What a great opportunity I had to attend the 33rd InboundTO meetup organized by Powered by Search. It was a great night to meet with fellow marketers and learn from two very successful Canadian social entrepreneurs.
Here are the key takeaways from the event:
How did Peace Collective become so successful in Canada by Jordan McDonald, Head of Business Development, Peace Collective
Photo: Jordan McDonald at the 33rd InboundTO
A Creative Start
Peace Collective is a Canadian clothing brand aimed at making a difference. It was a very creative brand since day one. When the “Toronto vs. everybody” shirts debuted at the Raptors game field, it has soared in popularity.
Photo credit: Jose Bautista @joeybats19
Influencer Marketing
Peace Collective has used social media wisely by identifying key influencers on various social media channels and has built major partnerships with them to promote the brand. They came up with the KPI of revenue driven by those brand ambassadors to measure the effectiveness of the partnership, have maintained the relationship with the most valuable ones and have kept trying new influencers.
Customer Engagement
Peace Collective has engaged customers by encouraging them to take pictures when they wear the shirts in the city. The combination of clothes and city views has proven to be a huge success. Customers like to show off their pictures and share them with their followers. Peace Collective also organizes different contests to monetize the social campaigns. The winning customers from various contests would receive a discount code. This helps Peace Collective to measure the revenue generated via different campaigns.
Photo Credit: Jamal Burger - Jayscale
Limited Partnership with Major Brand
Lululemon noticed Peace Collective due to its successful marketing campaigns. The lululemon athletica x the Peace Collective limited partnership allows Peace Collective to reach other regional markets in the country.
How Powered by Search became a top digital marketing agency in Toronto by Dev Basu, Founder at Powered by Search
Identify a Market Opportunity
When Dev worked at Microsoft in 2007, Microsoft built its website, however couldn’t be found on Google. He was tasked to lead a project to improve the company’s online presence. Although the project was ineffective, he identified the market opportunity of solving online visibility problem for enterprises and founded Powered by Search in 2009.
The Power of Community
Dev believes that internet holds new possibilities for people and their companies. He is dedicated to transforming this idea into a reality by giving back to the community. Dev started InboundTo, a monthly gathering of the digital marketers in Canada to discuss industry hot topics and share success stories. Moreover, Dev created an annual go-to digital marketing event - InboundCon, which addresses industry trends, challenges and shares practical advice. The conference has become the biggest inbound marketing event in Canada.
Outcare the Competition
The most successful companies not only provide transactional value but also the perceived value to their customers. For example, a hair salon cuts hairs for a customer. This is the transactional value they provide. If they help the customer to transform the outlook and feel good about it, the salon adds additional value to their packages.
A company can’t be the best for everything. Dev tries to provide perceived value to his customers by involving other competitors in the ecosystem and recommends the best agency to meet each customer’s specific requirements.
To sum up, the path to entrepreneurship is not easy. As Dev said, it requires both persistence and perseverance to succeed. Also, I am a firm believer of people. Both successful social entrepreneurs reinforced my belief - “Great vision without great people is irrelevant.” Jim Collins
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