One of our favorite things at Origin is good, well-crafted storytelling. When done strategically, it can be an indisputable method of creating real connections between brands and consumers by providing people with something they value, and it's something we stand behind and execute in a lot of our work. Everyone loves a good story.
As a result, in addition to our own work, we love to keep an eye on all the content that gets generated by the outdoor industry throughout the year, and analyse it’s successes and failures. In this 4 part blog series, we’ll look at some of our favorite campaigns of the year, and discuss our take on where they nailed it, and where they fell flat.Read More »
While it’s always a shocker that one of the world’s most digitally connected countries has one of the most under-developped e-commerce markets, there might be some good news on the horizon. Trendex North America released an analysis in January which has set off some alarm bells with regards to e-com for sport equipment. At the same time, a recent report by E-Marketer entitled ‘Canada E-Commerce: Startups Pressure Established Players to Innovate’ indicates that the situation might be rapidly changing for apparel. The report postulated the theory that ecom is underdeveloped in Canada, not because Canadians are not interested in buying online but rather because of the poor shopping experience consumers are offered. I could not agree more with this assessment.
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It’s a classic scenario, and we’re all guilty of it. I call it “shiny new thing” syndrome, and while our hearts are in the right place, it’s easy to start thinking tactically about what our website needs, and skip right over the strategic part where we think about why. But when we build functionality into websites without understanding its relevance to our overarching goals, we shouldn’t be surprised if it doesn’t meet our expectations in the long-term.Read More »
SEO: three letters that often lead to a glazed look in a marketer’s eye. Search Engine Optimization is a critical part of marketing yet has historically had a bad reputation among marketers. It was seen as something of a dirty trick. Or something so hard to understand that marketers would simply ignore it. As content marketing, and the creation and distribution of informative, engaging, entertaining content is what most savvy brands are doing these days, we wanted to get more clarity around how content and SEO are interlinked and how some of the more traditional SEO practices still hold up.Read More »
A few years ago, word had it the print industry was nearing extinction. Print was supposed to be as dead as the trees slaughtered in its name. But it’s not true. Within the outdoor industry, little pockets of print aren’t just surviving, they’re flourishing. We got in contact with Mitchell Scott, Editor in Chief of the biannual publications Kootenay Mountain Culture magazine and the more recently added Coast Mountain Culture magazine, and also with Leslie Anthony, magazine writer and editor behind the creative direction of magazines like Powder, SBC Skier, Peak Performance, and the new Mountain Life Annual.Read More »
One of our favorite things at Origin is good, well-crafted storytelling. When done strategically, it’s an indisputable method of creating real connections between brands and consumers. It’s something we believe in very deeply, and execute it in a lot of our work.
As a result, we love to keep an eye on all the content that gets generated by the outdoor industry throughout the year, and analyse it’s successes and failures. In this 4 part blog series, we’ll look at some of our favorite campaigns of the year, and discuss our take on where they nailed it, and where they fell flat.Read More »