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Article d'intérêt
Johanna Raynaud
2008-12-19 09:29:13
Médias

"Corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them. Furthermore, the consumers who say they trust these blogs are the most likely to trust all other sources of information. Does this mean you should give up on corporate blogging ideas? No, but you certainly ought to be strategic about them. Blogs that talk mostly about your products often aren't worth the effort. But blogs make sense if they demonstrate thought leadership; fit into a larger groundswell strategy with communities, videos, or the like; or allow PR groups to respond to groundswell threats."






























Source : http://blogs.forrester.com/groundswell/2008/12/people-dont-tru.html




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My latest existential dilemma: or Ramblings on Stuff…
Emily Bradshaw
2008-12-04 15:37:03
Society

Is there anything we won’t do for more stuff? How much stuff do we really need? Does all this stuff make us happy? And… are the holidays really about all this stuff?

I’ve never been one to love frenzied holiday shopping, or just plain old frenzied shopping, for that matter. The pressure of finding just the right thing amid stifling crowds of stressed out shoppers (including myself) just isn’t my cup of tea. Never mind fighting for a parking spot (even one that’s far away). Preferring to do my shopping online or during quieter weeknights, I figured my evasion of holiday madness was just a way to save my sanity. Apparently though, it could also save my life. It would seem that these days shopping for stuff or working in a store selling stuff during the holiday season can be deadly.

I exaggerate of course; shopping is usually perfectly safe, even in a crowd, unless you are the unfortunate Wal-Mart worker in Valley Stream, New York who was trampled to death after shoppers broke down doors to enter the store at 5 a.m. on Black Friday. What a senseless tragedy.

First of all, that there were enough shoppers at 5 a.m. to break down the door boggles my mind. Secondly, that they were even breaking down the doors?! How badly did they want to get in? Pretty badly, I’m guessing…. Wal-Mart must have some great stuff.

What does it say about our culture that a person can lose their life because some impatient shoppers had to be first in the store? Is the stuff in the store so important that it makes us lose our sense of respect for others and for ourselves? Do people really want to get rid of their money that badly? Was the sale worth it?

There has been a lot of research into crowd psychology and I won’t pretend to understand how this could have happened, but it would seem to me that the lure of the stuff in the store was just too powerful.

More and more, lately I have been questioning my own desire to buy stuff as a way to make me and others happy. The fact that I’m questioning though, has not necessarily meant that I’m holding back. But I suppose that it’s still a good first step, no? Questions or no questions, I still find myself succumbing to the lure of instant gratification, be it a new purse, sweater, pair of shoes, etc. But does all this stuff make me happy? Yes, for a time. But for how long will the feeling last? How long until the next purse, sweater, pair of shoes, etc. in the store calls out to me? How long until I succumb to the lure of the next great thing? Would I ever break down a door for something I want? I certainly hope not, but all the same, the compulsion to have it is sometimes stronger than me. Scary that stuff can have such a strong hold over us.

And why is it that at every holiday, we feel the need to buy our loved ones so much stuff? The thought of making someone I love happy by giving them something they really want makes me feel good, but is it the best way to show them I love them? Seeing my husband’s face light up when he opens up his present on Christmas morning will certainly make me feel warm and fuzzy inside and isn’t that worth something? Or could I just give him a big hug and expect the same reaction from him and the same sense of satisfaction for me? Would I be happy with a hug for Christmas? Not likely. Maybe stuff does have a place and can help us in our quest for happiness, but perhaps it should just be part of a greater overall happiness strategy. Everything in moderation after all, isn’t that what they say?

But why is stuff so important to us? Are we trying to fill a void with stuff? Are we bored? Stressed? Are we uncomfortable with ourselves? Are we trying to avoid something? Numb something? Have we lost touch with something? Perhaps it is more about how the stuff makes us feel about ourselves than the stuff itself. Are we looking for confidence through our stuff? Are we trying to be cool? Does our stuff give us a feeling of belonging or of having attained a certain status?

Can we feel good about ourselves without all the stuff? My guess is yes - we can probably feel even better about ourselves without all the stuff. Someday I may be brave enough to test out my theory, but for this holiday season I will go on buying stuff for me and for my loved ones (hopefully without killing anyone in the process). But I will try doing so with a little more prudence and with the knowledge that it’s just stuff and that to find true and lasting happiness I will have to do more than spend money.

…and you can be sure that you won’t see me anywhere near a store at 5 a.m. (or at any other time) on the busiest shopping day of the year…

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Éco Haute Couture VS blogosphère
Johanna Raynaud
2008-11-03 13:04:50
Agence de RP

Eska vient de lancer sur le marché HRI (hôtel, restauration, institution) une nouvelle bouteille en aluminium faite de 65% de matière recyclées et 100 % recyclable ! Ces bouteilles seront disponibles au grand public dans les prochains mois.

La bouteille est super design, unique en son genre et vise une clientèle jeune, branché, glam-chic. Quoi de mieux que d’exploiter une commandite à la Semaine de la Mode de Montréal pour lancer cette bouteille dans le monde des médias ?


Vous voulez du glam, alors vous auriez dû être là entre le 14 et le 17 octobre au Marché Bonsecours ! Designers, artistes, mannequins et paillettes étaient au rendez-vous….

Eska pour l’occasion avait fait appel à une jeune designer montréalaise, Charlene Chan pour créer deux robes en utilisant l’aluminium des bouteilles - éco-haute-couture ! Que d’étincelles ! Les deux jeunes hôtesses ont remporté un succès fou dans ces robes tout au long de l’événement et ont quand même distribué près de 10 000 bouteilles en trois jours !

















Notre « buzz » ? Une petite invitation VIP à quelques blogueurs qui aiment le glam et les brillants. Quatre blogueuses, folles de mode ont eu la chance d’assister à un ou plusieurs défilés lors de la Semaine de la Mode de Montréal.

Quand la blogosphère s’insère dans la jet-set québécoise cela donne ça et ça ou encore ça...


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À quand « Barbie au Sénat » ?
Elaine Mayrand
2008-10-03 15:49:39
Société

Comme plusieurs, je suis avec intérêt (et parfois avec stupéfaction!...), la campagne présidentielle chez nos voisins du sud… Le long duel Clinton-Obama était parfois essoufflant, mais rarement inintéressant…

À plusieurs reprises, j’ai sourcillé en voyant certaines photos de Mme Clinton dans les médias. Des clichés vraiment, mais alors là vraiment, très peu flatteurs…. Vous me direz que les médias n’ont pas pour mandat de faire bien paraître les politiciens, pas plus que les politiciennes… bien évidemment!

Mais il n’en demeure pas moins que les plans très rapprochés, pour être certains de bien montrer les petites rides de madame, qu’elles soient d’expression ou d’expérience, étaient nombreux… Ou du moins plus nombreux que dans les photos de l’adversaire… Du moins, c’était ma perception…

Bien sûr, vous me direz, Obama étant plus jeune, il était plus difficile de montrer ses rides…et ses poignées d’amour sont inexistantes…

La question embêtante est la suivante : aurait-il fallu que les médias soient complaisants avec madame pour égaliser le traitement… ou juste plus équitables?? Hum…

Dans un élan d’autocritique, il m’est arrivé cependant de me demander si les clichés étaient objectivement moins flatteurs, ou bien était-ce moi qui accordais trop d’importance à l’allure de la candidate? (Je me souviens d’une allocution, à l’occasion d’une primaire, où j’avais été carrément distraite par un certain veston jaune canari… au point d’en oublier d’écouter les propos!). Difficile à départager, mais sachant l’importance accordée à l’image des femmes, je persiste à croire que si madame Clinton avait remporté l’investiture et participé à la campagne présidentielle, on aurait sans doute vu ce phénomène se poursuivre, voire s’accentuer.

Suivant l’arrivée remarquée de Mme Palin il y a quelques semaines, on a droit à l’autre bout du spectre… Là c’est carrément « Barbie goes to the White House »… Vous me direz que jusqu’à présent la candidate à la vice-présidence n’a pas ébloui par sa maîtrise du contenu, mais j’ai cependant l’impression que personne ne s’intéresse à son « contenu » de toute manière… à commencer par ses plus ardents supporters!

Quelques heures après sa nomination, les montures de verres correcteurs « à la Sarah » étaient en rupture de stock, et depuis, Mme Palin a toujours le tailleur parfait, le chignon parfait… et la photo parfaite!

À quand « Barbie au Sénat », et « Barbie aux Nations-Unies » ? Visiblement, il y a un marché…

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When you can’t control the timing
2008-09-11 10:57:07
Society

I read today with interest in Infopresse’s daily electronic newsletter of the new campaign that Cossette and the Quebec Dairy Association are launching to promote the consumption of Quebec cheese.

While I’m a huge fan of cheese (and a dairy supporter in all ways, even for the ten years when I was a vegetarian), I can’t help but think that the gang over at the Diary Association must be cursing their luck that this campaign, which no doubt has been in the planning for some time, appears hot on the heels of front page stories showing thousands of kilos of Quebec cheese being thrown out for risk of being contaminated with listeriosis.

The ad campaign does not address this issue, of course, since it was designed to promote the consumption of cheese and was assembled prior to any bad news in this regard. Of course, advertising can be used in crisis and issues management: Pepsi’s example when the accusation of finding syringes in their soda cans was found to be fabricated is one of my favourites: “Pepsi is pleased to announce… Nothing.” But this is not one of those cases; it was just a cruel irony that the advertising campaign came out when the issue of Quebec cheeses is in the media, and not in a good way.

What can you do when you plan to make an announcement of some sort but the timing backfires on you: a protest march takes place the day you want to launch a new product, a competitor beats you to the punch by one day, your CEO is caught in a scandal the day before you were set to announce a new acquisition. While you can’t always control the circumstances, good issues management should have meant that you were able to forecast to a degree, through issues monitoring and scanning, what was happening out there that could have an impact on your news.

And when the show absolutely must go on and delaying the launch of an ad campaign is impossible, then at the very least, you need to train your spokespeople to be able to handle the inevitable questions that the unscheduled news is forcing on you. Although you’ve been caught unexpectedly, you can still be proactive: have messages ready to respond to questions that could be posed in the new context and continue to support your launch messages in ways that don’t draw any more attention to the “issue” -- but don’t ignore it either.
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