Events have long been used by brands to build awareness, attract new customers and display their values. These eight brands give a range of examples of how existing events can be used and new ones created to connect with audiences.
If you'd like to read more about using events in marketing check out the experiential topic page, or see the Warc Index on event marketing and event sponsorship.
Showing just what you can do
Toyota: Tundra Endeavour
Toyota had a strong reputation for building quality cars, but faced scepticism about the quality and durability of its trucks amongst its key target market: people who relied on their trucks for work. So it found a way to show the Tundra's real power: towing the Space Shuttle Endeavour to its new home.
Graeme Trayner began his career as an intern for Greenberg Quinlan Rosner and is now a Vice President of the company, running their New York office and international corporate practice. In between, he has worked for a number of other companies, including a stint as a Partner in the London office of Brunswick Group where he set up its global opinion research practice. He also worked closely with consumer research pioneer Wendy Gordon and British Labour Party pollsters Philip Gould and Deborah Mattinson. Graeme writes and speaks frequently on the convergence of business and politics, and social psychology and corporate reputation. His paper on rethinking reputation research was Highly Commended at the 2012 MRS Annual Conference and in 2014 he won the Best Conference Chair Award. He is a past AQR Board Member and a certified member of MRS.
I wish someone had told me at the beginning of my career that it's a marathon, not a sprint. Looking back, I was in too much of a rush, and you need time and experience to turn into a fully rounded advisor. Also, to make sure you don't burn the candle at both ends – it's not good for anyone!
Using Media Z Anna Breslauer, MEC, examined the audience perceptions of the two iconic sporting events and how these affect brand partnerships.
Every four summers, a global audience is treated to a spectacular international football event. The World Cup is highly anticipated by the public for months leading up to its commencement, and for brands, even years. Another favourite each year, particularly in the UK, are the Wimbledon Championships – valued by partner brands but in a contrasting and understated way. This summer we witnessed the World Cup and Wimbledon simultaneously allowing for comparison of the distinctive approaches to advertising and sponsorship. With 20.5 million viewers watching the World Cup final and 10 million watching the Wimbledon final in the UK, (BBC, Wimbledon,) these properties are highly sought-after for sponsorship, and for the World Cup, prime television spots on ITV.
This post is by Clare Hill from the Content Marketing Association.
The most recent ABC results are another testament to the crucial role of magazines as a medium within the content marketing discipline. As content marketing budgets increase and the importance of the value exchange between brands and consumers grows, it's an opportunity to celebrate the success of print titles in engaging millions of readers on behalf of brands.
The top three in the UK's top 100 magazines are titles from content marketing budgets – ASDA, Tesco & Morrison's – and they reach a whopping 5.2million people each month. Five out of the top 10 titles, equating to 61% of sales, are from the same budget line, while eight out of the top 15 titles also sit in the branded content category – that's a circulation figure of eight million.
In this post by Adam Smith, Futures Director at GroupM, he
predicts stately, rather than sensational, progress as the UK economy is
recovers and investment still has lost ground to make up.
Media growth for 2013 emerged 8% up, slightly ahead of our forecast which already had plenty of topspin. We know how this happened – another big digital year, and print having a slightly less lurid one – but why is harder to put a finger on.
The Guardian's Aditya Chakrabortty put it well: 'The country is richer, but its people are poorer. This now counts as a recovery.' Real Q2 GDP is likely to exceed its Q2 2008 all-time peak, but per capita it is still 7% below: in terms of spending power, the typical household is stuck in 2005.
Last month we published Top 10 Brands datasets from Kantar Media's global TGI panels on warc.com. The TGI data provide a look at the most-consumed brands in 61 markets across four regions (Europe, the Americas, Asia Pacific and MEA), dating back to 2011. The datasets also show the number of consumers of each brand, and how that total relates to the population. With this, we're able to gain some interesting insight.
Coca-Cola is the most consumed brand, appearing in the top 10 in no less than 34 of our markets (57.6%) across all four regions. The soft drink giant had 70.7m consumers in China alone (48% of the population). However, this placed it only 8th in the country's rankings, where Danone was top with 109 million users. Coca-Cola was the favourite brand in four markets in 2013, including Hong Kong, where it was consumed by 77% of the population (3.9 million users), and Mexico, used by 72% (or 25.8 million).
The latest content on Warc includes analysis of the Cannes Creative Effectiveness Lions, new additions and updates to our media best practice papers and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
This post is by Karen Connell, founder of The SMALLmighty Ltd.
Got your eyes set on China? Don't take the plunge before you've read this…
In a land seen as the holy grail of growth it seems every industry wants to know the secrets to building their brand in China. With its huge population, vast geography, exploding wealth, a great appetite for brands – and let's not forget some enticing government-backed incentives for select businesses to invest in China – what's not to love about this economic powerhouse, and what could possibly go wrong?
It's true that there is an explosion of Middle and Affluent Class consumers; people with new-found wealth who are living, or look to soon live, a standard of life their parents or grandparents would never have dreamed of. And yes, there are some tremendous benefits but it's important that brand owners recognise that China is not an open invitation for their P&L statements.
I’m a fan of travelling in style, so the concept of ‘matching
luggage’ appealed when marketers first responded to channel
proliferation with a drive to integrate their communications by using
the same look and feel. Of course fashions change, and as people learnt
more about how digital channels worked, marketing evolved to integrating
around an idea – so there was still a co-ordination of luggage, but it
didn’t all have to be the same colour.
Today, as more brands are recognising that a meaningful customer
experience is the key to delivering growth, communications must move on
again. (NB ‘customer’ is used to define the brand’s target: consumer,
customer, expert etc).
This post is by Marc Mathieu, Senior Vice-President Marketing at Unilever, and is part of the WFA's Project Reconnect.
Some brands have their purpose defined at birth, some have to discover it along the way. But increasingly all brands need a purpose to survive – and thrive – in today's highly competitive market.
When we launched Project Reconnect at the Global Marketer Conference in Sydney, the aim was to help identify best practices that are shaping the marketing of the future and reconnecting us with the people we are and the people we serve.
Today, the good companies – the ones that will survive and thrive through thick and thin – care about something, because the people we serve demand it. Without a true purpose, your brand is just a banner, just another part of the visual clutter.