On my way to dinner, Mark and I hopped into the over-priced Sporting Life. They were having a sidewalk sale (like they do almost everyday), and a few items caught our eye.

A Penguin shirt and a Lacoste hat later...we paid and walked out the door.

When we got home, we found a "Travel Albert" CD-ROM in our bag. Hm. Interesting.

I don't usually pop these archaic marketing tools in my computer but thought that perhaps...maybe...this would be something a little different.

The CD-ROM was actually very very nice. It was pretty interactive and showcased a lot of what I would have expected from a travel CD. However, the whole time I was on it, I thought...why not a website? Why spend all this money on CD's, packaging it up and producing waste? Why?

Why? When you can simply market a website? Easier for people to go to, easier to spread the word.

Why?

I just can't get away from Mountain Equipment Co-op.

I picked up an old Canadian Business magazine a few days ago and came across their highly successful and enviro-friendly direct mail/catalogue campaigns. I opened up my email, and in came a very nice, simple email with a clear call-to-action. Summer = camping / tent + mec

After musing through the email, I found a link to one of their community sites - clubtread.com.

"ClubTread is a community-driven outdoor web portal for activities including hiking, backpacking, mountaineering, snowshoeing, and skiing. The site offers an online discussion forum, trip reports, extensive hiking trail database (wiki), gear review system (wiki), gps downloads, integrated mapping, and photo gallery."

It is pretty damn cool if you are a mountaineer (me?, not so much). But if I was, the wiki is a great place to see gear reviews as well as see where others like me are hanging.

Nice stuff MEC...you certainly do tempt me to rush out to the great outdoors. ...you certainly do know your community.

PS. 'Tis funny how they have a great community vie web - considering most would leave their laptop at home when treking into the woods.

An ongoing conversation between my friends and I (I don't know why, but it is), is people's fascination with their pets.

Oh, I am not talking about simply having a pet dog, cat...pig as a household companion. No! I am talking about those pet lovers who take pictures of their animals and have them in a frame beside their computer at work...or better yet, a picture of their pet in a locket around their neck. I...we, don't get that.

But, just because I...we, don't get it...doesn't mean anything...because clearly, others do. Lot and lots of others.

I came across this great PetSmart competition...and just had to see what it was all about. They hit it right dead centre...I don't see why this simple marketing campaign would not be a success.

Coined "Petparazzi" - animal owners can take pictures of their animal(s) living the life of luxury (which many do!). They can then send them in for a chance to win some pretty good pet prizes...and just in case yours isn't living the lavish life, like Paris' pup...they give our random prizes to entries...

It is simple, easy and fun...and for PetSmart? They bring in the lead and market to them like hell. Woof to that.

Last night, I went to see Herbie Hancock, pianist extraordinaire at the beautiful Four Seasons Centre - a gorgeous venue newly built specifically for Opera. The sound was amazing...oh, how I wish every concert was in there (wilco!).

5 or 6 songs in - Hancock plays his pretty "Maiden's Voyage," a soft-mid tempo song. Lights were down and a sole spotlight was on him as he played through - trying to soak the audience in...and then...the annoyances began. A cough here, a cough there. Here a cough, there a cough...everywhere a cough cough...

So, here is where the marketing / sponsorship comes in (thanks for the idea Mark) - cough drops and tissue vendors. Give out samples before the show...2 pieces of a cough drops and a handful of tissues...for the just in case factor...for the 'don't ruin the show for others' factor.

PS. The Toronto Jazz Festival's main sponsor is TD Canada Trust (a competitor of Scotiabank) and they do a great job of running it. I don't feel like there is too much marketing, heck - even the door men dont' were Jazz festival tshirts.

Check out the WSJ article, "A job interview you don't have to show up for." Loves it!

-I am in the world of digital marketing - If I was looking for some help, I would definitely do this for preliminary interviews...

-If I was in the journalism work - I would try to use this for interviews.

-If I was in the fashion world - I would use this to see who my competition is and try to develop partnerships from designers I like.

if, IF, if...