by aphetic and uncaring staff.

Rule 1 in business is customer service, Forbes Motors and you’ve been around long enough to know that, perhaps you should tell your staff.

Busy, busy times

2009-08-05T07:56:00.001-04:00

They say that, on their deathbed, no one wishes they spent more time at the office.
When I ponder that statement I imagine I'll recall this summer. It has been such a busy time with a number of projects all coming to a head at the same time. Armtec, a long time client had us redo their website, Bessey Tools, a newer client is just launching their North American site to followed by Quebec, Germany, the International and other European sites. We just launched the UA’s training site, while prepping for the world skills show in Calgary. We took best of show for our short film GOYA at the Ed Video 2009 24 hour film festival. And of course all the other regular work our awesome clients send us.

So it’s been busy, and that’s why no blogging of late.

But I have no complaints, I love what I do, the people I work with and the clients we do it for. So while a little time off would be welcome you have to make hey while the sun shines.

More blogging is in the works, I promise.

Live in the moment

2009-05-30T07:46:00.001-04:00

One of the most anxiety filled things people dread having to do is speaking in public. This I know for certain, I was one of them. There was a time I’d rather have chewed my arm off to get out of having to give a presentation to a group of people I didn’t know. But sometimes life has other things in store for you.

Over the last few years I’ve had to speak to larger and larger groups, selling Digital North’s services, client updates or extolling the virtues of the unionized construction industry. Well if you have to do something why not do it well, and towards that end I did all the reading I could.

One book in particular stood out, The 7 Principles of Public Speaking, written by Richard Zeoli. The book presents well, being easy to read and straight forward in the concepts you want to learn. The style is conversational with antidotal stories illustrating how others conquered their unique fears and issues. Each section has a lesson plan based on the direction of the chapter and is targeting to different needs, depending on the reader (Executives, Teams, Beginners).

The 7 principles are easy enough; perception, perfection, visualization, discipline, description, inspiration and anticipation. Each of these section builds upon the previous with reader learning tools and techniques to help put together a better presentation.

I had to present this last week to a large group, about 50 people and update them on work we are doing for their organization. Many of the concepts covered in the book rolled past my mind, fear of making a mistake or not having an answer. What I find though is in presentations slowing down and speaking passionately is always the right way to go.

And it doesn’t hurt to know what you talking about either.

It’s a good book, and if you’re working towards having an easier time presenting to large groups definitely worth the read.

Cant you kids take this outside?

2009-05-28T21:29:00.005-04:00

So here we are in the middle of the biggest recession to hit our global economy in the last 50 years. All signs point to an upswing, or so the radio pundits, TV gurus and my investment guy tell me. That’s good right?

You would think that our government is busy working hard to roll out programs to keep the economy moving. Well a quick watch of the tele will banish that bit of fantasy. So what is our conservation lead government working on you ask? Getting that infrastructure spending out early (the projected date is 2011) No, no… how about the usual smear campaign. Yeah that works, lets do that! Sigh, this old song gets so tiring.

http://www.youtube.com/watch?v=0aiGNvhgv9s

The problem is this sort of marketing campaign does have an effect. Though I hope Canadians are smarter than that.
The big issue they are going after is that liberal leader Michael Ignatieff has spent many years abroad, working and living in other countries, most notably, the US and England. What the campaign focuses on is that Ignatieff is just visiting and really is not invested in Canada, thus is not a suitable leader. (I won’t point out that Trudeau did much the same thing).

Forget for a moment that we are talking about a multimillion dollar ad campaign here. The reason they are running the campaign is that they desperately need to change the popular focus in everyday Canadians minds from the economy and the deficit they are responsible for, to something else.
If you look at the trend of voting in this country, the numbers of Canadians that vote continue to drop. In part it has to do with the ongoing game of politics played in Ottawa and across this country. The average Canadian is tired of the ongoing one-upmanship that seems to plague this country’s politics and that fact is reflected in the voting turnout.

Now you could ask what the Liberals are doing about it. Taking the high road? Well, kinda, the only reason you don’t see counter commercials is the Liberal party is nearly broke. They did produce a very elegant response, posted on Youtube.

http://www.youtube.com/watch?v=VGifqWMeZIA

So where is this all heading…. You guessed it another election. Back to the poles kidddos and do try and get out and vote.

Save me CRTC

2009-05-18T17:49:00.001-04:00

This week and into the weekend has seen a full court press by CTV and local CTV affiliate, CTV.SWO.ca (Or CKCO to those over 12 and living in the big K-Dub) pushing the save our station campaign. This includes banners on the CTV and local affiliates website, open houses, online petitions and a direct radio address from Denis Watson, General Manager of CTV.SWO.
Take a watch http://watch.ctv.ca/news/save-local/ctv-atlantic/#clip171289

The issue is one of fairness.

The present laws allow for cable companies to repackage and resell television programming without compensation. This is an issue that for whatever reasons the CRTC (http://www.crtc.gc.ca/eng/home-accueil.htm) has allowed to go on for far too long. In a time when big business is asking for handouts, all the networks are asking for is a level field.

Please take a moment and visit http://www.savelocal.ctv.ca/ and find out more information. If you’re ready to sign the petition click here http://www.petitiononline.com/cgi-bin/petition_html.cgi?saveltv

Failure is a good thing apparently

2009-05-15T08:43:00.000-04:00

I recently finished Seth Godin’s “the Dip”. This is a very quick read; you will be through this in an afternoon. Seth has a wonderful way with prose and can deliver a meaningful and concise message without dragging his readers into slumber land. The intent of the book is to challenge the concept of that old catch phrase “winners never quit”. The Dip focus’s instead on the idea that we should quit more often, thus winners quit alot.

The dip is that decline in success or joy after the initial start of something. Take for example learning the guitar. After the initial euphoria, the new users “happiness” declines rapidly as they struggle to learn the fingerings and chords. However, it they keep at it and practice, they come out of the dip and surpass the initial point of happiness. Obviously the more you practice, the shorter the dip. You can see how this could be easily applied to business of course.

The thought to take from this concept is that you need to look ahead and ascertain if the dip ever comes back up and is the return on investment worth staying in compared to quitting and moving onto something else that may be more successful.
It’s a great book, and well worth the time.

Over packaged

2009-05-10T21:43:00.001-04:00

So as I fly my way home via the ever intrepid Air Canada, the flight attendant comes past to offer refreshments. A glass of ice water? if you please, thanks. With this cup of aqua comes a curious pop up box from Toblerone. The box is a contest invite, the usual go to the website and enter to win, blah, blah. Inside the box is a tiny chocolate, wrapped of course. Now I do love chocolate, especially the good stuff but I do have to pause and wonder about the waste of materials used on this promotion.

Now you may ask what is the intent of the campaign. Possibly to bring about the user to try the product. With that comes the mantra 3 trials to conversion, and whamo, you have a new regular client. But I really question the overall effectiveness of this. Even if I registrar, and they manage to keep my attention on the product name that little bit longer, will this really bring me to grab a bar next time in the grocery store… I’m thinking not.
I’ll have to check out the site and see.

So the site (http://www.tobleronetiny.ca/) is the usual fare. How did you hear about us, how often do I eat toblerone, when will you buy another one (like people plan that) fill all this in and you could win a trip. To be honest nothing to really move the brand or make me want to buy again. So this is simply a research trip for the Toblerone company, a chance to garner some market statistics.
In the end, they got my email, and my answers, and if I win the trip yeah me.

Oh, and I did eat the chocolate.

just a bit

2009-05-06T07:45:00.000-04:00

So this is a bit awkward.
Im in Ottawa attending a legislative conference as part of the building trades. As part of the update our local trades delegates are meeting with the local MP Peter Baird to see what he will do for the construction industry in the Waterloo Wellington area.
Now here is the awkward part, I worked on the political campaign for local Liberal Andrew Telegdi against Mr. Baird last election ( 2008). Andrew lost by 17 votes, which by anyone’s measure of happiness really, really sucks.
So this should be a fun meeting.

Fly the friendly skies...

2009-05-03T13:17:00.001-04:00

Cruising above lake Ontario, seated comfortably in seat 14f I recall that old brand statement “ fly the friendly skies”. The funny thing is I can’t recall which airline that statement of yesterday espoused , (a quick look online suggests United). Does that make it a failure? Something we marketers do far too often is chase ourselves around the word tree. For example, does that mean the other airlines are unfriendly? I’ve yet to meet overly unfriendly flight attendant, although KLM does comes close.
I do wonder at the brand statements large companies come up with. In line at CIBC this last week I noticed every teller wearing a tag… “ARE YOU EXTREAMLY STAISTFIED…? I suppose it’s not enough just to be satisfied, but extremely seems a bit of overkill. What if I’m not extremely satisfied, what will CIBC do about it? Not much I suspect. So it’s just another empty brand promise.
Looking out the window the skies the blues skies look pretty friendly to me. The six dollar drink offered by the crew … not so much.

Ahh that's so Tweet

2009-04-30T23:15:00.002-04:00

Well it’s time.

Twitter time that is.

Digital North is now on twitter. It does strike me a bit odd to blog about your twitter page. I suspect I should now really tweet about my blog.
So why twitter? To be honest I’ve resisted the twitter movement for a while now. I really couldn’t see the point. And to be more honest I still don’t. But life is a journey and we will see how this goes.

http://twitter.com/digitalnorthink

Let me know what you think.

For the record, we already have a one follower, my good friend Jim Estill. You can follow his tweets at http://twitter.com/jimestill .

We will fix it in post

2009-04-06T08:39:00.005-04:00

While we are on the topic of causes and Facebook there is a great film you should check out.

GOYA http://www.youtube.com/watch?v=_gOrY8TCc3U

Ok maybe I’m a little biased, I did direct it.

GOYA was shot as part of the Ed Video 24 hour film festival this past March and much to our surprise and excitement the film took home the BEST FILM award for the show. We started production at 9:15 am and wrapped the film at 4:15ish in the morning. Nothing was prepared ahead of time, and we only had the topic to work from, in this case, causes.

This was a departure piece for me as it involved working improve style which can make for challenges in the editing suite. Fortunately I worked with very talented people, Terry Barna, Daniella Forje, Gary Kirkham and Suzanne Paquin made up the acting crew while Philip Bast and Digital North’s own Dorothy Hanlon and Brian Gao helped with production.
It’s was great fun and I hope you enjoy it.

Just be Cause

2009-04-05T08:16:00.000-04:00

At one time television was a great mover of sympathy. Flash a starving child, or whatever cause your selling across the screen and CLICK, just like that, phones rang, money exchanged hands, warm feelings of accomplishment ensued. It doesn’t have the same measure of impact in these over media’d times. Perhaps we are over stimulated and desensitized to the images, or maybe we are off of television all together.

Take for example Facebook. Just as Jane Goodall worked with the monkeys and went native, I joined Facebook as a social experiment, and did the same. If you’re on Facebook you know the joys of having someone send you a Cause Invite, some of these causes are good, some ridiculous.

The thing I noticed is that back in the days of TV you needed to pick up the phone and call… “Operators are Standing by” in order to get the satisfaction of actually doing something. Now Facebook with a click gets you similar feeling with no investment really on the your part… and presumably little impact either.