Last Friday on April 5th, 2013, the IMC@SLC class spent the day lost in crowds, bombarded by advertisements, and surrounded by ‘street meat’. Yes, our class took a trip to the big T-O, and it was amazing.
Now the purpose of our trip to Toronto wasn’t just to experience the ‘city’ atmosphere, gawk at the towering billboards, and drain our wallets at the Eaton Centre. What originally drove us to Toronto was to tour a few marketing facilities such as Fuse Marketing and Bell Media, where we had the opportunity to sit down and talk with Marketing Managers, and people working in the marketing industry.
To our surprise, the content we are currently learning in class actually does relate to marketing and the marketing industry! Alright, maybe it wasn’t such a surprise to the class, but aside from what we already know, we got to take back much more knowledge about marketing and advertising. For starters, did you know it takes a whole office of marketers just to complete one project? Or the terms ‘target market’ and ‘direct marketing’ are actually used in the field?
A Marketers typical day never looks the same; they are always working on many different projects, tasks, and assignments at once. Many projects are full of excitement and creativity, and on the other hand some are more conservative and require more of a ‘professional’ message.
The three main takeaways I took out of our trip were the unique advertising techniques we were exposed to, such as the QR Codes we found printed on various streets and sidewalks, the amount of projects a marketer can take on at once, and the number of marketers it takes to complete one advertisement or campaign. My favorite advertising technique I saw on the trip was the “Marshals Eco-Cab”, an example of experimental marketing. The bicycle powered ‘cab’ was offering rides in and around the city, with ‘Marshals’ plastered on the side. I found this technique very original, and unique.
Aside from touring Marketing agencies and facilities, we also had the opportunity to go off on our own, and partake in a scavenger hunt. We found many Apple ads around the city (especially in the subway station) one government advertisement, QR codes all over the sidewalks, men handing out “Black History” fliers, and sky-high billboards. In conclusion, I think it’s safe to say Toronto is just one big advertisement.
Our journey to Toronto gave the IMC@SLC students an opportunity to experience life in the big city for a day, be exposed to new advertising techniques, tour Marketing Agencies, get featured on MUCH Live, and simply enjoy Toronto. If you ask me, I would say it was an extremely productive day. Not only was it educational, but it was exciting and we had a blast.
After watching and analyzing the client creative pitches by the St. Lawrence College second year IMC students, it was an easy decision deciding which groups had the best business pitch for the owner of Agent 99 and 3 Boutique.
By a long shot, I believe “#Instastyle” had the best pitch and business proposition by far. The idea of #Instastyle is a campaign directed towards users of the trending website Instagram. Customers visiting either Agent 99 or 3 Boutique have the opportunity to win a forty dollar gift card by taking a picture with their ‘heart’ and the cloths they are sporting sold in the store. Once they post their picture on Instagram, that’s when the rat race begins. The challenge for the contestants to win the forty dollar gift card is to get the most likes on their photo posted on Instagram. I found the group delivered their presentation professionally and efficiently. The four girls came across as articulate, and presented their idea as new and innovative. #Instastyle appeals to teenage girls, from the age of approximately 13 to 25, which is coincidentally the target market of both stores. Overall, the group delivered a very professional campaign pitch that has the potential to bring a lot of customers into the stores.
The campaign coming in a close second was the ‘Accessories’ pitch. Regardless of whether the group had a campaign name or not, they delivered an excellent pitch with plenty of potential to reel in customers. Their idea was to have small paper bags available to customers in the store, used to put as many accessories in possible. Once you fill the bag, you get 20% off every piece you selected. I believe with this campaign, it will drive customers to buy more than they normally would, because they feel the need to fill the bag completely. They had the components of a good marketing campaign and delivered it in a polished, proficient manor.
The main components of a good direct marketing campaign are a professional presentation, a direct strategy, a clear concept, and an appropriate execution, and most importantly a good idea.
There is always room for improvement, and these campaigns are no exception. I would improve #Instastyle by allowing everyone to participate, rather than limiting it to the first 50 people. I understand the concept of keeping track of all participants, but the more customers involved in this campaign reflects on the amount of sales. Limited participants equals limited sales. For the Accessories campaign, my recommendation would be to make the bags just that much larger. With small bags, you are running the risk of customers packing too much in and damaging certain pieces. With making the bags larger customers will also opt to fill it, which in turn makes more sales.
In my opinion, out of thirteen groups who pitched their campaigns, only one campaign had true potential, and that was #Instastyle. Their presentation was professional and proficient. They had a solid idea that has the potential to make a lot of profits. Not only were they articulate, but they executed their presentation in a direct, simplistic way. Many of the other campaigns came off as unfinished, ambiguous, and their target market was too specific. Others tried exclusion techniques which will not attract customers that aren’t the ‘It Girl’, but will just repel them, and one campaign was running the lines of creepy.
In the business world, clients you are pitching your ideas to won’t sugar coat the facts, won’t be afraid to hurt your feeling, and neither am I. Out of thirteen presentations, #Instastyle is the only one that truly caught my eye, and had the potential to make a profit, which in turn is the reason why they were also the only campaign to launch the day they were suppose to.
Have the opportunity to get out of the high school environment, gain four high school and three college credits, and be considered a part-time student at St. Lawrence College? No, this isn’t just a dream, it’s the IMC@SLC focus program, and can be any high school students reality. Any grade eleven, twelve, or returning student with the ambition to gain college credits and learn about marketing qualifies.
IMC@SLC is an integrated marketing communications dual credit focus program that offers media and culture, communications and technology, and marketing principals courses all taught by college professors. This semester, students had the opportunity to create their own commercials advertising for Loyalist Cove Marina located in Bath, Ontario, toured Kingston’s CKWS and Amherst Island’s CJAI, enter their videos advertising for the IMC@SLC program into the Greg awards, and receive and free trip to Much Music in Toronto.
Now some might be wondering exactly how I know all this information about the IMC@SLC program, and it’s not because I went on their website http://www.imcslc.ca or went to their focus program carousel, it turns out I am a student currently attending the program. Last semester, I was your typical high school student dreaming about the day I finally got to go off to post secondary and start earning college credits. Regardless of whether you want to go to college, university, or aren’t even thinking about post secondary, this program prepares you for your future endeavors whatever they might be. You have the opportunity to learn the principals of marketing in a post secondary environment, and find your true personal potential. 
On March 1st, 2013, the IMC@SLC focus program took a road trip to Amherst Island’s CJAI radio station, and Kingston’s CKWS. Aside from having the opportunity to talk face to face with CJAI’s Larry Jensen, who happens to be the man broadcasting our commercials advertising for Loyalist Cove Marina, we also had the chance to see what goes on behind the scenes in two different radio stations.
CKWS and CJAI and two very diverse radio stations, who operate in two individual ways. CKWS is located in bustling downtown Kingston, and hosts two different radio-stations; FM 96 Classic Rock and CKWS 104.3. CKWS came off as a professional, developed business targeting small city dwellers. I appreciated the fact that they were a proficient, white collar business who works hard, and strategizes how their business is going to make money.
CJAI on the other hand came off as a more personable radio station, focused on pleasing their audience. Their target market was people living on and around Amherst Island who lead a slower paced life. They play mainly folk, soft rock and alternative music, and have different shows like the Friday Morning show hosted by Larry Jensen. Maintaining the rustic idea of Amherst Island, CJAI is located in a restored barn with two different recording rooms. As a visitor, I appreciated the fact that CJAI made us feel welcome, and answered any questions we might have had about their business.
Overall, both Kingston’s CKWS and Amherst Islands CJAI made us feel welcome and were happy to answer any of the questions we asked. We gained plenty of knowledge of how radio stations truly operate, and had the opportunity to see what goes on behind the scenes.
March break is the time to relax and slow down from our high-speed lives; and travel agencies, hotels and resorts know exactly how to accommodate that.
The whole week of our spring break and a few months before hand, we are bombarded with masses and masses of fliers, brochures, and advertisements to go on a ‘trip of a lifetime’. Everyone thinks we all get them, but do they really? These advertisements are targeted towards families with children. March break is the time of year in Canada when its dreary, damp and cold. Advertisers know that selling you a get away to a tropical destination, or to Disney World will not be difficult for a family who’s looking to take a break, and spend some time together.
From Disney World, Marine Land, and Niagara Falls to Dominican and Cuba they target the young families looking to make some memories, and get away from the hustle and bustle of there everyday lives. Not only are they targeting the parents advertising the deals and prices, but they are really targeting the kids. If they can hook the kids first by advertising all the events and activities, then they can rely on the young ones to do the rest for them by convincing their parents.
No matter if you stay in your home town or travel to the other side of the world we are advertised to take a trip left, right and center. Whether you go on the trip of a lifetime is in your hands.
It’s not 
slow walkers or people staring, gum smackers or lousy drivers. My pet peeve that drives me crazy is people wearing ‘socks n’ sandals’. Why should it bother me, right? It’s not me wearing them! Somehow, the ‘socks n’ sandals’ look is back among the teens and prepubescent, and once it starts in one school it hits them all.
This epidemic is spreading all throughout Canada and the States, and is becoming more and more widespread. Socks and sandals were never in and never will be, so don’t try and bring them back; they are appalling.
The common justification for wearing this repugnant statement is “socks and sandals are comfortable”, which is the most inadequate, irrelevant excuse I’ve ever heard. There are many things in life that are ‘comfortable’, but this doesn’t mean they are socially acceptable. I’m sure wearing socks on your hands and underwear on your head is ‘comfy’ too, maybe you should all start? The other justification I’ve heard is “Well, the socks keep my feet warm”. It is either warm enough to wear sandals or cold enough to wear socks, but to wear both together is just contradictory.
For some reason, people think it’s ok to follow others and what they do, hence why I made the reference to the socks and sandals trend becoming an ‘epidemic’ in North America. The perception has been if other people wear them, then you can get away with it as well, which is completely false. Start your own trends, don’t follow everyone else’s ugly habits, and become an individual! If society can’t manage that, then we really need to start re-evaluating ourselves. My advice to all the confused people out there that partake in this trend is to stop being so mainstream, buy a decent pair of shoes and take the socks off, you look ridiculous.
The world is a magical place; and with new technology rapidly becoming more prominent aspects of all our lives, it’s hard to argue otherwise. Considering our knowledge and resources today, who knows what the future holds and what new technology will be developed. Thirty years ago society expected flying cars, a cure for cancer and other fantastic ideas by the 21st century, which obviously have not launched yet, so it’s easy to say that our future holds jet packs, two hundred story skyscrapers and teleportation devices. Although these ideas are all brilliant, we might be setting ourselves up for disappointment. Societies expectations are heightening everyday, and although it’s good to set future goals for technology, we need to realize we are only capable of so much.
That being said, this doesn’t mean the future doesn’t hold other discoveries and inventions that won’t amaze us. Currently, the development in technology seems to be leaning towards products that will convenience our lives that much more. According to “Future Technology” it seems as though ‘Smart’ televisions, Apple iWatches and ‘ring watches’ will be headed our way in the near future.
Sporting a sleek look with an extra panel that not only tells time, but also can detect the temperature is the new concept of the ‘Smart” TV. Rumor also has it that Apple will be launching an iWatch or a ‘smart watch’. The concept is that this watch will be able to take over a few of the functions of your iPhone, iPad, iPod, or your ‘senior’ gadget. Lastly there is a new concept of a ring watch, which is evidently self explanatory; a stainless steal ring that also displays the time.
Although these examples of whats to come in the future aren’t exactly life altering, they are innovative and original ideas that give a sneak peak of what’s to come. These inventions are just samples of what our future may hold and where technology is going, and it proves the possibilities are endless and technology is taking us up, up and away.
From a pop of colour to a catchy slogan, the design of product or company is a ‘do or die’ situation to all marketers or advertisers. It blows my mind how creative, fantastic or just plain stupid some advertisements can be and the lengths some will go to make a statement; but if you succeed in catching my attention, then you’re doing something right.
I imagine the obvious goal is to catch an individuals or customers attention in a positive way, but that’s not always the case with some ad designs. With the wrong colour combination, or wrong wording you are liable to throw someone off your product completely. Some designs will make your head spin and others will inspire you, but in my experience it’s always the vibrant, colourful ads that catch my attention and if they are able to peak my interest in the product after the initial front, then that’s just the icing on the cake. But the best ad designs are the ones that make you take a second look, and see them from a completely different light.
It’s funny how walking by an ad on the street has the ability to instantly change your mood. The different design techniques can make you laugh, infuriate you or even tug on your heartstrings, and may even influence you in ways you never thought possible. Just remember, if there is one thing to know about ads it’s- “Dressing it up, doesn’t make it true.” – ASC Truth in Advertising
Kaitlin Fisher 