WOLFBITES - Issue 36

What comes after the internet?

Have you heard about this great, new shopping concept? There has never been anything like it. The customer no longer needs to go to the store. They just look up what they want and place the order. A day or two later, the order arrives on the doorstep of the customer. What could be easier?

The business behind this revolutionary shopping concept is booming. There is so much profit the company can afford to build a towering, one-of-a-kind office building named after the business.  

Site of demolished Sears department store, presented by Toronto copywriter Wolfgang Franke, who is also President and Creative Director of Words at Work, a leader among ad agencies in Toronto specializing in social media advertising and social media marketing for small business.
The Sears department store at this location was torn down to make room for a parking lot, now under construction.

Increasing numbers of customers don't even consider the competition. They buy virtually anything from this single supplier. 

You might imagine that I am talking about Amazon or any of the other shop online shopping behemoths. I am not. 

I am talking about Sears, once the most powerful retailer in North America. Sears steamrolled the competition with the omnipresent Sears Catalogue, where shoppers could buy everything from clothing to tools. Virtually everyone had a Sears Catalogue and it was inconceivable that catalogue buying would ever end.  

Today, Sears is near death, brought down by a corporate raider that sucked the life out of the business.   The once powerful retail locations, which were often anchor tenants in the local mall, were left to wither and die. The Sears Catalogue is long gone. My local Sears (see photo) is now a parking lot.

This is all something to remember the next time someone tells you the future is all about the internet.    There is no doubt the internet wave will continue. But at some point the wave will crest. Something will come after the internet. It is just a matter of time. 


Wolfgang Franke is President & Creative Director of Words at Work Advertising & Marketing, a full service communications company established in 1988. Our growing list of valued clients are found throughout our local market, Markham and the Greater Toronto area, across Canada in cities such as London, Ontario, and Edmonton, Alberta, and an expanding list of international locations ranging from The Big Apple in New York to Kanturk, Ireland.




Mini WolfBites 8

The ultimate marketing test
If your marketing manager canít pass the elevator test (and most can't), donít be surprised if your sales reps are equally inept.

The next time your marketing staff say it is not possible to introduce new ways to sell your product or service, tell them about carrots. For a long time, the only way you could buy carrots was in a bunch held together by an elastic band. Then a savy marketer recognized that you could differentiate by trimming the stock, washing the carrot and bagging it.

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Words at Work Advertising & Marketing Inc.
19 Lockridge Avenue, Unionville, Ontario, Canada L3R 7S6
Telephone: 905-940-6610     Toll-Free Outside Toronto: 1-877-940-6610

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