Category Archives: Media

Up Periscope

stephen2By Stephen Rhodes

I know, you just figured out how to use Twitter, Facebook and Instagram, and then along came Pinterest.

Well there’s a new kid on the block and it could have interesting implications for business.

Periscope, the live streaming video mobile app purchased by Twitter in February of 2015, has been the talk of the town since its official launch on March 26.

PeriscopePeriscope enables you to “go live” via your mobile device anytime and anywhere. The app enables you to become your own “on the go” broadcasting station, streaming video and audio to any viewers who join your broadcast.

Matt Mansfield at Small Business Trends says “Periscope is an app that truly takes advantage of its mobile platform incorporating notifications and location as well as social sharing (on Twitter of course), live discussions and feedback. A Periscope broadcast in full swing is a truly interactive event:”

If you use Twitter and have the gift of the gab, or can entice others to gab about your business, this may be a great storytelling tool. You need a Twitter account and the app downloaded to your Android or iOS device to get started.

Personal Branding Blog has some suggestions

Insider Videos

Display your knowledge by inviting your Twitter followers to see a live video of you demonstrating how your product is made, walking them through non-secure areas of your work site or even sharing a product demonstration.

Live Q&A Sessions

Invite followers to submit questions during your live broadcast. Similar to the “insider video” concept, encouraging questions on the spot is a great way to showcase your industry knowledge and your ability to communicate effectively with clients and peers.

Hold Focus Groups

Are you in the process of developing a new product or service? Periscope enables you to take advantage of live feedback instantaneously, possibly saving you both time and money. Ask users to vote on color choices, give feedback on a prototype and so much more!

Professional How Tos

Build your personal brand as an expert by offering in-the-moment how-to videos. While YouTube is currently king of the how-to, Periscope offers users the ability to ask questions and for clarification on the spot. YouTube cannot do that!

See the whole blog here.

Like all Social Media tools, you have to evaluate which is best for your business. So don’t forget to measure the results.

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Filed under Media, social media

Where Do You Leave Your Fingerprints?

JBMG_5500aBy Jeff Bowman

Our fingerprints are a sure-fire way to identify us. We leave them everywhere, and we never give a second thought to it when we touch something. The same holds true with our businesses. We are leaving our finger prints on so many things that to trying to figure out all the places they could be is an impossible task.

Now, of course this may not worry you in the least, but it is beginning to worry me. As a strategist who works with businesses every day, and tries to find the most optimum way to gain market reach and exposure, or consolidate branding messages, I am responsible for leaving those fingerprints as well. If you haven’t yet figured it out, the fingerprint I am talking about is digital, the amount of data that is left on the internet, where today, any smart phone or tablet can access it. Like the “footprints” that were the buzzword only a few years ago, we are leaving these digital fingerprints any time we put any type of information anywhere on the web.

My fear is not that my fingerprint is using up valuable resources that will someday in the future affect the next generations, but that we are getting to a point of what I refer to as “Communication Smudge”. Just touch the screen on your device and the amount of information that we are bombarded with becomes a blur. Getting a message out becomes increasingly difficult. How do you market your product or service electronically and actually get seen? It often reminds me of Dr. Seuss’s Horton Hears a Who. Our message is like the tiny world that sits atop a dust speck on the top of a clover that Horton the Elephant finds in a field.iStock_000005044123Small

Each minute the amount of “stuff” added to the web is simply astounding, and causes the “smudge”, one message just melts into the next. A recent article posted by Neil Spencer illustrates in dramatic style what gets pumped online every minute of every day, and the finger print remains eternally. Here are some highlights:

  1. Over 204,000,000 emails
  2. 48 hours of YouTube uploads
  3. 571 new websites go online
  4. 684,000 Facebook entries
  5. 100,000 tweets.

I didn’t even mention the number of blogs, “likes” and apps that are committed to internet pipelines each minute.

Where and how it will it end? I don’t know. Your digital fingerprints are helping to clog up the system. Perhaps we will reach a point where face to face interaction will once again be the norm and business intelligence won’t come from a touch screen. Pass the Windex!




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Filed under advertising, blogging, Communications, Facebook, Jeff Bowman, Marketing, Media, social media

Survive, Revive and Thrive in 2013

JBMG_5500aBy Jeff Bowman

It certainly has been a long haul over the past few years what with the economy shrinking, large companies announcing layoffs and consumers becoming far more educated and selective about who and what they chose to ‘invest” (formerly called spend) their money on. There are many factors that will affect performance this year, including leadership skills, training, ability to quickly adapt to an ever changing market and the culture that exists within the walls of your organization. With that in mind, here are 5 things you need to do address to survive, revive and thrive in 2013.

Strategize – you need to provide superior value to your client base, demonstrate differentiation in your products and services, and be one step ahead of the competition for success in 2013. What is your strategy for moving forward in your market and possibly beyond into new or emerging marketplaces?  Strategy is the route you will take, the tools you will employ and knowing the obstacles that lay ahead and having a plan to overcome them. By demonstrating sustainable competitive advantages over your competitors and any newcomers lining up to eat your market share, you will be creating the success model on which to build as the economy grows.

Diversify your social media tactics – that is assuming you are utilizing any tactics now. What is critical to the delivery of any message you need to send is the diversify ability and willingness of your target to receive and understand it. The mediums for delivery have changed, viral can mean success, Facebook allows you generate followers, Pinterest is rapidly gaining a legion of users and your web tactics must take mobile applications into consideration.

Reward your employees – one truth about recovering markets is that companies begin to take back what they let go years before.  Opportunities for your employees to move elsewhere become more abundant. Will an employee that you had penciled in on the succession plan bolt for greener pastures?  They will if they have been overworked, under trained, under appreciated or underutilized in your organization.

Understand your Brand – review your brand. Is it still relevant, does it send the right message, has it stagnated? Look for ways to re-invigorate the brand. Lift its spirits, polish it up, put it on a pedestal and most importantly love it! When consumers feel the love that the company has for its own brand, it becomes contagious.

Sell to a need – I have said it a thousand times, consumers don’t want to be sold something they don’t want, in a way they don’t like by a company they don’t know. What basic need does your product or service address?  Have you determined if the prospect has this need either open or hidden?  Is it really a need or simply and opportunity? If you try to sell an opportunity you will often be rejected.

This year holds a great deal of promise to those organizations that plan now to capitalize on observed weaknesses in the market and their competitors.  Follow the five simple tips above and thrive this year!

Jeff Bowman is the “Attitude” in The Marketing Pad.  For a free consultation to determine how we can build success for you contact

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Filed under Branding, Communications, Jeff Bowman, Marketing, Media, Sales, social media, Strategic Planning

Newspapers still work because people still read them

By Stephen Rhodes

I am planning a series on media use, both old and new, because we seem to get a disproportionate number of clients coming to us looking to leap into Social Media. Not that social media is bad, but leaping is if you are unsure about what lies below.

The first is about traditional media and in particular newspapers. I have some experience in the area, spending about 30 years as a reporter editor and publisher. Newspapers have fallen on hard times as other media have emerged…magazines, radio, television, online and  social media.

Last year the Toronto Star reported “newspapers are proving so resilient that the term ‘dying newspaper industry’ will be retired in the next year or two.” Remember the predictions about radio’s demise in the 50s – more on that in a future post.

“Newspapers are still profitable, even in the midst of the most punishing ad drought in memory. Readership is at record levels, despite price hikes imposed by publishers. And web interlopers haven’t laid a glove on the industry’s status as society’s dominant news-gatherer.”

Canadian papers  survived “2009’s stomach-churning plunge in advertising revenues” and “appear poised for a bright future” despite anaemic ad revenue growth and the loss of classified.

Readership of Canada’s 95 dailies has increased, with people spending more time reading print editions than they do accessing online versions.

The report concludes that the growing flood of information available on the web “is a boon to traditional newspapers”. Why? Because “they alone have the expertise to quickly collect and verify staggering amounts of data and present it in reader-friendly formats.”

2010 Readership Highlights

47% of adults 18+ read a daily newspaper on the average weekday
73% of adults 18+ read a printed daily newspaper in the past week
22% of adults 18+ read a daily newspaper online in the past week
78% of adults 18+ read either a printed or online edition of a daily newspaper in the past week

Almost 8 out of 10 adults living in markets where daily newspapers are available read either a printed edition or visited a newspaper website each week. Migration to newspaper websites continues, but the printed edition remains the most popular way to read a newspaper. Across all markets 73% read a printed edition of a daily newspaper each week and 71% of readers read only the printed edition.

2010 Study readership results show that 15 million (78% reach) adults read a daily newspaper or visited a newspaper website each week up from 14.7 million in 2009. Newspapers continue to demonstrate their value to Canadians every day. The numbers are a couple of years old, but if you look at the four year trend, it’s positive.

So, newspapers still command readership and that’s good news for someone still trying to reach customers. Coming next – Radio.

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Filed under advertising, Communications, Media, Stephen Rhodes

Event Marketing Leads to Greater Exposure

By Jeff Bowman

Having just completed the marketing of two very large events locally, Rotary Rib ‘n’ Roll and Carabram 2012, we can attest to the fact that the more eyes that see what you are promoting, the more ears that hear what you’re promoting and the more mouths that tell others about what you are promoting, puts more bums in seats at the event.  More butts means greater exposure (pardon the pun) and more opportunity for brand awareness and revenue creation.

More and more organizations are spending money to promote events that in turn promote a brand, product or service, and there are statistics to back that up. “The EventTrack 2012 study found that in a slowly rebounding economy, brands are expecting their event and experiential marketing budgets to grow by nearly eight percent (7.8%) in 2012, more than double last year’s rate of (3.6%).”

It has become very clear that with the myriad of options available to market your products or service, including traditional media, social media, viral marketing and the like, it has become increasing difficult to get your message to rise above the throng and be noticed. The trick is to target the message to the demographic sector you want to appeal to in the language and space they prefer to use for receiving news. Sounds easy enough. That may mean that for a large event meant to attract a large number of people from a diverse demographic, that you need to use 4, 5 or 6 different methods of marketing to ensure each segment not only gets the message, but passes it on as well. It is really about generating significant consumer engagement.

Smaller organizations may not see the value in celebrating a 50th Anniversary of being in business or an event to mark some other type of milestone.  Not- for- profits tend to balk at the cost of such marketing for a fundraising event. The time has come for a fully integrated strategy to marketing including event marketing (participatory advertising) in order to fully capture the eyes and ears of the client. Sponsorship dollars can easily offset the additional costs of the event; however that requires someone to sell sponsorships as well. Enter the event marketing company.  Someone who works with you well in advance of the event.  Someone who knows the mix required to generate buzz.  Someone with the ability to sell sponsorships. Someone experienced in media outreach and communications. Someone who can assist you in putting bums in seats and subsequently generating additional exposure through word of mouth for your event.

Marketing dollars need to be well spent in today’s market, knowing where to spend, where to save and where to shout out the message to get maximum return is critical to your strategy. Don’t rely on the same old tactics in today’s market, create an experience!

If you have an upcoming event, talk to us first! The Marketing Pad Inc.

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Filed under advertising, Jeff Bowman, Marketing, Media, not-for-profit, social media