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<tr><td class="design"><a href="http://gotenzing.com" style="display:block;height:75px;"><img src="images/1-1-tz.gif" width="180" height="75" alt="Tenzing Logo" border="0"/></a></td></tr>
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<tr><td class="design"><a href="https://cicbv.ca/welcome/" style="display:block;height:241px;"><img src="images/1-4-results.jpg" width="180" height="241" alt="We (heart) results" border="0"/></a></td></tr>
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<p>The earned media, advertising, online media and video-based content package for Chartered Business Valuators that we launched in early May increased web traffic by over 15% year over year (and the site was in launch mode at this time last year so everyone was looking). Even as the month ended, 32% of the visitors were first-timers and over 800 of them watched the new video in full.</p>
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<p>Railway City’s Dead Elephant beer got more than a new brand and packaging design when they signed on with Tenzing. They also saw LCBO store penetration increase by 20% and sales jump by 25% over just a two month period.</p>
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<p>Mississauga has turned a very strong Green Living Plan into an equally strong Let Your Green Show communications campaign. It will launch sometime in late Spring and summer. Tenzing creative and strategy is the root of the program.</p>
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<tr><td class="design"><img src="images/1-7-go.gif" width="180" height="53" alt="Who would have thought."/></td></tr>
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<p>Apparently some of those who used to ride RIM’s coat-tails are now riding their doom loop for as much green as they can grab before RIM is RIP. The CEO of RIM’s ad agency (2009) took pot shots at the tech company in media recently using insider info. Self-promotion can be so shameless. Not exactly a good code of ethics, either.</p>
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<p>McKinsey (Consulting) has just offered commentary on a notion called Social Strategy Leadership; essentially, crowd-sourcing inside your organization to shape and align strategy. We call it Orienteering and we’ve been doing it for a variety of clients for over ten years. The more friends you make while strategizing on the inside, the easier it is to find new ones and traction when you go outside. If you want to learn more about it, <a href="mailto:gary@gotenzing.com">contact Gary</a>.</p>
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<p style="color:#FFF;font-size:14px;line-height:19px;margin-top:0px;">You get this periodic sampler of Tenzing thinking and news because you’ve influenced us somehow (positively). Use the links to connect for more detail. And have a euphorically wonderful day.</p>
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<tr><td class="design"><a href="http://www.facebook.com/cmha.ontario/app_174319172686695" style="display:block;height:402px;"><img src="images/2-2-cmha.gif" width="288" height="402" alt="The Facebook App: how 689 followers becomes 10,000+" border="0"/></a></td></tr>
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<p>Using a fun, illustrated approach, we inspired Facebook users to check in online during The Canadian Mental Health Association’s Mental Health Week (just past). The Tenzing, Air Miles, CMHA co-promotion lifted Facebook followers from 689 to 10,000+ in just a few weeks – without any media support whatsoever. Nice.</p>
<p><a href="http://www.facebook.com/cmha.ontario/app_174319172686695">Here’s the site</a> – how’s your mental health? <a href="mailto:henry@gotenzing.com">Henry Wong</a> is standing by to help you understand Facebook’s role in your communications mix.</p>
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<tr><td class="design"><img src="images/2-3-557.jpg" width="288" height="128" alt="557 interactive campaigns later"/></td></tr>
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<p>Tenzing President Gary Lintern was a judge (and jury) for the 2012 Applied Arts Interactive Awards issue to be published at the end of the summer. In just over two weeks, he reviewed over 557 submissions. That’s frightening – it’s also enlightening. Here’s the Reader’s Digest version of what he learned:
<p><strong>• An impression is a fairly useless metric for interactive (which is about engagement by its nature; an impression is not a measure of engagement).</strong></p>
<p><strong>• There is some great work out there (Doritos, Milk Missing Kids); truly interactive campaigns as opposed to endless repurposed TV ads on YouTube.</strong></p>
<p><strong>• There is some terrible work out there; especially by the beer companies that keep recycling Bud Lite campaign humour, done so well, but so long ago.</strong></p>
<p><strong>• The clutter of promotional online flotsam and jetsam is overwhelming – it becomes a blur, and that’s very close to how it feels in real life as ten messages across five different media simultaneously bombard you every second.</strong></p>
<p>Based on what I saw, one has to assume way less than anyone suspects is actually making any difference whatsoever to anyone who matters. I’m also quite sure interactive, online, content-driven and traditional media all work just fine in proper and audience-relevant doses. More than ever, it’s the quality of the work that makes a difference (and that doesn’t mean the size of the budget).</p>
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<tr><td class="design"><img src="images/2-4-learn.gif" width="288" height="94" alt="What we've learned lately"/></td></tr>
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<p>Tenzing Media Guru, Bev Rock, is ready to chat about Real Time Bidding for unsold online advertising inventories whenever you’re ready. One piece of advice: It’s always best to pick one provider for your entire RTB budget – to avoid bidding against yourself in this extremely fast-paced, overlapping and automated process. <a href="mailto:bev@gotenzing.com">Ask Bev for more information</a> – she has an exciting little chart about how it works for those of you who prefer visual learning.</p>
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<p>Dan Rempel, Tenzing’s Director of all things Digital, found an interesting piece on an easy way to do A/B or split testing on a web site (a way to determine the impact of changes and modifications to your web site). Optimizely.com is one tool – Google also launched Experiments. Okay: having some back up for the choices you make is very good; but is it all good? A/B can cause search engines to view your site as suspicious. Metrics inside the site can have a positive or negative impact outside or elsewhere on the site. Results need to be statistically significant – at 1,000 impressions, you need a 6.3% difference. Are you getting that kind of traffic? Dan has lots of opinions – <a href="mailto:dan@gotenzing.com">send him your questions</a> and he’ll respond pronto.</p>
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<p>Strategy Chief Tony Pepper wants to know: Is it Facebook or GM who has the right of it? Is there value in being friends online? Or is GM out to lunch when they pull their $10 Million Facebook advertising allocation? There’s a good discussion in the latest Harvard Business review about it – including comments that challenge GM’s thinking by no less an authority than Ford. <a href="mailto:tony@gotenzing.com">Tony’s ready to share this with you</a> when you’re ready.</p>
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<tr><td><a href="mailto:gary@gotenzing.com" style="display:block;height:210px;"><img src="images/2-5-cta.gif" width="288" height="210" alt="What do you want to know next? Send us an email." border="0"/></a></td></tr>
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<tr><td class="design"><img src="images/3-1-news.gif" width="156" height="70" alt="$140 Billion & Tenzing"/></td></tr>
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<p>Russell Investments ($140 Billion in assets under management) is a skilled and significant investments company based in Seattle with Canadian offices in Toronto. As of a few weeks ago, Tenzing is now Russell’s much smaller, yet no less skilled brand and communications agency. To say we’re excited doesn’t do our heart rates justice. Russell uses words like <em>non-negotiable integrity</em> in their values; meaningful language is a wonderful thing. We’ll be doing our best to start spreading their words over the next few months.</p>
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<tr><td class="design"><img src="images/3-2-insight.gif" width="156" height="97" alt="Just because you can, should you?"/></td></tr>
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<p>The factoids below offer a little insight into using texting as an intrusive marketing tool:</p>
<p>(1) 94% of all text messages are opened <em>immediately</em> upon receipt.</p>
<p>(2) 91% of consumers have their cell phone <em>nearby</em> 24/7.</p>
<p>(3) The average person responds to a text message within <em>90 seconds</em>, but it takes <em>90 minutes</em> to respond to an e-mail.</p>
<p>So the question is, would you? Would you use mobile texting (location-triggered or direct messaging)? Should you? Do you want texts from your financial institution or the fund-raising company who got your name from the hospital you last visited? Not so sure about that. <a href="mailto:gary@gotenzing.com">But you tell me – Gary</a>. And we’ll debate it.</p>
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<tr><td class="design"><img src="images/3-3-zinger.jpg" width="156" height="182" alt="New Zinger – Photo of Kate Rapson"/></td></tr>
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<p>Kate Rapson has joined Tenzing as a Senior Project Manager and Public Relations specialist. She’ll take on the Libro and Ontario Brain Institute relationships, Chapman’s Ice Cream (oh yes) and support all our PR efforts in the business. Kate is an award-winning scribe with years of agency experience in both Canada and California working in the hospitality, high tech and consumer marketing sectors.</p>
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<tr><td class="design"><img src="images/3-4-clients.gif" width="156" height="76" alt="Our clients win"/></td></tr>
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<p>Tenzing earned three MACU awards at the Annual Credit Union marketing Conference this past week. Libro’s new interactive web site won top honours while FSCU brand and Northern promotions each earned recognition. We’re happy for all of them. We also won three IABC awards in London for Libro, Chartered Business Valuators and Dead Elephant respectively.</p>
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<tr><td class="design"><img src="images/3-4-dev.gif" width="156" height="51" alt="In development"/></td></tr>
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<p>We figured out the purpose statement for our new digital concept company – The Enginery: We will deliver scalable innovation services using technology developers, marketers, content specialists, designers and business strategists who are focused on the creation of digital platforms to facilitate collaborative relationships between people, data, experiences and the technologies used to connect them. We need to lose a few words and complex sentence bits, but we’re almost there.</p>
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<td><a href="http://www.tenzing.co/"><img src="images/images_18.gif" border="0" width="628" height="115" alt="Tenzing – branding, communications, orienteering." border="0"/></a></td>
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<p class="tzFooter2">Tenzing Communications Inc. | 80 Spadina Av. Suite 405, Toronto, ON, M5V 2J4 | 615 Wellington St. London, ON, N6A 3R6</p>
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