digital north-ink

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.

It all Depends...

2009-04-03T11:20:00.001-04:00

Commercials are wonderful vehicles to view and to make. Because of the nature of the 30 second spot you have only 300 frames to make your point. It really helps to focus a message.

So this morning as I’m getting ready for work, catching the news, I see a new commercial. White screen background (why look for locations) and a man and a woman cut back and forth how each sex merge’s differently into traffic. This goes on for 240 of those aforementioned precious frames. The spot then cuts to the tag line... Men and Women are different. Ok kinda obvious but where is this going I ask. The commercial then ends on the Depends logo and box.

WHAT? A depends commercial? REALLY?
I wonder what goes through advertisers minds when the sell this sort of production to clients. I realize this is a cheap spot to do, so budget was up there in the consideration factor. But really ... what does this have to do with Depends? Does it really sell the product? Or does it just keep that brand awareness factor going.

On the bright side I figure I won’t need that product for a few more years

2009-03-25T21:28:00.000-04:00

It’s no secret that I love politics. And those who are in it know it’s a blood sport. This is a game, and yes, it’s a game, one of public perception and timing.
Take the latest move by the Ignatieff Liberals. The liberals are concerned (and rightly so) that the planned economic stimulus spending will favour Conservative held ridings and the money will go to special interests rather than help those most needing it. Faced with the prospect of being hung by ruling Conservative party on the negative public opinion tree over the issue of delaying infrastructure spending in parliament, the Liberals supported the bill. Of course this is decried by the other opposition parties as flip flopping. So how did the Liberals put the ball back in their own court?
During caucus Liberal party leader Ignatieff made appoint of putting the Conservative “On Probation”.
Now this could be just a trite turn of phrase, but in a really it’s a nice marketing tie in to a new Liberal campaign. The Libs backed this calculated phrase with an online site called http://www.onprobation.ca/. This website aims to track Government spending and make public where that money is spent. Of course, it’s in the media, press releases, all the party sites and marketing material. Driving public awareness and keeping the Liberal point in a positive front of mind in public perception.
It’s a great example of turning a negative into a positive.

2009-03-17T22:37:00.000-04:00

Welcome to my blog.

In the course of every day we are inundated by marketing. Some good… some very bad. And through my company, Digital North media, we of course add to this melodious cacophony. Hopefully in good ways though. Every day we add to that noise, fix marketing gone bad, and deliver results for our clients. In the course of these days I find a pile of good, bad and sometime just really funny marketing outcomes.

So hence the blog.

The thought occurred to share some of these silly and not so silly items I come across in an average day at work. As well I’ll touch on any new books, movies or perhaps a bit of politics.

Thanks for tagging along, be sure to say hi.
Enjoy.
Greg