There is an insatiable demand for “the next thing” that has brands constantly spinning wheels trying to create stunts to boost impressions and other vane metrics.
Why?
It might be because marketers have forgotten how to listen to consumers to understand what they actually want. Forgetting to listen has lead to a lack of understanding, which has generated even more noise. The cycle continues with more emphasis on faster, more fleeting digital activations.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
Providing memorable experiences to fans and customers makes your brand genuine to engage with. Those experiences don't have to be all in person, but they don't have to be all virtual either. Here's how you can build out experiential programs as a major piece of your overall marketing strategy. The successful marketing focus in the long run will be built sustainably and thoughtfully.
Topics: Marketing Strategy
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The demand for digital content and engagement is massive. Brands want content that their audience relates to and for a good reason - it is incredibly effective. No matter how much the digital side of things are expanding, we believe the human and in-person things
Topics: Marketing Strategy
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Sponsorship continues to prove itself beyond a logo on a car. In the last 10 years, the business side of sports has exploded and has opened up year-round opportunities to engage your customer base. This expanded hunt for value in sponsorship has turned these brand and team relationships into full-on B2B partnerships that extend far beyond the race track.
Activate your sponsorship with a dynamic approach that engages your customer base where they are.
Topics: Marketing Strategy
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The explosion of digital and virtual engagements in the last year has been nothing short of remarkable. A lot of these technologies being used have been in place for many years, but the lack of in-person events and the cancelation of so many programs has led to forced adoption. At first, people thought that virtual programs could wholly replace the real experience.
The cost savings were adored, the lack of travel was appealing. However, after a long year of exclusively virtual programs we all began to grow weary of another Zoom meet & greet, another virtual "experience."
We expect to keep some of the best parts virtual programs had to offer as we move forward but we have found that the best activations ultimately come from real experiences for your partners, customers and employees.
Topics: Marketing Strategy
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Along with our friends and partners at Shell and Pennzoil, our content team developed a story that celebrated one of the most iconic setups in Indianapolis Motor Speedway history. Driver Helio Castroneves, sponsor Pennzoil and the Indy 500.
Earlier in the year, we went out to the historic race track at one of the few times of the year when it stood empty. We sat down with the infinitely knowledgeable Donald Davidson, the historian of IMS, and Helio himself to discuss the last 20 years of impact Helio has had on the sport and venue.
Topics: Marketing Strategy
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Many see involvement in motorsports automatically carrying a heavy price tag and in some cases, motorsports marketing can indeed be expensive. However, there are strategic ways to benefit from the performance attributes of motorsports involvement at a lower cost that translates to massive value for your brand.
Topics: Best Practices, Marketing Strategy, Sponsorship Activation
Read MoreTopics: Best Practices, Marketing Strategy, Sponsorship Activation
