Rooftop Patios & Pools

There's this city up north named Toronto. And, we only get 3 months of solid summer - to bask in the sun, lounge in our cottage and dip our toes in rooftop pools. This absence of consistent summer weather has led us to only a handful of lounges that one could possibly sip a cocktail on while basking in the sun. Where in Canada does a girl need to go for some sunshine?!

shift.

It feels like a new page has turned. No. It feels like I put down one book, without caring that I wasn't finished - simply because I had enough - & have instead, picked up a tablet. Paradigm shifts are refreshing!

So onwards. I'm tired of talking about marketing. What I need to talk about - what I need to divulge - are my thoughts on life. On personal every day happenings that irk me. That scrunch my eyebrows and sometimes even provoke an incorporate eyebrow.

FOR EXAMPLE. Why do women decide to get married? Why are women single? Is it because we are waiting to be married? Is being single simply waiting to be married? And if so, what are you waiting for once you are finally married? Over the past few weeks I have walked into a culture of 1-part empowered single and 1-part predatory scavengers. It's an interesting mix of loving being single and chasing the opposite sex.

So here is my conclusion. If we're chasing the opposite sex and loving it but wanting to be married, then hating it - we're just compulsively dissatisfied with the present.

We are our own publicist!

With Toronto, at least, being well entrenched in social networking, many of us have become experts at methodically and consciously managing how the world percieves us. Whether it's deciding to "untag" ourselves, tailor privacy settings or even photograph ourselves in suits on our cell phone while writing cheques, we have revolutionized what it means to be a publicist. Like choosing what to wear everyday in the morning as a method of constucting how we are percieved, we can systematically decide how our extended network of aquaintences thinks they know us.

So What?

It's a valid question. And, if you're not actively searching for a job or in the marketing industry, does all this social networking hoopla really have any material effect on your life? Of course. The underlying justification of maintaining control of your impressions on others is none other than communication.

So, decide what you want to communicate and communicate it, with every dimension. Say what you say, in every way.

The Underworld of Publicity

A publicist is like the rope puller for the grand red curtain in a theatrical production - essentially invisible to both parties, especially the audience. The audience is dimly aware of the rope puller but memory of this person is vague. In fact, the audience generally does not consider how the curtain moves aside and unveils this production. And yet, this rope puller is essential. Without them, communication is impossible.

The difference between the promotion, PR and publicity is this. Promotion is for constant growth, PR is to avoid negative growth, and publicity is the jump. The spike in sales to get noticed.

Decide your objective in communicating with your target, then follow with the appropriate tools.

Strolling for Inspiration

Living in the suburbs has an endless list of inconveniences and lack of opportunity for a 20-something struggling professional. And, apart from all the glamour that is associated with metropolitan it is mostly the opportunity for inspiration that comes with such density that really sets the burbs and downtown apart. Of course, inspiration can be anywhere. But my inspiration, generally comes from observing people, which cannot be found outside a mall or car out here.

So, I ventured toward the massive concrete retail prison dubbed the mall for most and began my stroll vaguely aware that I just might not find anything. What was new and exciting out here? Even the sales people remained far from their store doors, hiding from potential customers behind their cashiers. I wondered how many of these stores actually generated a consistent profit? Or perhaps that really wasn't the point. Perhaps to some degree, as long as stores broke even, retailers had a form of advertising that could be for free. Brand recognition to their target. Shoppers.

As I continued my stroll, I observed all kinds of shoppers but generally never quite alone as I was. People would bring along their friend, grandma, child, whatever. Shoppers need reassurance. And in the buying process I think this was the final push into purchase that shoppers need. Affirmation. Acceptance or even proof of a positive social reaction. And so, applying this tidbit of information to say, in-store layout, design should take into consideration the opportunity for affirmation. This is ultimately what fashion retaillers need to plan their floor space for.