November 7, 2017
Going beyond “pink, cute and small.” How to successfully target and engage women.
The strategic importance of appealing to women and engaging them as consumers is no secret: women wield tremendous purchasing power and influence. Women already outnumber men in the Canadian workforce, and with many major companies implementing gender-parity policies, there will soon be a lot more women in key leadership positions. As this happens, their influence and purchasing power will only continue to grow.
The goal of this presentation is to create a discussion about the topic while providing helpful hints on how to shift (gender) gears. And please rest assured, no bras will be burned in the process.
Working with brand influencers
Much like a marriage, when you venture into a celebrity or influencer collaboration, you need to ensure you both have the same goals. Are your brand values aligned with the celebrity? Who gets more from the partnership? Do they enhance the reputation of your brand and attract the correct demographic? I will outline the experience of Addition Elle when we partnered with Ashley Graham, the supermodel of plus sizes to design her lingerie line, and Jordyn Woods on one of our brands. And I will explain what our successes and our fails were and how we measure them.
Digital landscape and content optimization
One of the largest problems our industry faces today, for both properties and brands alike, is the disconnect between their sponsorship and digital teams. In this presentation, Samantha uses her background of working in digital media and sponsorships for various different professional sports teams around the world to highlight where the current oversights are in the industry when it comes to generating revenue through your digital assets. She will help show you how to properly identify online opportunities that make the best use of your marketing and media budgets, and guide you in understanding how to better integrate your digital team into the sponsorship process to maximise results.
Relevance in sponsorships: myths and reality
Debunk the myth that congruent sponsorships are better than incongruent ones. Academic research has not always demonstrated that congruent sponsorships work better with consumers: consumers like to be surprised. As well, incongruence has more potential to impact consumer response given time. Finally, a mixed (incongruent) portfolio of properties can achieve better response for sponsors than simply more of the same.
November 8, 2017
How to unlock the social generation
The social generation are well informed about products and consumer goods, and they are less prepared to trust traditional advertising, sponsorship and media. They consume content in different ways, with even shorter attention spans! We will look at how creating content for a social generation can unlock opportunities for both brands and rightsholders in the world of sponsorship.
The talk will set out challenges facing sponsorship due to this new audience, and ways in which you can create great content (what UNILAD does best!).
On Purpose, How Brands Are Doing Right, Right
Now more than ever, global brands are being judged, rated and sometimes berated for how they conduct their business. There's always the risk that interlopers from within or outside will unmask and expose seemingly banal internal content to external audiences. At the same time, the ubiquity of data and IoT has created a more purpose-driven marketplace. Companies now have an opportunity to authentically lean into the what’s trending in the cultural zeitgeist and communicate the social purpose behind their brands.
This talk will address how to best communicate the social purpose behind a brand. The secret is that it's not just through storytelling. Increasingly, the most effective way to do this is through purposeful storydoing.
The impact of experience on sponsorship
Whether it be B2B or B2C, creating real engagement with your brand is key. One of the best way to engage your audience is to create sponsorship that remove pain points from the experience. Using Customer Journey Maps, we will show you how to identify pain points and use those pain points to create effective sponsorship opportunities.
A workshop that uses Customer Journey Maps to make engagement easier to visualize will follow.
For the closing of Relevent and the official opening of HUB Montréal, we’ll have the pleasure of interviewing Ed Horne, a trailblazer in the sports and entertainment industry with more than 25 years of experience as an executive.
Ed will cover such themes as partnership strategies and activation, content and entertainment as a business platform, the evolution over the past twenty years in the entertainment space and the trends to come.