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Elettra Book Club

PR agency book club

Finders & Keepers: How the world’s most powerful consumer is changing everything

This winter we’re cozying up with a few books. And if they’re good reads, we’re going to tell you about them. We're starting with Finders & Keepers, by Spring Advertising Creative Director, Rob Schlyecher.

In Finders & Keepers, Schlyecher tells us that the demographic information - age, gender, education, etc. - that marketers have long relied on to make decisions actually reveals very little about how consumers spend money. Demographic info comes up short because it does nothing to explain how a consumer feels.

There is a better way, according to the author, to understand consumers' purchasing decisions. Based on extensive research done in Australia the findings of which were tested in real estate market in the US, Schlyecher identifies two groups called, not surprisingly, Finder and Keepers. (There are actually three if you count the Finder’s upstart cousin, the Evolving Finder).

Finders value discovery and the time spent in, well, finding. When it comes to a product or company, they like information - they want to know about the provenance of a product and the story of how it was crafted. They value design, innovation, and authenticity. They love sharing the story of their discovery. Price is only a piece of information for the Finder, it’s not the deciding factor for their purchase. And in fact, they may be downright distrustful of a discount.

Keepers, in contrast, are very price sensitive. They like a deal, but they don’t want to spend a lot of time getting it. They value brand highly, especially as it relates to status and established trust in the product they know. They are not particularly adventurous.

How does this work in practice? As just one of many examples, Schlyecher suggests a true Finder who is a chocolate lover would make the extra effort to visit the Thomas Haas Patisserie (a bastion of authenticity and craftsmanship if ever there was one) in an out-of-the-way industrial park tucked behind an automall in North Vancouver. We suppose a Keeper with a chocolate craving would probably be pretty happy picking up whatever's on sale in the grocery aisle.

Schlyecher argues that, for several reasons including Finders not being price sensitive, companies that appeal to Finders can be recession proof. But for those companies going after Keepers based on pricing tactics, it’s ultimately a death spiral (the book offers up the poignant example of Circuit City) - that is, unless you’re Walmart, of course.

Granted, this is a massive oversimplification of Schlyecher’s thesis, but for the in-depth goods on Finders & Keepers (and how it could apply to your own company), we suggest you pick up a copy of the book. It’s a great read.

As a public relations agency,  the concept of Finders and Keepers bears thinking about. After all, PR is all about telling a story. And it works best when that story is about innovation, quality, service, and experience. In fact, PR is downright ineffectual if it’s trying to tell a lowest price story.  It would seem that PR is made for Finder companies. We’ll certainly be giving the Finders and Keepers philosophy considered thought in the future.

Two Minutes With: Lisa Edward of Studio Chartreuse

This is the second post in our ongoing series, "Two Minutes With”. We're getting to know a little more about the Elettra team, our clients, and our partners/suppliers. Today we chat with our friend and partner, Lisa Edward, Art Director/Owner of  Studio Chartreuse.

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Favourite publication:Paper Mag

Favourite social media sites or blogs: Design MilkMy Modern Met, and Dwell

Favourite quote: You miss 100% of the shots you don't take. —Wayne Gretzky

Role model: Barbara Kruger

Favourite place to visit: Cannon Beach Oregon is my favourite beach along the Oregon coast. Tons of fond memories from family vacations here throughout the years. Cannon Beach is one of those places you wished were part of your everyday walk. Incredible rocky coast with miles of sand to walk while you listen to the waves crashing…

Favourite restaurant or food: Spicy and ethnic are my go-to’s: La Mezcaleria has an amazing atmosphere and the most amazing Mescal Margaritas! Kin Kau is a new one in my neighbourhood. The combination of excellent spicy Thai food with a relaxing modern interior is the perfect combination for me.

Favourite author: Stephen King (specifically ‘The Shining’)

Morning beverage of choice: Bulletproof Coffee - gives me so much more energy throughout the day without making me jittery

Favourite spot in Vancouver: Too many to list, but one of my ‘new favourite spots’ is the new Convention Centre. I can’t get enough of the stylized 3D stack of lumber walls throughout. Did you know that there are over two acres of wood feature walls!

Oxford comma: Yay or nay? Depends on which font I’m using ;)

Favourite font: Univers Condensed, Gotham Black, HelveticaNeue-UltraLight.

What are you most proud of in your career? Being one of three women who completed the design of the Scitech Technology Center in Al Khobar Saudi Arabia.

Why do you choose to live in Vancouver? It is such a beautiful city with oceans, mountains and is the exact perfect speed for me. Not too fast, and not too slow. I worked six months in Toronto and realized that even though I often work late, I definitely relate better to the west coast speed of things.

Fun fact about you: I’m quite the computer geek and love all things technology. Whether it’s installing a better Wordpress plugin for my clients site, or setting up a VOIP telephone system so I can work internationally with clients in different countries - I love learning so much and it gives me a great sense of achievement when I’ve mastered something I knew nothing about a few hours ago.

Lights, camera….answers!
media training, interview skills, reporter, interview training, pr, public relations, media, vancouver, bc, firm, agency, consultant, company
media training, interview skills, reporter, interview training, pr, public relations, media, vancouver, bc, firm, agency, consultant, company

The phone rings. It’s a reporter. And they want to interview you. It’s a rare breed who doesn’t find themselves feeling a bit nervous, if not completely stressed out, at this prospect.

The truth is, a little bit of nervous energy about media interviews can be a good thing. At Elettra we always say, “if the thought of doing an interview doesn’t give you pause, you’re doing it wrong.” But if you get too wrapped up in the anxiety of the situation, it will make it difficult to deliver your message in a clear and compelling way.

This is where media training comes in.

Interactions with the media are unlike social or business conversations, so it’s vital for company spokespeople to enter interview situations feeling confident and prepared. Media training teaches company spokespeople how to communicate clearly, concisely, and calmly during interviews.

Elettra Communications offers a variety of media training programs to suit your needs:

Media Training 101 Workshop

Our Media Training 101 Workshop is designed to maximize learning in a friendly and fun environment. The focus here is on building comfort and confidence. These sessions typically run four hours in length, and are offered one-on-one or in a small group setting of up to four participants. The training includes:

  • An information presentation that covers media interaction theory and provides real-world examples of interview techniques in action.
  • A brainstorm around potential interview situations that spokespeople may face and key messages they want to deliver.
  • On-camera interview practice. Interviews are taped and the videos are played back for the group to review. Feedback is delivered in a positive manner, and participants learn from the feedback their colleagues receive

Media Training 201 Workshop

Media Training 201 is an advanced class that builds on the theory and practical training covered in 101. In this session we focus dealing with difficult or complex topics, challenging questions, and stressful interview situations. Sessions are approximately two hours in length. Time is spent reviewing messaging and engaging in on-camera practice. Typically, sessions have one or two trainees.

Tailored Sessions

If you have a particular situation you need practice dealing with, a group than four, or any other particular need, we can create a session just for you. Tailored sessions are available in person and over the phone.

Do you want to increase your comfort and capability in media interviews? Then talk to us about setting up a media training program to suit your needs.

Gwen Hardy and Simone Abt have a combined 28 years of experience providing media training to spokespeople and senior leaders in organizations large and small, including Vancouver Airport Authority, Starbucks, Rogers, Investment Agriculture Foundation of BC, Tsleil-Waututh Nation, City of Vancouver, JOEY Restaurants, and Trail Appliances. They specialize in creating a supportive and encouraging environment that helps spokespeople to grow their interview confidence and capabilities.

Boink Day Success
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Spring Advertising hosted their annual Boink Day today to raise funds for the Greater Vancouver Food Bank, and people were eager to jump into action.

The Spring Advertising team was there showing off their pogo stick skills and encouraging people to join them in boinking for a good cause.

Despite the typical Rain-couver weather, passersby were happy to join in or donate to help the Food Bank.The team provided music, tips, and of course, pogo sticks to anyone interested in hopping on.

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For every boink, Spring donates $0.10 to the Greater Vancouver Food Bank and for those skilled enough to boink long enough, Spring offered treats from Happy Planet and Fatburger.

Included in the great turnout from today were visitors from Vancity Buzz and Breakfast Television. Check out what Vancity Buzz had to say about the event or watch our friends from Breakfast Television give boinking a try!

If you missed out on the boinking festivities today, it isn’t too late to help out. Visit the Boink Day website to donate.

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Time to Boink into Spring Again
pr, public relations, spring, boink day, Elettra, company, firm, media, vancouver
pr, public relations, spring, boink day, Elettra, company, firm, media, vancouver

This Friday, March 20, Spring Advertising will be celebrating the first day of spring with their annual Boink Day, a public pogo stick challenge to raise funds for the Greater Vancouver Food Bank Society. They will be set up outside the Vancouver Art Gallery along Georgia Street, rain or shine, with their pogo sticks at the ready. Come down and challenge the team or boink on your own. For each pogo stick “boink”, Spring Advertising will donate $0.10 to the Greater Vancouver Food Bank. Every $1 that gets donated allows the Food Bank to buy $3 worth of nutritious fresh fruit, vegetables, canned goods, and eggs.

Feel free to bring your own pogo stick or use one on-site to celebrate the beginning of spring while helping a good cause. If boinking isn’t for you, you can bring a cash or non-perishable food donation down to the Art Gallery to show your support.

When: Friday March 20, 8:00am – 6:00pm

Where: Vancouver Art Gallery on the Georgia Street side

How much: Free of charge. All donations will come from Spring Advertising and are based on boinks.

Rain or shine, we hope to see you there!

Welcoming Our New Intern

We are very excited to welcome our new intern, Kelsi Carleton, to the Elettra Communications team. Kelsi is a second year Marketing Communications student at the British Columbia Institute of Technology and the Vice President of Operations at Enactus BCIT, a student run organization on campus. She has dedicated the past two years to her education and building her communication skills through participating in networking events, presenting at Enactus regional and national expositions, and attending local events to support the Vancouver business community.

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In her spare time Kelsi enjoys attending events including concerts, food truck festivals, and music festivals. She has a passion for travel and followed her passion by backpacking through Europe, Asia, Australia, and South America.

Kelsi gained experience in communications during her time at BCIT. These communication skills, paired with her love of events were her drivers for joining the world of PR in Vancouver. She was drawn to the opportunity of working on a variety of clients in multiple industries. Kelsi has enjoyed refining her business writing and presentation skills in school and is excited to start applying them to the real world of public relations.

Welcome to the team Kelsi!

Cadillac Fairview Announces 9 New Tenants for Expanded Pacific Centre Mall Space

Top British fashion retailer to open first store in BC

PR, public relations, company, agency, firm, vancouver, bc, retail, shopping, fashion, real estate, cadillac fairview, pacific centre
PR, public relations, company, agency, firm, vancouver, bc, retail, shopping, fashion, real estate, cadillac fairview, pacific centre

Pacific Centre shopping mall is pleased to announce a list of first-class retailers that will be moving into its 44,000 square foot retail expansion, and are scheduled to open in early summer 2015.

The stores will be accessible via a new entrance at Robson and Granville, and Pacific Centre will then extend from Pender Street to Robson Street, giving it profile and access from the city’s premium shopping strip.

The retail outlets are:

“We are thrilled to announce the arrival of 9 world-class brands at Pacific Centre,” says Tom Knoepfel, Senior Vice President and Portfolio Manager, Cadillac Fairview. “These stores will enhance the shopping experience for our customers and give them another reason to shop downtown. Having the best selection of international fashion and tech retailers in one convenient location is a key factor in Pacific Centre’s continued success.”

Among the new brands is popular British fashion label Ted Baker London, which will be opening its first Canadian store outside of Toronto. Four additional first-class retailers, which will be announced in the coming weeks, are scheduled to open their doors in the retail expansion by fall 2015.

Designed by renowned, local architect James K.M. Cheng, the new building will also include Vancouver’s first Nordstrom, spanning three floors.  The top four levels have been converted to 290,000 square feet of AAA class office space and will be home to the head office of Sony Pictures Imageworks, the Vancouver offices of Microsoft, and law firm Miller Thomson.

The expanded Pacific Centre retail space is part of the redevelopment of the city block that was home to the former Sears building.  The project, which is one of the most significant to be undertaken downtown in recent decades, is reshaping the city’s busiest shopping, working, and entertainment precinct.

Talking Daylight Saving Time: How to help a loved one with dementia adjust
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Daylight Saving Time is this weekend, wand the switch often comes with negative side affects for the population including headaches, lost productivity, and a spike in traffic accidents. What many don’t realize is the profound effect that the time change has on Alzheimer’s and dementia sufferers, for whom a regular schedule is critical to quality of life. Coreena Robertson, Communications and Wellness Director at Fraserview Care Lodge and creator of Boomerang LIFE  products, gave an interview with Richmond Review (see here) on how the time change affects seniors with Alzheimer's or dementia. The time change causes confusion and can increase behaviours known as “sundowning,” which includes acting out, general aggression, a tendency to wander away, and increased feelings of depression and anxiety.

You can also listen to Coreena this Sunday (March 8th) on CKNW. Below are Coreena's tips for helping a loved one with Alzheimer's or dementia adjust to Daylight Saving Time:

  • Make the transition gradual. The sudden loss of a full hour is difficult to cope with. To address this, on the first day of Daylight Saving Time, allow your loved one to sleep for 45 minutes past their usual wake up time. On subsequent days, gradually move wake up time ahead by 15-minute intervals until the desired wake-up time is reached.
  • Engage with your loved one. Take extra time to engage your loved one in the days following the time change. This is especially important around meal times, when what their body is telling them may not match what the clock says. Turn on their favourite TV show or play a game to help focus their attention.
  • Relax into sleep. As the name suggests, “sundowning” happens in the early evening. To keep sundowning behaviour at bay, choose an activity to engage them with, but make it something calming such as listening to soft music and or sipping a warm beverage together. This will also help your loved one prepare for going to bed an hour earlier than usual.
  • Be present. Meet your loved one in the moment they are experiencing, everyday. Join them in their journey by validating what they are saying. Don’t try to correct their ‘stories’.
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Plaza Premium Lounge Offers All YVR Domestic Travellers A Signature Lounge Experience

Company now operates 16,500 square feet of premium lounge space at YVR

Plaza Premium, PR, public relations, media, company, firm, agency, vancouver, YVR, travel, food, beverages, lifestyles, eventsVancouver, BC; (March 3, 2015) Plaza Premium Lounge is pleased to announce the official Grand Opening of its recently upgraded lounge at Vancouver International Airport (YVR). The lounge, one of four Plaza Premium Lounge spaces at YVR, is located in the airport’s new A-B Connector on Level 3 Departures of the Domestic Terminal.

The 6,390-square foot space continues Plaza Premium’s commitment to offering all travellers a first class experience regardless of airline or class of travel. The opening of the new lounge follows the 2014 facelift of Plaza Premium Lounge in YVR’s International Terminal. The company will also open a lounge in Winnipeg International Airport later in 2015.

 Plaza Premium Lounge Management Limited Founder & CEO Mr. Song Hoi-see says, “Vancouver is a very important market for us, and this new lounge is the next step in our plan to grow the Plaza Premium Lounge brand throughout North America. For 10 years, travellers through YVR have embraced the comfort and convenience of having a lounge option. We are dedicated to continually improving upon the premium experience we offer our guests. And we say to all travellers ‘you are a member at Plaza Premium Lounge’.”

 The stylishly appointed facility has seating for 135, including a comfortable lounge, dining and bar areas, and a business centre. There are also private spaces where travellers can freshen up with a shower or unwind in one of three semi-private resting areas outfitted with comfortable recliners. Guests enjoy a menu of freshly prepared hot and cold food and beverages, and stay connected with Wi-Fi, large screen TVs, and a selection of international newspapers and magazines.

 Designed by Kinney Chan of renowned Hong Kong design firm, Kinney Chan & Associates, the space demonstrates the company’s commitment to first class comfort. Travellers enter the reception area via a soaring glass entrance and head up a sweeping spiral staircase to the lounge level. Upstairs, the expansive, open-air floorplan offers views of the airfield and the Strait of Georgia in the distance. The furnishings and materials are luxurious, with a warm colour palette.

 Plaza Premium Lounge takes traditional airport lounge food to the next level by offering a wide variety of enticing meal options. The focus is on healthy and fresh options that will help prepare travelers for their onward journey. The menu includes everything from freshly baked artisanal breads, hot breakfasts, signature pastas, toasted Paninis, quesadillas, soups, and salads. The bar offers specialty espresso coffees, juices, beers, wines, and spirits.

 “We are committed to providing our customers with remarkable customer service,” said Craig Richmond, President and CEO, Vancouver Airport Authority. “This stunning new Plaza Premium Lounge, which is open to all travellers within Canada, is a most welcome addition to the award-winning 170-plus shops, services and restaurants available to YVR passengers.”

 A single visit to Plaza Premium Lounge starts at CAD 40 per person for two hours, and includes use of the lounge facilities, showers and all food and beverages. Semi-private resting areas are charged separately.

 Travellers will find the new Plaza Premium Lounge after security near Gate B15. Other YVR Plaza Premium Lounges are located after security in the International Terminal (Gate D53) and after security in the Transborder Departure Terminal (Gate E86). Plaza Premium Lounge also operates a Distinguished Visitors Lounge on Level 2 of the International Arrivals Hall. This space is available by reservation only.

 Plaza Premium Lounge Management Limited now operates in more than 120 locations in 31 international airports throughout the world.

Andrew Peller Import Agency Announces National Expansion
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Andrew Peller Import Agency is pleased to announce the Canadian national expansion of its fine wine and premium spirits import, warehousing, and brand building service.The company, formerly Grady Wine Marketing, will nowmarket and sell internationally recognized brands to provincial liquor monopolies, private retailers, restaurants, hotels, and clubs across English Canada. The expansion will enable the Agency to build on its track record of success in Western Canada, while leveraging the significant national resources of its parent company, Andrew Peller Limited, a leading producer and marketer of quality wines in Canada. 

“Andrew Peller Import Agency offers customers the personality and style of an entrepreneurial agency combined with the brand recognition and resources of a large company,” says Alex Bakker, National Director, Andrew Peller Import Agency. “With this national expansion, we are now the leading partner to help premium international wine and spirits brands access the English Canada market.”

To service the vast national market, the Agency has created dedicated regional sales teams with in-depth local knowledge. The company also plans to replicate the winning “go- to-market” strategy that made it so successful in Western Canada. The strategy is based on strong market coverage, concentrated channel marketing, powerful business intelligence, and an experienced and professional sales team.

“Over the past several years, our growth has been more than double that of the Canadian import wine market, and that has enabled us to drive additional market share for our partners,” continues Bakker. “It’s a winning solution for our customers. We look forward to giving them exceptional service right across English Canada.”

Elettra Welcomes Five New Clients
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2015 has been off to an exciting start at Elettra Communications with big projects and new business wins. We would like to extend a warm welcome to our new clients:

  • Plaza Premium – the global leader in premium airport services, including independent luxury lounges open to airport users irrespective of airline or class of travel.
  • Trail Appliances – BC’s leading retailer of home appliances. Trail helps you choose appliances to fit your space, lifestyle, and budget.
  • Andrew Peller Import Agency - Canadian importer, warehouser, and marketing agent of fine wines and premium spirits from around the world.
  • Boomerang LIFE– makers of intellectually stimulating products for seniors' with Alzheimer’s and dementia.
  • Prema Chai – makers of authentic ready-to-drink Chai tea.

Welcome to Elettra. We are looking forward to working with you all!

Harbour Centre Dances into Chinese New Year
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Today, Harbour Centre celebrated the upcoming Chinese New Year with a dragon dancer. The dancer started at noon in SFU, pranced its way through the food court, and then moved through the shops, eating lettuce and collecting money along the way. Outside, a sampling team handed out cuisine from food court vendors and fortune cookies.

Happy Chinese New Year!

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Change the world with alumni UBC

alumni UBC is calling on members of the University of British Columbia (UBC) community who are making a positive change in the world to tell their stories as part of its “your evolution” program.The program isan innovative, online story-sharing platform that uses the strength of the UBC network to enable alumni, faculty, staff and partners to connect and support fellow alumni working on projects they are passionate about. UBC graduates, students, faculty, staff, volunteers, and donors who are involved in a socially beneficial project are urged to upload their stories up until March 1 to www.yourevolution.ubc.ca. Ten projects will be shortlisted by March 9 and the public will be asked to vote for their favourite. While only one prize will be awarded, all entrants will receive valuable exposure for their projects via the website and social media.

The winner will receive a “social entrepreneur support kit” including:

  • Professional photography session or the production of a video to help its cause
  • Mentoring session with UBC President, Professor Arvind Gupta
  • Access to a consultation with a UBC faculty member in an area most relevant to the project’s needs (e.g. business, law, engineering, computer science).
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For further information and to enter your project, visit www.yourevolution.ubc.ca.