A Loyalty Match connection

The Hub is a GREAT place to make connections. The casual conversations that start in the hall can turn into new business opportunities or initiatives or partnerships. You are constantly meeting new people with new ideas.

Sometimes you discover interesting global connections that already exist. Just before Christmas Brad Ball, President of LoyaltyMatch, asked me about supporting a connection he was building in Singapore! Loyalty Match was responding to an inquiry by Yolk  to build a loyalty program for one of their prospective clients located in Asia Pacific. On December 20th Yolk was acquired by Grey Asia Pacific, a division of Grey Group.

Brad asked me to reach out to Yolk, now a part of the Grey network, to help authenticate LoyaltyMatch credentials. Here was an opportunity to ensure his prospective client, on the other side of the globe, that LoyaltyMatch was indeed a viable company ready to do business anywhere in the world.

So who is LoyaltyMatch? They are a tenant here at the Hub, a Software-as-a-Service (SaaS) company that offers customizable loyalty program platforms. They build the back end system for companies who are looking for exciting and engaging ways to build customer loyalty. 

In today's digital world, LoyaltyMatch is a key service and intelligence provider for companies looking for ways to dispense virtual currency in exchange for time, loyalty or insight; trading time or loyalty for rewards that can be redeemed in a multitude of ways.  They provide the platform and the capability for companies to develop new ways to engage a viewer, a participant, a customer, while also measuring the experience through real time analytics. 

The latest demand from their clients is to incorporate game mechanics into a web experience as a means to rejuvenate a brand with a fresh, current experience or reach a new audience. LoyaltyMatch has created the platform for a number of companies in a range of sectors including retailers, manufacturers, service providers and technology companies. Check out some of their stories.

And as the future is mobile, they build systems that are executable on mobile devices and on individual kiosks. Social Loyalty is also a key component of their service, helping their clients leverage  Twitter, Facebook, Gowalla, Foursquare, LinkedIn and other social media to support social loyalty efforts. 

Loyalty Match was one of the first tenants here at the Hub and during the opening ceremony  Brad Ball spoke as a representative of the startups, and as a recognition of the innovative technology behind Loyalty Match. They are a prime example of the potential success for all companies here at the Hub.

The official cutting on of the ribbon for the Hub - Iain Klugman President and CEO of Communitech; Tom Jenkins Executive Chairman OpenText; Glen Murray Ontario Minister of Research and Innovation; John Milloy MPP Kitchener Centre Minister of Training, Colleges and Universities; Kevin Tuer Managing Director at Canadian Digital Media Network; Brad Ball President and CEO LoyaltyMatch; Carl Zehr Mayor of Kitchener; Tim Jackson CEO of Accelerator Centre.

And just in case you are interested, here is the announcement about Grey and Yolk:
Grey acquires Yolk, a leading interactive and digital media agency in Asia
20 December, 2010

Latest Acquisition Elevates Grey’s Digital Position in Asia Pacific

SINGAPORE — Grey, the advertising network of Grey Group, today announced a majority-stake acquisition in Yolk, one of Asia’s fastest-growing interactive and digital media networks. Effective immediately, Yolk’s service offering will be integrated into the operations of Grey Asia Pacific.

A digital services company renowned for strategy, creativity, technology and engagement, Yolk’s holistic digital offering includes digital strategy, social media, rich media, online advertising, viral marketing, interactive marketing, search marketing, e-marketing, e-customer relationship management and web-based capabilities.

Founded in 2001, Yolk is headquartered in Singapore, with a presence in Malaysia, Thailand and Australia. The company employs 40 full-time staff and its roster of clients across Asia includes Canon, Microsoft, Ciba Vision and Singapore Economic Development Board, among others.

Yolk has been recognised regionally and globally, having won multiple accolades at the Webby Awards, Asia Interactive Awards, Hitwise Online Performance Awards, Tokyo Broadcasting System DigiCon6+2 and Singapore Creative Circle Awards.

This acquisition will boost Grey Asia Pacific’s presence in the rapidly growing digital marketing sector as well as enhance Grey’s total communications capabilities.

Jim Heekin, Chairman & CEO, Grey Group, said, “The acquisition of Yolk is another clear signal of Grey’s commitment to place digital at the core of our business and deliver powerful, seamless offline and online marketing solutions. The digital services space is growing exponentially and this move adds to our competitive advantage in the marketplace.”

Nirvik Singh, Chairman & CEO, Grey Group Asia Pacific, said, “Yolk is a digitally creative, innovative and daring agency, and at the same time, results-oriented. The team brings a wealth of knowledge and experience, and comes with an outstanding track record. By combining Yolk’s best-in-class digital and interactive capabilities with Grey’s proven expertise, I am confident that we can provide our clients with a new level of excellence in integrated marketing solutions.”

Prakash Somosundram, Director, Yolk, said, “We are excited to be joining Grey in Asia Pacific at this time of dynamic growth, energy and success. With our multifaceted digital services offering, there is no doubt that we will contribute positively and achieve great synergy together. We look forward to working with the numerous talents across the network to lead the industry in digital innovation, creativity and effectiveness.”

The acquisition of Yolk represents the latest initiative in Grey’s growth strategy, as the agency continues to expand and further develop its capabilities in the Asia Pacific region. In September, G2, the brand activation arm of Grey Group, acquired DPI, Greater China’s leading shopper marketing consultancy, adding on to other premier investments by the company including G2 Star Echo in China and G2rams in India.

Marketing 2011 - Observations and Predictions

Jocelyn Renaud, VP Managing Director for Grey Canada presented to the Communitech Strategy Marketing Peer2Peer group yesterday, giving us Grey's Observations and Predictions for Marketing Strategies we can expect to see implemented in the B2C world.

Jocelyn is a wonderful presenter with extensive Agency experience including 8 years with Ogilvy and Mather NYNY and stints at various Canadian agencies in Vancouver and Toronto. She has worked on a broad range of clients including IBM WorldWide, American Express, Bell Canada, Government of Ontario, Bank of Montreal, ScotiaBank International, RIM, The Vancouver Sun and Province, Alcan, Future Shop and Shoppers Drug Mart. And she is a wonderful person who is willing to share her knowledge and passion for communicating.

This is an overview of the presentation. If you would like the complete presentation, video and all, let me now and I can FTP it to you.

Today’s consumers can be divided into 2 groups – Those in Gen X and above and Gen Y and below.  There are 2 different implications to this divide. As the Gen X group takes on more of a critical mass, yet is increasingly aging, products focusing on aesthetics/beauty and health will gain more prominence.  The number of products and communications regarding anti aging creams, erectile dysfunction, osteoporosis, incontinence, and hair loss and coloring will rise dramatically. On a different note, Consumers that fall into Gen Y and below have become very different consumers.  Everything they do is technologically oriented – so your messages need to be short and impactful.

In this environment of constant change, many companies will submit to the urge to rebrand in order to claim customer attention.

Design is becoming an increasingly important differentiator in the marketplace. Expect to see lots of Honeysuckle this year - according to the Pantone Color Institute, Pantone  18-2120 Honeysuckle is the color of the year for 2011.  It is encouraging and uplifting, inspiring confidence, courage and spirit to meet the exhaustive challenges that have become part of our everyday lives – unlike last year’s color – Turquoise.

 

And good news for my friends at Christie Digital Systems, marketers who are desperate to be noticed and wanting to present their brands in unique and powerful ways are looking for any surface to promote their product. Outdoor projection marketing is seeing a huge upswing and Christie, manufacturing here in Kitchener, Ontario are the technology leader for this opportunity. Their line of high resolution, high brightness projectors have a superior reputation with Rental/Stagers for their reliability and quality performance.

Rather than relying on the “if you build it, they will come” mentality, marketers are now taking their products to where the consumers are. Expect to see retail in places you haven't seen them before.

Starting with Enron and Bernie Madoff, but more recently with BP and Toyota – companies need to be prepared for Crisis. With the free flowing of information (think Wiki Leaks), the ability to communicate to the masses instantly and rising Consumer expectations, a crisis can pop up at any time.

• Companies in all industries need to constantly monitor conversations about their brand.
• They should be prepared to respond instantly to any negative comments, discussions or press.
• Always avoid any show of force or heavy handedness
• Empower your front lines – acknowledging that your sales force needs to know the corporate position and be committed to supporting that direction.
• Be prepared to admit mistakes and put plans in place for corrections and improvements

Well established in other parts of the world, 2011 is projected to be the year we see an explosion of mobile marketing programs and applications in North America. We haven't seen anything yet.

As more and more products and brands reach parity and become commoditized – emotion can be a differentiator.  Advertising is really just another form of content – competing as much with each other as it is with all other content out there, whether it be the Hufffington Post, “Lost” or Wikipedia.  Engaging, emotional advertising will continue to get noticed.

We’ve certainly seen the rise of on-line communities – be it facebook friends, on-line chat rooms, on-line communal advice and more.  This will continue to grow on-line, but could also spill over to the real world.

More and more companies are evolving into affinity marketing.  Whether it be developing commercials with a zero carbon footprint, donating a portion of sales to charity or supporting charitable organizations, this is becoming an increasing consumer expectation.

Presidential visit

Yesterday was a jam packed day for Grey at the Hub, as Grey Canada President Ann Nurock joined me in a number of meetings. I was delighted to have the opportunity to spend the day with Ann as she is quite busy traveling between Grey Canada offices in Toronto, Vancouver and our affiliate office in Montreal plus travels to Grey Group headquarters in New York ... and then in two weeks she heads to South Africa, her home land.

Ann has been a very strong supporter of the excitement of the Communitech Hub. As the head of Toronto agency she is uniquely embracing possibilities outside of the GTA and investing in opportunities that are within the Waterloo Region. Our role as a marketing service provider to the Startups here at the Hub is exciting for everyone at Grey because it is a chance to work with companies who may be shaping our future.

After our day of meetings, Ann and I hosted a small group of business women for dinner and drinks. Ann continually commented about how much fun we Waterloo Region Ladies are; how friendly and keen we are to share experiences, laughs and learnings. She says this region is amazing for its energy and tremendous spirit. I agree and feel very fortunate to call it home.

Watch for a future blog story with an inside scope about Ann's South African connections here at the Hub. A story that will demonstrate that it is truly a small world.

The cold blast of winter

It seems that the winter winds may be upon us. With each opening of the door we feel the cold approach of winter. At a busy spot like the hub, the outer doors are opening and closing all the time. If you are at the Communitech reception desk you feel the blast regularly, some days much colder than others. Isabel at reception is very confident in her thermostat, confident that she can keep her space warm through the winter.

Up in the service provider section we are snug and warm. There is a pipe, too hot to touch, radiating the warmth of hot water running along the far south wall in our section. My friend Matt Hodgson at Ernst & Young wonders if they will be too warm this winter as the pipe runs through their office. Although the doors from the courtyard are opened regularly, there is no blast of wind when opened. I do look forward to seeing this space covered in snow.

There are a variety of construction projects on the go in the building so outer doors are opened frequently. Soon there will be a reception desk at the main doors by Balzac's so there will be less confusion as people enter the building.

And the stairway seems almost complete. They have been working on this for quite some time. Last week more lighting went in and today it looks like they are doing painting work.  The wood planks in each of the steps are about 3 inches thick and very rustic. The stairway is a beautiful feature.

It is exciting to watch the daily progress of the building. Each day it seems that there is something new going on.

Media attention attracts attention

Phone and email have been busy with all the media attention we have received from the news release recently. Everyone is so jazzed about the fact that we are here in KW and here in the Hub. It is very exciting.

With this wonderful tool we call the Internet, word spreads quickly and then people start asking questions.

Exchange Magazine daily Exchange and November/December edition
Yahoo Finance
Twitter news

Strategy Magazine
Marketing  Magazine
Canadian Business 
Adbrands
Topix
Broadcaster Magazine
ClickWeekly
4G Wireless Evolution
Profectio
We even got picked up by Sports Technology

These are just the connections that I have seen to date. Our media relations team would have a complete list.

Media is an interesting tool in today's world. There are so many ways to get the word out and it is always interesting to discover how people are finding information in today's connected world. It is easy to connect with others if you have the know how to do it.

Working out the content kinks

Grey Canada is very excited and honoured to be able to display our creative work on the Christie MicroTiles® that are part of the reception area at the Hub. We have been running a number of creative loops created by both Grey and Conestoga College.

Today, the plan was for Chris Martin, New Media Technologist with Conestoga to update our files in the loop. But, as most of us know, we should always prepare ourselves for the unexpected when it comes to technology and high hopes. Alas, our new files are not quite up to snuff.

We seem to have a resolution issue with the 1x13 display. It is back to the editing suite to work out the fine details and hopefully it will be up and running soon. The good news is -- there is soon to be a refresh of the content. The bad news is -- it is not now.

Got the first one out of the way

Today has been focused on getting this blog up and running.
I would like to thank two people for their help today in getting this all set up:

• Kira Turner for all her wonderful "blogs work like this" help -- A BIG thank you shout out to Kira. 
• Andy Wright for some great photos of the Hub -- Thank you Point & Shoot Imagery

Obviously some work is needed in design, I will look to my designer colleagues within Grey to help with that. They will be able to do more with Andy's photos, I am sure. Mission #1 was to get the blog up and running. For those who find me in the early days I expect you will see transformations with time.

Blogging advice -- just get writing! Design will work itself out with time.

So, I have been out of touch with Hubbub activities today, toiling away on my laptop. I did meet the Vice President of Business Development for RDM Corporation, on a tour through the Hub today. More people to share the excitement of this new great facility.

A day in the life of the Marketing Service Provider at Communitech Hub

My office is tucked away from the main action downstairs. It is quiet here...for now. The other service providers have not yet moved in so there is not so much hubbub in the Service Provider section...yet. Occasionally a tour goes by, about 4 times per day. Everyone who tours through is very excited about this Digital Media Hub. Although there is a lot going on now, the pace is going to continue to pick up.

Yesterday afternoon with the heavy rain I heard water gurgling behind my wall. Not really sure what is on the other side of this wall. It is an interesting building and I haven't got the lay of the land all sorted out yet. No water coming in to my office but as my brother Charlie always said "water is your enemy" so hopefully it is not pooling somewhere.