Things have been a bit nuts for me since the very successful Canadian Marketing Association Conference “From Mass to Grass” but I did want take a moment to share three of my favorite quotes of the day:
“Treat every (customer) who calls like they are Oprah.” – Julie Cole from Mabel’s Labels
“It takes three people commenting to change (the direction of) the conversation on a blog post.” – David Usher
“Consumers are talking more about marketing than they are about brands.” – Andrea Wojnicki, Rotman School of Management
I think there’s a tonne to consider in those three statements, let alone the rest of the amazing discussion that happened on Thursday. Thanks to all the presenters, the CMA staffers, and my fellow WOM committee members for helping to make it a fantastic and thought-provoking day!
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Can you elaborate on Andrea’s quote? Sounds interesting yet I’m confused
By marketing, does she mean campaigns?
Partly, yes. I think her point in the context of the conversation was that people increasingly are speaking about the messages of brands. At the conference Malcolm Roberts from Smith Roberts Communications talked about the “Obay” campaign that Colleges Ontario recently did which got a lot of people talking, and that would be an example of people talking about a campaign. But Richard Bartrem from WestJet told a bunch of great stories about WestJet’s customer service that have become talking points for the company, and how that is not campaign thinking but is integral to their WOM efforts.
Andrea also mentioned that she is working on an article to flesh out this idea, I asked her to keep me in the loop if and when it is published and I’ll certainly report that here.
I enjoyed the Mabel’s Fabels presentation – they have hit the nail on the head with that customer service related quote. I also wrote that it down. If only more companies thought this way. I would have far less to complain about!
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