Archive for the ‘Brands’ tag

Brands Should Be ‘Fearless’ In Sponsorship Marketing

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Brands with smaller budgets need to be “fearless” when it comes to sponsorship marketing, Colin O’Toole, marketing manager for the Cadbury Premier League Partnership, has said.

He added that businesses also need to put their trust in the agencies they work with and make sure they are fully behind the strategy.

O’Toole was speaking on a panel held by MKTG today called The experience economy: driving business value through sponsorship and shared experiences.

He said: “We have a lot of smaller brands and they don’t have the budget that Cadbury has [such as Green & Blacks]. You need to focus on what you are trying to do, so on one metric and [be brilliant on that].

“Be fearless about what you’re trying to do. If you don’t take a risk you’re going to get lost, but there’s a fine line between fearlessness and stupidity. You’ve got to trust agencies that they will do their job and give you the best advice and then you have to back them.”

O’Toole explained that the campaigns that Cadbury’s has been able to deliver successfully are ones that the brand has “pushed the boat out a little” but has remained within its values.

 

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Article written by Gurjit Degun

 

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Written by Paige McConney
Paige McConney

October 13th, 2017 at 10:42 am

3 Key Trends in NBA Jersey Patch Sponsorship

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The NBA has become the first North American major professional sports league to allow ads on jerseys. During the 2017-2018 season, players in the NBA will sport corporate logos on their team uniforms. The ad space will be sold as part of a three-year pilot program where each team will have the right to sell its own ad space to sponsors. In consideration of the foregoing, MKTG has outlined the state of jersey sponsorship in the NBA, common activation strategies around the patch and potential implications for the league.

JERSEY PATCH SPONSORS STEM FROM CONSISTENT SOURCES; TECHNOLOGY BRANDS, FINANCIAL INSTITUTIONS AND LOCAL EMPLOYERS

There are clear commonalities in the roster of sponsors who have invested in the NBA jersey patch. Firstly, technology brands are leveraging their patch sponsorship to drive mass awareness for their digital initiatives such as Sharecare and the Atlanta Hawks that are teaming up to improve healthcare for Georgia. Secondly, F.I.’s like Flagstar Bank (Pistons) and Western Union (Nuggets) are mass brands that historically have greater permission to invest in signature branding assets that reach mass audiences. Finally, employers with a large presence in the region of their local NBA team (Goodyear in Cleveland, Harley Davidson in Milwaukee) have invested back into properties that can be positioned as supporting local passion points, be a source of pride for employees, and block competitors from gaining traction in an HQ market.

BRANDS OUTLINE THEIR SUPPORTING ACTIVATION PROGRAMS TO COMPLEMENT JERSEY SPONSORSHIPS

In the majority of jersey sponsorships announced to date, brands are clear in their messaging; jersey patches are part of a broader commitment to the property. Brands are showcasing videos that highlight the brand synergies, collaborative tactics and creative activation strategies for teams and sponsor. Both Sharecare and Fitbit are leveraging their partnership to tackle health and wellness through their digital platforms. Sharecare is activating around their jersey sponsorship with their Sharecare Movement in collaboration with the Atlanta Hawks. In contrast, FitBit and the Minnesota Timberwolves are exploring ways to leverage and integrate their technology to improve player’s performance, and assist fans in making healthier choices during games. Jersey patch sponsorship is isolation can be perceived as an awareness-driving media buy. By complementing the asset with an integrated activation, sponsors will resonate deeper with fans.

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Written by Paige McConney
Paige McConney

September 25th, 2017 at 11:33 am

Top Brands to Watch at Super Bowl XLIX

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ALLSTATE MAYHEM SALE

During the Allstate Sugar Bowl, Allstate released an interactive advertisement. Crowd-favorite ad character, Mayhem, proceeded to notify viewers that the couple was out of town. He intentionally broke their property and told viewers that he was selling all of their belongings on www.mayhemsale.com. The URL was active, allowing viewers to go online and actually see all of the couples’ belongings “for sale.” Needless to say, the campaign was a hit, reaching nearly 20 million impressions on Facebook in just one day. We can’t wait to see what they have up their sleeve for the Super Bowl.

TOSTITOS

Tostitos have partnered with Jimmy Kimmel for several different programs over the past year including “The Worst Contest Ever” in which Kimmel’s viewers were encouraged to send him one chip in the mail. All the chips received were to be put in Kimmel’s bowl and he would eat them while viewing the Tostitos Fiesta Bowl. There were no additional prizes besides knowing that Jimmy Kimmel may have eaten the chip. Additionally, Tostitos recently began a new campaign about being “The Official Chip of the NFL” with fan-favorite coach Chip Kelly of the Philadelphia Eagles. With both campaigns taking place back-to-back, who knows what direction Tostitos will go in their Super Bowl Ad.

SKITTLES

Skittles is making a Super Bowl debut this year, releasing their first ever Super Bowl Ad. The teaser to the ad features Kurt Warner and a small group of fans tailgating weeks early in Phoenix out of excitement for the next ad. The brand is clearly excited for their comeback and we can’t wait to see what they have in store.

DORITOS

Doritos held their annual Crash The Super Bowl contest in which consumers are encouraged to create their own Super Bowl ad for Doritos. Doritos selects several finalists and America votes on their favorite. This year, Doritos partnered with Director, Producer and Actress Elizabeth Banks for this contest. Finalists received personalized calls from the Hollywood star notifying them of their accomplishment. The video with the most fan-votes and the video the Doritos brand chooses as their favorite will be aired during the Super Bowl and the creators will receive a $1 million prize as well as an opportunity to work at Universal for one year. The catch? No one knows who the winners are until the spots air on TV.

View the finalist ads HERE and tune into the Super Bowl on February 1 to see which Ads air!

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Do You “Gangnam Style?”

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GangnamStylePhoto Credit: hancinema.net

If you haven’t seen the “Gangnam Style” music video, you probably live under a rock or still use the lyrics from “Call Me Maybe” as your pick-up line.  Alas, you can be cool again… and be part of this viral video phenomenon.

Honestly, my knowledge on K-pop (Korean pop music) only goes as far as Super Junior, but “Gangnam Style” artist PSY is not your typical K-pop musician. PSY, Park Jaesang, doesn’t fit the stereotypical K-pop artist mold—he’s relatively older, not particularly good looking, and had albums fined for inappropriate content. So, what makes “Gangnam Style” the video that finally infiltrated the western market?

Turns out, PSY is different than other K-pop musicians. For one, he attended Boston University and graduated from Berklee College of Music, which might have given him insights into American music and a fresh outlook on his South Korean culture. “Gangnam Style” has a catchy and cheery beat, seemingly random and stylized video and hysterical invisible horse dance. But beyond the upbeat music of “Gangnam Stlye” lies PSY’s message that pokes fun at Gangnam’s conspicuous consumption and hollow opulence, which is not easily visible to its western audience. Maybe it’s the combination of those elements that made this video so popular.

Since its video posting on July 15, PSY’s “Gangnam Style” has over 100 million views and currently holds the No. 1 spot on YouTube 100 (it will also be my new ringtone after I write this article, just so you know). T-Pain even tweeted about “Gangnam Style,” which led to over 2,000 retweets and parody video replies.

Subversive messages aside, what truly interests me is how the video organically created a community of “Gangnam Style” fans —whether it’s the message, the song, the dance, or the combination of all three, “Gangnam Style” has catalytic elements that gets us curious and excited.

This is what brands should aim to trigger among its viewers to garner a viral status—a 100 million views kind of viral status.

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Written by Alayne Luistro
Alayne Luistro

September 4th, 2012 at 9:02 pm

Fields Of Green

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RachelleMcD

Photo Credit: Ryan Beickert

MKTG INC’s East Coast President Rachelle McDonough tells MediaPost “the path to brand success is clear: frequent, authentic, direct interaction with real life consumers.” Click here for some strategic guidelines marketers should follow when building a field network (it’s easier than you think!).

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Written by Stephanie Rudnick
Stephanie Rudnick

August 20th, 2012 at 8:56 pm

The Newest Trend in Social Commerce – Cash Mobbing

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How much do your customers love and value you and your brand?
In today’s economy, small businesses are challenged every day for survival, with over 50% of small businesses failing in the first five years.  But satisfied customers have joined a new social commerce trend called cash mobbing that is designed to help small businesses when they need it the most.
Wikipedia defines a cash mob as “a group of people who assemble at a local business to buy items.  The purpose of these mobs is to support both the local businesses and the overall community.”  Cash mobs allow customers to act collectively and help out their favorite local businesses with one-day boosts in revenue that help them stay afloat during these challenging times.
Why would customers do this?  Loyalty.  Businesses that provide customers with great product and excellent customer servicecreate happy customers.And, happy customers are loyal customers who are willing to help you out in times of need regardless of whether any discount is provided.
With small businesses being the lifeblood of the US economy, American Express, the poster child pioneer for social commerce, has jumped on this trend with their “Small Business Saturday” cashmobs.   Cardholders are given a $25 credit when they use the card at small retailers on a specific Saturdays.  While this heightened social consciousness may be a fad born from tough times, the opportunities for other brands (like Groupon) to build on Amex’s initiative could be huge.
Would your customer’s cash mob for you?  If you’re not sure, you may want to check with your most loyal customers to see how they’re feeling about you these days. The success of your business and your brand may soon depend on it.Photo Credit:

international-cash-mob-dayHow much do your customers love and value you and your brand?

In today’s economy, small businesses are challenged every day for survival, with over 50% of small businesses failing in the first five years.  But satisfied customers have joined a new social commerce trend called cash mobbing that is designed to help small businesses when they need it the most.

Wikipedia defines a cash mob as “a group of people who assemble at a local business to buy items.  The purpose of these mobs is to support both the local businesses and the overall community.”  Cash mobs allow customers to act collectively and help out their favorite local businesses with one-day boosts in revenue that help them stay afloat during these challenging times.

Why would customers do this?  Loyalty.  Businesses that provide customers with great product and excellent customer service create happy customers.  And, happy customers are loyal customers who are willing to help you out in times of need regardless of whether any discount is provided.

With small businesses being the lifeblood of the US economy, American Express, the poster child pioneer for social commerce, has jumped on this trend with their “Small Business Saturday” cashmobs.  Cardholders are given a $25 credit when they use the card at small retailers on a specific Saturday.  While this heightened social consciousness may be a fad born from tough times, the opportunities for other brands (like Groupon) to build on AmEx’s initiative could be huge.

Would your customer’s cash mob for you?  If you’re not sure, you may want to check with your most loyal customers to see how they’re feeling about you these days.  The success of your business and your brand may soon depend on it.

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Written by John Mousseau
John Mousseau

July 2nd, 2012 at 7:47 pm