Since the first VCR introduced us to the pleasure of watching pre-recorded television (and skipping commercials), we’ve been pushing the limits of consumption on demand. We’re even changing our habits. For example, many people used to grocery shop once weekly, but will now opt for three visits in a week’s time.

We’re consuming everything on demand. Is the Internet to blame for this new lifestyle? Accustomed to getting information any time of day or night, we have become, by default, on demand consumers. One thing is certain: the way we consume is changing, and only companies that adapt to change will succeed in meeting the needs of this new reality.

A while ago, companies had to turn to managing inventories “just in time, » but now they must adjust to advertising on demand. Brands have to generate content to please their fans. Although consumers enjoy creating their own content, they also continue to have certain expectations from their preferred brands, including the receipt of newsletters or magazines that mirror their tastes. The Internet teaches us how to obtain information quickly, but also how to customize it: Create a profile, choose your colors, remember your code and user name, add friends, and presto, you’ve got it! Whether it’s in terms of time or style, we’re putting our personalized stamp on everything we do.

People are especially drawn to advertising for brands they like or hope to buy. They want to understand immediately what the brand has to offer. Differentiating your brand by defining your position (and therefore your message) will help you manage this wave of consumer demand more effectively. By positioning yourself, you’ll have more opportunities to target and understand your customers—thus narrowing down the market—while providing the right communication tools. But don’t kid yourself: if you want people talking about your company on social networks or on the street, you’ve got to have a clear message, conveyed in an original way.

As we know, it takes money to advertise, so find a good agency that will deliver a unique creative product. And remember that especially in difficult economic times, you only have one chance to make a good impression, unless of course you want to throw your money away and waste your time. But why would you?

Nowadays, people are increasingly aware of the effects that their actions have on the environment. Everyone’s talking about it, but who is really making an effort, and who is doing so consistently?

And how does this green mindset manifest itself in the field of advertising and—more specifically—non-traditional marketing?

Sampling and flyer distribution are still common practices, but considering that flyer return rates are generally only between 1 and 5% of those distributed, one wonders “Where do the rest end up?” A former colleague jokingly called this practice “the distribution of trees,” an image I find quite evocative. In an integrated strategy, sampling and “flyering” can be interesting and significant options for a brand. But it’s time to also consider greener alternatives.

When we talk about non-traditional marketing, we imply that non-traditional display vehicles will be used. Since most of us are on board the green movement, it makes sense to consider today’s environmentally friendly creative options.

I invite you to take a look at this video, which presents new, 100% green ways to create compelling displays. Moreover, it is a great alternative to the distribution of samples, which, in the streets of Montreal, is prohibited.

http://www.mindthecurb.com/what-we-do-clean.asp

It is not easy to be creative and deal with all that pressure. Sometimes I feel bad for the creative types; they have to find an idea that will bowl the customer over, and then keep their fingers crossed that the customer won’t sabotage all their hard work.

Besides, the agency isn’t always working on image campaigns with large budgets. We often need to take on creative challenges with few resources. The subjects, features or issues that we are faced with are sometimes huge, and our client wants to convey a specific message and expects us to find an original way to do so. As for me, and I dare say for my team as well, we are fired by this type of pressure to find the perfect idea, and find pleasure in delivering a unique product.

This ad is interesting because it had to spread the message that delivery is now free for Ikea’s customers. It is a fairly simple message but the creative team still had to come up with an original way to present it. Needless to say, I raise my hat to the people who created this publicity since many would have gone for the easy concept without a story or a creative hook.

I often have to talk about my agency. I have learned over the years to answer all sorts of questions to promote the merits of our business. Nevertheless, about a year ago, a question that I have answered a hundred times suddenly went unanswered. « Why should we choose you? What makes your agency special? » At that moment, I did not go with my usual seller’s response, but instead replied: « You know what? You’re right! We have no business being here. » It was certainly not out of pretentiousness, but because of a moment of lucidity that I left the room. I always tell my clients to be unique while I had not even taken the time to define the reason for my company. I was a generalist among other generalists.

In response to this revelation, a lot of thinking was done and led us to change our name, restructure our agency, draft a method of approach and make an acquisition. We understood that to be appealing, we had to be different. We decided to be ourselves and stop being afraid of losing or displeasing. We now show our creativity more. Very soon after, we doubled our business and we continue to see the positive effects of this challenge. This is a great example that when you know how to ask the right questions and show lucidity, it can pay off!

Doritos like to develop unique initiatives.  Embedded in its brand logic is the idea of entertaining customers/prospects by giving them experiences that are opportunities to « snack. »

The last web production to date is « Hotel 626,” an interactive online experience like no other. It is a virtual world that takes place in a hotel. In order to highlight the mystery, one of the main principles of a « Lovemark, » the site is not instantly accessible. You must enter your email to make a reservation and come back during business hours.

When you return at the agreed upon time, you finally enter your room and begin a highly immersive interactive experience.  Through a series of animations interspersed with simple but captivating games, you slowly become a part of the experience: fighting with a zombie in one room, whispering a lullaby (integration of the microphone) to a terrifying newborn or acknowledging your own tormented face (integration of the webcam) among other Polaroid pictures.

The design and immersion quality leaves its visitors on a very positive note.  This is an excellent demonstration of how to associate an experience with a brand.

Experiential web- Hotel 626

http://www.hotel626.com/