Canadian Retailer - Holiday 2014 - 38

social marketing

lesson #9:
ensure consistency
with overall messages. integrate social
with broader marketing efforts and core
branding. "When
it works, it's about
your company's values," says Canadian
tire's o'Brien. "this
wasn't an advertising
campaign. it's really
a commitment from
Canadian tire to get
Canadians active."

lesson #10:
Be bold and strike a chord.
you can never predict how a
social media campaign might
catch on. and you can't order
a marketing team to "make me
a viral video" (though some
have tried). What you can do is
think hard about what resonates with your audience. the
best social media campaigns?
"they take a risk," o'brien
says. social media isn't like a
tv spot where the transaction
has been defined for decades:
you're entertained and we're
going to try to sell you something. With social, you're even
more directly into the consumer's personal space. "and when
you're in my space, i respond
more positively when you
strike a chord," says o'brien.

FASHION MERCHANDISING

the rink, to the woman who shook a cowbell to
cheer on Toews in the local rink.
The website was more than a tribute to one
athlete's journey. It was a way to connect Canadians around the love of play. So there were
shareable thank you cards. Anyone could send
a note of appreciation to someone-from coach
to carpooler-who helped them to be active.
The site also linked to Canadian Tire partners Jumpstart and Active at School, two organizations that promote play. Another part of
the site showcased The Play exchange, where
Canadians were asked to share their ideas for
a healthier country. Canadian Tire is a supporter of this federal government initiative;
the winners (to receive government funding)
will be announced in January.
Some TV and social elements of the campaign were literally synchronized. On certain
days when the We All Play for Canada spot
ran on TV, anyone with Facebook open saw an
ad within minutes on their page. It asked Facebook users if they wanted to download the
song used in the commercial. "We had a huge
uplift," says O'Brien.

a two-year, co-op diploma program

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fanshawec.ca/careerservices
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canadian retailer | holiday 2014

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Canadian Retailer - Holiday 2014

Table of Contents for the Digital Edition of Canadian Retailer - Holiday 2014

Member Insights
Retail Currents
Retail: At Issue
Delighting the Empowered and Enabled Consumer
Technology Tips for Small Business
Retail Council of Canada and Google Help to Spark Retail
Social Workers
Chasing the “E-tail” to Keep Pace With the 24/7 Shopper
Know Your Clients and Drive Your Sales
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Holiday 2014 - cover1
Canadian Retailer - Holiday 2014 - cover2
Canadian Retailer - Holiday 2014 - 3
Canadian Retailer - Holiday 2014 - Member Insights
Canadian Retailer - Holiday 2014 - 5
Canadian Retailer - Holiday 2014 - Retail Currents
Canadian Retailer - Holiday 2014 - 7
Canadian Retailer - Holiday 2014 - 8
Canadian Retailer - Holiday 2014 - 9
Canadian Retailer - Holiday 2014 - Retail: At Issue
Canadian Retailer - Holiday 2014 - 11
Canadian Retailer - Holiday 2014 - 12
Canadian Retailer - Holiday 2014 - Delighting the Empowered and Enabled Consumer
Canadian Retailer - Holiday 2014 - 14
Canadian Retailer - Holiday 2014 - 15
Canadian Retailer - Holiday 2014 - 16
Canadian Retailer - Holiday 2014 - 17
Canadian Retailer - Holiday 2014 - 18
Canadian Retailer - Holiday 2014 - 19
Canadian Retailer - Holiday 2014 - 20
Canadian Retailer - Holiday 2014 - 21
Canadian Retailer - Holiday 2014 - 22
Canadian Retailer - Holiday 2014 - 23
Canadian Retailer - Holiday 2014 - 24
Canadian Retailer - Holiday 2014 - Technology Tips for Small Business
Canadian Retailer - Holiday 2014 - 26
Canadian Retailer - Holiday 2014 - 27
Canadian Retailer - Holiday 2014 - 28
Canadian Retailer - Holiday 2014 - 29
Canadian Retailer - Holiday 2014 - Retail Council of Canada and Google Help to Spark Retail
Canadian Retailer - Holiday 2014 - 31
Canadian Retailer - Holiday 2014 - 32
Canadian Retailer - Holiday 2014 - 33
Canadian Retailer - Holiday 2014 - Social Workers
Canadian Retailer - Holiday 2014 - 35
Canadian Retailer - Holiday 2014 - 36
Canadian Retailer - Holiday 2014 - 37
Canadian Retailer - Holiday 2014 - 38
Canadian Retailer - Holiday 2014 - 39
Canadian Retailer - Holiday 2014 - Chasing the “E-tail” to Keep Pace With the 24/7 Shopper
Canadian Retailer - Holiday 2014 - 41
Canadian Retailer - Holiday 2014 - 42
Canadian Retailer - Holiday 2014 - 43
Canadian Retailer - Holiday 2014 - 44
Canadian Retailer - Holiday 2014 - 45
Canadian Retailer - Holiday 2014 - 46
Canadian Retailer - Holiday 2014 - 47
Canadian Retailer - Holiday 2014 - Know Your Clients and Drive Your Sales
Canadian Retailer - Holiday 2014 - Advertiser's Index
Canadian Retailer - Holiday 2014 - Retail Quick Tips
Canadian Retailer - Holiday 2014 - cover3
Canadian Retailer - Holiday 2014 - cover4
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