For most DMOs and CVBs, finding a great agency partner starts with the consideration list. Unfortunately for most DMOs and CVBs, the creation of this list is a haphazard exercise often resulting in poor choices. Let’s fix that.
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Category: Advertising, Destination Marketing, Tourism Marketing
Destination brands like retailers and restaurants have employed points-based loyalty programs since the early 1980’s. They are so prevalent that the average consumer is enrolled in over a dozen of them. Unfortunately, they’ve become so lacklustre that most “members” utilize less than five of the programs they’ve joined and say that only one or two actually inform their purchase decisions. Continue reading →
Category: Brand Loyalty, Engagement Marketing, Loyalty, Loyalty Programs, Rewards Programs
Latest move in agency reinvention establishes a truly full-service firm.
Exciting times are upon us as we proudly announce Suitcase’s joint venture with Watermark, one of Alberta’s most established, full-service marketing communications firms.
This new alliance means more than just new competition on the ping-pong table or on the Nintendo. We’re mostly looking forward on integrating our teams and respective competencies in traditional and digital media to provide a truly unified marketing approach for our current clients and new ones on the horizon.
We’ve already seen early success from this union in our recent campaigns for Mark’s securing Michaels, the premier North American arts and crafts retailer and Regis Corporation, a worldwide leader in the beauty industry. We aim to continue these successes as we venture into the ever-changing marketing landscape together.
The full press release, written by Watermark’s Tricia Murray, is below.
Calgary, ALBERTA (October 18, 2011) – A joint venture between two top Alberta marketing communications firms has created one of Canada’s largest full-service independent agencies. Venerable Calgary advertising firm Watermark has joined forces with Suitcase Interactive, Canada’s first digital marketing engagement agency, to provide advertising and marketing services integrating traditional and digital media. The privately owned firms will operate the joint venture under the name Suitcase.
“Watermark has always known how to create compelling communications,” explained Chris Kneeland, President and CEO. “But marketing is more holistic these days. It’s about connecting with the right people at the right time in the right way. This joint venture means our clients will get robust, relevant solutions—all under one roof.”
The prospect of a joint venture took shape as Watermark and Suitcase Interactive collaborated on several successful campaigns for national retailer Mark’s. Out of their shared philosophy and complementary competencies came targeted campaigns that really connected with Mark’s customers. Remarked Kneeland, “It’s a testament to the power of integrating traditional and digital tactics—and of our companies combined. It’s like 1 + 1 = 3.”
“Marketers are demanding synergy among all their marketing channels,” explained Ryan Gill, one of three founding partners and CEO of Suitcase Interactive. “It’s time for a truly collaborative model that galvanizes traditional advertising methods and digital disciplines. We are determined to spearhead this sea change and ensure our clients’ success in the new marketing frontier.”
Already, Suitcase has secured accounts with two major U.S. retailers. It is working with Michaels, North America’s largest arts and crafts retailer, to enhance its Canadian digital presence and with Regis Corporation (MagicCuts, Mitchell’s Styling, FirstChoice Haircutters, Vidal Sassoon), a global leader in the beauty industry, on its customer relationship marketing.
About Watermark
Watermark is a full-service marketing communications firm, including creative conception, media planning, account and brand management and end-to-end completion services. Working with brands such as Mark’s, Imagewear, Wholesale Sports and CIBC, Watermark helps clients with destinations market themselves more effectively across all consumer touchpoints. Watermark is privately owned, has 33 employees and is headquartered in Calgary, Alberta, Canada.
About Suitcase Interactive
Suitcase Interactive was founded in 2002 to serve Calgary’s growing web design and Internet marketing needs. It is renowned for its pioneering integration of mobile and social marketing channels. In 2010, Marketing Magazine named Suitcase one of Canada’s hot digital marketing shops, and Digital Alberta awarded it Best Digital Marketing Agency in 2011. Suitcase boasts a client roster of high-profile Canadian brands and destinations, including SportChek, WestJet Airlines, Mark’s, Niagara Falls Tourism, Spruce Meadows, Shaw and EA Sports.
Contact
Chris Kneeland, President & CEO, Watermark
403.541.8673
Ryan Gill, CEO, Suitcase Interactive
403.243.9935
Category: Advertising, News Releases, Suitcase News
It’s not too long ago we were hearing of brands racing to a million followers, and seeing their efforts focused on growing an enormous Facebook following on their corporate Page. We must question if this the right approach for brands with a presence across hundreds of markets. It seems foolish to think that a post made in Halifax can be relevant to someone in Victoria, and in social media, where relevant content is king, this simply isn’t the case.
Brands on the leading edge of social media have already started to shift towards a local social engagement strategy, look no further than Walmart for proof of that. Engaging with fans on a local level helps brands create a more personal and relevant connection with their customers.
Think of it this way, Sally-Jane from Penticton, BC doesn’t go all the way to Toronto to buy a new patio set from Canadian Tire. Instead, she goes down the road to her local store on Railway Street and makes her purchase there. Sally-Jane is more likely to have an appetite for information specific to that location than to the brand as a whole.
Practicing a local engagement strategy offers brands the ability to share relevant promotions, deals and events with their customers, and inevitably leads to a deeper level of engagement. In most cases, brands going local can see up to 10% higher engagement. It isn’t that simple though, brands still need sound strategies to govern and align these local pages to overall communication strategies to get this level of engagement.
This type of strategy requires local managers or employees to be empowered to speak on behalf of your brand on a local level. I know this might seem like a prescription for disaster, but once the proper guidelines and training are in place, success is at your fingertips. Maintaining an official social media policy and establishing rules of engagement are tools that will help set ground rules for your employees’ and will help build the social media sandbox they’re allowed to play in.
Using the right tool for the job will also help quell your uneasiness about letting your brand’s voice rest in the hands of local employees, and at Suitcase we use Expion to ease those uncertainties. It’s formed around a hub and spoke model where governance plays a big role. The hub is formed around a social media centre of excellence that as Jerimiah Owyang describes, facilitates resource sharing and cross-functional communications via the spokes to the eventual end consumer. Corporate can share their best content with local managers and local managers can share their best practices.
This tool also helps us set parameters and implement different layers of approvals to ensure that any message being pushed out in your social networks is appropriate and on-brand.
Letting go of your brand voice in the social space can be a chilling thought, but as more brands move onto Facebook, the ones providing relevant content to their followers are more likely to find success. So when you’re thinking of how you want your brand to interact in the social space, keep Sally-Jane in mind, and think if she’s willing come all the way down to your head office to buy the latest and greatest product you’re offering.
Category: Engagement Marketing, Facebook Marketing, Local Marketing, Social Media Marketing, Uncategorized
With nearly 400 stores across the country, Mark’s Work Wearhouse has become a Canadian retail icon. And Mark’s has worked hard to achieve this. Their relentless pursuit of quality, comfort and innovation in clothing and footwear is a mantra the whole organization puts into practice every single day. Just step into any Mark’s store (there’s certain to be one near you if you’re in Canada) and you’ll discover a world of stylish, functional apparel that looks good, fits great and performs well from the office to the toolshed.
As the chain has evolved, there’s a growing segment of Canadians who need to be introduced to Mark’s… and many former shoppers who need to be reintroduced.
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Category: Case Studies, Engagement Marketing, Facebook Marketing, Geo-Social, Mobile Apps, Social Media Marketing
Destination marketing organizations and CVBs have long though of themselves as the most knowledgeable guide to a particular tourism area. But that claim of expertise just got a little smaller.
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Category: Destination Marketing, Hotel Marketing
Digital Alberta bestows high honours on Calgary-based marketing engagement agency.
Calgary, AB – Suitcase Interactive Inc., a digital ‘engagement agency’ specializing in social and mobile media marketing, was awarded “Best Digital Marketing Agency” at the Digital Alberta Awards on Monday, June 6, 2011 at Hotel Arts in Calgary. Continue reading →
Category: News Releases
