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Showing posts from January, 2015

The mind of the modern shopper

While Canadians are still value-minded in store aisles, the desire for new products is becoming an increasingly influential factor in making purchase decisions, according to BrandSpark’s 2015 Canadian Shopper Study. The survey, done in conjuction with the voting for BrandSpark’s annual Best New Product Awards, asked over 65,000 Canadians identified as having a key role in household purchase decisions about their shopping habits. The desire for new products is strong among Canadians, with 78% saying they like trying them and 60% saying they believed new products were superior to old ones. Millennials, perhaps unsurprisingly, have the strongest interest in new products, with 85% saying they were interested in trying them, although 69% of seniors say the same. “Canadians always want to save money and get the best deals, but there’s a little more willingness to pay for that premium,” says Philip Scrutton, director of consumer insight at BrandSpark. “That’s always been there, but

Facebook Advertising Success Stories - Stanley Cup Oreo

Mondelez used Facebook to Market Stanley Cup Oreo The brand explains why social media and TV ads go together like milk and cookies Russ Martin January 14, 2015 Last winter, Mondelez was looking for ways to maximize its corporate sponsorship of the NHL. It had invested in hockey because of the sport’s cultural relevance in Canada and decided to pair it with one of its most culturally relevant products: the Oreo. The result was the Stanley Cup Oreo, a cookie with the image of the cup etched into it that was available from March through the end of April last year. (It will be available again this spring.) Last week Mondelez released a case study in partnership with Facebook to show how it used the platform to promote the limited edition cookie during the playoffs. Here’s a look at the study. The brief: After doing Facebook ads on a small scale in 2013 and seeing great impact, Oreo decided to blow up the program for 2014. “When we looked into how to best reach our

How Trend Hunter uses big data to forecast the next big thing

And which big brands are using the site to find out what the cool kids are doing Murad Hemmadi for Canadian Business January 12, 2015 It’s a little after 9 a.m. on the Friday before Thanksgiving, and Jeremy Gutsche is holding court in his Toronto office, talking about cupcakes. Bacon-flavoured cupcakes, to be specific, and how restaurants can use them to generate interest in their brands. The meaty-sweet treats are among the thousands of wacky ideas, products and fads catalogued on Trend Hunter , the website Gutsche launched in 2006. At 36, Gutsche is quoted regularly as an expert on such topics by the likes of CNN, the Guardian and the Globe and Mail . He’s the author of two books, including the forthcoming Better and Faster . His first, Exploiting Chaos , was named one of the Best Books for Business Owners by Inc. magazine. “I like to say it’s half pictures, so you know it’s good!” he quips, fanning the pages to demonstrate. On this day, Gutsche has just returned f

Zoomer Media - how to reach older females with impact!

Zoomer ladies love to travel, browse the net, eschew nostalgia, and other interesting stats on this prime demographic. By Jennifer Lomax Zoomer has become the term of choice to describe people in their 50s, 60s and 70s who want to remain socially and culturally engaged and active. As with millennials, the demographic and sociographic profile of Zoomers is somewhat grey. And, many of the briefs that pass through Harbinger are focused on the under-45 woman (perhaps rightly so), but what if I told you that zoomers have more in common with young singles than you might think? Given the large, growing zoomer population and other macro trends pertaining to women in the workforce and having children later in life, this segment is worth a closer look. Consider this: There are more than eight million women over the age of 45 in Canada, representing more than 45% of the total female population; women 55+ represent more than 30% of Canadian women This segment is t