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.

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WE (HEART) RESULTS
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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.

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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.

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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.

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GO FIGURE!
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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.

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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,
contact Gary [mailto:gary@gotenzing.com].

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THE FACEBOOK APP: HOW 689 FOLLOWERS BECOMES 10,000+
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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.

Here’s the site
[http://www.facebook.com/cmha.ontario/app_174319172686695] 
– how’s your mental health? 

Henry Wong [mailto:henry@gotenzing.com] is standing by to help 
you understand Facebook’s role in your communications mix.

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557 INTERACTIVE CAMPAIGNS LATER
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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:

• An impression is a fairly useless metric for interactive (which
is about engagement by its nature; an impression is not a
measure of engagement).

• There is some great work out there (Doritos, Milk Missing 
Kids); truly interactive campaigns as opposed to endless 
repurposed TV ads on YouTube.

• 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.

• 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.

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).

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WHAT WE'VE LEARNED LATELY
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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.  Ask Bev for more information
[mailto:bev@gotenzing.com] – she has an exciting little chart
about how it works for those of you who prefer visual learning.

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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 –
send him your questions [mailto:dan@gotenzing.com] and he’ll
respond pronto.

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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. 
Tony’s ready to share this with you [tony@gotenzing.com] when 
you’re ready.

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$140 BILLION & TENZING
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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 non-negotiable integrity
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.

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JUST BECAUSE YOU CAN, SHOULD YOU?
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The factoids below offer a little insight into using texting as
an intrusive marketing tool:

(1) 94% of all text messages are opened immediately upon receipt.

(2) 91% of consumers have their cell phone nearby 24/7.

(3) The average person responds to a text message within 90
seconds, but it takes 90 minutes to respond to an e-mail.

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.  But you tell me – Gary. And we’ll
debate it.

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NEW ZINGER
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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.

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OUR CLIENTS WIN
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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.

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IN DEVELOPMENT
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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.

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What do you want to know next?
Send us an email [mailto:gary@gotenzing.com].
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Tenzing Communications Inc.
615 Wellington St. London, ON, N6A 3R6
80 Spadina Av. Suite 405, Toronto, ON, M5V 2J4

http://www.gotenzing.com
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