SWJ Strategic Marketing and Advertising

Getting What You Need?

2012-02-23T14:32:00.004-08:00

By Pam Hadder

As a small kid living in northern Manitoba, our Childcraft Encyclopedia series was a vital part of play time. From those magical volumes, we not only learned about the outside world, we read stories and prose, and kept ourselves occupied with a wide variety of crafts and role play activities. (This was pre-Internet, of course, but not quite prehistoric!)

I remember an excercise in entrepreneurship that facinated me at age seven - you had to choose businesses to create a vital community. Would it be the bakeshop, a fruit stand, or a shoe repair shop - which was more important and in which order would you select them? I used to love imagining my ideal village where everything would be "just so!"

In recent weeks, I have had the opportunity to work in rural Manitoba, and it has been interesting to survey the types of enterprises that comprise small town business districts these days. I was pleased to find a local bakeshop with wonderful "fresh daily" goods that also sold homemade sandwiches and soup for take-out. But an ATV shop - how can you make a living in a tiny community by solely selling and servicing ATVs?

Our cityscape is equally interesting - you can't drive more than a couple of blocks without seeing all of the following: tattoo parlour, nail salon, yoga studio, and sushi take-out; oh, there's another tattoo place! And, those businesses weren't included in the Childcraft selections, by the way...

Something is definitely afoot - either what we need has dramatically changed since I was a little kid building my imaginary model community, or everyone eats Japanese three times weekly with fake nails, full tattoo sleeves; in the lotus pose. Many urban environments suffer from what is called "sprawl", and the result is a dilution of services like access to public transit, door-to-door mail delivery, and proximity to food retailers and other requirements for daily living. As a result, suburbanites rely on the use of motor vehicles in order to work, shop, and participate in community activities.

Rural people are accustomed to driving a distance for work, for activities and for shopping - consider how much additional time and effort each rural child spends justs to get to school five days a week! Nonetheless, many rural communities are seeking to diversify, keep up with the times and offer local alternatives to city bound pilgrimages - that's how the fried chicken/bus depot/post office/laudromat/small appliance repair centres come into being!

Services typically arise as a result of need - no matter if you live in a small hamlet or in the midst of a metropolis. It is interesting, however, that many of us move to urban centres for convenience - to access education, employment, health services and so on. But then we drive hundreds of kilometres per week, all within our "convenient" environment. It's a funny kind of progress if you think about it.

Your Voice, Your Way

2012-01-14T17:03:00.001-08:00

By Pam Hadder

Social media - can you imagine a day without it? Have you thought about how much social media has changed the way we interact and communicate? The impact has been massive and global, crossing cultures and borders - all within a very short period of time!

Yes, there have been well-documented ups and downs and pros and cons in the fast forward evolution of the social media scene's fab four: Facebook, Twitter, YouTube, and LinkedIn. But social media is here to stay, and positive feedback has far out-weighed the negative.

Hot on the heels of these new media icons, many other online apps and services have arisen - some have been of the "flash in the pan" variety, but others are gathering steam to rival the social media big guns. There is no doubt that the growth of social media and related products and services is nowhere near the saturation point; like the famed Energizer Bunny, it just keeps going and going -and growing! Interestingly, the fastest growing demographic in the Facebook community is currently the age 55+group - some see this as a seal of legitimacy or rite of passage; like a nod of approval from an older, wiser mentor.

Good or bad, necessary or trendy, the majority of us have welcomed one or more social media applications into our lives. Many of us keep in touch with friends, family on Facebook, or follow our favourite celebrities and topics on Twitter. Even if social media has not seeped into your personal lifestyle, you likely have had to acquaint yourself with it to some extent in order to be up-to-date in the workplace - because you know that being out of touch in our technically-fuelled world is a shortcut to professional obsolescence!

But what is the greatest impact of social media? Whether you love it or hate it, social media has enabled each of us to have our say, and to express ourselves when, where and how we choose. Sometimes the voice is part of a carefully planned and executed business campaign, or in support of a cause. Sometimes it is simply random self expression, or connecting with like minds. Sometimes inane, sometimes profound, sometimes enlightening, sometimes disheartening or disturbing - social media is your voice, your way, in the moment.

We are in a time of immediacy - we think it, we create it and we share it almost instantaneously. Choose your actions and words wisely - they now have far greater potential to become a very big deal.

Planning to Succeed?

2011-12-19T07:48:00.000-08:00

By Pam Hadder

"No man ever wetted clay and then left it, as if there would be bricks by chance and fortune." -- Plutarch

We are living and working in very interesting and challenging times -- everyone is struggling to do more with less, while cynicism grows and mistrust festers in the background. It is a scary and frustrating thing to work harder, with uncertainty looming, and with the knowledge that our best efforts may be in vain.

So does this mean that we should abandon our dreams? Should we eschew ethical and quality standards? Does anyone really value our diligence and attention to the details? No doubt there are always those who will profit greatly in a depressed economy, cleverly finding any opportunity to gain market share or some financial advantage -- all too often as a result of another's demise. Why should we be any different? Why travel the high road if it's a dead end or leads to nowhere? Shouldn't we just grab what we can, while we can and say "screw the other guy?"

Despite what the newscasters report on the evening news, money is still being spent. What's really interesting is how and where it is being spent. Consider all of the new construction in the private sector, as well as the purchase and refurbishment of commercial real estate. Ask any staffing recruiter or HR manager, and they will tell you about the higher than ever demand for skilled trades workers. Where is the money coming from for all of the construction, and why is investment in commercial property on the rise, if there is no hope for business and the working person?

It has been statistically proven that, over time, real estate is the most stable and secure form of investment -- with the rise and fall of markets and of currency values, real estate retains its value. So in uncertain times, it makes sense to store one's golden eggs in bricks and mortar -- this explains the mass appeal of investing in infrastructure.

But of what value are impressive, gleaming office towers and business properties if not to house vibrant companies with brilliant dreams, achievable objectives, and marketable services? Perhaps the future is grim, but perhaps it is not -- either way, we have only one true choice, and that is how we as individuals respond to the cues and challenges each day presents. Why not choose SUCCESS, and work with that goal , accepting only those choices that support our positive outcomes?

We can't all be multi-millionaires, but we can each engage in purposeful activities that are positive and life-affirming, and which provide a valuable contribution to our world.

Small Matters?

2011-10-23T10:39:00.000-07:00

By Pam Hadder

Have you been letting things slide? Are you weary of wrestling with others to gain an inch and lose a foot? At the end of another disappointing day, do you console yourself with cliched comfort phrases like "Don't sweat the small stuff" and "Don't worry, be happy?" Have you ever thought that all of the small stuff adds up, and maybe you really should be sweating it out a bit?

In 2008, our world markets took a headlong tumble that has turned out to be more than a superficial blip on the economic timeline. Three years later, we find that many businesses are muddling aimlessly, hampered by apathy and fear. Instead of thinking larger, they are thinking smaller - what about my job; what about my pension; how will I retire? This excessive focus on the self does not lend itself to inclusive, progressive global solutions.

Thinking of your current work situation, ask yourself some tough questions:

What would my ideal scenario look like?

How can I see my ideal unfolding?

What are the barriers - what am I afraid of?

Write your thoughts down, allowing them to flow out freely without questioning and analyses. Seeing your concerns on paper can help to put them in perspective. You will also find that writing the words on paper makes the problems seem smaller and less scary - with things in proper perspective, you realize that the ability and power to create and enjoy what you envision and desire is innate. This exercise also helps to gain some perspective into what motivates you, and by so doing, you can flip the off switch back to "on!"

Ralph Waldo Emerson said it best when he quipped, " This time, like all times, is a very good one if we know what to do with it." Don't let it slide - embrace the changes, good with the bad; get on board and enjoy the ride.

Brabble and Growlery!

2011-09-08T06:13:00.000-07:00

By Wendy J. Miller

The Concise Oxford English Dictionary (COED) reached its 100 year milestone this August and, in recognition of that auspicious marker, announced some interesting updates. Gone are catchy words coined in 1911, including brabble (a noisy gathering) and growlery (manly den), to be replaced by OMG, <3, and woot - an timely nod to electronic communication's steady interweaving into our daily lives and language.

The new COED is comprised of more than 240,000,000 words, and just may be worth a bit of serious study time. You may have a stellar vocabulary, but do you know the meaning of momo? How about noob and nurdle? Times change, and as such the need arises to define our unique experiences - hence neologisms (new words) are born!

Wondering how new words gain entry to the COED? It turns out that new word additions are approved by a small team at the Oxford University Press, and they use various Internet search engines to track the popularity of new words and phrases. The more popular the word/words, the more likely they will be considered for updated editions of the publication.

COED editor, Angus Stevenson, recently credited the Internet and social media applications for accelerating the spread of neologisms. It all makes one wonder what the next edition will bring - what words will stand the test of time, and which will be discarded and forgotten? Better retweet you fav wordy bits as much as possible - you could be saving their lives!

Twitter or Fritter?

2011-08-30T11:51:00.000-07:00

By Pam Hadder

Have you gotten the jump on social media? Personal or business, do you use Twitter, Facebook, and YouTube? How about LinkedIn and other networking sites? There's no denying the presence and the influence of social media in our lives today.

In a business context, social media is often "sold" as a low-cost or no-cost tactic to generate and sustain awareness about a company, product, charitable cause or event. Social media can support these objectives, but it is not a stand-alone solution, and if you do the math, it's not FREE - and it is really low-cost?

We are living in a time of rapid change, but one facet remains constant: time is MONEY. Given the undisputed value of time, consider that many organizations pay staff to set up, maintain and stoke the coals of social media machinery. What does an entry level or part-time employee cost, factoring in a modest salary, applicable taxes and benefits? Likely, the cost is at least 30k - 40k per year - a significant sum for most small to mid-size companies.

Many marketers like the idea of being able to easily supply a bundle of stats, served up in many variations to support the use of social media tactics. But do these numbers translate into TRUE VALUE, particularly when balanced with the amount of time spent maintaining the social media vehicles?

Research shows that as soon as the user eases up on the volume of social media posts, their followers rapidly decline. Interestingly, if the user is too prolific or salesy, this also will cause a lemmings-to-the-sea type of exodus! Yet another pitfall can be the dreaded automated tweet scenario - those seeking true networking value, fresh perspectives and noteworthy tidbits will quickly grow disenchanted with canned, repetitive posts. The kicker: there is no control over who will follow you and for how long - social media truly is a crap shoot with many variables affecting outcomes.

And what is the value of a follower anyway? How can that be measured with integrity? What is really achieved with our fleeting bleeps into the virtual void? Have you considered that the social media providers and developers might skew report data to build the case for use? Consider the recent scandal with Groupon's fairy-tale reports of huge profits, while in reality they were bleeding $$$.

As we grow more comfortable with the various social media applications, it becomes clear that some control needs to be executed to keep Twitter and friends from becoming time frittered with "friends"! Social media can become the one-armed bandit of your working and leisure hours, just one more tweet, one more post, one more link - someone will get what I am saying; we'll make a profound connection and the numbers will explode!

It may be that social media is a sentence fragment, a loosely conceived script that never quite gets to the crux of things, a puff of smoke in a windstorm, and yes, a lottery of sorts where the right number at a precise moment may result in a bounty... or not.

2011-08-12T14:35:00.000-07:00

Q & A

By Pam Hadder

Question: what attributes assure business longevity?

Answer: QUALITY and ACCOUNTABILITY

Something to think about - when was the last time someone over-delivered on a promise? When was the last time that the quality of something you purchased actually exceeded your wildest expectations? Quality of both products and services, like true and abiding friendship, is a very rare and precious commodity!

Quality's bench mate is accountability - they are very different attributes, but they work in tandem and their areas of responsibility overlap and intertwine. Higher level quality is achieved when accountability is firmly engrained in a business structure, and accountability is more achievable/saleable where levels of premium quality are established and maintained.

Why is quality so important? Does quality really matter? Well, consider my Mother's Maytag washer from 1974... it did countless loads of laundry for a household of nine (yes, NINE!) - seven kids and two very busy parents! And that same appliance, without a single repair, is still in use today in my Mother's home. Granted, the demands upon Mom's miraculous Maytag have eased up in recent years, but my last washer held up for 13 years, with only a fraction of the demand upon it, and I thought that was pretty decent.

The message - we are being conditioned to accept GOOD ENOUGH versus true quality. And by accepting "good enough", we allow accountability to be eschewed. Can you see quality and accountability's downward spiral - a slow waltz to oblivion while The Good Enough Band drones its melody of mediocrity?

Perhaps the current mix of green initiatives and global financial blundering will propel quality and accountability back to the main stage, where we can once again enjoy products and services with enduring value. If you think about it, quality and accountability also mean less waste, less gunk in the landfills, and let's face it - less stress too!

The bright side - here are a few recent personal WOW moments, where someone or something really over-delivered:

Boyd Autobody - specifically Kendra at the Nairn Avenue, Winnipeg location; here is an individual that is a solid gold employee. Kendra has the magic mix of intelligence, good judgment, knowledge and what I crudely call, giving a %&@#! Car repairs are never fun, but Kendra will serve you efficiently and the repairs will be immaculate. (Hey, you are welcome - and make sure you are nice to Kendra...)

iPhone - those 1200+ Apple techies make a wonderful, intuitive, brilliant device; in the words of MC Hammer, you just "can't touch this!" Some of the apps are also mind-blowing: Google Earth, Star Walk and Backyard Birds are three personal favs.

My Revlon Curling Iron - from high school, it's Mattel pink and screams 1980s spiral curls and Valley Girls! This fast-heating little appliance still creates radical curls, and may just give my Mom's 74 Maytag a run for the money - time will tell!

One Ecosystem?

2011-06-17T08:40:00.001-07:00

By Pam Hadder

ecosystem - n. a system formed by the interaction of a community of organisms with their physical environment.

When we talk about ecology and ecosystems, thoughts typically turn to our natural surroundings - that is, the plants, animals and geography of a particular region. Sometimes we forget that we too are animals, and we don't think about how we factor into the larger picture. Human business exchanges, for example, not only affect the well-being of other people all over the planet, but they ultimately also impact world ecosystems. Like an infinite series of nested eggs or Russian dolls, each human action unfolds and causes multiple reactions; which in turn spawn their own expanding reality.

Consider also that business, marketing and the resulting profit or loss; the distribution of information, and the acquisition of material goods, are in themselves ecosystems: "the interaction of a community of organisms with their physical environment." Whether physical or electronic, we cannot deny the impact of humanity's workday activity.

We do not typically think of the global effects of our actions - we simply complete our link in the chain and start forming the next link. However, if we begin to study the relationships that result from our actions, we will discover how everything we do - every action; every word - is relevant to the global experience.

Sound complicated? Well, yes, it IS terribly complicated, and that's not all - compound all of these factors with complex layers of technology, culture, personality and communication style, and the result is a six dimensional, all-encompassing cloud, simultaneously engaging all of our senses and, at some point, connecting to the natural habitats of Earth. And what happens when elements are added or removed from any established system? For every answer; for every solution, a proliferation of new questions ensues!

How then do we address such a massive, gnarly ball of co-mingled infinity? The answer is SIMPLY, HONESTLY, and with a great deal of CARE. Every moment matters, even if we do not fully appreciate just how spectacularly huge our realm of responsibility stretches.

Definition of Doneness

2011-05-17T13:13:00.001-07:00

By Pam Hadder
Merriam-Webster defines "doneness" as "the condition of being cooked to the desired degree." With food preparation, this is a relatively easy assessment – visual cues, internal temperature, response to touch and time passed all provide confirmation of doneness.

In the advertising and marketing world, doneness can prove to be a tad more elusive. As marketing professionals, we understand the value of well-defined planning and implementation strategies. Superficially simple project "storefronts" often disguise complex networks of beginnings, middles and ends, all monitored and staged to achieve the desired goal.

The challenge lies in promoting the unseen value to the client – when you ask, we deliver and it all seems so effortless! Like ballerinas smiling through the pain, our job as marketing professionals is to achieve results without letting the sweat marks and blisters show. The down side of performing efficiently is the perception of "ease" – by making it look easy, our value sometimes drops in the minds of the client.

Another pitfall to "doneness" is knowing when a project is complete and when to transition to other phases or tactics. Commonly, things are under-done or over-done – and of course, anything that is done poorly is better left undone! In our volatile world economy, many companies are caught in progressive belt-tightening – to the point where new buckle holes have to be punched but you're running outta leather. Even modest budgets can be leveraged by professional marketers to maximize your message, leaving you free to concentrate on revenue generating activity.

The final word on doneness? Well, when you find yourself stretched too thin, overwhelmed by the tasks at hand and unsure of your direction, you are experiencing personal doneness. We can help!

Working Naked

2011-04-27T08:07:00.000-07:00

The Globe and Mail recently featured a no-dress code article:

"A Buckinghamshire (England) computer software company is looking to recruit female web coders who are prepared to work naked," Orange News reports. "Nude House, where staff work as nature intended in a 'warm and private' naturist office environment in Amersham, also wants naked male and female sales staff. ...The company web site says: 'New applicants will be required to work in the nude from the time they arrive at work until they leave to go home. Nude means no clothes whatsoever and no shoes either. All new applicants will be naturists and could be males or females.'"

Further digging on the Nude House web site revealed:
"Company founder, 63-year-old Chris Taylor, claims Nude House is the only business in the world whose employees don't wear any clothes. It's apparently every naturist's dream work environment - warm, clean and great fun - and since most of the business is conducted online, nobody needs to know they're naked. Mr. Taylor himself has been a naturist for 20 years and says that hasn't affected his business at all. In fact, it's going so well he's thinking of opening another office, soon.

In case you're wondering why the ad asks specifically for women, it's because Nude House wants their office to be less male-dominated. There are currently seven nude guys working hard over there, and only one woman, so management is looking for more females to balance the number. "Sex does not concern us and is not promoted by us - we merely provide an environment where the staff may be in offices that are all naturists," Taylor told the Daily Telegraph.
In fact, the company is trying very hard to identify job applicants who are only interested in seeing other naked people or trying to have sex with them, since that's not what naturists are about at all. So far, seven women have applied for the wacky job that pays approximately $37,600 a year."

Well, you'd certainly never have to worry about what to wear in the office, and a simple commuter's trench coat will be all you need.

The Un-Talent

2011-04-18T08:15:00.000-07:00

By Pam Hadder

Never mind the Age of Aquarius, forget the Baby Boom, and don't talk about (or to!) the Gen Xers (they are annoyed by being lumped in with the Boomers, and are too busy making ends meet!)

We are living in the time of the Un-Talent. Not specific to an age, demographic or nation, and fuelled by sparks of social media fame, un-talent philosophy abounds. Un-Talent disciples are low on commitment, ethics and the follow-through side of things. Ask what they do, and they will paint you a brilliant picture of their fabulousness! Remember the childhood tale of the emperor's new clothes? That surely is the Un-Talent guide book, or at least a volume in the required training series.

Fickle, go where the wind blows types, UTs have been raised in a sticky bubble of doting parental paradigms. A steady diet of "you're the best" and "you can be anything you want to be" doctrine has spoiled them for wholesome fare like personal accountability and global realities. Clever chameleons and mimics, they graft onto buzzwords like vultures on carrion, and can talk green, wear a business suit, or schmooze with egg-heads at academic events; all the while doing nothing and gathering "credentials" of even greater personal glory.

Do you need REAL ability versus the virtual UT variety? SWJ understands working on real terms, within real budgets, to achieve real, measurable results that will transform your business. Let's talk TALENT.

Trust Your Gut

2011-04-13T12:28:00.001-07:00

By Pam Hadder

Recently, SWJ was asked to respond to an RFP - not a big deal, we've responded to many RFPs and have won a number of new jobs and some long term clients in this way. What was unusual was how the process evolved into a meaningless exercise.

We should have heeded our inner alarm bells, but the referral came to us from a respected and trusted contact, so we quashed any misgivings and gave the RFP our full attention.

The good news, we over-delivered and felt great about our end result.The bad news (Part One) is that we didn't get the work. The even worse news (Part Deux) is that a publisher won the RFP! This publisher bills themselves as a "PR company" - not only is this untrue, they do not have a team with the skill-set to complete the items identified in the RFP.

Yes, a prickly situation - to be trounced by posers with no marketing campaign experience, no web development and programming ability; and with debatable understanding of PR! To say we were gob smacked by this turn of events is really an understatement.

Looking back, there were so many red flags - flaming red, actually: the group was slow to confirm the details of the RFP and delivery time lines, the meeting time was changed at the last minute; the re-scheduled meeting ran through typical lunch hours (guess who supplied a lovely lunch?); only two of the four expected guests attended the meeting, with one guest arriving late; and the latecomer had the audacity to mock our walls covered in advertising and marketing awards on his way out the door (???).

The moral of our tale - always trust your gut. Never get sucked in by the dine-and-dash crowd who ask for all of the flexibility on your part, but deliver little commitment on their end. Know your value and guard it with your life.

I think of our strategic marketing and advertising firm as a five-star restaurant with a wonderful, ever-changing menu tailored to the unique needs of our diverse clientele. Patrons of our restaurant can survey the menu prices and choose according to their preference and allotted budget. When someone orders everything on the menu and we deliver, as ordered, our expectation is that we will be paid for our work.

We are just lucky that all these pirates gobbled up was some of our time, our preliminary thoughts and a free lunch! Eyes bigger than your tum-tum, Buddy? Not a problem - we'll box it up for you in some award winning packaging "to go!"

Where Do YOU Live?

2011-03-25T09:07:00.000-07:00

By Pam Hadder

April 22, 2011 marks Canada's 31st annual Earth Day, and it is typically a time when businesses, schools and individuals reflect on their impact on and their relationship with the environment. This week I received a sales-y news bit from Homesense in which they touted their participation in Earth Hour on March 26.

"Earth Hour?" I mused, "Isn't Earth Day in April?" So, I read on, and it appears that at 8:30 p.m. on March 26 Homesense will be turning down the lights at all of their retail locations for (surprise!) one hour. This requires an announcement?

Earth Hour, is an initiative of the World Wildlife Fund (WWF), and is simply meant to illustrate how little differences add up, and I guess to raise a whole lotta awareness for the WWF.

Businesses and individuals can pledge and post nifty things that they will do in the dark on March 26 at 8:30 p.m. Well, I know I have no personal shortage of cynicism, but is this lame or what? Let's get the jump start on Earth Day and do Earth Hour!

Maybe next year, some other organization will do Earth Minute and steal a little face time from the WWF...mmm... see a pattern?

Self-serving lip service to the environment is just that - we need to care and commit to enviro-friendly choices every day to make a significant impact; don't kid yourself. It's very simple -- this is where we live, in closely-shared accommodations, and the maid just quit. So, DIY everyone - in the dark for one hour and otherwise.

GREEN

2011-03-15T07:22:00.000-07:00

"It's not easy being green." - Kermit the Frog

We all understand green thinking - it's about informed, care-filled choices with regard to the use of Earth's natural resources and it's about living with respect to our personal impact within her delicate, intricate ecosystems.

Most often, raw material sources like forestry and mining come to mind. Green thinking may also extend to the indigenous animal and plant species of a particular ecosystem, region or country. We all understand the need to reduce our consumption, cut back on non-recyclable packaging, eliminate needless waste and littler, and re-use material whenever and wherever we can.

But do we fully consider humanity within green approaches? The encroachment of man into ecosystems is discussed as if we are aliens invading our own planet! Researchers remind us of the delicate balance existing in nature - but humanity is part of those inputs and outcomes (positive and negative). We are, as earth-born mammals, an integral part of Earth's living landscape.

Terms like stewardship, management and carbon footprint come to mind when addressing the human side of environmental responsibility - but do any of these terms really describe the intimate, personal relationship we each have with the patch of ground we call home?

At their roots, humanity understood the connection of their people to the Earth Mother, and many of the resulting customs and rituals exist today, marking that vital link. After a hunt, the Bushmen of the Kalahari still express thanks to the antelope for giving its life to feed their families. Many North American Aboriginal hunters show thanks and respect to the Creator with offerings of tobacco. In India, offerings are mande to the Ganges River in thanks for its life-giving power. Green approaches and solutions are incomplete without considering the integral place of man and culture within their structure.

Oh, and the Irish - they give thanks by raising a glass of green beer on St. Paddy's day!

The Invisible Minority - 100 Year Anniversary

2011-03-08T09:43:00.000-08:00

By Pam Hadder

Have equal opportunity programs in Canada outlived their value? Did they indeed ever have any true value? "The purpose of the Employment Equity Act is to ensure that federally regulated employers provide equal opportunities for employment to the four designated groups: women, Aboriginal peoples; persons with disabilities; and members of visible minorities." We've all heard the (very politically incorrect) jokes from those dismissed from government job recruits: "Now if only I were a bilingual, Asian-Aboriginal woman... with a limp"!

March 8, 2011 marks the 100th anniversary of International Women's Day, and looking back, at the past 93 years since Canadian women were first allowed to vote federally, the progress toward gender equality was been appallingly slow. It wasn't until 1982 that a woman sat in the Supreme Court of Canada, and the first Canadian Premier was not elected until 1991 (Rita Johnson, British Columbia).

Canadian women work longer hours for less pay than their male counterparts, and where families with children are involved, women manage the lion's share of the domestic chores. According to Statistics Canada, 73% of women with children under the age of 16 years are working full-time outside of the home. This is a figure that has skyrocketed in the past 20 years.

So there is no doubt of the financial contribution of women in Canada. On the up-side, the Canadian government is always diligent in collecting the same percentages of income tax from women as from their male counterparts! (Tax equality = gender equality?) Seems to me that the progress of women in Canada is a highly selective process, and that my XX chromosomal makeup is a serious deterrent.

Why are Canadian women seen as less valuable, less capable, less worthy? Our environment is littered with advertising and marketing that devalues the contributions of women; and most often if I mention this - even to other women - they look at me like I'm some raving loony from an alternate universe. Many women do not recognize what is inappropriate and that they should feel indignant and offended. Maybe both genders have become desensitized.

So, how shall I "celebrate" 100 years of women's progress? Shall I do a hundred of something? Call me crazy, but absolutely nothing comes to mind to celebrate. I just know that I am an equally-taxed, white female minority -- highly engaged, honourable and capable...and, it appears, quite invisible.

Ethos and Ethonomics

2011-03-07T07:47:00.000-08:00

By Pam Hadder

ETHOS: "...the character or emotions of a speaker or writer that are expressed in the attempt to persuade an audience...the natural disposition or moral character, an abiding quality..." - Dictionary.com

A week or so ago, I was at the gym, getting warmed up for my latest lesson in physical humiliation. The radio was on, and the DJ was polling the audience - they were asking what the most popular female response was to the question "If you could have any super power, what would it be?" The "correct" answer was mind reading, and it was guessed almost immediately by a fast-dialing young listener (maybe she already had the gift?).

Don't know about you, but if I could have some sort of super ability, I would want something a bit more action-oriented - how about unlimited speed, amazing physical strength, or the ability to fly? Maybe I was just thinking about my own inadequacies: working out = humiliation!

Too frequently, I find myself a bit overwhelmed with a high volume of incoming information. I can't imagine having even one other person's cerebral clutter mixed into my own - no thanks.

Whatever your super power of choice would be, it all sounds pretty cool until you really think it through. But when you're zipping through the air like a comet, how will those thousands of insects (and birds, OMG!) feel hitting your body? Even if you wore a protective suit and helmet, you'd have to stop and clean the gunk off it every so often...major league ick and eeeew!

Everything we do elicits a complex array of additional actions and responses. Whether or not we choose to think about it, both physical laws and personal accountability are part of the evolving equation we know as daily life. Reaction goes way beyond the cause and effect thinking of Newton's third law of motion - even a simple decision can trigger a huge chain of events, some intended and some unintended. Don't believe it? Think Twitter or YouTube.

More recently, I came across the term ethonomics in an online article about marketing trends. The term was used to describe the factoring of social responsibility into traditional economic principles - that is, the systems and management by which we buy and sell; and distribute goods and services. Noble thoughts within a viable vision, or just another enterprising type seeking notoriety? I was curious, hopeful, and cynical all at once.

I thought back to the super power question and the resulting reality check imposed by accountability. If we address the market from a platform of social responsibility, will the fallout be similar to current green initiatives? Dig beneath the surface of many eco-friendly programs and products and you will find limited real benefit to the environment and a mother lode of consumer spin. Too often, companies get on the green bandwagon simply to appease a market segment that is too large to ignore, but too small to require in-depth restructuring.

My inner idealist still dares to come out and play amid naysayers and fiscal restraint, and it wonders "what if"? WHAT IF ethonomics were to really take root and burgeon? The end result might be a planet where resources and their ensuing profits are fully shared in respect of the environment, human needs, and established cultures. Humanity, with each individual's essential needs met, would be more likely to exist and thrive in harmony.

We don't have super powers, but we each have the ability to make hundreds of choices a day that make an impact. Even if we abstain, hide, duck the question, or use other evasive tactics, our inaction in itself causes a reaction.

PIG PEN KNEW WHAT WAS HAPPENING

2011-02-15T13:36:00.000-08:00

by Wendy J. Miller

According to The New York Times, The Globe and Mail, and the scientific journal Atmospheric Chemistry and Physics, we are living in a cloud of dust and have a dust problem. I could have told them that!

Apparently, the amount of airborne dust doubled in the 20th century, and cleaning can have an unintended consequence - it actually breeds dust. I could have told them that, too!

Charlie Brown's buddy, Pig Pen, was the first to self actualize the cloud of dust he was living in. I didn't realize the impact dust had until I left my Mother's constantly clean home and found that my dark brown furniture became a soft gray colour over time.

So what is the problem, really? Cleaning is one of the three main sources of household dust. Cooking is second, and movement is the third. Every step disturbs tiny particles of dirt, fibre, soot, pollen, paint, food and dead skin. And as soon as you move anything (even a TV remote), you induce air currents that propel dust particles around the room.

Those of you who know me personally know that cleaning and cooking are not sources of dust in my home. Moving the TV remote, however, is a big contributor as I go through life emitting my personal cloud of dust.

But don't sweat the small stuff. It continues to grow until you have something large enough to weave into a melton jacket suitable for winter wear. There you go, something positive that can come from dust!

COMMIT

2011-02-14T08:09:00.000-08:00

by Wendy J. Miller

We've all experienced personal frustration - the person who always waits for you to call or initiate; the complainers who resist/shoot down any new approaches; the "seeing is believing" types who drain your time and energy with demands for information and then still don't commit. What more can you do when you've done all that you can? Right - the answer is "nothing" - absolutely nothing!

In a working context, the frustration is compounded. One industry contact of mine likened working in our current market to "always being on a job interview." What a great analogy! You've never "really" got the job - there's always someone waiting in the wings to jump in and do the work - not necessarily as well as you, but they might be offering a "start up discount" for service, or be new in town, or be a relative or friend of someone.

What fuels this lack of commitment? And why is there trepidation about change or moving forward? Typically, it's fear, but there are a number of factors impacting the wishy-washy, noncommittal state of our world:

Economic factors have caused us to doubt/question everything and every one

Over-analysis paralysis and fear, or lack of trust, that someone really has the knowledge and/or experience that they say they do

Unrealistic expectations and deadlines that can't be met (so we'll find someone that can, except can/do they really?)

Not a fit - accept that you are on a different page and walk away

Commitment implies respect, trust and partnership - elements that are also in short supply in a fickle, fast-paced world. Is the prognosis for commitment completely grim? No, there are still those who value the ease, efficiency and security offered by established relationships. They recognize the advantages and benefits of commitment:

You don't have to "start over" every time because there is established knowledge of your history, culture and goals

Your workplace is augmented by a team with other, or at least complementary skill sets, knowledge, experience and bench strength

You can dedicate more time to focus on your core, revenue-generating responsibilities

You might actually feel an alleviation of stress and worry, knowing your team has you covered

It's about commitment.

TASTE

2011-02-10T14:37:00.000-08:00

By Pam Hadder

In Bad Taste
Every so often we used to see a print ad, hear a radio spot, or see out-of-home material that made us ask, "Who approved this?" or "What were they thinking?" - we would laugh, gasp and/or shake our heads and move on.

Shameful & Tawdry
Unfortunately, the scales have tipped to the point where questionable advertising is rampant in our market. Are there too many

do-it-yourselfer folks on the loose? In the interest of saving $$$ are companies allowing supplier technicians and sales people to create and manage their marketing message? These are all factors, no doubt, but nothing really can explain or excuse the appalling lack of good taste and professional judgement.

Outward Bound or Out of Bounds?

Outdoor advertising (also called out-of-home) includes all venues for promoting your message in the outdoor environment: print and electronic billboards; bus wraps and signs; building banners, bus shelters and so on. Due to the 100% public visibility of the message, thought has to be given to the audience in the broadest sense - that is, men, women and children of all backgrounds and ages.

We are an increasingly mobile population, and this adds to the likelihood of more broad audience members interacting with out-of-home messaging. In our local market, this reality has been shockingly ignored. The red and black ad series featured above is part of a Manitoba Government campaign against domestic violence and has been in bus shelters around Winnipeg. Would you want to wait in this bus shelter every day while you took your kids to daycare?

The "Sexy Show" ad beside it was on full-size outdoor board around the city - you are only seeing a snippet of the full-size image of a young woman wedged between hairy male thighs.

How do you feel about the young female in the Sexy Show billboard - bear in mind that you are not seeing the whole image? She appears to be 18-20 years old and she's in her underwear - are you comfortable with your child looking at this, reading the message, or asking what that lady and man are doing, while you wait at a red light? One of these was positioned right by a Toys R Us location, by the way...

Responsible advertising and marketing professionals know where to draw the line. The bottom line - advertising should not be vulgar and potentially exploitative or offensive, and certain messages are not intended for broad appeal. If you want professional, effective results, steer clear of the amateurs.

http://www.cca-kids.ca/responsible_advertising/index.html

APPEAL

2011-02-10T08:21:00.000-08:00

By Wendy J. Miller

Your Top TEN
Quick - name your top ten personal strengths! If you are like most people, you will stumble after three or four items, all the while waging an internal tug-of-war between modesty and healthy self-esteem.

Human resources and staffing professionals advise that at all times we should be in touch with our strengths and abilities, but more commonly we get caught up in day to day activities and forget our unique personal offerings both in the workplace, and after office hours.

February is the month for expressions of love, so give yourself a little TLC this month and make your personal top ten a priority. As with creating your CV, don't forget to consider previous work roles and extra-curricular activities when compiling your top strengths. Employees are more mobile today, and businesses are more subject to reinvention than they were 10-15 years ago, building the case for looking beyond your current working context - you never know when you will have to draw on your total experience to extrapolate for the future.

UP the Ante
As with a personal top ten list, each member of your organization should have the ability to easily list off the top ten corporate attributes - not as a rote list, but naturally peppered throughout their internal and external communications. Some caution when establishing a corporate top ten list - avoid generalities and keep it real! Your corporate listing should be carefully thought out and meaningful to all stakeholders, versus "feel good" language that does not accurately describe or align with whom you are and what you do.

That said, everyone from entry level employees to the "grand fromage" should relate to the descriptors. Ultimately your corporate top ten will serve as a framework for your corporate image - what makes your company stand out and why it is the preferred choice.

The Popular Voice

2011-01-18T08:38:00.000-08:00

By Pam Hadder

We are riding the wave of technological change -- no doubt about it. Apple's release of the iPad tablet in 2010 had us all thinking of the impact on how we do business, communicate, and share information. Starry-eyed and hopeful, we considered the ease-of-use and portability and where it could work for us.

And of course, before even purchasing the device, we immediately anticipated the next iPad version -- hoping it has some phone functionality, Skype aside! It was hard not to get a little App-happy if not with the iPad, with the zippy little iPhone, closely tailed by all of the wannabe "smart phones" that flooded the market in its wake.

Social media, combined with smart technologies, has allowed individuals to have their say, interact with others and generate a buzz, with immediacy and in real time. Some of the repercussions have not been positive -- consider crimes recorded and shared; cyber stalking, cyber bullying, over-exposure, and just plain old TMI (too much information); not to mention the annoyances of text-a-lot types on the commute, on the street, at the gym and in business meetings.

As with wine and chocolate, in Facebook, Twitter etc., not everyone has the ability or good judgment to know what defines a reasonable amount -- real addictions have been speedily acknowledged and treatment plans developed for those latched a tad too tightly to social media and their smart devices. And locally, laws were quickly passed to stop drivers from texting and phoning while operating their vehicles.

In the 1960's, Pop Art icon, Andy Warhol, spoke about the future as a time when we all would be "world-famous for 15 minutes" -- but Warhol never envisioned the power and speed of current communication methods, and he never said anything about the quality of our brushes with greatness.

The funny thing is that there still is a contingent that talks about quality, the appetite for quality and such, but as with social media, do the majority of smart-equipped folks have the ability to distinguish the gold from the dross? Or are we just hooked on hearing our own voices, seeing our own faces, and getting our two cents worth in at any cost? Does anyone stop spinning the dial long enough to consider the cost versus the true value? Is sheer volume of interest true value, just because you can measure it? Having a giant pile of something doesn't make it precious or necessary -- or does it?

Return to the Village

2010-12-29T18:41:00.000-08:00

By Pam Hadder

Recently, Wendy j. asked me where I thought things would be headed in the next ten years. Wow! I instantly knew she wasn't talking just about SWJ - she meant humanity and business in the larger sense.

We have seen two years of increasingly tough economic conditions, with the result being a complete re-write of how we define our company and what we must do to be successful! So, I was quiet for several long minutes and, for those of you who know me, I am seldom short of words. After fast-forwarding through significant experiences from the past months, I responded, "I see a return to the village."

As with our team at SWJ, everything we achieve as people is a result of our combined energy and talents. None of us can perform at an acceptable standard of quality and continue to thrive and grow without the support of others or without an exchange of information and ideas.

Humankind is learning, through rather desperate means, that the same holds true for the well-being of our local communities, our national business and trade, and for international relations as well. We are inextricably inter-connected.

So why the return to the village? When my ancestors came to Canada from Europe in the 1880's, they settled on uncleared land in the middle of nowhere. They had to clear the land for agriculture, and they had to grow food on that land not only to make a living, but to feed themselves. They quickly struck up relationships with neighbours, exchanging goods and services, and over time a small community grew. Together, they all moved forward, improving all the while.

Today, we have become much more detached from our neighbours and even our own families. As a society, we live with the consequences: increased crime, widespread anxiety and aggression; increasingly longer hours of work, higher taxation, and higher financial debt. As we move outward from our immediate community relationships to government bodies, distancing trends have resulted in a lack of accountability, inadequate consultation, and patronizing behaviours.

In the villages of yesteryear, when a woman lost her spouse, families nearby would rally to help her feed her young and work her land. Those with goods to spare would share what they had to relieve her burden. Today elaborate social service arrangements attempt (and frequently fail) to fill human needs such as these - our daily papers bear grim testament to their inadequacy.

We need to reconnect as villagers. Self-sufficient family units who do not fear their neighbours, but value and celebrate the strength and value of their interdependence. In the modern village, the basic needs of each citizen are factored in first - food, shelter and their part in the group dynamic. How will the modern village look?

1) Community gardens; green and smart technologies
2) Shared transport and shelter
3) Community schooling and childcare
4) Shared, multi-purpose facilities for community and business
5) Bartering of goods and services
6) Working as needed, versus putting in designated numbers of hours daily
7) All basic needs located in one's local community, within walking distance
8) Community security, requiring each citizen's awareness and involvement
9) Increased green space; less vehicle traffic
10) Increased leisure and recreation time

Fresh Picks - December Edition

2010-12-10T08:43:00.001-08:00

We've been dashing through the snow to make sure our clients experience abundant good cheer in the holiday season and beyond! Here are some of the projects we've been working on as we prepare to say "so long!" to 2010!

City of Winnipeg Assessment and Taxation - 2012 assessment mail out and display materials, as well as media planning and buying services and print ad design.
Jason Topnik, REALTOR® - Award-winning realtors are not born, they are made over time and with proven results! Our team has been enjoying our work with top Manitoba REALTOR® Jason Topnik, including print ad design, thank you card and stationery design, presentation materials, client service support, social media and marketing consultation work. Watch for our great new web site to follow early in 2011!
Lakeside Global Grains - it's ready to roll! After much consultation and refinement, the Lakeside Global Grains web site enhancement with content management and user profile applications is live and working wonders for these progressive grain merchants. www.lakesideglobalgrains.ca
Manitoba Electrical Museum and Education Centre - SWJ has enjoyed working on the 6th Annual "All That Glows" exhibition of holiday lighting. Our services included the new look for 2010-2011, print ads, and new 1920s and 360 Portage Avenue display graphics! www.hydro.mb.ca/museum
Manitoba Hydro - the "Go Underground" program we branded is alive and well! Recent additions were display graphics and print advertising.
Mercedes-Benz Winnipeg - T'is the season, and why not do your shopping in a shiny new SLK, GLK or eco-friendly smartfortwo? We continue to support MBW with print advertising, web maintenance and consultation services. www.mbwinnipeg.ca
Schriemer's Home & Garden Showplace - SWJ developed concepts and secured the media for Schriemer's Customer Appreciation Day as well as for the "Everything Green" Christmas campaign. Still need a beautiful live Christmas tree, wreath or poinsettia? Visit Schriemer's Home & Garden Showplace, 1505 Molson, off Lagimodiere at Grassie.
TOPIGS Canada - Leading the way in swine genetics, recent work for TOPIGS has included new releases, the "Insider News" newsletter, and every swine producer's favourite - the annual Gestation Calendar! www.topigs.ca

T'is the Season

2010-12-10T08:29:00.002-08:00

The holiday season - and all it represents, regardless of your faith or type of celebration - is supposed to be filled with love and peace. However, the anxiety that comes with all the shopping and expectations related to the holidays, can be tremendous. Don't get overwhelmed this year! Stay away from the mall. Keep in from the cold. Don't visit the relatives. There now - doesn't that feel better?

The pressure that we put on ourselves and each other can detract from the joy of the season. Keep it simple if you can. Take pleasure in the little things. And enjoy the company of those you love.

We wish you and yours all the very best for the holidays, and for 2011, good health and sincere happiness.

- Wendy j.

Comfort and Joy

2010-12-10T08:29:00.000-08:00

By Pam Hadder

What do you give the person who has it all, who has had it all and/or who has just plain had enough? Individualism reigns, but topping most wish lists right now is the need for more time, closely linked with personal contact and sincerity. But how do you package that?

Recently, I overheard two women talking about their retail shopping forays. The first complained how over-attentive the staff were on her last visit to her favourite book store: "...they were swarming around every corner like locusts and the clerk asked everyone the same series of questions - did you find everything you needed today... blah, blah, blah! I was expecting someone to frisk me at the door!"

Following this, the second woman described how she had been at a trendy chain store and had been "invisible" to the staff working there: "There were ten of them milling around in their cute Santa hats, but they were all too busy talking to each other to notice me... the girl on cash kept me waiting several minutes while she chatted to a friend about her new car!"

This vignette illustrates the conundrum faced by companies who offer services - the solutions may seem simplistic at first glance, but in actuality they require highly individualized approaches to address complex cultural and regional preferences. And, there is the fine line that must be walked between over-attention and inattention!

No, you can't please them all, but you need to be attuned to generalities of experience. Want to monitor the pulse of your customers but aren't sure where to begin? We can help you put the comfort and joy back in both your customer's and your daily experiences.