Saul Colt

Barnes & Noble is making a comeback. Can Indigo do the same? The vibrators are still for sale online, but Indigo seems to be following Barnes & Noble, Inc.’s strategy. A year ago, I published a piece in Campaign Canada titled “Indigo’s Heather Reisman needs to pick a lane”. I pointed out that the positioning as a “cultural department store” and a “total lifestyle emporium” had diluted its focus on books and negatively impacted its performance. I added that Heather Reisman seemed to be taking a page from Barnes & Noble CEO @James Daunt’s playbook. “Daunt sets himself apart from his predecessors by describing himself as a bookseller instead of a retailer — a seemingly minor yet important distinction for the company’s “books first” approach.” (CNN) Reisman told publishing contacts that “each store should feel like an independent (bookstore) in its market,” according to The Globe and Mail. “That’s the organizing principle that we used to have some time ago… We want to reignite that notion.” Adding: “I can confirm that we are always at our core, books. The majority of what we sell is about books.” CNN now reports that Barnes & Noble’s strategy is working: “the adoption of the indie bookstore model has paid off. Foot traffic data for Barnes & Noble show that visits are up by 7% since 2019, according to location analytics company Placer.ai.” Indigo is now privately owned. We might not know how the renewed focus on books is paying off. But if B&N can pull this off, so should Indigo. https://lnkd.in/efWMUijb https://lnkd.in/e9MiQQhc https://lnkd.in/gMm2YaiY https://lnkd.in/e9Xg5Qki

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Even if you have never graced a stage, you CAN have a speaker reel and it CAN showcase all the 🔥 hot shows, summits and events you’ve been a part of to boost your credibility. My guest Cam Beaudoin of The Frequent Speaker shares HOW 🎙️ If you are #PodcastGuesting and want to get more bookings or booked on stage - ya gotta listen! I’ll put the info below for you to listen to the whole episode (or skim the notes)...👇 #PodcastInterviews #SpeakingOpportunities #ProfessionalSpeaking #PodcastGuesting #SpeakerReel

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Is blogging going to be big again? If you haven’t watched this video from Coco Mocoe yet (link in comments), it’s a good glimpse into a trend I’ll dub DTA or Direct to Audience. A remix of the DTC model from the 2010s we saw in eCommerce now being borrowed by the creator economy. A tilt toward an audience publishing model that was supposedly “dead.” (Rule 1 in social club: never say something is dead!) Which points us in a direction where creators leverage a platform but aren’t beholden to it. This has got to keep executives of these networks up at night. What would happen if the top 1% of creators went direct just like retailers and top artists have done the past few years? It would tip the scales in a new direction. One not beholden to a FYP. One where creators make things for their audience and not to soothe a system in order to be actually seen. One that’s easier to support creators financially. And if you tie this in with SMS content updates, you have an entire niche alternative subcultural version of what exists now.

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Deliver Exceptional Value to Your Clients Let Klosebuy Inc. bridge the gap to help you stand out as a Partner by offering your clients something they truly need - a platform that helps them increase sales, grow their customer base, and build loyalty every day. Partner with Klosebuy Inc. and provide real, measurable value to the small businesses you serve. 💯 And build a new stream of revenue by helping your clients. Partner with Klosebuy today: [email protected] Contact Klosebuy Today and make 2025 your year of impact and growth! #PartnerWithPurpose #ChannelPartners #BusinessGrowth #KlosebuyValue #SupportSmallBusiness #DigitalMarketing #GrowTogether #Martech #Partnerships #Strategy #StrongerTogether #Klosebuy #HelpingOthersPays #PartnerWithKlosebuy #GrowWithUs #StartStrong2025

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I'm not rattled by the economic pressure our industry is facing. I'm ready to face it head-on. As marketers, I know we're up for the challenge. The marketing and advertising industry faced similar adversity over the years, including during the early 2000s when we saw more experienced marketers, advertising executives, and creatives in the job market than ever before. As an ad agency executive myself, I was intrigued by how many out-of-work MarCom people found new ways to deliver their skills and talent outside of traditional on-site, in-office, department-led, hierarchic-structured organizations. I started to realize that by removing the costly overhead of traditional on-site staffing and retained agencies, it ultimately could be possible to create interesting and unique approaches to getting the work done. We embraced these cultural shifts at Freeman+Leonard by offering cost-effective and right-sized marketing solutions with on-demand talent that could be scaled up or down as needed. That gamble paid off as almost 20 years later, scalable teams comprised of contract, freelance, fractional, AND full-time support are in the best position to navigate this economy's choppy waters. Just like when I first founded Freeman+Leonard, I'm spending 2024 embracing and exploring new ways of working and building teams. Our industry will always adapt and thrive, no matter what constraints and challenges we face. I'm more sure of that than ever.  #cmo #futureofwork #adaptability

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Getting to know Generation Z is an important topic for everyone working in digital marketing, and I want to go into it today. Please read Canada Post's illuminating article on the subject if you have not already. (https://lnkd.in/ejEbSf5G ) Generation Z, the generation of consumers born between 1997 and 2012, is transforming the marketing environment. This generation has always had easy access to information, thanks to smartphones, social media, and the internet. Consequently, they place a higher premium on genuineness, promptness, and individualized experiences than any previous generation. The document from Canada Post highlights, among other things, that Gen Z values experience more than material goods. Brands that connect with consumers on a more profound level, deliver tangible benefits, and share their beliefs are what they seek. Our marketing techniques will have to change because of this. Creating a story and a community around our brands is more important than simply selling products. The choice of platform is another important factor. Members of Generation Z devote a great deal of their time to video-sharing websites like YouTube, Instagram, and TikTok. Since they learn best through visuals, short-form video is ideal for them. Your company is passing up a huge potential if it is not using these channels to its advantage with interesting video content. In addition, this generation has exceptional advertising acumen. Since they are so adept at detecting sales pitches, being genuine and upfront is really essential. Here, influencer marketing, when executed correctly, may be pretty effective. To reach Generation Z's desire for true connections, it can be helpful to team up with influencers who have a genuine affinity for your company. Lastly, members of Generation Z place a premium on doing the right thing for the environment and society. They give serious consideration to how their decisions will affect the world. Brands that stand by these principles have a better chance of winning their devotion. Now is the moment to strengthen your brand's social responsibility programs and ensure that they are being communicated properly. In order to ensure the continued success of our marketing campaigns in the future, it is crucial to comprehend and engage with Generation Z. They will be buying things in the future, and their tastes are already influencing businesses. So, let’s start creating content!

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The Digital Summit in MPLS was great last week! We met wonderful people and caught up with friends. We also got lot of questions about job market. Below are some insights from our experience and stats from a great Business Journal article (link at the end). Do these trends match what you all are seeing, too? 𝟎 - Location Flexibility Matters to Employees: 50% of workers would consider changing jobs if remote or hybrid work flexibility is reduced. 𝟎 - Generations Value Work Location Flexibility Differently: Gen Z (61%) and millennials (58%) value flexibility the most, compared to Gen X (46%) and baby boomers (31%). 𝟎 - Ghosting: Almost 50% of job seekers report being ghosted by employers during the hiring process. 𝟎 - Salary Trends: Companies are offering lower salary increases this year, with median pay raises dropping from 4.5% in 2023 to 4.1% in 2024. 𝟎 - Hiring Is Cooling: The hire rate is at its slowest in over a decade. 𝟎 - Most job cuts have been in the manufacturing and technology sectors, but cuts this year have been less than last year so far. 𝟎 - Most job additions have been in government and healthcare areas. --------------------- Jamie Duong with me in the photo & Connor Duffy with the fantastic photography. Business Journal Article: https://lnkd.in/gebnwcvK

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Is your WHY resonating with your consumers, or is it something that "just" makes you feel good? When our team works with underperforming brands, we often find the brands' challenges with their WHY, and how they got to that WHY. When it's not working, it's usually because it's a mosh pit of features and benefits that inspired the product creation but not really relevant to a wider consumer. OR, is a 35-paragraph snoozer of expected corporate-speak, written in an essay format, to appease 47 decision-makers and legal approval. WHY's are such critical components of brand development. And the Retail Voodoo brand development process takes a lot of subjectivity out of the equation. We created a toolkit for you to chiropractic your WHY. Free WHY toolkit here: >>> https://lnkd.in/gAJvBYsF #RetailVoodoo #DavidLemley #ToolKit #Why #BrandDevelopment #BrandStrategy

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Brands need to start investing more of their time and ad dollars into YouTube and LinkedIn To be clear, I am not plainly saying to “buy more media” on these platforms. I’m saying that the buying needs to be done more strategically. The days of simply selecting a demo, slapping on some interests, RTG, LAL, etc. and pushing out bland creative as pre-roll or in-feed display (probably originally made for another channel) are over. These platforms are commanding more and more your attention and while Instagram and TikTok dominate the mindshare of advertisers, YouTube and LinkedIn present the biggest opportunities for brands to generate outsized ROI in the next few years. Both B2B and B2C advertisers should take notice. Content alignment, creator/creative partnerships, precision and placement need to be at the center of the strategy. You don’t produce and distribute your linear television commercials without those considerations do you? Is your whole buy in scatter? Happy 4th. 🇺🇸 #youtube #linkedin #inscene #creatoreconomy

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Great Content Doesn’t Happen by Accident Imagine standing in the heart of a buzzing industry conference. Amidst the energy and connections, do you see what I see? A goldmine of marketing content waiting to be tapped. Rich Rodrigues recently shared the Freeman Company 2024 Exhibitors Report, which in a nutshell, covers what makes an excellent event and what exhibitors and attendees want from events.  And yet again, it highlights how folks are not utilizing the marketing power of live events. As a conference organizer, you know that in-person events aren't just gatherings; they're content creation machines, but I'm pretty sure you dread adding another thing to your plate. A seasoned content producer can be your guide to help you find the stories you want to tell. Are there key themes or messages that align with your brand’s goals? Consider which voices need to be heard. Identify the speakers, panelists, and attendees who can provide valuable insights and perspectives. Then the crew goes to work while you focus on your event. In the end, you produced a kick ass event while the crew captured a library of assets you can use all year. Three Essential Tips for Maximizing Event Content 1. Lock and Load Your Strategy Before the event, outline a content strategy that includes key themes, messages, and must-capture moments. Identify important speakers, sessions, and behind-the-scenes interactions. Set up dedicated areas for interviews and spontaneous content creation to ensure you capture high-quality, engaging material. 2. Nail Every Detail with a Professional Crew Invest in professional videography and photography to capture the essence of your event. High-quality visuals and sound will make a significant difference in how your content is perceived and shared. Use multiple cameras to cover different angles, and ensure that lighting and audio setups are optimal for every setting. 3. Give Your Event an Encore with a Post Event Plan After the event, repurpose the captured content into various formats such as blog posts, social media updates, email campaigns, and video highlights. Distribute this content strategically over the year to keep the event’s momentum going. Highlight key moments, insights from speakers, and testimonials to maintain engagement and reinforce your brand’s message. Remember, the goal is to create a cohesive narrative that extends beyond the event itself. By having a clear strategy, you can ensure that the content you capture is not only high-quality but also aligns with your overall marketing goals. This approach allows you to repurpose and distribute the content across various channels, keeping the event’s momentum alive throughout the year.

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It’s SUBRIME TIME! Repos are up 23% versus last year and BK’s up 16% over last year. With over 25 years of experience as a subprime finance manager, I've witnessed these cycles firsthand. I foresee this trend continuing as more consumers struggle with the high cost of living, borrowing, and negative equity in their vehicles. The silver lining? By catering to subprime customers and offering them reliable transportation during financial hardships, you can establish a loyal customer base. Provide a top-notch buying experience with empathy, and you'll secure customers for life. These customers also serve as excellent referral sources, so don't forget to ask for referrals both at the time of sale and post-sale. Too learn more about the best way to get more referrals from your subprime customers and others, visit my website. #SubprimeFinance #CustomerExperience #Referrals #FinanceManager

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You could be building your brand for free! Here’s some ideas on how to get started. 📲📈 Are you utilizing social media to its fullest potential?

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Excited to share a fresh perspective on brand strategy with my latest blog post: "Defiant by Design: Crafting a Brand When Going Against the Grain" 🍷✨ In an era where differentiation is key, Borgogno's "No Name" wine stands out—not through loud branding, but through its striking absence. This story isn't just about wine; it's a lesson in branding brilliance. Faced with a bureaucratic snag that threatened to downgrade their vintage, Borgogno responded not with compliance but with creativity, launching "No Name" as a protest. The result? A brand that resonated deeply with consumers, blending tradition with rebellion. This post delves into three critical takeaways for brands looking to make a mark: 1. The power of authentic rebellion 2. Understanding and aligning with your audience's values 3. Combining heritage with a modern twist Why does this matter? Because today’s market rewards those who dare to be different. Borgogno’s approach teaches us that embracing our unique story, even facing challenges, can turn potential setbacks into powerful narratives. Ready to be inspired? Dive into the full story and discover how your brand can stand out by sometimes choosing not to fit in. [Link in the first comment] #BrandStrategy #Marketing #Innovation #Storytelling

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Did you know that 68% of global consumers would leave a brand for more personal experiences elsewhere? 👀 💡 Pro tip: This BFCM, use interactive content like surveys and quizzes via SMS to gather zero-party data. This can help you deliver even more personalized campaigns that resonate with each subscriber. We’ve teamed up with our friends at NOVOS | Organic Growth for eCommerce Brands to share more tips to level up your SMS strategy before BFCM. Check it out below ⬇️

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When Adobe calls your creative agency, YOU ANSWER!   A few years ago Adobe approached us here in Canada because they were profiling creative agencies from around the world.    We got handed a bag of cash and a month to share how a real agency uses its products each and every day.     Our number one challenge? When you can do anything, what is the right thing to do?   Have you ever felt overwhelmed by unlimited options? How do you make decisions with confidence? #CreativeAgency #AdobeCreative #DecisionMaking

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