What do Crack, Chuck Norris and Cats have in common?

@TrendsTalkIMC #TrendsTalk13

@TrendsTalkIMC #TrendsTalk13

#TrendsTalk13, that’s what!

Yesterday, I was able to take part in something that was truly amazing.  I wasn’t completely convinced that it was going to be worthwhile.  However, our attendance was strongly encouraged by our professors in the Advertising and Marketing Communications course at St. Lawrence College, so I made sure I was there.

Boy am I ever glad that I did.  After an amazing keynote speech from Brett McDonald from Young and Rubican in Toronto, where we learned that data is the new oil, and that digital advertising trends are changing at an increasingly rapid pace, we split off into individual seminars run by second and third year students.

I’m starting a new business, so I chose seminars that I thought would help me in that respect.  Blogging for Business started me off, and it gave me lots of ideas on how to better promote this blog.  The next seminar I attended was about creating compelling content.  More on that later.

The rest of the day was mostly about websites, their domains, and how to use them as hubs for our social media.  But the one seminar that really stood out was called “Memes for Marketing” by Rachel King and Matthew Meagher (Click for their Twitter feeds!)


I’ve been on the Internet since home access was first introduced in Canada.  I’ve seen a lot of trends come and go, but memes are some of my favourite things.  I love seeing them pop up on my Facebook news feed, or in random places across the web.

Using them as a marketing tool never even occurred to me.  This seminar really opened my eyes to the power that these simple little graphics can hold for a business, especially a small business like mine.  My business partners and I decided that once we get our online presence established, we are going to use this new tool.

Now, I promised I would talk more about creating compelling content.  A lot of people have blogged about this seminar, and rightfully so.  It was truly compelling, and I look forward to read the book it was based on.  In the seminar, they showed a video of a blind man struggling to get money on the street, until someone re-worded his sign to something more moving.

It was a touching video, don’t get me wrong.  But when I think of a company providing compelling content in an effort to promote their brand, I can’t look past WestJet.  They built a reputation of treating their customers better than any other airline, and continue to support that reputation year in and year out.

So I leave you with their latest Christmas event.  These people go above and beyond in so many more ways than one.  It truly is an inspiration as a human being, and especially as an Advertising student.  If you haven’t seen this yet, enjoy.  If you have, please enjoy again.

2 Comments on “What do Crack, Chuck Norris and Cats have in common?”

  1. I have a lot of trouble with everybody loving on that WestJet thing, and it boils down to this. Sure, it was cute, and certainly well-packaged, but all the airline did was give material things to people who already have enough money to be able to fly on airplanes. Big deal. I would respect WestJet far more had they taken the money they used on this and instead given free tickets to people who would otherwise not have been able to afford to visit their loved ones. It’s all circular logic too; airfare would not be so expensive in the first place if they didn’t need the profits to pull off marketing stunts like this. If most people resisted the heartstring tugging and thought about it, I bet they’d say they’d rather save $25 on their airfare than have the people on one flight get presents.

    • Watch the clip again. There were people who did ask for tickets to visit their loved ones, and received them. Also don’t assume that everyone on that plane could afford some of the things they got. Yes, airfare is expensive, you can’t possibly know that everyone on that plane made this a regular thing. How many of them were flying for the first time? Or had saved up for months to be able to make this trip?

      Also, yes, something like this costs a lot of money, and as stated above, airfare is expensive. However WestJet didn’t need to spend what extra money in profit they had on something like this. It also shows WestJet’s determination to be more than just “any other airline.” What other airline goes out of their way to do this for random customers? These weren’t even “loyal customers” they were just on the right plane at the right time. It was a great public relations event, has got a lot of buzz for the company, and succeeded in its aim.

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