Enjoying a Guilty Pleasure
A recently launched online campaign from Peek Freans asks women to take a moment to indulge in a brief weekly webisode of “As the Cookie Crumbles” (posted each Thursday at 3pm for 8 weeks.) So is this silly and out there, a foray into online video for the sake of being new and trendy? Or, is it a clever way to put the customer back at the centre of the brand? Torque Marketing Manager Katelyn Taylor gives her take. Read the post and join in the discussion here.
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AT&T’s Lack of DataPalooza
Major concerts and festivals have become a hotbed of corporate sponsorship. With sponsors jostling to create emotional experiences that resonate with their customers, some are forgetting that their core product can't suffer as a result. Lead Consultant Karen Passmore takes a look at AT&T's efforts at this year's Lollapalooza to see how they measure up. Read Karen's full posting and join the discussion here.
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Are CRMs Hurting the Customer Experience?
Customer Relationship Management (CRM) systems have gained much praise for their ability to improve the efficiency and accuracy of sales and marketing operations. But what impact are they having on end consumers? Terence Smith, Lead Consultant at Torque, believes that the irresponsible use of CRMs by some companies is leading to negative experiences for customers. Read Terence's full posting and join the discussion here.
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Tobacco Industry Goes Dark in Ontario
Ontario has recently banned all forms of tobacco product retail display, adding to the long list of restrictions that tobacco companies face when marketing their products. Paul Leishman, Senior Associate at Torque, thinks that while these restrictions are in place for good reason, they do pose a particular problem for companies trying to take a strong customer-centric view of their operations. Read Paul's full posting and join the discussion here.
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TiVo - Is it Changing our TV Experience?
TiVo has arrived in Canada, but is it really changing our TV experience? Stephan Serwe, Vice President at Torque, thinks TiVo's insight-driven approach to entering the Canadian market has landed the company in an attractive niche that will allow it to thrive in the years to come. What do you think? Read Stephan's full post here and join the discussion.
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Koodo Mobile - The Right Marketing Strategy?
Is Koodo Mobile actually carving a new niche in low cost cell phone service, or just blowing their brains out on advertising without a lasting impact? Will Koodo just be the next Amp'd mobile failure, or is their marketing strategy going to work? Mark Binns, Partner at Torque, thinks maybe TELUS got it right this time. What do you think? Read Mark's full post here and join the discussion.
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Red&White Ball - Experience-focused Sponsorship
The Red&White Ball, thrown in support of Rethink Breast Cancer, encourages a customer-centric mindset among its corporate sponsors. The result is a festival of experiential marketing where brands interact with guests in fun and memorable ways. Marissa Morettin, Business Development Manager at Torque, thinks customer experience-focused sponsorship not only adds to the fun of the event, but also earns participating organizations a greater return on their marketing dollars. What do you think? Read Marissa's full posting and join the discussion here.
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Diamond Shreddies
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E*TRADE - Trading Baby
Can customer centric marketing defeat the much hyped credit and liquidity crisis? Sounds crazy doesn't it? Were the E*TRADE baby ads, which debuted at the Super Bowl, just a waste of money for a dying company, or will they ultimately be considered the savior of an almost Bear Stearns like collapse? Mark Binns, Partner at Torque, thinks customer centric marketing may have saved the day. What do you think? Join the discussion here.
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NBA - Where Amazing Happens
According to Luca Lorenzoni, Consultant at Torque, the NBA's recent 'Where Amazing Happens' campaign connects with customers, or in this case fans, by reminding them of the real reasons they love the sport. What do you think? Read Luca's full post here and join the discussion.
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