Idea Factor Blog

Content Marketing vs Traditional Marketing


Content Marketing- are you a fan?

As my career in direct marketing quickly approaches the 3rd decade — I find it fascinating that almost every new Customer that I meet asks me what my position is on Content Marketing and/or Social Media as a whole? Read More

A Heart-felt Goodbye

girl crying

Idea Factor is great place to work! I will miss it here! Could you please expand to Brantford, I hear office space is really inexpensive and the proximity to Toronto and the US makes it a great location for businesses??? (LOL, I had to try) I would love to stay but I would like to be closer to my new home out there, that’s my only reason for not staying. No matter where I go I will always cherish my time here and I’m forever grateful that you gave me the opportunity to work here and being part of something great!!!

Walking through the doors of Idea Factor every day and feeling the positive energy that our great culture and happy, engaged team generates motivated me the most. You feel it immediately, that sense of something exceptional happening here. I believe that being a great place to work is the difference between being a good company and a great company. Idea Factor is a GREAT Company. When a company and the Owner truly cares about its people, nurtures the culture, defines the purpose, creates a great environment and offers challenging work, great things happen. Striving to be a great place to work is not easy, but it’s definitely worth it.

Thank you, for EVERYTHING I wish You and your Team LOTS of growth and success!



Well Deserved Recognition!

The Worldwide Association of Female Professionals Recognizes Cheryl Cappellano

Cheryl Cappellano photo

Cheryl Cappellano is the Owner and President of Idea Factor Inc., a Lead Generation and Gold Service call center that specializes in inbound and outbound calls, direct marketing, survey structure and management, and digital marketing correspondence and media. As a seasoned marketing and advertising professional, Cheryl has over 20 years of experience and has run the company since 2006. She oversees client relations company-wide, engaging in face to face meetings, helping to develop sales, cultivate leads, and—most importantly—customer relations.After completing her education, Cheryl found a natural progression in her field as she dove into the innovative marketing and business intelligence industry. She was nominated Female Entrepreneur of the Year 2011, 2012 and 2013 by the Royal Bank of Canada, and was also a Finalist in Business Excellence from Burlington Chamber of Commerce in 2013.

Cheryl dedicates herself to building and cultivating relationships with global and community customers alike. She finds great reward in seeing the success of her clients that results from the company’s hard work and dedication. A pillar of her community, she is keen to give back and donates much of her time to giving back to children in need. She is eager to share her knowledge with other female professionals and serve as a mentor, helping to empower the next generation of marketing professionals.

Frequently called upon to speak publicly on topics concerning advertising, marketing and strategy, Cheryl is as passionate about her field now as ever, and embraces its every evolving developments. She finds the greatest reward to be seeing the abundant success of her clients, as both she and they grow their businesses together.

Cheryl resides in Burlington, Canada, from where she manages operations that extend all over North America.

The Worldwide Association of Female Professionals Member Cheryl Cappellano can be found on the Association Directory, where she is looking forward to networking with you.



Customer Service at it’s BEST!


Thank you to the staff at Saks Fifth Avenue in Canada for remembering and demonstrating the lost art of Customer Service with a SMILE!

I had the pleasure of visiting the new store which is attached to The Bay on Queen in Toronto. It’s a beautiful store with lots of lovely things to look at — but the best part is the Staff. Read More

Thank you!

Soldiers at airport


At first I thought this posting has NOTHING to do with business.

On further reflection it has EVERYTHING to do with business.                                 

AND the fact that I am able to run my business day to day because of these brave men and women.

Read More

List Cleansing, a Necessary Evil for Businesses

robot-cleaning-data-linkedin (003)

List Cleansing

Known to some as list validation or list verification, all businesses MUST do list cleansing.  It is essential to be efficient and cost effective for

  1. a) Marketing,
  2. b) Distribution of information
  3. c) Billing.

Read More

IF Shoe Award for November 2015

Isabel\'s shoes


For the month of November, the management team would like to announce that the winner of the IF Chick Shoe award is ……  Isabel!!

Isabel is a loyal, reliable, hardworking employee and is an excellent team player who goes over and above in any situation.  Isabel is very special person who has the ability to be positive and cheery day in and day out. She is very caring of those around her even under the most difficult of circumstances. She is always willing to assist colleagues and Management when and where there is a need, even if it means rearranging her schedule to accommodate.

Isabel’s strength of character and spirit is exceptional; her dedication to providing exemplary customer service speaks directly to our Mission and Vision Statements here at IF. 

Direct Mail vs Email Marketing?

IF Email Marketing


Are you bored by email marketing?

I am.

Every day I come in to see no less than 100 emails that are automatically sent to my Junk folder and yet a few more that go into a new folder called Clutter.

Over and above those — there are always another 20 or so that I delete as I go through my daily InBox.

Time and again I wonder why anyone bothers?

Everyone wants to get my attention. But does that really work in any situation? In a B2B environment, I really have my doubts. In B2C — I can see numerous applications —  discount on my oil change, new fashion at my favorite store….

If you have a B2B solution and want to grab someone’s attention — the best way to get it is through:  3D Disruptive Direct Mail.

Here is what you do:

  1. Chose your target audience
  2. Decide which are the best Contact Titles for your offering
  3. Design direct mail that goes in a bubble envelope with a treat
  4. Make sure the direct mail is easy to understand and delivers a positive message
  5. The goal should be: To put a smile on the Recipient’s face
  6. Be sure to protect your Brand
  7. Follow up with a quick phone call to source for interest and awareness no more than a week after you send your mail

This is a ‘Laser Marketing Tool’ that reaps BIG rewards.

Try it — you’ll see.



IF Shoe Award for October, 2015

Anastasia\'s boots

For the month of October, the management team would like to announce that the winner of the Shoe award is ………..ANASTASIA!

  • Anastasia is a positive, cheerful member of the LGT team, she is always willing to lend a hand wherever help is needed.
  • Anastasia has booked fantastic leads on some of the more challenging campaigns, she is determined and diligent in her pursuit of excellent leads, and will leave no stone unturned in identifying and following up on prospects and opportunities to book leads.
  • She provides invaluable support to both the management team, and her colleagues alike. She will often help other team members with useful suggestions and coaching to ensure that everyone is successful in reaching their goals.
  • Anastasia provides great support to Jeanette, and when Jeanette was away recently, Anastasia helped to ensure that everything ran smoothly in her absence.
  • She has been instrumental in the success of the Wakefield Heavy Duty Campaign, and she has been very successful in booking great leads from the hand- picked wish list of the reps, and this has made the Wakefield Heavy Duty TSMs very happy indeed.
  • She took home a few batches of CEW last month to ensure that they were imputed and on time.



IF Shoe Award for September, 2015

Lynn\'s shoes

This month’s winner works quietly behind the scenes to keep all of us on point, informed and up-to-date with changes in policy, health coverage, issues in the building, fire drills, etc…..  She is the liaise between our company and our customers, vendors and suppliers to ensure that we are paid and make payment in a timely manner that reflects the corporate culture of an excellent customer service experience every time bar none! Read More