BCBusiness

22 BCBusiness Month Year Photo Credit T A L K S H O P M E D I A P R O M O T E D C O N T E N T PR Goes Digital The team at Talk Shop Media has emerged as a leader in the digital marketing evolution by ensuring clients can do more with their marketing dollars I f the idea of marketing still conjures up images of suit-clad executives dramatically pitching television and print ads à la Mad Men in your mind, it may be time for a shift in perspective. "The rise of digital media has shaken the role of marketers to their core," says Beth Boyle, co-founder and principal of Vancouver-based public relations •rm Talk Shop Media. "Traditionally, businesses hired creative agencies for design and ad campaigns, and PR •rms for news and editorial coverage. But the way we consume information has shifted. Almost everyone lives online and as a result we've all had to rethink how we approach digital marketing. Evidently, the agency landscape has been adapting. Many agencies have altered their businesses to provide more digitally focused services, whereas Talk Shop has risen to the occasion with a di„erent approach. "We've remained clear that we are in the storytelling business. But the production of content has exciting and tangible applications in the digital landscape," says Boyle. With an admired company culture, minimal turnover and the internal mantra that "bright ideas and implementation are everything," Talk Shop now integrates in†uencer marketing, digital marketing management and content into their campaigns. When it comes to that once clear divide between PR and marketing, Boyle explains that the separation is no longer clear-cut: "The pressure for businesses to do more with the same budgets is very real. The goal is for agencies to show bottom-line impact, while being able to push boundaries in new creative territory." In an e„ort to put their money where their mouth is, Talk Shop is among a handful of agencies that guarantee a return on investment—all while maintaining a sense of fun that has only strengthened the company. Through years of work in de•ned niche markets that include real estate, technoloŠy and the lifestyle sector, Talk Shop has honed measurable techniques to become a full-scale marketing and communication department for many B.C. businesses. The Talk Shop team helps elevate brands by creating and disseminating content that hits four key areas: the brand's online marketing and copy, social media channels, traditional news outlets and the community. "It's all about consistency," says Boyle. "The most successful brands have a clear and consistent message amongst both their sta„ and consumers." The proof is in the metrics. Whereas public relations was formerly measured by impressions and ad values alone, its growth within digital marketing allows elements like quali•ed traŽc, online reputation and sales to paint a clearer picture of what's working. "This has made our job simpler because we know we can make our work more cost-e„ective and, frankly, more successful than what's been done before," says Boyle. (left to right) Talk Shop Media founders Sara Padidar, Katie Dunsworth-Reiach and Beth Boyle Ca l l agh an Photogr a Ph Y

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