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IMC@SLC In Toronto

This past Friday, IMC@SLC students went on a field trip to Toronto, along with a few second year students from the college IMC program.

The first stop was Dundas Square where students were given time to explore the area and try to complete a scavenger hunt. A few things that I found on the scavenger hunt were; an ad-free spot in Dundas Square (picture available in gallery), a flyer being handed out in front of the Eaten Centre (Black History Month flyers), an ad that is steps away from purchase (H&M – pictures available in gallery), and also estimated which ad(s) cost the most; those being probably the H&M ads that would be $1 million per print ad (of which there was 3) plus the moving/video ad with them that would be more than $1 million, or the Air Transat ad – which had 3 very large parts to it.

The next stop was Fuze Marketing. Here we got a tour of the building, and then got time to talk to people who work there (a creative resource manager/digital project coordinator, a copyrighter, and someone from the creative team) before having some pizza. Things I took away from this visit was that to get a job in this area it’s all about who you know and your connections. We were advised to get to know as many people in the business as you can and have good standing with them/keep in contact, and that doing internships are a very good way to get hired. Though the tip we were given about internships is to get involved as much as possible; if you sit and wait for people to come to you with work, it won’t happen – go to people and offer to help them, ask what you can do, etc; get as involved in as many projects as you can. Essentially just make it more trouble for the people you are working for to fire you than to hire you full-time.

After Fuze Marketing and a lunch break, we went to Bell Media. After a very (unfortunately) brief but very interesting talk with the marketing manager at Bell Media, we were given a tour of the building. We saw the Toronto breaking news room, the business channel studio, e-talk, the Marilyn Dennis show studio, and finally, got to be in the audience at Much Music for the Much VJ search after show. This was a very interesting experience. It was neat to see the inside of all the studios and how small they actually are though they appear very large on TV. A thing that really caught my attention was that there wasn’t cameramen in most of the studios; the cameras were remote-controlled robots that were either controlled by the person onscreen, or from a control room. Much Music was the only place I saw cameramen. It was also a little.. odd? To see first-hand what it’s like being on live television and realizing how fake the VJs or personalities really are, along with how the audience must be fake as well and act happy and excited no matter how bored or grumpy they are.

I think the three key takeaways from the trip for me would be:

  1. A work week is never only the hours it is “supposed” to be, and your day never ends when your “shift” or whichever is finished – work is until the projects is done (which is never because there are always more).
  2. Professionalism is key. Don’t fangirl over celebs if you work with them, don’t come to work in sweats, etc.
  3. Connections are important. Network, network, network! Positive influences and impressions!
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Direct Marketing

On Thursday, March 28th, St. Lawrence College’s 2nd year Integrated Marketing students presented direct marketing pitches to a client who owns several downtown businesses. The IMC@SLC focus program students got to sit in on these presentations.

In my opinion the top two campaigns are “InstaOutfit” for Blueprint, and “Glitter Gala” for Agent 99.

I think InstaOutfit will be successful because it is simple, and has a very broad target market. Unlike some of the other campaigns, anyone can participate; not just those invited or ones from a specific school. It is used on a media that is fairly universal and appeals to the target audience perfectly. Many college and university students have iphones and use instagram, as well as high school students. The benefits of this for customers is great; without taking too much money from the client. Everyone who participates – which only requires them to post on instagram a photo of them in their dream outfit from Blueprint, and give their name and preferred form of contact on the sign-up sheet – gets a 15% off coupon, and the winner (person who gets most likes on instagram) gets a $40 gift certificate they might use to buy their dream outfit. This campaign fits the client’s needs well in increasing traffic on their social media and instagram and creating exciting buzz about the store.

The Glitter Gala sounds promising in that it is definitely appealing to the target audience. I even wanted to be a part of it myself! The target market is girls in grade 12 or attending prom. A selected number of girls will be invited to the event by email, and may bring up to two friends – though the client commented that it should be up to four friends instead; the more the merrier. The event is an evening to try on prom dresses at Agent 99 and have your hair and makeup done by professionals so that you can see the “whole look”. No additional offer will be added to this campaign, as the night in and of itself is enough of an incentive and reward. This campaign is purely of benefit to the client; no cost for her, and traffic will be increased to her boutique for buying prom dresses. The likelihood that the girls who attend will purchase the prom dresses they try on is high, mostly out of guilt; but also they are much more likely to find the dress they love when they’re able to see the entire look.

Recommendations I would make to improve their campaigns would be to maybe make the Glitter Gala available to more potential costumers. I was very disappointed knowing I probably would not be invited to participate, even though I would also feel guilty to go and not necessarily purchase a dress there – or at least not that night. As far as the InstaOutfit campaign goes, I think it is perfect just the way it is and love the idea.

The main components of a good direct marketing campaign would be appeal to your target market, choosing a correct target market, and meeting the client’s or campaign’s needs or goals. You must choose carefully a target market that is in the client’s or campaign’s needs, and find a way to appeal to them in a way that benefits both the target audience and the client in a proper balance.

I am not sure which presentation was the best presentation necessarily. Or not clearly the best. I found that many of the presentations had group members running late, people unsure what to say when, and a few of the groups even seemed unsure all the details of their campaign and didn’t explain well. Some people tried overly hard to be professional in the way they talked and moved; and in the end just ended up being annoying because you could tell they were trying too hard. However, taking all this into consideration I would have to say that the InstaOutfit was the best presentation purely because their campaign was the best, was explained well, and they did not over-do their presentation.