The Pebble

The pebble is what we’re always looking for. It’s the one thing that, when released into the world, will make people take notice of our clients. It makes an initial splash when dropped, then creates ripples that grow and spread.

These ripples, that can combine with other ripples from other pebbles, are the connections that we’re planning, creating and curating between brands and consumers. The ripples are where the stories are, where the conversation happens, where trust is built and where values are shared.

How we get there

While every  job is different, there are a number of steps that are common to every blueprint we create for our clients.

Step One: The Connection Map

We start by building a Connection Map. A Connection Map takes a snapshot of where you are right now, charting what is being said and thought about you and by whom. It’s a baseline, so we can measure the results of our work in the future.

Step Two: What are you really selling?

We then find out what it is you’re really selling. To explain, Volvo doesn’t sell cars, Apple doesn’t sell computers and Coke doesn’t sell a fizzy brown drink.

Volvo sells safety, Apple sells innovation and Coke sells authenticity.

Knowing what you’re really selling is mandatory for any business that wants to avoid being trapped in commodity-ville.

Step Three: The emotional connection

We find the emotional connection between what it is you’re really selling and your customers. To use Volvo again as an example, Volvo sells cars because parents love their children. Emotional connections are important because human beings are emotional beings. 80% of our decisions are driven emotionally.

Step Four: Defining the pebble

The pebble is whatever we create to communicate the above. Past pebbles we’ve created have been radio programs, environmental graffiti, custom written songs and free coffee offers. All pebbles are designed to create ripples, to spark conversation and to live beyond the initial splash.

Step five. Curation.

We curate. The thing about conversations is that they don’t stop. Once you’re part of a conversation, you need to make sure that you stay part of it and that your voice is both listened to and trusted.

Step Six: Measuring the results.

“I know half of my advertising is wasted,” John Wanamaker famously said; “I just don’t know which half.” As far as we’re concerned, any advertising that doesn’t build trust and relationships, that pollutes instead of making a people’s lives better is wasted advertising.

We take the baseline from the initial Connection Map, then measure against it throughout our engagement. This ensures that you know exactly where your marketing dollars are going and what they are doing.


Contact Us

Fisheye Corporation
293 Augusta Avenue
Toronto, ON
M5T 2M2

Jo-Ann McArthur
Direct: 416.949.3817

Andreas Duess
Direct: 416.301.9002

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