Month: July 2013

Words Fail – Capilano Suspension Bridge’s Clever Marketing

As you know, I was recently in Vancouver for a short vacation. It’s been 4 years since my last visit and I had completely forgotten how beautiful the city really is!  I decided to be a tourist too, in my own country for a change and made sure to visit all the sites and attractions that Vancouver had to offer.

If you haven’t visited the Capilano Suspension Bridge, it really is quite beautiful there.  What made the experience more memorable though was the marketing campaign they were running all across the city! (Hey, I never denied being a total marketing geek…)  If you haven’t seen – it is the “Words Fail” campaign by Spring Advertising.

Here’s the creative from the campaign (courtesy of Spring Advertising):

Capilano - Words Fail

Capilano Suspension Bridge - Words Fail 1

Capilano Suspension Bridge Vancouver - Words Fail

Capilano Bridge Vancouver - Words Fail

Campaign: Word Fail
Agency: Spring Advertising
Client: Capilano Suspension Bridge Park
Sector: Tourism

— —

I think it’s brilliant! I remember seeing the “Increbidle” ad for the first time and feeling so smart for spotting a spelling mistake!  The feeling lasted until I saw the tagline under the Capilano Bridge logo – “Words Fail” .  The campaign not only got the message across through to me, it left a lasting impression too!  Made me laugh, that’s for sure.

In a city with so much to offer, and competing with so many other attractions – this ad made the Bridge stand out.  It highlighted the beauty of the spot, promoted how exhilarating the experience would be across the bridge and on the cliffwalk while showing wit and personality.

The ads however, do not have a corresponding landing page and does not carry over to the official website for the Suspension Bridge.  I really wish there was a digital component to this campaign – I would’ve loved to see what they came up with!

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MozCon Recap 1

The first weeks back from holidays are always the hardest! Between catching up on work (and there was lots of that), catching up on sleep (my flight was 2.5 hours late on Sunday, which meant I did not get home until 4:30 am Monday) and catching my breath – this week has been a very hectic one!

Still, surprizingly, I’ve had lots of time to think about MozCon and everything that I’ve learned! During my drives to and from work, before falling asleep… these were the times when my best ideas came to me! :)

Me and Roger MozConShift from SEO to Inbound Marketing

This one is not new. I think we’ve know this for quite some time.  What I learned at the conference though is the idea that when you build community around your brand, you will naturally earn the inbound links and mentions that you need to rank well.  And if you build great content, you will attract quality links and be seen as an authority. Bottom line is that every activity we take on should add value for the users.

Building that One-On-One Relationship

MozCon really challenged my approach to marketing.  There was one topic that almost every one of the speakers touched on – and that was the shift in focus to the customer.  One of my favourite presentations was from Joanna Lord, who is now the CMO of Big Door.  She said that in the past, marketing has been a one-on-one relationship. The company is able to tailor their messaging to speak specifically to the customer.  What she said after really hit me – she said “But we don’t live there anymore.”  Whether it is because of a lack of resources, a need for growth or for whatever reason, that kind of marketing is just not possible anymore.  So the challenge for me is, how can we create that one-on-one relationship with customers in today’s world?

Mastering SERPs

Dr. Pete said “Google’s job is not to build the perfect, fair environment, their job is to model the real world.”  In his presentation, he talked about 85 different search results page features. Carousel, knowledge graph, map, Top 7 pack… and the only way to succeed in SEO now is to have Google recognize your brand as a brand entity.  And engagement, authorship, social, content – all of these have to work together to achieve brand equity. If you optimize your site and content for users, you will be optimizing for Google.

Joanna Lord and Dr. Pete were two of my favourite talks.  I also really enjoyed Dana DiTomaso when she talked about working with teeny tiny budgets and small businesses, and Mackenzie Fogelson’s presentation on thinking bigger and outside of the box.  Hopefully, I’ll be able to put together another recap blog soon!

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Brimming with Ideas


Hello from Vancouver! I decided to come up here for a few days before heading home to Winnipeg. The last few days have been a whirlwind of events and today, I’m taking the day off to relax and well, just be lazy!

I still get so excited thinking about MozCon!  The 3 days were absolutely amazing. So many great speakers and so much information, it was hard to digest it all. To be honest, it wasn’t until I was on the bus from Seattle to Vancouver that I was able to make sense of everything. Then I finally had my ‘aha!’ moment and knew that I couldn’t go back to work on Monday doing the same things that I’ve been doing for the past year and a half. I know that in the days to come (even weeks), I will be having many more of these moments as the information finally sinks in and I’m able to apply newly learned tactics for my clients.

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Preparing for MozCon 2013

I can’t believe how quickly time is going by!  In just 4 short days, I will be leaving for Seattle to attend MozCon 2013!  Life has been pretty hectic lately – and with so many things happening, I haven’t even had time to properly get excited until today.   My excitement grew after finding the MozCon group on Facebook. Seeing so many active members there, all looking forward to the conference, sharing their excitement, planning geeky SEO MeetUps, offering up their spare bedrooms to strangers – well, let’s just say my bag is half packed!

Why I’m Excited to Go:

I’ve been a follower of Moz (formerly SEOMoz) for quite some time now.  I’ve learned many valuable lessons from Rand Fishkin’s Friday Whiteboard series.  I love Roger.  I follow them on Twitter, Facebook and am part of the LinkedIn group.  I use their tools on a weekly basis, while tweaking client websites for better ranking.  Needless to say, I’m a fan.

But even more so, I can’t wait to meet all the attendees who are most definitely, just as geeky as I am!  I want to have full on conversations about SEO, lament about the latest Google updates, get excited about #RCS, talk PPC, CTR, SEM and generally, use as many industry acronyms as I want without having to explain myself! I am looking forward to meeting others in the industry (from all over the world), and to learning and hearing from industry greats.

As cheesy as it sounds, I can’t wait to be inspired. I’m sure that in the weeks to come, I will still be dissecting all the things I learned at the conference. Can’t wait to share on my blog!

MozCon July 8-10, 2013 - Advanced SEO & Online Marketing - Moz

So… if you are a fellow attendee, I look forward to seeing you there!

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