zag creative
Zag

Categories > Strategy

The Content Experience

Posted on November 8, 2012 by

Because I’m a habitual reader, (ok, maybe I’m a pathological reader, I was sounding out the French on cereal boxes before the English even made sense) I find myself drawn to words. I see them and I have to decipher them, roll them around my tongue and decide if they have just the right texture for the circumstances.

In very dry, jargon-like ways sometimes the words fail to capture the magnificence of possibility inherent to a situation. Advertising jargon has been failing me a lot lately. We’re all talking about the value of the content experience – in social media, in person and and in human terms. We’re trying to Make Something Edmonton and we’re discussing the ways we concoct these amazing happenings in the hopes that being open about the process will encourage more people to try.

But the words Content Experience do no justice to the moments they describe. We’re talking about the carefully considered, strategic creation of an emotional experience relevant to the life you’re living. It’s about reaching down deep into the parts of us that tickle, or cry, or opening up and wondering what if? (And yes, that sentence just made me a little ill. That’s how comfortable I am talking about it.)

But I know what it is and I know we do it everyday. So now I wonder – if we can do this work, that pushes us in directions that we didn’t know we had, and pulls from every skill we’ve ever learned while forcing us to stretch just that little bit further… can’t we at least come up with a name that doesn’t feel like I’m choking on the remnants of that dusty cereal box from 1983?

You want the truth? You can’t handle the truth!

Posted on October 18, 2012 by

I was going to blog about Halloween (typical, I know). More specifically I was going to blog about costume ideas and how it might be funny to dress up as someone’s Facebook profile. Could be interesting…

Just as I was about to post this clever costume idea and my suggested do’s and don’ts that come with pulling it off (ex. DO: be bold enough to be your boss’s profile, DON’T use the picture from last years Christmas party as the profile picture), until I was shown something that made me stop in my tracks. I just knew I had to share it.

What you are about to see is the beauty of social media in marketing and a company’s ability to really engage and connect with the public on a very personal level. It’s honest, it’s funny, it’s unexpected and it worked.

The rant

The retort

A tip of my hat to Bodyform… Well played.

Colourful Interactions

Posted on June 21, 2012 by

I’ve done a lot of research about online environments lately. I’ve looked at who has the largest market share, the trends for who’s going to have the largest market share. I’ve read about the threat of thermonuclear war between two giants and I’ve weighed in on the value of the conversations we’re having. I’ve debated apps and platforms and gone mobile.

I’ve written tweets, blogs, and posts and written tips for writing tweets, blogs and posts. I’ve pinned and shared and generally interacted with abandon, all in my search for the best ways to use our current technologies for different sectors.

And then, just when I thought I had an answer? Another approach showed up. Well, colour me surprised why don’t you?

 

My Face Gave It Away

Posted on July 21, 2011 by

I’ve been thinking lately about what are the things that personally inspire me and where do I find my inspiration. I would even venture to say I’ve been on a hunt for it.

In my quest, I discovered some neat things.

First off, I realized that I needed to ignite this effort.  What that looked like for me is to set an intention, ask the question and then just let it go. When I do that, I find myself consciously becoming open and aware.  It’s almost like setting the stage and then waiting for the performance to show up.

Then I started noticing things.  Things that I usually don’t.  I woke up one morning to the melodious sound of birds.  I just lay there lingering on every beautiful note and amazed how each bird had a different song.  I recall really listening intently as if for the very first time and just being in awe.  Then while on my way to work, I noticed a couple of birds dancing in the sky.  I found myself captivated how they could rise and swoop in seconds with total control and beauty.

How did I know it was something that inspired me both times?

My face gave it away.  I caught myself smiling.  I realized at that moment, that nature really inspires me.

It happened again after a lunch with a friend.   I sat and listened to an incredibly busy person, who really didn’t have time for me in their day, share what it meant to them, to stop and connect with me.  Then out of the blue, they expressed a willing heart to support me in a charitable effort that I’m involved with and is really important to me.  I drove away reflecting on our lunch and there it was again.  Another smile.

I realized that great and kind people inspire me.

Lastly, I happened upon a couple of little girls who had set up an “ice tea” stand.  I immediately pulled over, walked up and asked the budding entrepreneurs “How much for your delicious ice tea?”  They smiled up with toothless grins, “One dollar please”.  I fished in my wallet and produced two loonies, one for each girl and said, “I only need one please”.  I took a sip, thanked them profusely “Wow, I needed that.  Good work girls!” (Even though it was waaaay too sweet).  As I drove away, I saw their gleeful giggles as if they hit the mother load and found myself smiling once more.

I realize the honesty and innocence of children inspire me.

So these days, I’m keeping close tabs now on my smile, to see what else my face gives away.

A Little Scrap of Brilliance

Posted on September 2, 2010 by

A strategy doesn’t have to be big to be effective.  Sometimes it’s the little things that are the most brilliant.

Case in point: A tiny slip of paper crammed into my doorjamb contained a simple message and a solid strategy.  The message was from a local enterprising youth about the fact that he wanted to go to soccer training camp. To raise money, he was looking for bottles.

Now here’s is where it gets good:

He wrote, “If you have any bottles that you would like to donate, please leave them outside by your garage or driveway with this paper attached and I will come around Saturday morning to pick them up.”

Why do I think this is smart? This kid has made it so easy on himself and his potential donors.

He doesn’t have to waste time going door to door saying the same thing over and over again. He doesn’t have to wait for people to answer the door (hoping they won’t avoid him like I probably would have).  He doesn’t have to deal with cranky people, harried mothers, lonely seniors or scary dogs.  He doesn’t have to wait while they round up bottles either. He’s also made it easy to donate by giving advanced notice.

He’s possibly worked to increase his success rate by making it easier on people to donate and by making donating something they can do when it’s convenient for them.  I realize the “cute kid on your doorstep” approach is also effective but perhaps he’s not that cute.

His timing was also impeccable with delivering his computer generated scraps of paper on a Friday morning.

All in all, I think this kid is smart.  He’s taking the calculated risk of loosing some donations from depersonalizing his approach but on the flip side he’s made the process easier for himself and his potential donors.

I likely would have avoided his knock upon my door or been annoyed when it came at an untimely moment in my day but because of his slip of paper, I was more than happy to set out some bottles.

| September 9 | Strategy
Tweet about this on TwitterShare on Facebook
« Previous Page