Colour me fabHair colouring foilgets a new imagewith Foil it

Fish This with Barry PringleThe fishing showwith a twist

iPad RevolutionWhat it means to the future of sales and marketing

time for a change?

do180.com

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ISSUE 8

Publisher/Editorial DirectorLuc Courtois

luc@do180.com

EditorJim Kalogerakos

jimk@do180.com

Editorial AssistantLisa deSousa

lisa@do180.com

Production ManagerEric Mills

Creative SupervisorRob Mather

Graphic DesignerLaura Arcuri

Contributing WritersLuc Courtois

Lisa deSousaEric Mills

Jim KalogerakosRob Mather

Director of Photography Michal Pasco

180Published by 180 Marketing®

71 King Street, Suite 301St. Catharines, Ontario

Canada L2R 3H7905.687.3371

do180.com

Please direct questions, ideas or concerns to info@do180.com

Thinking out loudMobile marketing and digital publishing

Fish This with Barry PringleThe fishing show with a twist

Colour me fabHair colouring foil gets a new image

with Foil It

iPad Revolution What it means to the future of sales

and marketing

Disconnect and ReconnectUnplug & Explore Alberta

Fallsview BoulevardThe making of a brand

Before + AgainA brand is born

Ads that won’t be makinga comeback!

Online video on the rise.TXT Overload?

Cool Gadgets

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six

eight

ten

Twelve

fourteen

sixteen

eighteen

Twenty one

twenty two

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thinkingout loudA few thoughts from Luc CourtoisP u b l i s h e r / E d i t o r i a l D i r e c t o r - 1 8 0

Mobile Marketingand Digital PublishingThe world we live in is changing rapidly.As marketers you need to embrace thischange and adapt accordingly. Here’sa quick snapshot of what’s happeningin a mobile world:

[ ]“Tablet & smartphoneownership will explodeafter Christmas 2011”

Tablet Publishing – An eagermarket that’s ready to buy • 27% of households will own a tablet by

end of 2012

• 66% of tablet users plan to consume

more digital magazines

• 63% want more digital titles

• 55% read digital back issues

• 86% want to be able to share articles

• 82% interested in including gift-cards

preloaded with a digital

magazine subscription

• 70% want videos to run

less than 60 seconds

• 59% want to be able to

buy direct from ad

• 73% want to purchase products and

services directly from editorial features

• 73% engage with digital ads in pubs

Mobile Phones – The untapped opportunityMobile Marketing Has Gone Mainstream

• Over 50% of all mobile phones are smartphones (that can

browse the web)

• 4 billion mobile users world-wide

• There will be one mobile phone for every person on earth by 2015

• There are more mobile phones than human in the U.S.

• 86% of mobile users are using their phones while watching TV

• 200 million YouTube views daily on mobile phones

• By 2013 more people will use their phones than PCs to get online

• Mobile searches have grown

4x since 2010

• 95% of smartphone users have

searched for local information

• 50% of all searches performed on

mobile devices

• 65% research/read product reviews on their phones

• 50% of mobile searches lead to a purchase

• 57% would not recommend a business with a bad mobile site

• 61% of users call a business after searching and 59% visit the

location

• 90% of these people act within 24 hours

• 40% have turned to a competitor site after having a bad

mobile experience

[the cluetrain manifesto]

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you have come across Fish This™ with

Barry Pringle when relaxing on a saturday

morning. Fish This™ with Barry Pringle is

a sport fishing show with a twist... or a hook

if you will! Visually stunning with exciting

action footage and spectacular surround-

ings all filmed in HD, Fish This™ also

incorporates culinary tips and ideas for

the backyard grill and kitchen alike. Barry

and his merry crew visit and talk with

some of the finest chefs around to learn

great secrets for cooking fresh fish, often

featuring Barry’s catch of the day itself!

Recipes and every OLN segment in their

entirety is also broadcast on the Fish

This™ website to further engage viewers

and promote show sponsors.

The mandate of the show and the website is

to produce a fun, entertaining, educational

and mouthwatering show that connects

recreational anglers with experiences

they can relate to, aspire to and share.

Fish This™ is hosted by the energetic and

passionate competition angler Barry

Pringle. A 12 year veteran as a television

fishing show host. Fish This™ marks Barry’s

3rd show and his second on National TV.

You have to see him in action to understand

fish thiswith Barry Pringlethe fishing show with a twist!

If you are an Outdoor Life Network (OLN) fanatic, then there is a good chance

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his captivating persona and genuine

kid-like enthusiasm for the sport.

Each episode of Fish This™ is produced

and directed by 180 Productions who are a

unique full service HD on-line TV production

company known for delivering cutting edge,

media-rich content. Not only does 180 film

each episode, it also handles all of the

video editing and post production work in

preparation for airing on the OLN channel.

www.fishthis.ca

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colour me fab

Hair colouring foil gets a new image with Foil It

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colour me fab

When Framar International, a producer and distributor of hair colouring foil

sheets was looking to revamp their “Foil It” packaging, they came to 180.

They wanted something sexy, polished

and sleek that spoke to the salon industry.

Packaging with a wow-factor, that salon

owners would proudly display on their walls

along with mainstream brands like Joico, Bed

Head, Schwarzkopf, Matrix and Chi. And we

gave them just that. 180 took a plain card-

board box and transformed it into showcase

packaging, with a vibrant design, peek-a-boo

cut-outs and funky foil lettering.

Who said that a rose by any other name still smells as sweet? Not when

it comes to branding! So we gave the various foil colours some hip street

names like Man Eater Magenta, Paparazzi Purple Stars, Ghettofabulous

Green Stars and Babelicious Blue. Take that, Shakespeare!

[ ]“180 took a plain cardboard box and transformed it into showcase packaging”

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A year ago, when the iPad was first launched, the questions

were, “would anyone care?” and “would anyone buy it?” I

think we have our answers to those questions! Beyond the

overall buzz, I was particularly intrigued by a story in USA

Today this past week that reported on the iPad’s runaway

business popularity. This was a pretty counter-intuitive

news item because the original iPad was mainly viewed as

a consumer-oriented device. According to the article, Apple

says that the iPad has been tested or

deployed at 80 percent of Fortune 100

companies. The story cited industry

tracker iSuppli, which predicted that

Apple will ship 43.7 million iPads this

year, and 63.3 million in 2012, up from

an estimated 14 million in 2010.

USA Today does not estimate what percentage of those

skyrocketing iPad sales will be from businesses. However,

it appears that corporations are rapidly embracing Apple’s

pioneering tablet as a powerful and uniquely portable

new computing tool. For example, according to the USA Today

story, medical device leader Medtronic has given more

than 5,000 iPads to its sales reps, and SAP distributed 3,500

of the devices to its people. In addition, Mercedes put 400

iPads in its dealerships to keep transactions on showroom

floors, near the actual vehicles. Smart move.

Major Shifts in Buying/Selling ProcessThis headlong corporate rush to iPads is striking on several

fronts, the least of which is the growth of a trendy and

popular new “touch” computing device. To me, what is

truly significant about this technology milestone is that it

signals a major shift in what busi-

nesses expect both from the por-

table computers they deploy, and

the road warriors (especially sales

people) who carry them.

Think about the typical laptop

carried by armies of sales people. Why have companies

invested so heavily in issuing tens of millions of laptops

to their sales forces? The answer is easy. Companies want

salespeople to input information into corporate CRM da-

tabases and to track prospects. Sure, they are also used to

make presentations (the dreaded PowerPoint deck), but the

main business purpose is inputting, tracking, and managing

data and information.

Ipad revolutionWhat it means to the future of sales and marketing

[ ]“It appears that corporations are rapidly embracing Apple’s pioneering tablet as a powerful and uniquely portable newcomputing tool”

technology

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Now remember the common wisdom about the iPad: That

it’s great for consuming information, but not so good for

capturing information. This was the original argument

made last year when the technorati proclaimed the new

iPad to be a consumer device. Indeed, everything about

the iPad runs counter to that traditional computer use

case. No one would ever say that the iPad is the ideal device

for plugging information into an SFA application. The easy-

to-handle form factor and elegant touch screen interface of

the iPad are tailor made for consuming and communicating

information in an effortless and interactive way. The iPad

design is not optimized for entering a lot of information

or even doing a lot of typing of any kind. Yet, companies

and their sales people are embracing the iPad in a big way.

Why? I’m thinking the reason stems from the same revolution

that I described earlier in how the buyer/seller process has

changed drastically due to digital technologies like social

media. Today’s buyers can access valuable and relevant

information online, especially through trusted sources on

social networks, blogs, and communities of interest. As a

result, these buyers are now more in control than ever of

the buying/selling process.

That leaves the company and its sales people in a role that

should be (must be) about communicating, educating, and

helping the potential buyer – not just telling, selling, and

trying to close a prospect, who might have little or no

interest in the pitch.

That is where the power of the iPad and other similar

tablets comes into play. As the relationship between the

buyer and seller has so fundamentally changed, the sales

person has had to adjust her/his approach to connect and

engage with the empowered buyer in very different ways.

The iPad helps to break down the old barriers – even the

physical space – of the buying dynamic, enabling better

sharing of information and more effective consultative

communications.

All of these changes are part of the “meta” revolution that

is happening today in how companies create, manage, and

accelerate revenue. The fact is that the old business revenue

paradigm has been broken for years. Smart, forward-thinking

companies are increasingly coming to this realization and

are now taking bold steps to transform their sales and

marketing processes, their metrics, and their entire revenue

generating engines.

Ipad revolutionWhat it means to the future of sales and marketingBy Phil Fernandez, Marketo.com

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Disconnect to ReconnectHow do you drive visitation to three iconic Alberta attractions in

a soft tourism market? First you identify the target market – over

382,000 families. Next, develop a theme that

will resonate with the target – the need for

families to disconnect from technology and

reconnect with each other. Finally, an incentive

to make the offer irresistible and affordable –

take a family pledge to unplug from technology

and instantly print FREE tickets for kids.

The multi-channel campaign included TV, radio, print, web and social

media to drive over 5,000 family pledges and contribute to over 44,000

new passengers to the attractions in just three months. Proof-positive

that integrated multi-media campaigns get results

[ ]“Over 44,000 new passengers to the attractions in just

three months”

www.UnplugExplore.com

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The Making of a BrandWhen people mention The Strip in Las Vegas or the The French Quarter in New Orleans, would-be visitors instinctively recognize these areas as offering something unique or a special experience. We were tasked with branding and position Fallsview Boulevard in the same way – as unique destination within a destination, in the city of Niagara Falls. Fallsview Boulevard, a billion dollar investment zone will forever change the skyline of Niagara Falls. The district is home to upscale hotels, restaurants, a new $100 million convention centre, attractions and the world-class Fallsview Casino Resort and Spa. Our job was to to come up with a brand and campaign that exemplifies everything Fallsview Boulevard has to offer.

A logo was born!First the visual identity. The logo reflects the physical attributes of Fallsview Boulevard: the stunning skyline and the proximity to the falls. There’s nothing closer and the skyline is immediately recognizable as you enter the city from the U.S. and all major transportation routes. It’s visible from miles away.

It Happens On The BoulevardNext, we needed a positioning statement that sparked curiosity and clearly implied that Fallsview Boulevard was the place to be. What happens on the boulevard? Great dining, incredible fallsview rooms, something a little more enthralling and salacious? Use your imagination.

Fallsview

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boulevard Ad CampaignNext, a set of ad concepts that spoke effectively to both families and couples. Niagara is a destination for all, but demand and visitation changes by season for different demographics.

WebsiteConsistent creative and messaging was incorporated on the website. Ongoing updates keep the site current with seasonal offers, event calendars, photo and video galleries.

www.fallsviewboulevard.com

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In the sexy and fast-paced world of high fashion, new brands need to break through the clutter and build

instant credibility with fashion savvy consumers. The perfect way to enter an extremely competitive market

is to look and act like you’re already a big brand. The staples of the biggest fashion brands on the planet

are glitzy photo shoots and runway videos.

We did both for our favourite new brand, Before & Again – a funky boutique design house out of St. Louis,

Missouri. And what better place to launch the brand in style, than at the Hard Rock Café. The result –

a rock’n behind the scenes photo shoot video that created instant buzz in the media and on social networks.

Logo, print, web, social media, photography and video – world-class marketing from our humble offices

in St. Catharines, Ontario.

A brand is born

www.beforeandagain.ca

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ADS that won,t be making a comeback!

Advertising has come a long way over the last 60 years. Not only

has advertising shifted to digital formats, but the messages

themselves have evolved. Take a look at these sample ads.

No advertiser would ever get away with such ad copy today,

without some serious backlash, negative publicity and hate

mail. Oh, and probably a law suit or two to boot.

But hey, they’re good for a laugh now.

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ADS that won,t be making a comeback!

Like Nowhere Else!

1-800-263-7135 fallsavenueresort.com

Three hotels with the best views of the Falls, 12 restaurants, a 3 acre indoor waterpark, Casino Niagara, world-class attractions at your door, a vibrant and eclectic nightlife… all under one roof and just steps from the Mighty Niagara.

Niagara Falls, Ontario

Canada’s Largest Entertainment Resort

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Like Nowhere Else!

1-800-263-7135 fallsavenueresort.com

Three hotels with the best views of the Falls, 12 restaurants, a 3 acre indoor waterpark, Casino Niagara, world-class attractions at your door, a vibrant and eclectic nightlife… all under one roof and just steps from the Mighty Niagara.

Niagara Falls, Ontario

Canada’s Largest Entertainment Resort

Why you should consider video in your marketing mixConsumer markets love video• 82.5% of the U.S. Internet audience viewed a video online• 30% of Internet traffic is currently video. By 2013, 90% of Internet traffic will be video.• U.S. online video consumers watched 4.3 hours worth of video on average in the month of June 2010• Video E-mail messages generate 2-3 X higher click-thru rates compared to static E-mails• April 2010 report stated that consumers who watch product videos are 85% more likely to buy products compared to those who do not watch

Research from Forbes – B2B video delivers• A majority of businesspeople surveyed by Forbes in October 2010 said they watched more video currently compared to last year• 60% of respondents said they would watch video previous to reading text on the same webpage, and 22% said they generally

Before your day is out, you will most likely have chatted with 50 orso of your closest friends. Talked about your day, entered contests and recommended they do the same, received promo offers or found a great restaurant to meet at for dinner.

Worldwide users send over 1 trillion text messages each year. Forecasts call for continued growth of wireless communications, especially in North America. Globally there are twice as many active users of SMS as are active e-mail users. Text messages on average are read within 15 minutes of being received and have a 60 minute response time.

Text messaging remains the most important feature for cell phone buyers. According to a survey of cell phone users commissioned by AccessSystems Americas, and

txt overload?

Conducted by research firm Amplitude Research, buyers of new cell phones view text messaging (73%), accessing the Internet (61%) and email capabilities (63%) as the most important features.

liked watching video more than browsing text for examining business information• 75% of all executives said they watched work- related videos on business websites at least once a week, and more than 50% use YouTube to watch those videos• 65% of U.S. executives surveyed by Forbes in October 2010 visit a vendor’s website after viewing a work-related online video• 53% conducted a search for a vendor/product/service for more information• 42% made a business related purchase

Online video on the rise

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Once the stuff of movie action heroes, the sQuba car has now become the world’s first underwater car! The Swiss designers from Rinspeed have created the sQuba, which comes complete with scuba-like breathing equipment for both the driver and passenger, allowing you to enjoy a James Bond moment at depths of up to 30 feet below the surface of the waves. Oh yeah, it drives on the road too.

When an 84-tool Swiss Army Knife isn’t enough, you need Wenger’s Giant Collector’s Swiss Army Knife. This 8-inch mon-strosity weighs in at a cool, practical 2 pounds, 11 ounces and boasts 85 tools – that’s every tool ever created by Wenger. Oh and it’s only $1200. come in handy.

Cafe ConcreteConcrete, ideal for building homes and roads but is it good enuf for a coffee machine? Tough question to answer, but apparently we can take Shmuel Linski’s help on this coz he’s designed one. The rugged appeal and the delectable cracks in its form; Espresso Solo looks smoking hot in this cemented avatar!

R.A.T. Mouse As gaming mice go, I am not quite sure how to describe this one. It certainly looks a bit different than anything anyone have seen before, the Mad Catz Cyborg R.A.T. Mouse. The R.A.T. Mouse comes with a range of features including adjustable DPI’s up to 5600, and adjustable weights as well as being to change the ergonomics of the mouse. The R.A.T. 9 from Cyborg is a 2.4Ghz wireless, 5600 dpi wireless mouse that offers a crazy amount of customization for serious gamers. First of all, you get 3 interchangeablepinkie grips and 3 palm rests. The weight of the mouse can be customized by adding or removing one of the five 6-gram weight discs. There are also 4 dpi settings, 5programmable buttons and 3 cyborg modes. If that’s not all, it looks cool as heck. The only down side is the price – $149.99.

Seriously?Look out, Dick Tracy. Dialing from your wrist has finally become a reality. That’s right,make a phone call from your watch because after all, that’s what a watch is for. Mobile cell phone watches are becomingthe next teckie craze. Check out these specs...

• Stainless Steel Waterproof watch mobile phone• Network: GSM• Grade: IP67• Sound: Vibration; Downloadable polyphonic, MP3 ringtones• Call records: Received calls: 20; Missed calls: 20; Outgoing calls: 20.• Storage:Internal: 256+64MB • Bluetooth Yes, v2.0 with A2DP• Camera 2.0 MP, 1600 x 1200 pixels, Video Yes, VGA@30fps,

beforeandagain.com • 314-997-1999