CEPSM Blog

Review of Marketing Trends for 2018

Every year I try to get a handle on the marketing trends for the coming year and beyond by reviewing the marketing and advertising media. This is the scenario for the coming year. First, it is important to note that we are living in interesting times where anyone can now create, distribute and consume an […]

One week, two excellent events: #CBoCSocial and #FWD50

This post features my key takeaways and notes from two events I attended in November, here in Ottawa. 1. Public Sector Social Media (#CB0CSocial) –“Where Canada’s social media leaders gather to discuss the most effective strategies for the most powerful media.” 2. Forward 50 (#FWD50) – “A three-day conversation on digital transformation held in Canada’s capital city, bringing […]

Has Facebook just shot itself in the foot?

Introduction From time to time organizations involved in marketing communications shoot themselves in the foot. When scrutinized by government, they downplay the impact of their marketing and advertising, but to those responsible for managing marketing and advertising campaigns, they deliver quite a different message. Tobacco and Alcohol Industry For example, tobacco companies have long argued […]

Why Sponsorship Valuations Inspire CONFIDENCE

I get asked a lot why sponsor valuations are so important. In one word, CONFIDENCE. In fact, most people who take my workshop tell me that it is the #1 benefit of having a formal, trusted valuation process. A properly valuated property gives you the confidence when you walk in to meet with a prospect, […]

Demarketing: The Next Wave in Marketing

In 1969, Levy and Kotler co-authored a paper in the AMA’s Journal of Marketing titled “Broadening the Concept of Marketing.” They laid out the idea that marketing was about more than goods and services, it was about places, people and ideas. Instead of simply focusing on soap, toothbrushes and televisions, they wanted to expand marketing […]

Sponsorship Self-Analysis Quiz

To determine if Sponsorship Boot Camp workshop, October 24 at the Grand Hotel and Suites Toronto is right for you, take the quiz below and see how many apply to your environment. My experience in sponsorship development is limited  Our organization is new to sponsorship and want to get it right the first time We’re not sure that […]

The Downside of the Re-Naming of the Air Canada Centre

On one hand, I’m pleased that MLSE was able to cement a deal for $800,000,000 with Scotiabank for the 20-year naming rights to the formerly named Air Canada Centre (ACC). The deal speaks volumes about the importance of connecting with existing or potential customers on their turf and legitimizes sponsorship as a vehicle to get […]

Why the Canadian Digital Service is a Major Milestone for Canada

Over the course of the past two decades, there have been numerous initiatives/movements relating to the Government of Canada and the digital space. I can see why it’s hard for people to get excited about yet another one. However, having worked as a management consultant (specializing in the digital channel) with nearly every federal department, I’m […]

Naming Rights Need to be a Good Fit to Stick

Naming rights for municipal facilities are increasing significantly across the country. While it’s important to generate much needed revenue, municipalities also need to consider the impact that the “fit” plays in community support for naming rights initiatives. Any new naming opportunity should: be easy to remember; be easy to say in a sentence; have some […]

Employer Branding: Putting Money in the “Trust Bank”

Introduction Many organizations spend a lot of time and energy building strong brands —but they often fall short when it comes to strengthening their employer reputation. “Employer branding” is no longer simply a concern for recruitment marketing; it is also a key component of effective organizational leadership. If organizations can’t attract, engage, and retain the […]