Wendy Cuthbert

Contact Wendy by sending an email to wcuthbert@brunico.com

Articles by Wendy Cuthbert
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Show pros temper tactics with relevance

Magicians, mimes and mascots – you’ll see all three carousing about exhibition halls in the name of company awareness at various trade and consumer shows across the country.

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The exhibitionist marketer

Barry Siskind hasn’t seen much Pegboard lately. President of Terra Cotta, Ont.-based International Training and Management Company, Siskind is a consultant who helps prepare exhibitors for the cruel realities, as it were, of today’s shows. He remembers Pegboard being common 15 years ago, but says that these days, ‘attendees expect much more out of an exhibitor.’

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Five ways to pump your ROI

‘Everything’s been done, done, done,’ says Jennifer Sickinger of Reed Exhibitions Canada, which manages about 20 trade shows in industries as wide-ranging as books, electronics and heavy machinery. Sickinger, who’s also the president of the Canadian Association of Exposition Management (CAEM), says the best way to garner extra attention is through the tried-and-true methods – sponsorship, banners and show guide advertising.

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Beating the giants

Imagine being at a trade show, listening to a seminar or collecting some freebies, when out of the corner of your eye you see streakers running past, logos spray-painted all over their nude bodies. Impactful, sure. Tasteful? Who cares?

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As loyalty wars escalate…Acarta aims to carve card niche

HBC’s rejection of the Air Miles platform is not surprising to someone like retail consultant Steve Boase, with J.C. Williams Group. While consumers are happy to have retailers involved in coalition programs – thus reducing the need to clutter up their wallets with individual cards – retailers, worried about brand dilution, often balk at the notion of sharing their space with other retailers that might not even share the same audience. While giants like HBC and Shoppers Drug Mart can afford to stand alone, many retailers out there are not in that position. That doesn’t mean they don’t try – it just means that their cards might not be achieving any business goals. In fact, anecdotal evidence shows that many retail loyalty cards – think of those pieces of cardboard – are just as often collecting dust at a consumer’s home or lost at the bottom of a purse or wallet.

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Vying for a space in your wallet

What’s in your wallet? The question surprised almost everyone interviewed for this story. Direct marketers are generally enthusiastic loyalty card collectors, but they don’t usually get too personal about their preferences. They’ll tell you that their collection is all in the name of research, of course – the best way to keep abreast of what’s new in database marketing is to join a number of different programs – but one suspects that they might be just as enamored by the idea of rewards as the rest of the Canadian population.

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Rogers Video print ad fills direct prescription

As efficient, and even creative, as a piece of addressed admail might be, it would be rare to find one that customers wanted to frame….

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Hold the numbers

Unwieldy reports full of charts, graphs and numbers – this was the standard expectation for clients when they undertook a market research project years ago….

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Reading today’s mags for the trends of tomorrow

Getting ahead in advertising usually doesn’t mean sitting around reading magazines all day….

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Tapping imagery for big-picture insight

Toronto-based InnerViews principals Betty Hutchins and Eunice Hogeveen aren’t crazy about some of the more traditional research tools used to understand consumer behaviour….

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Niche papers targeted but unreliable

IF there are enough people out there to call themselves a community, they have a newspaper. Gays, Italians, Jews, over-50s, under-30s, technogeeks, whatever – there’s a paper for all of us….

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Online promos generate highly trackable results

As any provincial lottery body will tell you, people go crazy for Scratch ‘n’ Win (or, more appropriately, Scratch ‘n’ Likely Lose) cards. The experience – scratching off the silver rubbery surface to reveal a random set of symbols that usually…

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Ming Pao leading the other newspaper war

Speak of newspaper wars in this country and most people immediately think of the battling Toronto dailies. But unbeknownst to the mainstream, Canada’s most successful niche – the Chinese-language dailies – has been home to its own bloody battle for years….

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Nets wake up to expansion possibilities

It goes way beyond the screen….

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Viral by design: seeding and feeding cool

If it’s something parents wear, you can rest assured that it has little appeal to the young….