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The Road to Montreal

January 27, 2015 — Leave a comment

This article by Christopher DeWolf was originally published in The Montreal Gazette on May 25, 2003.

The Road to Montreal

“You’re another one!” Nicole Fowler exclaimed when I revealed my Western Canadian roots. “Since I moved to Montreal, I think I’ve met more people from Calgary than I have in the rest of my life.”

Fowler, 33, is part of a new batch of younger people on the move – to Montreal instead of away from it.

Although it may be tepid for now, it is not all that surprising a trend. My own life in Calgary was populated by people from Montreal. My dad lived here for almost a decade before leaving in the late ’70s. Our across-the-street neighbours in Calgary were ex-pat NDGers and my best friend’s mother was Hong Kong-born and Hampstead-raised. Friends came from Montreal when Canadian Pacific jumped ship and relocated to the prairie town it built a century before. My mom’s boss was from Outremont.

Fed up with language politics and a stagnant economy during the 1980s and ’90s, thousands of people scurried down the 401 or schlepped themselves west to Calgary or Vancouver.

But, slowly, people are moving here. Between 1996 and 2001, the pre-merger city actually gained 23,158 people (including those from beyond Canada’s borders) its first significant increase for at least 10 years. And, according to recently released data from Statistics Canada, 365 more Canadians from other provinces moved to Quebec between October and December 2002 than moved away – the first net gain in three decades.

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Before moving from Calgary to Montreal last year, the path appeared well-worn. It seemed everyone I encountered had a brother or six friends or an old roommate who had moved to Montreal. The trend was evident upon arrival, too; a quick survey of people I’ve met reveals a lot of eastward pioneers who are bucking the trends established late in the last century.

In fact, there are a lot of new people in Montreal who come from a variety of Canadian cities, even big, booming Toronto. What makes this somewhat perplexing is that, according to the National Post, the Calgary-Edmonton corridor is the second-wealthiest region in the world. Cities like Toronto and Vancouver certainly aren’t hurting when it comes to job prospects.

So why come here?

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This is post was originally published in Fall 2011 on the now-defunct Warms blog. Tis the season, and it fits the theme since popularized in viral holiday videos by WestJet, UPS, and others.

gifts_marquee

In 2004 Ikea amused and impressed Swedish train commuters by handing out free pillows during the morning rush hour. Each pillow said “Better Sleep for everyone” and of course indirectly linked Ikea to beds and good sleep.

In 2007, as part of the largest US campaign ever for Maxwell House, Kraft Foods included a clever gift element along with its sampling program. They took over tollbooths nationwide from 7 a.m. to 9 a.m. and in addition to handing out millions of coffee samples they also picked up the toll tab for motorists.

In 2010 popchips launched its brand of healthier snack chips using a combination of influencer seeding and gifting to friends via social shareability. Over 2000 personalized popchips gifts were sent out and the brand has risen in profile ever since. (↬Flowtown)

In 2011, Kimberly-Clark’s Kleenex brand sent over one million tissues mini-boxes as part of its “Softness Worth Sharing” campaign introducing a new softer version of the tissue. The program let people send samples to friends and family via Kleenex.com. It lifted market share at least 1.7 points (↬Flowtown).

And recently, Canadian retailer Shoppers Drug Mart has been randomly handing out to customers free surprise gift cards worth $10, $25, $50 or even $100 off a subsequent purchase. This approach employs a technique called a lagniappe – a small gift added by the merchant, in the same way a baker might throw in a 13th donut with the dozen.

Gift marketing is a concerted way for brands to make a positive impression by unexpectedly delivering something of substance or value to either a key prospect or a valued longtime customer.

Gift marketing is a combination of branding, advertising, promotion, PR, social engagement, product sampling, and customer service. It’s old in the sense that companies have long sent preferred clients calendars, holiday baskets, and perhaps some bonus reward points, but it’s new in that these activities are becoming more planned, more creative, more finely targeted and better measured (ROI), and larger in scale.

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This is post was originally published October 26, 2011 on the now-defunct Warms blog. I thought it was worth re-sharing for this time of year.

Warms_box_sealed

Warms [was] a platform that bridges the surprise and substance delivered by physical gift products with the emotion and versatility offered by digital videos and e-gifts. In doing so we [paid] very close attention to the reveal because it is through a layered unveiling that we can deliver a richer and more memorable gift experience. It’s perhaps not as obvious or easy as it sounds.

Greeting card companies, florists, e-card senders, and even chocolatiers all fall short. They may make nice/funny/tasty/beautiful products but they deliver shallow, one-dimensional experiences. A remarkable gift encompasses way more than just the object – and of course remarkability is always judged by the receiver.

Here are the six essential ingredients of a great gift…

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Building Bridges

October 4, 2014 — Leave a comment

This post was originally published at the now-defunct NextMontreal blog on July 21, 2011, to indirectly promote my also now-defunct Warms venture: “Warms Bridges Offline and Online with a New Twist on Gifts”.

brooklyn-bridge

Since 2002 I’ve maintained a blog called Creative Generalist which, among other things, espouses some long held beliefs that broad thinking leads to big ideas. A common thread throughout many of the posts and many of the articles that are linked to is the notion that some of the most fertile and relatively undeveloped ground for new ideas is located between disciplines, cultures, technologies, generations, perspectives, and so on. Obviously there’s innovation in specializing but there’s loads of potential too by spanning silos.

I think bridging is highly underrated.

In 2004 strategy+business then contributing editor Nicholas G. Carr put forward a fascinating case for conservative innovation over disruption, arguing that bridging the breakthrough gap is a better third way — the other two are being the first mover or being the copycat — to profit from an innovation. By finding the space between where the big idea will be and where the market already is one can both profit immediately from the innovation while also moving into a better position for the future. Carr uses a couple great examples: Netflix beating webcasters that had out-innovated a market not yet serviced with broadband connections, and Toyota showing patience on the hyrdrogen fuel cell front by first producing a car (the Prius) that still uses existing technology even while moving away from it.

There’s an important lesson in this story: When a disruptive new technology arrives, the greatest business opportunities often lie not in creating the disruption but in mending it — in figuring out…a way to use an older, established technology as a bridge to carry customers to the benefits of the emerging technology.

When we talk about business innovation today, we tend to use terms like breakthrough and pioneering and revolutionary. But some of the greatest and most lucrative innovations are essentially conservative. They are brought to market by companies that are as adept at looking backward as looking forward, and that have the skill and patience to achieve the most commercially attractive balance between the old and the new. “Conservative innovation” may sound like an oxymoron, but it’s an idea that deserves to be a part of every company’s thinking…

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