Prelude to a Kiss Wedding Stylists have teamed up with Nora Argueta and Valentino Ramanand to use the couple’s November 11, 2011 wedding as a vehicle to raise an astonishing $1.1m for the children’s charity Make-A-Wish Canada.

With the help of close friend and groomsmen Jeremy Bieber, a well recognized public figure, the couple plans to embark on a massive campaign, aptly titled Wedding for Wishes, which will look to encourage young people across the continent to get involved in the commendable undertaking. Using traditional media sources including television and radio guest appearances, coupled with a strong social media campaign featuring a professionally crafted You Tube series, dedicated Facebook page and Twitter account, the couple is certain they’ll be successful at enlisting the support of the millions of Bieber clan fans and beyond.

Using a ‘reality experience’ concept, allowing interested followers to watch as the wedding and campaign unfold, the goal of this charity campaign is twofold. Along with supporting Make-A-Wish in their incredible dedication to “grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy”, the mission is to show young people everywhere that something as simple as a $1 or $2 donation can make an impact on the life of someone in need. Via the incredible social media tools available today and through a dedicated webpage, the campaign will monitor and report on funds raised and ultimately show the tangible results for efforts put forth.

“What had me hooked from the get go, what had me wanting to work with this couple, was not the incredible story of how they met or knowing how amazing their wedding day will be, but rather their dedication and passion to raise awareness and money for children in need. This whole event has very little to do with their wedding, that’s playing somewhat of a supporting role. This has everything to do with using your blessings and paying it forward, a message all should be impacted by.” says Kasia Juras-Azcurra, owner of Prelude to a Kiss.

That’s not to say that this wedding will be anything but incredible! Taking place at the historic Casa Loma, a team of top Toronto vendors is being pulled together to make this a night no one will forget. And given the cause and the team of people already involved, who knows what other surprises await guests and followers alike.

For more information on this event and fundraising campaign and/or to arrange an interview, please contact:

Kasia Juras-Azcurra, Owner and Certified Wedding Stylist
416.834.5918
kasia@preludetoakiss.ca

Defined Presence is pleased to announce the launch of the new and improved website for Powerbase Energy Systems. Powerbase Energy Systems Inc. has designed and manufactured equipment for renewable energy applications for the past 14 years. Powerbase designs and manufactures anaerobic digester technology systems that generate electricity and heat from biogas derived from organic waste streams.

The electricity generated from biogas can be used on site or sold to the grid and the heat generated can be used to offset fossil fuel purchases in agricultural, commercial and industrial applications. Organic wastes processed anaerobically reduce landfill requirements and reduce greenhouse gases. Powerbase provides a turn-key biogas project package with planning, construction and commissioning, monitoring and maintenance services.

www.powerbase.com will act as a resource for biogas related information and will bring a greater awareness to the efforts  Powerbase is making to help add more green energy to the grid and make Ontario a greener and safer place to live.

Defined Presence is pleased to announce the launch of www.ecohygiene.ca.

Eco Hygiene is an eco-friendly industrial and commercial steam cleaning service about to hit the market in Canada. Eco Hygiene’s patent pending steam cleaning process is poised to become one of Canada’s leaders in hygiene services.
EcoHygiene represents a milestone for Defined Presence.  As good stewards of the planet, we were eager to work with a company that had such an environmental focus tied in to their overall business strategy.  Additionally, it marked the first time we were able to really flex our muscle and provide a company with an entire brand, sales and marketing materials, and sales strategy.

Keep an eye out for Eco Hygiene and the up-and-coming CleanSeal program.

Colgate created a new and exciting product, but needed ways in which to reach their new and exciting target demographic.  Marketing their new disposable tooth brush to 18-25 yr old movers and shakers led to a revolution in social media marketing across all of their brands.

First, I got my first mobile phone when I was 23 – how times have changed.  A recent study shows that 85% of teens 15-18 had cell phones last year.  And even more interesting, 69% of 11-14 had cell phones. 

For a long time this demographic was ignored by mobile advertising because the numbers weren’t there.  However, as often happens we have hit a cultural tipping point.  This market, the ultimate growth market, is poised for an explosion in mobile advertising opportunities.  Better strike while the irons hot.

Facebook has created many revolutions over the past several years.  It’s revolutionized the way in which we interact with one another online and created an entire movement called ‘Social Media’.  It’s even created new words – they added ‘unfriend’ to the dictionary recently. 

One favourite feature of many though, is the ‘Like’ feature.  This little ‘thumbs up’ can add your stamp of approval to just about anything – which is why many retailers are jumping on the band wagon.  In fact, 35% of retailers have already added the ‘Like’ feature to allow their customers to share merchandise on their Facebook profiles – people sure do like das like.

Targeted advertising is expected to grow to a $1.13 billion industry.  A recent Network Advertising Initiative (NAI) study showed that behavioral targeting ads are significantly more effective than network-generated random ads.  Conversion rate for non-targeted ads was 2.8% and for targeted ads it was found to be 6.8%.  Those clicking through the behavioral ads did so because they found them to be more relevant.  The cost of the targeted ads was 2.68 times greater than the non-targeted variety.

The effectiveness of these ads justifies the higher pricing.  In marketing, as in life, you get what you pay for.

Social media is not replacing email.  On the contrary.  Most people, though using social media more, are still very attached to email.  This creates opportunities for marketers to use both these avenues to forge deep bonds with customers. 

According to StrongMail four of 10 executives surveyed sighted integration of these areas as a priority for 2010.  Of those surveyed one quarter had already implemented an integration strategy, and another 24% had formulated a strategy to put in place.

The two streams work well together.  A Marketing Sherpa study found that 81% of those surveyed said that social media had helped expand the reach of their email content.  This is most likely because of sharing buttons incorporated into emails.  And another 78% said that social media has helped increase their brand awareness. 

In this, the day of social media, we have re-jigged an old concept into a new concept.  The old word-of-mouth has now transformed into word-of-mouse, as more and more people move online to find information on products and services.  Within this movement we find brand ‘ambassadors’ or ‘social influencers’.  These are the people that will take your brand and carry it to the next level.  

Influencers exist across a variety of media, and demographics.  They report that others are more likely to take their advice and listen to their opinions.  

Brands are keen to find these people and it has never been easier.  With marketing tools like Facebook, you can market directly to people that are likely to act as influencers.  Finding those that show passion for your product or service segment and marketing directly to them will create opportunities to find people who will carry your brand forward.