Tagged: Canada

3 Ways Marketers Can Meet Today’s New Standards for Engaging Consumers

Every January, I head to CES to meet with the world's leading marketers. We discuss the year ahead and ask ourselves: What's next? What's the future?

Margo Georgiadis

Well, the future is already here. Mobile has created an "if I want it now, I can get it now" world. As assistive experiences make our lives easier and better, people will expect nothing less than an effortless relationship with our brands and businesses. 

As marketers, this gives us an unprecedented opportunity to grow our brands and drive business results. But we're also facing new and complex challenges.

In my conversations at CES, marketers asked me things like how they should respond to consumers' expectations for immediacy in their lives; how they can control their brand stories in a fragmented, complicated media landscape; how to deal with the enormity of data coming at them; and how they can help their organizations adapt and keep it simple.

My advice for marketers is to focus on meeting three new standards for engaging consumers, which I discussed on the CES Storyteller stage with AT&T's chief brand officer Fiona Carter and Josh Goldstine, president of worldwide marketing at Universal Pictures.

The following are the standards our companies are all investing in and that we believe apply to any brand:  

1. Be there in the moment
In a world where consumers are rapidly moving online, we need to be obsessed with winning all those micromoments before they ever step foot in our stores, dealerships or branches. Mobile has turned consumers into incredibly purposeful shoppers, and they are spending an enormous amount of time searching, watching videos, looking at countless images and reading reviews. The winning brands are there in these moments and provide relevant, useful and entertaining content—not just ads.

2. Reimagine storytelling
On mobile, our audiences are extremely selective and opt out of content they don't want to see. This requires us to evolve the way we tell our brand stories. To keep audiences engaged, we need to break free of conventional thinking and commit to a wider variety of creative formats and lengths. On YouTube, for example, the best results happen when you earn attention in the first six seconds or tap into the power of creators and their passionate fans.

3. Pivot to business outcomes
Given the explosion of touch points we're all dealing with, leading marketers have realized that traditional media metrics are no longer effective. Instead, they are shifting to a focus on business outcomes. This means going beyond legacy (lower funnel) measures like cost-per-acquisition and giving priority to KPIs that reflect the full impact of mobile on consumer decision journeys. Doing so enables you to attract far larger and more qualified audiences than ever before.

By committing to these standards, we can capitalize on the tremendous opportunity to delight people throughout their daily lives—and position our brands for success in the future.

Margo Georgiadis is the president of Americas at Google. She leads the company's commercial operations in the U.S., Canada and Latin America, providing digital solutions to Google's large and small clients.

Article originally appeared on Adweek Advertising & Branding: Link.

Worried About the Results of the Election? This Ad Agency Is Super Close to Canada and Hiring

Dearest advertising folk, if you're looking for a way to escape the country if your candidate doesn't win the upcoming election, Fallon has a pretty irresistible offer for you.

In a hilarious new video from the Minneapolis-based agency, Fallon creative director Charlie Wolff suggested, "If things don't go your way on Tuesday, consider Fallon of Minneapolis." He argues because of the agency's proximity to Canada, it's the perfect place to work in case a certain candidate wins the election and you need to leave the country before any walls go up. Oh, and by the way, Fallon is hiring, so now is your chance to head north before it's too late!

Our tour guide, who seems to be caught daydreaming about what his life would be like if he lived in "safe, politically stable Canada," takes you on a quick tour around the space, which comes with a great open floor plan that's perfect for "collaboration, conversation or unobstructed access to the four main exits in case you need to leave the country in a hurry."

The office also comes equipped with highly nutritious fruit water—you know to prevent any illnesses like scurvy if you'll be making a late night trek across the border—and all the other important things an agency needs. Plus, it's one of the closest shops to Canada, according to the team.

The creative team at Fallon was inspired to create the project, which took about a week from start to finish, to hopefully inject a bit of humor into the last few days of an extremely intense election and maybe hire some awesome new talent in the process.

Article originally appeared on Adweek Advertising & Branding: Link.

5 Under-the-Radar Olympians You Should Follow on Social Media

With U.S.-based Olympics media coverage usually leaning heavily on American victories in popular sports like swimming, track and field, and gymnastics, it's easy for athletes from other countries or more obscure sports to get lost in the shuffle.

Sprout Social compiled a list of the 2016 Olympic athletes worthy of watching and engaging with on social media, including five not-so-famous athletes deserving of fan and brand attention. (A few well-known Team USA athletes, including Michael Phelps, Ryan Lochte and Simone Biles, also made the list.)

"For people who are super well-known, like Michael Phelps, there's more of a machine around their overall brand, so for some of the lesser-known athletes, where it might be their first Olympics, it's maybe a little more interesting to look at their daily lives – there's a sense of newness to who they are and what they're doing, which is fun," said Andrew Caravella, VP of marketing at Sprout Social. "In some cases, the newer athletes are underdogs, and everyone always loves an underdog story."

Here's what makes these breakout Olympians worthy of following on social media, according to Sprout Social.

Nicola Adams, boxer, Great Britain

Adams is the first woman to win an Olympic boxing title, and she provides fans with insight into her training routine and personality on Twitter, Instagram and Snapchat. She also discusses her involvement with causes like the nonprofit organization Fight for Peace.

 

Ashley Lawrence, women's soccer, Canada

 

Childhood dream come true. Grateful is an understatement. GAMEDAY vs Australia #Rio2016 @teamcanada

A photo posted by Ashley Lawrence (@ashleylawrence10_) on

Lawrence, who finished sixth with the Canadian soccer team at the 2015 World Cup, has been chronicling her road to Rio with a lot of fun photos and team videos on Twitter, Instagram and Snapchat.

 

Sjef van den Berg, archery, the Netherlands

Although van den Berg has a mere 591 Twitter followers, he still has a robust presence on both Twitter and Instagram, and he regularly responds to and engages with fans. He's also partnered with World Archery to appear in archery how-to videos for YouTube.

"Social provides a great opportunity for lesser-known sports like archery to get visibility. What's cool about him is that he actually responds to people. He's very approachable," Caravella said.

Lydia Ko, women's golf, New Zealand

Golf is making its first appearance as an Olympic sport since the 1904 Olympics, and Ko is one of the sport's rising stars. At 19, she was the youngest women's golfer to be named No. 1 in professional golf. She's also an avid traveler and foodie, as shown by her Instagram posts.

 

Nate Ebner, rugby, USA

 

Yaka yard… enough said. #fbf #finishstrong

A photo posted by Nate Ebner (@ebs43) on

Rugby also is making a comeback as an Olympic sport, having last appeared at the 1924 games. Ebner, currently an NFL player for the New England Patriots, presents an inside look at rugby's attempts to gain more attention and popularity in the U.S.

"He's taken the visibility he already had in the NFL and transferred it to another sport, which is cool. It shows the power of a social following transferring itself from one sport to another," Caravella said. 

Article originally appeared on Adweek Advertising & Branding: Link.

Prime Minister Justin Trudeau Tries to Lure More Americans to Canada in New Tourism Campaign

To attract more U.S. tourists, Destination Canada, the country's national tourism marketing organization, brought in the big guns: Canadian Prime Minister Justin Trudeau, whose good looks and feminist viewpoints have won him lots of American fans. (At a state dinner in March, President Obama called him "the most popular Canadian named Justin." Move over, Bieber.)

Trudeau appears in the first video of Destination Canada's three-year campaign, "Connecting America," which launched this month and will include ads and social media content for the U.S. market that showcases Canadian destinations.

"Our research tells us that there are 30 million Americans actively considering Canada when they're looking at online travel choices, but the perceptions are that we're cold all the time, that we're far away, and that we lack urban sophistication and culture," said David Goldstein, president and CEO of Destination Canada. "Previous campaigns have done a great job at extolling the natural virtues of Canada, but the average American consumer has a hard time of figuring out what to do and where to go."

Over steak and seafood at a Montreal restaurant, Trudeau talks with Top Chef winner Kristen Kish about Canada's culinary scene, the country's unheralded wine industry, and off-the-beaten path rural and urban vacation experiences.

"We boldly approached the prime minister's office to see if he would help us. It was in the wake of his first state dinner with Barack Obama, and there was a certain buzz about him," Goldstein said. "He was more than happy to pitch in, and we couldn't ask for a better spokesperson."

From 2014 to 2015, the number of U.S. visitors to Canada actually rose by 8.3 percent, to 12.5 million, accounting for 70 percent of all international arrivals, according to Destination Canada. Nonetheless, the organization wants to get back to its pre-9/11 levels of 14.5 million American visitors.

The goal of the new campaign, its first national tourism initiative in the U.S. since 2011, is to get U.S. travelers to book trips to Canada, Goldstein said. "Often, in destination marketing, you're hoping to get brand awareness. Brand is important, but we're not selling a destination, we're selling experiences. We're trying to change perceptions of what Canada is. Our internal bumper sticker is, 'Canada's not cold, it's cool.'"

Article originally appeared on Adweek Advertising & Branding: Link.