smart | life


Advertisers are on an everlasting “cool” hunt


Searching for and trying to predict what’s cool is what keeps industry going


1997 (he of Te Tipping Point: How Little Tings Can Make a Big Difference fame). Te article followed two designated “coolhunters”


B


– those being a company exec from Reebok and an advertising guru – as they boldly looked at trends and tried to revive the company’s position amid a bust period following its boom in the ‘80s. (Suffice to say their echo today is pretty damn good, espe- cially after a re-branding to RBK.) Te interesting line of the article


Socially Smart Jon Waldman


to me was this: “Coolhunting is not about the articulation of a coher- ent philosophy of cool. It’s just a collection of spontaneous obser- vations and predictions that differ from one moment to the next and from one coolhunter to the next.” In the advertising/marketing


world, this is a never-ending game of building a better mousetrap. It involves media buys and web content creation that is savvy to Google’s standards, proper positioning in traditional models like the Yellow Pages, and embracing social media. And as many mousetraps as we build, there’s always


a younger demo that seems to be ahead of the curve. Te rocky road of Facebook is a prime example of


this. For years, any Gen Yer (myself included) loved the platform – it became part of our daily routine alongside brushing our teeth (and sometimes you’d do it simul- taneously). What has happened more recently though is that


Facebook has lost its market share in the social sphere. Witness an article from Te Washington Post published in early October. Te article cited a Piper Jaffray study – one of the more extensive I’ve seen to date – which found that of the 7,200 U.S. students surveyed (with the average age of 16), only 45 per cent used the social media giant. Yep, less than half. Te coolhunt continued on in the study, when the


iWatch was tested in the same group. Only 17 per cent expressed interest in buying the device. Tis from a generation who in the same study had a 67 per cent rate of iPhone ownership (and more said their next phone would be an Apple product as well). Studying the way that millennials act, walk, talk and


buy is only going to get more interesting for businesses as that demographic gets closer and closer to full-out employment and consumerism. Spending dollars on unfamiliar media will take on a new challenge for com- panies as they target the emerging generation. Tus, the coolhunt continues, and there are new and


innovative ways to look at these demos. Consider what one company in the U.S. is doing. Pla-


ceIQ uses opt-in programs in mobile devices and other geomarketing applications to come up with all sorts of demo statistics that otherwise would be impossible to find in the offline world. Take a case study that appears on the company’s web-


site as a sample. By tracking movements of said mobile devices, the company was able to see which demograph- ics were likely to choose Subway over Chipotle and what their next destination was after they finished their meal. Yes, there’s a Big Brother aspect to this, and there are


increasing privacy concerns, but the ability to trace is getting larger and larger. Does a “Game of Trones” viewer shop at Target? Will the Angry Birds gamer be more inclined to open an ad if it’s from a local restau- rant offering a coupon? Tese are the answers that are unfolding now. So whether your eyes – or your technology – is clued


into the trends, you can recognize the importance of the coolhunt; Malcolm Gladwell’s original article holds all the merit today that it did back in ’97, before some of the people we’re observing today were even born. Jon Waldman is a marketing strategist with Cohesive


Marketing. To learn more about the services the company offers, call 204-992-6400 or visit www.cohesive.ca.


16 Smart Biz


ack when I was in journalism school, I was exposed to one of the premier articles of my generation – “Te Coolhunt,” written by Malcolm Gladwell in


Twist Me Toned Tannis Miller


on what’s to come, we forget to revel in the moment. In today’s world, I can’t help


but notice all these sweet gems life has to offer go uncherished as our narrow focus gravitates toward to-do lists, synced cal- endars, and a plethora of loom- ing tasks. When did stopping to smell


the roses become a mere poetic cliché? Has modern life truly become so unruly that we need exotic vacations booked to keep us hanging on, or have we sim- ply forgotten how to soak up the “now”? Twist Me Toned is about life-


style in every sense of word, but in this case I want to really zero


in on how fitness aspirations are completely relevant to savouring the moment. In terms of importance, long-term goals are of course at the top of the list, but we mustn’t forget how important each day in our lives is. It is so easy to focus on the fact you want to lose 20 lb.


that it can almost be impossible to do when you’ve set your sights on it and it’s all you’re looking at. In order to hit the big winnings, you have to slowly earn those nickels and dimes. I’m talking about focusing on the positives in your daily life and trying just a little bit harder to enjoy every step of the way. Don’t wish your life away and fantasize about where


you will be in three months or a year. Enjoy the now. Enjoy each workout and the feelings they bring you throughout, and when you’re finished. Enjoy your time with friends on your downtime and the support they give you for what’s challenging you. Enjoy your meals and cook with pizazz! Look up new


recipes, try new foods and spices; get creative with your inner chef! And maybe even most importantly of all, de- pending on how you look at it, enjoy your rest days and notice those small results. Tese are all of your rewards – not just the big one. I


Vacations shouldn't be the only thing keeping you going.


challenge you to live just a little bit longer in the present moment, and stop yourself when you start to wish your days would pass you by just so you can be a little closer to something you think would be better. Seek to see more of the fun in things and love what you


do, because if you enjoy the process, the results will come anyway. At Twistmetoned.com, Tannis and business partner


Ainsley McSorley are your partners in success. With their unique online training system, they help women of all ages worldwide develop healthy body image, and the fitness and nutrition knowledge to shape their bodies and reach their highest fitness goals. Members receive monthly workouts and grocery lists, and can track their progress with progress trackers, activity calendars, and personal progress photo albums. Te interactive messaging board and the ability to connect with Tannis and Ainsley on a regular basis keep motivation high and results soaring. Staying on track has never been easier!


styles to don. Tis fall, it’s all about


Say I look so good tonight W


ith the arrival of fall comes falling leaves, cooler temps, and great new colours and


The tunic dress returns with a


mixing textures and textiles, such as knits with leather or pleather – or take a black leather pencil skirt, and pair it with a grey or mauve V- neck cashmere sweater, for a professional day- time work outfit. Evenings present the


opportunity to attend a function by adding just a few accessories such as a beautiful mauve scarf, different earrings, stacked bracelets and your black stilettos. Fin- ish this off with a beautiful purple bag, and a gorgeous wrap jacket, and you have your wow-factor going on. Trendy prints


In Vogue Ally Champagne


vengeance. You can pull it off in so many ways. Start with a zebra-patterned top, to which, you can add tights or leggings. You can also consider nice slim-fit jeans or palazzo pants. Whatever your f lair, the opt ions are endless for this number. I found the perfect one equipped with vert i- cal frills which camou- flaged my flaws but also enhanced my assets. I’m loving the faux-


leather lineup: wheth- er trousers, jackets or skirts, they are available in so many boutiques


The novelty prints are aplenty –


from animal prints to bold patterns – this fall, the styles are anything but boring. Always have a neutral shade jacket in your closet, whether it be taupe, grey, tan, or all of the above. Find tops which add interest to the neutral tone, such as a bold print in bright colours. Ten, find a complementing pair


of trousers, such as navy or black, and accessorize it with a few neck- laces, because it seems two or three neckpieces are far better than one these days. I encourage plus-sized women to


embrace powerful prints and bold colours, as well. Black and white does have its place, but colours take centre stage this fall.


www.smartbizwpg.com


around town. Invest in a great drop- waist dress, or a soft, off-the-shoulder knit sweater, some ankle booties, and you are ready to meet the girls at your favourite spot. Robe coats


Fashionable and cozy, not to men-


tion designed to keep out the fall chill, robe coats are great for this climate. Tey come in so many styles, from shawl collars to cuffed sleeves. Te colour palettes are unbelievable, from deep blues to soft pinks to exciting purples, and everything in between. You can find them in a large array of materials, tweeds, wools and blends. Be sure to get a size bigger; when the really cold temperatures arrive, you will be glad you are able to fit one of your warm sweaters underneath. Plaids are no longer just for school


girl uniforms. Fall welcomes this look whole-heartedly. Long, three-quarter length and short coats with a large


Bold prints? Flawless. Faux fur? Flawless. Photo by Laura Dye.


variety of tartan prints can change your mind about snow. Faux fur is also back. You can find


it in outerwear, decorating your fa- vorite mukluks or on earmuffs. Colour schemes vary; I’ve seen off-white, pink, brown and black, with designs on vests, jackets and winter hats, in various fur lengths. Miscellaneous


Hot items this fall also include


ponchos, anything sequined, blanket coats, metallic tops, suede dresses, denim trench coats, mini tent dresses, fitted white shirts, thin-legged jeans, boots of all lengths, loafers, desert boots, and eternity scarves. Remem- ber – fashion is meant to inspire, so go ahead and give yourself permission to think outside the box. You deserve a great fall look while the season lasts.


November 2014


Living in the now S


Even with goals on the horizon, try to enjoy the rewards along the way


o much of the time (and I haven’t decided if it’s some- thing that’s ingrained in us as humans, or an awful trait we’ve acquired), we are so adherent to focusing


Fall fashion means layers: pair simple basics with tops and accessories that pop Tunics


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