Market Testing with a grain of salt

Posted by Steve Whittington on Mar 15, 2014 8:14:18 AM

Flaman Man good or bad? Flaman Man good or bad?

Recently I contracted Points West Consulting out of Regina to conduct market testing for our Flaman Man commercials.  This fiscal year the Flaman Man commercials have been a polarizing conversation within our organization, and it seems outside of it as well.  Many within the organization love the Flaman Man and embrace it with devotion; hawking Flaman Man T-shirts with joy and having their children participate in the current Flaman Man coloring contest.  To them the character has become a fitness hero; others in the organization are embarrassed by the campy style of the campaign that pays homage to the golden era of TV super heroes (think Adam West’s Batman).  

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Topics: branding, defining a brand, content tactics, marketing campaigns, Marketing Series, flaman man, market testing, Blogs

The Struggle of Creating Content

Posted by Steve Whittington on Jul 11, 2013 3:02:22 PM

Around Everest Base Camp Around Everest Base Camp

Sitting on a glacier at 17,500 feet, outside in the cold and wind is not an ideal environment to be writing in.  To access to the internet you have to hike/scramble fifteen minutes from camp to reach a high moraine which has a line of sight to the nearest cell tower many miles down valley.  As an added challenge the tower is solar powered and will only work when it is sunny thus bright sun glares on your laptop screen turning it opaque enough so you cannot tell what you are typing unless you hold your hand against the screen or unzip your jacket and create a hood for your laptop.  Despite these difficulties I wrote blog posts, quite regularly that were verbose, scripting several at 1700 words or greater.  From base camp many others joined me at the “ internet hotspot”  and they produced reams of content.  My climbing team alone (three western climbers and our expedition leader Wally Berg) had so much to write that in the 70 days we were away from North America we created 256 pages of content!

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Topics: creating content, creativity, content creation, content tactics, Managing content, creative writing, Blogs

Setting Direction

Posted by Steve Whittington on Apr 19, 2011 4:27:38 PM

“there lies the port; the vessel puffs her sail”

-Ulysses: Lord Alfred Tennyson

It is easy to say ”let’s go!” and loosely pontificate about what could and should be done with vague but impressive stats and ideas.  Many an executive will give such direction in regards to a business unit or project or a website.

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Topics: content tactics, web mission, web tactics, Blogs, web vision

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