All in Voice
Puma dove back into the basketball category in 2018 with the launch of Puma Basketball, announcing its multiyear marketing partnership with the NBA just days before the start of All-Star Weekend.
While product seeding may seem like a turnkey process, there are many factors a brand must consider to effectively reach influencer communities in an authentic, measurable and impactful way.
When taking calculated risks, we often look for case studies and proof points to support decision making and/or use in brainstorms to spark ideas. In order to accumulate this best practice list, we brought together the #HumansOfMKTG at our Roundtable to bring forth their favorite example of a brand who has taken a calculated risk.
MKTG provides insight and key learnings from a Toronto Gymshark pop-up, a UK-based fitness apparel company who executed three brand-relevant in-queue engagement tactics. To avoid consumer disappointment, brands should: be transparent with consumers and inform them about queue lines ahead of time, implement surprise and delight tactics and leverage live social platforms so that consumers can tune in while waiting. MKTG’s LIVE team also provides a variety of recommendations on how to keep consumers engaged while in queue.
Finding an authentic influencer is a challenge for many brands. Not only do sponsors want to work with influencers that have a real and engaged following, they want to have their product naturally align with their lifestyle. This may seem easy to pinpoint at first glance, but with the influx of paid followers, inactive accounts as followers, bots, and inauthentic content creation, a brand must complete extensive research in order to be strategic in picking which influencers will be the face of their brand.
One way a brand can enhance their long-term partnership is by investing in technology that will increase their impact and brand presence with the sponsorship. Consumers are always intrigued by new technology implemented by brands-especially if it is enhancing their fan experience. MKTG uses a unique case study to showcase how a long-term sponsor enhanced their sponsorship awareness by introducing new tech.
MKTG highlights strengths from three activations that stood out at #TIFF18.
MKTG provides insight on why emoji marketing is successful and outlines three ways that brands can effectively communicate with their consumers through emojis.
We gathered the #HumansOfMKTG to research and pick their favourite partnerships that execute a true relationship between a brand and a non-profit organization – whether it’s through a long-term commitment, helping less fortunate communities build their infrastructure or helping the non-profit create tactics that are outside-the-box.
MKTG explores spaces that belong to the city’s arts and culture scene that act as functional event venues.
MKTG reminds our readers how important sensory marketing is, highlights a classic example with proven results and a new trend in sensory marketing that reinforces the impact of this type of advertising.
With a respectable backstory, authentic social media support from her Canadian followers and a connection with sports and fashion, there’s no doubt Winnie Harlow is an influencer to watch.
Over the past few years, we’ve seen millennials' interest in the culinary space increase as they seek to stay up-to-date with food trends, celebrity chefs, and events associated with their city’s hottest restaurants. MKTG looks at the benefits brands are experiencing by partnering with a celebrity chef in their latest campaigns.
New technologies are emerging in the event space to better understand the thoughts, actions and habits of consumers and how this can affect the development of on-site activations. On-site experiences are about connecting the consumer to a brand and creating a relationship that extends beyond the present moment. The technology we discuss at our Roundtable is bridging the gap between collecting passive data such as impressions to collecting active data—the human impact—such as emotions and consumer behavior which ultimately assists in the tailoring of experiences to what the consumer wants.
With the World Cup bringing in over 3 billion viewers as one of the highest watched events in the world, brands are getting creative when marketing their products to capitalize on this global event. While official sponsors have made the significant upfront investment to secure their place in the action, many non-sponsor brands use “ambush marketing” (the practice by which a rival company attempts to associate its products with an event that already has official sponsors) —tapping into the attention surrounding the event without actually becoming a sponsor—to generate PR buzz and social chatter.
The cannabis category has presented many sponsorship challenges for brands in Canada. As current cannabis regulations are still foggy, brands have been scrambling to maneuver around regulations when working with properties. MKTG looks at how cannabis brands are operating around these regulations and the future of the cannabis category.
The mental health of athletes has been a growing conversation. An increasing number of athletes, including the most notable players belonging to major league teams, are sharing their battle with mental health. The stigma is being broken that athletes must retain issues regarding their emotional, psychological, and social well-being, in order maintain a strong image for their team and in the public eye.
Last year, we discussed at our roundtable the prevalence of pop-up stores and how this activation technique was being used by a variety of brands from Haagen-Dazs to Heineken. The trend continues to explode as brands continue to implement more innovative pop ups such as American Express launching a pop-up restaurant in Toronto in collaboration with Chef Gordan Ramsay and other notable chefs from across Canada. Brands have been using pop-ups to test and sell products in any market and garner brand awareness quickly. With these reasons and more, MKTG breaks down some key benefits brands are experiencing from implementing pop-ups in their strategy.
MKTG sat down with Amber Moyle, Director of Development & Special Events of Pride Toronto, to discuss how sponsors are getting involved with this year’s festivities and how they showcase their dedication to the LGBT community beyond the parade.