All in MKTG Insights

#HumansOfMKTG Roundtable: New Tech in HUMAN Data Measurement

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.

It’s an Ambush at the 2018 World Cup!

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.

Major Sports Leagues Tackle Mental Health Head-On

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.

The Pop-Up Trend Shows No Sign of Slowing Down

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 Welcomes New #Humans: Meet our MKTG Interns!

MKTG is committed to developing industry talent through the creation of internship and entry-level opportunities, allowing the next generation of lifestyle marketers the chance to develop their skills in the sponsorship industry. MKTG has recently onboarded three new interns, with each role supporting a unique area of expertise. Read below to learn more about Leshell, Soha and Lindsey and their insights on the industry.

MKTG Takes Brunchfest

For the second year in a row, Bud Light Radler sponsors BrunchFest (alongside TasteToronto, the city’s guide for the best food and drink) in Toronto at popular event space 99 Sudbury. Aside from leading sponsorship, local vendors are given the opportunity to showcase their cuisine to thousands of brunch fans. To get a first-hand experience of the on-site activations at this festival, MKTG enlisted in the help of Rachel Stark, a Manager on MKTG’s LIVE team to share her experience and insights.

The Growing Market of Pet Influencers

Humans are no longer the only influencers on social media. Pet profiles have exploded over social media and have become a shareable asset for pet owners who are developing these accounts. Brands have taken notice of this movement and have leveraged these social profiles by turning them into brand ambassadors of leading campaigns. These pet influencers are helping brands reach new audiences and create refreshing content. The pet industry is growing - from 2007 to 2015, the pet owner market in the US has grown 43% with millennial's being the driving force behind this. Approximately 43 million millennial's own a pet and have spent $10.6 billion in 2014 alone. (Packaged Facts) MKTG explores how these growing profiles are being monetized within and outside the pet category.

“Bed-in-a-Box”: How Mattress Brands Differentiate Themselves in the Canadian Market

The mattress retail category is quickly shifting from a brick and motor shopping experience into a direct-to-consumer market. “Bed-in-a-box” brands operate mainly online and work to package quality mattresses in a compact box that get delivered to the doorstep of consumers. There has been an influx of brands within this category, but two of the most popular and highest selling names in Canada have been U.S-based Casper and Canadian-based Endy. Both Endy and Casper share similar attributes: a 100-night trial with full refund, fast and free shipping and market an enhanced sleeping experience – so how are these two brands differentiating themselves? MKTG explores how both brands are using sponsorship techniques to build their unique persona in today’s market.

3 Activation Design Elements Inspired by the Online World

MKTG sat down with one of our #HumansOfMKTG, Design Intern Adam May, to discuss effective creative elements implemented within activations. From our research, we discovered that many of these creative elements have been inspired by the online world such as allowing consumers to create shareable content such as GIFs. In this week’s blog, we break down how Tier-1 brands enhance the on-site consumer experience by using specific tactics that have originated from internet platforms.

Why Brands Should Partner with DocuFests

Unlike many notable film festivals such as the Toronto International Film Festival, “Docu-Fests” (Documentary based festivals) are often not as exclusive. Allowing more engagement with the public and with many Docu-Fests offering free admission, brands have more access to the everyday consumer. This creates the opportunity for brands to increase their awareness and create a higher impact within the market the festival is hosted. Brands can do so through a variety of tactics such as becoming a presenting sponsor, advertising pre-roll on select films or helping to fund unique initiatives developed by the festival. In light of Hot Docs, one of the largest documentary festivals in North America, kicking off in Toronto, MKTG explores 3 reasons why brands should look to partner with Docu-Fests.

MKTG’s LIVE Roundtable: Coachella’s Stand-Out Activations

Coachella is one of the world’s most renowned and developed art and music festivals which allows brands to activate seamlessly with unique creativity to enhance the on-site experience for attendees. With Coachella’s epic two weekend line up of musicians, art and activations recently concluding, we gathered the LIVE team at our Roundtable to discuss their favourite brand integration's at this year’s festival. We discuss what the key learnings are for festivals in Canada and takeaways for properties outside the festival category.

Category to Watch: Adult Entertainment

The adult entertainment category has become a category to watch in sponsorship marketing. Leading adult entertainment brand PornHub has begun to leverage tactics such as experiential retail pop-ups in New York City and endorsement deals with athletes that participle in extreme sports. This may be the start of a larger movement for brands within adult entertainment. The adult entertainment industry is a billion-dollar business which provides brands in this category the funds support to athletes and properties. MKTG looks at recent tactics and what this means for the brands within adult entertainment wanting to invest further in sponsorship marketing.

Brands Use the Yayoi Kusama Exhibit to Stand Out Amongst Competition

The Yayoi Kusama Infinity Mirrors touring exhibit has arrived in Toronto as the only Canadian stop at the Art Gallery of Ontario. Yayoi Kusama is a contemporary artist from Japan whose work has been celebrated from art lovers around the world.  When the tour was announced late in 2017, it caused a frenzy in Toronto with all tickets becoming sold out (first 100,000 tickets were sold out in the three hours). This exhibit is not only attracting fans, but sponsors in Canada. RBC is a multi year sponsor of the AGO and lead sponsor of the Infinity Mirrors Exhibit with Shiseido being a part the subsequent tier of supporting sponsors. MKTG explores how RBC, Shiseido and Diet Coke are using the exhibit currently to differentiate themselves in market.