Another Sold Out Success for Bon Appetit!

The lovers of food and drink united this past Tuesday, as a crowd of thousands packed into the Aberdeen Pavillion for Bon Appetit Ottawa 2010. With tickets sold out weeks before the event, the highly anticipated "best cocktail party of the year" delivered on its reputation, yet again.

Over 90 restaurants, wineries and breweries were in fine form on Tuesday, having spent hours, days, and even weeks preparing their finest gourmet samples to present to the public. And present they did! Vendors were seen impressing guests with more than just their gastro delights - points for presentation were awarded (by me) to those who went that extra mile, including Lago's gigantic ice cubes dispensing Mojitos, the wondrous towers of mini gourmet cupcakes care of Isobel's, and the dozens of vendors who took special care to don their own cultural touches to each booth.

And of course - there were certainly points awarded in the food category. Petit Bill's Bistro introduced me to the dangerously delicious concept of lobster poutine (where have you been all my life!), while Epicuria stole my heart with their succulent samples of pulled pork on bite-sized potato latke crisps. And those are just two examples of dozens upon dozens of knee-weakening samples, offered by spots like Fresco Bistro, The Works, Culinary Conspiracy, and Scone Witch - to name but a fraction.

On the beverage side of things, guests were surrounded by some of the finest wineries and breweries in the Region. Palettes were wet by samples from Beau's Brewery, Trumpour's Mill, Yellow Tail, Mill Street Organic - which again are but a fraction of what was available.

As an event sponsor and employer of one of Bon Appetit's board directors, Carolyn Eaves, BSL understands fairly intimately the scope of work required to pull off such a high caliber event. But to witness everything come together so perfectly - from the hardworking volunteers, to the efficient setup and waste disposal, to the enthusiastic turnout of so many vendors and guests - it was a real heart warmer to know that such a hugely successful event was all in support of those in need (with all proceeds given to over 20 local charities in the Ottawa Region).

And one final note - I couldn't help but notice that my more seasoned peers were armed with strategic plans of attack, to maximize their sampling opportunities (highlighted maps of the Pavillion, predetermined priorities for their favourite foods, etc.). Now that I am officially in the know, I have to ask: is it too early to start planning my own strategy for 2011?

Thanks to everyone who made it a night to remember!

Bon Appetit Ottawa 2010

Over 20 charities, 90 top restaurants, and 2000 friendly faces. Combine these ingredients, in one stunner of a Pavillion, and presto! You’ve got the best cocktail party of the year.

There are many reasons to attend Bon Appetit Ottawa. With all proceeds being donated to local charities that provide hunger and poverty relief in Ottawa, supporting those in need is certainly enough of a draw. But it isn’t the only attraction.

Every year Bon Appetit Ottawa welcomes scores of some of the finest restaurants, caterers, wineries and breweries province-wide, to set up shop and show off their tastes to a crowd of thousands. For many guests, rubbing shoulders with friends while sampling from top chefs serves as much more than just a silver lining. This night offers a feast for the senses, and a chance to get acquainted with the gourmet food industry.

And for those craving a little something to take home, Bon Appetit Ottawa gives its guests the chance to bid in between bites, with a silent auction sponsored by the Kiwanis Club of Ottawa.

Despite the varying palette of priorities among those who attend Bon Appetit Ottawa, all guests can agree on one thing – how much they love it. BSL has proudly sponsored the non-profit event since 2006, and continues to see the incredible effect it has on everyone involved. From the beneficiaries and sponsors, vendors and volunteers, to of course, the guests – Bon Appetit Ottawa leaves us all feeling full – in both heart and stomach alike.

Last year’s event was a sell-out success. And as for this year - May 4th is so close, you can almost taste it. So are you getting hungry? Then get your tickets today!

www.bonappetitottawa.ca

Mad Men Revives Vintage Ad Campaigns

The award-winning drama series Mad Men, now in its third season on AMC, follows the lives of advertising executives in the 1960’s. It is safe to say that no other television program glorifies the excitement and challenges of the advertising world quite like it.

Although the characters and storylines of Mad Men are fabricated, the campaigns pitched throughout the series are not. Creators of the show have brought authenticity to Sterling Cooper ad agency by resurrecting actual campaigns from that era - forming parallels between the real world and 'Mad' world.

Popular examples of these vintage marketing campaigns include Kodak’s Carousel slide projector, which Don Draper (played by John Hamm) pitches as a wheel of memories, and the famous print ad for the Volkswagen Beatle with a caption reading “Lemon”.

Not only is it refreshing to see art imitating life, but it is just as awe-inspiring to see how far the ad world has come since the days of typewriters and hand-drawn storyboards.

Neuromarketing: How the Brain Makes Decisions

For centuries, marketers have employed scientific techniques in an attempt to determine precisely what it is consumers desire. However, in more recent years, industry experts have been forgoing tedious qualitative research methods and are delving into the human brain – literally.

Neoromarketing is an emerging field whereby scientists use brain imaging, skin-moisture levels, heart rate, depth/pace of breathing, and posture to determine the human brain’s instantaneous reaction to stimuli.

Using these tests, neuroscientists have determined the exact cluster of the brain responsible for decision-making, the reptilian brain. Buried deep within the prefrontal cortex, the reptilian brain is believed to be one of the most primitive cranial structures. Though the reptilian complex seems basic, its role in logical reasoning is far from it.

According to author of “How We Decide”, John Lehrer, the neocortex surrounding the reptilian brain can only process approximately seven pieces of information at one time. Therefore, when someone is faced with a multitude of options, like which ice cream to buy, their neocortexes may become overwhelmed. This internal tug-of-war is exactly the dilemma marketers and advertisers are attempting to avoid by presenting their product as the easy choice.

Experts also emphasize the role that emotions and feelings play in a consumer’s decision-making process. For instance, when someone feels comforted by an ad for hot chocolate, the brain releases the “happy” neurotransmitter, dopamine. The release of this chemical is a predictor of a consumer’s compliance to buy.

As Carl Marci, founder of Innerscope Research Inc., elaborates, “Typically, consumers show simultaneous blips in most of their biological metrics when they decide to buy something. These indicate the emotional reward they feel for making a choice and may help drive future purchases”.

Campbell’s Soup Co. is the latest brand to take advantage of neuromarketing research. By exploiting the aforementioned techniques, scientists uncovered that emotions experienced by consumers at home were inconsistent with the feelings experienced by them in the soup aisle of the grocery store. The data sparked an entirely new design effort and marketing strategy.

This revolutionary research demonstrates the invasive measures marketers/advertisers are having to go to in the hopes of breaking through the clutter, while also demonstrating the effect such clutter has on the human brain.

http://online.wsj.com/article/SB10001424052748704804204575069562743700340.html?mod=WSJ_hpp_sections_business

Green Touch: Shrinking the Internet's Footprint (by a lot)

As the threat of climate change continues to loom, and our energy consumption increasingly examined, the world is starting to pull up their socks.

Individuals around the world are building a collective conscience to live more efficiently. We idle less, recycle more, buy better light bulbs, and produce less waste. And as important as these personal changes are, we are also seeing entire industries make larger-scale changes that are having unprecedented effects on how the world consumes energy.

Companies in the Information and Communications Technology (ICT) industry are launching numerous initiatives to achieve more sustainable development. ICT usage is expected to expand rapidly over the coming decade, especially in developing countries. If nothing is done, the ICT contribution to global greenhouse gas emissions is projected to nearly double by 2020.

Enter the Green Touch Initiative.

"Green Touch is a consortium of leading ICT academic and non-governmental research experts dedicated to fundamentally transforming communications and data networks, including the Internet, and significantly reducing the carbon footprint of ICT devices, platforms, and networks."

Launched by Alcatel Lucent Bell Labs, the Consortium is working to address the current and considerable inefficiencies of the ICT sector, examine insights drawn from fundamental theories of communication, and subsequently develop the technology needed for a new generation of high capacity, super low-energy networks.

But Green Touch isn't just looking to change a little. They've got a vision to change a LOT. By 2015, the Consortium has a goal to reduce energy consumption within the ICT sector by a factor of 1000. In other words, Green Touch tells us this: In five years, it will be possible for the global ICT industry to operate for three years, using the amount of energy we currently use to power it for one day.

For this vision to become a reality, leading experts from around the world are collaborating within Green Touch to deliver innovative new ideas, products, and solutions to the market, contributing to the inevitable reinvention of today's communication networks.

To learn more about the ICT carbon footprint, and how Green Touch is working right now to make a change, visit their website (designed and developed by BSL).

Dwayne Brown strikes again!

Dwayne Brown is a wicked photographer.

Not only is he one of the nicer guys you'll meet, but he's also packing some serious talent behind the lens. Having first officially met Dwayne when I was a student at Algonquin College, I can tell you that the kids definitely think he's alright (Dwayne has also shot for the University of Ottawa, Ashbury College, Elmwood School and Carleton University). And the tourism industry sure has benefited from Dwayne's talent (his photography has helped promote Ottawa, Ontario and Calgary Tourism, as well as a few resorts and hotels peppered here and there). Apparently seeing a city through Dwayne's eyes can have a pretty enticing effect.

BSL has had the good fortune of working with Dwayne on several occasions, for clients like the National Arts Centre and Alcatel Lucent (I've even been a subject!). But just this past week, Dwayne and BSL teamed up for our client, the Youth Services Bureau of Ottawa. The YSB is a non-profit organization responsible for working with young people who face various challenges, and is focused on helping them make healthier lifestyle choices towards a brighter future. This week it was Dwayne's job to capture some portraits of these youth for an upcoming campaign. The end result turned out to be a batch of really great photos, from what Dwayne says was a really great experience. See for yourself!

Dwayne Brown is a name that pops up everywhere. And this is no joke. I recently discovered (via Facebook!) that Dwayne even captured the magic at my sister's wedding, years ago! I would chalk this up to a small world circumstance - but I suspect it just comes down to how good he really is. Everyone wants to see the world through Dwayne's eyes.

dwaynebrown.com

Let the Games Begin!

How do you feel about the Olympics? Much of the world loves them, many are bored to tears by them, and an equal many seem to hate them, for whatever reason. Personally I was in the middle category for a long time, until I discovered that every Olympics, whether Winter or Summer, do feature an event that excites me – Marketing!

As the 2010 Games approach, it seems like marketers everywhere are getting involved (even BSL teamed up with the RC Mint last year to develop their Olympic Collector Box Sets). For months (sometimes years) leading up to an Olympic Games, marketers worldwide try to get a piece of the Olympic pie. Some do it properly, like the 35 official suppliers of the Games, ranging from Coca-Cola – the official soft drink of the Olympic Games (shocking!) – all the way down to T36 Alda Pharmaceuticals – the official hand sanitizer of the Olympic Games.

But it is most entertaining when marketers go about it the wrong way. Known as ambush marketing, tons of marketers take the risk of associating their brand with the Games, despite their glaring lack of presence on the official sponsor list. Aware of this tactic, organizers of the Games are equipped with an army of legal heads whose very jobs are to catch and combat these attempts. This forces marketers to get pretty clever in their ambush.

Lululemon Athletica is not an official sponsor of the 2010 Winter Games. But recently they decided to test the limits of this technicality. In December the company introduced a winter clothing line of toques, hooded sweatshirts, and t-shirts promoted as the line for the “Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition”. The products are offered in the national colours of the US, Canada, Sweden and Germany.

This attempt was met with angry faces from Games organizers, but (uncharacteristically) they chose not to sue. Perhaps they figured the effort was so overtly foolish that there was no need for further punishment. But my very favourite part of the story is when Vancouver Olympic Organizing Committee Management Director (how’s that for a title) Bill Cooper was disappointed that Lululemon “has broken the spirit of Olympic trademark regulations”. The Olympics have so much spirit! Even their trademark regulations have it!

But of course, Lululemon is not the only brand in question. Roots (once an official sponsor for the Games) has released a Canada Collection clothing line that has Games officials raising an eyebrow. But it seems that they have an airtight alibi – in that their brand has been Canada-centric for years.

“It’s to capitalize on celebrating the country, which is in vogue now,” Michael Budman, Roots co-founder.

Trademark infringement of the Olympic Games is such a complex game of intellectual property that official organizers have even released an “Olympic Trademark Infringement Calculator” on their website, to clarify some of the more tricky guidelines. The Calculator scores various marketing scenarios on a point scale that determines the marketer’s likelihood to infringe.

Don’t you see? Ambush Marketing is a game full of winners and losers, triumphs and losses, success stories, and now there is even a scoring component. It is officially the best event by FAR, of the Olympic Games.

Well, that and maybe the luge.

Happy New Year!

It is official. First Monday of 2010. Feelings are mixed around the office, as you can imagine. Some of us (me) are feeling relieved that the parade of yuletide excess is over. But rest assured that many others are feeling they could have used just one more sleep-in, or just one more day of shopping, or just one more tray of those chocolates with booze in them.

Regardless of the wide spectrum of Monday enthusiasm here at BSL, one thing is for sure: 2009 rocked. Last year at this time, our gloomy economy had us preparing for quiet times ahead. But any of us can tell you – these quiet times never came. As the seasons passed, we found ourselves knee-deep in tradeshow booth designs, new websites, promotional videos, multimedia presentations, social media, wikis, and so much more. In addition to the ongoing stream of new projects, we also had the good fortune of welcoming a list of new clients as well.

This December, amidst the chaos of year’s end, the team at BSL managed to balance out all of our hard work with a little playtime. We gussied up and really wound down at this year’s Christmas party, hosted by Foundation in the Market. Shortly after we welcomed our friends from the National Arts Centre to BSL, to join us as we reflected on the year’s successes and gorged on some delectable holiday fare. And as one final reward, our generous clients at Iridium Communications treated all of us to lunch at Lago restaurant on Dow’s Lake. Indulgence was the theme of the month, without a doubt. And we earned it.

So here’s to a great year, a great holiday, and a great feeling about what’s to come in 2010.

Blogger Relations

Has your brand been invited into the Blogosphere yet? Or do you have to ask what the Blogosphere is? If you fall into the latter camp, then its time to learn the importance of Blogger Relations and how it relates to your brand.

Blogger Relations is becoming a standard strategy used by marketers to establish relationships with popular bloggers, who will in turn relay the brand story to their audience. If a marketer is able to successfully make a connection with said blogger, then the results can prove incredibly valuable.

Bloggers are not hired journalists. They volunteer to express their opinion, and earn respect and credibility over time as they build an audience who values their perspective. This creates an entire online ecosystem of opinions being shared and appreciated by readers who want to hear what their favourite blogger has to say – versus absorbing a message that’s been pushed onto them through a more traditional media channel.

A company that successfully taps into this world, and persuades a specific blogger to jump aboard their brand’s bandwagon, is no accident. Marketers and bloggers worldwide are weighing in on the best practices of such a tactic.

Be Relevant

Many marketers will attempt to make a connection with a blogger, having barely read any of their posts. Some marketers will try and make contact based on the title of a blog alone. Make no mistake, bloggers are being approached by marketers every day, and if they get one whiff that you haven’t done your research on what they write about, your effort is pointless.

“Stop thinking about PR in terms of pitches and audience. The pitch is dead. The audience is dead. It’s all about trust and respect.”

Be Part of the Community

The world of social media has paved the way for an infinite number of online communities to surface, where people with similar interests join in conversation and share stories, opinions, interests, etc. A truly new-age marketer will appreciate these communities and become part of them to better understand their audience, and in turn deliver a better message. But take off the marketer hat. Show an honest investment in what’s being said, without any hidden agendas.

“You’ll find that more often than not you’ll change your story based on the insight garnered from simply observing. It’s the difference between speaking in messages and speaking with relevance and, most importantly, honesty.”

One tactic for getting a blogger’s attention is to comment on their posts. And to do so every couple of weeks. Show interest in what they’re saying, and do NOT make the comment about your product. Bloggers are known to check out who their repeat commenters are, so showing genuine interest in their posts could be your first stepping stone to building that coveted relationship.

“Comment before reaching out with meaningful content—participation is marketing.”

Be Strategic

Although honesty is paramount in an effective Blogger Relations strategy, it doesn’t hurt to go for the gold – also known as The Magic Middle.

“The Magic Middle is defined as the bloggers who have from 20 to 1,000 other people linking to them. It is this group that enables PR people to reach The Long Tail, and its effects on the bottom line are measurable.”

The ultimate goal is to establish relationships with those key voices in the Magic Middle, as they directly host valuable insight and discussion among your audience, in an authentic and thriving peer-to-peer environment.

To learn more on Blogger Relations, try these:

toprankblog.com

mediabullseye.com

Denise Takes the Cake

This past Thursday BSL reached the end of an era. We bid farewell to our beloved Production artist, Denise Irvine, as she prepares for her next chapter in Kingston. Having worked at BSL for 16 years, Denise was more than just an employee, but an undoubted influence on the entire culture of the agency.

Always smiling, and always wearing at least one piece of vibrant attire, Denise was known to brighten up any room upon arrival. She was also known to keep that famous smile gleaming during even the most panicked projects brought her way (as a stand-in Traffic Manager, I know she sure made my job easier).

But beyond the sparkly attitude, and staunchly diligent work ethic, Denise was the Birthday Hero! In a staff of just over thirty, Denise took on the incredible task of baking each and every staff member a cake on their birthday. As nothing more than a colossal gesture out of the kindness of her heart, Denise truly brought the BSL family closer together, by making each of us feel acknowledged and appreciated on our birthdays, and of course - giving everyone else the excuse to eat a generous piece of layered chocolate cake at 10 in the morning.

There is much to miss about Denise, and I speak for everyone when I say she better show her face whenever she's in the area... possibly with a carrot cake for old time's sake?

Here are some highlights from her bittersweet send-off: