Archive for the Knowledge Category

Project Kaisei

Posted in Inspirational, Knowledge with tags , , , on May 3, 2010 by akila004

You’ve all heard about this huge plastic garbage that is hanging out in the middle of the ocean. Not enough people talk about it.

When one of my friends sent me an email to announce that she was hosting the premiere of a documentary discussing the issue, I was stoked there was someone out there speaking up. Project Kaisei is the work of a group of people dedicated to educate others and find solutions to the problem.I went to see the documentary and what’s going on is bad.

Here are a few links that you should check out:

– CG


Bottle Betty Launches its Website

Posted in Knowledge with tags , , , on April 8, 2010 by akila004

Bottle Betty “The bikini that pops tops” just launched its website. Their line is hot, original and brings a new flair to bikinis. Check out their new 2010 Spring line!

“5 Ways to Avoid Sabotaging Your Personal Brand Online”

Posted in Knowledge with tags , , on March 4, 2010 by akila004

I love They always have great insights, resources and topics.

For those who are unfamiliar with social media, you should subscribe to their feeds. Anyway, I thought I would share these 5 simple, yet useful thoughts from Dan Schawbel on “5 Ways to Avoid Sabotaging your Personal Brand Online”. Take the time to read, I am sure some of you might have forgotten some of his points.

1. Don’t ignore brand mentions

2. Don’t spread yourself too thin

3. Know your audience

4. Limit self-promotion

5. Be consistent.

– CG

What is the future of mobile marketing?

Posted in Knowledge, News Wire with tags , , , on February 24, 2010 by akila004

In a previous post about mobile marketing, we shared with you our insights on a newly used technology offered by a tech company called Solid Media. The feedback we received about this product was actually very mixed. Some companies thought it was an amazing tool to create a deeper connection with its customers, while others remained skeptical about the extent to which this technology could go against consumers’ privacy (and so was I). But truly, which “new” technology hasn’t endangered our privacy?

Regardless, I was pleased to see that one company is doing the test. North Face. They are launching a mobile marketing campaign, where they will be sending informational texts to customers walking nearby their stores. The content of the messages will vary from discounted items in the store to weather alerts and outdoor sports news. You can find more information on

– CG

A Whole New World…

Posted in Knowledge with tags on November 16, 2009 by Artform

This past weekend I was talking to a good friend of mine who is reviving a skate company that had been around in the early 2000’s but folded due to normal business circumstances – undercapitalization, lack of resources, increasing competition, etc. I had always liked the brand and I know most people did as well. So when I heard it was coming back I was immediately stoked.

I then asked my friend the million dollar question (in my mind at least), which was, “what are you guys going to be doing for marketing”? He then proceed to tell me that they were going to sponsor a few pros and run a few ads, that was it. Now… working in the skate industry for many years I do understand the importance of pros and print ads. However, I do believe we are entering a new dawn where there are numerous ways to increase a brands presence outside of Print and Pro’s.

It should be noted that this is the exact same strategy that the brand used up until they closed for business close to ten years ago. Does that strategy still work? Will it work again? Are they looking for different results? I think of it like this… the core consumer ten years ago is now in their 20’s and may or may not still be skateboarding. Their new consumer is online and on their phones all day long. Being proactive online is not even an option. It’s also very inexpensive and often free. My suggestion is to build and maintain their online properties first and foremost. Here is a really good article I found on the New York Times about marketing a small business on Facebook.

Here is a bit of outlook… as I write this blog I have my screen split in half with Sesame Street playing on one side and this blog post on the other, 10 seconds ago I was checking twitter updates on my iPhone and yesterday I watched a new skate video that was recently released only online and I am not anywhere near as savvy as the tween market when it comes to the wonderful world of web.

Print and Pros are important yes, and they always will be in this industry, but the times they are a changin’, is your marketing approach changing as well?


“Where’s Waldo?”

Posted in Knowledge with tags , , , , , , , , on November 6, 2009 by akila004

Last night, I attended “Where’s Waldo”, a social media discussion featuring great panelists, experts in the social media craze:

– Jonathan Rosen, Lucky NYIMG_1030

– Cameron Olthius,

– Scott Tilton,

– Emily Goligoski,

– Jonathan Nafarrete,

– Greg Cargill,

The conversation was centered around Influencers online and using them in your social media campaign:

– Who are they?

– How do you find them?

– How do you approach them to talk about what you’re selling?

– How do you measure your success?

– And how do you handle negative feedback from these influencers?

It was one of the best panels I have listened to so far. Everybody had lots of energy, they definitely knew what they were talking about and provided great insights to people that don’t know much about social media.

Here is a quick recap for those who missed it! Let’s get back to the questions above:

– Who are they? Influencers are the people who create compelling content to others. Their feedback shapes others’ opinion on a product, service, and so on.

– How do you find them? This takes time. Use sites such as Google Blog. When looking at potential Influencers, you have to evaluate factors such as number of subscribers, number of followers, friends, and content of whatever social media platform they use (FB, Twitter, Youtube, Blogs, etc.). You also cannot forgot those “Hidden Influencers”, who might not come as Influencers at first because they run a smaller blog or have fewer followers, but actually provides content to quality people that have a larger network of “friends”, “followers”, “subscribers”, etc. Basically they act as connectors to bigger Influencers.

– How do you approach them to talk about what you’re selling? The “pitch” needs to be extremely authentic and personal. You cannot be pushy and expect the Influencer to talk about your product, service, etc. First, do you homework. Go over the Influencer’s blog, content, interests, etc. to capture information that will help you connect with them. So use this information in your pitch, so when the Influencer reads it, first, he is stoked you actually pay attention and care about what he does, and second, you provide him with information that is relevant and compelling to him/her/

– How do you measure your success? The panelists agreed that positive feedback is extremely valuable. BigMETHOD, a social media agency, compares social media campaign success to advertorial and show the added value of positive comments by an Influencer speaking to a large audience of Followers and other Influencers. There are also a large number of tools out there that helps you track your social media campaign results. Google Analytics has been brought a few times as being an essential.

– And how do you handle negative feedback from these influencers? After pitching a blogger, if he ends up talking poorly about your product or service, don’t get mad, write him back thanking him for his feedback and indicating him that you took note of his comments and will do your best at making the necessary changes to improve the product or service. They typically appreciate the open and honest communication and might write something nice about you.

The event was brought by Espree Devora (Owner at ZexSports) and Sabrina Hayat (Graffy, Inc), moderated by Denise Garciano (Social Media Manager at PacSun) and sponsored by Barefoot Wine and Red Bull.

True Mobile Marketing

Posted in Knowledge with tags , , , on October 22, 2009 by monskeez

Our phone has become more than our daily companion. What started with the IPhone and Apple’s App Store has transformed the way we access information as an always-on consumer item. On top of that, it has created a new marketing opportunity for companies to introduce their own applications and engage consumers wherever they are now.

Now let me tell you about a technology that will work hand-in-hand with your phone and will increase marketability even further.

Untitled3The technology I am talking about is offered by SolidMedia Inc. and is no bigger than a home base DSL Router. Installed in a retail environment, at an event or within a trade show, it will establish contact with a consumer’s phone as soon as they steps foot into the store. If the consumer chooses to activate (opt-in) the feature on their phone, they’ll have access to everything the location (event, trade show, retailer) wants them to know: individually matched products, special offers, raffles, special services for mobile users, promotions, downloadable mp3’s … You name it, the possibilities are endless. In today’s world of applications, this technology can add significant value to reach customers and learn as much as possible about their spending habits through various tracking methods offered through SolidMedia.

Additionally, the technology called will keep track of each consumer as they walk through the store, logging in every step so the retailer knows exactly where and in front of which product the consumer spends his time in the store and so forth. The node can also be used to direct a consumer to a special in-store offer or suggest products while walking through an isle.

SolidMedia’s Node presents an exciting marketing opportunity for brands, retailers and other businesses. The technology is not competing with phones or applications, it will simply add a new way to engage the customer, who is always on their phone anyways.