About The Pulse...

Our perspective on the changing landscape of marketing and communications and how we can support your business growth.

Brent & Amanda
Inspire Marketing

Tuesday, August 31, 2010

We're all members of the crew

I remember curling up on a piece of carpet and watching The Love Boat as a kid. Even as a youngster, there was something about the show that represented unknown adventure and an opportunity to explore. The idea of being a part of a cruise ship crew, traveling the world and having great new experiences wherever you would go did have a certain appeal. I never did end up as a crew member that way, but did enjoy many years at the beginning of my career both on and near the water sailing and in the cargo shipping business.

Recently, Inspire Marketing had the opportunity to stage a welcome event to accept the first passenger cruise vessel to the Port of Hamilton. You can see some great photos on our Facebook page here Just as the images convey, the celebratory day was highlighted by tremendous partnerships and participation from Tourism Hamilton, the Hamilton Waterfront Trust and the broader community of tourism stakeholders. Using the water as a gateway to the city has long been promoted as an opportunity to take the waterside view and push our harbour as a unique advantage to grow Hamilton's profile.

Among the seventy or so passengers aboard, were visitors to our city from Japan, parts of Europe and throughout the United States. Uniting to talk about the wonderful opportunities when visiting Hamilton, and to help sheppard them to experience Royal Botanical Gardens, our waterfront trail system and unique features of our downtown reminded me that we all have a responsibility to make Hamilton better. The starting point is trumpeting the positive in our community, putting our ambassador hat on and showing pride in where we come from.

The event was a great example of working together, building new relationships and enhancing those existing ones to collectively mark successful occasions and growth in our development. The power in aligning our efforts in the marketing mix finds success at every turn.

Monday, August 9, 2010

Give them an experience to remember

In the course of daily life, we’re repeatedly bombarded by advertising messages. From the grocery store to the bank, the gas station to the local pub; something is for sale each moment of the day. As a teenager (admittedly still today too!), I’m inspired by the words of significant idols in my life. David Lee Roth of Van Halen who said ‘I don’t just want to spend my money buying things; I want to spend it having experiences.’ This comment resonates with me; and connects to my professional endeavours quite closely. We’ve had the good fortune to be included in some tremendous experiences by incredible marketers. In the space that I label “experiential marketing” opportunity exists to build your stable of brand ambassadors by treating them in a manner that turns them into champions; blogging, tweeting and sharing their positive experience with you to a new, broader market.

Events that engage your customers and constituents have proven they can return value multiple times that of some traditional forms of advertising. Selling something isn’t the goal. Building relationships is. The idea of sharing content, offering something freely to consumers, has become a foundation in the new marketing sphere of online communications. Parlaying this into experiential events, ripe with rich content, valuable information sharing and engagement is a necessary consideration in building your brand and winning loyalty. Integrating product placement through cross promotions enhances the experience too; partnerships and alliances can be very valuable in generating interest. Like-minded alignment translates into lifestyle association.

On equal plane is the integration of powerful online tools and the thoughtful execution and implementation of each. The lasting impression you give your audience will win you shelf space and derive more quality than any magazine’s circulation figures. See you out there.