The KMAC Group attended the ‘Knowledge @ Degroote cocktail event: “Tech Disruption: Your career and your company can’t wait” on Feb 15th, 2018 at the Ron Joyce Center (Burlington, ON).
Keynote speaker: Alfredo Tan; WestJet’s Chief Digital & Innovation Officer, and former Facebook Exec.
Alfredo’s presentation was extremely insightful as he revealed why every role, every company, and every industry will be affected by technology. He challenged the way we think about technological change and disruption.
The four points he addressed within the technological platform were:
- Macro Changes Globally
- The Consumer Shift
- Change is Accelerating
- Culture being the most important focus
Tan was able to demonstrate the rapid growth of technology happening around the world at an astonishing pace. He used very convincing stats to showcase this reality:
- 76% of the internet population in on Facebook
- 99% of people in the Philippines are on Facebook; No hot water, but mobile devices and Facebook – The importance of connectivity.
- Netflix wanting to partner with or have Blockbuster purchase them; Now Blockbuster no longer exists.
- 2 Billion! There are more mobile phones than people in the world today and that number is growing 5x faster than the human population.
Tan stated, “the truth of today will not be the truth of tomorrow”, well how can it be with expansion and change happening this rapidly? With Augmented and Virtual Reality, we are now able to have experiences that trigger reactions and it’s only the beginning. Who knows where technology will bring us if it already has the power to make us react to something we KNOW is not real?
“Culture eats strategy for breakfast!” Facebook’s internal culture followed these ‘office rules’ and open concepts in order to create an environment that has the capability to keep up with the changes and take risks to innovate and succeed:
- Focus on impact – measure the things that matter!
- Be Bold! Failure is a part of success.
- Be Open! – Receive information to help make better decisions and to have a better impact
- Move fast and build things – If you wait for perfection the world WILL pass you.
- Nothing at Facebook is anyone else’s problem!
- What would you do if you were not afraid? Accept challenges and take risks!
Alfredo did an amazing job explaining and demonstrating why culture is so important to an company and how culture can impact their direction and future “you fail at 100% of the chances you don’t take.” Don’t be afraid of failure. Be bold, take risks and continue to innovate and accept change because it is not going to wait for YOU to catch up!
On Sept 24/14, at the Pep Supplier Summit in Cincinnati, KMAC was awarded the 2014 Innovation Award. This award is presented to a supplier based on capability innovation, time and cost efficiencies, responsiveness, adaptability and flexibility to work in partnership with Pep to deliver outstanding customer service.
Here’s to hard work that pays off.
On Tuesday January 29th, KMAC attended Canada’s #1 Sales & Innovation Conference, “The Art of Sales”. The day was filled with speakers who promised to challenge you to THINK. Think bigger, think better and think more often. Why? Because change starts with you and the times are changing!
Walking out of the conference one word seemed to echo in our ears “value”.
So if you’ve ever asked yourself “am I doing enough to keep up with the changing times?” we encourage you to stay tuned to our weekly series for more insights from KMAC & the team of thought leaders from the Art of Sales Convention!
Family man and often referred to as the “KING OF SALES,” Jeffery has harnessed his sales know-how into a popular sales training blog and a number of best-selling books, including the “The Little Red Book of Selling.”
#Customer #Loyalty & #Sales
@gitomer leveraged his personal experience to deliver a high-energy crash course in the value of customer loyalty & sales. He covered topics like understanding buying motives, creating a difference between you and other companies, and the new rules of the sales game. Net – you have the power to be a game changer, but to do so you have to understand the game and consciously own and refine your “brand”.
Would you rather have a loyal customer or satisfied customer? Tune in next Friday for Jeffrey’s response and his list of the 10.5 new rules of sales.
@navarrotells has carved out his niche as a leading expert on nonverbal communication. For 25 years, he worked as an FBI special agent in the area of counterintelligence and behavioral assessment (NO not in Hollywood!) mastering the art of observation. He now shares his learning’s as a speaker, an international best selling author and a consultant for major corporations.
#HumanBehavior & #Non-Verbal Communications
Joe Navarro tackled the non-verbal aspect of exceptional communication. He explained that as humans we are communicating at all times, and comfort and discomfort are emotions we show in real-time. Why is this important? Well, if you train yourself to become a better observer then you’ll be more likely to pick up what your customer is feeling. Once you become conscious of your exterior footprint and their emotional triggers, you can then take steps to control it. You’ll also be in a better position to deliver the ‘wow’ as you become more conscious of the ‘experience’.
How does the customer perceive you? Your company? Your product?
Check out our weekly series to read about Joe’s answers to these valuable questions!
@RichardLRobbins is the CEO and co-founder of Richard Robbins International, a booming real estate sales and training organization. He is acclaimed for his ability to inspire peak performance in others and he does so through his book and blog posts, speaking events and customized coaching. In his early years, Richard earned a place in the top 1% of all realtors and translated that success into his brokerage by coaching his fellow agents.
#Sales #Strategy and #Peak #Performance
In a marketing place where price is perceived to have more and more weight in the decision making process, Robbins explains how you can combat the reasons a person won’t move forward with you. In short, education and insights can mean the difference between a sale and no sale.
Check out our weekly series to read about out Richard’s 5 key ways to combat price in the market place.
@michael_vickers is the author of “Becoming Preferred,” a book that highlights how to outsell your competition. He is a seasoned entrepreneur who channels his personal success into speaking & educating others on the art of influencing and becoming top performers.
#Competition and #Sales #Creativity
Micheal’s focus was moving out of the realm of a ‘transaction’ and into an ‘experience’. A transaction is an event and we need to start treating it as such… consciously building it into a positive experience that will be conducive to future sales. It’s about the value of bringing “value” to the marketplace.
To discover how Michael outsells the competition, check out our weekly series released every Friday.
@unmarketing is the president of Un-Marketing and author of the best selling novel, you guessed it — “Un-Marketing.” He has been ranked one of twitters top influencers in the world and is an expert in social and viral marketing. Scott uses these platforms as well as his time on stage to communicate the importance of ‘engaging’ your audience and being awesome!
#Social Media & #Customer #Engagement
Scott shared real world examples of ‘how to’ and ‘how not to’ navigate this new online terrain. He explained the importance and impact of not settling for good but striving for AWESOME! And he gave us insight into the content that is most likely to reach that ‘third circle’ of sharing, also referred to as “going viral!”
Don’t forget to check out our weekly series to find out how to make your content go “viral”.
@RobertCialdini is the best selling author of the novel, “Influence,” which has been published in more than 20 languages! He’s an expert in the fields of persuasion, compliance, and negotiation so its no surprise he is often regarded as the “Godfather of Influence”.
#Influence & #Persuasion
Robert delivered a fascinating presentation that outlined little changes each of us could make in our everyday lives to increase the likelihood of us getting the answer “yes!”
Follow us throughout this series to read more about the art of persuasion.
Most of us can agree that if you haven’t seen a Thank You Mom commercial on television, an in-store display at a retailer, or some sort of online tidbit of this campaign, then you haven’t been living in the year 2012.
Procter & Gamble implemented a holistic campaign that was amplified by the 2012 London Olympic Games utilizing TV, digital, social, PR, sponsorships and massive displays.
The “Thank You, Mom” concept was first executed during the 2010 Vancouver Olympic games where it tied together multi-brand activation within retailers. In 2012, these intensified efforts resulted in a 5%-20% lift in sales for P&G products in the 4 week Olympic merchandising period alone.
How did they do it?
- Content: This was instrumental in their campaign success. Not only did they create a large amount of content, but co-created content with customers – people actually wanted to share. (Purpose-Inspired Marketing).
- Timing: This campaign was implemented early (100 days prior to the opening ceremony of the Olympic games) which allowed for people to participate and become a part of the experience and understand what it meant to thank their mom. (Engagement & Participation).
- Scale: It was part of the largest multi-brand commercial initiative in company history, which we believe was game changing. It was so big and so wide that it was able to reach thousands worldwide. (Extensive).
The impact of Thank You, Mom has hugely influenced the views on which P&G products are perceived. Their brand messaging was seamlessly integrated into this campaign, conveying to their consumers that they are about bettering lives and providing everyday solutions. This massive marketing strategy has proven to be viable and effective, and continues to evolve year after year. We predict that in the new year, brands will attempt to replicate this model in terms of scale, timing, and truly create content that consumers can connect with in an emotional way.
Red Bull is another example of a brand that has separated themselves from the pack by being different. They transitioned themselves into a publishing empire that also happens to sell a beverage. They are a lifestyle brand selling the number one energy drink that works in multiple media platforms. It recently released a feature film, regularly publishes a print magazine called The Red Bulletin, owns an in-house record label, and on top of all that, provides their visitors with thousands upon thousands of photos and videos to enjoy everyday.
They not only broke viewership records when partnering up with Felix Bamugartner for his world record jump from outer space, but their content as a core strategy has driven this brand into immense success. In fact, it’s a media business beyond the drink. Red Bull has been successful in aligning their brand with extreme sports and action, which has allowed them to create engaging content that people will want to spend time consuming.
This creative yet quiet marketing strategy surrounding their content creation has caught the attention of consumers and competitors around the world. By tackling their goals in a new way, this has led way for consumers to adopt a new way of thinking. People really do believe that Red Bull is more than just an energy drink, it’s a lifestyle.
On Tuesday November 13th 2012, The KMAC GROUP officially announced that they have refreshed their brand and are excited for what lies ahead in the New Year.
What makes The KMAC GROUP so unique is their ability to take ideas and bring them to life. After twenty-one years in the game, they truly understand what works and what doesn’t. Their expertise and creativity continues to drive their success and appetite for innovation.
To read the official release, please click here.
Burlington, ON, November 13, 2012 /CNW/ –
“An idea is worth nothing if it has no champion to bring it to life, so don’t wait, activate.”
We live in uncertain times. These times are challenging and will continue to be challenging. For YOU – Challenging? Yes. BUT Opportunities to Grow? Even more so.
STOP: THINK ABOUT YOUR BUSINESS NEEDS.
The challenge is doing more with less and getting ideas turned into action. Good ideas are common – what’s uncommon are people who’ll work hard enough to bring them about. That’s what THE KMAC GROUP does.
IT STARTED 21 YEARS AGO.
THE KMAC GROUP has evolved as a partner helping enterprises stay on top by empowering decision makers with the ability to get more done while keeping focused on one thing – their core business. KMAC GROUP President Keith McIntyre commented “It’s been a fascinating journey since we opened our doors in 1992. The Leafs were in the playoffs and the Jays were winning a World Series. Things have changed and so have we. We’ve refreshed our look to reflect our commitment of helping clients move forward and we invite you to take part in shaping KMAC’s future by tapping into our experience and resources to capitalize on opportunities for growth. One thing that’s not changed is our common purpose — to grow your business. We focus on your non-core business challenges so you can keep your focus on your core business.”
Let’s Get it Done
, our mantra for 2013 is energetic, aspirational and versatile. McIntyre notes “This phrase tells the story of getting a project off the ground, moving it forward, delivering results, empowering you to get more done. We do this through innovation (actionable ideas), established communities and networks, efficient process, and enriching value.” THE KMAC GROUP website has also been completely revamped to provide valuable insights and content. We invite you to “Discover” deeper insights into the world of sponsorship, experiential marketing and strategic partnership activation while offering fresh, inspirational content and resources from leading global technology and design firms.
ABOUT THE KMAC GROUP
THE KMAC GROUP is recognized by Fortune 500 companies for getting complex ideas and programs up and running seamlessly, quickly, effectively and efficiently. With over 740 projects activated for 15 Fortune 500 companies, 15,000 in-store events executed and a community of 1,500 specialized field consultants, KMAC has mastered the science of activating ideas. KMAC brings deeper, more meaningful relationships and connections to your business providing expertise in sponsorship, spokespersons, shopper marketing, experiential marketing and strategic partnerships. You focus on your core business, we’ll take care of the rest.
For further information, please contact Keith McIntyre:
Cole Haan’s newest campaign not only directly targets their key audience, but asks that audience to engage with the product. By making the shoes available on the streets of big cities, Cole Haan is creating an experience around the product. Women who are going straight from work to a late-night party are going to want to pick up a pair of comfortable shoes, but might not have the time to do soon in between their busy lives. By selling their shoes in a street truck, Cole Haan is accessing an audience they might not regularly reach and providing that audience with a unique brand experience. This marketing campaign will not only reach more audiences, but create new brand ambassadors.
The Last Word is a weekly segment on The KMAC GROUP’s blog that delivers our expert insights on notable marketing news.
The looming lockout casts a dark shadow over the NHL. The uncertain future of the 2012/2013 season affects everyone associated with the league: from players to owners, franchisers to sponsors, arena employees to fans. The lockout, which will be determined by midnight on Saturday night, could be the league’s fourth work stoppage since 1992. This “trend” is evident in other associations such as NFL, MBA, and even NBA and negatively impacts professional sports as a whole.
Why Will There Be A Lockout?
The prospect of a lockout has been looming for quite some time, as owners and players negotiate a new revenue split. Historically, the NHL has a large revenue gap between teams – some teams consistently lose money, few break even, and a handful of teams actually make profit. To assist in minimizing the revenue gap, the NHL has put into place “the player’s share”, a salary cap and floor to ensure that players receive a consistent percentage of NHL revenue. The player’s share began 2005 at 54% and climbed over the past 5 years to 57% in 2010. Owners are now asking players to cut their share of revenue from 57% to 43% (eventually modifying it to 46% later into negotiations). In a $3.3 billion industry, 46% isn’t a small amount. However, the players believe that their share should be higher, based on other league’s player shares. As it currently stands, the negotiations will more than likely end in a lockout.
Who Will be Affected By A Lockout?
The lockout will deeply impact the players and teams as they will be losing income until they can come to an agreement. Less obviously affected by the lockout will be Hockey-associated venues. Arenas, local restaurants and bars, NHL franchise stores, hockey broadcasters and more will take a huge revenue hit. In order to absorb the profit loss, these enterprises will be forced to cut costs, which could mean future job cuts. Dustin Costain, a bartender at the Loose Moose on Front Street, comments, “We really rely on sports around here. Without that, we’ll have to rely on concerts and random other stuff,” he said, adding the loss of business will deplete his personal income via tips. Another massively affected industry will be the NHL sponsors. These companies will not only suffer potential-income loss, but negative press. The NHL lockout is a highly negative event and being associated with such looks poorly on everyone involved.
The biggest impact may be irreparable damage to the game of hockey itself north and south of the border. The NHL has grown revenues to an estimated $3+ billion over the past seven years during turbulent global economic times. Core fans will remain true to game however the peripheral fans the NHL has coveted will likely find alternative entertainment options for how they spend their time and dollars.
Looking at the Bright Side
Even though the potential NHL lockout has multiple negative consequences, there is also a silver lining. With no NHL hockey games to attend, fans will want an alternative. OHL games will gain high TV views and ticket sales, thriving on their season monopoly in hockey. This increase in popularity will give sponsors a second chance to strike gold with hockey-related promotions. Other sports and arts and entertainment options may also be able to capitalize on the lockout as well. Sponsors may find new ways to invest their dollars to fill the void however, the NHL must be cognizant this if sponsors re-invest their dollars elsewhere … and those investments work, they may lose these investments for ever.
Why has the NHL Been Successful in the Past?
1. The NHL has created BIG EVENTS that reach beyond local coverage.
Previously, “all our marketing assets, all our communication assets, were inside our games,” stated John Collins COO of the NHL. “They were inside our arena, inside regional and national telecasts. We had no ability to break out beyond that and capture that casual, much broader sports fan environment.” In order to build excitement, the game needed to build at a national scale, to feed off events that were larger than the average NHL game. The genesis of the BIG EVENT branding campaign was born —seasons now begin with Face-Off, a live festival, followed by the Winter Classic which moves a game from the regular season schedule to an event where the game is played at a large venue such as a football or baseball stadium, where tickets are sold in venues that hold upwards of triple the capacity of hockey arenas and the game is played outdoors to remind fans of its heritage as an outdoor sport played by anyone with a pond or frozen lake, a few sticks, and something to slap around. The first Winter Classic was held in 2008 in front of a sell-out crowd of 71,217 and is now viewed by in excess of 4.5 million viewers.
2. The NHL has made hockey and its players more accessible.
Sports are built on storylines and stories need characters. The NHL is putting more players in front of the camera both in commercials and by making them more identifiable during games. The new NHL advertisement and the deal signed with HBO’s 24/7, a documentary series that follows athletes preparing for a big game, has allowed fans to go behind the curtain.
3. The NHL has made hockey more advertiser-friendly.
Sponsorship and broadcast revenue have increase significantly because the NHL has demonstrated that it could reach fans in a more strategic way.
4. The NHL has expanded Hockey’s Reach
In addition to CBC and TSN, NBC is now covering and promoting hockey within its other sports coverage, accomplishing what the NHL had long sought–a way to put its action in front of all sports fans.
The NHL’s rising profile has been positive BUT a lockout could seriously put these accomplishments in jeopardy and affect the growth of the game for the next 5-7 years.
Back-to-school (BTS) is one of the busiest times of the year for retailers. Families spend huge amounts of money to prepare children for the upcoming school year by purchasing notebooks, pencils, computers, calculators, and so much more. Parents of students predict that they will spend around $30.3 billion on BTS items in 2012 and parents of college students will spend around $53.45 billion! Back-to-school has evolved over the years from an actual shopping event to an overall spending mindset. This mindset has been nourished and encouraged by retailers and marketers alike, placing importance on back-to-school as a time of change – change for students, parents, employees, etc. By using universal change, retailers are able to market essentially anything that offers change to a large population. For example, a music store could market BTS as a time for anyone to learn a new instrument or a hardware store could market BTS as a time to re-decorate a room. In this shopper marketing segment, we’re going to analyze some of the largest BTS marketing campaigns for 2012 and offer insights into what they’re doing right.
Apple is arguably the largest electronic retailer for BTS, usually offering great savings on computers for students. This year, they’re giving away $100 iTunes gift cards with the purchase of a computer. This campaign, however simple it may be, brings in a massive group of shoppers because Apple products rarely go on sale. Even though the actual product isn’t discounted at all, the iTunes gift card is a useful promotional item – allowing students to download music, movies, and games onto their new computer. By perfectly pairing their products with promotions, Apple continues to leverage itself as the electronic powerhouse of BTS.
Staples is the king of BTS supplies in Canada and they appear to have it down to an art. With Wal-Mart as their main competitor, Staples has shifted their campaigns to focus on variety instead of trying to compete with Wal-Mart’s low prices. Approximately 78% of BTS shoppers stated that variety of products is the most important factor when selecting a shopping destination, whereas price was listed by 48% of shoppers. Even though Wal-Mart offers a lower price, Staples has a greater range of products.
“Value is always a top of mind factor in back-to-school shopping, but we understand that consumers want a wide variety of products – everything from essential supplies to the latest tech products and fun accessories,” said Steve Matyas, president, Staples Canada. “Students of all ages are required to have specific products, and more than ever, parents want the convenience of finding them all in one place. As the back-to-school leader, Staples equips parents, teachers and students with a wide assortment of products at affordable prices. Our commitment to a huge variety of products at outstanding prices covers the back-to-school season and the entire school year.”
Wal-Mart offers the most diverse variety of BTS products, ranging from school supplies to clothing, dorm accessories to electronics. Wal-Mart competes with product specific stores by marketing itself as the BTS one-stop shopping trip. By offering extremely low prices year round, Wal-Mart can continue to push BTS products without discount and still compete with other BTS retailers. It will be interesting to note Wal-Mart’s BTS campaign next year with the opening of Target stores across Canada, their main competition in the States.
Gap is one of the largest retailers for school uniforms, an incredibly popular item during BTS. Retailing uniforms is a tricky thing to do. It’s necessary for some students, bringing in lots of revenue, but completely isolates those students who don’t require a uniform. It can also be difficult to market a uniform against competitors who are essentially selling the same product. This year, however, Gap is offering a 30% discount on their uniforms and backpacks, encouraging parents to choose their store over other clothing retailers. This won’t encourage non-uniform students to start wearing uniforms, but the backpack discount may encourage them to choose Gap for all their BTS apparel needs.
Recently, there has been a shift in how BTS shoppers are buying. They are waiting till after the first week of school to purchase, afraid of buying the wrong trends and hoping to pick up some post BTS deals. This postponement has created some tension among BTS retailers and has created one of the slowest BTS spending seasons we’ve seen. Major BTS retailers will have to adjust their campaigns in the future to accommodate this new type of shopper and maximize the season’s potential revenue.
Back-to-school is time for change, potential, and new beginnings. It’s a time for retailers to evolve and adapt their marketing campaigns and create new, unique ideas to capture shoppers. BTS is a time for potential revenue and to try out new techniques before the Holiday shopping season. It’s one of the biggest shopping seasons of the year and retailers should take full advantage of that.
The world’s best Paralympians are in final preparation and ready to take the stage for The London 2012 Paralympic Games (scheduled August 29 – Sept 9, 2012) as the Paralympic Movement returns to the country of its “spiritual” birthplace. They will be the biggest Paralympic Games ever featuring 4,280 athletes from 166 countries who will compete in 20 sports.
- 2.2m – Number of tickets sold
- 2.4m – Number of tickets available
- 4,280 – Number of Paralympic athletes competing
- 20 – Number of sports in Paralympic Games
The London 2012 Organizing Committee for the Olympic and Paralympic Games’ (LOCOG) vision is that rather than making them different from previous Paralympics, they want to take the best aspects of previous Games and bring them together.
On September 9, 2010 tickets for the Paralympic Games went on sale. In the three-week ticket window more than 1 million tickets were sold, a record for the Paralympic Games, with a number of sports already sold-out. The day before tickets went on sale London’s Trafalgar Square staged International Paralympic Day. More than 100 British and international athletes attended the 12 hour spectacular which involved demonstrations in 10 Paralympic sports.
London 2012 has also secured the biggest commercial deal ever for a Paralympic Games with UK supermarket chain Sainsbury’s. The company boasts 21.5 million customers each week all of whom will be exposed to London 2012 Paralympic branding in the lead-up to, and during, the Games.
The Paralympic Games are a great opportunity for TOP sponsors to extend their Olympic themed marketing efforts and for newcomers to get in on the action as well. The Games will be broadcast via Channel 4 which has divided it’s advertising slots into mixed packages of eight-10 spots, both at peak and non-peak times. With such a large anticipated viewership, advertising at the Paralympic Games is a must for Olympic sponsors and a great opportunity to get a step ahead of the competition for Olympic newcomers.
Most existing IOC sponsors will be re-using their Olympic marketing campaigns for the 2012 Paralympic Games, using it as a transition to post-Games time. These companies often face the difficulty of building anticipation for a different campaign in the short two week span between the Olympic Games and Paralympic Games. Instead, they feel their campaigns should maintain a sense of continuity from the Olympics, simply changing the focus to a Paralympic profile. For example, Adidas will be re-using their Olympic star banner, slightly tweaked by featuring Paralympic athlete, Ellie Simmonds.
Canadian Paralympic Team Sponsors include Pfizer, Petro-Canada, Air Canada, Bell, Chevrolet, Hudson’s Bay Company, RBC and Rona.
Of note, Oscar Pistorius, the blade runner will be the first athlete to complete in an able bodied and disabled Games. His accomplishments continue to expand the reach and interest of the Paralympic Games.
Oscar Pistorius left the London 2012 Olympic Games with no medal, but nevertheless as a champion in the eyes of the world. Running on two carbon fibre “blades,” Pistorius raced in the men’s 400 metre event, advancing to the semi-finals. As the heat ended, eventual gold medal winner, Kirani James asked to trade name bibs, out of respect for what Pistorius had accomplished. Now, Pistorius will face a new field of competitors on the same field of play.