Media releases

• Doing your homework important as Black Friday approaches

  Wednesday, November 21, 2018 | By Brock University

  MEDIA RELEASE: 21 November 2018 – R00205

  Black Friday, Cyber Monday, Travel Tuesday and Giving Tuesday. You will be given many options for parting with your money over the coming days.

  What used to be an American-only tradition, Black Friday is now firmly engrained in Canadian culture and is an important kickoff to the holiday shopping season.

  “It has become a time for Canadians to shop and look for deep discounts,” says Eric Dolansky, Associate Professor of Marketing in Brock University’s Goodman School of Business. “It wasn’t always that way. It’s a fairly recent phenomenon in Canada.”

  Dolansky says because it has now been around for a few years, the novelty has worn off, leading to an expectation of big sales among consumers.

  “Now, retailers who don’t offer great deals are at a disadvantage,” he says.

  However, the marketing expert says it’s important for consumers to do their homework.

  “The fact that people expect the deals can be exploited by retailers. There are people who value the deal more than the savings and that can be dangerous,” he says. “Sometimes people spend more than they intend to or they can afford to because they feel they’re saving so much it would be foolish not to take advantage of it.”

  But there are more options for spending than just buying discount electronics.

  Todd Green, Assistant Professor of Marketing in the Goodman School of Business, points out that the Giving Tuesday trend is growing every year. It takes place on the Tuesday after Black Friday, and encourages consumers to donate money to charity.

  “Giving Tuesday is a way to absolve your guilt after spending a ton of money on Black Friday and Cyber Monday,” Green says. “Wash away your unnecessary purchases that you made because they were 50 per cent doorcrashers.”

  Green points out that Buy Nothing Day is also a growing international movement, encouraging people to abstain from making purchases on Black Friday.

  “For people who view it as an ethical approach, it’s almost a protest against the consumer movement,” he says, adding there has been backlash against the movement by retailers and others who believe spending is good for the economy.

  “Some people aren’t happy about Buy Nothing Day and I think it has been way more difficult to have that movement break through.” 

  Associate Professor of Marketing Eric Dolansky and Assistant Professor of Marketing Todd Green are both available to speak with the media about the trends and movements around this weekend.

  For more information or for assistance arranging interviews:

  * Dan Dakin, Manager Communications and Media Relations, Brock University ddakin@brocku.ca, 905-688-5550 x5353 or 905-347-1970

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  Categories: Media releases

• A conversation on cannabis highlights O’Malley marketing lecture at Brock

  Monday, November 19, 2018 | By Brock University

  MEDIA RELEASE: 19 November 2018 – R00204

  One of Canada’s foremost experts in the marketing of cannabis says this country has missed the opportunity to set the international standard for how to handle legalization.

  Peter Shier, President of Toronto firm Naked Creative Consultancy, has been involved in the cannabis industry for more than seven years and has led research into what Canadians want when it comes to legalization.

  On Thursday, Nov. 22, Shier will deliver the 18th annual Terry O’Malley Lecture in Marketing and Advertising at Brock University, where he will examine Canada’s cannabis industry.

  The annual Terry O’Malley Lecture, along with the Grant Dobson Case Competition held with students earlier in the day, is hosted by Brock’s Department of Communication, Popular Culture and Film. The lecture starts at 7:30 p.m. in the Sean O’Sullivan Theatre.

  Shier’s address, which he’s calling “Honey, they forgot the consumer — lessons from the early days of cannabis” will look at the executive’s work with a number of industry players on branding, marketing, partnerships, content development and communication strategy.

  “I’ve been pretty frustrated watching what has happened with legalization and how the rules and laws came down,” he said. “In my view, they left out the consumer.”

  Naked Creative commissioned a research project in 2017, where it surveyed more than 1,000 adult Canadians from coast to coast to get their perspective on the issue.

  “We asked questions like ‘What are you afraid of?’ and ‘How would you want things to be done?’ and we ended up with some pretty interesting information,” said Shier, who has more than two decades of experience working with some of Canada’s largest communications agencies.

  Shier plans to talk about the marketing and branding of legalized cannabis and what could be done to improve things. He also plans to propose a few ideas he believes the government should consider to firmly establish Canada as a world leader in cannabis legalization.

  “Some of the recommendations are straightforward and some are more progressive,” Shier said. “Countries around the world are watching Canada to see how cannabis legalization unfolds, and we have a once-in-a-lifetime opportunity to showcase to the world how to do this right.”

  This year’s Dobson competition will also focus on the cannabis industry, with students from a number of Brock Faculties being tasked with developing a communications plan for a fictitious startup recreational cannabis brand.

  “I want them to think as though they’re working with me and we’re establishing a new cannabis company,” Shier said. “I’m hoping to see some innovative thinking and something that makes us go ‘wow, that’s an interesting idea.’”

  Created by St. Catharines native and advertising icon Terry O’Malley, the O’Malley lecture honours his legacy as one of the most legendary creative talents in modern Canadian advertising. For the past 17 years, the lecture series has exposed Brock students to some of North America’s top marketing and business communicators.

  Complimentary tickets to the event are still available for faculty, staff, students and the Niagara community through the Department of Communication, Popular Culture and Film website.

  What: 18th annual Terry O’Malley Lecture in Marketing and Advertising

  Who: Peter Shier, President of Naked Creative Consultancy

  When: Thursday, Nov. 22, 7:30 p.m.

  Where: Sean O’Sullivan Theatre, Brock University

  For more information or for assistance arranging interviews:

  * Dan Dakin, Manager Communications and Media Relations, Brock University ddakin@brocku.ca, 905-688-5550 x5353 or 905-347-1970

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  Categories: Media releases