May 19, 2020

Is your marketing game a proven winner in the Canadian market?

Kate Supino
3 min
Is your marketing game a proven winner in the Canadian market?

A well-executed marketing campaign can increase your revenue by unlimited amounts.

Meantime, a poorly executed marketing campaign on the other hand can cause a reputation nose dive that can be difficult to pull out of.

Here are just some of the worst marketing mistakes you can make:

1. Being vague about your identity

As with face to face contact, we all like to know who we're dealing with. If you're vague about your corporate identity, people won't trust you, they won't recognize your brand, and they won't buy from you.

One Canadian company that understands the importance of brand identity is The Avenue Gallery of British Columbia.

Their emails are always branded with their company logo clearly visible whenever anyone opens their marketing materials.

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2. Being vague about what you want

As the following article looks at, of the 5 worst marketing mistakes to avoid in your marketing campaign, this is perhaps worst.

If you are unclear about what you want your customers to do with the information you've just given them, several negative things result.

First, you've just wasted your money. You might as well have just thrown all that marketing money down the drain if you don't have a clear call to action.

Second, you've wasted your time.

Why spend time creating a marketing campaign that will have no measurable results?

Third, you've wasted your customers' time and attention, which is the most egregious of sins. You'll be lucky if they give you the time of day after making them read through your marketing materials with no result.

The Wine Station, of Ottawa, Ontario, only contacts customers when they have something to offer, such as a limited time discount coupon.

Customers understand that they are being offered the chance to get a good deal on wine products, which presents a clear and valuable call to action.

In addition, the Wine Station can easily measure the results of their marketing campaign by keeping track of how many of those coupons are used.

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3. Being Out of Sync

Irrelevant marketing messages or ones that are off-time are more examples of wasting your marketing money and your customers' time.

Sending Mother's Day shopping gift ideas a day before the holiday doesn't add value to your customers' lives. Neither do newsletters filled with tips on how to get a great tan help seniors who have mobility issues.

Make sure you are in sync with your customers' needs and interests, and don't bother your recipients with offers that arrive too late for them to do anything meaningful with them.

Island Natural Markets in Nanaimo, British Columbia sends out timely holiday marketing materials in a timeframe that allows their customers' to plan ahead and take advantage of their special holiday pricing.

With newsletters filled with recipes, inspirational photos and coupons, they make sure their marketing materials add value.

For all the money your company spends on marketing, don't you want your dollars to get you the best ROI possible?

Avoid these costly mistakes in your next marketing campaign.

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About the Author: Kate Supino writes extensively about best business practices.


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Jun 21, 2021

How AWS helps NASCAR delight its fans

3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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