Self-Portrait 2020

Purpose

A Story About Tripping Over Bread

As things have taken a doubtful turn, I race to the corner of the intersection, moving my head to the back to check for traffic turning right. I am mighty in this sweater I proclaim, not wearing it on my run, but in my head as I write about running. I cross over a slippery yellow grid and see three bright orange pylons. There is a construction site to my right, and a small mall with a Bell store and I always seem to think a Cobs, but there isn’t. This is the fastest I’ve gone in it must be over a year, I thought. I felt impressed with my speed but knew I still had a long way to go. Will there be a huge difference once my shoes stop blinking purple? The lights were slowly changing to green, then orange, then nothing. I could see the lavender bear making its way over the crest of Gladwin Rd, heading toward Mission, where the Vedder river was, and Chilliwack. My heart was in the that town for some reason. The bread? The bread would be over on Monday, so better start relying on something else for pleasure, I thought. I was already home, wiping the rain off my make-uped brow and scanning the kitchen for my pint of water. The bear’s cries could be heard, and thunder rang in the deep blue sky. RipnDip, I thought, taking my hoodie off. The scars on my back were getting better. It just took a little temper, and ignorance for it to heal itself back to smooth, normal skin. Vanity or was it purpose? What answer do you recommend?

Who Are We Campaign – Identifying Top of Funnel Marketing Strategies

This all began at the end of the day, Friday afternoon.

I was leaving i-Open a little bit late. I was put in charge of sending out a Stablebuzz priority newsletter speaking on frameworks released by leading equestrian organizations ensuring a safe return to work for stable owners. My managers (I pretty much work with only managers) were stuck in meetings all day and I was waiting for one to review the final test newsletter. I couldn’t go without his approval. Anyway, long story short, I was finally finished and hopped into the elevator with another man standing there. I did not know who he was, but he definitely worked in the building. He moved into one corner because of COVID-19. He asked how everything was going in the office with us all being back and followed with a classic job interview question: what do you guys do there? I was quick to respond, we’re a tech company and he laughed saying that’s obvious, but what do you do there?

We are all told to have an elevator pitch prepared, but who else only reserves coming up with one for special presentations and interviews? This campaign is based on that idea. The idea that we assume our audience are experts, primed in communication and language technologies. But the truth is, this may not be the case. I’ve spoken with countless business owners, in one role trying to sell digital marketing services. As touchpoint rules say, it always took 3-5 interactions before they were really willing to talk to me. First interactions were like this –

Hey there!

My name is Chona, I work across the street at a company called VanWhistle Media. Do you have some time to speak?

Business owner: Hi. Not really. I am busy at the moment.

So, as you can imagine, not much more can be said there. I could either say no worries, and leave, or, I could provide a more basic, and general description of my goal.

Ah, no worries! I can imagine you are super busy. I have a one-pager that describes what we do with a little more detail. It’s easy to read and my card is attached, so please reach out to me if you have any questions!

Our immediate messaging must be enthusiastic, and look after our audience’s basic needs. Once a certain level of safety or security is established then perhaps, we are able to provide a little something more. Using a hook, we can then present a very basic/general value proposition. In this case, the hook is the one-pager. (I can never forget and it always works out this way – the medium is the message à la M. McLulan!) The value in that is that yes, perhaps the business owner was truly busy, but this does not mean they are not interested. The one-pager gives just enough information to get them hooked. Then once they realize they have interest the relationship begins.

So, why are we in this relationship? As Ezra Firestone, marketing maven and e-commerce guru would say: this is the game. We are all people and we are essentially communicating through various mediums. What this means is that, we are all on the same level in one way or another, however we must learn how to communicate with each other using said various mediums. As a marketer, this means not making the assumption that my audience is interested in what I have to say, but moreover is interested (subliminally) in HOW I am saying it.

I’m about halfway through a Facebook ads mastery course and in the process I have developed a creative ad campaign strategy that touches on the essence of why our group at i-Open Technologies is doing what we’re doing. I’m excited to present it to my team this Friday! Cheers!

Recent MART

If you follow along my wonderful journey you would know what MART means! Here are some new adventures inspired by Archie comic books, Sigmar Polke and David Hockney always. I miss making random stuff. I truly exist as an abstract artist, perhaps one day I will own a beautiful big studio with lots and lots of paint! Hope you enjoy these and if you have any thoughts or comments, please do share them!

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Elevate Your Marketing Approach

It’s been a while since we’ve presented. With everything going on – ‘the virus’ (as my daughter likes to say), working from home and adjusting to business challenged by a paused economy, we’ve put a hold on Marketing Training. To be honest with you, I’m just amazed to hear about some environmental happenings – jellyfish swimming in the Grand canal for example, just astonishing. Perhaps all this social distancing and staying at home will amount to noticeable improvements in our current climate. That’s something that actually matters today. I have a theory on how COVID-19 relates to AI, but that’s my vision, for now, have to figure out how to break it down first before I go off as I do, you know the gist. For now, here’s a presentation on elevating your marketing approach. Enjoy!

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AI

Strategy

According to Jeremy Heimans and Henry Timms, authors of Understanding “New Power”, cooperation is “rewarding those who share their own ideas, spread those of others, or build on existing ideas to make them better.” This may be false. Cooperation is a tricky territory to navigate, especially within an environmental or technological domain. Still, a significant paradigm shift to consider – if we are moving forward, we must let go of ownership and authority to create a new wave of energy. This energy or humanistic data governance (AI) describes every interaction (digital and human) we make, and we should comply accordingly. As a writer, this can mean less writing. As a business owner, this could be thinking more dynamically. Energy is a force. It is in itself a superstructure.

New power models will always have limited influence and impact unless they are operating within a superstructure designed to play to their strengths. 

Governance

The idea of new power is not new. For centuries, humans have searched for ways to influence society, and it is no different today. One thing’s for sure, in environmental technology (purposeful applications that utilize digital environments to authenticate realities), a ‘superstructure’ is required to transform high-level ideas into physical products. We lose product direction without a proper process (energy) in place.

AI is fluid, though noninterchangeable and can digress. A physical product is a term best used to describe an outcome. In digital reality, a new power takes actionable items related to spatial and non-spatial information to influence a decision-making process, which leads to a result.

An example of this is a dream. So, on a larger scale (the dreamscape), new power (our human ability to dream) can affect human mentality (how we feel when we wake up), it can direct human conversation (self-banter), and ultimately, it can change the way we do things (feeling sad instead of happy). Product direction requires a dream, one that can be unlocked following precise steps, as if when you awoke from your dream you could remember every vibrant detail.

New power operates differently, like a current. It is made by many. It is open, participatory, and peer-driven. It uploads, and it distributes. Like water or electricity, it’s most forceful when it surges. The goal with new power is not to hoard it but to channel it.

 Branding

I wouldn’t put it any differently. New power disables groupthink. The main distinction is that peers are not forced to agree with ideas, but rather can propose alternatives or contrasting ways to look at situations. Energy has a voice and the voice has a force. Individually, we can select bits and pieces then take what we choose to be the most vital outcome or result.

It is easy to hoard ideas, hence why we share ideas through various modes of communication (social media, ads, websites). At the moment where ideas surge (individual brands becoming a full brand suite), we can use the opportunity to address a group of topics (CitizenAi) so that a more specific and arguably necessary topic can arise (how do we take a humanistic behavioralist approach to products).

Digital branding takes us back to a commonplace, to a dream, in an abrupt fashion (it is constantly changing). The current social atmosphere lets us choose how our human mind responds to digital anomalies (do we create or does creation make us), and when we are rendered incapable of seeing (becoming incapable of interpreting data), we know that it is time to try a different strategy.

As new power models become integrated into the daily lives of people and the operating systems of communities and societies, a new set of values and beliefs is being forged. Power is not just flowing differently; people are feeling and thinking differently about it. 

Security

This is AI. Models, in essence, switching established paradigms into new sets of values and beliefs. It impacts people and precisely their emotions, behaviours and insights. We can sense the change; we just haven’t figured out how to contextualize it. Digital branding gives us the power of autonomy – it integrates into our daily lives, and it is the marketer’s responsibility to make the message loud and clear – we are not scared of machines, we are still in charge.

14 – Alice

How long has it been? Alice combed through her blonde hair with a piece of honeycomb she found under a tree. There was no one else in the forest today. A deep and thick fog covered everything, except the very top of the trees. Alice peered up and saw an entranceway. It was in the shape of an eye and blue cartoon birds flew through it, looking for food. I have food here, she thought, squishing her honeycomb in her dry hands. It was rather crisp and some of it just crumbled apart. Alice squished her nose and dropped it, wiping her hands on her pinafore. So, now you think we’re talking about cartoon Alice here don’t you? Is it because no images have been shown of our true character Alice? Well, let’s take a second then to describe what she looks like. But beware. She screams when she hears people talking about her. Even if it’s nice things. But I believe her screams aren’t scary or terrifying or an indication of danger. She’s just a kid, that Alice. In fact, she’s only 3.