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Talk for good, talk bad ... Francois

but talk! I am always amazed at the number of people or communicators, who espouse this position. I guess it is related to the difficulty for a brand to get some attention in a world saturated with commercial incentives.

There is not that the point

Whether an advertising campaign, a press event or initiative on viral the web, it is clear that the recall is one of the most important variables in communication because if people can not remember an event, it is unlikely to be effective. This suggests that the popular saying, however, is that all means are good for attention, even sacrificing the appreciation or understanding. Pushing the reasoning extreme, it also notes that it holds up.

effect rather than efficacy

In seeking the recall at all costs, it indirectly encourages effect at the expense of efficiency. For an act to become profitable for a brand, but it must cause multiple effects, both on the reputation, brand image or perception of value.

On the other hand, although some less popular initiatives are working, we see that the commercials to successfully obtain such approval rating well above the other s.

Long term

Proponents of the simplistic philosophy of "Talk" often fail to consider long-term impacts and indelible marking of a pseudo-fleeting glory. In addition, poor initial impression may be long and costly to reverse (especially in the digital o ù memory is rather long ...).

Of exceptions

If a trademark agrees to segment the market and to address only one of these subgroups, then it can capitalize on the polarization of opinions to succeed. I think of the products to teenagers (Couche-Tard for example) that can be searched just because they dislike adults.

The other exception is the unknown products that could never get the visibility they had not created the controversy. I may be idealistic, but I find it hard to accept that with the new range of tools (including social networks) available to us, it is impossible for a brand to demonstrate the creativity needed to break of anonymity.
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Descarie in hot water

Barely a month after leaving Ipsos and strategies based substance, Francis adds some Descarie and becomes active shareholder and officer Boiling, a Quebec firm specializing in compliance, the creation and animation of communities through social networks.

"I am pleased to join Frederick, Anne Sophie (all partners) who were pioneers in launching Boiling in Quebec. Positioning Boiling is unique in the market in part by the neutrality and impartiality of the services and the quality and depth of strategic information drawn from the ecosystem web clients. The phenomenon of social networks is fascinating and I am ambitious to make a strategic contribution and marketing for brands and organizations here, "said Francis Descarie.

Frederic Allard adds: "We are very pleased to welcome Francis to boiling, so as to accelerate our development to enhance our service offering. We aspire to become the reference in the Quebec area and the arrival of Francis follows this approach. "

For more information:

Fred Allard, Associate

514 (730-8538)

ebullition.ca

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Now that the cat is out of the bag, what do we do?

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Hydro-Quebec, in spite of herself, started a new trend in governance by spreading its investments in donations and sponsorships. My experience suggests to me that this is a matter of time before other societies summers Government Agencies are subject to the same requirements.

That said, what can we or should we do now that this good intention does not turn into a boomerang the faces of all the professionals of the sponsorship in Quebec? In a word: Educate. Both taxpayers, politicians and journalists.

1 - Distinguish donations and sponsorships

This episode of voluntary disclosure is for me to put the ax in the traditional way of consider these two disciplines that have less in common than it seems. Unlike donations, sponsorship follows a logical business and focuses communication objectives. In the case of Hydro-Quebec position of pseudo-monopoly lets forget that it must negotiate and compete with natural gas and oil. In this regard, it should not be surprising but welcome the involvement (even minimal) Hydro-Quebec in some sponsorship in Vermont.

2 - Distinguish between advertising and sponsorship

Few journalists' questions on advertising spending of state companies . They realize that this activity is part of business strategies organizations and is essential for the proper functioning and even survival of enterprises. We must now explain (and tenors industry sponsorship will be involved) that this discipline is to foster reconciliation and build relationships between brands (which are Crown corporations) and consumers.

3 - Puts the amounts

The Hydro is investing $ 20 million in donations and sponsorship appears to be a huge amount for the workers that will only become a fraction of that amount during his life. However, investment in sponsorship is only 1% of net profit organization (you read correctly, this is not 1% of turnover). On the other side of the coin, the $ 25,000 investment in a sponsorship Hydro data can mean the difference between survival and closure to the event sponsor.


4 - Remember that state companies are also commercial entities
Certainly, they have positions advantageous market. That said, this is rarely pure monopolies because there are always possibilities of substitution of their services, be it natural gas for Hydro-Quebec, the online poker for Loto-Québec or beer for the SAQ. Their privileged position gives them a role as well as trade social responsibilities and cultural as well as all the major companies here.


5 - Selling the merits of sponsorship to the general public
This last item is probably the most important (and easier to understand sir-all-the-world). The myriad of free activities made possible through the sponsorship helps to entertain Quebec, improve social cohesion, to perpetuate and develop our culture, Québec advantageously positioned to face international tourists; brief to increase pride among residents.

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When the best is the enemy of the good ...

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Hydro-Quebec recently yielded to the demands (not to say the assaults) repeated journalists to finally reveal the amounts it pays annually in donations and sponsorships. While this strategy may seem appropriate for the philanthropic sector, this beautiful transparency might also create perverse effects and serious harm to the Quebec industry sponsorship. Here's how and why:

1 - The race to the bottom

Since Hydro-Quebec (just like the SAQ and Loto-Quebec) is often perceived as the department sponsorship of the Government of Quebec politicians and pressure groups of all stripes and all regions of Quebec s seek to demonstrate that their region is poorly served by contributions from the Crown corporation.

Thus, investments in Sponsorship will not be guided by strategic or commercial reasons, but rather by political considerations. We discriminate positively towards events

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s, and even if they do not attract the critical mass that would have been required to appear on the radar of media advisers. There will nonsense to promoting the suburbs (because there are few events in proportion to their populations), even though these suburbanites are more than happy to attend major events on the island of Montreal (Jazz, Just For Laughs, Grand Prix, Francofolies, etc.)..

The major consequence is that you attend a race to the bottom as some worthy events will be ignored in order to "encourage "cultural or sporting events in the region.

The impact apparently This race is benign, however real and could even affect tourism to Quebec. Whether we like it or not, tourists are interested in major events and the pride of Quebec in respect of festivals will be severely tested.

2 - A loss of power in negotiations with Hydro-Quebec

Since all event organizers know the Quebec Hydro investment partnership, they will be very quick to establish equivalence gates and request as much money as the event which will have achieved the best agreement with Hydro-Quebec.

3 - An incentive for Hydro-Quebec no longer operate its sponsorship.

In partnership, there are generally two types of investments: the first concerns the so-called right of association. This is the amount that a sponsor pays for power in particular receive visibility at the event. However, it is generally acknowledged that partner pulls greater benefits from its association when it can "exploit" their sponsorship through its own advertising, contests or activities on the venue. This is the second type of investment. Since the operation of the sponsorship represents additional amounts to the rights of association, it is more than possible that Hydro-Quebec is limited to sponsorship "dry "in order not to show statistics even worse (in the eyes of journalists, it goes without saying).

4 - The perpetuation perception of poor governance government.

It is so easy for journalists and the media to position corporations like big spenders. For most Quebecers, it is inconceivable to spend millions of dollars annually in sponsorship (while billions are spent on advertising). Non-participants in the events (which incidentally, are always more numerous than the participants) will never be satisfied with the investment of Hydro-Quebec.

5 - A drop in income for events

The obligation to broadcast all of its expenses partnership is a real incentive to inactivity if you ask me. However, if Hydro-Quebec to withdraw from certain events, it is the organizers who will be negatively affected. As the market is already aggressively raked by these events and the likelihood that the government take over is near zero, the events will diminish in scope, which brings us back to point 1.

Tomorrow: Following the end but not (in any case, I hope).
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